ClickZ Amazon Insights Newsletter - 01.30.2025

Blueair's Alexa ads redefine interactive consumer engagement

Author

Nandini Sehgal
January 30, 2025 • Estimated Reading Time: 6 minutes

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Welcome to ClickZ Amazon Insights, an essential newsletter crafted for e-commerce professionals navigating platforms like Amazon and similar marketplaces. This week, we're bringing you exclusive CES highlights and opportunities to share your vision for the new year with ClickZ at events in the upcoming weeks!

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

The Insight Track

In 2024, Amazon's top 50 brands experienced a staggering growth from $5.3 billion to $9.5 billion, marking a 79% increase. These brands strategically increased paid search by 26%, resulting in a 16% rise in conversion rates. Global leaders showcase the power of precise data-driven strategies in e-commerce innovation.

ROI marketing refines tactics by scrutinizing campaign financial impact, enabling precise budget management. Metrics such as ROAS, CLV, and CAC are pivotal in benchmarking performance against industry standards. Tools like Amazon Ads and Marketing Cloud harness data for innovative strategies, boosting consumer engagement and platform efficacy, aligning with current U.S. market trends.

Amazon's restructuring of its Fashion and Fitness division, resulting in 200 layoffs, aims to boost innovation and enhance customer engagement. Distinct from the Try Before You Buy program's end, this strategic move highlights Amazon's focus on refining consumer experiences and leveraging insights to sustain its competitive edge in the dynamic market landscape.

In a bold move within the Amazon insights sector, Blueair partnered with Tinuiti to deploy AI-driven interactive audio ads via Alexa, capturing substantial consumer engagement and boosting add-to-cart rates. By harnessing Amazon's Audio generator, this strategy exemplifies the innovative potential of AI to elevate marketing performance and customer acquisition efficacy.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Performance Pulse 📈

Creating a marketing budget involves six key steps: define business goals, establish a sales cycle, identify outside costs, understand market positioning, select strategies, and research pricing. Ensure budget allocation focuses on high-return channels yet remain adaptable to market trends, integrating innovative "moonshot" strategies for growth.

Google's enhancements to Performance Max provide marketers with greater campaign control and insights. Updates include campaign-level negative keywords, brand exclusions for Search and Shopping ads, and demographic targeting. These features aim to improve transparency and effectiveness, addressing advertisers' calls for more control over AI-driven strategies in digital marketing.

Influencer Marketing

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Global Marketing

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Marketing & Comms

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