In the past month, Amazon introduced many great new features to sponsored products and other sections, below I will list them, with a quick explanation on how you can use them to grow your Amazon business.
Customer Search Terms Added in Seller Central
You can now view all your search terms within seller central – previously, this data was only available through downloading the search terms CSV report.
RoAS and Conversion Rate Metrics Added
Amazon added 2 new metrics to sponsored products – RoAS and Conversion Rate, however, currently you can only view them in the new search term view mentioned above.
For some reason, Amazon is showing RoAS as a percentage, which is technically incorrect, hopefully, this gets fixed soon.
History Change-Logs Added in Seller Central
You can now view the history of all your changes within seller central – previously this was only possible through various 3rd party applications
Search Term Reports Added for Sponsored Brands
Amazon added a new downloadable search terms report for sponsored brands. This data was not available until now anywhere!
New (Re)targeting Settings Added in Sponsored Display
In sponsored display, (which is the Seller Central name for off-amazon retargeting ads) you can now bid separately on retargeting your own product views vs retargeting similar product views
This allows you to bid higher on your own product views, which in theory should perform better than similar product views
Agency Friendly Settings Added
Amazon added a section to specify the Agency that is managing your ads on Seller Central, listing the world’s largest advertising holding groups – WPP, Omnicom, Publicis, Interpublic Group (IPG), Dentsu, Havas.
For most sellers, this won’t be of any value, but among other things, this signifies the shift in Amazon’s attention over the last 2 years – from 1st party focused, to 3rd party & marketplace, even for big brands.