The peak sales season has arrived, are all sellers ready?If you want to do a good job, you must first use the tools. Sophisticated sellers have already used the latest Amazon marketing artifact before doing peak season promotions!

At the Amazon Accelerate 2022 (Amazon Accelerate 2022) held in the US last month, Amazon released an upgraded version of more than ten operating tools in one go, focusing on the five core brand operation sections, including brand strategy, brand image, brand growth, brand protection, and brand users. Many of the “magic tools” that sellers must acquire “greatly increased their power”, bringing new products to sellers Empowered by experience and resources, it is said that a mysterious new portal that can increase sales by 20% * has also been unlocked for the first time!

Out of so many innovative tools, which are the favorites of big selling brands?How can you accurately determine users' search preferences if you want to push single products to the next level of brand advancement?How to optimize more attractive detail pages?Also, how can we prevent the loss of old customers and enhance user stickiness while bringing in new ones?

Email marketing is a powerful marketing tool for Amazon's cross-border e-commerce business. How can the “28 Principles” be used to increase the repurchase rate of old customers and tap the lifetime value of old customers?

To help sellers solve this problem, the Customer Engagement (Customer Engagement) tool has added 3 new types of audiences to send emails to in “Manage Your Buyer Engagement” — recent buyers, high-spending buyers, and repeat buyers!

1) “Brand followers”, that is, users who follow the brand
2) “Recent Buyers” means 20% of the brand's customers in the past 12 months to the current transaction time
3) “High spending customers”, that is, the customer with the highest transaction amount of the brand in the past 12 months
4) “Repeat customers”, that is, customers who have placed orders at least 2 times in the past 12 months

This is the first time that the Buyer Engagement Tool can reach customer groups other than brand followers (Brand Followers). This has greatly expanded the email marketing audience and helped sellers effectively reach the most likely high-value users to convert!

By posting information such as targeted promotions to different audiences, sellers can connect with old customers, enhance interaction, and better explore customer lifetime value!

Once the email is sent, sellers can review performance reports, including open rate, click rate, emails sent, exit rate, sales, and conversion rates. By reviewing reports, you can track changes in email marketing performance and customer engagement, and continuously update and improve email content, improve conversion, and obtain better marketing results!

“Buyers Interact With Customer Engagement, these three new categories of audiences are great benefits for Amazon to brand sellers. First, in terms of functionality, we can increase brand repurchase rate through bundled sales, interact with users by promoting new products or promotional information, etc., thereby increasing brand stickiness.
Second, for brands, users can no longer touch it, but can reach and listen. The launch of a new customer engagement feature for buyers has taken a historic step in the distance between Amazon users and our brands. This tool gives us more confidence to do a good job in the Ohuhu brand, and also more confident in providing users with better products and services. Abbottt, Premiere Creative’s creative director.
——Sam, co-founder of Qian'an Technology

As a health and wellness company, repeat customers and subscribers are important to our business. The new targeted audience email marketing feature is just what we need; it helps us retain customers. I'm glad Amazon gave us more options for independent marketing.

They all say that the buyer's thoughts are too hard to guess. They clearly search for keywords, but the conversion is always unsatisfactory. If you want to optimize, but don't know which direction to start... If you can't fully understand the important behavioral data of buyers throughout the shopping process, then operational optimization is just a “blind person's imagination.”

To solve this problem, Brand Analytics (Brand Analytics) pioneered the launch of two major tools, the “All Product Search Performance Report” and the “Search Term Performance Report” on the US site in April of this year.

Many sellers leave comments asking, when will these two reports be available on other sites?Now here's the answer: the “All Product Search Performance Report” and the “Search Term Performance Report” are now available on all sites around the world!Furthermore, an “ASIN View” board has been added to the search term performance report, showing search details for each ASIN!

Through these two reports, sellers can use these two major tools to analyze buyers' spending paths and analyze ASIN-dimensional search term details. Not only that, but the download feature for these two reports will also be launched soon.

The full product search performance report provides sellers with purchase funnel data for all products in the store. The customer consumption process for all products is clear at a glance. The data includes key shopping indicators such as impressions, clicks, shopping cart additions, and number of purchases related to searches!

Through this end-to-end shopping data, you can understand buyers' shopping habits and demand data to diagnose sales funnel problems, discover product performance that needs to be optimized, and specific categories and time periods where products are visited to improve product quality, and understand the impact of factors such as discount intensity, delivery speed, and ratings on sales through customized reports to guide subsequent operation strategies!

A new “ASIN View” module has been launched in the “Search Term Performance Report”, which allows sellers to thoroughly analyze the search terms for each product in their store at a finer level of granularity and discover hidden words in the order!

Through specific search terms, in the four major stages of display, click, purchase, and purchase on the consumer path, you can see in the ASIN view of this report the total number, conversion rate, and share of keywords related to one of your ASINs in different segments of the consumer path to evaluate the performance of keywords associated with your ASIN, thereby optimizing product listings and advertising.

R is an e-commerce manager for a well-known router brand. The brand just entered Amazon's US site this year. R first used the “ASIN View” dashboard after learning about the Brand Analytics (Brand Analytics) product update last month.
Through this tool, he discovered that the term “routers for wireless internet” ranked first in the “search ranking score” during the search period. The total number of searches was high, and ASINs of his own brand accounted for a high percentage of impressions and clicks on this search term.
Therefore, R decided to add the term ROUTERS for wireless internet to the title of the corresponding ASIN. In order to verify whether the title was as effective as the ABA's new report suggests, R used “Manage Your Experiment” (Manage Your Experiment) and conducted several weeks of A/B testing of new and old titles. The results showed that the 65% probability that the optimized title could achieve better performance. With the validation of the data, R immediately enabled the new title.

We've always used data to establish ourselves as one of the biggest jewelry sellers on Amazon. Thanks to the upgraded functionality of the search term performance report, we can now analyze search trends at a more granular level of data, provide us with effective data insight, help predict product design improvement trends, and enable us to continue to provide our customers with the high-quality jewelry they love.

Through the “Management Experiment” tool, you can A/B test the A+ product description, product title, and main image of a branded product, and find the version that is more popular with consumers by comparing the two versions of the product details displayed to buyers at the same time. The experiment can be set to 4 weeks, 6 weeks, 8 weeks, 10 weeks, or the experiment can be finished early. Sellers can select and publish product details that perform better based on experimental results (data such as sales, sales volume, conversion rate, percentage of user preferences, etc.), and apply the verified winning logic to all product detail page information preparation.

The new automatic publishing function can automatically post the version with the winning data performance to the product detail page at the end of the experiment, helping sellers to easily and efficiently test more content and publish the winning version in a timely manner to ensure continuous optimization of product display and conversion efficiency!

D, N, and W are the three new sellers in the consumer electronics, apparel, and FMCG categories respectively. They created beautiful A+ pages for their products at the beginning of the launch. After learning that Amazon's Manage Your Experiment (Manage Your Experiment) can run and test both versions of the A+ page at the same time, they are eager to try it out. But they run into the same problem: the current page has been carefully prepared, how exactly should it be further optimized?How to ensure that the original page's authority and performance are not affected, and that the page can still be converted better after launch?
After professional advice from Amazon's business manager, it was discovered through the business report that the three stores mainly received visits from mobile phones, so it was decided to create a new version of the A+ page: all use the most suitable template (970*600 size) for mobile browsing experience, and then start A/B testing for A+ content. After a few weeks, experimental data showed that the conversion rate of the improved versions was significantly higher than the original version. With actual data verification, the three sellers decided to perform the same optimization on the A+ pages for all ASINs in the store.

Rotate large images and high-definition videos to create a more immersive brand atmosphere. Compared to basic A+ pages, premium A+ pages can increase sales by up to 20% *.

Upgraded version: Added a video module, navigation carousel, hot images, and Q&A module to deliver more detailed and rich product information to sellers, tell vivid brand stories, and double the appeal of your listing!

A is a factory-type seller that specializes in labor protection equipment. Although the product type is biased towards the B-side, sellers have always insisted on using A+ to increase traffic and conversions. After learning that to be eligible to use Premium A+, 15 A+ page items need to be submitted and approved, and “Brand Story” content uploaded for all ASINs, the seller immediately prepared brand story content for all ASINs. At the same time, the seller added the video produced by KOL during off-site promotion to the premium A+ page after approval, making the page richer in content and standing out among sellers in its category.
In order to ensure that carefully crafted premium A+ pages actually bring higher conversions, the seller decided to use MYE for A/B testing. After 4 weeks of experimental comparison results: within the same time period, the overall conversion rate of premium A+ pages was 3.05% higher than that of ordinary A+ pages, and sales were 2.13 times higher!This has greatly strengthened the operating strategy of seller A to continue to follow the brand building path, enrich page content, and increase sales and conversion.