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Amazon's Latest AI Features Bring More Tools for Sellers and Advertisers

Amazon Advertising Lessons - Nov 13

Author

George Reid
November 13, 2023

As AI gains more popularity, Amazon isn't staying behind; instead, it's slowly integrating it into the platform to not only enhance customers' experiences but also empower brands and advertisers.

In this week's email, we delve into the new AI-powered tools on Amazon and analyze how they can be useful tools for Sellers and Advertisers.

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1. Image Generation for Amazon Ads

The image generation feature addresses the challenge of producing compelling lifestyle product images, and Amazon is gradually introducing it to select accounts. This tool utilizes product data to swiftly generate unique product images that align with the brand's theme. It’s essentially advantageous for brands that don’t have lifestyle images.

For advertisers, not only does this feature fulfill the need for Ad creatives that can be used on SB and SD ads, but it also facilitates the creation of multiple variants for A/B testing. Split testing is an effective way to improve Ad click-through rates (CTR) and conversions.

2. Generative Listing Content

The new Generative Listing Content feature is available in early access on the new product page and harnesses the power of AI to quickly generate listing content. This tool is a handy resource for sellers looking to spruce up their product listings. It does the heavy lifting by automatically creating content for the Title, Description, and Bullet points, presenting sellers with different options to choose from.

While the personal touch and quality of manual input remain irreplaceable, the AI content generator serves as a valuable source of inspiration, expediting the content creation process. Sellers can take advantage of the convenience and efficiency it brings to generating listing content.

3. Reviews summaries

Understanding customer feedback is crucial for sellers to refine their products and elevate the overall customer experience. Amazon's AI Reviews Summaries feature condenses lengthy customer reviews into concise, insightful summaries. By efficiently highlighting essential insights and sentiments, this tool also offers a better user experience for shoppers, saving them valuable time in their decision-making process.

For sellers, the Reviews Summaries feature serves as a quick and efficient tool to grasp customer feedback at a glance. This not only facilitates product optimization but also enables to respond promptly to customer concerns or positive feedback. It's a game-changer for sellers looking to stay attuned to customer sentiments and continuously improve their offerings.

Other learnings:

  1. Expanded Reach on Amazon Freevee. Advertisers can now connect with a broader audience, leveraging Amazon Freevee's ad-supported streaming service. [Read more].

  2. Brand Name showing up above Title. It helps conserve space for crucial product details, and is particularly beneficial on mobile devices where titles often get truncated. [Read more].

  3. Revised eligibility criteria for Premium A+ content. Brands are now required to have a published Brand Story module on all product listings, along with a track record of five approved A+ Content modules in the past year. [Read more].

  4. Suggested bids are 7-8x higher for the BFCM events. It risks inflated CPCs if advertisers follow suggested strategies. It’s worthwhile aligning maximum bids with specific business KPIs and monitoring campaign performance closely. [Read more].

Thanks,

Himanshu

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