Dear Amazon Sellers, Update Your Product Manuals Today!
AMZ Pathfinder
We help great brands scale with Amazon advertising | Amazon PPC Management | Amazon DSP Services | Amazon Store Builder
Hot off the Amazon Grill 🔥
Meet the Team Interview: Santiago
Dive into an exclusive interview with Santiago, whose unique journey from Chile to Scotland led him to become a pivotal team member at AMZ Pathfinder. After obtaining a Master's in Media Management from the University of Glasgow, Santiago blended his passion for literature, psychology, and sociology into his advertising career. His approach, honed through his learning experiences, is rooted in clear communication and data-driven insights. Santiago's daily work involves crafting and implementing effective strategies for PPC and DSP, focusing on deep data analysis in Amazon Marketing Cloud to optimize client success on Amazon. His belief in balancing numbers with understanding marketplace customer behaviors makes him a valuable asset to the team.
Read on and learn from Santiago's helpful advice for aspiring Account Managers and his perspective on the future of selling on Amazon.
Nerd Lounge 🤓
What an Amazon Ad agency needs to know in 2024
I spoke at a conference in Poland 🇵🇱 last week and noticed a recurring theme when speaking with sellers. Simply put, there can be a disconnect between objectives in advertising management and the overall goals of the business. This causes friction between agencies and their clients or the in-house teams that manage marketing and business leaders. Just because your ad agency is demonstrating a “good ACoS %” doesn’t mean that ads are making a meaningful contribution to the goals of the business overall. Advertising is a means to an end, and if that end is not considered and accounted for in the process of configuring your approach it can work at cross purposes with where you see the business at the end of the year.
A common example of this is profitable advertising leading to regular incremental increases in advertising budget. There is a time and situation to execute on this game plan but it is not right in all circumstances. As an agency focused on Amazon our job description has shifted from trying to find places to effectively increase spend and improve spend efficiency to that of figuring out where spend can be reduced while minimizing impact on the client's overall market share, rank and revenue. Think of it as a balancing act vs a steady increase.
The conclusion is that an Amazon ad agency needs not only to master the building and management of campaigns, but take a great interest in understanding how what they are doing fits into the larger picture. In the past, they might’ve said, “that's not within the scope of our contract” but washing your hands of these more complicated issues that are core to the eCommerce business model is not sustainable if you wish to retain clients. The bar has been raised, and simply providing ad services and acting like they exist in a vacuum is not going to cut it.
At Pathfinder that means we are in 2024 rethinking how we track profitability, CLTV and AOV metrics and how each of those figures into our daily optimization work, and engaging with clients on a regular basis to discuss these KPIs.
Save The Date 📅
MDS Inspire (March 3-5, 2024) in Las Vegas
If you've been selling on Amazon long enough, you've probably heard about the Million Dollar Sellers community and know they are one of the best seller groups out there. We'll be joining them at the MDS Inspire 2024 event in Las Vegas on March 3-5. We look forward to diving into a world where top Amazon sellers in the trenches everyday converge - all with the backdrop of The MGM Grand in Vegas! Even if you're not a member, tickets are available. It's also the same time of the month that Prosper is happening, so there are two good reasons to be in Vegas.
European Seller Conference (EUSECON) (March 13-16, 2024) in Prague, Czech Republic
50€ Discount code: AMZPATHFINDER50
Make sure to clear your calendars from March 13-16 for the European Seller Conference in Prague. This event is a prime opportunity for Amazon sellers to learn from industry leaders such as Ritu Java, Leo Sgovio, Matteo Lombardi and many more. You’ll gain valuable insights on utilizing Amazon's data effectively, enhancing workflows, nurturing a successful team culture and even a 6-month action plan for Amazon business growth. Here’s your chance to network with entrepreneurs from over 40 countries, participate in engaging workshops, and experience exclusive VIP events. Register now to tap into new growth opportunities and connect with professionals who share your ambition and drive!
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Amazon Trending Tidbits 📰
Amazon's Marketplace: A Thriving Hub of Veteran Triumphs and Newcomer Breakthroughs!
Amazon's marketplace is a dynamic environment where longevity and innovation coexist harmoniously. Sellers who have been part of Amazon for over five years contribute to more than half of the marketplace's Gross Merchandise Volume (GMV) in the U.S. This impressive statistic underscores the sustainable success and adaptability of long-time sellers amidst evolving market conditions and increasing operational costs.
Simultaneously, the marketplace welcomes thousands of new sellers daily, each bringing fresh perspectives and products. This influx of new participants contributes to the marketplace's growth without cannibalizing the sales of existing sellers, maintaining a healthy balance between newcomers and veterans. Data reveals that both old and new seller cohorts are equally vital, with sellers from ten years ago and those who joined last year each accounting for around 5% of the U.S. GMV. This equilibrium indicates a marketplace that is robust, competitive, and attractive for both seasoned and aspiring Amazon sellers.
Whether you're a seasoned seller or just starting out, this is your chance to understand the dynamics that make Amazon a robust, competitive platform. Read the full story now to stay ahead in the Amazon game!
Amazon Sellers May Need to Change Product Manual Settings
Amazon will now start implementing significant updates to the types of product documentation allowed on product detail pages. If you're currently using document types like 2D/3D CAD, Brochures, Comparison Charts, or FAQs, it's time to reevaluate your approach. This change aims to standardize listings and enhance customer experience by limiting certain document types. Discover how you can adapt your product information to comply with these new guidelines and maintain the effectiveness of your listings. Learn which document types will be unsupported, how to transition your existing content, and the best ways to use supported document types like 'User Guides' to keep your product details comprehensive and user-friendly. Click here to read the detailed update and ensure your Amazon listings stay top-notch!
Thank you for reading!
- Brent
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