Amazon is testing a new advertising method! These big brands have already started using it

Just last week, my little clone told you that the backend advertising bidding has ushered in new changes. My brother-in-law has released the dynamic bidding function, allowing sellers who have mines at home to truly usher in an era of spending money on advertising.

Amazon’s new advertising policy is coming!

My brother-in-law wants to harvest

You can click the link above to review the content of the previous issue. In addition to updating the existing advertising bidding strategies, Amazon is also quietly developing new advertising formats. Today we will take a look at this little-known experimental advertising feature.

Do you remember that Amazon once tried to advertise on the packaging of FBA products? Before the release of the popular animated film "Despicable Me", Amazon and Universal Pictures reached a promotion agreement to ship all FBA products of suitable sizes in customized packaging with the popular character Minions.

People posted photos of themselves and the Minions boxes on social media, successfully bringing a wave of sales to Amazon.

The advertising format that Amazon is quietly trying out now is also a new way to play tricks on FBA products.

Consumers have the habit of trying samples before purchasing full-size products such as food, cosmetics and skin care products, and big brands in these categories also have the need to distribute large quantities of trial packs. This time, Amazon has found such a group of merchants.

Amazon will use its own big data algorithms and artificial intelligence analysis to locate potential customers for these brands and distribute trial packages to these consumers in a targeted manner.

For example, when a customer has recently searched for or viewed this type of product, or similar products, the algorithm will mark these consumers and send them samples of products that they may buy for trial at the appropriate time (such as when the consumer purchases other FBA products).

The cost of doing this is actually very low for Amazon. The warehousing and logistics of FBA itself are already mature systems (and the trial samples themselves do not take up too much inventory and logistics costs).

Combined with the existing big data algorithms, Amazon will not incur much additional costs in doing this, but will be able to charge advertising fees to brands that place advertisements and significantly increase the attractiveness of Prime membership.

Consumers who would not otherwise purchase Prime membership will be happy to pay for the opportunity to receive cosmetic samples or food tastings from time to time.

Although Google and Facebook also have similar services, Amazon's service has an inherent overwhelming advantage over social search platforms that do not have distribution and warehousing systems. It is precisely because of this advantage that Amazon's share of the US online advertising market is gradually increasing, snatching a piece of meat from the mouths of Google and Facebook, which have already completed a duopoly in this market.

Many big cosmetics brands have already started to try this function, such as Maybelline, which everyone has heard of. Although ordinary sellers like us cannot use this function for the time being, this form of advertising based on sending samples based on big data has a considerable conversion rate for potential consumers, and it is likely to become the next traffic explosion point for sellers in the revenue category.

However, if this feature is tried out on a large scale, it will deal a fatal blow to non-FBA sellers (after all, it is so tempting to give away random samples).

Of course, from this mechanism, even Seller Prime Delivery (SFP) cannot escape the scope of the crackdown. Sellers who mainly do self-delivery and SFP need to pay close attention to this news and respond in time. You can add my WeChat to chat with me privately. If there is any new information later, I will remind you as soon as possible~

Sellers who want to join our seller community and communicate with big sellers can also private message me and let me add you to the group

Source: Cross-border Business School

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