🤔 𝗜𝘀 𝗬𝗼𝘂𝗿 𝗔𝗺𝗮𝘇𝗼𝗻 𝗟𝗶𝘀𝘁𝗶𝗻𝗴 𝗦𝘁𝗶𝗿𝗿𝗶𝗻𝗴 𝗘𝗺𝗼𝘁𝗶𝗼𝗻?

You want your product to stand out, but are you making customers 𝙛𝙚𝙚𝙡 something?

Too often, it’s all features and benefits, missing the real connection.

We recently transformed a tea brand's listing into an experience. Why? Because when you show how it fits into their life, they can 𝙨𝙚𝙚 themselves using it.

Here’s how you do it:
🧑‍🧑‍🧒 Speak to your real customers – make them feel seen.
🎟️ Capture the brand vibe – match the product’s essence.
📖 Share a story – let them imagine the journey with your product.

P.S. We loved bringing this to life!

I would like to share with you some bid ops insights, that hopefully provide you with motivation for your own strategies 😊

-- Understanding the difference between Bid and CPC
If your goal is to decrease ACoS, and so you drop your bids by a large amount, say 50%, but your new Bid is still above CPC, then your Bid decrease will have no impact. (It also works the same way with Campaign Budgets and Spend – if you lower Budgets but they are still above average Spend for that Campaign, then Total Spend for that Campaign will be the same as it was)

-- Size of adjustments
It is because of the point above, that I have always found it more beneficial to make smaller Bid adjustments, say 10% at a time, rather than large adjustments that Bid formulas can arrive at.

As an example, we’ve all seen those Targets that have 1 or 2 Orders, a few Clicks, and a few Impressions. Most bid formulas will arrive at a very large Bid for this Target, given its abnormally high CVR.

If you adjust the Bid to what the formula recommends, it will probably not end well... But if you incrementally work toward what the formula recommends, then as the Bid slowly increases, more data will accumulate, CVR will come down to a normal level, and the recommended Bid will decrease. This results in the converging of the incremental changes with what the formula is recommending.

-- Frequency of adjustments
It is because of the 2nd point above, that I believe daily adjustments are ideal.

If incremental adjustments are made, it may take many rounds of Bid ops to reach the final desired Bid, and if Bid ops is only run once every few days, the whole process could amount to weeks…

But on top of that, why wouldn’t you want to update bids ASAP to the most recent data?

If I compare the data from the Bid ops I ran yesterday vs when I ran it today, today’s data will not only have an additional day of fresh data, but many of the days within the lookback window will have revised Sales figures, since the Sales for the Clicks that took place on those days has finally attributed.

If one makes Bid adjustments every few days, or weekly, then there are several days per week that their Bids are not based on the freshest data. This will results in the revisions to the data accumulating for several days before “acting on it” with running Bid ops, which is less than idea.

With all this being said, implementing Marketing Stream is the ideal solution – all data populates your DB in real-time, allowing all Sales attribution and Spend adjustments to be fully reflected throughout the day.

Despite all that I just covered, the fact still exists that the data for Bids ops is based off of ‘looking in the rear view mirror’ – it has this inherent flaw, so don’t over-think it… 😁

Amazon’s New AI Innovation- Project Amelia is Here! 🚀

Amazon has introduced an AI-powered personal assistant designed to support independent sellers. Built using Amazon Bedrock, Amelia provides tailored business insights that boost productivity and facilitate growth.

Project Amelia offers:

•Knowledge-Based Responses: Sellers can quickly ask specific questions and receive relevant, summarized information.
•Status Updates and Metrics: Immediate access to sales data and customer traffic helps sellers stay informed about their business performance.
•Actions and Issue Resolution: Coming soon, Amelia will assist with problem diagnosis and sometimes take action on behalf of sellers to streamline operations.

PayPal X Amazon 🚀

This collaboration is a significant leap forward in online shopping, bringing numerous benefits, including:

• Enhanced Convenience: Linking accounts means seamless transactions, allowing customers to shop quickly and easily across platforms.
• Broader Access: Prime members will enjoy exclusive shipping benefits at a wider range of merchants, making it easier to get what they love.
• Innovative Shopping Experience: This partnership showcases a commitment to driving innovation, ensuring that customer needs are always at the forefront.

🚀Unify and Analyze Your Profits Across All Channels with Veeqo Profit Analyzer (An Amazon Company), recently announced at #AmazonAccelerate.

Managing profitability across multiple sales channels can be challenging. The new Veeqo profit analyzer brings everything together—sales, revenue, fees, COGS, and ad spend—into one powerful tool.

Here’s what it offers:

📊Real-time Profit Insights: View daily, weekly, monthly, and yearly profits, sortable by metrics like sales, units sold, ad costs, fees, and shipping costs.

🛍️Product-Level Deep Dives: Identify top-performing products, optimize pricing, and make data-driven decisions for your business.

💸Amazon Ad Spend Visibility: See how Amazon ad spend impacts your daily profit margins across every product.

🛒Inventory Insights: Track stock levels, stockouts, and sales velocity—freeing up time from managing spreadsheets to focus on growing your business.

The Veeqo Profit Analyzer helps you streamline profitability management across Amazon, eBay, Shopify, Walmart, and more—boosting your business decisions with real-time data.

➡️This year’s BFCM (Black Friday Cyber Monday) sale event will be different from previous years in terms of duration. The sale will run from November 21 to December 2, giving us a 12-day window. Additionally, the Fall Prime Sale (October 8-9) and the Halloween Sale (October 22-31) are also set to take place in Q4.

➡️Now is the time to start preparing for these upcoming events to maximize overall account performance. Leverage the learnings from previous quarters and apply them to your campaigns to make the most of these key sales periods.

Now to enhance product discovery within Rufus, your SP ads may be displayed in Rufus related placements. Also Rufus related metrics won't appear in your campaign reports.

Amazon is now offering estimated performance at the keyword level based on your bid! 🎯

For now, you can see estimated impressions, but there’s a drop-down menu indicating that more metrics might be added soon. 📈

Stay tuned for additional updates!

👉 When it comes to ads, there's no one-size-fits-all strategy

There are exceptions.

We often talk about best practices like segregating campaigns for better control. One such tactic is the single keyword campaign. Sounds great, right? After all, it gives you full control over a keyword. But there's an exception that's not much talked about…

🔑 Not all single-keyword campaigns perform the same.

While high-traffic KWs tend to do well, mid- and low-traffic ones often struggle with low impressions and fluctuations. From our experience, these KWs rather perform better when grouped in sets of 5-10. This approach generates more data, transactions, and campaign history, leading to stronger results.

The key takeaway? Segregation works, but to what extent depends on your account. Customizing strategies and running A/B tests based on your findings is essential for maximizing results.

If you’re running single KW campaigns and missing out on impressions, you are losing sales.

💪 That's why, on one side we have best practices, the other side we keep a note of the exceptions and then also experiment for maximum results.

💡 This clip is from our recent podcast episode, where we dive deeper into this topic. Don’t miss this week’s newsletter, where we’ll explore this in more detail—subscribe now for more insights!

Top Announcements from #AmazonAccelerate so far:

1️⃣Supply Chain by Amazon

✅Fully-managed, end-to-end solution designed to simplify supply chain complexity.
✅Sellers only need to specify what to ship and where/when to pick up—Amazon handles the rest.
✅Faster delivery speeds = 20% higher sales conversion on average.
✅Advanced machine learning optimizes fulfilment strategy for better sales and cash flow.
✅25% off AWD storage fees + 15% off transportation.

2️⃣Amazon Shipping

Amazon Shipping offers fast, reliable ground delivery for Amazon sellers, whether you're shipping from Amazon, your website, or other sales channels.

✅2-to-5-day ground delivery
✅Weekend pickups and deliveries at no extra cost
✅Transparent pricing and reliable service
✅Amazon Shipping app to streamline your operations, available on the App Store and Google Play.

3️⃣1 Hour Drone Delivery Selection Exclusivity

Amazon is expanding 1-hour drone delivery with the launch of new MK30 drone later this year.

✅First launch in Tolleson, Arizona and first international location in Italy
✅Extended range and ability to fly in inclement weather
✅More items delivered to customers in less than 60 minutes

4️⃣Buy with Prime

✅Starting now, Buy with Prime shoppers can use PayPal at checkout after logging into their Amazon account.
✅Prime members will be able to link their Amazon and PayPal accounts for automatic Prime benefits every time they checkout with PayPal.
✅Buy with Prime will soon be integrated with Google and TikTok ads, expanding reach and boosting conversions!

5️⃣3P apps in Seller Central

✅Third-party apps are now embedded directly in Seller Central. This means you can access key app functionalities without leaving the platform.
✅Paired with expanded third-party app notifications, you'll manage your business seamlessly—no more jumping between tabs and systems.

6️⃣Veeqo Profit Analyzer

✅Analyze profits from Amazon, eBay, Shopify, Walmart, and more—all in one dashboard.
✅Make data-driven decisions with confidence and take the guesswork out of managing your multi-channel business.

➡️Amazon suggested bids now display weekly performance estimates across various bid amounts, showing which bids have generated specific impressions weekly.

➡️This feature will assist in more effective optimizations, especially for awareness campaigns.

New: Amazon Vendor Central has rolled out a new catalog portal that looks eerily similar to Seller Central. Is the VC/SC merge coming?

Years ago I predicted we would see a merge between the platforms
A couple days ago we saw a VC purge
And today we see a new portal

The signs are coming that we're going to see a merge between Vendor and Seller Central.

What could this mean to everyone? A single portal for all sellers. Perhaps some of the outdated VC garbage UI gets revamped.

Perhaps VC sellers finally get Brand Analytics
Perhaps VC sellers don't have to pay for premium A+ content which is free on Seller Central.

Time will tell.
What do you think?

Vendor Managers change positions every 13.5 months on average.

The result?

❌ High turnover and fragile supplier relationships.

Amazon buyers don't have incentives to build deep ties with their accounts.

And once they move positions, their successor will have to start from scratch.

This complicates the execution of commercial agreements, as the new buyer has little prior knowledge and may be overcautious to avoid making financial mistakes.

So what can brands do?

✅ Two things:

𝗙𝗶𝗿𝘀𝘁, 𝗵𝗮𝘃𝗲 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗰𝗼𝗻𝗳𝗶𝗿𝗺𝗲𝗱 𝗶𝗻 𝘄𝗿𝗶𝘁𝗶𝗻𝗴.

This allows you to have a written track record of what has been said and agreed. And avoids you being at the mercy of your new VM’s should your buyer suddenly change.

𝗦𝗲𝗰𝗼𝗻𝗱, 𝗯𝘂𝗶𝗹𝗱 𝘀𝗲𝗻𝗶𝗼𝗿 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀.

If you don't know the manager of your buyer, ensure you get an introductory meeting booked with them.

The fast-paced environment in which Amazon buyers operate puts vendors in charge of managing the relationship.

After all, hoping that your new buyer will be around longer than the previous one is a gamble that will harm your P&L.

---

How are you managing the high turnover of Vendor Managers in your business?

Let me know in the comments!

🚨When people say AI images are a Game-changer...

These examples are what they mean.

We’ve been exploring AI images in our designs.

They are especially great when clients don’t have lifestyle images ready for us to use.

And Yes, I'll admit 6 fingered humans still happen but there has been rapid progress with AI images.

Particularly of product in use type shots with realistic humans in natural settings.

Then vs Now:
• Weeks for photoshoots ➡️ Days for AI images
• Limited scenes ➡️ Endless customization

The Benefits for Design:
• Quick iteration
• Faster concept testing
• Cost-effective prototyping

Photoshoots aren't obsolete, but evolving.

I predict brand spending will shift to:
↳Using AI to test concepts
↳Prove content resonates
↳Last, invest in pro shoots for final assets to replace AI assets

The future: AI speed + Pro quality

Are you embracing this marketing revolution?

Quick new update for Amazon Inspire launched this week in US with a new opening view that goes FROM just one video/still image TO a series of tiles that the consumer can chose which one looks most interesting to them. It appears that the tiles are based on the interested categories that you have chosen upon starting your initial Inspire journey. Overall, subjectively looks a bit better with more options to start and easy to navigate.

Could there be a future with different tiles sorted by social media partners like Pinterest, TikTok and/or Honest Review videos or New Items & Paid Videos so that the groups are categorized as easy to "promote" or find?

🚨 U.S. E-commerce Just Changed Forever🔥

In a landmark policy adjustment, the Biden administration has introduced stringent regulations on imports, particularly impacting e-commerce giants like SHEIN, TEMU, and Chinese sellers on Amazon.

Are you as shocked as I am? This was not on my 2024 bingo card!

💡 Here's how these changes are reshaping the landscape:

-Tariff Enforcement: Products previously benefiting from duty-free import under the $800 de minimis threshold now face Trump-era tariffs, closing a significant loophole.

-Tax Compliance: Imports below $800 now require the importer's social security number, enhancing tax accountability.

-Safety and Compliance: Products like toys and children's furniture must now come with compliance certificates, ensuring they meet U.S. safety standards even when imported in smaller, sub-$800 batches.

😵 Losers:

-Direct Chinese retailers like Temu, Shein, and Aliexpress. Part of the reason they are so cheap is that they have thrived on the previous duty-free advantage. Those days are over.

-Fulfillment centers engaging in tax avoidance practices, primarily those in Canada and Mexico. Remember the manufacturing boom in Mexico that everyone was talking about? Those were predominantly Chinese-owned operations and now they're in a world of hurt.

-Air freight companies that capitalized on quick, low-cost shipments from China. They are going to be transporting way less crap from China now!

🎉 Winners:

-Amazon and USA 3P sellers in general, by leveling the playing field against underpriced competitors.

If you are an American brand owner and comply with the Trump tariff laws, you should be popping champagne right about now. There will be a massive drop in competitors as they cannot cheat the system anymore.

To each of you who called your state representative over the past year, THANK YOU. This is literal proof that being politically active matters.

Welcome to a new era of USA e-commerce where accountability and fair play are king.

Now, before you really start partying, a word of caution. This is what is called "Notice of Proposed Rulemaking" which means it has to go through a review process and be passed as law. Be patient. I suspect this will be passed ASAP since thousands of brand owners have lit up their representative's phones over the past year AND it's a non-partisan issue.

This is a HUGE win for American sellers!

--

P.S.

👉 Join over 20,000 brand owners like Simple Modern and HexClad who are soaring to new revenue records on Amazon while everyone else is asleep at the wheel.

Join the exclusive club here: https://lnkd.in/gvXshqgM

Is this Amazon’s newest “Game-Changer” Beta? 🤔


No, it’s neither a Beta nor something new.

– but yes, it’s a Game-Changer.

There’s been a lot of buzz recently about a new feature from Amazon, with some experts suggesting it will soon be available to all brands for free.

Let’s clear things up:

👉 This isn’t a beta or something entirely new. It’s a Custom Ad Solution, also known as Custom Landing Pages for Brandstores—developed by Amazon’s Brand Innovation Lab.

👉 If you’re considering it for your brand, here’s what you need to know:

✅ Requires a significant marketing budget (six figures)
✅ No production costs, but minimum spend applies
✅ Exclusively developed by the Amazon BIL team
✅ Available on desktop and mobile


So, you don’t need to be Anker or LEGO to access this—you just need a BIG marketing budget.

𝗣.𝗦. Check the comments for a case study featuring Brand 𝗠𝗮𝗿𝘆𝗥𝘂𝘁𝗵’𝘀 experience.

What is the highest ROAS Amazon ad type?

8 PPC Types Ranked by ROAS 👇

1. Video ads (48%)
2. Sponsored products (39%)
3. DSP display ads (37%)
4. Sponsored brands (37%)
5. Sponsored display (35%)
6. Amazon Live (32%)
7. Amazon OTT (25%)
8,. Audio ads (25%)

🚀 Video ads are CRUSHING IT! 🚀

We are seeing similar results for our clients.

Video is no longer just a "nice to have",

Video is a MUST HAVE for Amazon success in 2024.

Here's the kicker:

Most sellers aren't using video effectively (or at all).

That means video ad spots are not being bid up.

And there's a HUGE opportunity for you.

Are you using video ads in your Amazon strategy?

Share your thoughts on video!👇

🚨 Amazon officially allows cheating 📢

Yup, you just read that and it's not just a fake hook to get you to read my post.

Amazon has made a colossal shift away from strict picture rules and is turning a blind eye to sellers bending the rules.

This is driven by the fact that breaking the published Amazon TOS image rules has resulted in unprecedented CTR which results in more money for Amazon.

Did the lightbulb turn on in your mind just now? I thought so.

Specifically, I'm talking about two things.

1. Non-product objects in your hero image:

That's the first picture I attached. See the flying blueberries? Not allowed according to Amazon but they allow it to be used across the board. This is especially important for supplement sellers. Fire up discussions with your designer and add some nice flavor imagery to your hero image and watch your CTR go through the roof.

2. Adding size info to your hero image:

Dawn and their cute little ducks. You've seen the commercials. You love Dawn. I love Dawn. America loves Dawn. Do you see the bubble in the bottom left of the picture below? Yup. 32.7 fluid ounces. Your title is not the only place you should add this. When it makes sense, add size details to your hero image. Do you really think customers care about the product matching what they see in the listing? I think 40,157 reviews and a 4.8 star rating tells you all you need to know.

These are just two of the ways Amazon is allowing brands to break the rules.

Sellers need to stop being so paranoid and embrace these opportunities while Amazon still allows them. You never know when they will change their mind. In the meantime, Amazon is turning a blind eye so go ahead and break the rules!

FYI, this is one of those RARE times when one of my posts will be encouraging you to break TOS rules on Amazon. In this case, the proof is in the pudding. The worst-case scenario is your listing getting suppressed until it's fixed. Ooooohhhhhh so scary! 🤣

--

P.S.

👉 Join over 20,000 brand owners like Simple Modern and HexClad who are soaring to new revenue records on Amazon while everyone else is asleep at the wheel.

Join the exclusive club here: https://lnkd.in/gvXshqgM

Is this the secret of Brand Awareness on Amazon?

It's no secret that smartphones are the new gateways to consumer engagement.

In the US alone, people check their phones up to 58 times a day and spend over 5 hours daily on screen time on average.

But that's a reality, and the opportunity for brands to connect is massive and growing daily. With platforms like Amazon Inspire, your brand can move from being noticed to being experienced.

Imagine your products becoming the "I need this!" moment as users scroll through content tailored just for them.

As an example, TikTok has already shown us the power of discovery, with daily usage going from 27 minutes to almost an hour. THAT'S WILD.

In general, social media consumes roughly 2 hours and 24 minutes of an average user's daily internet time. That's why platforms like Amazon Inspire are becoming critical for brands to captivate and connect with potential customers.

Now, picture that level of engagement on Inspire, where sophisticated algorithms understand every swipe, like, and purchase.

Your brand could be in front of potential customers every time they pick up their phones. Whether Gen Z spends over 9 hours a day on their devices or Baby Boomers explore new apps, every interaction is a potential win.

But this is just my opinion, what do you say?

🎯 Nail Your Launch with Smart Keyword Research

The keywords you pick for your launch can make or break your success—it’s the most crucial step.

The days of “shotgun” strategies like autos and broad match are over.

Now, it's all about deep keyword research from the start. 💡

For a recent launch, we dove into search term reports and ad data to find where we were gaining traction, especially when timing wasn’t ideal.

The key?

Focus on where you see positive trends and double down on those areas.

Don’t just settle for broad visibility—target keywords that will drive real results.

Start strong, adjust quickly, and keep pushing where you see wins. 🚀

🛑 Gut feelings don't cut it in design: Enter split testing

As designers and marketers, we often think we know what looks best.

But here's the truth: our personal preferences don't always align with what drives results.

Enter split testing (A/B testing). It's not just a buzzword – it's a game-changer.

Here's why:

↳Data trumps opinion: Split tests provide hard evidence on what actually works, not what we think works.
↳Unexpected insights: Often, the version we least expect outperforms our 'favorite' design.
↳Continuous improvement: Regular testing leads to ongoing optimization and better results over time.
↳Customer-centric approach: It puts the focus on what your audience responds to, not what you like.
↳ROI boost: Even small improvements can lead to significant increases in conversions and sales.

Remember: In business, the most beautiful design is the one that brings in the most revenue.

Have you run split tests that surprised you?

Share your experiences below! 👇

👉 In the upcoming newsletter, we dive into one of the most fundamental aspects of Amazon Ads— Campaign structure.

It’s the foundation that enables one to scale efficiently and has been a key factor in many of the performance case studies we’ve shared.

In essence, a proper campaign structure should be as segregated as possible, and this video clip explains exactly why.

The newsletter will provide an in-depth look into the strategies and best practices we use to build campaigns that are primed for growth. From improving reporting accuracy to gaining better control over your budget, a strong campaign structure can make all the difference!

Stay tuned for valuable insights on how to elevate your Amazon ads with the right setup!

Why having a campaign structure is important?

➡️When discussing campaign structure, many people focus on product, ad group, match type segregation, and naming conventions. While these are important, it’s crucial to understand why proper structure is essential for every account. Establishing a solid campaign structure serves as the foundation for any account, and once perfected, decision-making becomes more strategic and straightforward.

➡️For me, campaign structure is about understanding the account's strengths, identifying weaknesses, and discovering opportunities. When we onboard a new account, we begin with the necessary segregations—organizing product and category targeting, segmenting keywords by match types, and ensuring one ad group per campaign. This provides a comprehensive overview of the account setup.

➡️Once these steps are completed, we analyze which match types are performing well and whether all available match types have been tested. Similarly, we review all ad types in the account to ensure each strategy has been explored. If not, we begin testing the untried strategies.

➡️We've found that restructuring campaigns can have an immediate impact, often delivering better results within just a week.

➡️Follow our newsletter for in-depth analysis and valuable insights!
https://lnkd.in/gUWQYiDj

How a single TikTok video skyrocketed Amazon ranks by 9,127% (...steal this strategy for your eCommerce brand)

The power of hashtag#AmazonFinds is REAL.

With 64 billion views on TikTok, it's clear: People discover products on TikTok, then buy on Amazon.

Here's proof:

A TikTok video posted in April got 2.3M views in just 15 days.

The top comment?

"Sighs and opens up Amazon" - liked by 647 people.

The impact on Amazon sales was INSANE:

✅ Seller rank jumped from 33,493 to 363 in the Home & Kitchen category
✅ That's a 9,127% improvement... in 15 DAYS!

Why this matters for your eCommerce brand:

1️⃣ TikTok is the new product discovery platform
2️⃣ Viral content can lead to explosive Amazon sales
3️⃣ You need a TikTok strategy... yesterday!

Don't sleep on this opportunity.

Start creating TikTok content for your products NOW.

You could be one viral video away from 10x-ing your Amazon sales.

Want to learn how to create viral TikTok content for your Amazon products?

🚨 New Update: Sponsored Ads as part of the Rufus chat!

If you were skeptical about this AI adoption, this update will confirm that it came to stay.

Sponsored ads will appear in Rufus-related placements (only in the US). The little shopping assistant is helping customers discover even more products, including your ads!

💡 Here’s the update:
As Rufus interacts with customers and answers their questions, your ads may appear alongside relevant suggestions.

Plus, Rufus can generate accompanying text based on the context of the conversation.

• Campaign Reports: Rufus-related placements won’t appear in your campaign metrics… yet.

My take on this one?

After spending a lot of time researching and playing around with Rufus, I noticed it heavily prioritizes brand names instead of smaller but more successful brands on Amazon.

With ad placements now being integrated into Rufus, there may be an opportunity to level the playing field (at a cost, as always).

However, if the system learns that your products are more relevant than the big brand names, it might start prioritizing them in organic search.

This is very dangerous, though, because ad placement could lead to biased recommendations driven by paid advertising, which might undermine the promise of democratized search powered by hyper-personalization and semantic SEO.

I'm not sure Rufus is going this route if ads are to be served through it.

But as Rufus continues to reshape how customers search and shop, sellers can get their products in front of the right audience at the right time.

I am excited to see what is coming, but one thing is for sure: if you are not selling to AI, you are falling behind.

Sponsored TV to Brand Store (including subpages)! Has anyone tested this out with strong results? Very excited about this rollout as we manage a few brands where the category essentially is our "brand defense..." i.e. sports apparel, watercraft, etc. where customer search intent is largely specific to category terms vs. branded terms ("tissues" as an example), so makes a ton of sense to test branding video creatives with traffic being pushed to a Store page!

Shoutout to Nick Amos for letting me steal this find for content purposes 😄

🚀 Bringing Your Total ACoS Down from 15% to 10%?


Here’s How to Do It.


If your goal is to lower your TACoS, slashing ad spend without a clear plan won't get you there.

Here's a quick way to find the right cuts:


1️⃣ Calculate Your Goal Ad Spend: Take your total sales and calculate 10% of that. This number is your target ad budget.

2️⃣ Find the Gap: Compare your current ad spend with your goal. The difference is what you need to cut.

3️⃣ Identify the Problem Products: Figure out which products are the biggest contributor to your current high TACOS. (Hint: It's not always the highest spender.)

4️⃣️ Work Backwards from Sales: Start by cutting the ad spend that isn't translating into ad sales. NOT only the ad targets that have the highest ad spend.

This isn’t about random cuts—it’s about making calculated moves to meet your goals with clarity and precision.


Ready to take control of your ad spend?

Let’s make it happen.

🚨Breaking🚨

Amazon just mass-terminated 1P vendor accounts.

The timing is brutal!

The only way forward for these vendors will be opening a Seller Central account.

This is further proof that Vendor Central is becoming exclusive to enterprise brands.

RIP small guys.

Generative AI for A+ pages

➡️Amazon has introduced generative AI for creating A+ pages. Currently, 5-6 modules are AI-ready, allowing you to generate content by simply selecting a few settings. This feature lets you create both headlines and body text, and choose between realistic and abstract backgrounds. Additionally, you can upload reference images and select from multiple image themes.

➡️We tested this feature, and currently, it doesn't seem worthwhile. The AI-generated images are coming out quite odd, similar to the issues we've seen with custom image generation for Sponsored Brands (SB) and Sponsored Display (SD) campaigns.

🚨 Exciting Amazon Sponsored TV Update! 🚨

Amazon has just rolled out a new feature for Sponsored TV campaigns—you can now target your Brand Store including all the subpages.

Why is this a big deal? According to Amazon's internal data from 2022, shoppers who visit a Brand Store:

• 🛒 Purchase 56.5% more frequently
• 💳 Have a 67.1% higher average order value (AOV)

This update is a game-changer for advertisers looking to drive more engagement and conversions through their Brand Store experience.

Looking forward to seeing the impact on performance!

Broad Match Modifier can be a game-changer 🚀

Here’s why:

1. Enhanced Reach: BMM allows your ads to appear for variations of your keywords, increasing visibility and capturing a broader audience.
2. Better Control: By adding a “+” before important terms, you ensure those terms are included in the search queries, improving relevancy.
3. Increased Traffic: Reach potential customers who are searching for related terms or variations, expanding your ad reach without sacrificing precision.

How to Implement BMM Effectively:
1. Choose Key Terms Wisely: Select high-performing and relevant terms to include in your BMM strategy.
2. Monitor Performance: Regularly analyze search term reports to ensure your ads are reaching the right audience.
3. Adjust and Optimize: Based on performance data, refine your keywords and adjust bids to maximize ROI.

Have you tried using Broad Match Modifier in your Amazon ads? How has it impacted your campaigns?

Store Spotlight Campaigns

➡️One of the most underutilized ad formats in Sponsored Brands (SB) campaigns is the Store Spotlight. We’ve noticed that very few brands take advantage of this strategy, despite its significant potential. When used effectively, Store Spotlight campaigns can drive substantial revenue and boost visits to your store page, which in turn helps attract new-to-brand (NTB) customers and grow your brand following.

➡️A larger brand following increases conversion opportunities and can attract more Subscribe & Save users. Additionally, you can create tailored promotions to target these visitors, further enhancing engagement.

➡️Since last Q4, we've been running Store Spotlight campaigns, and they’ve significantly increased both visitors and orders across the three targeted store pages.

➡️This year alone, these campaigns have generated $94k in revenue with an ACOS of 20%. Notably, 46% of the orders were from new-to-brand (NTB) customers, and the conversion rate (CVR) for these campaigns stands at an impressive 24%—far higher than any other Sponsored Brands (SB) ad type. The three subpages targeted under this campaign have seen over a 70% increase in both visitors and orders.

If you’re selling on Amazon and haven’t explored Market Basket Analysis, you’re missing out on a treasure trove of insights! 🕵️‍♂️💡

Here’s how you find it: head over to Brands > Brand Analytics > Consumer Behavior Analytics on Seller Central, and —you’ll see Market Basket Analysis in the dropdown menu.

So, why are we at btr media obsessed with this tool? 🤔

It gives us a crystal-clear view of the buyer’s journey—how customers discover and purchase multiple products from our brand. This data is invaluable for shaping our ad strategy (and expanding our product lineup).

With reporting ranges from weekly to quarterly, we can filter by category or brand to dig deeper. I dive into these insights at the beginning of every month to keep our strategies sharp and effective.

Let's take a quick look at a real-life example!

One of our ASINs racked up 841 orders, and the top combined product was… an accessory from a competitor! It's not a direct competitor but a clear sign of a market gap we can fill. This kind of insight sparks new product ideas and helps us stay ahead!

And it gets better. We discovered a 24% purchase combo rate with another product — an accessory that sold 441 times last month. Guess what? We’re not even selling it… yet! 🚀 This is where smart brands spot an opportunity and jump on it.

Why Should You Dive In?

Here’s what you can do:

1️⃣ Optimize Ads: Identify which product combos are popular and create ads that drive sales and protect your product detail pages (PDPs). It’s not just about defense; it’s about showcasing what customers are most likely to buy together!

2️⃣ Find New Opportunities: Discover new cross-sell and upsell opportunities. Imagine knowing which products to add to your lineup based on customer behavior!

Ready to take action?

Think of this tool as your market investigator—always on the hunt for trends and gaps in the market. Use it to protect and lineup your PDPs more efficiently, meet unmet demand, and outsmart your competition.

Amazon has introduced an AI-powered content generation feature in the Basic and Premium A+ modules, simplifying the content creation process.

Here’s how you can use them-

1️⃣ Check for modules marked as "AI ready"

2️⃣ Click “Select content to generate,” and either "select all" or choose specific text and image fields you want to create AI generated content for.

3️⃣ Only ASINS owned by brand can be used for content generation. The ASIN is required, but the other fields are optional.

4️⃣ Some ASIN categories might not yet supporting image generation, so you have to check before moving ahead. Also, for mobile images, you have to adjust the position of the image.

To use AI effectively-
👉In Text Prompts - Focus on highlighting unique product features and benefits.
👉In Image Prompts - Explore different product angles or backgrounds.

I am planning to test this AI content and will definitely share my feedback and Result soon.

5 Easy and Effective Things You Should Do Before Setting Up New Campaigns on Amazon if Your Brand is New 📈

Before launching your new campaigns on Amazon, there are a few important steps you should take to set your brand up for success. Here are five essential things to do before diving into your campaigns:

1. Convincing Brand Story- Tell your brand’s story in a way that your audience can connect with you and your brand. Share about your mission, values and journey to make people feel part of your brand.

2. Set Up a Great Brand Store- Create a dedicated Amazon store with a custom URL for your brand. Make sure your products are easy to find and displayed in a way that’s simple for customers to browse and understand.

3. Leverage Basic & premium A+ Content- Take advantage of Amazon’s Basic & Premium A+ Content feature to turn your product listings into attractive pages that showcase your brand’s personality.

4. Use High Quality Photos- Use high quality images that describe your product USPs. I have seen that clear, professional photos build more trust and make your products more appealing.

5. Leverage Customer Reviews using Amazon Vine Program- Positive reviews always build trust and encourage shoppers to buy that products. If you are facing initial difficulties then you can consider using the Amazon "Vine Program" to get honest feedback from top reviewers.

This basic and important things will not only helps you to grab people attentions but will also help you in improving your conversions within your category.

Negating Keywords in Amazon PPC: Then vs. Now

In the early days of Amazon PPC, negating keywords wasn’t the hot topic it is today. Honestly, you didn’t need to pay it much attention. Why? Because conversions were easier to come by, even on completely unrelated terms. You could be selling gym accessories, yet somehow convert on kids' search terms. It might sound crazy now, but back then, it made sense—more eyeballs meant more sales, and the algorithms were far more forgiving.

But today, the landscape has changed dramatically. Now, it’s all about relevancy. If your product doesn’t align with the search term, it’s tough to get any organic traction. And Amazon expects us to prove we belong in those search results by showing that our product is a great fit for the terms we're bidding on. Relevancy has become priority number one if you want to rank and scale.

At BTR Media, we’ve navigated this transition closely. There used to be a time when our philosophy leaned toward not negating keywords too quickly—even broad terms like “Baby Gifts” could drive some level of conversions. We approached it by managing bids instead of rushing to negate, letting keywords run on the first page or within product pages to gather more data. But as relevancy has become more critical, our strategies have evolved.

Negating Keywords: Getting the Right Match Type Matters

Here’s a quick refresher: There are two main types of negatives—negative exact match and negative phrase match. This might sound basic, but it’s surprising how often they get confused.

Negative phrase match: If you negate "beand diapers" as a phrase, Amazon will block anything that contains “brand diapers” in the search term, in any order.
Negative exact match: This only blocks the exact term "brand diapers," meaning you could still show up for other variations, but not that specific phrase.

It’s essential to choose wisely, especially in auto campaigns. For instance, you don’t want your branded terms showing up in auto campaigns if you already have a separate branded strategy bucket. Get your structure in place, or you might end up cannibalizing your own campaigns and losing valuable conversions.

Adapting with the Market: The Importance of Regularly Updating Your Negatives

Updating your negative search terms isn’t a “set it and forget it” thing. You don’t need to do it every week, but it’s definitely something that should be monitored regularly. Trends shift, competitors enter the market, and new keywords emerge. Regularly reviewing and optimizing your lists is crucial to keep your campaigns efficient and relevant.

Amazon PPC has evolved into a much more complex and competitive landscape. To stay ahead, it’s all about having a structured approach, adjusting your negatives strategically, and ensuring each part of your campaign is working toward your end goal.

🛑 Amazon storefronts are NOT created equal: QUALITY matters

The best ones drive real results.

Why Visuals Matter...

Great visuals = Better shopping experience

At Mindful Goods, we've seen the proof:

• Higher cart values
• More engagement
• Stronger brand loyalty

👉🏽What Makes a Storefront Win?
✓ Pro product photos
✓ Lifestyle imagery
✓ Cohesive branding
✓ Clear navigation
✓ Video content
✓ Mobile-friendly design

Stand Out on Amazon.
Elevate your storefront.
Boost your sales.

Let Mindful Goods help.
🤓

Are You Archiving These Key Reports? 📊


Here’s Why It Matters!

Monthly data archiving isn’t just a routine task—it’s a goldmine for strategic insights.

For all our brands, we make it a point to download and archive these must-have reports:

🔑 Search Term Reports: A deep dive into the search behavior that’s driving your sales.

🔑 Bulk Files: Keeping tabs on your campaigns in one place.

🔑 Business Reports (Sales Summary by ASIN): Get SKU-level insights, and with a pivot table, easily roll up data by ASIN or parent ASIN.

While software can automate inventory tracking and other granular data, manually archiving key reports allows you to create custom analyses, like evaluating past inventory levels to guide future decisions.

Think of these reports as your data safety net—equipping you with all the tools to make smarter moves.

How are you managing your data? Drop a comment below! 👇

What if I told you that you could make more money today on Amazon with an image change?

Would you do it?
⤷ Of course you would.

So what’s stopping you?

Here’s a list that I’ve compiled of reasons people are not doing this:

1. Time
2. Money
3. Skills
4. Knowledge

Those are the only reasons why people are not doing this now to affect their Amazon listing to make more money.

Let’s break it down further.

Time - People are too busy to make these small changes that have gigantic impact.

Money - People think they have to pay thousands for photoshoots and expensive graphic designers.

Skills - People think they don’t have the skills needed to make these changes in photoshop or Canva.

Knowledge - People just don’t know what they don’t know. They are unsure of what they can and cannot change.

I have great news.
⤷ PickFu answers all 4 for you.

1. PickFu’s DFY gets you rapid data driven images and assets that convert.

2. PickFu’s DFY service is a fraction of the price compared to hiring a designer and a photo shoot.

3. PickFu’s DFY team uses design skills paired with data to make your images compelling.

4. PickFu’s DFY is back by the knowledge and smarts of not only data from consumers on what THEY need to click on - but also me!

Cool.. So now that we got that out of the way, what’s stopping you NOW?

💰 The monetization of search is becoming the monetization of audiences 💰

Well, it was just a matter of time before Amazon released the update about how they were going to monetize the new way of shopping through our AI personal shopper.

There is not much insight right now on this update, but we will likely see capabilities to target audiences instead of keywords with this.

The DSP model will be the new normal for advertising on Amazon, and sellers who don't adapt will be left behind.

Yesterday, I participated in a webinar about DSP. We discussed how audience data and purchasing information could improve Rufus and Cosmo's AI experience.

If you want to get a free growth plan for your DSP strategies, check out DSP Prime by Carbon6 -> https://lnkd.in/gF--7m87

Cutting Bleeders?



Bid Adjustments Alone Might Not Be Enough.

When lowering bids to control costs, you might not be going far enough, especially when high-click, no-sale scenarios hit.

For instance, if your bid is $2 but your cost per click (CPC) is just $0.50, even dropping your bid to $1 won’t change your CPC—it remains at $0.50, keeping ad spend high.

To truly cut costs, focus on adjusting based on CPC, not just bids.

It's all about making sure your spend aligns with performance, not just numbers.

Are your bid strategies actually reducing wasted ad spend?

Amazon drops the hammer on brand stores -

by testing THIS bold new change to your listings.

Removing brand store links under titles and replacing them with a logo.

Brands beware:
⤷ This move could reduce clicks to your brand store.

But, the change also creates an opportunity.
⤷ The right logo could attract more clicks and directly impact conversions.

Think about Nike's "swoosh" logo or Apple's "bitten apple". Both are iconic symbols that consumers connect with quality and innovation.

Now, more than ever, brands need to leverage the power of logos to capture their audience's attention and increase their click-through rate.

Will your logo pass the test?

✌️❤️🍕

#AmazonCTR

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Huge FBA Policy Update – Don’t Lose Your Inventory! 🚨

Starting September 16, 2024, Amazon is updating its FBA inventory-required removals policy in the UK and EU.

The big change? Unfulfillable inventory will be removed after 23 days, down from the previous 30-day notice. ⏳

This is your wake-up call if you haven’t enabled automated unfulfillable settings! You need to act fast to avoid losing inventory.

Here’s what you can do:
Create a manual removal order to take control or set up automated settings to:
• Liquidate the products
• Return the inventory to your address or freight forwarder

Otherwise, the inventory will be disposed of at the fulfillment center, and Amazon will donate or recycle everything it can.

⚠️ Keep in mind that once a disposal order is created after the 23-day notice, it cannot be canceled.

So don’t wait until it's too late! Update your removal settings now to avoid unnecessary losses.

The only thing missing here is ...

… a CTA button like

BUY NOW
or
ADD TO CART.

[Small update from the Amazon US 👇 ]

What do you think, will Amazon soon add CTA buttons so that customers can buy directly without visiting the product page?

🚫 Avoid Search Term Isolation in Amazon Ads! 🚫

(If you prefer to not lose money)

Search term isolation means negating search terms when retargeting them as keywords.

It’s a common strategy, but it often leads to poor performance.

When you cut off strong search terms from your original campaigns, the new campaigns may not deliver the same results—even with identical bids and products.

The key takeaway?

Stick with what’s working and avoid unnecessary changes that can disrupt your ad performance.

Focus on optimizing your existing campaigns rather than isolating search terms.


You're not going to hurt yourself running the search term in both campaigns if you manage it correctly.

Sponsored Ads may now populate in Rufus 🧠

"To help customers discover more products in Amazon’s generative AI-powered shopping assistant, referred to as Rufus, your ads may appear in Rufus-related placements. Rufus may generate accompanying text based on the context of the conversation. Your campaign reports won’t include Rufus metrics. For more information, contact your account representative." - Amazon Advertising API Documentation

For a quick rundown of Rufus and Cosmo, check out this post by Gabriel Cáceros ⬇️

Q4 is right around the corner! So here are 4 tips to protect your hashtag#Amazon margins during peak 2024:

𝟭- 𝗥𝘂𝗻 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝗮𝗻𝗱 𝗦𝗮𝘃𝗲 𝘃𝗼𝘂𝗰𝗵𝗲𝗿𝘀 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝗽𝗿𝗶𝗰𝗲 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀.
If you're a CPG brand, you'll simply forward purchases, and customers will stock up on your products. If you want to lower your CAC long-term, run SnS vouchers instead. This will help you capitalise on recurring orders and reward loyal customers.

𝟮- 𝗗𝗼𝗻'𝘁 𝗿𝘂𝗻 𝗱𝗲𝗮𝗹𝘀 𝗼𝗻 𝗚𝗣% 𝗱𝗶𝗹𝘂𝘁𝗶𝘃𝗲 𝗶𝘁𝗲𝗺𝘀.
Don't run promotions on products that dilute your bottom line, unless they're strategic for acquiring new-to-brand customers.

𝟯 - 𝗔𝗹𝘄𝗮𝘆𝘀 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗲 𝗱𝗲𝗮𝗹 𝗳𝘂𝗻𝗱𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗴𝗻𝗼𝗿𝗲 𝗔𝗺𝗮𝘇𝗼𝗻 𝗱𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀
Vendor Managers and AVS will communicate artificial deadlines to add pressure to deal funding negotiations. Know that you can push these timelines and don't have to accept their funding request. Use the extra time to negotiate.

𝟰 - 𝗦𝗲𝘁 𝗹𝗶𝗺𝗶𝘁𝘀 𝘁𝗼 𝗮𝘃𝗼𝗶𝗱 𝗼𝘃𝗲𝗿-𝗳𝘂𝗻𝗱𝗶𝗻𝗴 𝗱𝗲𝗮𝗹𝘀
Always limit the number of units you're willing to fund in deal events. Since Amazon carries lower inventory WOCs right now, you may otherwise run out of stock after the deal event, when margins are the highest.

---

What other tips would you add?

Share them in the comments!

Do you know the differences in
Amazon StoreByLines 1, 2 and 3?

[For those who didn't know 👇]

1️⃣ The classic Amazon StoreByLine

2️⃣ Also classic, but with a brand profile
(Yes, sellers can create their profile in the Ads Console)

3️⃣ Premium StoreByLine

Important: Premium brands not only have a different StoreByLine view, but the brand store also looks different.

And which StoreByLine does your brand have? 😉

P.S.: I still often see that brands have not properly deposited their StoreByLine. If this is the case for you, you should have it corrected.

I recently presented at a mastermind where we talked a lot about AMC, DSP, Rufus and Cosmo.

(If you aren’t familiar with any of the above, scroll through my old posts)

But, funny enough, all of the conversations I ended up having with sellers were still around ranking, placement modifiers, and campaign setup.

This got me thinking...

After 7 years of posting content, it feels repetitive to continue to post content around the basics, but at the end of the day, the basics are still missing in SO many of the accounts we are auditing.

Biggest mistakes I still see being made -

🔶 No budget allocation plan - Over investment in auto campaigns, branded spend, or certain ad types. Lack of investment in long term growth initiatives. (Solely focusing on ACoS only)

🔶 Poor bid management / lack of understanding in how bid management should be ran - over indexing in "AI" bid management or the "perfect software" or even "no bid management". Bid management that is only focusing on one rule or template. You should have different bid management systems for different product life-cycles / goals.

🔶 Poor expectations / lack of understanding around what a good RoAS or TACoS is for their brand. The lowest possible ACoS or RoAS is NOT always the best.....

🔶 Misconceptions around match types, campaign setup, budgeting and ad types.

"Sponsored brands are broken / don't work"
"Broad match will waste your money"
"Amazon DSP is stealing your money"
"50+ keywords in a campaign is best"
"I should run multiple ad groups per campaign"

🔶 Lack of ability to identify problems in an account.

RoAS - Conversion Rate problem or CPC problem.
TACoS - Advertising problem or Organic problem.
ACoS - Bid issue or keyword issue.