Amazon’s AI Picks Favorites — “Notable Arrival” Labels Are Rolling Out

Welcome to our weekly newsletter, Hunter's Insights!

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 Quietly Adds Video Creatives to Sponsored Products

🆕 Amazon Introduces “Notable Arrival” Badges for New Products

🖥 Amazon Adds New Friction to “Sold By” Navigation on Product Pages

💡 Amazon Tests “Know Before You Buy” Section on Product Listings

📊 Amazon Launches New Advertising Benchmark Reports for Brands

🤖 Amazon Improves AI-Powered Deep Dive Reports in Business Reports

🌐 Amazon Opens Marketing Mix Modeling API to All Advertisers

🎥 Amazon Quietly Adds Video Creatives to Sponsored Products

Amazon now offers video creatives in standard Sponsored Products ad groups, allowing advertisers to combine keyword-targeted campaigns with video content through a new “Video (New)” tab.

Key points:

• Video creatives are now available inside Sponsored Products ad groups

• The feature is separate from Sponsored Brands Video campaigns

• Ads remain keyword-targeted and intent-driven like standard SP ads

• Video setup is currently hidden within existing ad group workflows

This shift underscores the importance of creative quality in advertising, with early adopters potentially gaining a competitive edge as video placements grow. By prioritizing innovative storytelling, brands can boost audience engagement and loyalty through captivating visuals.

🆕 Amazon Introduces “Notable Arrival” Badges for New Products

Amazon is introducing “Notable Arrival” badges for specific search results. These badges will highlight products that have been launched in the last 30 days and are expected to become customer favorites.

Key points include:

• “Notable Arrival” badges now appear on select new product listings.

• The badge highlights recently launched products with strong potential for popularity.

• The selection process is based on product attributes and current category trends.

• Early performance indicators may significantly influence a product's visibility.

This new feature from Amazon emphasizes product launches that align with successful trends of similar items. It focuses on initial performance, potentially using AI and historical data to enhance visibility.

🖥 Amazon Adds New Friction to “Sold By” Navigation on Product Pages

Amazon has updated the "Sold by" links on its product pages. Now, when you click on these links, a pop-up appears, requiring an additional click to access the seller's storefront.

Key points:

• "Sold by" links now trigger a pop-up instead of allowing direct navigation.

• Accessing seller storefronts requires an extra click.

• This change alters the long-standing navigation behavior on product pages.

• The update may affect scraping tools and automated workflows.

While this change may seem minor, it could disrupt tools that rely on predictable page flows for extracting seller data. This adjustment complicates automated data extraction and aligns with Amazon's trend of increasing access friction.

💡 Amazon Tests “Know Before You Buy” Section on Product Listings

Amazon is launching a "Know before you buy" section on certain product pages to provide key insights and address common customer questions early in the buying process, aiming to reduce purchase hesitation.

Key points:

• A new “Know before you buy” section is appearing on some listings

• Highlights product insights before customers explore full content

• Information appears to be pulled from reviews, returns, and product attributes

• Listing quality and clarity may directly influence what shoppers see

Amazon is summarizing key product information in the purchase flow, highlighting the importance of accurate product attributes and descriptions for better conversion rates.

📊 Amazon Launches New Advertising Benchmark Reports for Brands

Amazon has introduced a benchmark reporting feature in the advertising console, enabling brands to compare campaign performance. The reports, available under "All Amazon Campaigns," provide weekly or monthly data against peers. 

Key points:

• New reports allow performance comparison against peer percentiles.

• Sponsored Brands metrics include CTR, CPC, CPM, and new-to-brand data.

• Sponsored Products and Sponsored Display include CTR and CPC benchmarks.

• Currently, reports are available only in the US.

Reports include percentile benchmarks (P25, P50, P75) for performance assessment. Sponsored Brands offers insights on video completion rates and new customer metrics. The spreadsheet tracks trends, performance shifts, creative impact, and bidding strategies.

🤖 Amazon Improves AI-Powered Deep Dive Reports in Business Reports

Amazon's AI-generated Deep Dive Reports in Seller Central are enhancing Child ASIN performance analysis. The feature automatically summarizes sales, traffic, conversion, and engagement trends using account-level data.

Key points:

• AI-generated summaries now appear inside Child ASIN Business Reports

• Reports analyze sales, traffic, conversion, and engagement metrics

• Amazon highlights trends, growth patterns, and performance shifts automatically

• Insights are becoming more detailed and actionable over time

The updated summaries outline trends such as traffic surges, declining conversion rates, and seasonal demand, along with key performance indicators. While they require manual validation, these AI-generated insights help sellers identify opportunities and issues in Seller Central.

🌐 Amazon Opens Marketing Mix Modeling API to All Advertisers

Amazon has expanded access to its Marketing Mix Modeling (MMM) API, enabling advertisers to integrate Amazon Ads and retail data into their measurement systems for easier cross-channel analysis.

Key points:

• Amazon’s MMM API is now broadly available to advertisers

• Connects Amazon Ads, DSP, and retail data into external models

• Improves visibility into cross-channel sales impact and attribution

• Supports more advanced budget planning and performance analysis

Amazon's direct API access allows brands to evaluate the impact of various media channels on overall sales, improving forecasting, attribution, and budget allocation. This update enhances measurement for larger advertisers, moving beyond traditional methods.

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