In recent news, Amazon has made a significant change that has slid under the radar and gone unnoticed by many. Amazon has removed editorial recommendations from its search results. This change has forced some brands to pivot their marketing strategies and focus on other methods to get their products seen.
What are (or were) Amazon editorial recommendations?
The editorial recommendations on Amazon have been a valuable tool for both brands and consumers alike. Positioned prominently on the first page of search results, these recommendations showcase a curated selection of items that have garnered recognition from third-party editors, writers, influencers, and publishers who deem them as top contenders within their respective categories. However, with the recent change, these recommendations are no longer visible in search results.
Sellers greatly benefited from the inclusion of their listings in the editorial recommendations section as it held a prominent position on the first page of search results. These recommendations not only enhanced the shopping experience for customers but also simplified product research. It served as trusted endorsements from publishers and content creators within the specific product category. The presence of an editorial review would significantly boost clicks and sales for sellers, making it a valuable asset for driving success in their listings.
How Can Brands Adapt ?
So what does this mean for brands and their marketing strategies? On one hand, this change opens up another pay-per-click (PPC) slot on Amazon, which can drive down the cost per click as bids are spread out over more slots. This can be seen as a positive development for brands, especially ones that don’t have high ratings or many reviews.
For Amazon sellers looking to navigate the changing landscape of Amazon advertising, Viral Launch’s Kinetic Amazon PPC tool can provide a valuable solution. This tool offers a range of features to help sellers manage their Amazon PPC campaigns, including the ability to create rules, automate campaigns, and monitor results. Additionally, the tool provides data that allows for informed decision-making and can help sellers optimize their campaigns for maximum results. With Viral Launch’s Amazon PPC Kinetic tool, Amazon sellers can stay ahead of the curve and achieve their advertising goals on the platform.
Drive Organic Traffic
On the other hand, this change also means that brands will need to pivot their editorial marketing strategies to focus on organic traffic. This could include investing more in content marketing and influencer partnerships to generate buzz. By focusing on building relationships with influencers and editors in their niche, brands can continue to drive organic traffic by earning more editorial placements.
To sum up, Amazon’s decision to remove editorial recommendations from search results is a game-changer for brands and requires them to reevaluate their marketing strategies. While the removal of these recommendations opens up another PPC slot, brands need to pivot towards generating organic traffic from editorials. This may involve investing in content marketing, building relationships with influencers and editors, and being creative when it comes to attracting and retaining customers. With the right approach, brands can continue to thrive on Amazon and achieve their sales goals.