Amazon Advertising Updates You Need to Know for Q4 2022

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Q4 is the most crucial quarter of the year, especially for Amazon sellers. As one of the biggest retail media networks of today, Amazon is constantly releasing advertising features to help its advertisers stay ahead of the curve. And for retailers like you, it can take time to keep up, time that you don’t always have. That’s why we’ve kept tabs on the most recent Amazon retailer news to keep you updated on three new features; Sponsored Brands Attributed Purchases Report, Sponsored Brands Ad Groups, and Gross and Invalid Traffic Reports.

Continue reading to learn about these new features so you can take your Cyber Five shopping season to the next level. 

amazon SPONSORED BRANDS ATTRIBUTED PURCHASES REPORT

Before Amazon released the Sponsored Brands Attributed Purchases report, advertisers did not have access to the sales data or other various metrics at the level of each Amazon Standard Identification (ASIN) in the various Sponsored Brands campaigns run for each client. 

Now, with the new feature, advertisers can view total sales and new-to-brand metrics. Sponsored Brands Attributed Purchases Report also allows advertisers to tell whether the promoted product ASIN or “halo” ASIN* resulted in the sale. Some examples of the new-to-brand metrics that the report offers include the amount in sales, the number of orders, and the number of units ordered.

amazon SPONSORED BRANDS AD GROUPS

Amazon also released Sponsored Brands Ad Groups just in time for Q4. This feature allows advertisers to think strategically and organize ad groups within the Sponsored Brand campaigns by brand, keywords, product, category, format, landing page, etc. 

Sponsored Brands Ad Groups make it easier for brands and advertisers to run campaigns with specific intentions by categorizing different creative types into ad groups and surveying the effectiveness of those creatives following the particular goals or intentions of the campaign as a whole. This further allows brands and advertisers to gauge the performance and impact of the different creative types without creating multiple campaigns.

GROSS AND INVALID TRAFFIC REPORT

Lastly, the Gross and Invalid Traffic report is the third Amazon feature released just in time for Q4. This new reporting feature allows brands and advertisers who utilize Sponsored Products, Sponsored Brands, or Sponsored Display campaigns to track their campaign traffic.

Amazon’s definition of invalid traffic and traffic is as follows: “Invalid traffic (IVT) is any potentially fraudulent, involuntary, non-human, duplicate, or otherwise illegitimate traffic. Traffic is defined as events such as impressions and clicks.”

With this new reporting feature, brands and advertisers can differentiate between the two on their campaigns and optimize their spend to better ensure the invalid traffic spends less of the campaign’s budget.

Conclusion

These three new features are just a small fraction of features that Amazon releases throughout the fiscal calendar year. But amid Q4, these features show immense promise in assisting brands and advertisers with ramping up campaign strategies for Black Friday, Cyber Monday, and the remainder of a successful year. 

Are you ready to maximize your ecommerce advertising profitability? Gain control over your shopping ad campaigns today. Let’s chat. 

*Halo ASIN: if the consumer clicks on the advertisement for the promoted product but purchases a different product from the same brand

Darcy Selario

Darcy is a Digital Marketing Specialist at Adlucent with experience in the Retail Media space, specializing in the Amazon and Walmart platforms. She is passionate about analyzing data to assist businesses in achieving and growing their marketing goals.