Upgrading the gameplay? Amazon has released three new advertising features in a row!

Amazon Customer Journey Analytics is a new feature that helps Amazon sellers analyze key data about buyers’ behavior at each stage of the shopping process.

That is, from the initial discovery of the product by the buyer (possibly through the search results page, advertising display, or related recommendations, etc.), to further viewing the product details page, adding the product to the shopping cart, and finally completing the purchase.

For example, sellers can use this feature to know how many buyers discovered the product through specific keyword searches and how long they stayed on the product details page. This helps sellers evaluate the attractiveness of product titles and details page content.

Amazon also officially shared a chart showing customer journey analysis. The chart below is an example of the data source, and is not the data that is ultimately shown to sellers.

It mainly provides a centralized view of customer behavior indicators, including page views, shopping cart additions, review engagement, search and browsing behavior, and purchase conversions.

The key data points at different stages are analyzed as follows:

With this data tool, sellers can adjust product images, titles, descriptions and other content to better match buyers' expectations and shopping habits; by understanding buyers' shopping journeys, sellers can also develop more precise marketing campaigns.

DSP (Demand-Side Platform) advertising is proactive display advertising. It uses Amazon's real consumer data and big data analysis to provide sellers with the opportunity to proactively reach their target consumer groups. In simple terms, it proactively and accurately displays brands to consumers.

The newly added feature - "AMC Custom Audience" allows DSP advertising data to be applied within the site.

AMC stands for Amazon Marketing Cloud. With the help of AMC, advertisers can easily obtain customer behavioral event data on Amazon, perform model analysis and generate aggregate reports.

The new feature shows advertisers more customer shopping behaviors, including browsing, clicking, adding to cart, adding to wishlist, and shopping paths. This allows sellers to have a more comprehensive understanding of customer shopping information, thereby achieving more accurate advertising. Not only that, sellers can also use this to reduce CPC costs on the site and increase conversion rates.

Note: The AMC function is still in official internal testing . You need to activate Amazon DSP advertising and meet certain conditions before you can open AMC. Interested sellers can contact the investment manager for consultation.

Advertisers can now optimize campaigns with more granular targeting options, including specific in-stream placements for video ads and out-of-stream placements for online videos.

The new features allow advertisers to precisely target ads based on video length, display and video ad placement, and native content placement. For example, pre-roll ads in popular streaming shows can effectively increase the exposure of new product launches.

Enhanced targeting for display and native ads (new delivery options)

• Fold Targeting : You can choose where on the page your ads appear, ensuring they appear above or below the fold to optimize visibility and engagement.
• Native content delivery : You can choose specific Amazon ad placements, such as in-feed, in-article, or in recommendation widgets, for seamless integration of ads.

After the upgrade, in addition to paying attention to traditional indicators such as click-through rate and conversion rate, advertisers can also use new frequency control and reporting functions to understand data such as the frequency of ad exposure and multi-channel coverage. For example, they can manage ad exposure across multiple channels, multiple advertising campaigns and devices to avoid duplicate exposure, promote incremental coverage, and make the evaluation more comprehensive.

Advertisers can also more intuitively evaluate the impact of different positioning methods on advertising effectiveness, find the most effective positioning strategy, and improve return on investment.