Amazon UK makes move into insurance | HFSS: Do's and Don'ts | What's new for Amazon content | Amazon Sponsored Brand Video Update

Amazon UK makes move into insurance

Amazon has launched an online insurance store in the UK, with an initial focus on home policies. It has just three insurers on board and plans to add more next year.

At first, the Amazon Insurance Store will only be available to a limited number of Amazon UK account holders, and payment will be taken from the same payment card used for other shopping.

Any industry that is complex and needs aggregation is fair game for Amazon. The major insurance aggregators such as?comparethemarket.com?and?confused.com?will be fearful of this move.

Amazon is brilliant at customer experience. For insurance, they can provide an Amazon service, which people know and love. Furthermore, they don’t need to battle it out on Google for customers, they just need to cross sell from Amazon retail and other parts of their ecosystem.

However it won’t be easy, past attempts and recent examples indicate they may not succeed. For example, Amazon pharmacy, which is struggling to gain traction in the US. Amazon ticketing, which barely got off the ground in the UK and closed in 2018.

In summary, whilst nervous, it will give the current players the confidence that they can see off this development.

Paul Adams, Founder&CEO, Tambo

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HFSS: Do's & Don'ts

We've been actively working with clients who have been affected by the HFSS restrictions roll-out. Here are our key learnings and advice for brands who may have been impacted:

• DO?ensure you are regularly checking your campaigns to see whether your ASINs have been affected by HFSS - reminder of the message below:

‘Products designated High Fat, Sodium, or Sugar are not permitted to advertise in this locale’

• DO?ensure you have the relevant fields available in your Amazon account to be able to add HFSS information. If you do not, reach out to Amazon to raise a case to make these fields available.
• DO?ensure you have your full ingredient list?to?hand, Amazon require you to input some of this information alongside your HFSS scores to approve.

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• DON’T?submit your HFSS scores to Amazon via a support case, they will not accept them and will act as further delay in being able to advertise your products.
• DON’T?completely disregard your AMS plan, look to move spend to Sponsored Brand Campaigns and DSP to support your product sales.
• DON’T?forget about your brandstore, without AMS this is the most important merchandising opportunity and you have complete control over what products are included and highlighted on your pages

Kate Birch, Marketplace Manger, Tambo

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What's new for Amazon Content this week?

Amazon takes steps to increase diversity representation.

Within the Beauty category, Amazon is taking steps to increase diversity representation using product images that showcase the product on multiple skin tones. Amazon has always put the customer first, and this is reflected in their desire to authentically reflect their customer base. Amazon use your product information, such as finish type, colour code and keywords to produce an image that demonstrates the product on six to nine different skin tones.This initiative is currently available for face (foundation and concealer), lip (lipsticks) and eye products (palettes and eyeliners); Amazon are also hand-picking participating ASINs with no associated fee, but our hope is that, if successful, it will be rolled out for brands to nominate themselves to participate, as well as to other applicable products, such as nail varnishes and hair dyes.

Amazon is now featuring products from a Brand's Store within the search results page (US only).

In case you needed another reason to invest in your Brand Store, Amazon have now begun featuring 'Collections from the store' in a large display on the first page of the search results, on product detail pages and above A+ Page content. At the moment, we know that Amazon pulls products from your brand's storefront, but you can't control which products feature or when/where the module displays. Now is the time to setup a Brand Store if you don't yet have one, or refresh your existing store with optimised content to take advantage of this free merchandising opportunity within organic search.

Vicky Molter, Content Lead, Tambo

Contact the Tambo Content Optimisation Team to explore further

Amazon - Sponsored Brand Video update

Advertisers are now able to direct the Sponsored Brand video campaign to a brand store page, rather than just a product detail page. This is the first step in Amazon's plan to allow full range or brand-focused videos, which will broaden the possibilities for many advertisers in using this campaign placement. This also means that SBV might become more competitive and thus more expensive to advertise on.

Marie-Lise, Associate Director, Tambo

Contact the Tambo Amazon Advertising Team to explore further

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