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🚀 This Week's Amazon Hack: Amazon unBoxed Recap

Amazon unBoxed has come and gone. I wrote this recap so you don't have to do any digging. Overall, it was kind of boring, but there were some interesting highlights. Let's dig in!

FINALLY, a unified campaign manager.

You can pop the champagne. After years of asking for this, Amazon finally delivered. Long gone are the days of two separate command centers to manage your sponsored products and DSP campaigns. It's all under one central hood now.

This unification is HUGE because it allows you to make real-time budget decisions on a second-by-second basis and not feel like you're flying blind anymore.

You will now be able to see cross-channel performance views. This is a mountain of great data now at your fingertips. No more silos!

Get ready to open up your wallet.

Did you think that Amazon was done asking you to increase your ad budgets? Bahahahahahaha, you're funny.

Amazon dropped a bombshell and introduced Sponsored Product Video, which shows up directly in search results. Read that again.

What's exciting about this advertising option is that beta testers saw a 15% CTR boost with these ads. That's your signal to start testing.

Some caveats:

-No audio in the video.

-You upload 2-5 product videos. Each one should focus on a feature of your product. Short and sweet is the name of the game here.

-Product should take up at least 50% of the frame in the video. Yours should be higher than that anyways.

-No text or branding. This is a pure video experience for customers.

-Once your video ads are live, you can adjust your bids like traditional Sponsored Product ads. Full granular control.

A boost to your defensive strategy.

God bless Amazon! How many times have you increased your ad bids for your OWN freaking brand name?! Honestly, it should be illegal. Sadly, it is not.

Amazon has addressed this and has launched a "lock-in" feature that allows you to set bids for your branded keywords. For example, if your brand name is "Texas Leather" and you want to lock in a bid for $.50/click for the keyword "Texas Leather wallets" you will now be able to. As this is a new feature, I would watch this closely and never trust it. I would imagine that Amazon is trying to create another cash grab here, so use this wisely and track your data like a hawk.

No, for the creepy stuff.

Amazon Sponsored Product Prompts...

Sounds benign, but it is SINISTER!
​
Rufus, as you know, is Amazon's customer agent who helps with finding products and making recommendations through answering questions.
​
That's all cute and all, but something very scary just happened.
​
Amazon weaponized Rufus. Let me explain.
​
Rufus does not simply wait to answer questions from customers. No, no, no. NOW, Rufus will generate questions it thinks customers might ask. Think of this like the Tom Cruise Orwellian hit Minority Report.
​
Amazon then makes you pay a fee to sponsor the answers to these AI-generated questions that don't even come from customers. Do you see how insane that is?
​
It's a money printer for Amazon. And ultimately, this is the 21st-century AI-centered reality. AI is going to make Big Tech an obscene amount of money. And guess where the money will come from? Yes, you, the brand owner.

To close, I will advise you as I always do. Never get too excited about Amazon announcements. Do what Ronald Reagan did.

Trust but verify.

Jon Elder

​Say hi on X or LinkedIn​

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