
At unBoxed 2024, Amazon Ads introduced a suite of new advertising features designed to integrate insights from across the marketing funnel, helping advertisers optimize media investments. These capabilities make it easier for all advertisers—whether small businesses or large brands—to access and utilize Amazon’s full-funnel measurement and optimization tools.
“Our mission is to offer brands data-driven, machine-learning-powered tools to drive growth through easy-to-use platforms,” said Paula Despins, VP of Ads Measurement at Amazon Ads. The latest offerings aim to empower advertisers to accelerate product launches, optimize ongoing campaigns, and reach high-value customers more effectively.
Enhancing Product Launches and Reaching Key Audiences
As a leading destination for product discovery, Amazon helps brands launch new products efficiently. Their fully-managed new product campaigns place ads across Amazon properties, broadcasters, and publishers, delivering clear and consistent messaging. This multi-channel approach moves customers from awareness to purchase. On average, advertisers using these plans saw a 9% increase in weekly sales compared to those not using the service.
Additionally, advertisers can now re-engage shoppers who interacted with their streaming TV ads via Sponsored Brands and Sponsored Products. Audience bid boosting, powered by Amazon Marketing Cloud (AMC), allows advertisers to adjust bids for customers who have seen their ads, ensuring a more targeted approach.
Simplified Insights with Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) has introduced no-code solutions, extending advanced analytics to brands of all sizes. Two new AMC features, “high-value audience” and “optimal frequency” analyses, help advertisers visualize spending patterns and refine ad frequency to maximize ROI. For example, Honest Kitchen, a CPG brand, used AMC to adjust daily frequency caps, boosting impressions by 23% and product page views by 44%, all while keeping the same budget.
Measuring Attribution and Long-Term Impact
Amazon Ads also unveiled a multi-touch attribution model to help advertisers understand the relative contribution of each marketing touchpoint in driving conversions. This goes beyond last-touch attribution by analyzing interactions across streaming, browsing, and shopping signals. Advertisers can now measure the long-term impact of their campaigns, estimating future sales based on how well a campaign engages new customers.
With these innovations, Amazon Ads aims to streamline campaign optimization, providing marketers with a comprehensive, data-driven solution to improve performance across the funnel.
For more information on Amazon Ads’ latest announcements, visit ads.amazon.com.