💡 Not All Amazon Advertising Agencies Are Created Equal

Would you hire any random general contractor off the street to do your bathroom remodel? Of course not!

Who you use for managing your Amazon ads is infinitely more important. Choose the wrong agency and you might not be able to afford that bathroom remodel anymore!

I can't tell you how often I get asked about who I recommend for this. The answer is Incrementum Digital. If you are spending $500/day in Amazon ads, it's time to make the leap to an agency and let them handle the rest.

Trust me, it's one of my regrets that I kept managing my ads for way too long. Oh, how I wish I could go back in time and use them sooner!

They work with many of my coaching clients as well as big names like Chosen Foods, Samsonite, Ruggable, and Martha Stewart (yes, that Martha). You'll be joining them and 500+ other brands.

I cannot recommend them enough. Because you read my newsletter, I can get you access to their founder and CEO AND get you 10% their services. Simply reply to this email and I'll make an introduction. You will be in good hands!

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🚀 This Week's Amazon Hack: MEGA Amazon Knowledge Drop

Amazon has rolled out so many new things over the past few weeks that I thought it would make sense to walk you through a few of the heavy hitters.

1- Custom Analytics Dashboard now gives you metrics that would have taken hours to calculate. Thanks to their new drag-and-drop setup, you can perform these calculations in seconds. It's easy to drown in this data, but a few metrics that I want you to look at are as follows:

💡 Promotion Sales from Units Ordered: This one is especially insightful because it tells you your total revenue your promos are driving for your brand. This one has pretty much been impossible to calculate inside your dashboard, but now you can see it after a few clicks. This will guide all future promotions for your brand and help you make operational decisions. So excited about this one.

💡 Promotion Discount Amount: Yes, you might know what you have offered as promos on your listings, but do you truly know the impact on your profit margin? The answer is a hard no. Well, not granularly. Now, you can! This metric gives you the exact amount of money they are saving on your deals, not just percentages.

2- Fee Explainers are here! I talked about this in a recent issue in the "Hot Sellers News" section, but I want to highlight it again. This was a very surprising transparency move by Amazon, and I'm still surprised they launched it. Under your Revenue Calculator and Transaction View, Amazon will now tell you exactly what the fee is, what affects the fee, and the exact math behind it. Basically, no more fee mysteries. Millions of sellers have asked Amazon to do this for many years, and we almost felt like giving up. I guess the persistence worked!

3- This is kind of a boring update, but a data-rich update. I'm sure you have been loving the Product Opportunity Explorer tool. Well, guess what? Amazon just unlocked two years of historical data. One year was great, but not nearly enough. I can't tell you how many times I've wanted to compare year-over-year growth for existing listings to know if I should launch a product in that niche. Now, you can. This is super helpful for analyzing natural revenue drops during the year. I mean, how many times have you seen historical sales data for a niche and wished you could see the year prior? Amazon is being very generous with this data!

4- Are you still awake? Good. I have two more for you. Your Subscribe & Save dashboard got a major facelift a few weeks ago. Amazon added some new metrics and charts to help you understand the performance of these customers. These customers are your most loyal customers, so if I were you, I would pay extra special attention to them and their data. Adjust accordingly.

5- Vine got an overhaul! And it's the best kind! Now, instead of launching with zero reviews and waiting months for your 30 Vine reviews to come in, you can launch WITH 30 Vine reviews! This is going to save you thousands in wasted ad spend. This is easily the most exciting update of the summer.

That's a wrap for my Amazon update brain dump. I like doing these from time to time just to keep you updated. Amazon is morphing into something truly special. They're actually listening to sellers for once.

🔥 Hot Amazon Seller News: RIP Google Ads

No, it's not April Fool's Day. Amazon legit just pulled out of ALL Google shopping ads. I'm glad I'm not the only one who is shocked by the news.

This means that there is now a once-in-a-lifetime window of opportunity on Google. Cost per click prices are plummeting, and billions of ad inventory are now open for your brand. The time to go after this is now. Honestly, I feel like this isn't viral news, so going after these ads with a tool like PixeMe makes a ton of sense. 99% of your competitors don't know about this change because they don't read this newsletter. You know what to do!

One other thing. Amazon LOVES off-Amazon traffic. By now, you should be leveraging social media traffic, but Google has always been one that tends to be ignored. That changes today. Your BSR is about to go to the moon.

Get excited.

Sorry, one more thing, haha. If you're reading this and think that all your Google ads should be pointing to Amazon, you would be wrong. You should also be sending a portion of your traffic to your Shopify site. Try 50%. Why? Email capture! As tempting as it is to send all this fresh traffic to Amazon, that would be the wrong move. You need to always balance out the need for Amazon traffic and building your off-Amazon email list. This is done through the stereotypical 20% off pop-up email capture that you are so accustomed to seeing on websites. Do not lose sight of this. It's critically important to build your own email list. We all know Amazon isn't going to give you your customer data!

Let's go!

Jon Elder

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