Amazon unBoxed 2024

At unBoxed 2024, Amazon Ads introduced new tools to help brands optimize product launches and measure full-funnel performance. These capabilities aim to simplify access to Amazon's extensive insights, benefiting advertisers of all sizes.

Key Highlights

There were plenty of announcements, but this article focuses on a few highlights that I found interesting from an E-commerce and Amazon Manager perspective - some great announcements helping with your Amazon full-funnel strategy and optimizing each part of the funnel.

Simplify Insights with AMC Solutions

Amazon Marketing Cloud (AMC) now features limited no-code capabilities, making its advanced analytics accessible to all advertisers. Key solutions include:

• High-Value Audience Analysis: Instantly visualize customer distribution by spend levels and create related audience segments for future campaigns.
• Optimal Frequency Analysis: Monitor KPIs like conversion rates and return on ad spend as ad interactions increase, determining the most efficient frequency caps for campaigns. Once you understand the optimal frequency that drives the best business outcomes for your campaigns, you can create audience segments based on ad impressions with your optimal frequency and then cap your campaigns within your Amazon DSP account.

Amazon had a case study with Honest Kitchen that used the optimal frequency solution to adjust their daily frequency caps, resulting in a 23% increase in impressions and a 44% increase in product detail page views on Amazon.com, while maintaining nearly the same budget.

Measure Attribution, Report on Conversion Paths, and Project Long-Term Sales

Amazon Ads announced a new multi-touch attribution model (beta, rolling out this year with a full rollout in 2025), offering deeper insights into how marketing efforts drive conversions. This model:

• It uses advanced machine learning to analyze vast amounts of data, determining the relative impact of each marketing touchpoint, assigning credit proportion to their value, and using this to forecast future projections. Multi-touch purchase metrics reveal which campaigns, creatives, placements, targeting methods, and keywords drive the most Amazon purchases, helping you optimize your ad strategies and budget. Unlike last-touch attribution, multi-touch attribution considers multiple ad interactions.

Additionally, Amazon Ads is launching:

• Conversion Path Reporting: this report shows top-converting paths to purchase from the past 30 days for their top 5 paths, helping advertisers understand the contribution of different ad types.
• Long-Term Sales Insights: Estimates future sales based on how effectively campaigns convert new-to-brand shoppers now and from previous history. This helps advertisers measure both immediate and long-term returns on their marketing investments. You'll start to see two additional columns ("long-term sales" and "long-term ROAS") in the advertising console and downloadable reports.

Audience Bid Boosting for Sponsored Products and Sponsored Brands

Amazon Ads is launching audience bid boosting for Sponsored Products and Sponsored Brands, enabling advertisers to reach and engage audiences they define and create. With this new offering, advertisers can:

• Create Custom Audiences: Define audiences (on Amazon Marketing Cloud) such as shoppers who have not previously purchased their product or those exposed to their specific campaigns.
• Adjust Bids for Defined Audiences: Audience bid boosting allows advertisers to efficiently engage key audiences by adjusting bids for increased engagement and conversions. This includes re-engaging shoppers and reaching relevant Amazon shoppers searching for targeted keywords - think placement modifiers to control keyword placements, this will be similar to "audience modifier."

AMC Audience Used In Sponsored Ads

Amazon Marketing Cloud audiences can now be used in Sponsored Ads, allowing advertisers to create rule-based or lookalike audiences for Sponsored Display targeting and bid boosts in Sponsored Products and Sponsored Brands. This expansion helps advertisers take action on AMC insights across Amazon Ads, enhancing strategies by using eligible signals from various sources to tailor audiences. Advertisers can increase ad relevance, expand campaign reach, and reengage customers by leveraging AMC insights to efficiently move shoppers down the funnel and focus on high-conversion audiences.

Multi-Touch Attribution for Sponsored Ads and Amazon DSP

US advertisers will soon be able to access multi-touch attribution metrics in sponsored ads and Amazon DSP reporting to make more informed decisions about their ad strategies. Key features include:

• Multi-Touch Attribution Metrics: Orders (multi-touch), Sales (multi-touch), and ROAS (multi-touch) are available in the ‘All Campaigns’ view of the Ad console.
• Comprehensive Insight: Multi-touch attribution divides credit for Amazon purchase conversions across various touchpoints, highlighting the value of ads that appear earlier in the customer journey.

Multi-touch attribution provides an additional perspective on how ads influence shoppers. Unlike the traditional last-touch attribution, which credits a conversion to the final ad interaction, multi-touch attribution considers the cumulative impact of multiple ads. This helps advertisers identify the most influential ad strategies and optimize their budget allocation.

Other launches include new product campaigns, new Amazon DSP experience (faster campaign creation, better campaign optimization, smarter insights), AI Creative (beta), product campaigns... you can read the rest here.

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