Amazon Yearly Features Report 2023

2023 was an incredible year for Jeff Besos' platform regarding software productivity. We saw a lot of updates and improvements in terms of a much better customer experience, and a stronger seller-buyer relationship.

In the next paragraphs, we will remember 80 of 2023’s news and features and how they helped you to improve your performance!

?? January 2023

• Sponsored Brands signals in Amazon Marketing Cloud (AMC) - Advertisers can use ad signals of Sponsored Products, Sponsored Display, Amazon DSP, and Sizmek Ad Suite in AMC, uncovering various insights across their media investments on and off Amazon.
• You can create deals with simplified third-party exchange names with Amazon DSP - Amazon changed the source names for manually created deals. The reason is to align with the third-party exchange names utilized elsewhere in Amazon DSP.
• Sponsored ads and Stores launch in Belgium
• Product PPC Performance in Amazon Dashboard - There is no longer a need to use portfolios for single ASIN campaigns to get a clear view or dive into reports.
• Three-level variation themes via Seller Central - From January, sellers with more variation products have benefited from the update to boost their BSR and reviews.
• Amazon turns FBA Fees into an auction

?? February 2023

• Re-create Sponsored Display campaigns via new campaign copy - Thanks to this update,? you can re-create SD campaigns by using either audiences or contextual targeting.
• Seamless and organized creative building with new step-by-step controls - The new interface of Sponsored Brands multi-level panels simplifies the Creative Builder experience. It provides a clear hierarchy that is consistent across all ad formats.
• Omnichannel Metrics and automated budget optimization united in Amazon DSP - You can automate budget optimization for the total impact of their campaigns, of both online and offline sales, and on and off Amazon.
• Amazon Video Ads Certification on the learning console - It is free and offers a curated learning path to help you build video ads strategies and measure campaign impact.?

?? March 2023

• Amazon DSP expanded error alerts - The new update helps you to improve your experience while building campaigns on DSP.? You will be alerted when a line item’s settings are invalid and will prevent it from delivering the budget. The alerts will show when you try to save a line.
• Fire TV display ads launch Screensaver in several European countries -? France, Germany, Italy, Spain, and the United Kingdom.
• Sponsored Display datasets are available globally in Amazon Marketing Stream (beta).
• Amazon Marketing Cloud (AMC) supports flexible store visit insights
• ?Branded experiences with Alexa (open BETA)
• Amazon shows the number of orders on the products’ pages - A new update from March is the ability to see the number of orders of a particular product for the past month.

• FBA inventory evaluation settings (in Beta) - Amazon will no longer evaluate your customer returns when you disable returns evaluation for your FBA inventory. They will be marked as defective and will not be eligible for reimbursements if damaged.

?? April 2023

• Amazon Ad Server to Unify Your AMZ Ad Strategy - It helps advertisers worldwide to have new visual experiences and connections to AMZ's audiences and ad tech solutions.
• Advertise Audible titles with Sponsored Products
• Manage advertising across countries from a single sponsored ads account - You can sign in to the Ad console for all countries at once. It's easy to navigate between countries to view and manage accounts in the preferred language.

• New Amazon DSP machine learning models
• New Brand Profiles feature - It allows you to boost brand recognition and potentially increase your sales and customer community.
• Amazon expands designated market areas (DMA) and budget limits for local campaigns - This release unblocks emerging local advertisers by allowing them to reach more market areas and increase their budgets to expand their reach accordingly to their growth.

?? May 2023

• Custom audience creation and activation feature in Amazon Marketing Cloud - From the beginning of May, you can use SQL queries, and activate these AMC custom audiences for Amazon DSP campaigns.
• New shopper engagement insights in your Store’s insights dashboard - When you visit your Store’s insights Dashboard, you can see the new Engagement feature on the left side of the page. You can track metrics such as views, clicks, add to cart, conversions, and purchases at the product level.
• Podcast ads from Amazon Ads are now available in the UK through Amazon DSP
• Sponsored Display audiences are now available for advertisers in Belgium
• Brand Impression Share (Beta) - This huge update shows the Top-of-Search Impression share for your brand terms over time. It measures the % of ToS IS your ad campaigns receive out of the total impressions they could actually receive.
• New Sponsored ads daily budgeting policy and options - Amazon updated the daily budgeting policy for Sponsored Products, Brands, and Display. They allow you to spend up to 100% more than the average daily budget on any given day.
• Amazon Ads Status (Beta) - You will see the latest status information on Amazon Ads services, like campaign creation, management, ad delivery, etc., on Sponsored ads and Amazon DSP.
• New Amazon Marketing Cloud learning content on demand

?? June 2023

• Free Amazon Marketing Cloud (AMC) Certification -?The 6-week course gives a curated learning path for analytics practitioners to learn how to perform analyses and explore insights in AMC.
• Posts in the Amazon Ads Console - You can now create and manage posts directly in the Amazon Ads console. There is no longer a need to have a live Store to make Posts. Amazon enables you to do it if you are a seller or vendor with a Brand profile.
• Canadian advertisers can measure brand marketing impact via Amazon Brand Lift
• Updates to Amazon DSP's Reach and Frequency Measurements - Amazon Ads enhanced Reach and Frequency reporting capabilities. They include STV ad campaigns to include a 'co-viewing' update. By measuring this audience viewing interaction, Amazon delivers de-duplicated audience measurement across screens.
• Inventory overview integrated into the FBA Dashboard - You have a unified view of your FBA business as the new integration includes your inventory performance index, shipments, inventory age, and recommendations to help you optimize your inventory.

• No need to be a registered brand to add videos to your product listings - The requirement is to be selling on Amazon for 3 months or longer.

?? July 2023

• Tailor Brand Promotions -? You can use the tool to create exclusive discounts and promotions for individual customer groups (e.g. people with abandoned products in your cart).
• Report Repository in Payments - It allows you to request a date-range report, track your report status, add custom tags, and more in a few simple steps.

• Campaigns with preset settings in Sponsored Products - You can now launch new Sponsored Products campaigns with preset campaign settings such as daily budget, bidding strategy, targeting strategy, and associated bids.
• New self-registration wizard for Fire-TV

?? August 2023

• Percentage OFF discounts via Manage Your Customer Engagement - An excellent new opportunity to engage with your current followers and upsell new products. You can email promotional codes (15% - 50%) to your Brand-Tailored Audience.
• Amazon expands Sponsored Brands signals in the Amazon Marketing Stream - This change is available for all countries currently supported by the Amazon Ads API.
• New product listing attributes from Aug 16, 2023 - Amazon announced that 274 new attributes for 200 product types will be required for new product listings.
• Disable your return evaluations - When you disable returns evaluation and a customer returns your product, Amazon will directly mark it as defective.
• AI Content Generator for your Listings? - Amazon tries to help you with content creation as it requires a 100-word description of your product. The AI has to create your title, description, and bullet points.
• Line item moderation - This new tool checks the line item settings a creative is attached to. It brings any line Item setting non-approvals to the creative-line association as opposed to the entire creative.
• Sponsored Brands video to Stores - You can create video campaigns where your Brand Store is your landing page, and you highlight a product collection in the ad creative.

?? September 2023

• Delivery troubleshooting for all self-service customers, including Open Exchange Inventory - The existing deal troubleshooting functionality is now live for all line items regardless of the inventory they run on.
• Amazon Attribution (AA) launches Amazon Attribution Re-marketing - The new tool helps you reach audiences directed from your off-Amazon ad traffic into Amazon in the last 30 days. This audience is available in Amazon DSP.
• A single campaign manager view and convert currency metric for Sponsored Ads from any country - Now, when you select the "Country" filter on Sponsored Ads, you can dive deep into campaigns from the countries of your choice.? There is no need to manually convert currency-related metrics.
• New Delivery Metrics - Delivery Risk and Budget at Risk. Both metrics are available in the Advertiser-Orders and Entity-Orders tables. Delivery Rate is also available on the Order-Line Items and Order Settings pages.
• 3D content to increase conversions - If your brand is registered on Amazon, you can add 3D content to your listings. It will help you increase sales by creating a more immersive customer experience.
• ASIN performance comparison for brands with the Search Query Performance dashboard - You can compare the top 10 competitive products with your specific ASIN and use the data to tailor your keywords, adjust your advertising campaigns, and inform your pricing strategy.
• Customers will see sales trends for your eligible listings - Product listings for certain categories will display a "sales trend" that highlights how many customers recently purchased that product.

?? October 2023 - unBoxed

• Welcome the Sponsored TV - Sponsored TV allows you to buy Streaming TV with the same flexibility as Amazon Self-Service ads. That means no minimum spend or upfront commitment is required.
• Sponsored Products expand to premium apps and websites - Starting in the US marketplace, you'll see SP ads on Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis. Brands like Lifehacker and Mashable are also included.
• Amazon Brand Lift available in France
• AI Image Generator for Sponsored Brands (beta) - The new AI tool is available for Amazon USA. It uses generative models and your product information to create unique brand-themed product images.
• New-to-Brand and Add-to-Cart - Detail Page View Metrics
• Amazon Ads Cross-Channel Planner - It is a holistic media planning solution empowering you to create full-funnel media plans across audience touchpoints on Amazon by giving you dynamic options for simulating media strategies with precision and efficiency.
• Creative Testing (beta) and Audience Research (beta) are now available in Canada, Germany, and the United Kingdom - These paid tools let you quickly gather feedback from relevant personas. They help you optimize your ads before you launch your campaigns, or give you hints for your overall brand direction.
• Amazon DSP introduces goal-based bidding -? You can automatically optimize both delivery and performance goals and allow Amazon DSP to automatically optimize bids in real time.
• New features on Amazon Marketing Cloud (AMC) -Sandbox Environment, AMC APIs as a part of Amazon Ads APIs,? Flexible audience segment insights, AMC and Amazon DSP, integrated with 9 Customer Data Platform (CDP) solutions.
• Amazon Ads announced Amazon Publisher Cloud (APC) - This is a new collaboration service that enables you to plan programmatic deals and activate them in Amazon DSP.
• Interactive audio-ads - Interactive audio ads invite leaned-in listeners to engage within an ad using their voice. They are available both on Amazon Music ad-supported tier and Amazon Publisher Direct on Alexa in the US.
• Frequency groups via DSP (no-unBoxed announcement) - It helps brands limit the number of times a unique user is exposed to ads across multiple orders.
• Feature Rotator ads on Fire TV - Feature Rotator is a carousel ad placement that appears above the fold of the Fire TV Home screen. It makes it one of the most visible placements in the Fire TV UI.

?? November 2023

• New standard display in Amazon DSP - With this update, you can upload multiple image assets across 3 creative types on a single workflow.
• Hours of day included in Sponsored Ads for scheduled-based budget rules -? You can set up budget rules that increase the budget at specific times of the day. This is in addition to specific days of the week and specific date ranges currently offered as schedules for budget rules.
• 3D models to replace 360-degree images - Starting December 14, 2023, requests to upload 360-degree images to your product detail page won’t be accepted. Instead, brand owners in the US, UK, Germany, Spain, France, and Italy can upload 3D models to their listings.
• B2B Product Opportunities page is relaunched -? You can now view product listing recommendations from a variety of insights and new features.

• New Customer Loyalty Analytics dashboard - The new feature helps you segment and re-engage customers based on their past buying behavior and engagement with your brand page.

?? December 2023

• Sponsored Display improves bid recommendations - This will happen by supporting campaigns with video creatives. You can customize creatives and receive bid recommendations using any custom creative.
• Overlapping audiences to identify new, similar audiences - Overlapping audiences are audiences that share common customer membership with the selected audience. You can discover new, similar audiences you can consider adding to your campaign.
• Magnite Streaming Support for programmatic guaranteed deals
• Amazon Video Builder to encourage customers to engage with your brand - Promote up to three ASINs in a single video ad. This will help you to drive brand awareness across multiple products. The Video Builder is free to use and it can pull information from your product pages to create a video in minutes.
• Automatic Headline Localization for Sponsored Brands campaigns - Create policy-compliant SB campaigns when you are unfamiliar with the marketplace's local language. Localization takes up to 24 hours, and the campaign goes live automatically once the headline is localized.
• Language Translations for Sponsored Display Custom Creatives - The new translation feature translates Sponsored Display Custom Creatives to all supported languages within a marketplace. This enables customers to engage with Sponsored Display ads in the language they’ve selected and expands the ads' visibility.

We received so much value from Amazon in 2023 and I can’t wait to see what 2024 will bring to the table.

What are your predictions for the new year? Where does Amazon need to pay more attention??

Let me know what you think below! If you think the article will be useful for your audience, feel free to share it!?