Amazon Ads Launches Dynamic Traffic Engine to Optimize Programmatic Ad Buying

Welcome to Hunter's Insights - your go-to for key Amazon updates and industry insights! In this edition, we break down essential shifts and new developments, helping you stay ahead in the fast-paced world of e-commerce:

📊 Amazon Introduces Long-Term Sales (LTS): A New Metric for Campaign Success

💰 Maximize Campaign Impact: Amazon’s New Budget-Sharing Feature

🆕 Amazon DSP Introduces Pre-Flight Recommendations for Campaign Optimization

📝 2025 Amazon Fee Updates: Stability and New Opportunities for Sellers

💻 Unlock Key Insights Faster with the Updated Brand Analytics Home Page

👥 Amazon Announces “Sellers in Your Community” Program to Empower Local Businesses

💬 Amazon Testing New SERP Feature Highlighting Key Product Insights from Reviews

📲 Amazon Ads Launches Dynamic Traffic Engine to Optimize Programmatic Ad Buying

📊 Amazon Introduces Long-Term Sales (LTS): A New Metric for Campaign Success

Amazon has introduced Long-Term Sales (LTS), an innovative metric designed to help sellers assess the overall impact of advertising campaigns. Unlike the standard 14-day ROAS, which focuses only on immediate sales, LTS evaluates the value generated by campaigns over 12 months for new-to-brand customers. This approach assigns dollar values to key customer actions: $3 for viewing a product, $5 for searching for your brand, $20 for adding a product to the cart, and $40 for making a purchase. These metrics enable sellers to understand how their campaigns nurture customers through the sales funnel, from initial interest to long-term loyalty.

By using LTS, Amazon sellers can gain deeper insights into the effectiveness of campaigns. For instance, a campaign might show a low 14-day ROAS due to minimal immediate sales, but LTS could uncover its true value by highlighting its success in converting new customers over time. A campaign that achieves an LTS of 2.40, compared to a short-term ROAS of 0.50, illustrates its potential to drive significant long-term growth. Sellers can calculate their long-term ROAS by dividing total long-term sales by ad spend, allowing them to balance short-term gains with sustainable, customer-driven growth.

Currently available for Sponsored Brands and Sponsored Display ads, LTS encourages Amazon advertisers to look beyond quick sales. By analyzing the broader impact of their campaigns, sellers can optimize their strategies to attract new customers, guide them through the purchase journey, and foster lasting relationships. With this forward-thinking metric, Amazon sellers can ensure their advertising investments pave the way for long-term success.

💰 Maximize Campaign Impact: Amazon’s New Budget-Sharing Feature

Amazon has introduced a new feature that allows advertisers to share unspent campaign budgets within the same portfolio. If a campaign runs out of its daily budget, it can now draw from unused funds allocated to other campaigns in the portfolio. This flexibility enables advertisers to increase spending by up to 100% on high-traffic days. As a result, high-performing campaigns can continue running during peak periods, maximizing impressions and clicks while staying within the portfolio's total monthly budget.

For instance, consider a portfolio containing three campaigns, each with a daily budget of $100. If two of these campaigns underspend by $30 and $50, the remaining $80 can be redirected to the highest-performing campaign. This feature allows sellers to fully utilize budgets and optimize campaign performance, especially during critical sales periods. Note that any leftover budgets will reset at the beginning of each month, ensuring clear and consistent management.

Currently in beta and not available to all accounts, this feature represents a strategic enhancement to Amazon’s advertising platform. By enabling more dynamic use of campaign budgets, sellers can better manage their advertising spend and scale high-performing campaigns during peak traffic days, ultimately improving their overall return on investment.

🆕 Amazon DSP Introduces Pre-Flight Recommendations for Campaign Optimization

Amazon DSP has launched a new feature called "Pre-flight Recommendations" to help advertisers optimize their campaigns more effectively. This tool uses machine learning to compare selected values for maximum CPM and line-item frequency caps against Amazon's recommended best practices. If adjustments can improve campaign pacing and performance, advertisers will receive alerts in the guidance panel before launching their campaigns.

This feature simplifies the campaign setup process by providing actionable insights that allow sellers to fine-tune their bidding strategies and frequency caps from the beginning. By reducing the need for mid-campaign adjustments, advertisers can achieve smoother delivery and improved performance right away. These data-driven recommendations empower sellers to make more informed decisions, saving both time and resources.

The feature is available in multiple regions, including North and South America, Europe, the Middle East, and Asia-Pacific, making it accessible to a global audience. It is specifically designed for self-service advertisers, who can access these recommendations directly through Amazon DSP.

📝 2025 Amazon Fee Updates: Stability and New Opportunities for Sellers

Amazon has announced that there will be no increases to U.S. referral or FBA fees, and no new fee types will be introduced in 2025. This decision aims to provide sellers with a much-needed period of stability. After a year of significant adjustments, this announcement allows sellers to focus on optimizing their operations without the added pressure of rising costs.

In addition to maintaining fee stability, Amazon will introduce targeted incentives for specific product categories. Beginning on January 15, 2025, the inbound placement service fees for minimally split shipments of bulky products will be reduced by $0.58 per unit. Furthermore, from December 1, 2024, to March 31, 2025, Amazon will waive inbound placement service fees for up to 100 units of new ASINs under the FBA New Selection Program. Sellers of high-demand everyday essentials or globally popular products will also benefit from temporary discounts starting in January 2025.

While these updates provide relief, sellers are encouraged to remain proactive. By leveraging these incentives and refining their strategies, they can maximize profitability and prepare for long-term growth in a competitive marketplace.

💻 Unlock Key Insights Faster with the Updated Brand Analytics Home Page

Amazon has launched a new home page for its Brand Analytics tool, providing sellers with a centralized hub for navigation and data summaries. This update aims to give users an at-a-glance overview of key insights, making it easier to track brand performance and refine strategies. The redesigned home page acts as an entry point to detailed analytics while ensuring quick access to the tool’s full range of features.

The updated layout organizes essential data in a streamlined format, helping sellers focus on the most important metrics, such as customer behavior, search trends, and product performance. Importantly, the rest of the Brand Analytics interface remains unchanged, allowing users to transition to the new home page without disrupting their workflow.

For sellers, Brand Analytics continues to be a valuable resource for uncovering actionable insights. This enhancement simplifies the process of using data to optimize campaigns, improve product visibility, and drive sales, making it an even more effective tool for long-term growth.

👥 Amazon Announces “Sellers in Your Community” Program to Empower Local Businesses

Amazon is preparing to launch a new initiative called the Sellers in Your Community (SIYC) program. This program aims to highlight the stories and contributions of local sellers, providing them with increased visibility and recognition while fostering stronger connections within their communities.

Through the SIYC program, sellers will have opportunities to engage with influential local business leaders, creating networks that can advocate for their brands. Participants will also have the chance to showcase their expertise at local events and be featured in Amazon's community-focused campaigns, helping them reach new, locally targeted audiences.

This initiative represents a significant step toward empowering small businesses to enhance their local presence while continuing to expand their online reach. Although details of the program are still being finalized, sellers can look forward to a platform that emphasizes both community impact and business growth. Stay tuned for more updates as the program officially launches.

💬 Amazon Testing New SERP Feature Highlighting Key Product Insights from Reviews

Amazon seems to be testing a new feature in its search results pages (SERP) that
pulls key product features directly from customer reviews. This experiment is
not yet consistent across all devices, locations, or user accounts, indicating that it’s
part of Amazon’s Weblab testing initiative.

For Amazon sellers, this update could lead to a significant change in how customers assess products during the search process. By showcasing features highlighted in reviews, Amazon amplifies the voices of previous buyers, which could influence purchase decisions even before a customer clicks on a listing. This underscores the importance of maintaining positive, detailed reviews that emphasize a product’s standout qualities.

If this feature is widely implemented, it could alter the competitive landscape for sellers. Products with high-quality reviews and comprehensive feedback may gain increased visibility and conversions, while listings with generic or unfavorable reviews might struggle to attract attention. Sellers should take this as a reminder to actively encourage customer feedback, ensure outstanding product experiences, and respond thoughtfully to reviews to maintain their credibility.

📲 Amazon Ads Launches Dynamic Traffic Engine to Optimize Programmatic Ad Buying

Amazon Ads has introduced the Dynamic Traffic Engine (beta), an innovative tool designed to enhance programmatic ad buying by improving the interaction between demand-side platforms (DSPs) and supply-side platforms (SSPs).
This new technology aims to optimize traffic flow, minimize inefficient bid requests,
and improve the quality of ad impressions, addressing long-standing challenges
within the programmatic advertising ecosystem.

With this tool, DSPs can send advance demand signals to SSPs, which helps them better manage periods of high and low demand. By streamlining traffic flow and reducing unnecessary bid requests, the Dynamic Traffic Engine enhances bidding opportunities and lessens processing overhead for advertisers. Early testing has yielded promising results, including a 40% reduction in low-demand ad requests and a 7% improvement in fill rates. These enhancements contribute to greater spending efficiency and more effective inventory monetization for publishers.

This beta feature is available globally, covering key markets in North America, Europe, Asia Pacific, the Middle East, and South America. Its availability in major advertising hubs, such as the United States, the United Kingdom, and Japan, reflects Amazon’s commitment to providing scalable solutions for programmatic advertisers worldwide.

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