Amazon’s updated Image Manager tool gives you more control over visuals

Hot off the Amazon Grill???

3 Sponsored Display audiences for your holiday campaign

Amazon Marketing Cloud’s custom audiences enable more targeted Sponsored Ads for Black Friday and Cyber Monday, using direct targeting (for Sponsored Display ads) or bid boosting (for Sponsored Products and Brands). This allows advertisers to reach specific shopper groups, like those who recently searched relevant terms or added products to their cart, thus driving conversions efficiently. Despite limitations, such as a lack of negative audience exclusions in Sponsored Display and bid-boosting restrictions for SP/SB campaigns, using AMC can amplify results with optimized, scaled targeting, especially when managed through platforms like Intentwise for seamless audience deployment.

Read More >>

Nerd Lounge ??

What I Learned from Cross Border Summit 2024

There was a large variety of topics discussed on stage, and I got the chance to connect with people in the Asia ecommerce scene who I don't often see. A good event! Here are a few tactical takeaways and general observations.

• Lots of discussions on stage and during breaks about AI. Awareness is high for the potential that user agents are going to have in terms of business efficiency while increasing output. This seems like the next wave of AI evolution. The use of in-house AI tools with specific company knowledge also came up.
• Patents. Build an army of patents and design your own patents to make your product protectable. Use patent Agents instead of Attorneys. A minor but important distinction that will be far less costly. Utility patents are the more powerful than design patents.
• Use Amazon's Mechanical Turk to create surveys about products, then integrate those results into product listing quickly. It's short feedback loop for making improvements vs using Manage My Experiments which can take weeks.
• Many Chinese brands are building factories and are automating manufacturing at top speed. Conversely, many brands from the west are investing in building their own factories or taking a large stake in Chinese factories as co-owners. It is a common misconception that China-based factories are selling directly on Amazon, as they are in the factory business, not the ecom business. With Trump on his way to the Whitehouse, there is a "wait and see" approach playing out to understand what risks importing will carry and how to adapt to the new landscape.
• Lots of discussions about sourcing. Particularly the concept of tweaking products to make them more suitable for the channels you sell them on. For example, a cheap and subsequently more simple product to hit a $99 price point for Walmart, where you might sell a higher-end version of it on Amazon for $149. Don't ever split the cost of developing a custom mold with your factories because they will see that as their property, and you might find your products elsewhere!

Amazon Latest Feed ??

• Amazon’s FC Capacity Alert. Amazon’s FCs are maxed out; 1P vendors should assess inventory levels frequently and work with Amazon contacts to prioritize high-demand items for holiday sales. Martin Heubel
• Amazon’s New Virtual Holiday Store Debuts. The Virtual Holiday Shop brings interactive shopping with navigation cues, gamification, and gift guides. Wishlist integration and Alexa support would enhance its usability. Todd Hassenfelt
• Amazon's Major Ads Update: AMC Targeting. Amazon’s update brings custom audience targeting to Sponsored Ads, enabling advertisers to refine bid strategies for specific segments, such as those exposed to past ads but yet to purchase. Adam Mellott

Amazon Trending Tidbits???

Image Manager’s country-specific features give you more control over visuals

The Image Manager tool in Seller Central now offers enhanced country-specific features, giving you greater control over product images.

With these updates, you can now manage and delete localized images for specific countries, which is particularly useful for images containing text in the local language. EU sellers, you know what we're talking about! This used to be accessed by a small, almost hidden link on the bottom right side of the image manager area.

Here’s what’s new in Image Manager:

• Country-specific image views: Access separate sections to view both global and country-specific images.
• Image deletion options: Delete localized images directly from Image Manager to keep your library organized and current.

Read More >>

New feature to update product dimensions and weight for return labels

For sellers in the seller-fulfilled network, a new returns feature has been added which allows you to update product dimensions and weight specifically for Amazon prepaid return labels.

This update helps minimize carrier fee adjustments on return shipments due to inaccurate dimensions on Amazon prepaid labels.

If you originally purchased the shipping label through Amazon's Buy Shipping services, the dimensions from that initial label will automatically apply to the return label.

To modify the dimensions for your products, go to SKU attributes in your return settings on Seller Central.

Read more >>

Small brands spend 3x more on Amazon Ads than big brands

Friend of Pathfinder and?Forbes contributor Kiri Masters put out a great piece analyzing the recent infographic from Smartscout comparing their findings from millions of data points collected in August 2024. The big takeaway is that Amazon-first challenger brands are spending a lot more on Amazon vs 1P sellers, which are generally speaking larger and have years of existing brand awareness from off-Amazon channels. Some of these challenger brands will eventually supplement or even replace existing, entrenched brands (think Anker, for example) but it makes sense they need to spend more to climb to those lofty heights.?

Read More >>

Thank you for reading!

- Brent

Helpful Links

?? Amazon Advertising Management (PPC ,?DSP )

????Google ads for Amazon

????Subscribe to our newsletter

???? We Design?Amazon Stores ?& Optimize?Listings

????Amazon Advertising ?Audits