Trending Updates from Amazon Advertising?
Welcome aboard the SwiftPulse Express, your weekly ticket to the wildest roller coaster in the industry! Folks, this week's newsletter is serving up more twists and turns than a prime-time soap opera. From Amazon's new fee that's got sellers in a tizzy to the latest Amazon Ads feature that's driving marketers wild, we’ll be sharing insights for you from the deep end of the digital marketplace. And if that's not enough to get your pulse racing, SB Store is pulling out all the stops with not one, not two, but three dazzling Sub-Stores. Plus, brace yourselves for a game-changer: the Amazon Store Insights Dashboard is here to turn your sales data into gold. So grab a coffee, strap in, and let's ride the waves of industry updates together! ????
?? 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: New Fee Targeting Sellers from April 1, 2024
Commencing April 1, 2024, Amazon is set to implement a fresh fee structure aimed at sellers who struggle to uphold adequate stock levels to meet consumer demand. The objective behind this initiative is to promote improved inventory control and guarantee punctual deliveries.
Sellers are strongly recommended to utilize the "historical days of supply" metric provided on the FBA dashboard to evaluate and fine-tune their inventory, ensuring a minimum supply of 28 days to circumvent the fee. This strategic measure is crafted to enhance the efficiency of the marketplace and elevate seller performance.
?? New Feature Alert: Purchase Drivers Feature by Amazon Ads
Amazon Product Opportunity Explorer introduces an exciting new addition - the 'Purchase Drivers' feature! ?? Delve deep into your niche market with unmatched insights to propel your product towards success.
Positive Drivers:
Uncover the pivotal features driving sales success within your niche! This tool meticulously analyzes specific attributes and their influence on product sales, offering invaluable insights to help you outshine the competition. ??
Negative Drivers:
Pinpoint and tackle the factors hindering your products' progress within your niche. With the 'Purchase Drivers' feature, unearth features that adversely affect sales, empowering you to refine your approach and optimize your listings for superior performance.
??Three Sub-Stores in SB Store?
The latest update for SB Store Spotlight ad Placement brings substantial enhancements to the experience for both advertisers and store owners. Now featuring three sub-store pages, advertisers can showcase up to three products, providing a more tailored and strategic method for product promotion. This update offers a heightened level of personalization, empowering advertisers to effectively spotlight their offerings.
??Mobile SERP Thumbnails for Both Paid and Organic Listings
Amazon has rolled out an innovative feature on mobile SERP thumbnails for both paid and organic listings. Marked by a magnifying glass icon located at the bottom left corner of the main image, this new addition is designed to enhance product discoverability. Users can now conveniently zoom in for a closer inspection, fostering a more engaging shopping experience.
??Premium Beauty Brand ads on Product Detail Pages (PDP)
The placement of Premium Beauty Brand ads on Product Detail Pages (PDP) has undergone an update, now appearing below the product description. These ads showcase clickable images alongside a "Shop now" option, guiding users directly to the brand's store page.
??Vertical Video vs. Horizontal Video on Amazon??
Amazon recently introduced Vertical video for Sponsored Brands. To gauge its effectiveness, an experiment comparing horizontal and vertical formats within a Sponsored Brand campaign, utilizing Theme-based targeting.
??In Focus: Analyzing Search Query Performance Report
According to the Search Query Performance (SQP) report, the typical number of products viewed by customers falls within the range of 20 to 25. Among these products, approximately 59% are advertised. It appears that Amazon may have utilized this data to strategically determine the placement of new ad spots.
???Sponsored Display Ads now Offer AI-generated Images
Sponsored Display ads now offer AI-generated images! This enhancement, introduced last October, provides advertisers with additional creative options to broaden their audience reach. Easily access this feature within the image section of the campaign creation process.
?? Sponsored TV Signals have Joined the Amazon Marketing Cloud (AMC)
Revolutionizing advertising strategies. Dive into TV event-level signals for comprehensive cross-media custom attribution analyses, offering insights into the true impact of streaming TV campaigns over 12.5 months.
?? New from the AMC Platform?
It now includes more signals and datasets, including Subscribe and Save (SNS) and Prime Video supply sources. These additions enhance AMC's value proposition by providing advertisers with deeper insights and opportunities to engage diverse audiences.
??Introducing the Amazon Store Insights Dashboard
This new tool allows advertisers to effortlessly monitor their store's average bounce rate, dwell time, and new-to-Store visitors. Your Amazon Store is not just a virtual space—it's a crucial destination in the buyer journey, offering numerous opportunities to showcase your brand, unveil new products, and connect with potential shoppers.
???Crafting an Effective Amazon Advertising Strategy for X,Y,Z
In the realm of Amazon Advertising, determining the ideal strategy for different brands, X, Y, and Z, is not a one-size-fits-all endeavor. Here's why:
There is no universal solution. Each brand requires a tailored approach that considers various factors. Rather than merely pointing out flaws, strategic discussions are vital for crafting effective advertising strategies. Here are the key variables:
?Shareholder Buy-In: Understanding and aligning with stakeholder perspectives.
?Optimizing Placement and Rankings: Leveraging case studies to enhance visibility and sales performance.
?External Traffic and Marketing Initiatives: Integrating broader marketing efforts for synergistic results.
?Budget Allocation: Strategically distributing advertising spend for maximum impact.
?Short-Term Metrics vs. Long-Term Goals: Balancing immediate results with overarching objectives.
All these factors converge to shape a successful Amazon Advertising strategy, tailored to each brand's unique needs.
领英推荐
Explore the Thought Process:
Watch the accompanying video to delve into the strategic considerations behind understanding product categories and building brand strategies.
??Navigating Amazon Advertising: SB Product Collection vs. Store Spotlight
Navigating Amazon Advertising presents a choice between directing traffic via Sponsored Brands (SB) to Product Detail Pages (PDPs) or Store pages, especially in contexts like boating accessories. Customers searching for broad terms like "boating accessories" are typically in a discovery phase rather than seeking specific products.
For such queries, SB Store Spotlight proves advantageous by showcasing broader product categories and directing users to category pages, enticing them to explore further. This approach not only offers a wider range of relevant product collections but also facilitates new customer engagement, subsequently feeding into remarketing efforts. Hence, aligning keyword targeting with campaign intent and opting for Store Spotlight can effectively drive brand discovery and acquisition.
??Unlocking Ad Performance: Insights from Rob's Winning Strategy
Gain expertise in enhancing both your click-through rates and conversion rates from the invaluable insights presented by Rob during November's Billion Dollar Sellers Hack contest.
Uncover the strategies behind achieving high conversion rates and click-through rates in your advertising endeavors. Acquire practical advice for enhancing your ad impressions and clicks to yield superior outcomes!
??Elevating Seller Insights: Amazon Introduces Enhanced Metrics for Store Page Performance
Amazon recently announced significant improvements to its Store page insights, introducing new metrics to empower sellers. Among the additions are average dwell time, average bounce rate, and the count of new-to-store visitors.
These metrics are designed to offer sellers deeper insights into user engagement and customer reach, underscoring the pivotal role of a captivating storefront design in driving performance. By providing a clearer understanding of how customers interact with Store pages, these enhancements enable sellers to refine their strategies and optimize the shopping experience for increased conversion rates and customer satisfaction.
??Amazon's Personalized Promotions: Introducing Audience-Specific Coupons
Amazon unveiled a significant upgrade to its coupon feature, introducing audience-specific coupons for sellers. Among the updates is the ability to target specific audiences, including a novel option to target brand cart abandoners from the preceding seven days.
This enhancement, which necessitates a minimum audience size of 10,000 customers, is poised to revolutionize promotional strategies. By tailoring coupons to specific audiences, sellers can deliver more personalized promotions, thereby enhancing conversion rates. This approach ensures that promotions reach consumers who have already shown interest in the brand's products, increasing the likelihood of successful conversions.
?? Event Alert! Listing Teardown
?? Date: April 9th
?? Time: 9:00 AM PST
?? Location: Zoom
?? Introducing "Listing Teardown" – Your Gateway to E-Commerce Excellence!
Hosted by SwiftStart in collaboration with Oddit, this event is set to revolutionize your approach to Amazon listings. Are your products lost in the digital abyss? Join us on April 9th at 9:00 AM PST for a deep dive into the art and science of crafting captivating listings that convert!
?? Main Objective: We'll be dissecting poorly performing Amazon listings to uncover the secrets behind their lackluster performance.
?? What to Expect: Our team of seasoned experts will conduct FREE Oddits of the listings submitted for review. Gain invaluable insights into optimization strategies, unravel the mysteries of compelling copywriting, and skyrocket your conversion rates!
??? Free Admission: Simply register for this exclusive event to secure your spot.
??Book Your Slot: Share the listings that you'd want us to review by simply adding the ASIN and providing your email address in this google form.
?? eCom Updates
Employee Spotlight ??
Marty Borostik | VP Operations
William Bell | Head of Brand Management
Ali Sulehria | Content & Community Specialist
?? Take Advantage of Our FREE Amazon Oddit Report
Are you looking to scale your Amazon business to new heights? Then you’re definitely at the right place. Book your free Amazon Listing Oddit today! SIGN UP HERE
Co-Founder @ AmpliSell | Amazon Full Service Agency | Over $100M Managed & 480k Hours Returned to Clients | Book a Call by Clicking the Link in My Profile
11 个月Choo choo!