The Marketplace Flash - March 2024

Increase Sales with New Metrics Available on the Build Your Brand Page

Four new metrics are available on the Build Your Brand landing page to better measure a brand's performance. These metrics, including Branded Search Ratio, Star Rating, Repeat Customer Ratio, and Brand Conversion Rate are available in a graph format. Brands will not only be able to track these metrics, but Amazon will provide recommendations on how to improve them going forward. Read more.

Lower FBA Fulfillment Fees With Ships in Product Packaging

Amazon's current Ship in Own Container (SIOC) Program has been updated to the Ships in Product Packaging Program (SIPP). Under SIPP, FBA sellers can ship orders in their own custom-packaging and receive lower FBA fulfillment fees. This program improves overall sustainability, and creates connectivity with customers through personalized branding and packaging. Read more.

Premium Navigation Carousel Has Been Updated for a Better Customer Experience

Amazon's Premium Navigation Carousel within the A+ Content feature is now available in the A+ Content Manager. This Premium A+ Module now includes clickable tabs with a translucent overlay over the images where consumers can click easily through the carousel (desktop experience) or click/swipe horizontally (mobile experience) to view the variety of images and product callouts in the carousel. Read more.

Instant Replacements are Available for Seller-Fulfilled Returns

Amazon customers who receive a defective, damaged, or wrong product can utilize the Prepaid Return Label Program to instantly request a new product. This update began on February 12 and allows buyers up to 30 days to return their order. If a return is not requested during that time, consumers will be eligible for an automatic refund. For more information, please visit the Seller Central article titled Replacements for seller-fulfilled returns. Read more.

Boost Amazon Posts Through Sponsored Brands Campaigns

Brands can now boost the organic success of Amazon Posts through Sponsored Brands campaigns. Advertisers are now able to create Sponsored Brands ads directly from the posts portal using a top-performing post that is already live. However, the new feature is in Beta and is not available for all brands yet. Read more. Read more.

Deepen Your Understanding of Your Brand Store Via New Metrics

Three new metrics are available for Store insights which include average Bounce Rate, average Dwell Time, and New-to-Store Visitors. Bounce Rate is how often a shopper leaves your store without interacting. Dwell Time is how long shoppers are on your store's pages. New-to-Store Visitors is how many new shoppers see your store. These new metrics can help brands better optimize based off of store performance and customer interactions and behaviors. Read more.

Sponsored Brands Video Introduces Vertical Video Creatives on the Advertising Console and Amazon Ads API

Vertical video campaigns can now be used for advertising on Amazon driving to Stores. Vertical videos provide more authenticity than horizontal videos, especially when shopping on mobile. The more organic feel allows for user-generated and creator-based stories. Read more.

Find the Right Multi-Channel Fulfillment Integration With New Tool

The new Multi-Channel Fulfillment (MCF) Integration Selection Tool helps sellers choose the right fulfillment solution, simplifying the process. MCF integrations save time for brands by automating the shipping processes for an efficient shopping experience across all sales channels. Access the tool via MCF Integration Selection Tool within Seller Central. Read more.

Increase the Chance to Get Your Amazon DSP Creative Approved

Pre-moderation guardrails allow Amazon DSP customers to make adjustments to a creative before it is sent to moderations by receiving warnings. The asset picker allows for previous creatives to be used, overall reducing time and making creative management workflow more efficient. Read more.

Advertise Audible Titles With Sponsored Brands

Vendors can now leverage Sponsored Brands to advertise their Audible titles (along with eBook and print books that were previously available), helping build awareness and engaging readers with relevant ads on the search page. Read more.

Walmart, Amazon, and Shopify Leverage AI to Improve Shopping Experience

Walmart and Amazon are utilizing AI to provide customers with more shopping assistance. Walmart has introduced a generative AI search tool called Consumer Electronics Show, which allows shoppers to search by use case. Amazon's Rufus is an AI shopping assistant that analyzes the product catalog, reviews, and addition- al information to provide comparisons, answer questions, or give recommendations. Shopify and IKEA have also launched recent search-based updates. Read more.

Walmart Counters Amazon’s eCommerce Lead With Omnichannel Tech

Walmart is ramping up its efforts to integrate digital and physical shopping experiences, aiming to compete with Amazon's dominant position in consumer retail spending. The company is testing digital labels in stores to help shoppers navigate and is planning to remodel stores with interactive technology. Walmart is also introducing AR technology for virtual try-ons of eyeglasses, making the online shopping experience more immersive. Read more.

eBay Leverages AI for Enhanced Auto Parts Sales and Social Commerce Engagement

eBay is using AI to enhance its offerings. The platform now offers personalized auto part recommendations based on vehicle mileage, demonstrating its commitment to improving customer experience and staying competitive. By leveraging AI for predictive maintenance and simplifying listing processes, eBay offers a new use-case for AI in the e-commerce space. Read more.

TikTok Shop is Taking on Amazon — One Viral Video at a Time

TikTok Shop has brought mixed opinions on whether TikTok should be considered an e-commerce platform. While many users are satisfied with this update due to its ability to bring emotion to the shopping experience through influencer culture, others worry that the integration of shopping into social media content can affect user experience and advertising dynamics. Despite this, due to TikTok Shop's popularity, changes in seller fees are expected. Read more.

Target Reportedly Considers Launching an Amazon Prime-like Paid Membership Program

Target is considering launching a paid membership program, potentially leveraging its Shipt delivery service. However, with a high percentage of US adults already subscribed to retail memberships like Amazon Prime and Walmart+, Target faces the challenge of offering a compelling reason for customers to enroll. To stand out, Target may need to offer lower prices or partner with a streaming service to provide additional value and discounts. Read more.