Harnessing season trends in Amazon Ads? We got ya covered
AMZ Pathfinder
We help great brands scale with Amazon advertising | Amazon PPC Management | Amazon DSP Services | Amazon Store Builder
Hot off the Amazon Grill???
How to Harness Seasonal Trends for Amazon Advertising Campaigns
Our latest blog, How to Harness Seasonal Trends for Amazon Advertising Campaigns, in collaboration with Seller Candy, highlights key strategies to help you maximize conversions during peak shopping periods. In this post, you will discover how to:
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Nerd Lounge ??
Back to the roots
With the huge variety of announcements Amazon made last week at the UnBoxed event, many sellers are super excited about upcoming new features and tools. I've seen less talk about the fundamental aspects of ad management, with everyone's gaze fixed on the new features.
I want to get back to basics and highlight one of the most important aspects of any campaign setup - bidding strategies.?
Bidding strategy have been an option on Amazon for a long time, but about a year ago, Amazon pulled a tricky little move by setting the default method as “Up and Down” when creating a new Sponsored Product campaign instead of “Down only”, which was the setting all campaigns created up until that point used by default.
When we are onboarding new clients, this is one of the most common missteps we see in their account. Many campaigns were left with the default bidding option “Up and Down” accompanied by poor performance, and unnecessarily high CPCs.
Our suggestion is to use “Dynamic bids - Down only” at first, which is the safest approach to start out and retain?control over your costs. The alternative, when doing product launches or if your goal is to increase product visibility, is to use “Fixed Bids” where you are freezing your bids at a specific level and have done the calculations to understand what your expected results are.
Avoid using the “Dynamic Bids - Up and Down” option by default as it can easily drive up CPCs, especially if you're combining it with “Bid increment by placement”, as well as “Rules-Based Bidding” which is a setup where your campaign aims towards the performance of the ROAS goal you’re setting it up. Even though this option sounds amazing and looks purely performance-driven, keep in mind that you won’t have any control over the bid levels and are fully relying on Amazon’s algorithm and predictions. Based on our experiences, the output in most cases isn’t satisfying. As always, your results may vary and don't be afraid to test it.
We hope this was a useful reminder that no matter what new features come out at big glitzy Amazon events, always focus on the fundamentals. Staying true to the fundamentals can make a significant difference in your account’s performance over the long haul.
Save The Date???
Amazon Dates to Remember
Cross Border Summit (November 3-5, 2024) in Chiang Mai, Thailand
I will be attending the Cross Border Summit to learn from leading experts in Amazon, Dropshipping, SEO, Lazada, and Shopee. This yearly conference brings together top e-commerce leaders worldwide to share insights on business strategy, marketing, team development, and tactics for staying ahead in today's global marketplace. Looking forward to learning and networking at the event. See you there! ??
Amazon Latest Feed ??
Amazon Trending Tidbits???
Amazon unboxes advertiser capabilities spanning AI, DSP, and insights
Amazon Ads revealed several new features at its UnBoxed conference, including enhancements to its Demand-side Platform (DSP) and a self-service generative AI creative studio . The updates aim to streamline campaign creation, provide insights through machine learning, and optimize media investments. Among the new capabilities are frequency cap controls, ads data integration with Salesforce, and AI-powered audio ad generation. These tools, available in beta, aim to help advertisers scale campaigns and improve reach, especially as Amazon Ads faces slowing revenue growth. Additionally, Amazon plans to expand Prime Video ads to more global markets by 2025.
Updated Product Bundling Policy for Consumables
Amazon has updated its Product Bundling policy for consumables in the grocery, pet, baby, and health and beauty categories, which has been effective since October 14, 2024. Only bundles created and offered by the original manufacturer, who must own the brand for all items in the bundle, are now permitted. Mixing products from different manufacturers or listing bundles under “Generic” is no longer allowed. For example, you can list a Frito-Lay Mixed Chips Pack, but not create your combination of Doritos and Cheetos or bundle them with unrelated items. Enforcement of this policy on existing bundles will begin in late Q4 2024, with 30 days’ notice provided.
Amazon Ads Launches New AI – AI Creative Studio and Audio Generator?
At UnBoxed 2024, Amazon Ads introduced two new AI tools - an AI creative studio and an Audio generator, aimed at helping advertisers scale their reach by simplifying ad creation across multiple formats. The AI creative studio consolidates Amazon's image, video, and future audio generation tools into one platform. So far, we've been using the AI generative features inside various ad campaign types with mixed success, so they are unifying the experience. This should allow brands to easily create and refine ad content using a single product shot or existing assets. You can even add things like subtle movement to existing images, which could help them be more eye-catching.
The Audio generator enables advertisers to quickly produce 30-second audio ads, expanding their campaign reach to Alexa-enabled devices. These aim of these innovations is to lower creative barriers, helping advertisers of all sizes engage customers more effectively across Amazon’s platforms.
Thank you for reading!
- Brent
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