In this episode of The Ecommerce Braintrust, Kiri Masters, shares updates and reminders related to peak season dates, including Prime Day and Black Friday Cyber Monday. She also discusses a fascinating update about Amazon Marketing Cloud, focusing on three key points: Day Parting Settings, Geotargeting, and AMC Custom Audiences. These best practices offer insights for optimizing advertising strategies and maximizing performance on Amazon.

In today’s episode, Kiri talks about:

• Important Dates for Ecommerce Sellers

  • Reminder to send FBA and Multichannel Fulfillment Inventory to Amazon by October 26.
  • Importance of shipping inventory early due to potential carrier backlogs.
  • Example of inventory shortage in previous Q4 season.
  • Ensuring inventory arrives before cutoff dates to maximize advertising strategy.

• Updates on Amazon Marketing Cloud

  • Day Parting Settings: Report available in Amazon Marketing Cloud to view performance by hour. Testing showed slight increase in ROAS and Troas during non-midnight to 5 am hours.
  • Geotargeting: Focusing on specific areas of states or DMAs can lead to more visibility and better performance. Test combining geotargeting and day parting for optimal results.
  • AMC Custom Audiences: Creating an audience of customers who added products to cart but didn't make a purchase. Effective for reminding potential customers about the brand.

• Benefits of Amazon Marketing Cloud

  • Overview dashboard for analyzing customer journey and conversion paths.
  • Audience Insights for understanding shopper demographics, location data, and interests.
  • Using AMC Insights to segment targeting and optimize performance.
  • Success story of account's performance growth after incorporating AMC before Prime Day.

• Integration of DSP and PPC with AMC

  • AMC as an advanced reporting package suitable for Amazon DSP users.
  • Bringing together data from DSP and PPC to understand their impact on performance.