This Week's Amazon News: Big Advertising Updates from unBoxed (AMC, DSP, and More)
Amazon Unveils Major Advertising Updates at unBoxed 2024: New Tools for Brands Amazon has announced several new advertising features at its unBoxed conference, including enhanced Amazon Marketing Cloud capabilities, multi-touch attribution, audience-based bid optimization, and a new product launch service. These updates, along with expansions to Amazon DSP and new AI-powered creative tools, aim to improve ad targeting, optimization, and content creation for brands advertising on the platform.
Retailers Can Expect Another Record-Breaking Holiday Season
The National Retail Federation predicts a 2.5-3.5% increase in holiday sales for 2024, projecting $980-990 billion in revenue despite economic challenges, with online and nonstore shopping expected to be the main growth driver, rising up to 9% from 2023.
TikTok Launches New In-Stream Shopping Push
TikTok launched their?"Fall Deals For You" promotion to boost in-app shopping, featuring discounts from major brands and live shopping events, as part of its effort to increase revenue through e-commerce, despite slower adoption of in-stream purchasing in Western markets compared to its Chinese counterpart Douyin.
Envision Horizons' Amazon Prime Big Deal Days Event Recap
Amazon?saw record-breaking sales during Prime Big Deal Days 2024! Envision Horizons' observed a?94% increase compared to last year's event and a 1201% surge from September averages. Despite a 58% rise in advertising costs, brands experienced a 1603% boost in organic sales, highlighting the importance of balancing paid strategies with strong organic presence in this hyper-competitive landscape.
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Post From Abhishek Digaskar :
At this year's Unboxed, Amazon Ads has unveiled several new features that draw on its extensive, end-to-end consumer insights to assist brands in launching new products. Additionally, Amazon is making its advanced advertising measurement and optimization technologies available to all advertisers on its platform. Few of the notable features are covered below : New Product Campaigns: Amazon is launching a new service to help brands quickly introduce new products to customers within the first 90 days of launch. This includes advertising placements across Amazon's properties as well as leading broadcasters and publishers. Brands using these new product campaigns have seen a 9% increase in weekly sales growth on average. Audience Bid Boosting: Amazon is offering audience bid boosting to help advertisers re-engage shoppers who have seen their streaming TV ads and also visited their website. This allows advertisers to focus their investments on these high-value customers. New AMC Solutions: Amazon Marketing Cloud (AMC) is introducing no-code capabilities for advanced audience analysis and optimization. New solutions include high value audience identification and optimal ad frequency analysis. These make AMC's sophisticated insights accessible to advertisers of all sizes. Measurement Enhancements: Amazon is launching a new multi-touch attribution model to show the relative contribution of each marketing tactic. Conversion path reporting will visualize the top converting customer journeys. Long-term sales insights will estimate future sales impact from upper-funnel tactics. ?
Post From Vanessa Hung :
Custom Bundles Are Out—Here’s What Amazon Sellers Need to Know! If you’ve been offering product bundles in grocery, pet, baby, health, or beauty categories, heads up: Amazon just dropped a significant policy change. And it’s a game-changer for resellers. Starting October 14, 2024, only manufacturer-created bundles will be allowed. This means that sellers can no longer mix and match products from different brands or offer custom bundles under a generic or their own brand. So, what does this mean for resellers? This is a MASSIVE hit for many third-party sellers who’ve built their business around bundling complementary products. For example, while you can still sell a pre-packaged Frito-Lay variety pack, you can’t create your own bundle with Doritos and Cheetos or throw in non-related items like paper towels. This new policy may impact those of us who rely on bundling strategies for consumables to stand out and drive sales. This could feel like a door closing for many, but it’s also a push to rethink strategies.? The countdown to compliance is on, with late Q4 as the deadline for removing non-compliant bundles, and 30 days notice will be given before any action is taken. What should sellers do? If bundling is a big part of their sales strategy, this change could be tough, but it’s also an opportunity to shift focus to staying compliant while finding new ways to serve customers. ?
Post From Jeffrey Cohen :
What happened on Tuesday was a pinch-me moment as I took the stage as a keynote speaker at Amazon Ads unBoxed event. Partners are crucial to the success of advertisers, and I live for this partner community.? A few key highlights from this session included: ?
The partner program has grown to over 2,500 members representing technologies, agencies, and services across the globe. A few new partners that were highlighted included DEPT?, Revive , Global Overview, Canva, and Spaceback, who are all driving innovation and making it easier to advertise. ?
AMC is now available for everyone! If you're interested in learning more, reach out to Adbrew, Trellis, BidX - Scale Marketplace Ads, Xmars, Lingxing, Intentwise, Amerge, ubun, Teikametrics, or Quartile. ?
You can grow a brand from challenger to industry leader in four years! poppi was invented in Allison's kitchen in 2020; today, they are the top-selling soda on Amazon. Working with Tinuiti, Poppi was experimenting with OTT; today, they are sponsoring the WNBA (Women's National Basketball Association) on Prime Video & Amazon MGM Studios and running Super Bowl ads. Thank you to Jeremy Cornfeldt and Allison Ellsworth for sharing your story. ?
Brands win when they blend brand and performance marketing dollars. Hasbro's success has come from using data to make smart decisions and measure the impact that upper-funnel advertising has on performance marketing. With the help of Kepler, they are reaching new audiences and finding new shoppers. Thank you to Remy Stiles and Jennifer Burch for joining me on stage. ?
You need to adopt a test-and-learn mentality. This was a common theme in multiple conversations. Test, learn, and double down when you see what's working. Oh, and as Jennifer said, ask your CFO for more money! ?
Everything starts with effective measurement. Sarah Armstrong led an insightful conversation with Kashif Zafar and Nihar Das around how brands are using measurement to make informed decisions. ?
Partners drive innovation on behalf of advertisers. This was demonstrated with one of our newest products Impression Tipping Point. Developed in partnership with Omnicom Media Group (Flywheel) this helps advertisers maximize return on ad spend by identifying the optimal spend level around a point where KPIs spike but below the plateau of diminishing returns. ?
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