5 Amazon Advertising Features You May Not Know About

With so many Amazon advertising features available, it's easy to lose track of everything that you can do to market your products and improve their performance. In this guest article, Jérôme de Guigné, Founder and CEO of e-Comas, shares five of the tools you may not know a lot about.

Amazon has one of the biggest advertising platforms in the world, and it's growing all the time. In 2021 alone it made $31.16 billion from advertising, a figure projected to more than double by 2026.

So how does Amazon keep ads competitive for its scores of advertisers? By improving the effectiveness of its advertising, Amazon gives sellers more tools and data to streamline their ads and target shoppers more accurately than ever.

In the last couple of years, several new advertising features have become available to sellers. Here's e-Comas' round-up of the best Amazon advertising features you may not know about yet.

1) Brand Metrics

Introduced in beta last summer, Brand Metrics allows you to check your brand's performance against competitors as well as define pain points in the customer's journey of brand discovery.

You get several extremely useful metrics here, including Total Brand Shoppers, Percentage Engaged Shopper Rate, Percentage Conversion Rate, and Percentage New to Brand Customer.

The Brand Metrics tool provides you with a score on awareness and consideration, which gives you a better idea of where customers are in the marketing funnel so you can adjust your advertising and make your traffic more likely to convert.

For example, you can improve your Awareness score with Sponsored Brands Ads by aggressively targeting important search terms, including brand-related ones when the time is right, and pairing them up with suggestive and striking creatives. With the appropriate imagery and headlines, you can build a much stronger brand presence and cast a wider net to reach more customers.

2) ASIN Mapping

This one's a simple trick that might make life easier and solve problems when you have content issues.

Sometimes your A+ content won’t be approved because the brand is not associated with the ASIN. Your go-to solution should be to first check to see if the ASIN is mapped to your brand.

In the ad console, under Administration > Access and settings > Brands, you can see all of the ASINs that are currently mapped to your brand. You can check to see if certain ASINs are in that list and add new ASINs directly.

Problem solved!

3) Amazon Attribution

Did you know that you can measure your ad campaigns off Amazon, too?

With Amazon Attribution, you can add your social media and search advertising campaigns to create the most accurate picture of your advertising spend and TACoS (total advertising cost of sale), across all platforms.

It gives you a better overall idea of where and how you're attracting customers so you can tweak your advertising on Facebook, Instagram, Twitter, TikTok, Google, and more to make the best use of the marketing funnel and, as Amazon hopes, to drive more shoppers from your social media pages and other touchpoints online to your Amazon listing pages.

Learn More: How Amazon Attribution Can Improve Your Advertising ROI

4) Amazon Marketing Cloud

Amazon Marketing Cloud (AMC) is Amazon's "data clean room" where you can measure all your sales and data from your ad campaigns.

Accessible via API, it allows you to view datasets based on impressions, clicks, pricing, and more on all types of Amazon ad campaigns across Amazon’s products including Prime Video, Amazon Music, IMDb TV, Twitch, and more.

You can also add pseudonymized sales information to see a complete picture of your sales and customers via anonymized, aggregated data.

This event-level data gives you unprecedented knowledge of customer behavior, particularly higher up in the marketing funnel. For example, you can see that a sale was made after one click and 10 impressions. Or, you can begin to understand if a certain age demographic is underperforming or which branded keywords a customer searched for after viewing a certain ad.

Put simply, AMC gives you a better understanding of all touchpoints during the customer journey and allows you to tweak your advertising so it coincides with the users’ consideration period.

5) Amazon Marketing Stream

Another Amazon advertising feature that's even less well-known than AMC is Amazon Marketing Stream (AMS), which is currently in beta.

It works similarly to AMC – you connect via API and it gives you ad campaign data. But it does so regularly throughout the day; you can subscribe for hourly performance metrics, with details such as performance by placement and budget consumption delivered almost in real-time.

This means you can see your conversion rates fluctuating and optimize your campaigns on an intra-day basis instead of relying on daily campaign metrics. This way, you can react quickly when your ads perform the best and optimize your budget spend.

Try These Amazon Advertising Features For Yourself

So there they are - five of the biggest Amazon advertising features that you may not know a ton about (until now!). There are reams of data here that you can use to improve your advertising and some really good tools to do it with. If you need any help, e-Comas is a top-level Amazon agency and a Verified Partner for Amazon Ads – contact us today!