Amazon Ads Raw Daily

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Episode #53 - "Threads: Meta's Twitter Rival App Strikes Gold & Power of Social Proof 💡💼"

In this episode, we discuss the booming launch of Meta's new app, Threads, a rival to Twitter, which secured 55 million users in a day. We touch upon the tensions between Twitter and its users under Elon Musk's leadership and discuss the role of 'social proof' as a powerful psychological trigger for the adoption of Threads.

Hello, everyone, and welcome back to Amazon Ads Raw Daily podcast, where we discuss everything from Amazon PPC, advertising, marketing, technology, and more. Today we'll be focusing on Meta's new app launch and its impressive user uptake, as well as exploring some psychological aspects behind this success. So let's get started!

• The topic of the day is Meta's new app, Threads, that was launched recently as a competitor to Twitter. In just a day, the app garnered an astounding 55 million users. This surge in uptake might be attributed to the ongoing issues at Twitter under Elon Musk's leadership. Twitter recently introduced paid blue checkmark subscriptions and a tweet limit per day, moves that have not been popular with power users. As a result, alternative platforms like Mastodon have seen an increase in popularity, and now Meta has thrown its hat in the ring with Threads.
• However, Threads isn't available globally yet due to data protection policies, notably excluding EU users. It is currently only available in the US and adjacent countries. This mirrors a similar restriction with Google's chatbot, BART, which is also not accessible in Europe. Despite this limitation, Threads' user count is noteworthy, given that Instagram users can easily switch to Threads by importing their profiles and followers.
• This brings us to an interesting psychological aspect in marketing - the power of 'social proof'. This concept explains that users often adapt their behavior based on what others do, especially in ambiguous situations. In other words, if a large number of people are doing something, others are more likely to perceive it as the correct action. We see this on platforms like Amazon, where a high number of positive reviews indicates a product's quality and persuades other users to purchase it. Similarly, the high user count for Threads acts as a significant social proof, encouraging other users to download and use the app.

However, it's not all smooth sailing for Threads. Twitter has already initiated a lawsuit against Threads, accusing them of stealing ideas. It'll be interesting to see how this tech rivalry unfolds in the coming months.

That's all for today's episode. As we step into the weekend, let's keep an eye out for how these tech giants battle it out in the social media landscape. Have a great weekend, and don't forget to tune in on Monday for our episode covering Prime Day actions. Thank you for listening, and goodbye!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Episode #52 - "Navigating Prime Day Challenges: Amazon's Tech Issues and Leveraging Psychological Triggers 🛒💥"

With Amazon Prime Day just around the corner, we discuss Amazon's tech issues with handling deals and a new Amazon Prime feature - invite-only deals, offering unique psychological triggers to prompt customer purchases. We also touch upon Amazon's recent push into certifications in advertising learning platforms.

Hello, everyone, and welcome to another episode of the Amazon Ads Raw Daily podcast! Today, we're diving into Amazon's preparations for Prime Day and some exciting new developments. So, tune in, brace yourself, and let's get started!

• Today's first topic is a critical issue Amazon is currently experiencing with deal handling due to its legacy technology systems. Amazon's internal system seems to be overloaded with ASINs, causing crashes and producing errors. Although we believe this will be resolved by Prime Day, it reflects the stress the system is under and the potential for more glitches in the future. This issue ties into the reporting problems we discussed a few weeks ago, reinforcing the need for vigilance during Prime Day.
• Next, we move away from Prime Day to discuss Amazon's expansion into advertising learning platforms. Amazon recently introduced the Amazon Marketing Cloud certification, and now, they've announced two new certifications. The first one, Advanced Campaign Optimization certification, focuses on achieving short and long-term advertising goals using sponsored ads and Amazon DSP. The second, Advanced Retail certification, targets experienced practitioners with knowledge of managing online retail operations and advertising campaigns on Amazon.
• Our main focus today, however, is Amazon's new Prime Day feature - invite-only deals. These exclusive deals available only to invited Prime members create a unique scarcity effect, triggering customers to make purchases. Amazon has cleverly designed this feature to tap into the psychological aspect of scarcity, with limited quantities and Prime-exclusive access.
• We delve into the psychological aspects of scarcity, which suggests that people value things more when they are in limited supply. The exclusive deals give a sense of uniqueness to customers, pushing them to buy. However, a word of caution - creating artificial scarcity could lead to reactance, another psychological effect, negatively impacting your brand.

So, while you prepare for Prime Day, consider how you can tap into these psychological triggers to promote your products.

That's it for today's episode. Thank you for joining us, and make sure to tune in tomorrow for more Prime Day insights. Have a great day!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

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https://www.linkedin.com/in/alexanderswade/

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Episode #51 - "Prime Day Strategies: The Importance of Unit Velocity and Using 'Notify Me' Feature 🛍️⏰"

As the anticipated Amazon Prime Day approaches, we delve into the new feature on the Amazon mobile app that notifies customers about upcoming deals, and discuss the significance of unit velocity in your Amazon selling strategy. With an innovative approach to advertising and effective utilization of deals, Amazon sellers can significantly boost their sales and rankings.

Hello, everyone! Welcome to the 51st episode of the Amazon Ads Raw Daily podcast, where we are gearing up for the eagerly awaited Amazon Prime Day, slated for 11th and 12th July.

We kick off this episode by reflecting on an interesting feature we spotted on the Amazon mobile app in the US - an "Upcoming Deal" badge. This red badge not only highlights the product on the search results page, but it also has an accompanying blue "Notify Me" button. This feature allows customers to get alerts about when their preferred products go on sale, enabling them to pile up deals even before Prime Day.

However, this comes with its own set of challenges. While this feature might drive more views, it may adversely affect the conversion rate since customers may delay purchases until the deal day, thus impacting the advertising efficiency. So, it's essential to factor in these elements while analyzing your advertising efficiency.

This episode also delves into the significance of unit velocity - the pace at which your products sell. Prime Day, or any major sale day on Amazon, offers a unique opportunity to drastically increase your unit velocity. Contrary to the advice of some who suggest relaxing on Prime Day, we advocate for a more proactive approach.

Why? Because selling more units improves your bestseller rank, optimizes your supply chain, makes inventory management easier, and can even reduce your costs per unit both in terms of purchasing and shipping. All these advantages demonstrate that e-commerce is essentially a unit game.

So, if your logistics and finances allow, we recommend you leverage the opportunity Prime Day presents. This could be done through lightning deals or boosted advertising efforts, ensuring that your products enjoy a rush of sales, enhancing their visibility, and potentially improving their organic ranks.

Thank you for joining us for another informative episode. Make sure to tune in tomorrow for more insightful discussions about the world of Amazon. Goodbye for now, and have a great day!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Episode #50 - "Leveraging Psychological Effects in Your Amazon Marketing Strategy: Hick's Law and the Decoy Effect 🧠🛒"

In our special 50th episode, we delve into the fascinating world of psychology, exploring two psychological effects - Hick's Law and the Decoy Effect - and how they can be used to enhance your Amazon marketing strategy. Understanding the mental processes of consumers can aid in creating better products and offers on Amazon.

Hello, listeners! We're celebrating a milestone today - it's Episode 50 of our Amazon Ads Raw Daily podcast. In honor of this, we're taking a detour into the realm of psychology to examine how we can utilize psychological effects in Amazon marketing.

In this episode, we introduce two potent psychological phenomena - Hick's Law and the Decoy Effect - and discuss their practical implications for Amazon sellers.

Hick's Law: This principle suggests that decision-making time increases with the number of options presented. This effect is highly relevant to Amazon, where customers are often overwhelmed with choices. Amazon tries to mitigate this through various strategies such as social proof, reviews, badges, and deal tags. Sellers must also be cognizant of this law when presenting product variations, as too many options can paralyze a customer's decision-making process.

The Decoy Effect: This psychological tactic involves the introduction of a third, less attractive option (the "decoy") to influence the customer's perception of the original two choices. A well-known case study involving The Economist magazine's subscription plan showcases the power of the Decoy Effect. For Amazon sellers, this might mean creating product bundles that appear significantly more valuable than a single item, prompting customers to opt for the more profitable option.

In this episode, we don't just explain these psychological effects; we also delve into how you can practically apply these concepts to your Amazon business. From the structuring of your product listings to how you present your pricing and variations, these principles can make a significant difference in your customers' purchasing decisions.

Thank you for joining us on this psychological journey, and for being part of our first 50 episodes. We'll continue to bring you insightful discussions on all things Amazon. See you tomorrow, and have a wonderful day!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Episode #49 - "Updates on Amazon's Small and Light Program and New Amazon Ads API Features 🛍️📦"

In this episode, we discuss the recent changes to Amazon's Small and Light program, the new Fulfillment By Amazon (FBA) fees, and updates to the Amazon Ads API. We cover how these changes affect sellers, particularly those selling smaller goods, and discuss potential implications for advertising and marketing strategies on Amazon.

Happy Friday, listeners! In Episode 49 of our Amazon Ads Raw Daily podcast, we unpack the updates on Amazon's Small and Light program, the FBA program, and their fees. Along with that, we also delve into the latest news from the Amazon Ads API.

The Small and Light Program: The program is undergoing significant changes, effectively reducing the average Amazon FBA rates by approximately $0.77 per item compared to the current rates. However, for products enrolled in the Small and Light program and priced below $10, the new changes mean an increase in fees by roughly 30 cents per item. The silver lining is that these products will now benefit from faster FBA fulfillment speeds. For sellers with products under $10 not enrolled in the Small & Light program, this change will lead to reduced costs and faster delivery speeds.

Implications for Sellers: Sellers of smaller goods previously suitable for the Small and Light program should examine the new fee structure. Depending on your product pricing and enrollment in the Small & Light program, you might need to adjust your strategies or enjoy reduced costs. These changes could potentially free up funds for advertising or margin improvement.

Amazon Ads API Updates: Amazon has made three major updates. Firstly, for Amazon DSP, new endpoints have been added, allowing advertisers to manage Amazon DSP programmatic deals directly through the API. Secondly, the Amazon Marketing Stream API (hourly data model) now includes new sponsored ad campaign datasets for sponsored products, brands, and display campaigns. This update enables near real-time notifications on campaign data changes such as campaign pauses, budget changes, or bid updates. Lastly, the API now supports the creation of Sponsored Brand Video campaigns, saving advertisers considerable time when scaling these types of campaigns.

We hope this episode has provided you with insights into these recent changes and how they might affect your advertising and selling strategies on Amazon. Enjoy your Friday and have a fantastic weekend. See you on Monday!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Episode #48 - "Exploring the Cross-Channel Planner Beta for Amazon DSP 📈🛠️"

Summary: In this episode, we explore the Cross-Channel Planner Beta, a tool available for those with an active DSP account on Amazon. We discuss its features, how to navigate through it, and the possible benefits of using this tool for audience insights, targeting, and budget planning.

Welcome to Episode 48 of our Amazon Ads Raw Daily podcast, recorded this Thursday, the 29th of June. Today, we take a deep dive into the Cross-Channel Planner Beta tool available for those with an active Amazon DSP account.

Understanding the Cross-Channel Planner Beta: The Planner, still in its Beta phase, is available through the ad console. It's nested under the 'insights and planning' menu point alongside brand metrics, brand impression share, audience insight, and other DSP-related offerings.

• Creating a Plan: We walk through the process of creating a plan using the tool, starting with selecting the DSP advertiser, defining a population for the shopping funnel opportunity, and setting specific audiences for different awareness stages. Currently, the tool supports only the US market.
• Insights and Planning: After setting the plan, the tool calculates a cross-channel plan, providing an insight into the audience interaction within the selected categories, products, or audiences over the past 12 months. This offers a valuable retrospective view of audience behavior and reach.
• Additional Features: The Planner Beta tool allows for demographic analysis, category insights, lifestyle events tracking, budget planning, and reach forecasting. We discuss these features in-depth and their potential utility for advertisers.
• Suggestions for Improvement: While the tool provides excellent insights into reach and budget, we feel the inclusion of metrics like expected sales or units based on specific conversion rates could add significant value to the planning process.
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This episode offers a detailed walkthrough of the Cross-Channel Planner Beta, making it easier for you to understand its potential. Remember, tools like these are stepping stones in your advertising journey. Use them to enhance your understanding, refine your strategies, and boost your advertising performance. Have a wonderful Thursday, and see you tomorrow!

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Episode #47 - "Evaluating Advertising Strategies and the Importance of Contextual Understanding in Performance Marketing 📊🔍"

In this episode, we dissect the concept of "what works" in Amazon advertising and performance marketing. We delve into the importance of understanding the broader context when evaluating advertising strategies and the value of testing these strategies in various contexts. We also stress the importance of looking beyond advertising metrics to comprehend the overall impact on business.

Welcome to Episode 47 of our Amazon Ads Raw Daily podcast, recorded this Wednesday. Today, we delve deep into the conundrum of "what works" when it comes to Amazon advertising and performance marketing.

Evaluating Advertising Strategies: We start the conversation with a discussion around the complexity of defining "what works" in advertising, especially on Amazon. With my experience in performance marketing over the past decade, I highlight the lack of one-size-fits-all rules. The effectiveness of any strategy is contingent on multiple factors, such as product type, seasonality, and many others, making it challenging to prescribe universally applicable recommendations.

The Importance of Testing: We emphasize the necessity of testing practices in your unique context, adapting them to your product setup, and examining the results they yield for you. No piece of advice should be accepted wholesale, but it should instead be tested and validated within your individual business context.

Looking Beyond Advertising Metrics: In the discussion, I touch upon a common pitfall where agencies and advertisers focus too narrowly on advertising numbers, losing sight of the larger picture. It is critical not just to analyze advertising metrics but also to understand their influence on total revenue, profitability, unit velocity, bestseller rank, and organic ranks.

This episode stresses the need for proper testing, structured processes, and comprehensive analysis to successfully implement advertising strategies. And remember, don't follow others' opinions blindly, including mine. Instead, listen, think critically, form your own judgments, and continually learn.

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

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Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

Hosted on Acast. See acast.com/privacy for more information.

Thanks for listening and if you like the podcast make sure to subscribe!

Check out the YouTube Channel as well:

https://youtube.com/@AmazonAdsRawDaily

More Infos about the Me & the Podcast can be found here:

https://alexanderswade.com/amazon-ads-raw-daily/

Follow me on LinkedIn:

https://www.linkedin.com/in/alexanderswade/

Hosted on Acast. See acast.com/privacy for more information.