Lucky Dip Episode: Peak Season Dates, Amazon 3D, and 3 Helpful Amazon Marketing Cloud Reports - Episode 310

Oct 3, 2023

In this episode of The Ecommerce Braintrust, Kiri Masters, shares updates and reminders related to peak season dates, including Prime Day and Black Friday Cyber Monday. She also discusses a fascinating update about Amazon Marketing Cloud, focusing on three key points: Day Parting Settings, Geotargeting, and AMC Custom Audiences. These best practices offer insights for optimizing advertising strategies and maximizing performance on Amazon.

In today’s episode, Kiri talks about:

• Important Dates for Ecommerce Sellers

  • Reminder to send FBA and Multichannel Fulfillment Inventory to Amazon by October 26.
  • Importance of shipping inventory early due to potential carrier backlogs.
  • Example of inventory shortage in previous Q4 season.
  • Ensuring inventory arrives before cutoff dates to maximize advertising strategy.

• Updates on Amazon Marketing Cloud

  • Day Parting Settings: Report available in Amazon Marketing Cloud to view performance by hour. Testing showed slight increase in ROAS and Troas during non-midnight to 5 am hours.
  • Geotargeting: Focusing on specific areas of states or DMAs can lead to more visibility and better performance. Test combining geotargeting and day parting for optimal results.
  • AMC Custom Audiences: Creating an audience of customers who added products to cart but didn't make a purchase. Effective for reminding potential customers about the brand.

• Benefits of Amazon Marketing Cloud

  • Overview dashboard for analyzing customer journey and conversion paths.
  • Audience Insights for understanding shopper demographics, location data, and interests.
  • Using AMC Insights to segment targeting and optimize performance.
  • Success story of account's performance growth after incorporating AMC before Prime Day.

• Integration of DSP and PPC with AMC

  • AMC as an advanced reporting package suitable for Amazon DSP users.
  • Bringing together data from DSP and PPC to understand their impact on performance.