Amazon Prime Day Insights | Tracking Profitability | Amazon Travel | Retail Without Boarders 2023

Amazon Prime Day Insights?

The results are in and this Prime Day was the biggest ever, both for Amazon and for our clients - some of the main things of note are summarised below:

• Compared to last year, CPCs saw a similar increase compared to June baseline at +40%.
• This cost increase was more than matched by a substantial uplift in sales on Day 1, with a notable increase compared to the uplift seen last year. Indeed the biggest sale event day ever!
• Return on Ad Spend (ROAS) demonstrated improvement on Day 1 compared to the previous year.
• This certainly was helped by far deeper discounts across all categories, driving higher demand across the board, which translated into a far stronger sales uplift on...

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Tracking Profitability??

Tracking profitability at an account level is no longer enough; to achieve sustainable growth on Amazon it’s crucial to delve deeper into how costs are impacting margin at an ASIN level. There are three key steps to do this:

1. Break down all costs - advertising spend, promotions and logistical fees are just some of the costs that impact margin. Organising the costs that apply to each ASIN and understanding the trading profit & TACOS within in a given period will give you a clear view of how your catalogue is performing.
2. Categorise your portfolio - Group ASINs based on their...

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Amazon Travel

Despite out-pacing the growth of Google & Meta over the past few years, Amazon knows that to truly compete, it will have to offer a compelling advertising product to non-endemic advertisers (brands that don't sell their product on Amazon).?

Some of the largest ad spending industries don't currently feature on Amazon and Travel has certainly been one of those. We expect to see a number of initiatives, partnerships and new features such as this example with Priceline, as Amazon work out how to win a larger share of the Travel industry and others (e.g. Finance). Crucially, any product feature will need to fit with the...

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Retail Without Boarders 2023

It was lovely to attend Retail Without Bother this year, although I only managed to attend the second day out of the two. Here's my overall view:

From the perspective of both exhibitors and attendees, it didn't seem as busy as in previous years. Last year was livelier, and I'm not sure if this was solely the case on the second day or if it held true throughout the event. As a first impression, it felt rather quiet compared to previous years, but it was great to see some familiar faces from the industry and catch up with some old contacts.

The narrative I kept hearing revolved around marketplaces becoming more...

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That's all for this week. For more news on Amazon or other marketplaces, and updates about Tambo visit our?blog.