03 Feb 2023
Amazon UnBoxed 2022 Event. Amazon Ads: everything our experts have learned
The Amazon UnBoxed event took place from October 25 to 27, 2022. On the program: many conferences and workshops on various topics related to the world of e-commerce and digital marketing. If you couldn’t attend, or if you just want to know the major news, here is a summary of everything you need to know about Amazon Advertising in 2022.
Members of Novatize’s team had the opportunity to take part in Amazon’s UnBoxed 2022 event in New York City. UnBoxed is the annual conference where Amazon reveals what’s new, what’s trending and what’s challenging in advertising across all its platforms, from Amazon to Twitch to IMDB to Prime Video. Here are the top 5 things that caught our attention during the 3-day event
The main takeaways from the Amazon Ads UnBoxed conference
The Amazon Ads UnBoxed conference was an opportunity for eCommerce specialists to learn about the latest news and trends in advertising on Amazon. Here are the main takeaways from the event.
1. Display Sponsored ads are available to businesses who do not sell on Amazon
Sponsored ads in Display are a great marketing opportunity for businesses that do not sell on Amazon, but want to reach Amazon users. These ads appear on Amazon’s search and product results pages, as well as on third-party websites and applications that use Amazon’s services.
Amazon is now offering businesses the ability to access Sponsored Display without actually selling on the platform. The idea is to open the door to service businesses (finance, insurance, etc.) and more (automotive, travel, etc.). The feature is exclusive to the U.S. and requires going through the platform or an Amazon DSP partner.
2. Amazon is definitely the search engine for buyers
Indeed, searches on Amazon are on average 2.5 times longer than searches on Google, and Internet users are willing to pay more for a product if they find it on Amazon. In the United States, 75% of people consult Amazon before making a purchase online or in store. Hence the relevance of being present on the platform, even if the focus is not to sell products directly.
3. Video is an increasingly important conversion driver on Amazon
More and more shoppers are watching videos before making a purchase decision. In fact, according to a study by Reelgood, 70% of shoppers have watched a product video on Amazon, and more than 60% of shoppers watch product videos every day.
It’s now possible to add videos to product listings in Canada, and the U.S. version of Amazon now allows video integration into its Sponsored Display and Store Front. Integrating 10-45 second video vignettes enhances a brand’s ability to tell its story and drastically increases the chances of conversion – especially considering that videos are rare on the platform at the moment. We hear that ⅔ of customers prefer to rely on a video to learn about a product.
4. The economic crisis is worrying for the Amazon Advertising team and users
The Amazon Advertising team is concerned about the economic crisis and its impact on Amazon Advertising users. The economic crisis could have a negative impact on Amazon Advertising’s sales and profitability. But it also promises great opportunities. Experts agree that it will benefit the reliable and affordable product on the platform as consumers look more for a product than a brand in times of financial uncertainty. The economic climate may also provide some relief from the current market saturation in terms of marketing placement on Amazon. Amazon marketing experts agree that low prices will be a buying incentive for users in the coming months.
5. Amazon marketing releases new tools and data for campaign planning
Amazon Marketing today announced the availability of new tools and data to help sellers design more effective advertising campaigns and better target Amazon users. These new features will certainly impact campaign performance. Amazon will now allow access to new presets in the design of its campaigns with a tool to predict the impressions and clicks generated. In addition, the platform offers an audience planning tool giving access to information on audience size (broken down by stage of the conversion funnel) and a budget estimation guide. This will be useful for advertisers of all sizes.
Looking for an Amazon Ads expert?
You missed Amazon unboxed and want to discuss the new features with an expert at Novatize? Want to increase the performance of your Amazon Ads campaigns?
Want to learn more about Marketplace strategies, check out our articles “Amazon Seller VS Vendor” or “Marketplaces: The Truth Behind the Connectors“.
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