In a world where e-commerce is growing exponentially, Amazon is unquestionably a global leader. For brands and retailers, understanding and adopting the latest trends on this platform is crucial to success. In 2024, innovations such as the Amazon Marketing Cloud, Amazon DSP and Amazon Brand Analytics are transforming the way we sell and connect with customers. This article explores these trends and provides concrete strategies for making the most of them.
1. Amazon Marketing Cloud (AMC)
Amazon Marketing Cloud is a secure data environment that enables sellers to analyze and model their advertising data. This platform offers a deep understanding of the customer journey, combining Amazon data with your own insights.
Benefits for sellers: With AMC, sellers can better understand the effectiveness of their ads, refine their targeting and optimize ROI. This enables a more strategic approach to advertising, reducing costs while increasing relevance to consumers.
Use cases and best practices: For example, by analyzing purchasing trends and responses to previous advertising campaigns, salespeople can fine-tune their messages and target more specific customer segments. Here's an example of an SQL query in the Amazon Marketing Cloud console.
2. Amazon DSP (Demand Side Platform)
Introducing Amazon DSP: Amazon DSP offers sellers a platform to buy advertising space both on and off Amazon. This allows for greater reach and more precise targeting.
Targeting strategies: Sellers can use demographic data, consumer interests and purchasing behavior to target their ads. Integrating first-hand data, such as site browsing habits, can further refine this targeting.
Measuring success: The key is to monitor KPIs such as click-through rate (CTR), cost per acquisition (CPA) and return on advertising spend (ROAS) to assess campaign effectiveness.
3. Amazon Brand Analytics
Amazon Brand Analytics provides valuable data on product performance, search trends and customer behavior. It is a powerful tool for sellers registered under a brand via the Brand Registry.
Data analysis for strategic decisions via Search Query Performances: Use this data to identify popular search terms, understand competitor positioning, and detect untapped market opportunities.
Competitor monitoring: By tracking competitor products and their performance, brands can adjust their strategies in real time to stay competitive.
4. Customer loyalty analysis
Amazon offers us a new tool to better understand the profile of your consumers:
- Top customers: Customers who have recently purchased and spend the most
- Promising customers: Customers who have bought recently, buy occasionally and spend more than the average.
- At-risk customers: Customers who have not made any recent or frequent purchases.
- Hibernating customers: Customers who haven't made a purchase in a long time.
For the time being, this feature is only being deployed on a few of the customers we manage. It will be possible to create specific promotions for these different consumer segments.
5. Generative AI
Amazon has announced the launch of a number of tools over the course of 2023 to help brands sell more effectively on its platform. From generating creative images for products to optimizing product data sheets, Amazon is bringing real solutions to remove the barriers to entry for selling on its platform.
In conclusion, 2024 promises to be a pivotal year for sellers on Amazon, with the advent of technologies such as artificial intelligence, augmented reality, and increased integration with social media. Amazon's expansion into new areas such as healthcare and original content will offer new opportunities, while a focus on sustainability and international expansion will continue to shape the online retail landscape. Proactive sellers who embrace these trends and adapt quickly will have a significant advantage, ideally positioning themselves for success in an ever-changing market. It is therefore essential for Amazon's marketplace players to remain informed and agile, ready to exploit these emerging trends to maximize their impact and success on the platform.
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