Amazon Advertising: news and new features 2022

Amazon Advertising

The tools that Amazon makes available to sellers are constantly evolving, all with the goal of helping sellers reach their target audience more effectively to maximize their sales. Being up to date with the tools that Amazon makes available to us to sell on Amazon, such as Amazon advertising, is decisive for achieving good performance from our campaigns and improving our results.

Therefore, below we are going to explain what all the changes and new features that Amazon has implemented this first quarter of 2022 have been.

Sponsored Products, Brands and Stores

Opening of Amazon Ads in Türkiye

Finally, Amazon has launched sponsored ads in Turkey, one of the most recent new markets. With this, both sellers and suppliers will be able to sponsor their product listings and greatly increase their sales.

In the same way, Amazon enables the use and creation of Stores in this market. Stores are a great tool only suitable for registered trademarks. In them, you can have your own «virtual store» within Amazon.

Amazon Stores

You can share your story as a brand, work on branding, connect in a much more special way with your customers or simply present your entire catalogue. From Década Studio we recommend you get the most out of your Store to increase sales and retain your customers.

Where is this feature available?

Europe: Türkiye

Who can use it?

Suppliers
Sellers

Where can I access it?

advertising console
Amazon Ad APIs

Sponsored Display

Extending vCPM-based bid recommendations

Amazon has implemented suggested bids functionality for vCPM-based Sponsored Display campaigns, or campaigns based on bids per 1,000 viewable impressions. These recommendations will be available for view remarketing and product targeting, and will be based on machine learning. That is, Amazon makes the bid suggestion based on the history of similar bids.

Pujas sugeridas en Amazon Advertising

With this, Amazon has just implemented this functionality in the two models available in Sponsored Display: CPC (Cost Per Click) and vCPM.

Where is this feature available?

North America: United States and Canada
Europe: Germany, Spain, France, Italy and the United Kingdom
Middle East: United Arab Emirates
Asia Pacific: Japan

Who can use it?

Suppliers
registered sellers

How do I access it?

advertising console
Amazon Ad APIs

Budget rules

Budget rules for Sponsored Display have just been rolled out worldwide. Now you can “automate” your budget with this functionality, since you will be able to decide under what circumstances your budget can be increased. The following two types of rules are activated:

Schedule-based: Plan your budget based on seasonality or key dates, such as Black Friday, Prime Day, or Spring Sale. You will be able to establish a range of dates in which your budget will increase the % that you configure.
Performance-based: You can decide to increase the budget available for your campaigns based on how they are performing. Set a performance threshold for your key metrics, such as ACoS, CTR, or conversion rate itself.

The budget rules allow us to anticipate those dates or situations in which we would decide to increase the investment.

Where is this feature available?

North America: Canada, United States and Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, the Netherlands and the United Kingdom
Middle East: United Arab Emirates
Asia Pacific: Australia, India and Japan

Who can use it?

Suppliers
Sellers

Where can I access it?

advertising console

CPC campaign portfolios

Amazon allows advertisers to include Sponsored Display campaigns in general account portfolios, alongside Sponsored Products and Brands campaigns. This functionality is very useful to control the budget to invest in Amazon Ads during an X period or simply to group the campaigns into portfolios to see the performance.

According to Amazon, for a Sponsored Display campaign to work properly, it recommends setting a daily budget of €100. Depends on your ability to invest, a portfolio is key to ensuring budget limits are respected.

Where is this feature available?

North America: United States, Canada and Mexico
Europe: Spain, Italy, France, Germany, United Kingdom and the Netherlands
Middle East: United Arab Emirates
Asia-Pacific: India, Japan and Australia

Who can use it?

Suppliers
registered sellers

How do I access it?

advertising console
Amazon Advertising APIs

API

Budget usage percentage

Budget usage percentage is available to all tools outside of Amazon or using the Amazon Ads API. Identify how the budget is being distributed and make the right decisions to squeeze your sales.

Where is this feature available?

North America: Canada, United States and Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, the Netherlands, the United Kingdom, Sweden and Poland
Middle East: Saudi Arabia and United Arab Emirates
Asia Pacific: Australia, India and Japan

Who can use it?

Suppliers
Sellers

How do I access it?

Amazon Ad Console
Amazon Ad APIs

Amazon DSP

Opening of Amazon DSP in Türkiye

As if the opening of Amazon Ads in this market was not important enough, Amazon has decided to launch Amazon DSP in parallel.

Amazon DSP is the advertising solution that Amazon offers to advertise your products or services on sites and applications owned or not owned by Amazon. We could summarize it as the direct competition of Google Ads in terms of display and video advertising formats.

The main difference between Amazon Ads and Amazon DSP is that with Amazon DSP you don’t need to have your products listed on Amazon marketplaces to advertise them. DSP advertising within Amazon is permitted only for those categories or services that are not offered on Amazon. For example, if you sell car insurance, you could perfectly use the Amazon DSP to run display ads in vehicle categories.

Where is this feature available?

Europe: Türkiye

Who can use it?

self service

Where can you access it?

Amazon DSP

General

Manage third-party applications

As a novelty, Amazon now offers us a page for third-party applications, where we can see more visually and quickly which applications have access to our advertising account.

It’s a very common practice to link third-party software to Amazon with ad accounts, as solutions offered by third-party companies or agencies are often much more comprehensive. The Amazon console is functional, but not very visual. You have to dig quite a bit to get all the relevant metrics and data for further analysis.

Through this page, you can always be in control of which apps are linked to your Amazon Ads account. You can check  how to access the third-party application page on the official Amazon page.

Where is this feature available?

North America: Canada, United States and Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, the Netherlands, the United Kingdom and Sweden
Middle East: United Arab Emirates
Asia Pacific: Australia, India, Japan and Singapore

Who can use it?

Administrator account administrators
Suppliers
Sellers
KDP Authors

Where can I access it?

Amazon Advertising Console

“What's New” Box and Diagnostic Tool

Now in the help section of our advertising console, we will find the News section. Here Amazon will inform us of all those new features and new functionalities that affect us in sponsored ads.

Novedades Amazon Ads

In fact, the first novelty that Amazon presents to us in this section is the diagnostic tool, a functionality that analyzes your campaigns and offers you information and optimizations about them.

Década Studio, official partners of Amazon Advertising

Amazon has become the leading marketplace in recent years. It is important to be clear that not selling on Amazon is synonymous with losing sales in the medium-long term. At Década Studio, an agency specialized in Amazon and official partner, we know that managing your business within this giant is not an easy task.

That is why you should always have the advice and management of a specialized agency. Década Studio has all the official Amazon Advertising certifications. We take care of reaching your target and applying the advertising strategy that best suits the objectives of the account and its needs. Do not hesitate to contact us, a team of professionals is waiting for you to make your business grow.

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Picture of Ferran Bernades Santaella
Ferran Bernades Santaella

I'm Ferran Bernades, Amazon PPC Specialist at Década Studio. Always trying to reinvent the wheel, I explore the possibilities that Amazon offers to grow a business on and off its platform. Unconditional fan of a beer in the sun.