Weekly Amazon Seller News – November 24, 2020

Every week, our team of experts round up the most important news for Amazon business owners. Here are all of the bite-sized news nuggets for the week of November 24th, 2020.

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“Announcing Sponsored Display audiences in the United States” (Source: Amazon Advertising)

  • Amazon launched Sponsored Display audiences for vendors and sellers registered in Amazon Brand Registry in the United States.
  • Sponsored Display audiences is a self-service display targeting strategy powered by Amazon’s first-party shopping signals that helps you grow your business on Amazon by reaching relevant shoppers throughout their purchase journey. 
  • With this launch, Amazon introduced views remarketing, a subset of Sponsored Display audiences that enables you to reengage audiences who have viewed specific product detail pages but haven’t purchased your advertised product(s) in the past 30 days.
  • If you are currently running campaigns with Amazon Advertising, Sponsored Display audiences compliments and expands your efforts to help reach customers. 
  • With only 4% of shoppers converting to purchase immediately, display advertising can help you reach the remaining 96%.1
  • Sponsored Display audiences is easy to use, you can create a campaign containing up to 10,000 ASINs in a few clicks at no minimum spend threshold–making it accessible to all advertisers, regardless of your size or budget.
  • Sponsored Display audiences is available in both the advertising console as well as the Amazon Advertising API. The console and Amazon Advertising API make it easy to create and manage campaigns, as well as view reporting metrics to continually optimize towards your marketing objectives.
  • Read the full article here

“Amazon Sellers Wary of Addition of New Product Types” (Source: eCommerce BYTES ) 

  • Amazon made an announcement about the addition of over 100 new product types and attributes now available to sellers to improve product detail pages. 
  • To view what product types and attributes were launched, Amazon says to refer to Product type and attributes.
  • When creating a new listing, you can view these new product types when classifying your product in the Add a product tool in Seller Central. 
  • You can also see the product types when you select the appropriate template to download on Add a product via upload.
  • Amazon says these changes will not affect your existing selection but you can provide these additional attributes by editing your products via Manage Inventory or by updating your listings in bulk.
  • However, a seller advised others to be vigilant about the impact of the changes, pointing to a FAQ that explained, “Amazon will automatically re-classify existing ASINs to the newly created PTs. There is no action needed from your end to manually re-classify ASINs in your catalog to the new PTs.”
  • Other sellers reminded colleagues, “PT is not the same as the Category, so don’t get confused.”
  • Another seller noted a previous rollout had resulted in products being reclassified into new Product Types in error, resulting in excess fees.
  • You can find the announcement and seller discussion on Amazon Seller Central.
  • Read the full article here

 

“Amazon partners with government agency to inspect counterfeits” (Source: CNBC) 

  • Amazon said they are joining forces with a U.S. government watchdog group to conduct counterfeit inspections, in its latest effort to address a problem that’s plagued the e-commerce platform for years.
  • The company will work with the National Intellectual Property Rights Coordination Center, to analyze data and conduct targeted inspections aimed at preventing counterfeit products from entering the U.S. supply chain. 
  • Any evidence collected from their inspections will be used to expand ongoing investigations and go after bad actors.
  • This move, referred to as “Operation Fulfilled Action,” is led by Amazon’s Counterfeit Crimes Unit. The team was launched earlier this year and is made up of former federal prosecutors, investigators and data analysts who mine the site for information and work with federal prosecutors to continue to block millions of suspected accounts and listings.
  • Read the full article here

 

“Online Review Stats for 2020: The Top 7 Reasons Consumers Leave Reviews” (Source: Jungle Scout) 

  • When shopping on Amazon, 77% of consumers are influenced by products with the best ratings and reviews. 
  • This makes achieving a high review count a crucial driver of long term success for Amazon sellers, who in turn need to understand the reasons consumers leave reviews in the first place. 
  • Sellers know the conventional wisdom about what motivates customers to leave reviews: they either love or hate the product enough to take the time to write about it. 
  • But the full story is often much more complex, JungleScout surveyed over 1,000 U.S. consumers about what motivates them to leave product reviews. 
  • The top seven reasons, ranked in order of popularity include: the product was excellent (53%), the product was unsatisfactory for reasons other than arriving broken (38%), the customer wanted to help other buyers understand the product’s size or other relevant characteristics (37%), there was an incentive for leaving a review (31%), the product arrived broken(29%), the product was more expensive than customer felt it was worth (23%), or the customer had ideas about how to improve the product (21%).
  • Read the full article here