Ecommerce News Roundup: January Recap

We’ve provided an overview of some of the past month’s top Amazon news. Check out Amazon’s latest policies and updates below.

Listing Quality Dashboard

Potential Sales Lift metric estimates the impact to your sales of adding the missing attribute.

 

Improve Your Listing Quality Using Bulk Upload in Listing Quality Dashboard

You can now review your product listing quality in one place with the Listing Quality Dashboard. Amazon has added bulk upload functionality, which allows you to add all the missing relevant attributes for multiple ASINs at once. This change will improve discoverability, reduce customer returns, and enable page views, inventory, and sales search filters of your products.

For more details about bulk uploading, refer Improve your listing quality using bulk edits.

• The old name is amazon search terms
• Provides visibility to the top search terms for a particular time frame ranked by search frequency. It shows the top 3 corresponding top 3 clicked products, top 3 clicked categories and top 3 clicked Brands for each search term.
• New column: Top Clicked Brands, and Top Clicked Categories
• report can’t be download yet
• Must brand registry owner
• Can be manual search up 100 ASIN(s), Search Brand, Top Clicked Category, and Search Term

 

– Emerald apps are select third-party apps that partner with Amazon to offer enhanced features to sellers. 
– There are currently two features in Emerald apps beta program:

• Free trial: The agreement with strategic app developers ensures that when you start your free trial, you will not be asked to provide your credit card information upfront. This ensures that you can try out the apps without unexpected charges. You will be notified when your free trial is expiring and you may cancel this free trial at any time on the Manage Your Apps page from Seller Central.
• App notifications: You can get ahead of critical issues and see notification from these apps on your Seller Central homepage, and from the Notifications Center in the Selling Partner Appstore. Each app has customized notifications to provide critical business information, such as a summary of your business performance or errors that require immediate attention.

– The program is currently in beta stage and open to select software developers with apps available to US sellers.

 

Headline Suggestions for Store Spotlight Now Available in the Amazon Ads Console

What launched?

Advertisers will now see headline suggestions when building Store Spotlight for Sponsored Brands campaigns in the Amazon Ads console. Suggested headlines are generated based on the advertised products selected to show in your creative and they follow Amazon ad policy guidelines. You can also edit the suggested headlines to best match your campaign goals. Edits to suggested headlines will continue to go through the standard moderation review process along with remaining creative elements (logo, image, products, brand name).

The suggestions menu drops down when user clicks into the headline input field. Advertiser selects a headline from the suggestion’s menu for their ad creative and it is auto populated in the headline input field and the ad preview.

Why is it important?

Headline suggestions help build customized creatives faster while improving creative approval rate.

For full technical details, please read here.

Where is the feature available?

• North America: United States, Canada

Who can use it?

• Vendors
• Sellers

Where do I access it?

• Amazon Ads consoleIn the Amazon Ads console, sellers and vendors can build a creative with a headline suggestion while building a campaign or from the “creative” tab while managing a campaign. This feature applies to new and existing creatives and suggested headlines will be displayed in a drop-down menu when advertisers select their products and customize their creative with a headline.

Sponsored Brands signals now available in Amazon Marketing Cloud (AMC)

What launched?

Sponsored Brands engagement and conversion signals are now available in Amazon Marketing Cloud (AMC). Companion instructional queries (IQs) which provides query building instructions and templates are also provided to support advertisers’ use of these signals in custom analytics.

Why is it important?

Advertisers can already use ad signals of Sponsored Products, Sponsored Display, Amazon DSP, and Sizmek Ad Suite in AMC today to uncover a wide range of insights across their media investments on and off Amazon.

With the addition of Sponsored Brands signals in AMC, advertisers can measure more holistic impact of their sponsored ads investments and overall media strategy, perform more comprehensive cross-media custom attribution, and obtain a more thorough understanding of customer journey over the course of up to 12.5 months. New analytic dimensions such as keywords, search terms, and ad placements are also made available through the launch, allowing advertisers to dive deeper into exploring tactics and patterns of sponsored ads campaigns.

Below are some examples of the analysis advertisers can perform using the newly added Sponsored Brands signals. Advertisers can utilize the companion instructional queries provided to jump start analysis related to Sponsored Brands.

• Audience reach analysis: Measure the total and the incremental reach of different media types in sponsored ads portfolio, including Sponsored Brands
• Ad-attributed conversions: Analyze the total brand purchases and sales made by audiences exposed to or engaged with Sponsored Brands ads
• Keyword analysis: Locate high-performing keywords across Sponsored Brands and Sponsored Products
• Path to conversion: Understand customer journey in terms of media exposure, and the role of Sponsored Brands in journeys.

 

Example use cases of Sponsored Brands signals in AMC

Where is the feature available?

• North America: United States, Canada, Mexico
• Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom
• Middle East:United Arab Emirates
• Asia Pacific:Australia, Japan, India

Who can use it?

• Registered AMC advertisers who run Sponsored Brands campaigns

Where do I access it?

• These new signals can be accessed via AMC web UI or through the AMC API. Companion instructional queries can be accessed under the “Instructional queries” tab in AMC web UI.

Create Deals with Simplified Third-Party Exchange Names in Amazon DSP

What launched?

Amazon has changed the source names for manually created deals to align with the third party exchange names utilized elsewhere in Amazon DSP. Customers can now select the exchange name and then specify a media type for the deal, which will dictate the line item the deal will appear in.

Single supply source is shown above, and a new media type field is added above to assign the deal to a line item.

Why is it important?

Previously during manual deal creation, customers would see a long drop down of every supply source and combination of media type/format supported. The new experience presents customers with a simplified list of sources that are consistent with the names used across Amazon DSP.

Where is the Feature Available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Netherlands, United Kingdom, Sweden, Turkey
• Middle East: Saudi Arabia
• Asia Pacific: India, Japan

Who can use it?

• Self-service

Where do I access it?

• Amazon DSP

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