Biggest amazon update I've ever shared

6:48pm, I've got washing up to do, and this email has turned into a monster because so much has happened in the past 14-days.

I won't mention ads. Our ad lessons email and podcast were sent earlier.

1) 922 outdoor and 175 tools & home improvement design examples. Went a little wild with the outdoor stuff and I'm now obsessing over finding even more A+ specifically. Almost finished a separate A+ project...the best A+ in every category. Stay tuned.

2) Stop spending money on ads. Right now. Here's why you should take half your budget and spend it on content/conversion.

3) Amazon is pushing recent reviews ahead of top rated. This is a significant shift and presents an opportunity for brands to push past some older ASINs that may have become complacent. Also a reminder to continuously push reviews. Both in quantity and quality. Launch products with 4-star ratings.

4) Amazon Escalate button. Can't wait 7 days? Use this button.

5) 2 updates to Search Query Dashboard that will help you use the data much much easier.

6) A+ premium is mostly unlocked. I really wouldn't wet yourself over this yet. The likelihood is your A+ is running at 50% right now. Premium isn't gonna help. Fix your inputs, then look at this.

7) Cash flow got a little easier with Express Payouts. 24 hours instead of 3-5 days.

8) Customer Engagement Tool. Email: "repeat customers", "high spenders", and "recent customers". Ultimately, if customers find most offers relevant and helpful, then they'll feed that back and more options may become available.

9) SB ads directing to your own website. If you have a Buy with Prime option. Clunky at the moment but a very interesting move. Lots being said about Buy with Prime at the moment. Two great posts on Buy with Prime by Rick Watson (one and two).

10) Amazon pointing out how you can improve listings. Thanks Brett. I'd definitely use this but still consult experts for more specific advice. Otherwise, you'll be stuck at 70-80% optimisation. His newsletter is an actionable read.

11) TikTok will not work for Amazon brands. Amazon Attribution data might suggest this. But it might be wrong.

12) Amazon aggregator funding down 80% in 2022. $9bn vs $2.3bn. We had our doubts about this model quite some time ago.

13) Video in SERP. Make sure the first 2 seconds of your videos SOLVE the customer's PROBLEM. Video also appears in the "Compare with similar items" widget.

14) Google Sheets fans will love this new feature to pull ASIN data in, potentially for free. Can someone check and let me know? Might replace whatever tool you use now.

15) AB testing on bullets and descriptions. We recently tested for a client's title and saw CVR increase by 2%. It was worth thousands for them. Bullets are definitely worth playing with. Probably a few hours of input from you too.

16) Insight into what senior Amazonians get paid. Spoiler, it's decent.

17) $400 in Amazon sales from one email. Not huge numbers, but this is definitely a strategy you should be utilising. Amazon loves external traffic still. And email will always have a place in marketing. Build your list. 

18) Cross-border just got more enticing. 42% of online shoppers are more comfortable buying cross-border than they were 2 years ago. 

Read / Listen to last week's, or subscribe.

Thanks,

George

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