💡Amazon's Latest Compliance Policy: What's Changing?

Welcome to "Hunter's Insights," your exclusive weekly dive into the latest Amazon updates. In this edition, we will explore a variety of impactful topics:

🛎️ Important Update for Amazon Sponsored Brands Campaigns

⚡ Boost Your Campaign Efficiency with Amazon's New Optimization API

💻 New Beta Feature: Sponsored Display Lead Generation for Advertisers

📝 Streamline Your Ad Campaigns with Amazon's New Supply Desk

💰 Amazon Launches Subscribe & Save for Seller-Fulfilled Orders

🚀 Boost Your Ad Efficiency with Amazon Publisher Cloud

💡 Amazon's Latest Compliance Policy: What's Changing?

🛎️ Important Update for Amazon Sponsored Brands Campaigns

Attention all advertisers: a significant change is coming to Amazon Sponsored Brands campaigns. Starting June 23, 2024, the option to save Sponsored Brands campaigns as drafts will be discontinued. This update will require some adjustments to your current campaign planning processes.

From June 23 onwards, you will no longer have the ability to save new drafts for your Sponsored Brands campaigns. However, any drafts you have created before this date can still be launched as campaigns from the Drafts page in the campaign manager. This means you need to ensure that all your existing drafts are finalized and ready for launch to avoid any disruptions.

In light of this change, here are the steps you should take to stay ahead:

1. Review Current Drafts: Make sure all your existing drafts are thoroughly reviewed and ready for launch. This will ensure that your marketing strategies remain on track and that you can seamlessly transition into this new workflow.

2. Plan Ahead: Adjust your workflow to adapt the removal of the draft-saving option. Ensure your campaigns are fully prepared and approved for direct launch to maintain efficiency and effectiveness.

This update, although requiring some adjustments, can ultimately make the campaign launch process more efficient. By removing the draft stage, advertisers may be motivated to finalize their campaigns more quickly. However, it also highlights the importance of careful planning and accuracy in campaign creation. 

⚡ Boost Your Campaign Efficiency with Amazon's New Optimization API

Amazon has recently introduced a major improvement to simplify the management of Sponsored Brands campaigns. The new Sponsored Brands Optimization Rules (Beta) API is now available for the goal of driving page visits, marking another step toward automating advertising efforts on the platform. This API is accessible in several regions, including the US, UK, and Japan, providing a powerful tool for advertisers to optimize their campaigns more effectively.

Advertisers can now use a new tool to set performance-based rules, making it easier to manage campaigns. With this tool, you can specify the highest cost you are willing to pay for each click. Amazon's machine learning models will then automatically adjust bids to get the most clicks at the set cost. This means advertisers no longer have to manually change bids, making campaign optimization less of a guessing game and requiring less effort.

Using Amazon's first-party data and advanced machine learning capabilities, the API enables more efficient achievement of marketing goals. By establishing clear performance-based rules, advertisers can ensure that their campaigns are better aligned with their objectives, ultimately resulting in more page visits and improved overall campaign performance.

💻 New Beta Feature: Sponsored Display Lead Generation for Advertisers

Amazon Ads has introduced a new beta feature for Sponsored Display, designed to improve lead generation for self-service advertisers based in the US who do not directly sell on Amazon. This update offers a valuable tool for businesses to expand by allowing them to immediately collect customer leads through lead-generation ads.

The key features of this update include:

1. Lead Generation Ads: Advertisers can focus on measuring and improving lead generation to achieve real business results. This feature allows for a more direct and immediate connection with potential customers.

2. Self-Service Tools: The update includes user-friendly creative building tools that help advertisers create privacy-compliant lead generation forms, simplifying the process of capturing valuable customer information.

3. Lead Metrics: Advertisers can access detailed lead metrics and customer information through Amazon Leads Manager, a secure and privacy-safe database. This feature provides valuable insights into the effectiveness of lead-generation campaigns.

📝 Streamline Your Ad Campaigns with Amazon's New Supply Desk

Amazon Ads has launched Supply Desk, a new service aimed at helping Amazon DSP buyers enhance and expand their programmatic deal activations. This service creates customized inventory packages to meet the specific needs of buyers and ensure the efficient achievement of campaign goals.

Supply Desk makes it easy to find the best combination of supply sources and transaction types. It provides pre-curated deals that allow buyers to target specific audiences at a large scale. These deals include contextually aligned packages and exclusive Amazon affinity deals that are effective with high-performing Amazon shopping segments. These curated deals are easily accessible within the Amazon DSP inventory hub and are available in the United States, Canada, Mexico, Germany, Spain, France, Italy, and the United Kingdom.

Furthermore, the Supply Desk provides personalized packaging recommendations and tailored supply strategy consultations for buyers with specific campaign goals.

💰 Amazon Launches Subscribe & Save for Seller-Fulfilled Orders

Starting June 27, 2024, Amazon's popular Subscribe & Save program will extend to include eligible seller-fulfilled products. This expansion aims to offer more flexibility and convenience for both sellers and customers, enhancing the overall shopping experience.

The Subscribe & Save program provides customers with discounts on frequently purchased items and the convenience of automatic deliveries. This not only boosts conversions and drives repeat purchases but also helps in building stronger brands. From June 27, all eligible, replenishable products from sellers will be automatically enrolled in the program, applying the default discount settings you've established for Fulfillment by Amazon (FBA) Subscribe & Save to your seller-fulfilled items.

Additionally, Amazon will fund an extra 5% discount for customers who have five or more subscriptions scheduled to arrive on the same delivery day. If no default discount is set, eligible products will be enrolled with a 0% seller-funded base discount. This could lead to an increase in pending orders as we synchronize seller-fulfilled Subscribe & Save deliveries with the subscriber's regular delivery schedule.

This expansion of the Subscribe & Save program represents a significant opportunity for sellers. By leveraging this program, you can improve customer loyalty and ensure a steady stream of repeat business. Adjusting your discount settings and monitoring performance will be crucial in maximizing the benefits of this enhanced offering.

🚀 Boost Your Ad Efficiency with Amazon Publisher Cloud

Amazon Publisher Cloud (APC) is a new tool available to help advertisers using Amazon DSP run campaigns more efficiently. It allows leading publishers to work together to improve how ads reach customers without using traditional identifiers. APC lets publishers keep control of their own data while using Amazon Ads insights to create customized deals. Initial partners for this initiative include DirecTV, Dotdash Meredith, Fandom, NBCUniversal, and TelevisaUnivision.

APC has been well received for its secure control over first-party signals and its ability to improve customer experiences and advertiser performance. The platform helps advertisers reach their target audiences more effectively by combining specific audiences with unique publisher signals.

A notable feature of APC is Audience Collaborations, which helps advertisers find relevant supply on premium publishers and activate deals directly within Amazon DSP's Inventory Hub.

APC can be accessed from the Inventory Hub in Amazon DSP.

💡 Amazon's Latest Compliance Policy: What's Changing?

The recent changes in Amazon's approach may seem like a significant shift, and not necessarily in a positive direction. This adjustment has been ongoing since January, and it's important for sellers to be aware of it. 

In the past, if a seller was flagged for non-compliance, they would typically be asked to provide a Plan of Action (PoA). However, the new protocol demands immediate evidence of a practical and achievable solution to address the issue at hand. It seems that this change is deeply integrated with Amazon's AI-driven processes.

Previously, many sellers relied on automated tools like ChatGPT to draft their PoAs. However, this often led to inaccuracies or impractical solutions. Amazon seems to have caught onto this trend and is now emphasizing the need for genuine, concrete, and actionable steps to resolve compliance issues.

Before delving deeper into these solutions, sellers should carefully evaluate their options to ensure they align with their business objectives and compliance needs.

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