There’s no doubt in the fact that Amazon has always worked with passion for improving customer relationships. The USA e-commerce giant USA has made sure to function according to new consumer trends and benefit the small and big retail businesses in every way it can.
Only recently, at one of Amazon Advertising’s events, Unboxed, the industry giant announced plans to launch some tools and features that will help enhance the customer relationships between consumers and brands. Additionally, these features will help small and big ecommerce stores to convey their stories and messages properly.
These tools can help a brand create interactive experiences that further develop and nurture long-term relationships with its consumers. In addition, according to experts, these developments will support brands to capture increased media spending.
In this article, we will explore all these new features that promise to contribute towards successful marketing.
8 New Amazon Features and Tools
Let’s unveil the latest features here!
Interactive Video Ads
This feature gives the viewers a chance to request more business information through interactive video ads. The ads usually play on Fire TV, available through the IMDb TV app.
Any shopper who demands business information will then receive a QR code or email. By clicking on the email, they will reach the landing page of the brand available on Amazon.
These interactive video ads were first launched in May, but they limited the amount of information provided to the customers.
But after the revelation that the ecommerce giant in the ad market exceeded 10% in 2020, primarily because of the consumers’ interest in ads, Amazon has now made efforts to eliminate the limitations and make its ad space more interactive.
Interactive Audio Ads
This feature works perfectly for shoppers leading a busy life or who are quite indecisive in choosing the best products. The interactive audio ads are run by Amazon Music and allow its listeners to” Send me more information”, “Remind me”, and “Add to cart”.
How will this feature benefit the brand? Firstly, it will add an element of convenience to the customers’ experience and make it easy for them to make any purchase. As a result, this will help a brand earn more sales and revenue, which also benefit amazon’s service FBA, an abbreviation of Fulfillment by Amazon.
Besides, such audio ads support in building a direct relationship between the consumer and brand. After sending more business information on the customer’s request, the brand gives an impression that it is there to reveal everything that can help the consumer trust its products and services.
Brand Follow
-What’s next? Brand Follow is an exciting feature that allows customers to follow the brand and its activities even before its launch on Amazon Live. This feature also displays all the deals from the brands that Amazon customers have chosen to follow. These deals usually appear on the Amazon website’s homepage
This feature works amazingly for brands and their loyal followers. The brands can know who their special customers are, and then they can curate exclusive deals only for them.
Brand Follow isn’t a new feature. It was first launched in 2019, and since then, almost 20 million shoppers have made connections through this tool. The customers only have to click the “follow” icon, which is now a major part of the Amazon shopping experience.
Sponsored Display Ads
You might be wondering, what are sponsored display ads? These ads appear on Amazon and usually help in promoting different products and ecommerce stores. This marketing feature makes it easy for customers to land on a brand page that they may want to explore more.
In June 2020, Amazon decided to grow through these sponsored ads displayed on the browser tab of Twitch. But now, the giant is taking a step further and launching a feature that can easily play these ads during Twitch’s Livestream.
Currently, you can only witness the Livestream in countries such as the UK, Canada, US, Spain, Italy, Germany and France.
Amazon Marketing Cloud
Next up, we have the Amazon Marketing Cloud feature. This analytics platform was launched in January 2020 and is now more user-friendly by making it a close part of Amazon’s demand-side platform. As a result, brands can now make their ads more effective and interactive.
Here are a few updated characteristics of this feature:
- It is easy for advertisers to upload their data and measure it against ad campaigns.
- This feature now allows a reduced query time.
- Amazon Marketing Clouding now has a simple interface that matches Amazon’s Application Programming Interface (API).
Brand Metrics
Brand Metrics is a unique measurement tool that helps brands explore information on shopper engagements. For example, this feature reveals the number of people who have opted to shop from a brand as per its searches and page views. Moreover, brands can use this feature to get reports on competitors’ sales models and any predictive data.
This amazing tool can also assist retail stores in evaluating the reason behind their growth. Brand Metrics is only available in Spain, the US, UK, Canada, Germany, France, and Japan.
Amazon Brand Lift
Through this feature, you as a brand can generate responses and curate surveys from a group of shoppers. This tool can then help you achieve objectives such as intent and awareness.
In a nutshell, the Amazon Brand Lift tool can guide advertisers to evaluate the impact of their ad campaigns and then make any improvements.
Early Reaction
According to sources, audio and visual ad formats attract advertisers by a great deal. Similarly, reporting enhancements and call-to-action display ads increase the value of a product that consumers may purchase.
The Early Reaction tool revolves around the idea that Amazon can change the traditional way of marketing. Amazon’s offering and features are quite competitive, which has helped Amazon gain more shares of the ad market compared to Google.
Final Words
The best thing about Amazon is that it is always evolving and changing with new consumer trends. Since customers are its number one priority, this ecommerce giant is taking every measure to build a solid bond between different brands and shoppers.
This article covered eight newly-developed tools that can change the way you can connect with your Amazon shoppers. All these tools help to improve interaction which is vital for any advertising campaign to succeed.
