Stay Up To Date On The Latest From The Amazon Jungle
Amazon Advertising: What's New for Fall 2020 and How to Take Advantage of Them
Something in Amazon is changing! We realized this immediately. Just back from vacation, still with tanned and relaxed skin after the holidays.
Our common chat keeps ringing. Each of us discovers something new every day, be it a beta, a format or a new feature.
The changes underway are many and on multiple fronts : Seller Central and inventory management, the Advertising Console reports and the related data range, the advertising formats, and last but not least the front end, where product sheets appear with a new dress.
So I forced myself to stop for a moment and analyze the changes to understand what direction Amazon is taking. Why do this? Because if Xingu's goal is to help its customers, then we have to ask ourselves what is the direction we are taking, where these changes will lead us. Only in this way will we be able to indicate the route to follow to our brands, only in this way will we be able to orient ourselves in the Amazon jungle.
A trend immediately seemed obvious to me, a route to follow and concerns the changes of the Store Page and the Sponsored Brand format. The changes, which we will now analyze, point in a clear direction. Giving more and more voice and relevance to proprietary Brands, making the Store Page touchpoint become key. The innovations concern three main areas:
· Research and reachability
· Advertising formats
· Analytics and reporting
And finally we will take a last look at the operation.
Let's see in detail:
· Accessibility: From the search bar it is possible to directly access the Stores (currently in America). The stores therefore become equal to the suggested keywords. Other historical entry points, from the Product Sheet, are explained.
Going into detail. In Europe, stores are starting to appear in search suggestions. Currently the research points to the SERP and not directly to the Store, so it becomes essential to preside over the Sponsored Brand format with the Brand keywords to avoid the "attack" of competitors.
From the product sheets, on the other hand, you have direct and clear access to the Store. While before it was the same for all brands, now for brands with a Store the label changes to: Visit the Store of ...
So in the case of a Registered Brand it is suggested to publish the Store and enhance the in-Amazon corner.
3 new formats are available for Sponsored Brands:
Mobile: impactful Visual version. You can insert a Lifestyle image to enrich the user experience from mobile and to make the format more visible. As it appears, traffic to the store will increase, as the products shown are smaller than the main image, which in fact takes on the value of a full screen banner, and therefore has an impact.
Video: available in UK and DE. Interesting evolution, which moves towards a Branding and non-Performance format.
Spotlight: you can choose 3 pages of the Store (and not just 3 products). Interesting feature to develop strategies linked to categories and ad hoc pages, such as thematic pages, perhaps linked to discounts.
The suggestion is to test the novelties to evaluate their effectiveness on New-to-Brands, i.e. on new customers who have never made a purchase related to the Brand's products in the last 12 months. We remind you that this data is not available for all formats, but only for those that Amazon conceives as formats aimed at Awareness and Consideration.
· Analytics: Finally, advanced reports will be available that will predict the metrics related to Impression share. In particular, the metrics will be: Search Terms Impression Rank and Search Terms Impression Share. This opens up analysis and optimization scenarios
Furthermore, an important change concerns the management of the stores themselves. It is now possible to duplicate the Stores to modify them, for example for launches or for a refresh of the Store and above all it is possible to schedule the publication.
This will simplify the changes and therefore the update making the Stores become more and more interesting because they are dynamic. If before it was only a best practice, the upgrade from Q4 in this evolution process will become increasingly important in order to increase sales volumes and present itself to consumers as a Premium Brand.
Of course, once the new strategies and advice have been implemented, we await the numbers of our first tests to see if consumers will follow Amazon (and therefore the innovative brands) in their choices. For information must visit at amazon account reinstatement.