At Amazon's annual seller conference (Amazon Accelerate 2022) held last month, Amazon released more than ten upgraded versions of its operational tools , including four upgraded marketing tools. The details are as follows:
First, Customer Engagement Tools
Added 3 new types of audiences that can be emailed in Manage Your Buyer Engagement – Newest Dealers, High Spending Buyers, Repeat Buyers.
With the new function , brand sellers can proactively reach out to the following 4 types of customers by email in the seller's back office :
1. "Brand followers", that is, users who follow the brand;
2. "Recent customers", that is, the 20% customers who are the closest to the current transaction time in the past 12 months;
3. "High spend customers", that is, customers with the highest 25% of the brand's turnover in the past 12 months;
4. "Repeat customers", that is, customers who have placed orders at least twice in the past 12 months.
This is the first time that the Customer Engagement tool can reach customer groups other than Brand Followers, which greatly expands the audience of email marketing and helps sellers effectively reach the highest-value users who are most likely to convert. !
After the email is sent, sellers can view performance reports, including open rates, click-through rates, emails sent, exit rates, sales, and conversion rates. This tool is available for U.S. brand sellers who are eligible for the internal beta test. The tool is currently in beta and will be available for free to all US sellers in early 2023.
Second, the brand analysis report ( Brand Analytics)
Its "Full Product Search Performance Report" and "Search Term Performance Report" tools are now available on all sites worldwide.
Among them, the "Complete Product Search Performance Report" provides sellers with the purchase funnel data of all products in the store, including key shopping indicators such as search-related impressions, clicks, shopping cart additions, and purchases. A new "ASIN View" dashboard has been added to the "Search Term Performance Report", showing search details for each ASIN.
Through these two reports, sellers can use these two tools to analyze buyers' consumption paths and analyze the details of search terms in the ASIN dimension. In addition, the download function for these two reports will also be available soon.
Third, the Manage Your Experiment (MYE) tool
This time, the function of automatically publishing the winning version after the test is completed has been added. Through the "Manage Experiments" tool, sellers can conduct A/B tests on the A+ product description, product name and main image of branded products, and find the one that is more popular with consumers by comparing the two versions of the product details displayed to buyers at the same time. Version.
The new function can automatically publish the winning version to the product detail page at the end of the experiment, helping sellers to easily and efficiently test more content and release the winning version in a timely manner, ensuring continuous optimization of product display and conversion efficiency.
Fourth, A+ page upgrade
New video modules, navigation carousels, hot pictures and Q&A modules have been added to deliver clearer and richer product information to sellers and tell vivid brand stories with more textured big pictures and video content, as well as a Q&A mode. The tool is available to branded sellers across sites, provided they have posted their brand story to all of their ASINs and have approved 15+ A+ content item submissions in the past 12 months.
Every year, Amazon invests billions of dollars to continuously update products and services to help partners grow together and achieve business success. This year, Amazon listened to the voices of sellers and launched dozens of new products and functions to help brand sellers develop their business and create a new global brand pattern together with seller partners!
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