Amazon Crosses Into Netflix – The Ad Industry’s Most Disruptive Partnership Yet

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In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

📺 Amazon Expands DSP With Access to Netflix’s Premium Audience

🛒 Amazon Confirms Launch of Virtual Multipacks for FBA Sellers

📈 Amazon Broadens Availability of Marketing Cloud for Advertisers

🛍 New Amazon Outlet Program Targets Slow-Moving Inventory

👥 Amazon Introduces Custom Audience Targeting for Coupons

💻 Amazon Makes Seller Central More User-Friendly and Data-Driven

🆕 Amazon A+ Content Update: Shoppable Collections Now Live

📺 Amazon Expands DSP With Access to Netflix’s Premium Audience

Starting in Q4 2025, Amazon DSP advertisers will gain direct access to Netflix’s premium ad inventory in 11 global markets. This collaboration combines Amazon’s first-party data with Netflix’s engaged streaming audience, offering brands a new advertising channel.

Key implications include:

• Unified Buying Power: Plan and measure campaigns across both platforms within Amazon DSP.

• Data Synergy: Blend Amazon’s retail data with Netflix’s streaming reach.

• Channel Convergence: Retail media, streaming, and performance marketing will integrate.

This development highlights a trend in the industry: merging audience, creative, and commerce into a unified ecosystem, fueled by automation and AI. Successful brands will integrate these elements, treating campaigns as cohesive strategies that span retail and media, rather than just impression buys.

🛒 Amazon Confirms Launch of Virtual Multipacks for FBA Sellers

Starting October 13, Amazon will introduce Virtual Multipacks (VMPs), enabling brands to test multipack offers without the need to create new SKUs or packaging.

Key Highlights:

• VMP Overview: VMPs consist of multiple units of the same ASIN sold together, fulfilled from existing FBA inventory.

• Unique ASIN/SKU: Each VMP will have a unique ASIN/SKU with the prefix VMP_ and appear as a variation of the single pack.

• Auto-Generation: VMPs are auto-generated for selected brand-owned ASINs with high demand. Sellers can edit titles, prices, and images, but not pack sizes.

• Pricing: Default pricing is the unit price multiplied by pack size, with options for manual adjustments.

• Images: Images will reflect the pack size, and multipacks will be removed if inventory for the single pack runs out.

VMPs provide a low-risk method for sellers to test demand, increase average order value, and gather data without incurring additional fulfillment costs.

📈 Amazon Broadens Availability of Marketing Cloud for Advertisers

Amazon has streamlined access to Amazon Marketing Cloud (AMC) by making it available directly in the Measurement & Reporting menu in Seller Central, eliminating the need for requests through account representatives. Key Changes:

• Previously, sellers had to go through account reps or internal teams to get access—often a confusing and inconsistent process.

• Now, the AMC setup is self-service, just one click away in Seller Central.

• This signals Amazon’s push to expand AMC adoption and attract more advertisers to work within its measurement ecosystem.

Requirements:

1. A technician skilled in SQL queries.

2. An advertising-savvy business analyst to interpret reports for PPC strategy.

This update enhances transparency in PPC performance, addressing advertiser concerns and establishing AMC as the new standard for campaign measurement.

🛍 New Amazon Outlet Program Targets Slow-Moving Inventory

Amazon has launched Amazon Outlet, allowing sellers to offload overstock and slow-moving products. This platform aims to enhance sell-through rates, improve cash flow, and free up storage for popular items.

Key requirements include:

• Selling Plan: Only Professional accounts can submit deals.

• Product Ratings: ASINs must have a minimum rating of 4 stars or no reviews.

• Inventory Age: Products must be in Fulfillment by Amazon (FBA) for at least 90 days.

• Deal Restrictions: ASINs can't be part of other active deals and cannot be resubmitted for 60 days.

Deals last for two weeks and must be submitted via the FBA Inventory tool. Amazon approves deals based on demand, eligibility, and pricing. Sellers can track their progress and cancel deals through Support.

👥 Amazon Introduces Custom Audience Targeting for Coupons

Sellers are noticing a new coupon setup option in Seller Central called Audience Type: Custom. This includes a segment for "Personalized customers," which refers to customers chosen based on personalized recommendations.

Key points include:

• The new option is under coupon targeting, but Amazon hasn't released documentation on audience creation.

• The "Personalized customers" segment suggests Amazon may use recommendation data for coupon distribution.

• If expanded, this could lead to precise coupon targeting, shifting from general discounts to data-driven offers.

Sellers speculate that this feature might eventually integrate with Amazon Marketing Cloud (AMC) audiences, potentially transforming coupons into strategic tools for boosting Average Order Value (AOV) and conversion rates.

💻 Amazon Makes Seller Central More User-Friendly and Data-Driven

Amazon has introduced a new and streamlined Seller Central dashboard that allows sellers to access essential data and tools more quickly, all in one location.

What’s New:

• A summary of today's sales

• Tracking for inventory and performance index

• A real-time view of orders and payments

• Consolidated customer feedback and marketing insights

The redesign streamlines product management, shipment creation, and account performance monitoring. It also emphasizes growth tools like Fulfillment by Amazon (FBA), Sponsored Ads, and Brand Registry, empowering sellers to quickly act on insights and scale their businesses.

🆕 Amazon A+ Content Update: Shoppable Collections Now Live

Amazon has expanded its A+ Content options, increasing the types from three to four. The most significant addition is the new feature called “Shoppable Collections,” which is currently in beta.

Key details include:

• Shoppable Collections allow brands to create curated, shoppable product groupings directly within A+ Content.

• This new module replaces the Brand Story feature; sellers cannot use both simultaneously.

• The aim is to enhance cross-selling and improve product discovery by encouraging customers to explore additional items from the brand.

Amazon is shifting how brands approach A+ Content, focusing on shoppable, conversion-driven experiences instead of static storytelling. Sellers should review and update their Brand Story modules to align with this change.

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