With the whirlwind of announcements made last week in Austin, Texas at Amazon unBoxed 2024 (15 to be exact!), it can be hard to know where to start to take action and begin to integrate the new capabilities into your Amazon strategy. Here are three top priorities for advertisers to focus their efforts.

A new optimization lever has been added to Amazon Ads, which doesn’t happen very often! If you use placement bid modifiers to bid up on top of search, you will absolutely want to make use of this new feature on Sponsored Products and Sponsored Brands campaigns.

This feature will unlock the potential for many new search campaigns. By utilizing this bid lever to compete more aggressively for a certain audience you know to be higher value, expect to gain efficiencies in your return on ad spend (ROAS).

●     Fight customer churn by targeting competitor keywords, while boosting bids on an audience of loyal purchasers of your brand.

●     Focus on warm leads by targeting category keywords and boosting bids on an audience of customers who have been to your product detail pages (PDPs) or been exposed to a streaming TV ad but haven’t bought yet.

●     Convert browsers into buyers by adding an audience of users who have added your products to a wish list or baby registry and boost that audience on category keywords. This strategy could be particularly effective with the addition of a promotion to further entice conversion.

After brainstorming around the possibilities for Amazon Marketing Cloud (AMC) Audience use cases, you’ll want to build a game plan for monitoring the newest columns and data points being added to the Amazon ecosystem.

●     Long Term Sales (LTS) & LTS ROAS - measuring the estimated incremental sales driven by that campaign’s conversion on New to Brand shoppers down the purchase funnel. This should be used more as directional guidance than fact.

●     Top conversion path analysis - Validate your ad spend across different channels to learn how customers are engaging with different ad types along their path to purchase. Previously available as a report within AMC, this will now be widely available within Sponsored Ads and Demand Side Platform (DSP) portals.

●     Multi-touch attribution - New metrics like multi-touch orders & sales will help to tell the broader story of assisted conversions on Sponsored Ads and DSP campaigns. If a campaign has a lower traditional ROAS but a high multi-touch ROAS, you’ll want to reconsider pausing that campaign – it might be playing a key role in your customer’s journey to purchase!

Making use of these new metrics will be crucial to maximizing the success of your media strategy on Amazon. As you optimize your campaigns, keep an eye on these data points to find new areas of opportunity.

All these updates will make 2025 a big year for Amazon Ads, with continued investment into providing advertisers more tools for their media activations. By harnessing innovations like audience bid boosting and the wealth of new metrics at our disposal, businesses can not only enhance ad performance but also forge deeper connections with target audiences.

Adopting a test-and-learn mindset, particularly with emerging Generative AI solutions, will be essential in navigating a hyper-competitive landscape. The key takeaway is clear: those who are willing to experiment and adapt will be best positioned to thrive in the competitive Amazon marketplace. By integrating these capabilities into your campaigns and continuously monitoring their performance, you can unlock new avenues for growth and ensure that your brand remains relevant and fresh in the years to come.

Take action and try something new!