MindgruveMacarta had the privilege of attending Amazon UnBoxed 2024, an event where Amazon’s latest tools and strategies for brands, agencies, and advertisers took center stage. This year, Amazon emphasized a commitment to making its tools Simple, Scalable, and Inspiring—ensuring that powerful data and insights are now accessible to stakeholders at all types and sizes of businesses across the globe. Stephen Reagan, Chief Retail Media Officer at MindgruveMacarta, also took the stage, offering insights into successful global expansion for brands. Here’s a rundown of the key takeaways and product innovations that promise to shape the Amazon advertising landscape.
Amazon’s Vision: Making Data Accessible for All
Amazon’s UnBoxed narrative focused on democratizing access to data-driven insights, reducing the need for specialized skills in SQL or data engineering. By continuing to simplify and enhance its platform, Amazon is effectively leveling the playing field, making it easier for brands and agencies to harness valuable customer insights. This aligns with the API-first approach announced at UnBoxed two years ago, where Amazon committed to robust API connections and enhanced documentation to support an ecosystem of tool providers.
Amazon’s ongoing commitment to a more accessible platform paves the way for brands to innovate and compete on creative, impactful strategies rather than solely on data access. We’re excited to see how this community of brands and advertisers will continue to push the boundaries of what’s possible on the world’s largest e-commerce channel.
Key Product Innovations
UnBoxed 2024 introduced several Amazon Ads innovations that will enhance campaign management, targeting, and reporting for advertisers:
- New Amazon Demand-Side Platform (ADSP) Interface: A streamlined, user-friendly interface with enhanced features like frequency controls and AI-driven insights provides a central home page with actionable recommendations.
- Audience Bid Boosting: By connecting Amazon Marketing Cloud (AMC) with Paid Search, advertisers can now create custom audience segments in AMC and bid more strategically on Sponsored Products, Brands, and Display campaigns.
- Performance+: A new DSP campaign type that combines AI and first-party data to automate audience creation, campaign setup, and optimization for fully managed ad campaigns.
- New Product Campaigns: Designed for the first 90 days post-launch, this tool uses media plans, creatives, and AMC data to help brands successfully introduce new products.
- Enhanced Reporting Capabilities: New reporting tools include 12-month impact measurements for brand campaigns, conversion path tracking, and expanded insights on long-term campaign success.
- AI-Powered Creative Studio: This new suite includes video and audio generators that allow advertisers of all skill levels to create high-quality, customizable ad content efficiently.
Stephen Reagan’s Session: Winning Locally to Grow Globally
MindgruveMacarta’s own Stephen Reagan led a session titled Grow Your Brand Globally, where he shared our approach to international expansion and cross-market strategy. Drawing on MindgruveMacarta’s experience as a pioneer in the Amazon space in Mexico City and our continued growth in emerging markets like São Paulo, Stephen emphasized the importance of localization as a driver of authentic brand connections.
“To win globally, you have to first win locally,” Stephen explained. “Localization is far more than just a language gap; it’s about understanding the micro nuances that make each market unique. In a world saturated with advertising, brands that create genuine, localized connections will ultimately succeed.” His insights resonated with Amazon’s launch of the Global Ads Console, a tool enabling advertisers to manage campaigns across multiple marketplaces within AMS for more efficient reporting and optimization.
Looking Forward
UnBoxed 2024 showcased Amazon’s commitment to empowering advertisers with tools that drive smarter decision-making and more authentic connections. With innovations in automation, audience targeting, and reporting, the future of Amazon advertising is more dynamic and accessible than ever. Looking ahead, MindgruveMacarta will leverage Amazon’s new powerful tools to continue delivering impactful, scalable growth for our clients worldwide.
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