- George's Blog
- Posts
- 16 Amazon Updates
Advertising and organic rank are linked. The biggest sellers on Amazon know this. Unfortunately, those looking to push margins may end up hurting them down the line. It's not a simple fix. Good advertising managers tackle the problem mostly through additional work. Get an audit of your ads.
Move over AWS, ads are the profit machine now. Q3 22. AWS = $5.4bn. Ads = $9.55bn. See the data. It's growing faster than FB and Google. For 3 straight years.
Glance at CVR and ranking quickly. Nice new UI update on Seller Central. These are metrics you really want to track. [CVR].
Add to cart button in SERP mobile. Maybe your main image just got even more important (if this sticks).
Customer demographics face lift. You've now got a lot more data on your customers. I imagine Amazon will continuously increase targeting capabilities within the normal ads console throughout 2023.
Reimbursement policy change. Returned items can't be sold as new, they're labelled unfillable. These items, if lost/damaged, will be reimbursed at a discounted price. Hitting your margins. [Help Page].
Lost buy box is a big deal. Conversion rate is just one thing it will impact, here are some more and how to fix it.
Climate Friendly page 1 boost. If you tick the climate box, make sure you actually tick the boxes on Amazon. It might give you that organic lift you need during times of inflated CPC. [Climate].
Don't trust every article on advertising spend changes. 3 different articles showing 3 different spend changes, some up and some down, between Q3 21 and 22. It's hard to know who's right, but certainly look at the data more before making decisions on it. [Q3].
Drive brand awareness more cheaply. Using TikTok instead of Amazon campaigns? Amazon CPCs are getting silly. If you used TikTok for top of funnel rather than Amazon, it might be more profitable. Worth a test. [Tik].
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Generate engaging people based content quickly and easily.
Alex partners brands with content creators on TikTok and Instagram. This content can then be used to fill your feed across TikTok and Instagram. Or use them organically in Stories/Reels. They work great on detail or store pages too.
I highly recommend you message him.
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$47 a click. I'm not joking when I say it's expensive right now. This argument also reinforces why you should be evaluating multiple channels with your budgets. But don't sleep on your CVR. If you're paying more, please make sure you convert more. [47].
New repeat purchase dashboard. We obsess over repeat purchase behaviour for clients. It means we can both make better decisions. We have our own tools that help but Amazon is also updating what you see.
Amazon says DSP reduced ad costs by 10%. Of course they said this. They want you to use it. Don't feel like you're being left behind by not. We're seeing exceptional results without DSP for brands doing up to 500k/month. And I'd still argue content needs working on before getting fancy with your ads console.
Best way to destroy your Amazon boxes. [Stomp].
Amazon music adds 100m ad-free songs. Big dick energy. But the UX is awful. After initially being delighted, I found I couldn't play the specific artist I wanted, or playlist, just similar stuff to them.
Thanks,
George's Blog
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