Last month, MindgruveMacarta traveled to Seattle to attend Amazon Accelerate, Amazon’s premier annual seller conference. This event brought together sellers, advertisers, and industry leaders to explore the latest innovations and strategies designed to drive success on the platform. From cutting-edge fulfillment solutions to AI-driven advertising tools, the conference offered a glimpse into Amazon’s evolving ecosystem. Outlined below are our key takeaways for brands and sellers.
1. Amazon Continues to Expand Buy with Prime Offerings
The Buy with Prime (BWP) program has seen significant growth in the past year, with 25% more brands enrolled, 45% more orders year over year, and a 16% increase in revenue per visitor on average. Amazon announced that in the following months, new integrations will be released between BWP and the Demand Side Platform (DSP), TikTok, Shopify, and PayPal. Here’s what to keep an eye out for:
- Those enrolled in BWP will be able to display the Prime brand and real-time delivery estimates on their TikTok ads.
- BWP merchants will have access to Amazon’s DSP on their direct-to-consumer (DTC) websites, providing them with increased data and targeting insights.
- In 2025, Prime Members will be able to link their Amazon and PayPal accounts, allowing them to receive their Prime benefits while shopping on BWP merchants’ DTC websites.
- Prime members will be able to purchase items with and without Prime in a single order on Shopify sites in hopes of increasing revenue and average units per order for BWP merchants.
- Dynamic delivery dates will be available for BWP merchants within their DTC website, Google Shopping Ads/Search, and TikTok ads.
2. Fulfillment and Inventory Management Improvements
Amazon is seeking to further support sellers and their growth by offering new and improved services for omni-channel fulfillment and inventory management through the following:
- Standard delivery speed through Amazon’s multi-channel fulfillment service has increased by 40% at no additional cost to merchants.
- With a centralized inventory management offering, sellers can manage inventory and orders across multiple channels through one dashboard.
- Sellers can take advantage of Amazon’s fulfillment network to handle logistics and shipping of orders for fast delivery no matter the sales channel.
3. Amazon Launches AI Video Generator: A Game Changer for Advertisers
Amazon is making waves in the advertising sector with the introduction of its Amazon Ads Video Generator, an AI-driven tool designed to create high-quality video ads quickly and affordably, removing the usual hurdles of expensive video production. This initiative reflects Amazon’s overarching goal of enabling advertisers, regardless of size, to embrace video advertising.
- This tool leverages advanced language models and computer vision tech to craft tailored videos based on advertiser inputs on details like product info, key messaging, and preferred styles.
- One of the standout features of the Video Generator is its flexibility. Once the initial video is created, advertisers can customize elements like music, voiceovers, and visual styles to ensure the final product aligns with their brand’s identity.
- The Video Generator simplifies the video-creating process, significantly cutting down the resources needed for production.
- Currently, this tool is in a limited beta phase with select advertisers, but Amazon intends to broaden access in the future.
4. Supporting Sellers Across Diverse Channels
Amazon is enhancing its Selling Partner program designed to empower businesses to succeed across multiple sales channels.
- The program allows businesses to sell not only on Amazon but also through their DTC websites, various marketplaces, and social media platforms. This multi-channel selling strategy opens the door to new audiences and increases potential customer engagement.
- Amazon’s centralized inventory management system simplifies managing stock across different platforms by enabling sellers to oversee orders and inventory from a single dashboard.
- Sellers can leverage Amazon’s comprehensive fulfillment solutions to ensure speedy and reliable shipping regardless of the sales channel.
- Sellers can execute integrated advertising campaigns, promoting products across multiple platforms with Amazon’s unified advertising dashboard.
Conclusion
Between new platform integrations, AI advancements, and fulfillment options, Amazon rolled out several key releases that will be instrumental in supporting sellers’ growth on the platform.
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