Amazon Ads Tech Update - April 2023
This is for the technical developer, product manager, or the person in your organization that works to keep your tool up-to-date with the latest and great updates from Amazon Ads. If that is not you, please for this to them. If this is you, here you go, a recap of some of the updates that have gone live in the past month (or so). Check out my resources at the end.
Product Deep Dive
This month I covered Amazon Ads Bulksheets. In this deep dive, you can learn how to get started, what’s new, and how to use this powerful tool to build efficiency in your business.
Upcoming Webinar
These webinars are for members of the Amazon Ads Partner Program only.
Get recognized: The 2023 Amazon Ad Partner Awards
Sponsored Display: new strategies and features, including video and stream
Prime Day 2023 Partner Summit
Tech Updates
New homepage for the advanced tool center
The new design for the advanced tool center makes it easier to discover resources and technical documentation. Check it out and share feedback via GitHub.
New metrics available for Sponsored Brands performance-based budget rules
In July 2022, Amazon Ads expanded the budget rules API to support performance-based budget rules for Sponsored Brands campaigns using return on ad spend (ROAS). They now added two new metrics for Sponsored Brands performance-based budget rules: top-of-search impression share (metricName is IS) and percent of sales new-to-brand (metricName is NTB).
Sponsored Display launches recommendations for Amazon audiences in Amazon Ads API
Sponsored Display has launched targeting recommendations for Amazon audiences. Amazon Audiences is a catalog of pre-built, easy-to-use audience segments that help advertisers discover and reach new customers.
Advertisers can now find suggestions on Amazon audiences to help discover new customers based on their brand’s core customers.
New Amazon Sponsored Brands and creative asset library documentation
Amazon Ads released a new overview and tutorial content for Sponsored Brands and the creative asset library API. This content helps you create a Sponsored Brands campaign and understand its structure, the different ad formats, and how to upload and register creatives.
Also see the updated Postman collection, where new Sponsored Brands and creative asset library request templates can be found.
Active budget rules on a campaign now increase your daily budget independently of other rules.
As announced at the end of January, additive budget rules are now live for users of the Amazon Ads API and advertising console. Now, if multiple budget rules meet their conditions, all rules are applied and increase the daily budget independently.
This change will impact all advertisers worldwide (vendors and sellers) who use budget rules for their Sponsored Products, Sponsored Brands, and Sponsored Display campaigns through the Amazon Ads API or advertising console.
New sponsored ads, daily budgeting policy, and options
Amazon Ads updated their daily budgeting policy for Sponsored Products, Sponsored Brands, and Sponsored Display, allowing you to spend up to 100% more than the average daily budget on any given day. The daily budget amount is averaged over the course of a month.
This feature is available for vendors, sellers, and authors, and the policy change is effective worldwide for sponsored ads.
You can also choose to set the additional spend from leftover amounts to 25% or 100% for all your campaigns using the average daily budget settings API. For more information, view the user guide and API reference.
New Amazon DSP reporting documentation
A new overview and tutorial for the DSP reporting API have been released.
Also, see the updated Postman collection, which includes new DSP report request templates for each DSP report type.
Sponsored Display launches video creative capabilities for advertisers in Belgium, Egypt, Poland, Saudi Arabia, Singapore, and Turkey
Sponsored Display has expanded video creative capabilities for advertisers in Belgium, Egypt, Poland, Saudi Arabia, Singapore, and Turkey. The new video creative capability supports videos up to 45 seconds so advertisers can better tell their stories to customers, helping them understand the product and brand with more engaging content. Ads will link directly to the advertiser’s product detail pages, so audiences can learn more about their product and consider purchasing.
Budget usage percentage now generally available for real-time pulls in Amazon Ads API
With the new budget usage feature API, users worldwide can pull their real-time budget usage percentage for Sponsored Products, Sponsored Brands, and Sponsored Display using the Amazon Ads API. You can pull budget usage information for both campaigns and portfolios. You can also test the budget usage endpoints using our Postman collection.
Resources:
Lots of great resources exist on Amazon Ads and in other locations. To make it easier, I am collecting them and sharing them in this newsletter.
Learning Console - The Amazon Ads Learning Console has an amazing collection of content and certifications that you can use to improve your advertising skills. Check out this educational series for Sponsored Brands and Sponsored Display.
Are you looking for specific Vendor or Retail Amazon Data? Sam Hager provides a great breakdown of the current Amazon APIs for 2023.
Need an API cheat sheet? Dustin Wassner has created an amazing resource for the Amazon Ads API, SP-API and Amazon Marketing Cloud.
CEO @ Data Dive & Seller Systems | Amazon SEO Expert | 8 Figure Seller
1 年Florin Ilia ?? ?? ??
Machine Learning Specialist | AI-powered Miracles ??
1 年The new metrics and features, such as video creative capabilities and budget usage percentage for real-time pulls in Amazon Ads API are exciting developments. Thanks for sharing, Jeffrey.
Growth Partner - E-Commerce & Digital Marketing Specialist | Driving Growth for Brands on Amazon and Beyond
1 年Thanks for this update! These really help me to stay on top of changes in ads.