ClickZ Amazon Insights Newsletter - 11.28.2024

Live shopping launches, measurement strategies, and how to win during a shorter holiday season

Author

Rachael Kennedy
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to Amazon Insights, an essential newsletter crafted for e-commerce professionals navigating platforms like Amazon and similar marketplaces. This Thanksgiving 🦃 , with Black Friday just hours away, we’re here to provide you with some last minute insights and strategic nuggets in the run up to Christmas.

Guest At the Table 🍴

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Carved Out Insights 🦃

Amazon is enhancing its live shopping experience for Black Friday by partnering with TalkShopLive. This collaboration features shows from celebrities like Martha Stewart and Jennifer Hudson, showcasing Amazon's deals. The initiative aims to engage customers through various platforms, offering a dynamic and accessible shopping experience.

Amazon Haul aims to compete with Chinese marketplaces like Temu and Shein, enhancing Amazon's holiday appeal. While 82% of shoppers prefer large online marketplaces, 29% plan to support Small Business Saturday. Despite challenges, small businesses can leverage email automation to stand out during the holiday season.

Amazon has announced that it will not increase its merchant fulfillment and referral fees in 2025, despite inflation and increased investments in employee benefits. This decision is part of Amazon's strategy to enhance efficiency and reduce costs through innovation.

The company plans to lower some fees and introduce new benefits to encourage growth in new selections. For example, inbound placement service fees for large bulky products will be reduced, and certain fees will be waived for new selections.

In addition, Amazon is committed to improving its fee-related tools, such as fee calculators and shipping options, to help you optimize your business. This move comes after criticism of Amazon's fee structure, which some argued shifted costs onto merchants. By combining fulfillment networks and enhancing services, Amazon aims to better compete in sectors like grocery delivery.

Amazon Share of Voice (SOV) measures product visibility against competitors, combining organic, paid, and brand presence. To boost SOV, optimize listings, target strategic keywords, and balance organic and paid strategies. Consistent tracking and adjustments are crucial for success, especially during peak seasons and competitive categories.

Proven Tips to Skyrocket Sales

The holiday season is a golden opportunity for Amazon sellers, with Black Friday and Cyber Monday offering the potential to achieve record-breaking sales. These high-traffic shopping days demand meticulous planning and smart strategies to stand out from the competition and make the most of the surge.

Wasif Hussain Shah, Head of Amazon Services Department

Vogue Business: As the e-commerce boom continues, haul culture is fuelling #returns.

More than two-thirds of Gen Zs - 69% - admit to over-ordering with a view to returning some items. Free and easy returns have become a cornerstone of online shopping, but the system is increasingly being abused by younger generations. What can #fashion brands do to fix it?

Retail Therapy: Black Friday, Christmas spending and retail stocks

Is it too early to mention the C word? In this episode, “Retail Therapy”, Sarah Coles and Susannah Streeter will be discussing Christmas, Black Friday, consumer trends, and more.

Switch Your Money On

Performance Pulse 📈

TikTok is testing a new feature allowing creators to add product links from affiliate networks like Amazon and Walmart directly to posts. This integration simplifies shopping, enhancing TikTok's role as a shopping platform. It's a strategic move, benefiting creators, brands, and TikTok itself.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Marketers are adapting to ambitious holiday shoppers by leveraging technology and multichannel strategies. With increased spending intentions, brands face challenges in maintaining consumer loyalty and delivering measurable outcomes. Successful campaigns balance joy and value, utilizing AI and social media to enhance consumer experiences and drive sales.

What did you think of this week's newsletter?

Login or Subscribe to participate in polls.

ClickZ is a Contentive publication in the DTC Ecommerce division