Mansour Norouzi on LinkedIn: And the story of Amazon replacing previously organic placements with ads… | 33 comments (2024)

Brand Metrics keeps getting better.Amazon introduced two new category metrics:● % Subscribe & Save new-to-brand customers: The percentage of Subscribe & Save customers that are new-to-brand in the selected category over the selected time frame.● Subscribe & Save customers: Total individual Subscribe & Save customers in the selected category over the selected time frame.How can these help you?➤ Customer Acquisition Insights: Gauge the effectiveness of your strategies in attracting new customers.➤ Growth Measurement: Understand your brand's expansion potential within the category.➤ Marketing Effectiveness: Evaluate the success of campaigns targeting new customers.➤ Competitive Analysis: Benchmark against median and top category brands to refine your approach.➤ Performance Tracking: Monitor and adjust strategies to continuously improve results.Loving the direction the Amazon team is taking with these updates! Grant Noskey

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What is your Amazon Brand Store Quality?Amazon is making stores an essential part of the platform.Creating an engaging and converting store is crucial for increasing average order value.It also helps customers easily navigate trusted brands and discover their catalog.Amazon has added a new dashboard in Store Insights called: ✅ Brand Store QualityBrand Stores are rated as high, medium, or low quality based on actions taken to improve performance, measured by dwell time.Dwell time refers to the amount of time customers spend on your store.Here’s why dwell time matters:■ Customer Engagement: Longer dwell times suggest customers find the content compelling, leading to higher conversion rates.■ Content Effectiveness: Analyzing dwell time helps optimize content and layout to keep customers interested and engaged.■ Product Discovery: Higher dwell times on certain pages indicate customer interest in those products, guiding promotional strategies.You can see your store’s dwell time compared to your peer group and where you stand.Amazon also provides recommendations to increase your dwell time.How are you leveraging your Amazon Store Insights to improve performance?

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Walmart Introduced Customer Path to Purchase!Walmart just announced the beta launch of Digital Landscapes.We could possibly call it the Walmart version of Amazon Marketing Cloud. It will allow SUPPLIERS to track online shopper behavior before a purchase on Walmart. com and the Walmart app.With Digital Landscapes, suppliers can learn:● Where customers start their journey to find a product.● When customers find a product.● How a product compares to others in the category.● What a customer’s path to purchase looks like.Suppliers can analyze daily engagement trends and track sources driving traffic to Walmart's platforms, such as external search engines and social media. This will help suppliers optimize their marketing and sales strategies to better engage customers along the digital shopping journey.This is part of Walmart's plan to increase their advertising share of the market.#walmart Walmart Connect

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Brand Metrics Now Includes High-Value Customers!Brand Metrics has become one of my favorite tools on Amazon. The wealth of data and how it can help you understand different parts of the funnel, as well as your standing and growth compared to competitors, is invaluable.Amazon recently made a change to the data. It seems that prior to May 2024, certain high-value customers were excluded from the metrics.I honestly didn't expect high-value customers to be excluded from the metrics in the first place. However, the good news is that starting May 1, 2024, they are now included.This means you should be careful when comparing data before and after this date, as the source of the data is different. If you're interested in learning more about Brand Metrics, let me know in the comments section. I'd be happy to organize a webinar to cover everything about Brand Metrics in detail.

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I analyzed 3 years of Amazon Q1 Earnings Reports. Here's what it means for Amazon Sellers:Amazon breaks down its revenue by business segment.I focused on segments related to selling on the platform. From 2023 to 2024, here's the growth by segment:➤ Online Stores Revenue (1P): 7%➤ Physical Stores Revenue: 6.3%➤ Third-Party Seller Services Revenue (FBA fees, commissions, etc.): 16%➤ Advertising Services Revenue: 24.3%➤ WW Seller Unit Mix (3P Sellers' Share of Total Online Sales): 3.4%* These figures are based on international sales.I wondered what this means for 3rd party sellers.Estimations suggest 3rd-party sellers' sales might have grown by 16.3%. The not-so-good news, there is a potential increase inTACoS (Total Advertising Cost of Sales) by around 10.5%.It's a mixed bag for sellers. There's growth potential, but rising ad costs might squeeze margins. Add to that increase in Amazon FBA fees.For fellow data enthusiasts, here's the formula I used to calculate total online store revenue:➤ Total Online Revenue = Amazon Online Revenue / (1 - 3P Sellers' Share of Total Online Sales)What are your thoughts on these trends? Is the increase in TACoS similar to what you're seeing for your brand?*Please note these are estimates and not necessarily 100% accurate.

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Everyone thinks Amazon Marketing Cloud (AMC) Path To Conversion is a goldmine. But what if we’re looking at it the wrong way?In my last post, I explained the difference between Impressions and Viewable Impressions:•Impressions: Recorded every time an ad is displayed, whether seen or not.•Viewable Impressions: When at least 50% of an ad’s pixels are visible on screen for at least one second (two seconds for videos).AMC is a powerful tool. We can map customer journeys.It helps understand the path to conversion and what influences purchases.However, we analyze based on impressions, which is misleading.We can’t expect to influence customers with ads they didn’t see.Path occurrences should be measured by viewable impressions, not impressions.This ensures the ad was on screen long enough to be noticed.Unfortunately, Amazon provides viewable impressions only for DSP and Sponsored Brands, not for Sponsored Products or Sponsored Display.Still, it’s a step towards more accurate measurements.What are your thoughts on this approach? How might it impact your results?

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🚀 FBA Inventory Age & Excess Analytics Dashboard!If you missed it, Amazon just released a new dashboard called Inventory Age & Excess. Here are a few use cases:▪ Monitor Aging Inventory: Track how long items have been in storage.▪ Identify Excess Inventory: Pinpoint products that are overstocked.▪ Optimize Storage Costs: Reduce aged inventory surcharges.▪ Make Data-Driven Decisions: Use insights to adjust stock levels and pricing.📍 You can find it it under Inventory -> FBA Inventory -> Analytics -> Inventory Age & Excess

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How Do You Like the Recent Amazon Advertising Console UI Change?

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