Amazon Launches New Shopper Panel to Gather In-Store Purchase Insights

Welcome to "Hunter's Insights," your trusted guide for the latest Amazon updates. This week, we bring you key insights and developments to help you stay ahead in the ever-evolving world of e-commerce:

💻️ Boost Your Brand Visibility with Amazon's New Sponsored Brands Landing Page

📣 Amazon Advertising Enhances Reach Forecasting API for Precise Campaign Planning

📈 Amazon Prime Video Launches Programmatic Guaranteed Deals for Advertisers

📬 New Rules for Amazon Listings: Enhancing Product Detail Pages

💡Amazon Launches New Shopper Panel to Gather In-Store Purchase Insights

💰 New API Update: Practice Sponsored Display Campaigns Without Costs

💻️ Boost Your Brand Visibility with Amazon's New Sponsored Brands Landing Page

Amazon Ads has introduced a new landing page feature for the "Grow brand impression share" campaign goal in Sponsored Brands. This feature allows advertisers to select at least three products to create a brand landing page using the "Product collection" ad format. Shoppers are directed from top-of-search ads to this curated page, enhancing brand visibility and product discovery without requiring a store setup. This feature is available in multiple regions and can be accessed via the advertising console and Amazon Ads API.

This update is a significant enhancement for advertisers aiming to maximize their brand visibility on Amazon. By dedicating the entire campaign budget to top-of-search placements, advertisers can ensure their products are prominently displayed. The ability to create a brand landing page quickly and easily means that even those without a store setup can benefit from increased product discovery through a well-organized and attractive landing page.

Advertisers can access this feature through the advertising console. They simply select the "Grow brand impression share" campaign goal, choose the "Product collection" ad format, and opt for the "New landing page" to showcase their selected products. This streamlined process aligns campaign goals with business objectives and ensures that the most relevant products are highlighted to potential customers.

📣 Amazon Advertising Enhances Reach Forecasting API for Precise Campaign Planning

Amazon Advertising has recently updated its Reach Forecasting API, providing advertisers with access to detailed inventory scale data across various demographics and audiences. This update enables more precise campaign planning and optimization in 16 regions, including major markets worldwide. Key features of this update include integrated forecasts, programmatic reach forecasts, and detailed demographic targeting, significantly enhancing campaign planning, ROI potential, and cross-market insights.

For the first time, Amazon is providing integrated forecasts across both first-party and third-party supply, allowing advertisers to gain comprehensive insights into inventory. Additionally, the programmatic reach forecasts enable advertisers to generate automated reach forecasts based on specific brand and campaign parameters. Detailed reach data segmented by demographics and audience types further enhance the precision of targeting efforts.

This update is available in 16 regions, including major markets such as the US, UAE, Australia, Canada, Germany, Spain, France, India, Italy, Japan, Mexico, Netherlands, UK, Brazil, Sweden, and Turkey. This wide geographic coverage allows advertisers to plan international campaigns more effectively, making informed decisions about budget allocation and targeting strategies, which can lead to improved ROI potential.

📈 Amazon Prime Video Launches Programmatic Guaranteed Deals for Advertisers

Amazon has introduced programmatic guaranteed (PG) deals for Prime Video, which allow self-service advertisers to run fixed-CPM, guaranteed delivery campaigns on Prime Video inventory. These deals offer three main options: Run of Service (ROS) Deals, Contextual Deals, and Audience-Based Deals.

The Run of Service (ROS) Deals enable ads to appear across all available ad-supported Prime Video content, providing extensive reach. Contextual Deals allow advertisers to target content based on curated title groups, genres such as Comedy, Action, Drama, and more, as well as content age ratings, though availability may differ by country. Audience-based deals allow campaigns to target specific Amazon audience segments from predefined demographic, in-market, interest, lifestyle, and life event audiences. Additionally, advertisers can run campaigns exclusively on pre-roll placements, ensuring their ads are seen before the main content.

The introduction of programmatic guaranteed deals means advertisers can now run guaranteed campaigns on Prime Video, ensuring their ads are delivered as planned. This fixed CPM model offers predictability and reliability, which is particularly beneficial in the competitive advertising landscape. Previously, such guaranteed delivery was only possible in a non-guaranteed capacity with preferred deals.

📬 New Rules for Amazon Listings: Enhancing Product Detail Pages

Starting August 15, 2024, Amazon is making changes to its product bullet point requirements to improve the clarity and simplicity of product detail pages. These updates are designed to help customers easily compare products and make well-informed purchase decisions.

The updates will include restrictions on special characters, emojis, and certain phrases such as refund-related guarantees. The goal is to create clear, concise bullet points that provide high-quality information. Standardized bullet points will allow customers to quickly find and evaluate the key features and benefits of products, making the shopping experience more efficient.

To ensure compliance and improve listing quality, Amazon will be using generative artificial intelligence (AI). This technology will remove non-compliant content and create high-quality bullet points that meet the new standards. Amazon will share any AI-generated improvements with sellers for review before publishing them to listings.

💡Amazon Launches New Shopper Panel to Gather In-Store Purchase Insights

Amazon has launched the Amazon Shopper Panel - program, which will help sellers gain a deeper understanding of customer shopping habits. This program rewards customers for uploading receipts from other stores, providing Amazon with insights into shopping behaviors outside its platform. By offering these rewards, Amazon can collect a wider range of data, enhancing its understanding of customer preferences and habits.

The Shopper Panel collects detailed feedback from users who have seen specific ads and those who haven't. By comparing these responses, Amazon can measure the effectiveness of advertising in influencing customer behavior. This data is crucial for advertisers as it reveals how well ads capture attention and drive actions, allowing for more precise targeting and improved campaign outcomes.

For advertisers, this initiative presents a valuable opportunity to refine marketing strategies. Understanding how ads impact customer actions helps businesses bridge the gap between online and offline shopping, which is essential for creating effective advertising campaigns that resonate with customers across different shopping experiences.

💰 New API Update: Practice Sponsored Display Campaigns Without Costs

Amazon has recently updated its Advertising API to include Sponsored Display campaign functionality for test accounts. This new feature allows advertisers to experiment with Sponsored Display campaigns without them being visible to shoppers or incurring any costs. The purpose of this update is to help advertisers and developers practice API requests and become familiar with Sponsored Display features without affecting live campaigns.

The introduction of this testing functionality is a significant development for advertisers. By providing a secure environment for experimentation, advertisers can now test new campaign strategies without any financial risk. This will enable thorough exploration and understanding of Sponsored Display capabilities, leading to more refined and effective campaign planning.

The ability to practice and perfect campaigns in a test environment means that advertisers can implement better-planned and potentially more successful campaigns in real-world scenarios. These innovations are crucial as the e-commerce advertising landscape becomes increasingly competitive and complex.

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