News & Announcements

DSP + Search = Better Together (Amazon Advertising 101)

[Read Time: 7 Minutes]

In this industry, there’s a stat that floats around every year and eMarketer just gave us the updated number: 53% of US Adults go to Amazon when searching to make a digital purchase.

That’s 53% – more than double the amount of Google’s share (23%). Key takeaway, you probably should be using Amazon Search advertising more than traditional search if you’re selling products on Amazon.

So how do you stand out? We suggest that you combine your Search efforts with the demand generation and conversion tactics only available with Amazon DSP + Search Advertising.

Search Advertising Alone = 50 Points

Amazon Search advertising has been around officially, since January 2014. It was fun watching them take on Google back then. Today they’re no longer just a retailer; they’re the 3rd largest advertising platform that rivals Google and Facebook. 

Amazon has the best data for search because, as we mentioned before, 53% of shoppers go to Amazon to research products and 184MM monthly US visitors is too many to miss out on! 

Amazon also provides conversion metrics per keyword which helps determine the best keywords to choose for your advertising strategies.

Search Advertising is based on cost-per-click, where advertisers buy keywords that consumers type into the search bar (hence: Search). All of the advertisers bidding for that keyword are then put into an auction that lasts milliseconds.

Search Advertising is a much broader approach since Amazon doesn’t provide the same level of targeting refinements as DSP like age, zip code, mobile vs. desktop, etc., which is why it’s better to use DSP + Search to drive the shopper down the funnel.

Many advertisers focus their Amazon Search strategy centered around three key objectives: 

  1. Protecting their branded keywords,
  2. Conquesting their competitors’ keywords, and
  3. Targeting the undecided shopper who isn’t looking for specific brands keywords like “cold brew” vs. “wandering bear cold brew”.

DSP Alone = 50 Points

DSP, aka Demand-Side Platform, is the platform that allows advertisers to build and buy ad campaigns on and off Amazon. That’s right, you can buy ad space on Amazon-owned entities like IMDb and Fire TV as well as other top publishers outside of their owned-network.

What really differentiates DSP from Search is that it allows advertisers to run custom creative and Dynamic eCommerce Ads, along with Twitch ads, OLV ads, and OTT (over-the-top) ads on a much, more granular level. If Search is casting a wide net, DSP is like getting a new lure you just bought online, then choosing the best fishing spot in a lake where you know they’ve just restocked the fish.

DSP is based off of CPM (cost-per-thousand), rather than CPC (cost-per-click), so you pay for the ability to pick a specific target audience. You can target by age, gender, education level, the type of device they use, zip code…you name it…

When looking at CPM bid strategy, think of it as an apartment building that has many floors where each floor represents a different type of quality apartment. A high CPM bid strategy may get you a penthouse apartment like an online-video ad on a premium website like Forbes. A very low CPM bid strategy would get you an apartment in the basement on a tabloid website.

Take it from our Director of Sales Operations and Business Development in EMEA, Tyler Speer…

“If you as a brand want to get out of the CPC noise of 3P sellers and knockoffs on Amazon, go to display (DSP) to target a specific audience and help them understand the value that your product can bring.”

Tyler Speer, Director of Sales Operations and Business Development in EMEA

To give you an example, in the cold brew category the average CPC for the top of funnel search term “cold” has been upwards of $50 per click at times. The reason being, is that you have huge, well-established brands like Starbucks who are spending a lot of ad dollars from multiple funding sources within their massive company. Meanwhile, direct-to-consumer challenger brands like Wandering Bear can’t compete with Starbucks and their huge CPC bids.

What we’d recommend is to leverage a tactic called competitive ASIN remarketing where we can help our challenger brand target shoppers who looked at the Starbucks product that is heavily advertised and winning organic placement across many keywords, then target those shoppers who didn’t purchase.

With that strategy, we’re piggy-backing off of the large advertiser’s huge ad budget and being smart about talking to shoppers who weren’t buying their product (most likely due to reviews).

We then show them ads that have a call-to-action based on the negative reviews of the Starbucks product and in the ad creative we share how the challenger brand solves that problem.

We can even display those ads on search results pages in various different placements other than top-of-search. 

Depending on your goals, you may also want to serve DSP ads on Amazon’s site where we often see better click-through rates and sales. 

For example, this Wandering Bear ad could be served because a consumer was searching for the specific ASIN of a Starbucks French Dark Roast.

With granular DSP tactics like this, your advertising dollars can be extremely effective. Based on our experience, where DSP ads have really been shining is doing what’s called a PMP Deal where you identify specific, hyper-relevant sites off Amazon that you can serve ads to targets like coffee aficionados.

There’s some other tips and tricks to refine that strategy that we’ll share on the next DSP tactics blog post, keep an eye out for it coming soon.

So, what are the benefits of Search Advertising combined with this then?

Together, these two advertising tactics solve each other’s problems and their power is unstoppable! 

Start with Amazon’s excellent data, stored in their Data Management Platform (DMP…yes, it’s one letter off from DSP, we know). From there, you start at the top of the funnel going after potential customers who fit into your target audience.

DSP will help start this off with targeted ads on and off Amazon and a healthy mix of OTT ads to drive awareness with the binge-watchers out there. After seeing your product enough, they’ll jump onto Amazon to do their deep dive search to discover if they want to buy it.

This is where you hit them with a Search ad, putting your product at the top of the page, and therefore, top-of-mind in the customer’s mind. Search is basically meant to echo the message of the DSP campaign.

Flipping this equation on its head, you can start with the broad approach of using Search first. With this approach, you can target people shopping for items in your category on Amazon, then retarget them with ads that have conversion focused messaging and/or deal messaging.

Next thing they know, they’re being served ads outside of the platform for something they know they’re interested in, but haven’t completely finished the purchase cycle. Then just like that, BOOM!!, they’re back on Amazon and you’re in their shopping cart.

Amazon has even stated that Search and Display ads together increase demand for a brand’s products by over 100%, total sales by as much as 30%, and ROAS by as much as 160%.

If that doesn’t convince ya, I don’t know what will.

To Wrap Up

Search Advertising on Amazon is an excellent tool to use, but it’s limited targeting ability can only get you so far. That’s why we suggest you leverage Search and DSP Advertising to raise the level of your campaigns and reach your customers all throughout the funnel.

Not only will this game plan help you get much more granular with your approach, but you’ll also be able to achieve a better RoAS as well as employ strategic tactics like ASIN Remarketing.

If you want to learn more about how to leverage DSP + Search to #GrowTheDough for your products, please don’t hesitate to contact our Client Success team at: growthedough@channelbakers.com and bookmark our blog page for more real-time updates.

Hindsight is 2020 (Part 4): Ecommerce 2020 Recap

[Read Time: 7 Minutes]

2020 was a year unlike any other. Even baby boomers who were once afraid to put their credit card on the interwebs are shopping online coming out of 2020. Retail eCommerce sales grew 27.6% worldwide to the tune of $4.28 trillion in 2020, according to eMarketer.

But all this growth came alongside other significant changes in retail. Let’s break down some of the most impactful changes that this industry encountered in the year that had us all adapting, adjusting, and executing new strategies just to keep up.

Essential Items Became Every Item

In March, lockdown was initiated in the United States, which meant that businesses had to close their doors to all patrons. Foot traffic was traded for site visits and even suppliers were limited on their ability to produce.

Amazon proved they were no exception to this new normal when they announced on March 17th that they’d be limiting their shipping to essential items such as household necessities and medical supplies.

This was expected to last until April 5th, but the focus on essentials carried on for another 60-days in some categories. Eventually, Amazon started to allow brands and sellers to restock non-essential items again in late May and then the floodgates opened.

Rather than rushing to the store to stock up on toilet paper, consumers began buying literally everything they needed. Pet supplies and home and garden were the most purchased categories, holding down a 60% and 52% increase in online sales respectively. Fashion saw a 4% decline, which might be because no one really is wearing pants on their Zoom meetings.

Whether it was due to safety concerns or because we’re all working/shopping from home, the eCommerce industry saw an astronomical boom. Worldwide, eCommerce sales grew 27.6% in the year, for a total of $4.28 trillion. That’s with a T. But while eCommerce saw a huge boost, retail in general saw a decline of 3%. 

This could be the result of an increase in unemployment leading to less discretionary funds, or just a general sense of frugality during the pandemic.

Regionally, Latin America saw the largest growth in online sales of 36.7%, despite suffering worse-than-average declines in overall retail sales of -3.4%. 

Europe was around the middle of the pack on eCommerce growth at 27.7% average, but dropped further than most with a -5.6% retail loss. 

North America saw the second biggest increase with a 31.8% boost in eCommerce and was the only region to post a positive lift in total retail of 0.7%. 

This massive rise is considered to have accelerated the shift to eCommerce by 5 years! Events like Prime Day had a considerable boost, seeing $10.4 billion worth of goods sell on Prime Day, up 45.2% from $7.16 billion in 2019.

Plus, third-party sellers saw huge success on Prime Day with 60% growth YOY, generating $3.5B worldwide. Amazon even claimed that Prime Day was the “two biggest days ever for small and medium businesses in Amazon’s stores.”

So, with all of this increased engagement online, how did brick-and-mortars respond?

The Newest Retail Craze: Click-and-Collect

Click-and-Collect has been around for some time now. In fact, Target has been offering in-store pickup since 2013 and curbside joined their retail roster in 2017. However, the pandemic has brought this offering front-and-center. 

But they’re not the only ones adopting this practice. Walmart, Kroger, Albertsons, and others have jumped on the drive-up bandwagon. Affectionately named BOPIS (or Buy Online Pickup In-Store), this new form of commerce became a saving grace for struggling brick-and-mortar stores in 2020.

This led to an overall surge of 208% for curbside pickup in April compared with a year ago, according to Adobe Analytics.

Of course, delivery has seen its fair share of the pie too. Instacart grew its customer base 10x in just a few weeks. However, delivery apps have charges of their own, which eat into that profit retailers need to survive.

Click-and-Collect really ramped up this past year, but with about 68% of shoppers saying they’ll keep using it after the pandemic, we’re betting it’s here to stay. Inventions are usually made to ease the life of its user and this invention just took one (or maybe a few) steps out of the grocery shopping experience.

Whether it’s happening all online or online first, then in-store, what are the consequences of these new movements in shopping? Logistically speaking, logistics are being buried.

The Era of Returns

We’ve all done it. You buy a shirt online in two sizes and return the size that doesn’t fit perfectly or you order something on Black Friday and realize later that it’s a waste of space so you send it back.

Well imagine those instances multiplied by a billion. That’s right, billions of dollars of products are being returned via online shopping. It’s expected that $70.5 billion in returns will be processed from the holiday season alone.

Return rates typically hover around 25%-30%, but with eCommerce taking over the world’s shopping carts, returns have risen 70% year over year from 2019 to 2020, which puts return rates to almost 50% of products bought at retail or online being returned.

There could be many reasons for this rise, but shopping online seems to be the main culprit. People can’t see and feel exactly what they’re buying, so they get disappointed when it arrives and decide to return. 

Also, it’s just easier to return something when you don’t have to face a real human being. 

However, many stores count on you returning on location so that they can get another opportunity to make money off of you. Kohl’s does a great job of this by offering to return Amazon purchases for you, and they conveniently place the Amazon returns stand in an obscure location that takes you right past their shiniest jewelry.

There’s even a term for the act of buying clothes online in multiple sizes and colors and returning which ones you don’t like. It’s called bracketing and I’ve definitely done it a few times because, what’s the harm?

Well, the harm is that we could be truly damaging our environment. eCommerce returns generated 5 billion tons of waste from shipping, not to mention all of the carbon dioxide from unnecessary trips back to the warehouse. 

And with Amazon’s returns topping $428 billion, this can put a dent in their Climate Pledge initiative. Reverse logistics are the name of the game and if anyone can figure out how to optimize them, it’s Amazon.

For now, companies like Amazon and Walmart have begun using AI to determine if a return is even worth it. Each item can cost $10-$20 to return, so if they can’t resell a product or it’s cheaper than the cost of shipping, these etailers have started to just forgo the return and pay people back.

This recently happened to me when I tried to return a pair of chairs to Wayfair that were damaged in transit. I clicked return, my money was sent back, and a notice popped up saying, “You don’t need to return the item.” and the same thing recently happened with Amazon as well. 

Will refunds without a physical return be the norm? To what degree will the online furniture business be challenged by unscrupulous people who just want free furniture? That’s one of those “Things that make you go hmmmmm!”

Just like everything else during this pandemic, companies are finding ways to adapt and overcome. It’s a step in the right direction, but over-returning is something we also see sticking around now that people have found the convenience in it.

To Wrap Up

This past year was nothing short of historic, especially for eCommerce. Accelerating the shift to eCommerce by 5 years is the outcome of a world that spends all day inside and online. 

2020 had every business scrambling to find ways to appease their digital consumers, while some were further ahead than others. Click-and-collect (or BOPIS) became the norm for big box brands and mom and pops alike. Returns flooded into warehouses all over the world and we discovered that living remote is possible if we really put our minds to it. 

We’re excited to see what this massive amount of growth will bring eCommerce going forward.

If you want to learn more about how to navigate these changes in the eCommerce world and #GrowTheDough for your products, please don’t hesitate to contact our Client Success team at growthedough@channelbakers.com and bookmark our blog page for more real-time updates.

Hindsight is 2020 (Part 3): Shopper Behavior 2020 Recap

[Read Time: 7 Minutes]

2020 changed so many things about our lives: the way we communicate, the way we work, and also, the way we shop. Our research shows that 70% of participants stated they’ve increased their online shopping up to 40% during the pandemic.

But like the many historic events of 2020, going online wasn’t the only disruption to our collective shopper behavior. Here are some of the most impactful changes that consumers made when looking to spend money last year.

Bulk Buying for Your Bottom

Ahh the neverending jokes about toilet paper that will come out of this pandemic. It goes to show that even though people were literally stocking their bunkers, our society can still find time for a nice poop joke. 

People weren’t just stockpiling on TP though. They were bulk buying sanitizing supplies like hand sanitizer, masks, disinfecting wipes, and isopropyl alcohol. The Cask+Mate mask even came in as the #2 most purchased item on Prime Day, just behind the Airpods Pro.

Statista ran a study to see what shopper behaviors increased and found that an overwhelming 44% of grocery shoppers stocked up on household essentials. This was evident whenever you went into the bread aisle and saw a lone loaf of Ezekiel bread and a tumbleweed roll by.

Shoppers also took the opportunity at home to start cooking healthy. Vegetables consistently hit double-digit sales growth from March to September. Immunity boosters also saw huge numbers like Oranges gaining a 56.4% YOY dollar growth while products like watercress, ginger, and lemons had their day in the sun too.

Curiously enough, big ticket items weren’t necessarily put on pause. From a survey of 1000 respondents, we found that 49% still made big purchases on items like a TV, PS5, or even a refrigerator. And even more shocking, 71% said they went for the premium brand rather than the value brand.

However, all these purchases weren’t enough to consistently stimulate brick-and-mortar foot traffic. This could be because customers simply were buying bulk instead of their weekly grocery shopping trips, but we think it’s because of another trend that took place.

The Age of eCommerce

The shift to online shopping in 2020 was expected to have advanced 5 years past its projections! And this influx of digitally savvy shoppers didn’t just come from the TikTok generation. 

From February to March, the number of baby boomers shopping online went from 8% to 23% and then up to 45% in June, according to the National Retail Federation (NRF). And that number is expected to hit 62.1% when all the data is wrapped up for the year.

This is most likely due to the fact that the coronavirus is most deadly to the elderly, causing them to stay indoors and connect to the outside world via their phones and computers. For them, shopping in a store has the potential to be fatal, but clicking a button? That’s easy enough to do from the comfort of a La-Z Boy.

This demographic is also a large contributor to the 60% of people who tried a new form of shopping in the past year. Whether it be a delivery service like Instacart or the new(-ish) trend of Buy Online Pickup In-Store (aka BOPIS, or Click-and-Collect), there might be quite a few baby boomers that aren’t afraid to put their credit card on the interwebs anymore.

We also wanted to find out if people were mainly shopping on mobile or desktop for their online shopping needs and we found that 56% were joining in the mCommerce (mobile commerce) movement, which was more than expected.

But where are they shopping exactly? We asked 1000 people which of the following retail eCommerce sites is where they do most of their online shopping. Here are the results.

Amazon still came out on top, as expected, with 15% of people doing 90%-100% of their online shopping there. It’s also worth noting that 63% of the 1,000 people we surveyed stated that they do more than half of their online shopping on Amazon.

Walmart.com came in second with only 2%, followed by Target and Costco with 1% each. Amazon also over-indexed in all other categories.

This could be a large reason why 53% of product searches online are started on Amazon.com. But what else is driving people to add items to their virtual shopping carts?

The Social Revolution

Twitch has seen an especially strong boost during the pandemic with growth of 26.2% in 2020 to 41.5 million users. 

Partnering with its parent company via Amazon Prime Video, Twitch also launched Watch Parties as well. Streamers could watch TV shows and movies with their followers for an interactive experience. This brought advertisers flocking to the streaming site to push shoppers back to their products.

It also helped brands connect to their audience when musical artists put on full concerts via Twitch, which brought the number of hours spent streaming music and performing arts content on Twitch to 17.6 million, up 387% YoY.

With TikTok joining the 1 billion users club, it’s officially primed to become a money-making machine for retailers and brands alike.

Facebook and Instagram have already incorporated shops into their platforms and now the dance challenge, recipe hacking, sea shanty vessel platform, TikTok has added Shopify to their partner list, enabling them to sell directly on-app to all TikTokers.

eMarketer found that 167.8 million people will have used their mobile device to make an online purchase and we can’t help but think that some of them aren’t even leaving their favorite social media app to do so. 

This is especially valid during the pandemic, where online shoppers who’ve used social media to shop rose from 27% to 35% and that it just continues to grow.

Plus, influencers are called that for a reason: because they influence their followers by promoting brands that they’re demographic aligns with. It’s a tried-and-true method that agencies like ours are excited to offer.

And yes, we are an eCommerce and Advertising agency first, but have you seen the rise of influencer marketing on Amazon? The past Prime Day was a great example of leveraging influencers to reach their audience with deals and now they can even sell on Amazon Live, akin to a QVC for a younger generation.

This trend of social selling isn’t going anywhere and we’re quickly adapting and building to meet the demand for our clients.

Something you might have missed is Twitch

It’s rumored that Amazon is going to spend millions in advertising to heavily promote their Twitch streaming platform as the new norm for all things Live streaming. From virtual concerts (even virtual rave-a-thons), to Live fitness classes, cooking shows, and more. 

What this means for brands, is that Twitch is going to be a whole new way to engage people in real-time through Twitch online video ads that play just before a streamer goes live, and that’s just one ad product for brands to leverage.

To Wrap Up

2020 changed the way we look at many things, especially the grocery store. The pandemic was a catalyst for digital shopping experiences for everyone, including baby boomers, and we’ve all transitioned to making eCommerce the new normal.

It started out with bulk buying medical supplies and household goods, but now shoppers are focusing on healthy foods and sustainable products. 

Another shopper behavior trend we see gaining steam is the increase of social media commerce. Influencers are promoting products, and followers are buying, which is just the start of the next shopping revolution.

We’re keeping our finger on the pulse of 2021 to see how these trends will continue because they’ve already gained too much momentum to slow down now.

If you want to learn more about how to leverage shopper behavior to #GrowTheDough for your products, please don’t hesitate to contact our team at: growthedough@channelbakers.com and bookmark our blog page for more real-time updates.

Hindsight is 2020 (Part 2): Amazon.com, Inc. 2020 Recap

[Read Time: 3 Minutes]

Now that the dust has (hopefully) settled from 2020, let’s take a look back at it with fresh eyes. With everyone shuttered inside, people were turning to online shopping, which presented Amazon with the unique opportunity of gaining steam in becoming the de facto retailer for much of the world’s needs.

From only selling essential items in the first half of the year to gaining a 31% increase YOY in revenue ($347.946B), Amazon came out on top during the pandemic. But this success didn’t just come about through luck; they were constantly adapting and innovating to capitalize on the increased demand for online shopping.

Here are some of the noteworthy changes that happened with Amazon in 2020 that will affect its business moving forward.

Amazon Global

Not one who will be considered behind (even though Elon just topped the richest man chart), Jeff Bezos always has his eyes set on the future for Amazon. He made major acquisitions and threw the world some real curveballs throughout the year.

Here are a few of Amazon’s most groundbreaking moves from 2020:

1. At the end of March, in order to shift logistics to support flattening the curve of the pandemic spread, Amazon limited shipping to “essential items” through most of Q2 2020

2. Amazon increased their physical footprint around the world to over 365MM square feet

3. Amazon hired 175k employees to keep up with the pandemic (100k jobs filled in 30 days)

4. Amazon pushed Prime Day back to October 13th-14th, kicking off the holiday season and generating $10.4 billion in worldwide sales for Amazon, up 45.2% from last year’s event

5. Amazon invested $2B in Climate Pledge, aiding their goal of getting the company to “net zero” carbon emissions by 2040

6. Amazon announced that it now has 150MM Prime Members worldwide with 126MM in the US

7. Amazon bought the self-driving car company Zoox for $1.2B

8. Amazon entered the pharmaceutical industry with Amazon Pharmacy enabling the tech giant to fulfill prescriptions and ship medications two years after their PillPack acquisition for $753MM

9. Amazon Amazon bought Wondery, a podcast production studio, to increase their streaming reach

10. Amazon bought a stake in UK digital supply chain startup Beacon to improve international trade logistics

11. Amazon started offering free VAT registration to automate VAT across the EU

12. Whole Foods announced one-hour grocery pickup at all stores

13. Amazon opened its first Amazon Fresh store in Woodland Hills, followed by 2 more across California

14. Amazon’s hardware sales event in September announced the new gaming platform called Luna, a Ring home drone security cam, an updated Echo line, and more

15. Amazon sellers in the US are now required to list their names and addresses, which aims to cut down on bad actors

16. Amazon launched a program to pay consumers for their data on non-Amazon purchases

17. Amazon had a successful fashion summer sale in June to jumpstart sales after the “essential items” focus

18. Amazon launched “Made for You” T-shirts that use a virtual body double from the user’s photos to create custom, build-to-size clothing, foreshadowing a try-before-you-buy AI tool that is in development

To Wrap Up

This past year was one that required resilience, adaptability, and quick-thinking. Amazon was able to pivot and change their entire year’s projected plans to accommodate a world in quarantine.

From hiring 175k essential workers to creating a pharmacy arm that fulfills prescriptions, Amazon took 2020 in stride and kept us all just two days away from whatever we needed to get through another day. 

We’re always looking to add value to everyone we meet, so whether you’re a company looking for the biggest updates, an avid student of the industry, or a brand looking for opportunities to maximize your sales, spend efficiency, or overall Amazon knowledge, we hope this recap brought you some insight and inspiration for the year ahead.

If you want to learn more about how these Amazon innovations can be leveraged to #GrowTheDough for your products, please don’t hesitate to contact our team at: growthedough@channelbakers.com and bookmark our blog page for more real-time updates.

Hindsight is 2020 (Part 1): Amazon Advertising 2020 Recap

[Read Time: 4 Minutes]

2020 was the year of digital advertising. But among all the shifts in advertising this year, Retail became the largest digital ad spending vertical.

From a brand perspective, we’ve seen Amazon expand a number of ways that allow us to reach shoppers on and off Amazon throughout 2020. There have been multiple updates per month across Sponsored Ads and the DSP console.

And even though there are way too many updates to mention, here are some of the most noteworthy changes that can make a positive impact on your business moving forward.

International Advertising Moves

Many brands have long been wanting to expand their advertising to the other regions around the world that their brand sells in. 

At the same time, Amazon was also focused on expanding their advertising capabilities around the world in order to help brands reach more international audiences. From translation options to FireTV in new regions, here are some of the global updates they initiated in 2020.

  1. Sponsored Brands gained a translation option for campaigns
  2. Amazon Advertising launched in Brazil and the Netherlands, including Sponsored Display
  3. Sponsored Ads and Stores launched in the United Arab Emirates (UAE)
  4. Sponsored Products, Sponsored Brands, and Stores launched in the Kingdom of Saudi Arabia
  5. Amazon Attribution (beta) launched in Canada and Europe for better reporting and data analytics from social ads
  6. Sponsored Products product targeting launched in Canada and Australia
  7. Fire TV now offers two new ad products in Canada: Home Inline Banner and Sponsored Tiles

Amazon Advertising Platforms

The world of advertising was shaken up this past year, but that just meant it had to adapt. Digital advertising is the medium that saw the largest impact and innovation during the pandemic. Here are some of the biggest changes that Amazon made to its digital advertising platforms.

  1. Sponsored Brands Video became available in the US, helping your ads stand out on mobile and desktop (which has quickly proven to be the #1 placement for best click through rate performance)

2. With ⅔ of Brand Store visits coming through a mobile device, Amazon built a Custom Mobile Layout option to edit stores specifically for mobile

3. Ad groups are available for vendors now to organize and manage Sponsored Products ads within a campaign (used to just be for sellers)

4. Sponsored Brands ads will now feature deal messaging and badges, without having to create deal-specific headlines or campaigns

5. Sponsored Brands creative like image, logo, and headlines finally became editable after a campaign is live (thanks Amazon this was a big one!)

6. Sponsored Brands has doubled the image size on mobile 

7. Brand Stores now allows for tall images as an option, which can bring about a 13% increase in click-through rate (CTR)

8. Amazon Advertisers can now reach up to 50M monthly active users on Fire TV

9. Amazon provided a video builder for brands to streamline video ad creation with minimal inputs

10. Sponsored Brands ads are now available on Detail Pages

11. Amazon released “Store Versions” so you can create seasonal offerings and switch them back to the default store once the deal is over

12. With Amazon DSP, you can now build audiences based on content streamed on Prime Video

13. The Amazon Attribution Beta now made Bulk operations available for Google and Facebook ads to edit campaigns faster

14. Contextual targeting is now improved with Amazon DSP as Amazon worked closer with 3rd party data sources like Oracle Data Cloud

Something HUGE to pay attention to in 2021

Apple has announced that they plan to kill the IDFA (Identifier for Advertisers) through an iOS14 update. What this means to you as a brand is going to vary, but it will be centered around the ability to keep your advertising relevant to the audience you are aiming to reach. 

This post on Facebook Advertising’s website has a lot more to say about the impact iOS14 can have on your advertising. You can expect that we’ll be talking a lot about this very hot topic in 2021!

To Wrap Up

Whether you’re an advertiser looking for the biggest updates, the best practices, or just looking for opportunities to maximize your spend efficiency, we hope this recap brought you some insight and inspiration for the year ahead.

If you want to learn more about how these Amazon innovations can be leveraged to #GrowTheDough for your products, please don’t hesitate to contact our team at: growthedough@channelbakers.com and bookmark our blog page for more real-time updates.