We had one heck of a ride on Amazon last year. It seemed like we would see something change on the Amazon platform every day! But what Amazon updates can you look forward to in 2023?

A series of exciting announcements were made at Amazon’s 2022 UnBoxed event in New York, which our Amazon team had the pleasure of attending as part of our nomination for an Amazon Ads Partner Award.

Here are the top Amazon updates for 2023 that you need to know about.

1. Sponsored Ads Campaign Presets (US)

Upon creating a campaign, the advertiser will get recommendations on campaign settings, including daily budgets and bidding strategies. Presets are now automatically featured in the ads console but only new products that are less than 90 days old are eligible.

These pre-populated campaign settings are based on historical performances of similar products and are meant to be specific to the products chosen to be advertised.

Amazon claims that campaigns launched with presets observed a 77% increase in clicks and a 29% increase in conversions compared to campaigns that did not use presets.

Fluid Top Tip: This will be a good starting point for new sellers that would like to advertise on Amazon and do not know how to begin. It would also be great for sellers who are keen to advertise their new products on Amazon. While it is only available in the US right now, we are hoping for a marketplace-wide launch this year.

Bonus: Amazon also launched a forecasting tool on Beta in the US for older, existing products. Advertisers can get a CPC and order volume estimate when building a campaign based on selected products to advertise, bid and budget set.

2. Video Builder

Amazon has expanded the Video Builder access to the greater seller network. This means that brands who were struggling or unable to create video creatives due to the lack of resources are now able to easily create assets for their Amazon campaigns.

This is accessible via the ad console, all you need to do is select a template that fits your brand, add images and taglines and you are good to go! You can get set up in 30 minutes. An advertiser can use the video creative to run a Sponsored Brand Video or Sponsored Display video campaign.

Fluid Top Tip: If you run a Sponsored Brand video campaign and choose your Store as the landing page, you will also unlock the top of search placement.

This means your video campaign will also serve at the most premium placement – the top of search results. Sponsored Brand videos leading to a product detail page only show below the fold in shopping results.

3. Sponsored Display Rewards

Brands will soon be able to add an Amazon shopping credit directly into the Sponsored Display creative on Amazon US (closed beta). Customers will be able to receive a monetary reward by clicking on the ad and purchasing the featured product.

This can be extremely powerful as brands are essentially incentivising purchases and giving customers a “cashback”. This feature, combined with Sponsored Display’s wide audience reach, will only strengthen Amazon’s offering and drive more traffic towards the marketplace.

Fluid Top Tip: An advertiser can use this to push new products and get the sales velocity needed to boost their organic position. Brands can also use this to shift slower-moving products.

4. Amazon Marketing Stream (Beta)

With the announcement that Amazon Marketing Stream is now available globally, advertisers and integrators alike will be able to use an existing Amazon Ads API token and AWS account details to access this push-based reporting and messaging system that provides near real-time access to detailed metrics.

Amazon marketing stream offers an array of features such as trigger-based alerts, letting you know as soon as a campaign is out of budget, hourly reports and near real-time metrics allowing advertisers to respond quickly to campaign changes, optimise campaigns more effectively and overall improve operational efficiency.

Fluid Top Tip: The hourly reports can help provide in-depth insights into your ad’s performance during peak periods and inform your bidding strategy throughout the day.

5. Beyond 90-Day Reporting Lookback (Honourable mention)

One of the biggest limitations of Amazon’s Ad Console is the inability to see broken-down account data that is past the 90-day mark. From what we’ve heard, an Amazon update is coming to solve this, giving the ability to export custom data to delve into. This removes the need of capturing data on a rolling basis!

While this may be one of the simplest solutions, this is definitely one of the updates we are most looking forward to!

Find out more

Let us know what you are most excited about. We’d love to hear it! If you want to learn more or want to get started on Amazon, Get in touch here.