Revolutionizing Ad Bidding: Amazon’s Sponsored Brands Cost Control

Welcome to "Hunter's Insights", your go-to source for the latest Amazon news. This week, we've got the key updates and insights to keep you ahead in the ever-changing world of e-commerce:

🔒Revolutionizing Ad Bidding: Amazon’s Sponsored Brands Cost Control

📱Amazon and TikTok Partnership: A New Era in Social Commerce

📩 Amazon Introduces New Inventory Evaluation Options

📊 Enhanced Sponsored Display Features: Expanded Targeting and Flexibility

🌐 New Features in Marketplace Product Guidance for Global Catalog Expansion

🔒Revolutionizing Ad Bidding: Amazon’s Sponsored Brands Cost Control

Amazon Ads has rolled out a new feature called Sponsored Brands cost control, which aims to simplify campaign management and improve performance. With this feature, advertisers can set performance-based parameters to adjust bids in real time for "Drive page visits" campaigns using Amazon's data and machine learning. This eliminates the need for manual bid adjustments, as the system continuously optimizes bids based on performance data, keeping them within specified cost per click (CPC) and daily budget limits.

This feature is designed to simplify bid management, which was previously a manual and time-consuming process. With the integration of machine learning, bid optimization is now automated, allowing for more efficient goal achievement and budget control.

The Sponsored Brands cost control feature is available in multiple regions, including North America, South America, Europe, the Middle East, and Asia Pacific. Advertisers can access it through the Advertising console and the Amazon Ads API, making it accessible for both vendors and registered sellers.

📱Amazon and TikTok Partnership: A New Era in Social Commerce

Amazon has announced a partnership with TikTok, allowing TikTok users to connect their accounts to Amazon profiles and make purchases without leaving the TikTok app. This seamless integration is expected to transform the shopping experience and drive significant growth for Amazon sellers.

This collaboration follows Amazon's recent partnerships with Pinterest, Meta, and Snapchat, showing a broader strategy to integrate e-commerce into widely used social media platforms. TikTok users will have access to all necessary information, including price, shipping time, and Prime eligibility, making it easier for them to make informed purchasing decisions.

Initially, this partnership will likely involve Amazon managing ads on TikTok, similar to its approach with Meta. However, it is expected that sellers will soon be able to use Sponsored Display and DSP ads to run Amazon ads directly on TikTok, achieving full attribution when users have their accounts connected. This emphasizes the importance of building a network of creators to effectively promote Amazon brands.

📩 Amazon Introduces New Inventory Evaluation Options

Amazon has introduced a new inventory evaluation feature, currently in beta, that significantly changes how returns are handled. This update gives sellers more control over the condition and resale of returned items, even on an ASIN-to-ASIN basis.

The new feature offers three options:

• Default Evaluation: Amazon assesses all customer-returned items to determine their sellability. If items are found to be in new condition, they are returned to the seller's inventory.

• Selective Evaluation: Sellers can choose to evaluate only specific ASINs by uploading a list. Amazon will check the listed returns for sellability, while items not on the list will automatically be marked as defective and unfulfillable.

• Disable Evaluation: Sellers selecting this option can avoid evaluation altogether, with all returned items marked as defective and unfulfillable, eliminating the possibility of reimbursement for damaged items.

These options offer valuable flexibility and precision, allowing sellers to prevent substandard items from re-entering their sales channels, thus protecting their brand and customer satisfaction. Managing specific ASINs differently can also lead to significant operational improvements and cost savings.

📊 Enhanced Sponsored Display Features: Expanded Targeting and Flexibility

Amazon Ads has significantly improved Sponsored Display campaigns, particularly benefiting endemic advertisers using tactic 'T00030'. This update expands targeting options, offering comprehensive tools to achieve marketing goals more effectively.

One key change is the expanded targeting options for tactic 'T00030', now including all targeting capabilities available to endemic advertisers, such as contextual targeting. Previously limited to audience strategies and entertainment targeting, this enhancement allows for a wider range of targeting strategies.

Additionally, the update brings enhanced entertainment targeting with new audience categories like Games, Music & TV, and Music & Radio. This allows advertisers to reach potential customers across various platforms, increasing engagement and conversion opportunities.

🌐 New Features in Marketplace Product Guidance for Global Catalog Expansion

Amazon has enhanced the Marketplace Product Guidance tool with new features to help sellers identify products that are expected to perform well across different marketplaces. These updates include machine learning models that estimate the demand and potential sales increase for products listed in multiple markets, giving sellers valuable insights into which products are likely to succeed internationally.

The updated tool also provides notifications about whether a product is subjected to cross-border compliance, destination restrictions, and local rules, along with a link to a solution provider for additional assistance. Moreover, the Rational column now displays projected sales for potential product listings over the next 90 days, offering important data for future planning.

A new Competition column has been added to show the number of offers for your product in a specific store, along with a "View top competitors" link. This feature allows sellers to assess the competitive landscape and plan their strategies accordingly.

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