Amazon Launches Optimal Frequency Analysis Playbook for AMC

Welcome to "Hunter's Insights," your reliable source for the latest news on Amazon. This week, we have important updates and key insights to help you stay ahead in the dynamic world of e-commerce:

📺 Amazon Ads Enhances Sponsored TV with Brand Store Integration

🔒 Enhanced Global Account Control: Amazon Ads Launches New APIs

↩️ Amazon Enhances Return Options for FBA Sellers

📩 Important Changes to Amazon A+ Content Starting August 19th

📊 Amazon Launches Optimal Frequency Analysis Playbook for AMC

🚛 New Shipping Flexibility: Choose Your Preferred Carrier with Amazon

📺 Amazon Ads Enhances Sponsored TV with Brand Store Integration

Amazon Ads has enhanced its Sponsored TV feature in the U.S. Now, advertisers can link their ads directly to specific pages within their brand stores. Previously, they were only able to link ads to ASIN detail pages. This update provides a more flexible approach for advertisers, allowing them to showcase a wider range of products and detailed brand information.

Additionally, the update introduces interactive ad formats like QR codes and email follow-ups. Viewers can engage with these ads directly using their remotes, and these interactions can trigger follow-up emails that direct them to the advertiser's brand store. This offers a more dynamic and engaging way for brands to connect with potential customers.

Overall, this update streamlines the advertising process, making it easier for advertisers to operate their assets effectively. It also improves the viewer experience by offering straightforward access to comprehensive brand and product information.

🔒 Enhanced Global Account Control: Amazon Ads Launches New APIs

Amazon has recently launched new User Management APIs for its Amazon Ads platform. These APIs, introduced in August 2024, allow users to handle account operations through API integration, streamlining the process and reducing reliance on the advertising console.

The new APIs offer comprehensive support for all Amazon Ads accounts across different countries and ad products, including sponsored ads, Amazon DSP, and Amazon Marketing Cloud (AMC). Advertisers can now manage users, roles, and permissions for both individual and manager accounts, leading to a more organized and efficient approach to account management. These features bring greater flexibility, especially for those managing multiple accounts or operating on a global scale.

This update follows Amazon's previous launch of user invitation APIs in April 2024, further extending the capabilities available to API customers. By enabling third parties to create custom user management workflows on their own platforms, Amazon is providing its customers with a more integrated and adaptable experience.

↩️ Amazon Enhances Return Options for FBA Sellers

Amazon has implemented new measures to assist FBA sellers in handling returns more effectively. This aims to reduce losses and improve customer satisfaction. These updates offer practical solutions that can significantly benefit sellers. One notable option is the "Grade and Resell" feature. Instead of disposing of returned items, Amazon now inspects, rates, and resells them as used. This not only generates additional revenue but also minimizes waste, aligning with sustainable business practices.

Another valuable feature is providing product support. By offering free assistance with setup and troubleshooting, sellers can prevent returns caused by minor issues. This strategy has already proven effective in preventing approximately 11 million returns last year. For low-cost items, the "Returnless Refunds" option allows sellers to issue refunds without requiring the return of the item. This approach saves on shipping costs and enhances customer satisfaction by simplifying the return process.

In addition, Amazon has partnered with Good360 to facilitate FBA donations. When items cannot be resold, sellers can donate them to charity, promoting social responsibility. These new return options not only help sellers save money, but also improve the customer experience and contribute to charitable causes. Implementing these strategies can lead to more efficient return management and have a positive impact on both the business and the community.

📩 Important Changes to Amazon A+ Content Starting August 19th

Amazon is updating its A+ Content policy to enhance the customer experience. Starting on August 19th, only one Comparison Chart will be allowed per project. This change aims to simplify product presentations and keep the focus on the featured ASIN, reducing distractions from multiple products and details.

Starting on August 19th, any submitted projects with more than one Comparison Chart will need to be adjusted to meet the new limit before updating or publishing. By September 31st, projects with three or more Comparison Charts will automatically be reduced to just one, keeping only the first chart and removing the rest.

It's important for all Amazon sellers to ensure their content meets these new guidelines. Although it might be challenging, this change will help create cleaner and more focused product presentations, benefiting both sellers and customers. Be sure to review your A+ Content and make the necessary adjustments before these dates!

📊 Amazon Launches Optimal Frequency Analysis Playbook for AMC

Amazon has launched the Optimal Frequency Analysis Playbook for Amazon Marketing Cloud (AMC). This playbook is designed to assist advertisers in refining their ad frequency to achieve better campaign results. By analyzing data, advertisers can find the best number of times to show an ad to a user. This helps balance between showing the ad too few times and risking the user getting tired of seeing it.

The playbook provides clear guidance on optimizing ad frequency by measuring and attributing conversions, adjusting frequency to maximize business value, and preventing overexposure. Advertisers can leverage AMC's tools to set frequency caps, identify under-served audiences, and determine the best frequency point for their campaigns. This method not only improves return on ad spend (ROAS) but also ensures that ads reach the right audiences at the right frequency.

To implement the strategies outlined in the playbook, users will need access to AMC, relevant data, and proficiency in SQL, Python, and Amazon QuickSight. The playbook also includes steps for setting frequency caps, targeting under-served audiences, and using Python and SQL for analysis.

🚛 New Shipping Flexibility: Choose Your Preferred Carrier with Amazon

Amazon has introduced a new feature that allows sellers to choose their preferred carrier for less-than-truckload (LTL) and full-truckload (FTL) shipments within the Send to Amazon workflow in the U.S. This update, which reflects customer feedback, offers greater flexibility in managing shipping preferences, enabling sellers to select the carrier that best suits their needs.

The process is simple. During the shipment creation process, sellers can go to the "Confirm Carrier and Pallet Information" step and select "Amazon Partnered Carrier." They can then click on "Change Carrier" to choose from a list of available options. Once the preferred carrier is selected, Amazon will display the estimated pickup dates and transportation costs, providing transparency and control over the shipping process.

If no carrier is selected, the shipment will automatically default to the lowest-cost carrier offered by Amazon. This new feature is a welcome addition, offering sellers more control over their logistics and the ability to tailor their shipping strategy to their specific requirements.

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