As a global e-commerce giant, Amazon is always "making trouble" in terms of functional adjustments and policy updates, which makes sellers exclaim "it's so good" but also occasionally makes people sigh "it's such a scam."

Recently, Amazon launched a series of new advertising features, covering data analysis and advertising optimization.

If you play well, these new tools will definitely help you to make huge sales!

Today, let’s take a closer look and see how much these new features can add to your operations! 👇

Two powerful tools for advertising data analysis

1. Conversion Path Report

What is a Conversion Path report?

This is a data analysis tool launched by Amazon, which focuses on studying the entire process from consumers being exposed to advertisements to finally placing an order.

It will track data of various advertising formats such as SP, SB, SD, STV and DSP, helping you clearly understand the performance and effectiveness of your advertising combination!

Key highlights:

Path performance analysis: helps you find the advertising combination that is most likely to bring in orders.

Buyer behavior tracking: Accurately identify efficient paths by tracing the buyer’s advertising touchpoints over the past 30 days.

Multi-dimensional indicators: including ROAS, ACOS%, conversion rate, interaction frequency, etc., to fully optimize advertising strategies.

Operation path:

Backstage > Data > Create Report > Report Category: All Amazon Advertising Activities > Report Type: Conversion Path

Tip: With this report, you can optimize your advertising portfolio, reduce budget waste, and spend your money wisely!

2. Customer Journey Analysis

What is the use of this function?

Customer journey analytics provides a panoramic view of buyers’ paths to purchase.

From product discovery to browsing detail pages, adding to cart, and then to placing an order, every link is supported by detailed data!

Key indicators:

Traffic source: where buyers discover your product (search, recommendation, advertisement, etc.).

Dwell time: How long buyers spend on the detail page, and how attractive it is can be seen at a glance.

Add-to-cart rate & conversion rate: digitally measure product attractiveness and sales promotion effect.

Page scroll depth: Understand what content buyers are interested in and adjust the page layout to be more efficient.

Using this data, you can optimize product titles, detail page content, and keyword layout to better increase the add-to-cart rate and final transaction rate.

1. AMC crowd function is launched

The gameplay of DSP advertising has been upgraded again, this time with the addition of the AMC custom audience function, allowing sellers to reach consumers more accurately.

With Amazon Marketing Cloud (AMC), you can deeply analyze consumer behavior data, such as browsing, clicking, and adding to cart, generate personalized reports, and help optimize your delivery strategy.

Why is it important?

Precise reach: Use data to find the most valuable consumers.

Reduce costs: Achieve higher conversion rates with lower CPC costs.

Note: AMC is still in the beta stage. Interested sellers can contact the investment manager to apply for activation.

2. AMC crowd function is launched

Delivery option optimization

Amazon has added more sophisticated targeting capabilities to DSP advertising, such as the ability to choose where to insert video ads and customize the display area of ​​ads within the fold.

New features:

Above-the-fold targeting: Ads are displayed in a more prominent position on the page, increasing click-through rates.

Multi-channel frequency control: reduce duplicate exposure and optimize advertising budget allocation.

To sum it up in one sentence: precise delivery and more efficient reaching of consumers.

What do these new features mean?

Delivery upgrade: DSP advertising provides refined positioning to help brands reach more high-quality users.

Strategy adjustment: Sellers can adjust advertising strategies in a timely manner based on data to avoid pitfalls and increase sales!

These new features are not only a blessing for Amazon sellers, but also a powerful tool for improving operational efficiency and increasing advertising ROI. What are you waiting for? Try them now!

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