Check the complete list of what Amazon sellers should consider when preparing for Prime Day to get the most out of it. Dates, advice and data only, no useless reflections.
Break or no break, Amazon News Digest always returns with even more helpful information and exciting updates. All you need to know, you don’t have to spend much time learning about the most significant Amazon changes. It’s Amazon News Digest! Just take 5 minutes to find out what happened in April.
Total Conversion Metrics for DSP
At the beginning of April, Amazon announced new metrics for DSP campaigns and total conversions. Earlier, Amazon already presented total conversions for PPC ads. New metrics for DSP users show a broader picture of advertising performance to understand the value and efficiency of ad campaigns.
Virtual Product Placement in Prime Video and Amazon Freevee Original
Virtual Product Placement (VPP) is a revolutionary invention in the world of advertising. Its beta program was opened during NewFronts presentation. The products enrolled in this program can be showcased in Prime Video and Amazon Freevee Original after the filming has wrapped. Such a creative solution helps brands reach new audiences.
The New Return Address For Seller-fulfilled Returns
Since the end of April, Amazon FBM sellers have had an option to add new return address settings. Sellers can choose an additional address that will be more convenient for buyers, which makes returns more flexible and attractive because of their flexibility at the same time.
Amazon DSP Advanced Certification
No bees, no honey, no work, no money. Every Amazon seller or expert needs to learn before comprehending all the great functions of the Amazon work system. Amazon DSP Advanced Certification launches an opportunity to increase the Amazon DSP campaign set-up, audience offerings, reporting and attribution, etc.
Brands API For Vendor Advertisers
The getBrands API has grown to be available for vendor advertisers. Brands API improvement helps assign the proper brand ids to advertising campaigns and content. Brands were assigned falsely because of the more complicated assignment to the SB campaign or Store system.
Removal of Aging Inventory
As Prime Day might take place in the middle of July, Amazon started removing aging items on April 15 to make space for new inventory. Old inventory will be donated, recycled, or disposed of unless you recover it through liquidation or return it through Automated fulfillable inventory settings.
Amazon Creative Services
Amazon supports advertisers’ wish to provide platform users with high-quality creative content. That is why it launches creative services that can give sellers a possibility to choose between trustworthy service providers, compare their reviews, see the samples of work, book them directly on Amazon, etc.
Suggested Products Sort Option For Sponsored Products
The button ‘Suggested‘ is now available for Amazon sellers and vendors that chose to advertise with Sponsored Product ads. As a result, advertisers don’t need to dive into deep analysis to understand which products will get the biggest number of clicks. Instead, Amazon does this work for them and sorts out products with the biggest potential automatically.
Shipping and Storage Changes
Amazon has made two announcements about shipments and storage. The first one is the Shipment Performance Dashboard for the USA sellers. The second one is a new storage type: extra-large. The last change is for the UK sellers. Both updates were presented in April and required special attention from sellers of both countries.
All Images are Viewable from Search Result Page
Customers don’t need to click on products’ listings anymore to see all product photos on product detail pages. Even fewer actions need to be done to learn about the items viewers plan to purchase! All pictures are viewable from the search result page now. It’s time to consider leveling up the additional images in case it wasn’t done before.
Mobile vs. Browser Traffic Data on Amazon
Mobile and browser traffic data now is easily accessible in Amazon Reports. All you need to do is:
- Go to Reports
- Access Business Reports
- Move to Detail Page Sales & Traffic
- Click on Show/Hide Columns
- Choose the Mobile and Browser Session/Page View columns
This data might change your perception of how customers browse your products and how many Amazon customers find you through the app.
FBA Fees Increased by 5%
FBA sellers, get ready! Amazon increases FBA fees by 5%. “Starting April 28, 2022, a 5% fuel and inflation surcharge will be applied to US FBA fulfillment fees.” – confirms Amazon. The fee increase applies to all product types. Additional expenses are inevitable, but it’s better to get ready.
Amazon Releases New Data in Search Query Performance
Amazon released Add to Card data, search volume data, and more in the Search Query/Catalog Performance Report. To get the most out of it, you’ll need to go to the Search Query Performance report. Then find Search Queries that have high Clicks and ATC with low Impressions. This data is a true treasure.
Product Detail Pages Showcases Deals Related to This Product
The support from Amazon to sellers is visible more and more every day. Now The newest carousel on Product Detail pages showcases Deals related to this product. Obviously, this carousel is fully sponsored. The feature aims to attract viewers’ attention to the cheaper products or, the more frequently bought products.
Video Creatives For Sponsored Display
This feature is currently in “Preview Only” status. However, Amazon released an expansion of Sponsored Display creatives to allow sellers to add videos. Sellers will be able to show tutorials, demos, unboxing, testimonials and many more useful creative solutions. Video ads have an average conversion rate, so don’t hesitate to take advantage of it!
Update For Dangerous Goods
Effective April 25, 2022, Amazon updated guidelines for dangerous goods. It means that dangerous goods can’t be shipped to the US destinations through FBA and even in limited quantities. Sellers have to look for their own suppliers. Pay attention to this update in order to avoid extra expenses.
Product Dimension Attributes
Sellers of the giant e-commerce platform were recently informed via email about dimension attributes changes. The update is relevant to 255 product types. Starting April 26, Amazon sellers have 30 days to add specific info depending on the product type. The provided complimentary details about the product can help to reduce the number of returns.
Total Ad-attributed Impact
CPG and grocery advertisers can now utilize Omnichannel Metrics (OCM) to get comprehensive insights into their campaigns’ performance. In addition, a more holistic experience of the advertising results will be reached by bringing together ad-attributed engagements online and offline.
Ads Partner Network Members
The day had come when Amazon finally launched a partner status, a program that recognizes Ads Partner Network members globally. Advertising experts and specialists now can be verified as Amazon Ads partners. They can engage with Amazon Ads and provide service to those who want to make their ads on Amazon more efficient.
Another significant update is that Profit Whales also became Amazon Ads Advanced Partner.
Contact us to build an efficient marketing strategy and use the best practices of Amazon Ads. It means that our agency has a benefit of a partner badge, training on product releases, key retail events, and account management.
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