New and improved tools take center stage to help sellers succeed on and off the Marketplace platform


With Amazon Accelerate’s annual Amazon Seller Conference behind us, here’s a look at some of the new seller tools announced by the company.

Amazon Warehousing and Distribution (AWD)

This new service was actually announced before the conference, but Amazon discussed it in more detail at the event.

AWD will allow sellers to inventory master cartons in designated warehouses which can be split into individual units for sale and shipped to fulfillment warehouses when inventory is low.

This inventory strategy is a more economical approach to storing products while being integrated into Amazon’s logistics ecosystem.

Additionally, starting in 2023, sellers can also use AWD to ship orders to other fulfillment centers and non-Amazon retailers, allowing sellers to offer wholesale and distribution pricing for their products without having to manage their own warehouse.

Amazon AWD is now available for US sellers.

New Email Marketing Capabilities

To help sellers increase their email marketing reach for free, Amazon has introduced three new audience types to the Amazon Customer Engagement tool.

Now, sellers can expand beyond brand followers, reaching their most loyal customers, such as repeat customers, recent customers, and high-spend customers, when sending marketing emails. free.

With Amazon Customer Engagement Custom Audiences, sellers can also measure the success of their email marketing campaigns and customer engagement using performance metrics and reports, including open rates , click-through rates, emails delivered, opt-out rates, sales, and conversions.

It is also easy to use. Sellers select customer audience types, and Amazon will send marketing emails directly to those customers.

The tool will be available for free in Seller Central. The company plans to enhance design capabilities soon with custom HTML content and improved templates.

A+ premium content

Amazon also recently rolled out Premium A+ Content, an upgrade to the standard content management system (CMS).

This upgrade supports new, larger modules on product pages, such as video, interactive hover hotspots, image carousels, and Q&As, and is available for all brands worldwide .

Sellers must be registered brand owners to access this new feature. Learn more here about the criteria for using Premium A+ content.

Advertisement Buy with Prime Products on Amazon

Buy with Prime is a feature launched earlier this year, allowing sellers to use Amazon’s Amazon FBA fulfillment solution to integrate with independently operated Direct to Consumer (DTC) stores.

While there’s a bit more to buying with Prime than just using Amazon FBA, it effectively allows merchants to offer the levels of service and delivery that Amazon Prime members have come to expect without having to purchase the article on the Amazon shopping platform.

In addition to existing Buy with Prime features, sellers can now showcase their DTC products on Amazon with a new Buy with Prime page in their brand’s store.

This allows sellers to direct Amazon shoppers to these DTC products using Sponsored Brands, which are customizable advertisements for brands.

These Sponsored Brands ads can now appear in prominent places while shoppers search for products on the Amazon marketplace.

When a shopper clicks on a Sponsored Brands ad, they are taken to the brand’s Buy with Prime page. From there, buyers can preview product details and choose to buy the product directly from the seller, off Amazon, using Buy with Prime.

Together, Sponsored Brands ads and new Buy with Prime store pages help Buy with Prime sellers reach relevant shoppers on Amazon and direct them to their own DTC sites, the company said.

This new solution is currently available in an invite-only beta.

Buy with Prime Co-Branded Social Media Ads

Buy with Prime participants can now reach shoppers on Facebook and Instagram through co-branded social media ads funded and managed by Amazon, driving traffic to their DTC sites.

Shoppers will see ads from Amazon’s Buy with Prime page on Facebook and Instagram featuring specific sellers.

When the buyer clicks on the ad, they are redirected to the seller’s DTC site, allowing them to purchase directly from the seller using Buy with Prime.

This new feature is now available in an invite-only beta.

Buy with Prime Marketing Toolkit

With the Buy with Prime Marketing Toolkit, sellers can now leverage Amazon’s Prime brand value to drive buyers to their independently operated DTC site.

Using the toolkit allows sellers to display the Buy with Prime badge in their product marketing alongside their own brand.

Sellers can now show they offer Prime shopping benefits on their own DTC site, including fast, free shipping, a seamless checkout experience, and free returns on qualifying orders.

The Buy with Prime Marketing Toolkit is a free resource now available to participating sellers with active Buy with Prime product listings.

New analytics and additional data to help sellers succeed

Amazon has announced new features for Manage your experiencesthe tool that helps sellers optimize product page content to increase conversion rates.

In addition to the standard A/B testing options for titles and main images, sellers can now test bullet points and descriptions, as well as review machine learning-based recommendations for product images and titles to to increase conversion.

The company has also improved the Search Analytics Dashboard and Product Opportunity Explorer with new features, allowing sellers to better analyze marketing campaigns.

With the Search Analytics dashboard, sellers can now download search query and catalog performance data, as well as new ASIN-level details.

And with Product Opportunity Explorer, sellers can analyze customer reviews to determine which features they should build and prioritize when considering launching new products or modifying existing ones.

Advice on market products has also been enhanced to provide selection recommendations – identifying high-demand products – for US sellers looking to expand internationally in France, Italy and Spain.

Amazon says this new set of industry-leading tools makes it easier for sellers to leverage customer insights and analytics data to launch new products and increase sales.

Amazon launches Veqoo free delivery software

Acquired by Amazon earlier this year, Veeqo is a free multi-channel shipping solution to simplify e-commerce across multiple sales channels.

Amazon sellers can connect their popular selling channels, such as Amazon, eBay, Etsy and Shopify – access discounted rates on USPS, UPS, FedEx and DHL – to find the lowest shipping rate available based on the size and weight of the product.

Veqoo is now available to US and UK sellers announced by the company on Amazon Accelerate, with more features coming later this year. Learn more about the launch of Veqoo here.

Amazon Accelerate in review

These new enhancements and solutions from Amazon announced at this year’s Amazon Accelerate conference point to a broader strategy for sellers to use its vast logistics network to run all of their online business.

Amazon has not only improved seller experiences and selling opportunities in its marketplace, but gone beyond that.

It seems the company is realizing that while Amazon is generally a key sales channel for smaller online merchants, merchants are increasingly looking to expand their reach.

The e-commerce space has no shortage of tools and solutions that can help merchants leverage a multi-channel strategy. With these new tools and improvements, Amazon appears to be leaning on its logistics network to entice sellers to use its services instead.

The good news is that this Amazon strategy makes the company a one-stop solution for all e-commerce, allowing sellers to leverage company resources to quickly fulfill orders from their own DTC site or even other markets.

However, with Amazon being accused of copying high-selling products under one of its own brands, it also means Amazon gets more sales data. This could slow down the adaptation of new tools by some vendors.

Earlier this year, it was reported that Amazon was considering shutting down some or all of its in-house brands, but the company quickly pushed back, saying it had no such plans.

If the company went this route and shut down private labels, that would certainly make its offsite tools and solutions more attractive.

Overall, there was a lot to do with Amazon Accelerate. While some features are still in their early stages, Amazon continues to invest in its seller ecosystem and logistics network to make it easier to sell to small businesses.

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