October 2024 has been buzzing with critical updates for Amazon sellers, with essential changes happening across the board. You have nothing to worry about! Irrespective of the updates being small or big, they will surely be highly impactful for you Amazon sellers. We’ve compiled everything you need to know about this month’s biggest Amazon updates all in one place.
Events for schedule bid rules, now available for Sponsored Products advertisers in the advertising console. (October 1, 2024)
Amazon is launching event-based bid rules in the advertising console to allow advertisers to set bid increases across their campaigns during high shopper traffic events such as deal events and recurring holidays.
The “events” feature allows advertisers to set predefined increases during times when higher traffic is expected.
Features of this Update
- Sponsored Products advertisers need not manually adjust bids ahead of each high shopper traffic event.
- Advertisers don’t need to keep track of an events calendar by marketplace to set up corresponding bid increases. By having to update their bids manually, advertisers miss out on incremental sales during these events.
- With this launch, advertisers can set up rules to automatically increase their bids ahead of these high shopper traffic events.
Who and where can this be used?
- Sellers
- Vendors
- Partners
- Agencies
Only those based in Japan can use it.
Amazon Ads Expands AI Image Generator with New Features (October 5, 2024)
The Amazon Ads AI image generator has been updated to include live images, new ad formats like landscape, vertical, and square, and over 40 thematic backgrounds. This update allows brands to provide customized images catering to different seasons and occasions. This can significantly improve brand engagement and increase click-through rates (CTR) and new-to-brand orders (NTB).
The newly introduced live images feature, currently in beta testing, adds motion to images, making them more dynamic and visually appealing. This tool aims to help brands efficiently produce high-quality creative content, which is especially crucial as the holiday season approaches. By facilitating easy updates for seasonal promotions, this feature empowers sellers to remain relevant and appealing in a competitive marketplace.
3. Premium Amazon supply on Amazon DSP display line items to expand your reach (October 7, 2024)
Starting from November 1, advertisers running new and existing display ad campaigns in Amazon DSP will benefit from additional Amazon first-party supply across Echo Show, Fire Tablet, Fire TV, IMDb, Twitch, and Whole Foods Market and Fresh digital displays.
How does this benefit me?
- Advertisers don’t have to manually select Amazon inventory sources for their display ad campaigns after this update.
- Enabling automatic inventory expansion removes the guesswork, simplifies campaign management, and frees up valuable time and resources, all while giving advertisers the opportunity to connect with a wider audience.
- It allows users to maintain control over ad placements and benefit from intelligent optimization strategies that can help them more effectively achieve campaign goals.
Who and where can this be used?
Amazon DSP, Self-service, managed service advertisers can benefit from this new update if they are accessing it from the following regions.
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom, Turkey, Netherlands, Sweden
- Middle East: Saudi Arabia, United Arab Emirates,
- Asia Pacific: Australia, India, Japan
Reward customers for engaging with your ads for US Sellers (October 10, 2024)
Self-service advertisers can set up and launch rewarded ads within the Amazon DSP. With just a few clicks, advertisers can give customers a reason to engage and reward them for their purchases with Amazon credits.
The template programmatically generates rewarded creatives and a rewarded landing page with offer details, making it fast and simple to get started.
With this new feature, advertisers can build rewarded ads in about the same time it takes to build standard display creative.
How does it benefit me?
Ads that are rewarded help advertisers drive more engagement with their campaigns by giving customers a reason to click and interact with the brand.
Adding a reward to their DSP display media allows advertisers to provide more value to customers for engaging with their ads and takes customers from discovery to action in a matter of seconds.
These metrics are currently available within the ADSP Campaign Builder dashboards but are not available via Public API, Amazon Marketing Cloud, Amazon Marketing Stream, or the ADSP Measurement & Reporting tab.
Amazon advertisers running new and existing online video ad campaigns in Amazon DSP will benefit from additional Amazon first-party supply across Echo Show, Fire TV, IMDb, and Twitch.
Advertisers who have selected any Amazon or third-party inventory source for their online video ad campaign will automatically have all eligible Amazon inventory sources included.
This auto-selection will happen in a phased manner and eligibility will be governed by ad policy and creative requirements specific to each inventory source.
Amazon is introducing a ‘code-free’ way to enhance campaign and cross-campaign ad frequency management (October 15, 2024)
This enhances campaign and cross-campaign ad frequency management.
Optimal frequency is available globally for all Amazon Marketing Cloud customers.
Designed with non-technical users in mind, this self-serve solution provides a point-and-click experience to empower advertisers to:
- Understand the optimal frequency that drives the best business outcomes for your campaigns.
- Create custom audience segments based on ad impression to reach audiences at the right frequency.
- Create and update frequency capping targeting across single or multiple campaigns within an Amazon DSP account.
What’s its importance?
- Code-free experience: End-to-end solution with no SQL requirement.
- Advanced filtering: Options to select one or many campaigns (ADSP or SA), and to choose conversion metrics including clicks, purchases, add to cart, branded search, AAT/ CAPI conversions etc.
- Visualized outputs: Automated charts and intuitive tabular outputs based on historical event-grain campaign signals.
- Optimal frequency recommendation: A range of values for a recommended daily frequency cap.
- Automated audience creation: Ability to create custom ad exposure based audiences or leverage pre-built under-served and oversaturated audiences to reach or exclude audiences via Amazon DSP
Make creative development a breeze with AI creative studio (October 15, 2024)
Amazon Ads launched AI creative studio which is a centralized experience that combines AI functionality with expert level controls and easy to follow prompts, enabling advertisers of all skill levels to develop professional-quality content.
While in the studio, you’ll be able to generate, refine, and publish images and videos back to your creative assets space in the Amazon Ads Console, all within one experience. And if you haven’t found your inspiration yet, that’s not a problem. Advertisers can explore the AI gallery, experiment with emerging AI video and image generation tools and co-create together with an AI creative agent to jump start their creative process.
Join Amazon’s waitlist for AI creative studio (beta) to access this feature for US sellers
For a detailed walkthrough of how it works, check out our Amazon AI Creative Studio guide, which covers practical tips to generate, refine, and publish world-class creatives directly within the Amazon Ads Console.
Creators of any skill level are able to expedite the creative development process by finding inspiration and being able to self-serve their own needs to generate, refine, and publish world-class content, all within one experience. This experience is also directly connected to your creative assets library within Amazon Ads Console, which means you can save thousands of iterations, and easily select the perfect one to create your next Amazon Ads campaign.
Increase engagement through audience bid boosting for Sponsored Products and Sponsored Brands (October 15, 2024)
Amazon Ads is launching audience bid boosting for Sponsored Products and Sponsored Brands, enabling advertisers to reach and engage audiences they define and create.
Key highlights-
- Advertisers can create custom audiences, such as shoppers who have not previously purchased their product and shoppers who were exposed to their streaming TV campaigns.
- Advertisers can adjust their bids for these audiences to help drive greater product discovery and sales.
- Audience bid boosting helps advertisers more efficiently engage with their key audiences.
- Sponsored ads advertisers with access to an active AMC account can use it.
Maximize your campaign impact with the new Amazon DSP experience (October 15, 2024)
Amazon has worked to streamline campaign management and provide advertisers with more efficient and intuitive tools.
This redesigned UI includes simplified workflows, real-time optimization tools, and curated performance insights, all of which help advertisers make faster, smarter decisions.
What makes it important?
- Faster campaign creation: With features like inherited settings and saved groups advertisers can reduce the complexity and time spent on campaign setup, allowing for quicker execution and more time for strategic planning.
- Better campaign optimization: New tools like frequency controls and troubleshooting options ensure that advertisers can adjust campaigns in real time, addressing issues efficiently and maximizing impact.
- Smarter insights: Insight cards, available across various pages like advertiser orders and line items, provide key metrics and tailored insights, enabling data-driven decisions that enhance campaign performance.
Understand the value of new-to-brand shoppers beyond immediate sales (October 15, 2024)
Amazon has brought along Long term sales (LTS) and long term sales ROAS (LTS ROAS) are ad-attributed measures that estimate the incremental sales value your brand can expect to generate over the next 12 months, based on how effectively your advertising campaigns are able to move new-to-brand shoppers further down your purchase funnel.
Until now, advertisers have had no way to quantify in real time the long-term impact of driving first-time retail actions, such as detail page views, on their brand. But not anymore.
Amazon Marketing Cloud (AMC) eligibility expanded to sponsored ads advertisers (October 15, 2024)
All Amazon DSP direct advertisers and all partners registered with Amazon Ads Partner Network serving clients with or without Amazon DSP usage, can register for AMC.
How does this benefit me?
This eligibility update makes the clean room solution accessible to advertisers who only use sponsored ads via their partners.
This allows advertisers of all spend and media preferences to take advantage of the power of clean room for custom insights and insights-based actions.
Interactive ads expand availability across streaming TV into Prime Video (October 15, 2024)
Interactivity is now available across prominent channels such as Prime Video and all first-party Fire TV and third-party living room devices, allowing customers to engage with your brand in more spaces than ever before.
Key benefits-
- Audiences are given the power to engage with brands by clicking a remote or scanning a QR code, whether in the moment or after the streaming session.
- By connecting Prime Video’s powerful reach with various interactive ad experiences, advertisers can connect with highly engaged audiences, regardless of where they are in their customer journey.
Check out the reference video here.
Create high-quality AI-generated videos in minutes (Coming Soon)
Amazon Ads has introduced a new AI-powered Video generator to help brands connect with their viewers through engaging videos.
Key highlights
- Video generator is a free tool for sellers and vendors who lack the time, resources, or expertise to create videos.
- In 5 minutes or less, they can create photorealistic video assets for Sponsored Brands campaigns.
Introducing new product campaigns from Amazon Ads, now generally available in the U.S. (October 15, 2024)
- Unlock a new full-funnel advertising solution available to access in the U.S. to help quickly introduce their latest product innovations to consumers.
- This managed service provides data-driven media plans, leveraging a curated set of 1P and 3P audio, video, device, and display inventory, paired with new creative visuals designed for product launch goals.
Create impactful interactive audio ads in just a few clicks with Audio Generator (October 15, 2024)
Amazon’s generative AI solution, Audio generator, eliminates creative barriers for advertisers, allowing brands of any size to unlock new audiences and opportunities effortlessly.
Amazon’s audio generator allows advertisers who sell on Amazon and buy through the Amazon DSP to develop engaging, interactive audio ad creatives in minutes, for free.
Discover how brands are using voice ads on Amazon to boost engagement and reach millions of shoppers through Echo devices and music streams.
Deliver more relevant ads everywhere, independent of ad ids, with Ad Relevance (October 15, 2024)
Ad Relevance ensures that advertisers can maintain meaningful connections with consumers throughout their day wherever they spend their time, whether ad IDs are present or not.
Our unique AI-powered and signal-driven approach, built on trust-based relationships with hundreds of millions of consumers and their interactions over the years, sets Amazon Ads apart in driving relevance.
These have provided deep insights that inform our models and help boost performance.
Consequences
Using Ad relevance can help extend addressability on up to 65% of previously anonymous supply, lower CPMs by up to 34%, and improve CPCs by 8.8% all with 100% budget delivery.
Understand the top combinations of ad touchpoints that drive conversions
This feature allows advertisers to view the most frequent and efficient customer paths involving multiple ad programs in Sponsored Ads and Amazon DSP
Why does this update matter?
- The reporting provides the actual ad events without interpretation, covering Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP.
- This gives advertisers better visibility into which ad formats drive their customers down the marketing funnel.
Build a holistic first-party data strategy with Ads data manager (October 15, 2024)
Ads data manager (ADM) is a new standalone offering that simplifies and streamlines the process of first-party data management across Amazon Ads ad tech.
ADM is a privacy-safe, easy-to-use interface that lets advertisers and their partners onboard their data once and securely reuse it across our ad products to measure conversions, engage relevant audiences, and optimize campaigns for sustainable business growth—all while retaining visibility and control of their data.
See all your first-party data in one interface, within the Amazon Ads Console.
Bring your first party data using our UI uploader, Amazon Ads APIs, or connect through one of our integrated partners like Customer Data Platforms.
Onboard your first party data once and securely reuse it across all of your advertiser accounts as well as for different use cases across all the advertiser first-party data enabled features within Amazon Ads.
Key Benefits-
- Simplified and intuitive CX for data management
- Interoperable experience across all Amazon Ad Tech products
- Fast-track onboarding via integrated partners
- Secured data environments
- Seamless hand-off between brands and agency partners
New Sponsored TV releases make it easier than ever to reach relevant audiences and measure performance (October 15, 2024)
Sponsored TV announces three new features to help any advertiser. They are as follows-
- Amazon Audiences (available in the US, CA, BR, UK, MX): Provides access to prebuilt audiences, including Lifestyle and Lifestage segments, using Amazon’s first-party shopping and streaming data.
- Cumulative and Household Reach Metrics (US): Allows advertisers to track and understand the audiences they are reaching with Sponsored TV campaigns, offering insights into campaign reach.
- Sponsored TV to Sponsored Display Remarketing Segments (US, CA, BR, UK, MX): Enables advertisers to re-engage customers across the purchase journey, linking Sponsored TV audiences to Sponsored Display ads for continued engagement.
Key Insights-
- New Ways to Reach Streamers: As more people shift from traditional TV to streaming, Sponsored TV lets advertisers reach these audiences based on Amazon’s shopping and streaming insights—no minimum spend required.
- Targeted Audience Segments: Amazon Audiences lets advertisers match brand language (like “Outdoor Enthusiasts” or “Eco-conscious Shoppers”) directly with audiences, making ads more relevant and effective.
- Improved Reach and Remarketing: Cumulative and Household Reach metrics show who’s viewing your ads. New remarketing options in Sponsored Display allow advertisers to reconnect with those viewers, keeping them engaged with the brand.
Amazon Marketing Cloud (AMC) Audiences can now be used in Sponsored Ads
Amazon has expanded use of Amazon Marketing Cloud (AMC) audiences to sponsored ads campaigns.
Advertisers that use AMC can now create audiences for their sponsored ads campaigns and leverage rule-based or lookalike audiences in Sponsored Display targeting or in Sponsored Products and Sponsored Brands bid boosts.
Key benefits-
- This new launch helps advertisers take action on these insights across Amazon Ads vs previously only in Amazon DSP.
- This helps advertisers build strategies that span Amazon Ads touch-points. With this launch, advertisers that use sponsored ads, can build audiences tailored to their brand and products.
Uncover ad value across the funnel with multi-touch attribution (Coming soon)
Multi-touch attribution is a new campaign measurement that divides credit for Amazon purchase conversions across Amazon Ads touchpoints in proportion to their value—that is, their likely contribution to shopping decisions.
Key factors benefitting the seller
- Holistic Ad Influence Insights: Multi-touch attribution provides a more complete picture by assigning credit across multiple ads that contribute to a sale, rather than just the last ad seen. This helps identify which ads were most influential in the purchase journey.
- Enhanced Ad Strategy Optimization: By analyzing multi-touch metrics, Amazon sellers can identify top-performing campaigns, creatives, and keywords that drive high-value purchases. This allows more intelligent ad budget adjustments to maximize sales.
- Comprehensive Metric Reporting: Multi-touch metrics are accessible alongside traditional last-touch metrics in Amazon’s Ad console, DSP campaign manager, and downloadable reports. This offers expanded insights for US advertisers across Sponsored Display, Sponsored Brands, and Sponsored TV.
Amazon DSP launches Performance+ tactics into beta
You must know that performance+ tactics allow advertisers to automatically create line items based on prospecting, remarketing, and retention tactics for both non-endemic and endemic campaigns.
Performance+ tactics are available for campaigns running on either Display, Online Video, Audio or Streaming TV with a conversion KPI of ROAS for endemic advertisers or CPA for non-endemic advertisers.
The ultimate goal setting would be to choose between raising awareness, consideration or conversions. This consists of exposing your brand to potential customers or driving them to your website or Amazon store or encouraging them to make purchases.
Furthermore, the KPI selection ranges from ROAS, T-ROAS, C-ROAS, CPA.
To generate a Performance+ campaign, product ASINs or off-Amazon conversion events must be added. At least one product ASIN must be designated as featured, and at least one off-Amazon conversion event must be designated as “optimized.”
After the order is saved, you will be prompted to create tactics if the conversion events meet privacy and safety requirements. You can select one or more eligible tactics to add to your order.
After selecting and creating the tactics, you will see the line items appear on the order-line item page and designated as such with a Performance+ tag.
You can create new tactics by clicking the ‘Create ’ button.
When viewing a line item, you will see the audience section pre-populated with the Performance+ tactic. You will not be able to edit the audience’s inclusion logic.
When viewing a line item, you will see the audience section pre-populated with the Performance+ tactic. You will not be able to edit the audience’s inclusion logic
With Performance+, you have control over key levers and access to transparent reporting, enabling you to monitor campaign performance and make data-driven decisions for optimal results.
Advanced Bidding Controls for Ads (October 24, 2024)
Enhance your ad targeting capabilities with advanced bidding control offered by Amazon.
Key offerings-
- Advertisers can now engage custom audience segments defined by themselves.
- Integration with AI tools like RUFUS and COSMO optimizes ad performance and budget efficiency.
- This update allows better campaign outcomes through strategic bidding based on specific audience behaviors.
Key Features:
- Long-Term Sales Impact Dashboard: Estimates potential sales over the next year, crediting customer engagements beyond immediate purchases.
- Multi-Touch Attribution divides credit for conversions across multiple Amazon Ads touchpoints, helping assess the effectiveness of all ad interactions.
- Audience Bid Boosting: Advertisers can create custom audiences and adjust bids for those groups in Sponsored Products and Sponsored Brands campaigns.
Amazon Introduces Bid Adjustments for B2B Buyers (October 27)
You can now increase bids up to 900% for business customers, offering significant revenue potential.
Key Factors:
- B2B buyers purchase substantially more units and have higher conversion rates compared to B2C buyers, making them a highly valuable audience.
- Sellers are encouraged to implement this strategy to unlock additional revenue opportunities within the B2B segment.
Finally,
Here, we come to an end to this article, which has given you a good understanding of all the new updates going on with Amazon ads. Consider partnering with Sequence Commerce for a streamlined procedure of tackling all of Amazon Ad’s complexities and minimizing your efforts!
Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.