Amazon Makes It Official: The Prime Early Access Sale Is Slated For October 11-12

This week, Amazon confirmed rumors of a second Prime Day-like sales event titled the Prime Early Access Sale with a press release announcing the event. As previously reported, the Prime Early Access Sale will take place for 48 hours on October 11th and 12th.

The Prime Early Access Sale marks the first time the e-commerce superpower will hold two major sales events in one calendar year. However, it’s not the first time Amazon has held a major sales event in October, as Prime Day 2020 took place from October 13th to 14th after being pushed back from its usual July date as a result of the COVID-19 pandemic.

After years of wondering if or when Amazon would look to go beyond Prime Day for annual sales holidays, the Early Access Sale appears to answer those questions. But what exactly is the Prime Early Access Sale, and what can Amazon sellers expect?

Part Prime Day, Part Black Friday?

Perhaps the most notable part of the announcement outside of the announcement itself, is it appears to serve as a kickoff for the quickly approaching holiday season.

“We are so excited to help Prime members kick off the holiday season with Amazon’s new Prime Early Access Sale—an exclusive opportunity for members to get deep discounts on top brands we know they are looking for this time of year. And members can start enjoying exclusive Prime benefits and offers now, plus find gift ideas for the family with our holiday gift guides and this year’s Toys We Love list.”

Jamil Ghani, vice president of Amazon Prime

A significant chunk of the press release focuses on kicking off the holiday season with access to thousands of deals exclusively for Prime members. While Black Friday has long served as the unofficial beginning of the hectic holiday season, the Prime Early Access Sale seeks to get the party started six weeks before Black Friday.

Additionally, shopping for the holidays a little earlier this year may have additional benefits beyond saving a few bucks during the promotional period. Due to the uncertainty brought on by the COVID-19 pandemic and ensuing supply chain disruption that continues to have ripple effects, crossing items off your shopping checklist over a longer period helps smooth out the always-chaotic holiday blitz starting on Black Friday and lasting for weeks.

More Money, More Benefits

This year, Amazon announced a price hike for the first time in years for their signature Prime subscription for customers, with rates going from $13 per month to $15, and $119 annually to $139.

The Prime Early Access Sale indicates the subscription’s price hike comes with additional benefits, so the roughly 160 million Amazon Prime subscribers get more bang while spending more bucks.

One of the most ballyhooed benefits recently added to the Prime membership is GrubHub+, with rewards and savings on the popular food delivery service. While this may not appear like news for Amazon sellers, the additional benefits outside of the Amazon marketplace for Prime members only makes the consumer base grow even larger. With benefits such as the aforementioned GrubHub+, Audible, Prime Video, Amazon Music Unlimited and countless more perks, the Prime membership base is strong and strengthens the Amazon marketplace further.

Full Steam Ahead Into 2023

Although the event’s existence had been hinted about, the official announcement adds intrigue to what should be an interesting Q4. After two years of uncertainty and constant disruption, things are as close to “normal” as they’ve been in years.

While concerns about consumer spending linger internationally, the Prime Early Access Sale and subsequent holiday season provide a worthy source of optimism for Amazon sellers looking to close out 2022 on a positive note.

Even if the time for you to prepare for the Prime Early Access Sale is ticking, it goes without saying that sellers should not shrug off tactics to maximize visibility and sales during a period of skyrocketing sales.

Because it’s the first-ever Prime Early Access Sale, it’s difficult to know what to expect. However, if Prime Day is any indicator, this has the potential to be absolutely massive.

Amazon Prime Day sales by year, since 2015.

For Prime-eligible products, sellers can submit a Prime Exclusive Discount or Coupon before October 11, 2022 to participate in the Prime Early Access Sale.

Any measure sellers can take to put their product in a position for success should be taken, as a wave of sales during the event is sure to put you in *ahem* prime position to ride a wave of sales through the holiday season.

Consider what quick opportunities you can take to refine your business, from pricing to your product description to advertising. Now is the perfect time to check out tools like Competitor Intelligence, Viral Launch’s tool that gives you unparalleled insight into your competition so you can out-smart the competition and stop leaving dollars on the table.

Amazon Advertising: Zoom In On Product Level PPC Performance & Take Action With Kinetic

Amazon Advertising can be a complex topic, but Viral Launch’s Amazon PPC platform Kinetic simplifies your performance so you can stop wasting money on inefficient ad spending and maximize profits.

In a recent update, Amazon announced certain ASIN-level metrics added to their Brand Analytics dashboard in Seller Central.

“With the launch of ASIN view, you can measure the search performance of a specific product by metric, such as clicks or conversion rate, within a selected time frame.”

– Amazon Seller Central announcement

Before this addition to the Brand Analytics suite, you could only find ASIN-level data and metrics through Viral Launch’s Kinetic PPC tool. While the addition certainly assists sellers, it’s a far cry from what Kinetic is capable of when it comes to capabilities like data fetching and rule-based automation that optimize your campaigns at the ASIN level.

How to use Product View in Viral Launch’s Kinetic PPC platform.

Optimize your Amazon PPC campaigns at the product level

Kinetic’s main benefit is the ability to make rule-based automations that trigger when a set of selected criteria is met. These capabilities provide endless possibilities. With pre-set rules to get beginners pointed in the right direction and plenty of custom rules for PPC experts, it truly is the single tool for newbies and PPC wizards alike.

For example, suppose you’re running an ad and want to target keywords with small-to-medium search volume because they’re less expensive than their higher-volume counterparts but fear overspending on low-volume. In that case, you can set your limits on search volume estimates and create campaigns that automatically shut off if a certain level of unprofitability is met.

On the other hand, suppose a campaign for another product is absolutely crushing it. You can set it up for successful campaigns to increase spending for your best keyword or ASIN-targeted campaigns and appear more frequently in your most successful positions.

In either condition, Kinetic’s product-level PPC data and automation assists sellers with skyrocketing their most successful campaigns and halt unprofitable ones.

Kinetic showcases a comprehensive collection of data points for your product for you to take action on with the push of a button.

With integrations from the rest of the Viral Launch suite pulling invaluable data such as search volume estimates, suggested PPC bids and recommended keywords, Kinetic provides critical data points to make your campaigns easier to run and much more data-informed.

Not to mention your most crucial, personalized sales data points can be quickly discovered in Kinetic. PPC Sales, PPC spend, RoAS, ACoS, conversion rates, organic and sponsored rank and much, much more are all automatically tracked for your campaigns and can be seen at the product level for PPC.

All of this data goes a long way when it comes to running your ad campaigns. Not only does this simplify the data to make more data-informed decisions, but they also assist with seeing why and how they’re succeeding or not. In an easy-to-view, easy-to-navigate platform, you can see the performance at a very broad level, or zoom in for a more granular view of how your product performs for specific keywords and similar or complementary ASINs.

Start improving your PPC performance today

Dig into Kinetic PPC for campaign and product level PPC data and automation like you’ve never seen before.

While Amazon’s recent addition of displaying product-level PPC performance in Brand Analytics marks a step in the right direction, it’s only a fraction of the data, automation, integration with other tools and strategic assistance provided within Kinetic.

Kinetic makes it easier than ever to supercharge your PPC campaigns and understand your product performance like ever before. For more information, check out our guide on How To Use Kinetic PPC for your first step in becoming a PPC guru.

As PPC becomes an even more significant tool in the Amazon seller arsenal, it’s even more critical to have the intelligence advantage. Now that every brand-registered Amazon seller has easy access to ASIN-level data in Brand Analytics, it’s as critical as ever to gain the edge with the advanced metrics and actionable automations available in Kinetic.

Want to stop wasting advertising spending and run more efficient campaigns? Of course you do! See what Kinetic can do for you! Sign up for your free Kinetic trial today to start running more efficient, more profitable campaigns.

Amazon Announces 2022 Holiday Peak Fulfillment Fee for FBA Program

During the busiest time of the sales calendar, Amazon sellers are likely to experience rising costs.

Amazon sellers who utilize FBA can expect an additional uptick in their expenses, according to a recent update in Seller Central. Amazon announced a 2022 Holiday Peak Fulfillment Fee for US and Canada FBA sellers that will take place from October 15, 20222, to January 14, 2023. On average, the fee will be an average of 35 cents USD per item.

In the announcement, Amazon cites increased operating costs throughout the supply chain during the peak holiday period as the culprit for the fee increase. It also states that while rising costs in the supply chain have always existed during the busy holiday season, Amazon previously absorbed the costs. Due to already rising prices in the market, the company decided to implement the timebound fee, almost literally passing the buck onto FBA users.

An FBA vs. FBM comparison to help you find out which method is right for your business.

The notice states that Amazon’s fulfillment fees during this peak period will remain 30% less expensive for slower standard shipping methods when compared to other third-party logistics providers, and an average of 70% less expensive than comparable two-day shipping alternatives.

Perhaps most notably, UPS, FedEx and the United States Postal Service have also announced increased surcharges for roughly the same time period, which Amazon accurately stated is a regular occurrence for service providers supporting businesses and customers during the hectic holiday season.

Suffice to say, sellers utilizing the FBA program aren’t happy taking on elevated costs that eat away at profit. Nonetheless, there appeared to be a few different perspectives regarding the 2022 Holiday Peak Fulfillment Fee.

One Amazon seller expressed dissatisfaction with the change and outlined its impact on their business.

Another communicated their aversion to the change while stating their understanding.

The change also marks the second time this year that sellers have been hit with an unforeseen fee, with the first being a 5% inflation surcharge in April due to rising fuel and inflation costs.

If the past couple of years has proven anything, it’s that the ability to adapt to market changes on the fly to overcome cannot be understated in the Amazon marketplace. As is the case with many aspects of life, the only constant in the Amazon marketplace is change, and the ones who can strategically conquer the conditions will be rewarded.

Will you be passing these costs on to the customer? Will your competitors? Depending on your product market and business accounting, you may want to consider making calculated changes to your business to mitigate or neutralize the effects of rising rates.

Take advantage of game-changing data provided by Viral Launch’s software to come out on top in your market. Tools like Market Intelligence and Competitor Intelligence allow you to observe your competition in the market, or zero in on specific ASINs to monitor their gameplans for approaching elevated costs.

Spy on your Amazon rivals with Competitor Intelligence to monitor the impact of this change on the market.

As always, we highly recommend monitoring Amazon news and updates closely, as critical changes happen regularly, allowing you opportunities to streamline your business and emerge better than ever in your market to rake in the profits.

For more specific information on which aspects of the 2022 Holiday Peak Fulfillment Fee apply to your business, check out the following Seller Central resources to see how the upcoming changes will affect your business.

Amazon Prime Day 2022 Was The Biggest Prime Day Ever — And Small & Medium-Sized Businesses Took Advantage

Despite mounting concerns about inflation, Amazon Prime Day 2022 staked its claim as the “biggest” Prime Day in Amazon’s history, according to Amazon.

At this point, it should come as a surprise to no one that Amazon Prime Day stands out as one of the premier shopping events on the calendar. But the shopping holiday further solidified its spot even further with a blockbuster 2022 showing.

Setting sales records in 2020 and 2021 in spite of a global pandemic that wreaked havoc on supply chains and created an uncertain future on the shopper side, Prime Day continued to prove its status as a market force in the face of inflation concerns in 2022.

Prime Day 2022 Fun Facts

  • Prime members worldwide purchased more than 100,000 items per minute during this year’s Prime Day event.
  • Customers in the U.S. used Prime Day to celebrate summer, purchasing more than 1.2 million pairs of sunglasses and more than 1 million swimsuits
  • Some of the best-selling categories in the U.S. this Prime Day were Consumer Electronics, Household Essentials, and Home
  • Prime members worldwide did the most shopping from 9 a.m.—10 a.m. PT on Tuesday, July 12 during the entire Prime Day event
Global Amazon Prime Day sales from 2015 to 2022 via Statista

As the ever-changing market ebbs and flows, it’s apparent Prime Day has become unassailable as a sales mega-event that brings billions of dollars into the Amazon marketplace during what was previously a lull in the retail calendar.

Zeroing In On The Prime Day Sales Bump

Using Viral Launch’s Keyword Research and Market Intelligence tools, we can get a more zoomed-in view of how the Prime Day bump can impact a product market.

For example, let’s look into a top-selling product that goes hand-in-hand with the millions of swimsuits and sunglasses: water bottles. More specifically, the insulated water bottles that keep your drink cool when the weather heats up in the summertime.

Search volume for “insulated water bottle” spikes in July. Data via Viral Launch’s Keyword Research tool.

It’s safe to assume that the warm weather of the summer will lead to scorching sales of insulated water bottles, but Prime Day boosts interest in the product to a new level.

Viral Launch’s Market Intelligence tool shows a significant jump in average sales over the past 90 days since Prime Day for insulated water bottles.

In the image above taken from Market Intelligence, you can see a small dip before Prime Day, followed by a sizable uptick in sales from customers thirsty for a good deal.

The data detailed in the Estimated Sales Trend graph represents the average monthly sales using the previous 30 days for a running average. The quick rise in sales after July 12 that continues to grow before a small drop represents the 30 days of sales including the two-day Prime Day.

As a marquee sales event, Prime Day represents a tremendous opportunity for third-party sellers to break through and prosper like never before.

We were thrilled to be part of the Amazon Prime Day promotion of small businesses, and we experienced a 326% increase in sales during Prime Day.

Renee Manzari, founder and CEO of Livity Yoga, a sustainable yoga brand based in Baltimore, Maryland.

This quick infusion of sales can be a huge boon for a profitable summer with long-lasting results. In addition to escalating sales, Amazon businesses can ride the wave of sales towards receiving coveted reviews to boost consumer trust and see a rise in organic rank to boost visibility as the holiday season approaches.

Small and medium-sized Amazon sellers crush Prime Day

Amazon’s Small Businesses to Win Big Sweepstakes, which ran from June 21st through the conclusion of Prime Day on July 11, brought massive sales to smaller online businesses, resulting in more than $3 billion in sales on more than 100 million items. During the promotion, customers were incentivized to shop with smaller storefronts by receiving entries into sweepstakes for prizes such as an all-expenses-paid trip to the Super Bowl and exclusive merchandise, among other rewards.

The promotion’s existence and substantial success lend credence to Amazon’s commitment to smaller and medium-sized sellers, as they have repeatedly stated that smaller businesses are an essential part of their greater success.

“We made a bet that bringing selling partners into our store would not only be a win for customers … but it would also be a win for small businesses …”

Dave Clark, CEO Worldwide Consumer, Amazon

Time and time again, Amazon is sure to call out and create programs targeted at helping smaller businesses succeed. Between 2019 and 2020, Amazon invested more than $30 billion in various programs, services and tools for the growth of its small businesses.

In Amazon’s Q2 2022 earnings report released on July 28, Amazon reported third-party sellers account for 57% of all items sold on its platform, the highest percentage ever reported.

Is Now Your Time To Get In The Game?

With so much positive momentum for third-party Amazon sellers, there may not be a better time than now to get off the sidelines and venture into the world of selling on Amazon.

As e-commerce continues to assert itself as the preferred method of shopping and Amazon Prime’s subscriber base in excess of 150 million and growing, it’s clear Amazon’s robust marketplace is the place to be for those looking to try their hand at entrepreneurship.

For those interested in starting their own online business, sign up for your free trial of Viral Launch’s comprehensive software suite, with invaluable insights and sales data to kickstart and maintain your Amazon business.

And don’t forget to check out our handy guidelines to becoming an Amazon seller to help you understand the Amazon terrain and avoid common roadblocks on your journey to entrepreneurial success. With years of experience closely tracking and monitoring millions of Amazon products and assisting thousands of sellers succeed in the Amazon marketplace, we’ve got the goods to fast-track your booming online business.

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Amazon Prime Early Access Sale: Could It Be Prime Day 2.0?

Photo by Nataliya Vaitkevich on Pexels.com

According to a report from Insider, Amazon sellers reaping the benefits of July’s annual Prime Day may not be waiting too long before another retail holiday to boost sales. Leaked documents from Amazon detail plans for a potential Amazon Prime Day-like sales event in October named the Prime Early Access Sale.

While we can only speculate at this time, the “Early Access” name may imply an opportunity for Prime members to receive early access to the following month’s Black Friday deals. Amazon sellers will surely want to pay attention to more information about this potential sales event as more information becomes available.

Veteran sellers will remember this would not be the first major sales event in Amazon history held in October, as the COVID-19 pandemic pushed back Prime Day 2020 from its usual mid-summer date to October 13th and 14th.

How major could the Prime Early Access Sale be?

“This event is one of the best deals events of the year and Prime members would be crazy to miss it,” one document said. Also according to the Insider reporting, some third-party sellers report receiving invitations to submit deals for the event.

Whether officially billed as a precursor to Black Friday or not, an Amazon-led sales event in October could mark the unofficial kickoff to the holiday shopping season. 

Seemingly since the massive success of the initial Prime Day in 2015, speculation has persisted that Amazon could add a second major sales event. The duration of Prime Day has slowly increased from 24 hours to 48 hours in 2019, which is the current span of the sales period. After years of establishing Prime Day as one of, and perhaps the most important shopping event on the calendar, Amazon may be looking to the next idea to expand its reach in e-commerce.

After a period of unforeseen and fortuitous growth in the wake of the coronavirus outbreak, the re-opening of brick-and-mortar retail and a downturn in consumer spending have served as a reminder that meteoric growth can’t sustain linear growth forever.

By adding a second signature sales event, Amazon could provide some juice for third-party Amazon sellers to bolster sales heading into the very busy holiday season.

After yet another colossal Prime Day in July during which 24 countries participated in days of deals, any Amazon promotion should be prepared for and meticulously planned for, as it can skyrocket sales and make a tremendous difference in your bottom line.

The timing of the event adds even more weight to this opportunity, with the potential for an avalanche of sales and reviews to enhance visibility for your product and make your product more appealing to shoppers in the run-up to Black Friday and the ever-so-crucial holiday season.

The addition of a second major sales date before the busiest time of the year could be a much-welcomed accelerant to bolster sales.

Stay on top of Prime Early Access Sale updates and Amazon seller news by subscribing to our email list!

Amazon Advertising: New Budgets Page Feature In Beta

On Tuesday, Amazon announced a new feature for the Advertising console, the Budgets Page (beta). While the new feature hasn’t generated much buzz, it should be on the radar of every Amazon seller utilizing advertising. It comes with some powerful performance insights and actionable steps being added to their Seller Central account.

The value proposition of the new Budgets page is the powerful data points that allow individualized metrics and estimates for your campaign. Within this page, you can see the average time your campaigns were in budget. It covers estimates on missed sales, missed impressions and missed clicks in the time that the campaign was out of budget.

With the data provided on the page, this will also provide a recommended daily budget for each of your campaigns. It covers the goal of optimizing ad spend, and the option to apply those recommendations.

Amazon claims they are able to provide estimated missed sales, missed clicks, and missed impressions through Amazon’s machine learning technology based on historical performance.

The Potential

The potential of these estimates and metrics can go a long way for Amazon sellers looking to get the most advertising bang for their buck. Access to this information (for free) is a huge advantage for savvy sellers looking to maximize advertising efforts. Knowing how many sales you could be racking up in the time your ads are inactive would theoretically answer any questions or concerns about the efficiency of your campaigns.

It’s important to remember that the majority of these metrics are estimates. These estimates could eliminate much of the guesswork when creating and optimizing PPC campaigns. If accurate, you won’t have to wonder how many sales, clicks, or impressions were left on the table while a campaign ran out of budget.

In theory, Amazon is able to monitor your advertising campaigns over time. Plus, be able to create estimates on performance if they were to run in perpetuity.

Additionally, Amazon sellers can see which campaigns are running out the quickest, compare actual budget to recommended budget, and more.

Where can I access the Budgets page?

Sellers can find the brand new Budgets Page (beta) in a few different ways:

  1. Within Campaign Manager, select the Budgets page.
  2. Download the data into a report within the Report Center of Seller Central.
  3. Set up a subscription within Seller Central to have the results emailed to you.

Within the Reports page, information and data will be available beyond the limits of Campaign Manager, which displays information from the last 90 days.

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Summary

The new Budgets page should be something to keep an eye on for any sellers advertising on Amazon. Tracking the campaign estimates for accuracy could greatly benefit sellers in regard to maximizing return on ad spend.

Monitoring estimates and tracking performance when taking suggested actions will certainly be interesting. We’ll be sure to monitor the new page as more information becomes available.

Overall, it becomes the latest addition to the Advertising Console’s busy 2021, which has been a central point of emphasis for Amazon. The amount of time, attention, and energy paid by Amazon into revamping the Advertising Console should speak volumes as to where the future of Amazon is headed.

If you haven’t begun advertising through PPC on Amazon yet, don’t wait too much longer to start creating your campaigns. With plenty of new tools and features, there are many resources to help you get started.

Check out our Amazon PPC Playbook for absolutely free to hit the ground running with Amazon Advertising.

What do you think of the new Budgets page and how do you plan on using it? Feel free to join the conversation and let us know!

Amazon Seller Podcast: Conquering Amazon PPC with Sumner Hobart

We spoke with expert Amazon seller Sumner Hobart to discuss Amazon PPC best practices for beginners and pros.

When stepping back to notice big picture Amazon trends, the continued emergence of Amazon Advertising stands out. It is one of the biggest takeaways from the past few years.

While Amazon Advertising has skyrocketed, it still may be in its early stages. Analysts speculate Amazon Advertising may be a $600 billion business within the next 2-3 years. It is safe to say Amazon PPC is here to stay.

Conquering Amazon PPC is shifting from an elective skill to a prerequisite for success as a seller. In the not-so-distant future of selling on Amazon, the arms race for dominating a market will likely be through advertising.

Because PPC is transitioning from the elective stage, it’s still a facet of selling that gives many sellers headaches. But fear not, and try to view this as an opportunity, not a roadblock. By gaining PPC knowledge and experience now, you can distance yourself from the competition for short-term gains and long-term dominance.

To help, we chatted with Sumner Hobart, an Amazon PPC maestro who has utilized PPC to power his business and change his life through FBA. Tune in as we pick his brain to break down Amazon PPC tips and tricks on your way to advertising like a pro!

HIGHLIGHTS

Get to know Sumner and his story of how selling on Amazon helped transform his life. (0:00)

Selling via FBA has changed so many lives, helping them live out their dreams through entrepreneurship. We say hello to Sumner and get to know his story from his experience before selling on Amazon, how he got into it, and how he turned it into a rewarding career and lifestyle.

When should sellers start running PPC campaigns? (5:22)

One common refrain we’ve heard from sellers considering making the leap into PPC is that they don’t think the time is right. We chat with Sumner to hear about his path in PPC and how sellers can know if they’re ready or not to introduce their product to ads.

What goals should sellers new to PPC be considering to determine success? (14:30)

Not all campaigns are created with the same goals in mind. Sumner explains the primary objectives behind PPC campaigns, and discusses what steps you take to accomplish these goals through ad campaigns.

Sumner shines a light on which campaigns outside of the norm should sellers examine in PPC and how to put them into place. (26:34)

After explaining some of the basic PPC campaigns, we dive a little deeper with Sumner on more niche campaigns. While the basics are tried and true, sellers can find more success and learn more about their performance by getting a little more creative ith their campaign structures.

Does driving external traffic play a role with PPC? If so, how can a seller integrate it into their strategy? (44:37)

Over recent months, the emphasis on driving external traffic has been further incentivized by Amazon. In terms of overall strategy, the ability to drive traffic from outside of Amazon continues to rise as well. Building a following on social media, growing an email list of potential customers, or driving traffic through ads from Google, Facebook, TikTok, or other spaces outside of Amazon can be extremely valuable.

Sumner breaks down how driving external traffic and PPC can go hand-in-hand to strategically grow and scale your Amazon business to new heights.

A huge thanks to Sumner for chatting with us and sharing his expertise. You can stay in touch for more helpful FBA gems by connecting with him on LinkedIn, or pick up tricks of the trade through his selling courses.

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Beginner’s Guide To Selling Amazon Products on TikTok

Over the past couple of years, TikTok has skyrocketed in popularity. Here’s how you and your Amazon business can create ads to leverage its growing user base.

During TikTok’s rise, many Amazon sellers were understandably wary about investing time and money into advertising on TikTok. Social media apps don’t pop up as frequently as they once did. Social media sites are notorious for being here today, and gone tomorrow.

When a newcomer to the social media scene pops up and experiences success, it doesn’t take long for the social media giants to integrate the new popular feature into their site to eliminate any advantage newcomers may enter with. Vultures were circling around TikTok when government intervention threatened the app’s livelihood in the United States.

With so many responsibilities on an Amazon seller’s plate, they don’t have the time to become well-versed in an app that may have the staying power of the fidget spinner.

After it all, TikTok still stands tall.

With over 600 million users and steady growth, TikTok is the most downloaded app of 2021 and remains a heavy hitter in social media with a growing advertising platform.

And in case you were ever questioning the investment of time, energy, and money into advertising on TikTok, Amazon’s recent Brand Referral Bonus Program adds an extra incentive for those who drive sales from outside of Amazon.

So how can you start creating TikTok ads to boost your sales and take advantage of the bonus program? Let’s take a look at the ad types, how to monitor ad performance, and some tips for getting started.

Ad Placement Options on TikTok

At the time of this post, there are five types of ad types for advertisers to choose from on TikTok.

In-Feed

Users encounter in-feed ads when scrolling through videos on the “For You” page, which caters content to the user’s viewing history via TikTok’s algorithm. These ads contain a call-to-action functionality, so you can urge users to visit your web store, download your app, etc.

TopView

Considered prime digital real estate, TopView ads appear when users open up TikTok and boast sight, sound, and narrative functionality. Because of this, they are generally very expensive and more commonly used by prominent brands.

Brand Takeover

This ad type appears for users when first opening the app and stay true to TikTok’s initial idea with a 3-5 second, sound-off video. Exclusive to one advertiser per day, Brand Takeover ads are ideal for increasing brand awareness.

For these ads, the entire screen becomes clickable to an external or internal destination of your choosing. Designed to be rare, these ads are likely infrequently used by Amazon sellers with the exception of mature brands with larger storefronts.

Branded Hashtag Challenge

There’s a decent chance your first exposure to TikTok came via the app’s challenges, which go viral frequently. These challenges typically give users a template to create fun, shareable content. Perhaps the most successful example of the power of the app’s challenges is the song “Old Town Road” by Lil’ Nas x.

The genre-bending song and its easily distinguishable sound provided fertile ground for viral videos, which helped catapult the catchy song into the top spot on the Billboard Hot 100 for 19 consecutive weeks.

These ads appear via in-feed video, a featured banner on the Discovery page, and on a special page for Hashtag challenges, where users go for content ideas. Up to 15 seconds in duration, these sound-on ads help increase brand awareness and have limitless potential for engagement.

Branded Effects

A unique type of advertising, Branded Effects ads provide digital stickers, filters, and special effects for use in videos. Essentially, brands create their version of a Brand Kit for users to use in their content. When used, it allows your brand to be added for easily shareable content by TikTokers.

Whichever ad type(s) work best for you are dependent on the goal of your campaign, targeting structure, size of your business, and budget.

How Do You Get Customers To Amazon?

Engaging content, a click-worthy product, and Amazon Attribution!

When setting up your advertisements on TikTok, be sure to utilize Amazon Attribution.

Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon. With these insights, you can discover new ways to grow your business on Amazon by optimizing experiences off Amazon.

Amazon

In order to benefit from the aforementioned Brand Referral Bonus Program, the ads must utilize tracking from Amazon Attribution. These links will help measure impact, optimize your strategies based on results, and improve your planning on future campaigns.

At the moment, Amazon Attribution is exclusively available to professional sellers enrolled in Amazon Brand Registry in the United States, Canada, Germany, Spain, France, Italy, and the United Kingdom.

Tips for Creating Ads That Generate Engagement

While it’s every brand’s dream for products to catch on via TikTok, one of the most challenging aspects is the lack of control on the internet. All you can do is great ads that best represent your business and hope it connects with viewers. But once it’s done and sent out, who decides what goes viral amongst the endless amount of content?

The answer is nobody, but also everybody. On TikTok, trends can start anywhere. Dances to obscure songs by teens with small followings can catch on, while challenges created by famous celebrities with large followings like Jennifer Lopez can fall flat.

With that said, there are a few general rules to consider while creating ads that are more likely to connect with an audience for the right reasons.

Be Authentic

Since TikTok is largely a youthful audience, it can be tempting to overcompensate with ads that can end up with cringeworthy results.

If there’s any audience that can spot an imposter or a brand trying a little too hard, it’s younger people. More than most target markets, the youth know when they’re being lied to or when they’re being used.

Don’t be this guy.

Of course, you’ll want to stick with the fundamentals of advertising and “speak the language” of your audience. Stay true to your brand voice without coming off as fake or inauthentic to ensure your message is well-received.

Make It Interesting, Quickly

TikTok’s penchant for quick content even birthed the term “The TikTok Generation” when referring to Gen Z or younger audiences with dwindling attention spans. If it isn’t interesting quickly, then it gets tuned out quickly.

With this being the case for content users choose to watch, it’s even more true for ads placed in front of them. Don’t waste time setting up a big payoff in your video, or else it will alienate a significant chunk of users who will be counting the seconds until they can swipe away.

Start off with a bang to capture the user’s attentiveness, educate and entertain afterwards, and finish with a strong call-to-action to close the deal.

Use Attractive, High-Quality Visuals

Since many users create content using only their cell phone cameras, it may appear the barrier to entry is low. Anyone with a decent cell phone can create a video.

However, the bar for production value has been upped a few notches. With light rings, camera stands, and various other recent inventions to upgrade the visual and sound quality becoming more commonplace, don’t cheap out on your production.

Attractive aesthetics and pleasant sounds are the standard for desirable content on the app, so ensuring it meets and surpasses the viewer’s expectation is the bare minimum to draw them in.

Track Your Results and Optimize

As with most new ventures, hitting some speed bumps as you get started should be expected no matter how much research and effort you put in. While researching before making the leap into TikTok advertising can remove or minimize mistakes, you’ll quickly learn what works and what doesn’t work for your product in TikTok’s environment.

Tracking and monitoring key performance indicators and results can go a long way towards optimizing your long-term ad approach. Replicate what works and diagnose why certain ads aren’t delivering peak results to optimize your ad performance.

Work With The Experts (Influencers)

https://www.tiktok.com/@teresalauracaruso/video/6979345054611557637?is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=6956272735245862406
Many influencers show off their favorite products and provide a link to their favorite items for followers to purchase from.

As always, it’s never a bad idea to work with those more knowledgeable than you. If you’re brand new to TikTok, one way to mitigate your lack of experience can be getting in touch with an influencer who makes sense within your niche.

Summary

For Amazon sellers, there may never be a more rewarding time to start advertising on TikTok than now. With extra traffic and sales, the Brand Referal Bonus Program incentivizing sellers with extra money, and a growing advertising platform, this is a prime opportunity to start advertising on TikTok.

Sign up for TikTok for Business, set up those Amazon Attribution links, and formulate your content strategy to become the next viral hit and start raking in the money!

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Amazon Launches Brand Referral Bonus Program

Want to make some extra cash through Amazon? Of course you do! Here’s how.

On July 15, Amazon announced the launch of a new Brand Referral Bonus Program. Available exclusively to brand owners enrolled in Brand Registry, the program further incentivizes sellers to accelerate growth from referral traffic.

In short, Amazon is giving you even more reason to level up your external traffic. Not only will registered sellers be able to profit by driving promotions from outside of Amazon, they’ll effectively be able to earn even more money from these sales.

Amazon estimates that on average, registered brands can earn a 10% bonus from qualifying sales. The bonus rate depends on the category for each product, with minor variables such as shipping and gift wrapping charges.

Before you start bumping up your marketing efforts, be sure to register for the program and then Amazon Attribution. For sellers already registered in Amazon Attribution, traffic from previous tags will still qualify for your bonus. Once you’ve registered for the bonus program.

Once you’ve successfully accomplished those tasks, you can create tags through Amazon Attribution. That will track your performance and your bonus. Without Amazon Attribution tags, traffic will not count as qualifying credits toward your eventual bonus.

For those who are interested in monetizing traffic to their Amazon listings but don’t own a brand, the Amazon Associates program presents a similar opportunity. It works by providing commissions for purchases brought in by their marketing efforts.

As you begin to see sales as a result of your external marketing efforts, you’ll be able to find and monitor your bonus amount. It is found within the Transaction Details page within the seller account.

Some patience will be required from sellers. They will have to wait two months before they can use the bonuses so that Amazon can properly account for order cancelations and customer returns.

Summary

All in all, this Brand Referral Bonus Program presents a tremendous opportunity to scale your business. Sellers who make the most of this initiative will accelerate growth while saving money. This improves the efficiency of their marketing efforts outside of Amazon.

Driving external traffic should always be on the mind of Amazon sellers. specially with the rising cost of advertising on Amazon. With an opportunity to earn money by executing strategies that were already beneficial by driving sales and boosting rank, it makes emphasizing traffic a no-brainer.

For sellers who have been executing strategies centering around external traffic, this bonus is free money. Amazon business owners unfamiliar with advertising outside of the confines of Amazon may find this to be the perfect opportunity to expand their reach. There may never be a greater time to experiment with ads on platforms such as Facebook, Instagram, YouTube, and TikTok.

If you’ve been on the fence about ramping up your external traffic efforts, now is the time to unleash your inner influencer and make some extra dough!

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Sponsored Display Ads Launch on Twitch

Recently, Amazon announced the latest major update to their increased emphasis on advertising. Sponsored Display ads are now being shown on Twitch, adding yet another avenue to expand advertising reach.

Effective immediately, all Sponsored Display audiences campaigns are eligible to serve on the Twitch Browse and Discovery pages. Twitch supply is automatically enabled for all US, CA, FR, IT, DE, ES, and UK based Sponsored Display audiences campaigns.

Amazon-owned Twitch is a live streaming service with a global community from content spanning gaming, entertainment, music, sports, and more. In April 2021, Twitch boasted approximately 9.36 million active streamers. In 2020, there were around 41.5 million Twitch users in the United States alone, with that number estimated to rise by 10 million by 2024.

An example of how Sponsored Display ads appear on Twitch.

Twitch users tend to skew towards a younger crowd. The opportunity to put your product in front of the highly-valued young demographic. As Gen Z builds buying power, the ability to put your product in their hands and build brand loyalty with them presents a phenomenal opportunity.

Amazon Advertising states the Display ads may appear in three unique spaces, each with varying levels of visibility.

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Getting In The Game

With this announcement, Amazon advances its relationship between the marketplace and Twitch. Amazon’s Prime Gaming community works as a link for Amazon Prime subscribers to connect their account with Twitch. With deals and “loot” such as in-game currency serving as an incentive for customers to attach the two.

As the PlayStation 5 and XBOX Series X become more accessible after the production and delivery, one would reasonably expect further advancements in Twitch. To promote user count and usage.

In addition to the millions of engaged customers who can now be targeted being newsworthy. This also highlights the growing emphasis on advertising from Amazon. Since Twitch is a subsidiary of Amazon, its addition makes perfect sense.

Impact on Advertising

While Apple’s highly-publicized changes to advertising and protecting user data threaten to shake up industries, Amazon and its far-reaching subsidiaries present an opportunity to target customers in a way that may not be as easy to do elsewhere.

As Amazon continues to grow on its own and through purchasing companies such as Twitch, Whole Foods, and Goodreads, so does the potential for extra advertising avenues.

If you’re an Amazon seller with little experience in Advertising, there’s no better time than now to get involved. Over the past year, the Amazon Advertising Console has evolved at a rapid rate.

In previous years, advertising knowledge was a luxury. Soon enough, it’ll likely be a prerequisite towards customer acquisition.

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