Welcome 2024 - Let the Advertising Games Begin ??
We are back with yet another edition of SwiftPulse, where Amazon is orchestrating a financial symphony that would make Bezos proud. As we step into 2024, it seems Amazon's profit margins are on a rollercoaster that only goes up—like a Prime delivery van on steroids. Forget the e-commerce roots; they're now in the business of making money out of thin air, well, thin digital airwaves, with third-party seller services, Prime subscriptions, and ads popping up faster than you can say, "Alexa, predict the stock market." Buckle up, because it seems like Amazon's profitability journey is just getting warmed up, and we're here to ride shotgun on this thrilling, and slightly sarcastic, rollercoaster. ??
?? Quote of the Week
Don’t count the days, make the days count." - Muhammad Ali
??Hot News: Vertical Video for Sponsored Brand Campaigns
Now you can spice up your Amazon game with vertical videos! Just dive into the "Drive Page Visits" and "Grow Brand Impression Share" goals. This cool feature is up for grabs if you're an active Brand Store advertiser in the US. It's like a shortcut to reusing your existing content for some serious engagement boost. Time to give your brand that extra oomph and rock the advertising scene! ??
?? New Feature Alert: Amazon Ads
Exciting news from Amazon Ads! They've just taken things up a notch by introducing Alexa to DSP (Demand-Side Platform) on January 3rd. Now, advertisers can tap into the power of Alexa as a supply source for Standard Display and AAP-Mobile App within Amazon DSP. This game-changing integration opens up new avenues for advertisers to connect with a broader audience, especially through the Alexa Home Screen display, with a special focus on Echo Show devices. It's a whole new dimension for reaching customers – courtesy of Amazon Ads!
??Video Only for Creatives
Amazon Launches Video-Only Creatives for Sponsored Brands:: Amazon has introduced a new feature for Sponsored Brands, allowing advertisers to use video-only creatives that focus solely on brand storytelling.
??Auto-Localization for SB Campaigns?
Exciting update from Amazon on January 7th! They've just launched a game-changing feature for Sponsored Brands campaigns – Auto-Localization. Now, creating policy-compliant ads across various marketplaces is a breeze. Advertisers can simply opt for automatic headline localization, effortlessly translating their headlines into the local language of the target country. It's a seamless solution for reaching diverse audiences without breaking a sweat. Amazon just made global advertising a whole lot smoother!?
?????Brand Tailored Promotions Expand to 7 New Stores
Great news for brand owners! Brand Tailored Promotions are now spreading their wings to encompass the United Kingdom, Germany, Spain, Italy, France, Mexico, and Canada. ?
??Custom Images Galore
Heads up, advertisers! Change is in the air. As of January 31st, 2024, buckle up for mandatory custom images in new Sponsored Brands Product Collection Ads on Amazon. It's time to step up your visual game! Don't worry if you're rocking existing campaigns without custom images – they'll keep running smoothly until May 31st, 2024. Time to get creative and make those ads pop! ??
??Sponsored Brands Theme Targeting
Amazon has just unveiled a groundbreaking feature on January 3rd – Sponsored Brands Theme Targeting. This innovative approach is a game-changer for campaign creation and performance enhancement. Picture this: continuous optimization powered by Amazon's machine learning and shopping insights. Each targeting group fine-tunes keywords for optimal performance, making campaign management a breeze. It's a whole new level of efficiency for advertisers!
??Breaking News: Amazon DSP Events Manager Enhances AMC with Off-Amazon Signals
On January 24th, they've amped up the game with Amazon DSP Events Manager enhancing the Amazon Marketing Cloud (AMC) through the inclusion of off-Amazon signals. This integration, kicking in from October 20, 2023, brings in data from Amazon Ad Tag (AAT), Conversions API (CAPI), and Mobile Measurement Partner (MMP), taking AMC's analytical capabilities to a whole new level. It's all about comprehensive insights for smarter marketing strategies!?
??Unleash the Multi-Image Slideshow
Introducing Amazon's hottest new sensation: the Multi-Image Slideshow for Sponsored Brands! It's like taking your brand's marketing to a fancy dress party, and it's not just here to look good – it's here to dazzle and amaze!
Now, your brand can strut its stuff with a continuous slideshow of up to five fabulous images!
But hold on to your top hats because this isn't just a fashion show; it's got some serious benefits:
For the creative souls out there, this feature is like opening the door to a storytelling wonderland. From images that show your product fitting seamlessly into everyday life to scenarios that demonstrate its real-world applications, your storytelling canvas just got as big as the Grand Canyon. The possibilities are endless, and your brand's story is about to get a lot more exciting! ??????
??In Focus: 'Exact' Keyword Match Type on Amazon Isn't Feeling So Exact Anymore!
Amazon is stirring up a cocktail of chaos in the advertising world, and they've been as clear as mud about it. It's like they're playing a game of hide and seek with our keywords! I mean, come on, the whole point of match types is to let us aim our advertising missiles with precision, not shoot them into the great unknown. We want predictable results, not a game of "Where's Waldo?" ??
But, hold onto your Amazon shopping carts, because when the unpredictability hits, it's like trying to catch a greased pig at a county fair – frustrating and not what we signed up for! We don't want our ads to be the surprise guest at the party; we want them to be the life of the party!
And, oh boy, did we stumble upon a gem: Sponsored Brand exact match targets decided to play hide-and-seek with ASINs! I mean, who invited them to the party? It's like your recliner suddenly showing up as the surprise guest at your poker night. Nobody saw that coming!
Now, let's flip through Amazon's cryptic documentation and see what they've got to say for themselves. Who knows, maybe they're just trying to keep us on our toes! ??
Amazon's match types are as clear as a bowl of alphabet soup. They've created a mysterious hybrid of exact and phrase match that's more confusing than a kangaroo on roller skates.
领英推荐
Speaking of Phrase match, Amazon seems to have hidden its rulebook in a treasure chest. We've scoured every inch of their documentation, but changes like "forehead light" triggering "headband light" have left us scratching our heads.
What we really need are clear match-type rules, not a riddle wrapped in an enigma. Understanding these quirks in phrase match might unlock better targeting opportunities. Have you experienced this confusion too? We're collecting data to see how widespread it is, so share your Amazon match type mystery with us!
??Amazon Trending Tidbits
Amazon Resumes Seller Fulfilled Prime Enrollment
Seller Fulfilled Prime enrollment is BACK, and Amazon has decided to waive the originally planned 2% fee, influenced by valuable seller feedback.
The Seller Fulfilled Prime program offers sellers a unique opportunity. They can independently manage fulfillment while adhering to Amazon Prime's delivery standards. This move may also be seen in the context of Amazon's recent FTC lawsuit, alleging that sellers are steered toward using Amazon's fulfillment services, limiting alternative delivery strategies.
For Amazon sellers, the reopening of this program carries significant implications. Aside from the obvious advantage of controlling fulfillment, displaying the coveted Prime badge on products can greatly impact buyer decisions.?
However, with opportunities come challenges. To be eligible for the program, sellers must meet certain criteria, including maintaining a 93.5% on-time delivery rate and offering free one-day and two-day delivery for Prime customers.?
Did Amazon Really Make More Than $1B From Using a Secret Algorithm to Increase Prices?
Have you heard about Amazon's secret weapon, 'Project Nessie'? This algorithm allowed Amazon to test how high they could raise prices while monitoring competitor responses. Pretty clever, right? ??
While Amazon states that this project aimed to prevent unusual pricing outcomes, the FTC is raising eyebrows. With Amazon holding nearly 40% of the e-commerce market share, every move it makes sends ripples throughout the industry. And here's the jaw-dropping part: Project Nessie reportedly generated over a whopping $1 billion in revenue for Amazon!
??New Ways of A/B Testing
Revolutionary news for advertisers on Amazon! Say goodbye to the old ways of A/B testing for Sponsored Brands campaigns. The new strategy, set to replace the traditional duplication method, is all about efficiency. Instead of juggling duplicated campaigns, the updated approach recommends consolidating efforts into one campaign and ad group.?
Now, you can seamlessly test multiple ads within that group. Amazon's smart rotation of traffic ensures variables stay constant, making the testing process more streamlined and effective. It's a game-changing evolution in campaign optimization!?
??Mobile PDP’s for High Priced Items
Amazon is rolling out its intriguing "What can we show you next?" feature to mobile product description pages (PDPs), notably for higher-priced items. This addition displays five thoughtfully crafted questions above the product image gallery, a trend initially spotted on FMCG ASINs (SKUs) as well.
The purpose behind these questions appears twofold: to distill information previously scattered across PDPs and to prompt users with relevant queries, aiding them in deciding if the showcased product aligns with their needs. From a brand perspective, this feature presents both an opportunity and a challenge, potentially increasing the chance of users bouncing to another product's PDP.
Brands should seize this moment to enhance their PDP images, particularly if they merely showcase packaging rotations. Capturing consumer attention here could be the key to conversions before they delve into the question section.
The straightforward nature of these questions opens doors for brands to make informed decisions, from targeting specific ASINs in retail media to identifying potential bundling opportunities. The five questions cover:
This feature not only benefits consumers but also provides valuable insights for brands to refine their strategies. It's a dynamic shift in the Amazon shopping experience, and we're eager to hear from others about the accuracy of Amazon's responses to these questions. Check out images of an ASIN example below and join the conversation!
???Amazon Redefines the Flat File Game
Hold onto your hats, because Amazon is shaking things up with a radical revamp of its product data structure, and it's poised to redefine the flat file game. This overhaul is no small tweak – it's a significant transformation.
The changes are noteworthy:
These updates are more than just cosmetic; they signal a shift in how information flows within the Amazon ecosystem. Brace yourselves for a new era in managing product data on this retail giant. It's a game-changer, and sellers, brands, and enthusiasts alike will want to stay tuned for the impact of this evolution in the e-commerce landscape!
?? eCom Updates
Employee Spotlight ??
Marty Borostik | VP Operations
William Bell | Head of Brand Management
Ali Sulehria | Content & Community Specialist
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