Sometimes, with all the focus on bidding tactics and granular placement settings, that big picture can get lost pretty fast.

We recently took the time to look more closely at 10 of Google’s top-ranked articles on PPC strategies for 2024. In doing so, we noticed a few critical optimization opportunities that even experts seem to consistently miss.

1. Purchases, Not Clicks

If you randomly picked ten paid search articles talking strategy, how many do you think would have headlines focused on “increasing clicks” or “improving click through rate (CTR)?”

I’d bet most if not all. 

A platform-wide focus on click-based metrics dominates the Amazon advertising space.

And it’s not necessarily bad advice. Clicks indicate interest levels, allow tracking customer journeys, and factor into your quality score. Highly-relevant, attractively displayed ads are designed specifically to draw clicks. But ultimately, clicks themselves don’t define campaign success or failure.

At the end of the day, what truly matters are purchases and conversion rate. Did your Amazon ad spend drive sales? When you have multiple options for how to bid or target, a significant part of your focus should be on purchases first.  

Keep a close eye on your return on ad spend (ROAS). On Amazon, your RoAS can be found under the Advertising tab. Here, you’ll find information about impressions, clicks, and your overall cost per sale. 

If you’re using an Amazon Sponsored Products ad, rule-based bidding can help take the guesswork out of adjusting bids to achieve your target ROAS. For any existing campaign running for at least 10 days, you can apply a rule with a guardrail of ROAS and Amazon Ads will be able to adjust your base bids up and down to increase conversions while maintaining your guardrails.

Consider viewing optimizations through the lens of whether it will drive more revenue, rather than getting stuck chasing click volume.

Design ads to get attention without being misleading. Then, adjust your bids and matching strategies based on conversion behaviors. This shift from clicks to purchases is overlooked more often than it should be.

2. Amazon Automation (The Good Kind)

Winning the Amazon Buy Box – and the PPC advertising needed to do it – is becoming more challenging every day. When it comes time to scale an Amazon brand, individual sellers simply cannot manage bids, ads, keywords, and settings across thousands of product listings or locations. 

Best practices like close variant matching, flexible bid strategies, and custom bids by segments are nearly impossible for a human alone when you hit a few hundred or thousand products.

If you’re not fortunate enough to have an Amazon agency doing this for you, this is where automation and advanced algorithms enter the game. Leveraging artificial intelligence, machine learning, and automation can help overwhelmed advertisers keep up.

For an Amazon agency, automation of standard practices is particularly impactful because it frees up the humans to attend to the volatile situations that require years of specific ecommerce experience to untangle.

We’d argue that automation alone isn’t enough to help you scale. That’s where advanced advertising management comes in. 

Sure, an AI program might help you to manage a few dozen product bids and produce just-ok performance. But it’s when the best Amazon agencies strategically combine cutting-edge, closely monitored automation with the latest advances in artificial intelligence that we really see exponential growth.

3. Amazon Ad Segmentation

The vast majority of paid search targeting still comes down to picking products, keywords, and match types. But there is a much wider world of options to precision-target the right potential customers. Variables like demographics, user intent, behaviors, and devices used allow customization at a person-by-person level. 

For example, “Similar to advertised products” product targeting for Sponsored Display is a dynamic Amazon ad segmentation option that allows advertisers to leverage machine learning to help reach hyper-relevant audiences.  

Advertisers can use dynamic segments through the Amazon Ads API by creating a contextual targeting clause of type “similarProduct”.

Using dynamic segments, advertisers can target additional products that are similar to those being advertised and help sellers reach relevant audiences most likely to click and help drive traffic to advertised products. 

Imagine you find mobile phone buyers from higher incomes households have exceptionally high conversion rates. You can create a specific ad group and set aggressive mobile bids just for this audience.

Here are three ways to boost segmentation for even better campaign results:

Leverage multiple data signals  

Combining variables like income and mobile users is more powerful than a single trait. It creates exponential benefits. You can build segments using site analytics, CRM data, and third party sources.

Test new variants frequently 

Customer data and behaviors evolve rapidly. Routinely build and experiment with new segments to catch trends. Take advantage of the rapid advances in artificial intelligence to move quickly. 

Assign dedicated budgets 

Rather than evenly spreading funds, dynamically shift budgets to your best performing segments to maximize ROI. Again, AI can help you filter through multiple accounts and ad campaigns to make changes quickly enough to affect your ROAS and ultimately, your bottom line.

4. Focus a Microscope On Your Ad Campaign With Dayparting

There are many aspects of everyday life that have been dramatically affected by the recent advancements to artificial intelligence. Ecommerce is at the forefront of that trend, with AI making quick work of the data-heavy complexities of Amazon ad campaigns.

Dayparting is an advanced PPC optimization technique where ads are scheduled to run only during specific times of the day or week. This strategy takes into account that consumer behavior and purchasing patterns can vary dramatically throughout a relatively short period of time. 

To implement a dayparting strategy:

1. Analyze Sales Data: Identify peak shopping hours for your products.
2. Review PPC Performance: Determine when your ads are most effective.
3. Set Up Custom Ad Schedules: Focus your budget on high-performing times in your Amazon PPC campaigns.

For example, if you sell office supplies, your ads might perform best during weekday business hours. If you sell entertainment products, evenings and weekends might be your prime time.

Benefits of Dayparting:

• More efficient use of your ad budget.
• Improved click-through rates (CTR) and conversion rates.
• Reduced ad spend during less profitable hours. 

5. Seasonal Keyword Strategies

Amazon sellers spend a lot of time preparing for seasonal events like Prime Day. That’s why it’s a little bit strange that most of the top posts don’t mention the required seasonal ad campaign adjustments necessary to be successful. 

Adjusting PPC strategies for seasonal trends and holiday shopping periods is crucial for maximizing sales during peak times. This involves creating separate campaigns and adjusting bids and budgets for seasonal keywords during high-traffic periods like Black Friday, Cyber Monday, or Christmas.

To implement a seasonal keyword strategy:

1. Identify Relevant Seasonal Events: Determine which holidays or events are relevant for your products.
2. Research Seasonal Keywords: Compile a list of keywords related to these events.
3. Create Separate Campaigns: Set up individual campaigns for each major seasonal event.
4. Adjust Bids and Budgets: Account for increased competition during these periods.
5. Optimize Listings: Use seasonal keywords and imagery in your product listings.
6. Plan Ahead: Schedule these campaigns well in advance of the seasonal event.

Key Considerations for Seasonal Campaigns:

• Start early to capture early shoppers and build campaign history.
• Gradually increase bids as the seasonal event approaches.
• Prepare for higher CPCs during peak shopping periods.
• Monitor inventory closely to avoid stockouts during high-demand periods.
• Adjust your main campaigns to account for seasonal shifts in search behavior.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post The Top Posts on Amazon PPC Strategy All Missed These 5 Hacks appeared first on Canopy Management.

This post explores the top concerns that might be giving you nightmares and offers strategic solutions to help you not just survive, but thrive in this ever-changing landscape.

To begin with, first and foremost there’s the . . . 

1. Increased Competition On Amazon 

With the Amazon seller count skyrocketing past 9.7 million, competition in 2024 is fiercer than ever. Standing out in this crowded marketplace isn’t just a nice-to-have – it’s essential for survival.

The Solution:

Make Your Products Pop with Unique Features, Benefits, or Packaging

You know what selling on Amazon can be like. In a sea of sameness, you need to be the brand that stands out. To differentiate your products, focus on developing innovative features that address specific customer needs and pain points. 

Highlight unique benefits that set your products apart from the competition. For instance, if your product has superior functionality or is made from sustainable materials, make sure these points are prominently featured in your listings. 

Additionally, invest in eye-catching packaging that not only protects your product but also tells a compelling brand story. Packaging that reflects your brand values and creates a memorable unboxing experience can significantly enhance customer perception and loyalty.

Don’t Put All Your Eggs in One Amazon Basket

Diversify your sales channels to mitigate risks and expand your market reach. Yes, Amazon is a powerful platform, but relying solely on it can put you – and your brand – in a dangerous position. Explore other ecommerce platforms like eBay, Walmart, or Shopify to reach different customer segments. 

Embrace Social Commerce

Potential customers are already spending significant time on social commerce platforms like Facebook, Instagram, and TikTok. By integrating your products into these social networks, you can tap into organic reach and paid advertising options to create a seamless shopping experience that encourages impulse buying and customer interaction. 

Additionally, social commerce makes it possible for you to leverage user-generated content, reviews, and influencer partnerships to build trust and authenticity around your products. This diversified approach not only helps mitigate the intense competition within Amazon’s marketplace but also ensures a broader and more resilient customer base.

Prioritize Customer Engagement and Loyalty

Building strong relationships with your customers can set you apart in a competitive market. Provide exceptional customer service by promptly addressing inquiries and resolving issues. Encourage customer feedback and use it to improve your products and services. Implement loyalty programs or offer exclusive deals to repeat customers to drive long-term loyalty. 

Engaging with your customers on social media and through personalized email marketing can also strengthen your brand connection and encourage repeat business.

Stay Agile and Adaptable

The ecommerce landscape is constantly changing, and staying agile is crucial for maintaining a competitive edge. Keep a close eye on industry trends, competitor movements, and shifts in customer behavior. Be willing to pivot your strategies and adapt to new opportunities or challenges. Continuous learning and flexibility will help you stay ahead in a crowded marketplace.

2. How to Deal With Artificial Intelligence (AI) 

AI isn’t just coming – it’s here, and it’s reshaping the Amazon landscape. If you’re not leveraging AI for product research, marketing, or optimization, you risk being left in the digital dust. Embracing AI can significantly enhance your business operations and keep you ahead of the competition.

The Solution:

Put AI to Work Digging Through Data 

Use AI-powered tools to spot market trends, analyze customer preferences, and identify products with serious potential. AI can sift through massive amounts of data to uncover emerging trends and forecast future demand, giving you a competitive edge in selecting the right products. 

It’s like having a crystal ball for your product line, helping you make informed decisions and reducing the risk associated with new product launches. AI can also identify gaps in the market by analyzing competitor products, ensuring your offerings meet customer needs and stand out.

Automate and Personalize Your Marketing with AI

AI-driven platforms are able to create laser-targeted campaigns based on customer behavior. Personalization of your marketing is a great way to differentiate your brand. AI can also segment your audience with incredible precision, delivering personalized content that resonates with each customer. 

This level of personalization increases engagement and conversion rates. AI can also manage and optimize your PPC campaigns in real-time, adjusting bids and targeting strategies to maximize ROI. 

Get Your Pricing Right with AI

Repricing tools can adjust your prices in real-time based on market conditions, competitor pricing, and demand fluctuations. AI can ensure that you are always offering the right price at the right time, maintaining your competitive edge while optimizing your profit margins. 

Dynamic pricing strategies powered by AI can respond to changes instantly, helping you attract more buyers and increase sales volume. By balancing competitiveness with profitability, AI repricing tools can significantly enhance your pricing strategy.

Enhance Inventory Management with AI

Expert entrepreneurs always say that poor inventory management is a quiet killer of ecommerce brands. AI can revolutionize your inventory management by predicting stock needs and preventing overstocking or stockouts. 

By analyzing sales data, seasonal trends, and market demands, AI provides accurate forecasts, ensuring you have the right amount of stock at all times. This not only saves storage costs but also keeps your products available when customers are ready to buy. AI can optimize your supply chain by identifying the most efficient shipping routes and schedules, reducing delivery times and costs.

3. Am I Missing Out On Mobile Sales? 

By the end of 2024, it’s predicted that 190 million U.S. shoppers will make a purchase on mobile. Because of that, your listings need to look as good on a smartphone as they do on a desktop – maybe even better. The mobile shopping experience is critical, as it significantly impacts customer engagement and conversion rates.

The Solution:

Optimize Your Amazon Listing for Mobile 

Everything happens faster on mobile. That’s why you need to craft easy-to-read storylines that resonate with your audience, and make them stop scrolling and start buying. 

Here’s how:

Mobile-Friendly Product Titles: On mobile platforms, only the first 70-80 characters of a title are typically visible before truncation occurs. To maximize impact, place your most crucial keywords and product information at the beginning of the title. Incorporate key elements such as the brand name, product type, and primary features within those initial 70-80 characters. 

High-Quality, Mobile-Optimized Images: In the mobile shopping experience, images play a pivotal role as they often create the first impression. Use high-resolution photographs that clearly showcase your product against a clean, white background. Your main image should be particularly striking and easily discernible on smaller screens. 

Streamlined Product Descriptions and Bullet Points: The mobile layout differs from desktop, with the product description appearing above the bullet points. Craft your description to be concise and easily scannable. Remember that only the first three bullet points are immediately visible on mobile devices without scrolling. 

Amazon A+ Content is Critical: To optimize Amazon A+ content for mobile, create a dedicated mobile version with a strong, concise product description at the top. Use square images with captions instead of wide banners, and ensure high-resolution visuals with contrasting colors for text readability. 

Keep copy brief with compelling subheaders, and utilize mobile-friendly modules like videos, interactive hotspots, and navigation carousels for Premium A+ content. Design images for mobile ratios, use larger text, and balance visuals with information. 

This is where the help of an Amazon agency can make a big difference. When you only have a moment to make a first impression, this separates winners from the rest. 

4. What Happens if My Amazon Listing Gets Suspended?

Amazon is still number one. If you want to sell online, the path to success passes right through Amazon’s front gate. However, with its vast reach and influence comes a complex web of rules and regulations that you need to navigate.

Staying compliant with Amazon’s policies is not just a matter of good practice—it’s essential for the survival and growth of your business. Here’s why it’s crucial and some best practices to keep your account in good standing.

The Solution

Regularly Review Amazon’s Policies

Amazon frequently updates its policies. Make it a habit to review the Amazon Seller Central dashboard for any policy changes and updates. Subscribe to Amazon’s newsletters and updates to stay informed about new regulations.

Maintain High Product Quality and Customer Service

High product quality and excellent customer service are cornerstones of maintaining good standing on Amazon. Ensure that your products meet Amazon’s quality standards and that you respond to customer inquiries and issues promptly and professionally. Resolve any negative feedback swiftly.

Monitor Performance Metrics

Keep a close eye on key performance metrics such as Order Defect Rate (ODR), Late Shipment Rate (LSR), and Valid Tracking Rate (VTR). Regularly review your Account Health Dashboard and take proactive steps to address any areas of concern.

Use Automated Tools

Consider using automated tools to help manage your compliance efforts. Tools that monitor feedback, manage inventory, and track performance metrics can help you stay on top of Amazon’s requirements more efficiently.

Understand and Follow Category-Specific Guidelines

Different product categories may have specific guidelines and restrictions. Ensure that you understand and comply with the rules relevant to the categories you sell in. This includes knowing the restricted products list and adhering to product listing standards.

Handle Policy Violations Promptly

If you receive a notification of a policy violation, address it immediately. Understand the nature of the violation, correct it, and communicate with Amazon to resolve the issue. A proactive approach can help mitigate the impact of any infractions.

Canopy Management Can Help

As we navigate the twists and turns of the 2024 Amazon marketplace, addressing these top concerns isn’t just about survival – it’s about setting yourself up for long-term success. 

Increasingly, top Amazon sellers are taking an additional step; reaching out to an Amazon agency for help. It’s a little like the progression of pay-per-click advertising. In the beginning, it was just one of the ways to launch a product. Now, it’s almost a requirement to get ahead. 

Very quietly, Canopy Management has gained a reputation as the secret ingredient behind some of the top brands in ecommerce. 

Ever wonder what adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post What’s Keeping Amazon Sellers Up at Night in 2024? appeared first on Canopy Management.

The problem is that their knowledge is based on their training data – pretty much the sum of the internet. If you’ve interacted with ChatGPT, or Claude’s AI platforms, you know the results can be outdated or lack specific organizational information.

That’s where RAG systems come into play. 

Retrieval-Augmented Generation (RAG) addresses this challenge by enhancing LLM outputs with targeted, current information without altering the base model. RAG allows AI systems to incorporate the latest data and organization-specific details, resulting in more accurate and contextually appropriate responses.

In plain terms, this means systematically adding prioritized information that you have determined to be hyper relevant to the AI dataset. 

That’s why the Claude AI platform’s new update is so exciting.

Introducing Claude AI “Projects”

Claude is an AI assistant created by Anthropic. It’s part of the Claude 3 model family, which was released in 2024 and includes Claude 3 Haiku, Claude 3 Opus, and Claude 3.5 Sonnet. 

Claude was designed to assist with a wide variety of tasks including analysis, question answering, math, coding, creative writing, and general discussion. 

Now, Claude has released their “Projects” feature which allows users on Pro or Team plans to create self-contained workspaces. 

That’s another way to refer to RAG capability.

The main advantage of using the new Projects feature is the ability to provide Claude with context for your interactions. In a separate, siloed “Product Knowledge” window, you can upload relevant documents, text, code, or other files to the project’s knowledge base.

Each project has a 200K context window, equivalent to a 500-page book, enabling you to include all necessary insights to enhance Claude’s effectiveness. Additionally, you can set custom instructions for each project to fine-tune Claude’s responses, such as asking Claude to use a more formal tone or to answer questions from the perspective of a specific role or industry.

Claude’s new Project feature is one more way that AI technologies are continuing to streamline content creation and enhance marketing efforts. With that in mind, here are 10 innovative ways to use AI projects to level up your ecommerce businesses.

1. AI-Powered Product Description Generator

Product descriptions are the lifeblood of any ecommerce site, but crafting unique, compelling copy for hundreds or thousands of items can be time-consuming. Enter AI-powered description generators. By inputting basic product details such as name, category, key features, and target audience, you can have AI create SEO-friendly, engaging descriptions in seconds.

These AI-generated descriptions can serve as excellent starting points, which you can then fine-tune to perfectly match your brand voice. This approach not only saves time but also ensures consistency across your product catalog while potentially improving search engine rankings through optimized content.

2. Customer Persona Creator

Understanding your target audience is crucial for effective marketing. AI can help create detailed buyer personas based on demographic information, purchasing behavior, and other relevant data. Just provide the AI with key characteristics of your ideal customers, and it will generate comprehensive profiles including:

• Demographic details
• Lifestyle and habits
• Pain points and challenges
• Motivations and goals
• Preferred communication channels

AI-generated personas can help inform your marketing strategies, product development, and customer service approaches, allowing you to tailor your efforts more effectively to your target audience. 

3. Comprehensive FAQ Builder

A well-crafted FAQ section can significantly reduce customer service inquiries and improve user experience. AI can help you build a comprehensive FAQ by generating detailed answers to common customer questions. 

Simply provide a list of frequently asked questions, and the AI will create responses that align with your brand voice and tone. This AI-powered approach ensures consistency in your communication and can be especially useful for:

• Product-specific questions
• Shipping and return policies
• Technical support issues
• Account management queries

Remember to review and edit the AI-generated answers to ensure accuracy and add any company-specific details as needed.

4. Email Campaign Writer

Email marketing remains one of the most effective tools for ecommerce businesses. AI can help craft engaging email campaigns by generating content based on your key selling points, promotions, and campaign objectives. You can use AI to create:

• Welcome email sequences for new subscribers
• Abandoned cart recovery emails
• Product launch announcements
• Seasonal promotion campaigns
• Customer re-engagement series

Provide the AI with your campaign goals, key messages, and any specific promotions, and it will generate email copy that you can then refine and personalize.

5. Social Media Content Calendar Generator

Maintaining an active social media presence is crucial for ecommerce success, but coming up with fresh content ideas can be challenging. AI can help by generating a month’s worth of social media content ideas, complete with post suggestions, captions, and relevant hashtags.

Input your product categories, upcoming promotions, and target audience information, and let the AI create a varied content calendar that includes:

• Product showcases
• User-generated content ideas
• Behind-the-scenes glimpses
• Educational posts about your products or industry
• Engagement-focused questions and polls

This AI-generated calendar serves as a solid foundation for your social media strategy, which you can then customize and adapt as needed.

6. Product Comparison Chart Creator

When customers are deciding between multiple products, a clear, easy-to-read comparison chart can be the deciding factor. AI can quickly generate these charts by analyzing product features and presenting them in a user-friendly format.

Input the specifications of the products you want to compare, and the AI will create a chart highlighting:

• Key features and differences
• Pricing information
• Ideal use cases for each product
• Pros and cons

These AI-generated comparison charts not only save time but also ensure that all relevant information is presented consistently and objectively.

7. Seasonal Sales Copy Generator

Ecommerce businesses often run promotions tied to holidays, seasons, or special events. AI can help create themed promotional copy that resonates with customers and drives sales. Provide the AI with details about the upcoming event or season, your promotional offers, and target audience, and it will generate:

• Catchy headlines and slogans
• Product descriptions with seasonal tie-ins
• Email subject lines
• Banner ad copy
• Social media posts

This themed content can help your promotions stand out and create a sense of urgency or relevance that encourages customers to make a purchase.

8. Customer Review Summarizer

Customer reviews provide valuable insights and social proof, but potential buyers may not have time to read through hundreds of individual comments. AI can analyze large batches of customer reviews and extract key themes, sentiments, and common praise or concerns.

Use this AI-powered tool to create concise summaries of customer feedback that highlight:

• Overall sentiment (positive, negative, or mixed)
• Most frequently mentioned product features
• Common use cases described by customers
• Recurring praise or criticisms

These summaries can be featured on product pages to give potential customers a quick overview of real user experiences.

9. Trend Analysis Report Generator

Staying ahead of industry trends is crucial for ecommerce success. AI can analyze large sets of industry data and generate insightful reports on emerging trends, helping you make informed decisions about product development, marketing strategies, and inventory management.

Provide the AI with relevant data sources, and it can create reports covering:

• Emerging product categories or features
• Shifting consumer preferences
• New marketing channels or techniques
• Technological advancements affecting ecommerce
• Changes in competitor strategies

These AI-generated reports can serve as valuable tools for strategic planning and keeping your business at the forefront of industry developments.

10. Chatbot Script Creator

Chatbots can significantly improve customer service efficiency, but creating effective conversational scripts can be challenging. AI can help by generating chatbot scripts that sound natural and address common customer inquiries.

Input information about your products, services, and frequently asked questions, and the AI will create conversational flows for various scenarios, such as:

• Product recommendations
• Order status inquiries
• Return and exchange processes
• Technical support issues
• Account management

These AI-generated scripts can serve as a starting point for developing more sophisticated chatbot interactions, improving customer service without increasing staff workload.

How Canopy Management Can Help

The integration of AI in ecommerce content creation opens up a world of possibilities. From generating product descriptions and email campaigns to creating detailed buyer personas and trend analysis reports, AI tools can significantly streamline your content creation process and enhance your marketing efforts.

However, it’s important to remember that while AI can provide excellent starting points and handle repetitive tasks, human oversight and creativity are still crucial. For Canopy Management, AI processes like these are just one of the hundreds of systems that we use to free up human bandwidth.

At Canopy, our experts are the star of the show. 

That’s why we’re excited that with this release, Claude is tipping its (virtual) hat to the importance of highly relevant, niche-specific information. Canopy’s in-house experts have long used these kinds of datasets to help our partners become some of the most successful sellers on Amazon and Walmart’s marketplaces. 

Want to know how Canopy Management can help you to do the same with your brand? 

Just ask. 

The post 10 Innovative Ways Ecommerce Sellers Can Leverage Claude AI’s New Project Feature  appeared first on Canopy Management.

This big oopsie from Google has provided a rare glimpse into the closely-guarded algorithms and processes that power the world’s most popular search engine. The leaked files have pointed a floodlight on the factors that Google considers when ranking websites, as well as the intricate systems and techniques they use to determine search result rankings.

Why should this matter to ecommerce sellers? 

Canopy Management’s head of Data Analytics, Cory Chin, and his team combed through the available information as well as digging deeply into the massive pile of information. It’s not a huge leap to see the similarities between what was revealed, and what we think we know about Amazon’s own algorithm.

How Google Domain Authority and Amazon BSR Rankings Differ

One of the key revelations is Google’s likely use of metrics such as “Domain Authority” and “Homepage PageRank” to assess a website’s overall authority and relevance for ranking purposes. These metrics could play a significant role in determining how well a website ranks for specific search queries. 

When you type a phrase into Amazon search, you’ll see results based on its search ranking. Best Seller Rank indicates how a product ranks within the specific category. 

Still, the steps that online sellers take to improve Amazon BSR – including selecting the most relevant product categories, optimizing listings for search visibility, setting competitive prices, and leveraging advertising feels like it has a lot to do with the same tactics you need to employ to be found on Google. 

Google “Sales?” 

User interaction data, particularly click-through rates from search results, appears to be a major ranking factor. Google seems to differentiate between “good clicks” and “bad clicks,” using this information to gauge the relevance and quality of search results. Websites with higher engagement and user satisfaction are more likely to rank better. 

That sounds like Google’s version of a sale to me. 

Sandbox “Authority” Filters? 

The documents also hint at the existence of a “Sandbox” filter, which may delay new websites from achieving high rankings until they establish trust and authority. This could be a measure to prevent spammy or low-quality sites from quickly gaining prominence in search results.

Like many of you surely do, I see parallels to Amazon’s dependence on reviews to determine the trustworthiness of a newer ecommerce brand on the Amazon marketplace. 

Amazon Native Brands Anyone? 

Interestingly, Google may have a “whitelist” system that gives preferential treatment to authoritative websites during major events like elections or pandemics. This suggests that Google prioritizes trusted sources of information during times of heightened public interest or concern.

During the dark days of the recent pandemic, instead of brands bidding for the high profile slot at the top left of Amazon’s listings, the massive online marketplace began using this position for its private-label items, raising antitrust concerns.

The leak also indicates that Google may incorporate data from its Chrome web browser, such as page views, into its ranking algorithms. This data could provide insights into user behavior and engagement beyond just search interactions.

Niching Down, or Potentially Troublesome Territory? 

Several sophisticated systems and processes are mentioned in the documents, including “Mustang,” “Ascorer,” “NavBoost,” and “Twiddlers.” These systems appear to be involved in scoring, ranking, re-ranking based on user clicks, and making adjustments to search results. 

“Twiddlers,” for example, seem to act as filters that can boost or demote results based on specific factors like skin tone detection. 

Google “Listing” Optimization

The documents reveal that Google heavily analyzes anchor text (the visible, clickable text in a hyperlink) and may demote pages if there is a mismatch between the anchor text and the content of the linked page. This highlights the importance of relevant and accurate anchor text in both internal and external linking.

Again, it’s hard not to view this through the lens of Amazon SEO and the importance of search term prioritization in Amazon listings. 

Another notable system mentioned is “Panda,” which apparently determines a “Site Quality Score” based on user behavior signals and backlink analysis. This score can be used to boost or demote entire websites, indicating that overall site quality is a significant factor in Google’s rankings.

More Similarities with Amazon’s Ranking Factors

Other signals and factors that Google considers include content freshness, recency, backlink velocity patterns (how quickly a site acquires links), and version histories. The documents also suggest that feedback from human “quality raters” may impact rankings, providing a human element to the largely automated ranking process.

These factors quickly bring to mind the importance of an Amazon brand launch, reviews, and sales velocity. 

Google seems to collect a wide range of data points, such as content length, author expertise, and domain details, which likely contribute to its assessment of a webpage’s relevance and quality. Interestingly, there may be a promotion signal for personal or small websites, potentially giving them a boost in certain situations.

What This Means to Amazon Sellers

The leaked documents offer brand new insights into the complex and multifaceted nature of Google’s search algorithms. The combination of user signals, website authority metrics, content quality analysis, and sophisticated ranking systems highlights the immense effort and consideration that goes into delivering relevant search results to users. 

More importantly, they show that even though Google and Amazon’s algorithms are designed to do two very different things, the path they take to get there is pretty similar. 

What does that mean to ecommerce sellers? My first thoughts have to do with PPC targeting campaigns and off-Amazon traffic. 

As time goes by, I’m sure that leading online entrepreneurs will have a lot to say on the subject. In the meantime, If you’d like to follow along with what Canopy Management has been able to uncover, check the Canopy blog page here, to find the latest ecommerce news. 

The post What Google’s Leaked Documents Might Reveal About Ecommerce Rankings on Amazon appeared first on Canopy Management.

This perpetual evolution also creates exciting opportunities. Forward-thinking companies can capitalize on brand new technologies and trends to revolutionize their ecommerce offerings, and build stronger customer connections and driving growth.

Over the past year, three pivotal developments have helped reshape the digital marketplace. These game changing elements – artificial intelligence (AI, remote work, and Social media – present a trifecta of opportunities for businesses to gain a competitive edge and drive success

Artificial Intelligence is Trending on Google

As shown in the Google Trends screenshot above, before 2022, Google searches for the term, “artificial intelligence” were practically nonexistent. Now, it’s hard to find a conversation that doesn’t touch on AI in one way or another.

Over the last 12 months, artificial intelligence (AI) has emerged as a transformative force, reshaping the ecommerce landscape in profound ways. From personalized shopping experiences to optimized supply chains and enhanced customer service, AI is no longer a futuristic concept but a present-day reality that businesses must embrace to stay competitive.

AI-Driven Personalization 

AI algorithms have revolutionized the way that ecommerce businesses can use personalized recommendations to enhance customer experience. By analyzing customer data, browsing history, and purchase patterns, AI can deliver tailored product suggestions, increasing the likelihood of conversions.

AI personalization results in higher customer satisfaction and loyalty. Account-based marketing outreach – down at the conversion end of the funnel – is supercharged by the tailored messaging that AI makes possible.

AI in Inventory and Supply Chain Management 

AI has also proven to be a valuable tool in predicting demand and optimizing inventory management. By analyzing historical sales data and market trends, AI algorithms can forecast future demand, enabling businesses to make informed decisions about stock levels and avoid overstocking or understocking.

AI-Powered Customer Service 

Chatbots and virtual assistants powered by AI have transformed customer support in the ecommerce industry. These tools can handle a wide range of customer inquiries, from product information to order tracking, providing instant responses and reducing the workload on human support teams.

The implementation of AI in customer service has led to improved response times and higher customer satisfaction rates.

The Shift to Remote Work

The global shift to remote work has been one of the most significant changes in the business world over the past year, and the ecommerce industry is no exception. As companies adapt to this new reality, they face both challenges and opportunities in managing their operations, maintaining productivity, and fostering a positive work culture. 

Adapting Business Operations 

Remote work has presented both challenges and opportunities for ecommerce businesses. Managing remote teams requires adaptations in communication, collaboration, and task management. Tools like project management software (e.g., Trello, Asana) and communication platforms (e.g., Slack, Zoom) have become essential for facilitating remote work and ensuring seamless operations.

Maintaining Productivity and Collaboration 

Ensuring team productivity while working remotely is a key concern for ecommerce businesses. Successful strategies include setting clear goals and expectations, regular check-ins, and building a culture of trust and accountability. Successful implementation of effective remote work policies rewards prioritized communication, flexibility, and results-oriented performance metrics.

Flexibility and Work-Life Balance 

The almost universal consensus is that employees’ work-life balance has benefitted. The flexibility to work from anywhere and the elimination of commute times have led to increased job satisfaction and retention. Ecommerce businesses that embrace remote work can attract and retain top talent, as well as reduce overhead costs associated with physical office spaces.

The Influence of Social Media

These days, social media is an indispensable tool for ecommerce businesses looking to connect with their target audience, build brand awareness, and drive sales. Over the past year, the influence of social media on the ecommerce landscape has grown exponentially, with the emergence of new trends, platforms, and strategies that are reshaping the way businesses approach digital marketing. 

Social Media Marketing Trends 

Social media marketing has undergone significant changes in the last year, with the rise of influencer marketing and user-generated content. Platforms like TikTok and Instagram have gained immense popularity, offering new opportunities for ecommerce brands to reach and engage with their target audiences. Leveraging these trends can help businesses build brand awareness and drive sales.

Social Commerce 

The integration of live shopping features on social media platforms has given rise to social commerce. Platforms like Instagram and Facebook now allow users to shop directly within the app, streamlining the purchasing process and reducing friction. This trend has had a significant impact on sales and customer acquisition for ecommerce businesses that have embraced social commerce.

AI + Remote Work + Social Media = Amazon Success

While the individual impacts of AI, remote work, and social media are significant, the true game-changer lies in the convergence of these three forces. By strategically integrating these elements, entrepreneurs can unlock a potent competitive advantage, driving innovation, agility, and customer engagement to new heights.

Enhancing Social Media with AI Insights

Social media has become a pivotal channel helping you connect with customers, build brand awareness, and drive sales. However, the sheer volume of data and interactions on these platforms can be overwhelming. This is where AI steps in, providing powerful analytics tools that can extract valuable insights from social media data.

AI algorithms can analyze customer conversations, sentiment, and behavior patterns to help you identify the most effective content, optimal posting times, and target audience segments. Tools like Sprout Social and Hootsuite leverage AI to help you craft data-driven social media strategies, maximize your return on investment, and stay ahead of emerging trends.

Managing Remote Social Media Teams

As remote work becomes increasingly common, it’s changed the say that you’re able to work with influencers and social media managers. Coordinating remote teams and ensuring consistent brand messaging across multiple channels can be challenging without the right tools and processes.

Collaboration platforms, content calendars, and social media management software can streamline communication and workflow, enabling remote teams to execute cohesive social media strategies. Additionally, remote work opens up access to a global talent pool, and make it easier for you to hire the best people, regardless of their location.

How Canopy Management Can Help

In the last year, AI, remote work, and social media have had a profound impact on the ecommerce landscape. As an ecommerce seller, it’s essential to explore how these trends can be applied to your own business.

To capitalize on another recent trend, take advantage of a shortcut that many of Amazon’s top sellers have quietly used to get to where they are today; reach out to an Amazon Management agency.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Empowering Entrepreneurs: How AI, Remote Work, and Social Media are Revolutionizing Business appeared first on Canopy Management.

This brings the tech giant’s total funding in Anthropic to $4 billion, making it Amazon’s most significant venture investment to date. It’s pretty clear that Amazon is fully committed to AI. As an Amazon seller, it’s probably a good idea to determine what this means for your business and how you can capitalize on the opportunities it presents.

Anthropic, a rival of OpenAI – ChatGPT’s parent company – is renowned for its advanced generative AI technologies. Over the past year, the startup has closed five funding deals worth about $7.3 billion, and with Amazon’s latest investment, that total now exceeds $10 billion. 

This strategic partnership is a win-win for both companies: Anthropic gains a massive cash infusion and access to Amazon’s cloud infrastructure (AWS) for training and running its future models, while Amazon secures preferential access to Anthropic’s next-gen AI for its Amazon Bedrock service.

What does this new era of AI-powered ecommerce mean to you as an Amazon seller? Let’s take a closer look at the key takeaways and explore how you can position your brand to thrive in a marketplace that’s undergoing a period of unprecedented change.

10X Your Ecommerce Tools with AI

One of the best things about the powerful software tool suites offered by established software as a service (SaaS) companies like Helium 10 and Jungle Scout is the way that the effectiveness of each individual tool is greatly magnified when used together. 

That’s a big reason why Amazon’s investment in Anthropic stands out. It’s hard to overstate the potential of integrating Anthropic’s advanced AI capabilities into – well, let’s just say, everything! 

Imagine having access to cutting-edge AI-powered tools for product research, shipping, fulfillment, listing optimization, pricing, inventory management and more.  

By leveraging AI’s ability to create an underlying architecture for these tools, you could gain a significant competitive advantage and make data-driven decisions that drive growth and profitability.

To best capitalize on this opportunity, it’s crucial to stay informed about new AI offerings from Amazon and adapt your strategies accordingly. Be proactive in exploring and experimenting with these tools as they become available. Take the time to measure their effects, and impact on your key performance indicators (KPIs). 

Embrace AI early and effectively and you’ll perfectly position your brand at the forefront of this technological revolution!

Personalize Customer Engagement

Another key area where a partnership between Anthropic’s AI and Amazon could impact your ecommerce brand is with customer engagement and personalization. 

Using the power of advanced AI, Amazon could offer more sophisticated product recommendations, tailored content, and personalized experiences that drive customer satisfaction, conversion rates, and lifetime value.

As an Amazon seller, this means that optimizing your product data and content will be more important than ever. By providing high-quality, detailed information about your products, you can help Amazon’s AI algorithms better understand and promote your offerings to the right customers at the right time. 

Additionally, by leveraging AI-powered personalization features as they become available, you can differentiate your brand through superior customer experiences that generate loyalty and repeat purchases.

Future Proof Your Ecommerce Brand

Amazon’s investment in Anthropic is part of a broader AI arms race among tech giants like Microsoft, Google, and Nvidia. All companies making significant investments and acquisitions in the AI space. As these pivotal companies compete for dominance, we can expect to see rapid advancements in ecommerce-focused AI, with new tools and capabilities emerging at an unprecedented pace.

For Amazon sellers, this means that the competitive landscape is likely to shift quickly and unpredictably. To stay ahead of the curve, you’ll need to be agile and adaptable, ready to pivot your strategies and tactics as new AI-powered solutions come to market. 

This may require investing in ongoing education and skills development for yourself and your team, as well as building partnerships with a technologically advanced Amazon agency that can help you navigate this dynamic landscape.

Amazon’s bet on Anthropic could have far-reaching consequences for the Amazon selling landscape as a whole. As AI becomes increasingly central to success on the platform, we may see a widening gap between sellers who are quick to adopt and leverage these technologies and those who are slower to adapt.

At the same time, AI has the potential to level the playing field for smaller sellers by automating tasks, optimizing processes, and enabling more efficient use of resources. By developing a strong AI strategy and investing in the necessary skills and tools, even mom-and-pop businesses can compete effectively in this new era of AI-driven ecommerce.

AI is Here to Stay – Next Steps for Amazon Sellers

Like it or hate it, artificial intelligence is here to stay. Given the volatility of Amazon’s marketplace, cutting-edge AI technology is in a perfect position to place an enormous finger on the scale. 

Maybe, you simply want to weather the storm. Or, you’d like to be at the forefront of this watershed moment. In either case, here are a few key pieces of practical advice to position your brand in the coming year:

Stay Informed 

Regularly monitor announcements, attend webinars, and participate in beta programs to gain early access to new tools and features. Understand how Amazon changes to their AI platform can benefit your business. 

Keep Experimenting 

Continue to experiment with new AI-powered tools as they become available, and measure their impact on your KPIs. Be willing to test and iterate to find the approaches that work best for your unique business.

Optimization is Key 

To take full advantage of AI-driven personalization – and like listing optimization and pay per click advertising – a high degree of – optimization is paramount. Ensure that your listings are complete, accurate, and rich with relevant keywords and details.

Develop Your AI Skills

Invest in developing AI skills and knowledge within your team. Encourage ongoing learning and provide resources and training to help your staff stay up-to-date with the latest AI trends and best practices.

Hire an AI Professional

If you’re not the smartest person in the (AI) room, hire someone who is! This strategy fuels the explosive growth of Amazon’s most successful sellers. An Amazon Agency that’s embraced AI technology has the experience to supercharge your ability to learn and implement the latest AI-infused marketing and sales processes.

How Canopy Management Can Help

Amazon’s historic investment in Anthropic is a clear signal that AI will probably have an outsized role in reshaping the future of ecommerce and the Amazon seller landscape. As competition among tech giants heats up, we can expect to see rapid advancements in AI capabilities and a proliferation of new tools and services designed to help sellers optimize their businesses.

These are changes that are happening right now. 

Canopy Management is powered by human ecommerce experts, and amplified by proprietary technology. Artificial intelligence is just part of this process, and an important way that our team synergizes our global marketing and advertising strategies. 

If you’re looking to get started on your AI journey but aren’t sure where to begin, our team at Canopy Management is here to help. We’re offering free brand assessments and strategy sessions for Amazon sellers looking to leverage cutting-edge technologies to drive growth and success. 

Contact Canopy today to schedule your session and take the first step towards an AI-powered future.

The post Amazon’s Billion-Dollar Bet on Anthropic: What It Means for Amazon Sellers appeared first on Canopy Management.

As artificial intelligence (AI) continues to transform the retail landscape, Amazon Bedrock has emerged as a game-changing solution that empowers sellers to unlock new levels of efficiency, innovation, and growth. 

This cutting-edge generative AI platform offers a comprehensive suite of tools and technologies specifically designed to help enterprise-level sellers optimize their operations, streamline processes, and make data-driven decisions. 

This post focuses on how businesses can leverage the power of Amazon Bedrock to revolutionize their ecommerce strategies and dominate an ever-evolving, increasingly competitive digital marketplace.

Key Features of Amazon Bedrock

One of the standout features of Amazon Bedrock is its access to leading foundation models. These pre-trained models serve as the building blocks for creating AI applications, saving developers countless hours of training time. 

Bedrock also offers unparalleled customization and scalability. This makes it possible for businesses to tailor their AI solutions to their specific needs and seamlessly scale them as their requirements grow. The Bedrock platform boasts seamless integration capabilities, enabling smooth incorporation of AI functionalities into existing enterprise systems.

Building AI Applications with Bedrock

Creating generative AI applications with Amazon Bedrock is a straightforward process that caters to both experienced developers and those new to the field. The platform provides intuitive interfaces and comprehensive documentation, making it easy to get started. 

Whether you’re looking to build chatbots, content generators, or image recognition systems, Bedrock offers a wide range of possibilities. Some potential use cases include personalized customer support, automated content creation for marketing, and intelligent document processing for streamlined workflows.

Advanced Tools and Technologies

Under the hood, Amazon Bedrock is powered by cutting-edge tools and technologies that push the boundaries of what’s possible with AI. One notable feature is Retrieval Augmented Generation (RAG), which enhances the accuracy and relevance of generated content by leveraging vast knowledge bases. RAG allows AI models to retrieve and incorporate relevant information on the fly, resulting in more contextually aware outputs. 

Additionally, Bedrock enables the creation of sophisticated agents capable of handling complex tasks and decision-making processes, opening up new avenues for automation and intelligent assistance.

Security and Compliance

As more businesses entrust their data and operations to AI platforms, security and compliance have become buzzwords and a sticking point for a lot of similar technology. Amazon Bedrock prioritizes data protection and privacy, implementing robust measures to safeguard sensitive information.

The platform adheres to industry-standard security protocols and offers granular access controls, ensuring that only authorized personnel can access and manipulate data. Importantly, it appears that Amazon is committed to responsible AI practices, actively working to mitigate bias and promote fairness in AI models. This dedication to ethical AI sets Bedrock apart and instills confidence in its users.

How Does Amazon Bedrock Compare with Other AI Platforms?

In the competitive landscape of AI platforms, Amazon Bedrock stands out for its comprehensive feature set, ease of use, and seamless integration capabilities. While other platforms may offer similar functionalities, Bedrock has distinguished itself through its access to state-of-the-art foundation models and its ability to scale effortlessly. 

So far, user feedback has been overwhelmingly positive, with developers praising the platform’s intuitive interface, extensive documentation, and responsive support. As more businesses adopt Bedrock, it’s in a very good position to become a leader in the AI market.

Empowering Enterprise-Level Entrepreneurship with Bedrock

If you’re an enterprise-level ecommerce seller, the integration of Amazon Bedrock into your global business strategies can be a game-changer. By leveraging the power of generative AI, you can optimize your operations, enhance customer experiences, and gain a competitive edge in the crowded online marketplace.

One key application of Bedrock is product content generation. With the platform’s advanced natural language processing capabilities, you’re able to automate the creation of compelling product descriptions, titles, and bullet points. 

This not only saves time and resources but also ensures consistency and quality across a vast product catalog. By generating engaging and informative content at scale, you can improve your product visibility and conversion rates.

Another area where Bedrock can make a significant impact is in customer support. By building intelligent chatbots powered by Bedrock’s foundation models, you will be able to provide instant and personalized assistance to customers. 

These AI-driven chatbots have the capability to handle a wide range of inquiries, from product recommendations to order tracking and returns processing. By delivering prompt and accurate responses, you can enhance customer satisfaction and loyalty, ultimately driving repeat business and positive reviews.

Training AI models to analyze customer feedback and reviews can also help you gain valuable insights into product performance, customer preferences, and areas for improvement. This data-driven approach enables you to make informed decisions, optimize your product offerings, and proactively address customer concerns.

Scaling Your Business with Amazon Bedrock

Amazon Bedrock has the potential to be utilized for inventory management and demand forecasting. By analyzing historical sales data and market trends, AI models can predict future demand and help you optimize your inventory levels. 

Ensuring that popular products are always in stock minimizes the risk of overstocking slow-moving items. This streamlining of inventory management helps to reduce costs, improve cash flow, and enhance overall operational efficiency.

And, as your business grows, the ability to customize and scale Amazon Bedrock will become increasingly valuable.

The platform allows you to tailor your AI applications to your specific needs. It’s possible to integrate with existing ecommerce platforms, customize chatbot responses, and fine-tune content generation models. This flexibility makes it possible to create AI solutions that align with your brand voice, target audience, and business objectives.

How Canopy Management Can Help

To the team at Canopy Management, it’s clear that Amazon Bedrock is an incredibly powerful tool that can revolutionize the way enterprise-level Amazon sellers will be able to thrive in the ecommerce space. 

That’s one reason we’re excited about the possibilities that this innovative platform offers to large-scale sellers looking to take advantage of Amazon’s unsurpassed marketplace. By harnessing the unsurpassed potential of generative AI, new Amazon sellers can quickly streamline their processes, enhance customer engagement, and make data-driven decisions. 

AI is going to become increasingly crucial for online businesses. Amazon Bedrock offers a comprehensive and scalable solution that’s perfectly designed to help sellers incorporate AI to unlock new levels of growth and success in the ever-evolving world of ecommerce.

If you’d like to learn more about how Canopy Management can help your business get started on Amazon, we’re here to help.

The post Can Enterprise-Level Businesses Leverage Amazon Bedrock to Unlock Ecommerce Success? appeared first on Canopy Management.

This strategic merger places the combined valuation of the entity at $1.7 billion, underscoring the rapid evolution and competitive dynamics of the sector. This consolidation reflects a broader trend of continued post-pandemic adaptation and repositioning among aggregators.

The significant VC investment – some of the investors doubling down on both of the parties involved – helped allow for a more aggressive path forward than Thrasio was able to navigate. 

The Richest Man in the World Gets Involved

Razor Group and Perch are notable entities within the aggregator space, having attracted significant investment from prominent firms such as L Catterton – linked to Bernard Arnault, the founder, chairman and CEO of LVMH, the world’s largest luxury goods company. As of March 2, 2024, Forbes magazine had proclaimed Arnaud the richest person in the world, with an estimated net worth of US $230.5 billion. 

The purchase was preceded by intensive negotiations, highlighting the complexities of achieving financial stability and strategic alignment in such high-stakes deals. The conversion of Perch’s debt into equity prior to the merger is a testament to the emphasis on creating a financially solid foundation for the newly merged entity. 

Despite the post-merger valuation being slightly below the collective $2 billion initially raised by both companies, the apparent goal is to use the massively deep pockets of both companies’ investors to forge a stronger and more cohesive entity.

Through this acquisition, Razor Group significantly expands its portfolio, incorporating over 40,000 products across various categories, including kitchenware, fitness, and beauty products. 

What’s Wrong with the Aggregator Model?

The ecommerce aggregation model seemed to have had a lot going for it. Combine the strength of millions of Amazon sellers, take advantage of the economy of scale, eliminate the expensive duplication of processes, and streamline supply chains; what could go wrong? 

The significant issues were the same that have also plagued many Amazon-centered businesses: how to merge operations in cost-effective ways, how to efficiently market multiple brands, and navigating the supply chain disruptions and storage challenges endemic to Amazon’s marketplace.   

Shein and Temu are Influencing eCommerce in Many Ways

When it comes to agility, few companies are able to match Chinese upstarts Shein and Temu. Shein and Temu have functioned as huge disruptors in the ecommerce marketplace with their on-demand business model. In it, orders placed to suppliers can be delivered in days, and rely on real-time data to quickly analyze demand and replenish orders as needed. 

By using artificial intelligence (AI) technology to identify trending products and an online-only model to produce tens of thousands of garments, Shein continues to lean on technology to do things at a scale and tempo previously unimaginable. 

The acquisition of Perch and the resulting merger of the two companies reflects a shift towards the same agile business model, and appears to be attempting to replicate that level of technology-driven success. 

“We are founder-led and that is extremely important, especially with where we are in the cycle,” Tushar Ahluwalia, the CEO and co-founder of Razor, told TechCrunch. “You just need someone who thinks like a founder, not a mercenary. You need heart and soul. I also think our focus has always been around customers and supply chains that are agile to market needs.” 

How Canopy Management Can Help

To level up your own online-selling journey, check back here to stay in touch with the latest ecommerce news, as well as tips and strategies from some of the brightest minds in the Amazon marketplace. 

If you’d like to find out more how Canopy Management can help you strategically scale your own brand, reach out to the Amazon Full Service experts here.

The post Ecommerce Titans Unite: Razor Group Aquires Perch in Billion-Dollar Deal appeared first on Canopy Management.

But, as the barriers to selling on Amazon’s lucrative marketplace gradually decreased, seemingly overnight, it’s become MUCH easier to sell on Amazon. Amazon’s FBA has made beginning to sell a breeze!

At the very same time, the overall competitiveness of pay per click (PPC) advertising has exploded exponentially. Worldwide, PPC advertising spending is projected to reach US$306.7 billion reflecting an annual growth rate of 8.01%, and a projected market volume of US$417.4 billion by 2028.

That’s created a level of Amazon advertising sophistication never seen before.

The complexities of digital marketing, keyword research, and search engine optimization have raised the bar for everyone.

Amazon Advertising Used to Be JUST One Launch Strategy

Amazon’s core algorithm updates and policy changes seem to be increasing in frequency – suddenly disrupting organic visibility as well as the promotional tactics that ecommerce sellers have historically used to find success with their ad campaigns.

Meanwhile, the pace of machine-learning fueled advertising innovations like automated campaign creation, bid optimization and 1:1 ad personalization based on shopper segmentation signals continues accelerating – perpetually outpacing the abilities of the average Amazon seller.

What all of that has done is make 2024 a pivotal year in Amazon marketplace history. Experienced sellers have felt it coming; now it’s here. Over the next year, advertising success is going to require a new level of PPC expertise. Gone are days that brands are able to manage through generalized knowledge.

Specialization rules now.

That’s why, 2024 might just be the year that you absolutely NEED to employ the services of a dedicated Amazon PPC Management Agency. Here are the top four reasons why:

1. Skyrocketing Advertising Competition on Amazon

Beyond the intensified competition endemic to Amazon’s marketplace, even the mechanics of visibility and auctions changed. For example, a new innovation in the features of Amazon PPC Sponsored Ads – ‘Adjust bids by placement – allows sellers to let Amazon automatically raise their bid by up to 900% for ‘Top of Search’ and ‘Product Pages’ placement auctions.

This is the kind of shift that has caused runaway ad-spend inflation as brands pay any cost to chase top visibility.

Advertising that once cost $0.20 a click has jumped to $3.00 (and more) for red hot categories, steadily rising as competition increases. Some experts fear that average sellers – without the sophisticated skill set required to compete at this level – will quickly fall behind.

These Amazon changes have helped lead to a dramatic increase in the number of raw conversions needed to find online success. Margins have already tightened significantly throughout 2023 for most categories as the escalating cost of PPC advertising outgrew proportionate sales rate jumps.

It’s become an arms race over advertising real estate – requiring an equally aggressive defense taking advantage of elevated analytics, complicated segmentation, and rapid A/B testing that might help mitigate losses.

This kind of expert-level ad campaign management is what makes a great Amazon Marketing Agency an obvious solution.

2. Amazon’s Frequent Feature and Policy Changes

In the past, significant Amazon advertising updates were released intermittently – allowing PPC ad teams time learning before next shifts.

But recently the speed of platform changes increased dramatically. Across 2023 alone dozens of unannounced modifications affected seller capabilities and media formats in paid and organic channels.

From sudden visibility declines to the removal of previously counted-upon features, rapid disruptions hit revenues hard for those unprepared. Without specialized insights, or the ability to track or tests daily, average Amazon sellers quickly fall off the pace required to keep up with entrepreneurs using top Amazon Agencies.

Dedicated Amazon advertising experts are able to proactively monitor early indicators through new tests that they’re conducting on niche seller channels. Then they’re able to rapidly make money-saving adjustments based on the patterns they’ve uncovered, and quickly implement them in their PPC campaign strategy.

3. Amazon’s Accelerating Machine Learning Advertising Capabilities

Amazon advertising has evolved to take advantage of two rapidly growing forms of algorithmic automation:

1. Automatically managing repetitive PPC workload like bids and budgeting based on intelligence replacing manual effort. This can remove low value tasks through automation.
2. Discovering hidden insights within massive consumer data that uncover micro-opportunities related to customer segmentation and predictive buying signals. This reveals future potential.

Combined capabilities include:

• Personalized ad copy aligned to regular “Subscribe and Save” household purchase histories
• Auto-modified targeting from recent browsing patterns
• Multidimensional bid optimization adapting to inventory factors

However, there’s a big problem with that approach. When “only average” PPC advertisers end up using the powerful levers of AI and machine learning, they’re just able to get into trouble faster and more irrevocably.

Simply using the immense leverage of artificial intelligence without a well-crafted strategy is a recipe for disaster. The same technology that helps leading Amazon agencies and PPC experts to be efficient is going to work against less experienced sellers.

Top Amazon PPC management services are able to take full advantage of these powerful innovations, and carefully integrate the elements that make sense, and discard the rest. Most importantly, they’re able to immediately course-correct from automation that falls outside of their Amazon advertising strategy.

4. Rising Mobile and Video Commerce on Amazon

Mobile ecommerce is estimated to make up 44.6% of total US retail ecommerce sales in 2024. To account for this, Amazon has rapidly been building enhanced discovery formats that mirror mobile behaviors to increase overall ad engagement.

Paired with the rise of mobile usage, social commerce has exploded over the last 12 months. Social media has become a huge ecommerce player. From shoppable live video streams demoing products to augmented reality apps allowing virtual try-ons simulating real-world use – emerging tools are changing the way that brands are able to market their products.

Using Amazon Live broadcasts, sellers can test promoted niche products using influencers and storytelling. At the same time. the in-app mobile checkout increases conversion rates.

Much of ecommerce success in 2024 might have to do with your ability to understand and capitalize on a multi-channel sales strategy. Experienced Amazon advertising managers can translate early brand building momentum into online sales. Influencer partnerships help capitalize on this brand momentum and know how to connect the dots between brands and niched-down audiences.

Amazon PPC Agencies are able to use cutting-edge social media marketing strategies to put your brand squarely in the spotlight. 

How Canopy Management’s SEO Experts Can Help

The unavoidable reality is that in 2024, Amazon PPC advertising management has evolved to the point where it requires a 24/7 obsession JUST to keep pace with the competition. If your goal is the Buy Box, Amazon sellers need to set their sight even higher. That’s where the Amazon experts at Canopy Management come in. 

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post 4 Reasons Why 2024 Might Be the Year That You NEED to Hire an Amazon PPC Agency appeared first on Canopy Management.

The new AI assistant will be called “Rufus,” and according to Amazon, will be “trained on Amazon’s product catalog and information from across the web to answer customer questions on shopping needs, products, and comparisons, make recommendations based on this context, and facilitate product discovery in the same Amazon shopping experience customers use regularly.”

Of course this isn’t a new thing for Amazon. They’ve long used artificial intelligence to help improve the Amazon shopping – and selling – experience. From shopping recommendations, and optimized fulfillment, to Alexa’s ability to voice search their expansive catalog, it’s clear that Amazon is a big believer in AI’s ability to level up the entire online shopping experience. 

Some of the highlights from the recent Amazon Accelerate 2023 conference included Amazon’s New Improved Customer Sentiment Insights which depends on AI to show sellers data-driven insights across all platforms. 

Amazon also released the new View in Your Room. It’s an AI and augmented reality tabletop feature that will help shoppers see if a product will look good in their room.

And that’s not all, Amazon’s new AI capabilities also include helping Amazon sellers write the copy for their product listings.

Introducing Rufus, Amazon’s New AI Assistant

Just starting shopping for a new running headlamp? Amazon’s Rufus can help shoppers at the very top of the funnel. Or, Rufus can answer more pointed questions nearer the purchase end of the funnel, such as “what’s the difference between these two headlamps?”

Amazon says that they’re launching Rufus in beta to a small subset of customers with the intention of progressively rolling it out to the rest of our U.S. customers in the coming weeks.

Amazon says that Rufus will be able to:

• Learn what to look for while shopping product categories
• Shop by occasion or purpose
• Get help comparing product categories
• Find the best recommendations
• Ask questions about a specific product while on a product detail page

As of today, Rufus is being made available to select customers when they next update their Amazon Shopping app. To use Rufus, customers included in the beta offering can simply start typing or speaking their questions into the search bar in Amazon’s mobile app.

It might feel that the modern world is accelerating faster than most of us can keep up. And as usual, Amazon is on the cutting edge of that constant change – not only to grow their bottom line, but to give brands that rely on their platform even more reasons to stick around.

If you’re looking for expert advice on how to implement these new features into your overall business strategy, look no further. Click here to find out more about how Canopy Management’s Amazon experts can help you grow your brand, or to schedule a personalized strategy session.

The post Meet Rufus: Amazon’s New AI Shopping Assistant appeared first on Canopy Management.