ClickZ Amazon Insights Newsletter - 10.31.2024

PLUS: How top brands expand, boost Amazon Ads, and innovate with AI.

Author

Ankith Udupa
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

Specialty Bites 🍪

RESETTEC, a Spanish company, successfully grew its European sales by 40% using Amazon Ads tools. Marketing Director Jorge Galiana highlights the importance of adapting to customer changes and optimizing ad investments. By leveraging Amazon's resources, RESETTEC navigated international challenges and set ambitious growth targets.

MaryRuth's innovative mocktail campaign, in collaboration with Amazon Ads, has successfully increased new-to-brand sales by showcasing their liquid multivitamins in creative recipes. Key elements of the campaign include:

  • Custom Mocktail Recipes: Featuring flavors like raspberry and coconut, these recipes integrate MaryRuth's vitamins into daily wellness routines.

  • Comprehensive Media Strategy: Utilized Amazon DSP, Prime Video, and Fire TV, among others, to create a cohesive brand message.

  • Engagement and Results: The campaign led to a 24.6% increase in total sales, with NTB customers spending significantly more.

This campaign highlights the importance of a unified brand message and innovative marketing strategies in driving customer engagement and sales growth.

Amazon has expanded its same-day delivery service to over 80 UK towns and cities, including Aberdeen, Plymouth, and Middlesborough. This expansion follows a significant increase in same-day delivery orders, more than doubling since last year. During the latest Prime Day, popular items included Amazon Fire TV sticks in Manchester and hydrating serum in Nottingham.

The company is investing over $700 million in robotics and AI technology in its European fulfillment centers to enhance customer and employee experiences. These innovations aim to improve delivery speed, price, selection, and convenience while reducing packaging materials. Amazon's Prime Day in July set a record with a $633 million spend in the UK, marking a 9.1% increase from the previous year.

Claroty enhanced its database performance and scalability using Amazon Aurora's Optimized Reads and I/O Optimized features. By leveraging these advanced capabilities, Claroty reduced latency, improved query performance, and achieved significant cost savings, enabling better cybersecurity solutions for its clients while maintaining efficient operations.

Amazon Prime Video has expanded its Australian offerings by adding Crunchyroll, the world's largest anime platform, as an add-on subscription. This move enhances Prime Video's content library, offering two subscription tiers: Fan and Mega Fan. This partnership aims to attract more anime enthusiasts and strengthen Prime Video's market position.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

ClickZ is a Contentive publication in the DTC Ecommerce division