Latest Amazon Advertising Updates?
In the Advertising industry, change is as constant as a Prime delivery notification, staying ahead is essential. Therefore, we've got the scoop on the hottest developments to keep your strategies as sharp as the most relevant keyword. ??
From negative product targeting in Sponsored Display, a feature that lets you dodge those undesirable matches like a seasoned dodgeball champion, to Amazon's Brand store unveiling custom-fit product recommendations—because who doesn't love a tailored shopping experience? And let's not forget about the Amazon Inventory Age & Excess Analytics Dashboard, your trusty sidekick for keeping inventory in check. Oh, and did we mention "Similar ASINs in other stores"? It's like finding out your favorite sitcom has a spin-off, but for products! So buckle up, we're about to dive into a world where algorithms reign supreme, and the only currency that matters is - Conversion. ??
?? Quote of the Week
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."
- David Ogilvy
??Hot News: Enhanced Ad Experiences for Prime Video
Amazon Ads introduces a trio of innovative ad formats tailored for Prime Video, integrating remote-enabled functionalities for seamless interaction with living-room devices. These dynamic formats comprise shoppable carousel ads, interactive pause ads, and engaging brand trivia ads.
?? New Feature Alert: Sponsored Brand Product Collection Ads
Amazon has updated its requirements for Sponsored Brands product collection ads. Effective immediately, all new and modified ads must include a custom image. Starting May 31, 2024, ads without a custom image will not be delivered or receive impressions. To add an image to your ads, navigate to Campaign Manager, select the relevant campaign and ad group, access and edit the ad creative, and upload the custom image.
?? Optimize Your Ads with Negative Product Targeting in Sponsored Display Campaigns
Amazon Sponsored Display Campaigns now include the option to add negative product targeting. This enhancement aims to improve ad performance by allowing more precise targeting. With negative product targeting, advertisers can optimize their ad spend and more effectively reach their intended audience. Please note, however, that this feature is not available for vCPM campaigns.
??Amazon Partners with Meta and Snap for Direct Social Media Checkout
Amazon's new partnership with Meta and Snap allows for direct checkout from social media platforms to Amazon. This integration lets brands track customer journeys from social media ads to Amazon purchases and retarget them with precise ads. This represents a significant shift in e-commerce, enabling brands to link sales directly to social media efforts and enhance retargeting across Amazon's network.
??Amazon Ads Introduces AI Image Generation for Sponsored Display Campaigns
Amazon Ads now provides AI image generation for Sponsored Display campaigns in the US, CA, MX, and EU5. Previously available only for Sponsored Brands campaigns, this feature allows advertisers to utilize AI-generated images at no additional cost. It aims to eliminate creative barriers and enhance ad performance.
US advertisers using this feature have experienced:
This new capability is set to boost the effectiveness of Sponsored Display campaigns significantly.
??New Amazon Mobile Feature: '+' Sign on Product Listings Main Image
Amazon's mobile app now displays a '+' sign on the main image of product listings, revealing 14 similar items when clicked. This feature affects both advertised and non-advertised listings, emphasizing the importance of having an appealing main image to attract shoppers and potentially divert clicks from competitors. The impact on paid product placements is still being evaluated, but this change presents opportunities for both defense and conquest strategies, promoting traffic optimization.
??New Flexibility for Amazon Sellers: Swap SKUs on Subscribe & Save
Amazon Sellers can now swap the SKU on Subscribe & Save (S&S) subscriptions. This feature is particularly useful for managing out-of-stock situations or dealing with bugged SKUs that require duplication. The major benefit of this update is that subscriptions will remain active even when SKUs are swapped, ensuring uninterrupted customer service.
??Enhanced Flexibility for Amazon Sponsored Brand Campaigns
Amazon's Sponsored Brand campaigns now offer advertisers the ability to dynamically change their landing pages even after the campaign has launched. This feature provides greater flexibility and control, allowing for adjustments that can improve conversion rates on the fly. Advertisers can view the current landing page directly from the ad group level, simplifying the optimization process. Take advantage of this update to fine-tune your campaigns before Prime Day.
??Amazon Upfront 2024: New Prime Video Content and Expanding Advertising Opportunities
At Amazon Upfront 2024, Amazon unveiled new Prime Video content and announced its debut in the advertising sector, combining data-driven strategies with star-studded presentations. Highlights from the event included the introduction of new series like "Noir" and the documentary "Federer: Twelve Final Days," which premieres on June 20.
Amazon emphasized its dual role as an entertainment and e-commerce platform, showcasing its significant investment in diverse content to boost Prime subscriptions and ad placements. Alan Moss, Global Head of Ad Sales, highlighted the importance of expanding advertising opportunities to non-Amazon sellers, promising "full-funnel advertising at scale for everyone."
Key points from the presentation included:
Despite receiving mixed reviews, Amazon's platform engages 175 million users. The advertising division experienced a 24% year-over-year revenue increase in Q1, reaching $11.6 billion, showcasing the company's growing influence in the advertising market.
??Discover High-Demand Products with Amazon's "Similar ASINs in Other Stores" Feature
Amazon has introduced a new feature called "Similar ASINs in Other Stores." This feature allows users to view high-demand ASIN recommendations for a selected store, enabling them to choose and add high-demand ASINs to their offerings. Users can also:
This tool helps users identify and capitalize on high-demand products across different stores.
??Boost Conversions with Enhanced Visibility for Virtual Bundles
Virtual Bundles are now positioned next to the main image, moved from a lower, less visible spot. This change aims to increase consideration and conversion rates for bundles. The update highlights the importance of utilizing the virtual bundle feature, which showcases related products, encourages customers to purchase complementary items, and boosts order value.
??Enhanced Ad Placement Strategy: Optimizing CPC for Rest of Search (ROS)
A new opportunity awaits advertisers as Amazon introduces the ability to set a higher Cost Per Click (CPC) for Rest of Search (ROS) ad placements compared to Top of Search (TOS) placements. By applying a premium to ROS placements, advertisers gain the flexibility to fine-tune their ad campaigns, adjusting base bids and utilizing placement multipliers to capitalize on high-performing placements.
?? Amazon Unveils AI-Powered 'Image Generator' as a Creative Tool
Amazon has expanded its Creative tool arsenal with the introduction of an AI-powered Image Generator, poised to revolutionize the creation of customized product images. With lightning-fast capabilities, this innovative feature promises to streamline the process of generating tailored visuals for any product.
?? Amazon Set to Roll Out Sponsored Creator Content, Competing with TikTok
Amazon is gearing up to unveil sponsored creator content reminiscent of TikTok's spark ads. This initiative is a key component of Amazon's 'Creator Connections' program, presently in beta phase, which facilitates collaborations between brands and content creators. This strategic move has the potential to elevate the shopping journey by infusing authenticity into products and offering brands a fresh avenue to engage with audiences. Users are encouraged to explore 'Creator Connections' in anticipation of this forthcoming evolution.
??Amazon USA Pilots 'Customers Also Search' Feature on Product Pages
Amazon USA is currently experimenting with a new feature on product pages known as 'Customers also search.' This addition showcases products related to the one you're currently viewing, drawing from the searches of other customers with similar interests. By clicking on images with matching keywords, users are directed to the Search Engine Results Page (SERP). While the exact impact of this feature remains uncertain, it presents an intriguing development for Amazon customers.
?? eCom Updates
??Employee Spotlight
Marty Borostik | VP Operations
William Bell | Head of Brand Management
Ali Sulehria | Content & Community Specialist
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