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Key Terms and Acronyms for Brands, Advertisers and Sellers

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Key Terms and Acronyms for Brands, Advertisers and Sellers

Don’t know your Buy Box from your Brand Registry, or your DSP from your AMC? Tinuiti is here to help! We’ve put together a veritable encyclopedia of Amazon, outlining definitions for some of the most common terms and acronyms associated with selling and advertising on the platform.

While a truly exhaustive list of Amazon terms might never be complete, we aimed to hit on those most important to sellers, vendors, brands, and advertisers. We’ll be updating our Amazon Glossary over time to maintain accuracy and expand on its comprehensiveness. If there’s anything you’d like to see added, let us know on LinkedIn!

 

A

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ASIN – Amazon Standard Identification Number
An ASIN, or Amazon Standard Identification Number, is a unique 10-character alphanumeric identifier that Amazon assigns to your product once you’ve created a new product listing. This number does not replace a UPC, and is only used for and within Amazon to identify products. If the same exact product is being sold by two or more different sellers, all will have the same ASIN as this is associated with the item, not a particular seller.

If an item you offer is available in a variety of different colors, sizes, pack sizes, or other choice options, Amazon can assign a ‘parent’ ASIN to the product listing, with each variation being assigned its own ‘child’ ASIN. Parent ASINs and child ASINs are also commonly known as parent listings and child listings.

A+ Content – A Plus Content
A+ content is a free-to-use tool that offers brands a unique opportunity to elevate their product listings and captivate shoppers in visually engaging and informative ways, integrating detailed product descriptions, rich images, product comparison charts, and more to help customers make informed buying decisions.

A+ content can include custom paragraph headers and images, and unique image and text layouts, including bulleted features lists. Available exclusively to registered brand owners, A+ Content helps in enhancing brand visibility and product education, crafting a compelling narrative, showcasing your brand story, fostering customer loyalty and trust, and potentially boosting sales.

Amazon formerly offered an Enhanced Brand Content (EBC) feature, which has been deprecated and is now part of A+ Content.

Learn more about A+ Content:

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Medical Guardian Amazon Creative Refresh
Tinuiti’s Amazon Creative Services

Advertising Cost of Sales (ACoS)
Amazon ACoS is an advertising metric that illustrates how much money was spent on advertising in relation to sales.

ACoS is determined using the following formula: 100 ( [total ad spend] ÷ [total ad sales] )

Amazon Ad Server (AAS)
Amazon Ad Server—formerly known as Sizmek Ad Suite—is a global multichannel ad server that enhances advertiser control and holistic measurement capabilities. Amazon Ad Server’s features and functionalities include intuitive campaign management and data visualization tools, advanced DCO capabilities, Amazon Attribution integration, and multichannel ad serving and tag management. Amazon Ad Server is available to advertisers in more than 20 countries, including the US, Canada, Mexico, UK, and India, including both vendors and sellers.

Learn more about Amazon Ad Server:

Amazon’s AAS adtech solutions page
Amazon Ad Server launch announcement

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Amazon Ads Advanced Partners
Amazon Ads Advanced Partner status is a global recognition program that recognizes Amazon Ads partners for the growth they deliver for their clients advertising on Amazon, and their level of engagement and expertise working with Amazon Ads products like Amazon DSP and sponsored ads.

Tinuiti earned Amazon Ads Advanced Partner status by demonstrating expertise in brand building and customer engagement on Amazon.

 

What Tinuiti’s Amazon Ads Advanced Partner status means for our clients

Amazon Attribution
Amazon Attribution is a free analytics measurement solution that provides Brand Registry enrolled advertisers with insights into how their off-Amazon marketing campaigns are impacting their Amazon sales. Brands can measure the impact of their display, search, social, video, and email campaigns on consumers discovering, researching, and buying their products on Amazon.

Amazon Attribution is available to vendors, KDP authors, and professional sellers enrolled in Amazon Brand Registry who are advertising on channels outside of Amazon, as well as agencies like Tinuiti who have clients who sell products on Amazon.

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Amazon Attribution gives brands that sell on Amazon the data needed to invest more heavily in advertising off of Amazon to drive sales. It opens up the opportunity to create full funnel, multi-channel marketing campaigns to support sales goals for our clients across the board.

Portrait of Nii Ahene

Nii Ahene, Chief Strategy Officer, Tinuiti

Amazon Basics
Amazon Basics is Amazon’s private label brand of everyday essentials, home goods, clothing, and more. The Amazon Basics product line launched in 2009 and has grown over the years to include popular, well-reviewed items across many categories. Like most ‘store brand’ lines—such as Target’s up & up and Whole Foods’ 365 Everyday Value® products—Amazon Basics brand items are typically offered at a lower price than their name-brand counterparts in the respective category.
Amazon DSP – Amazon Demand-Side Platform
Amazon DSP enables advertisers to use available data to programmatically purchase video, audio, and display ad placements to target shoppers on and off of Amazon. Amazon DSP allows brands to use Amazon’s incredible targeting capabilities to show ads on both Amazon owned-and-operated web properties, as well as those Amazon does not control.

Using Amazon DSP you can reach audiences on Amazon.com, Fire TV, IMDb, Kindle, Twitch, Apps, Publisher Partners, Third Party Exchanges, Digital Signage Ads and more. Amazon DSP can be used by brands selling on Amazon, as well as brands who aren’t selling on Amazon who want to leverage Amazon insights in their targeting. DSP ads can lead prospective customers to pages on Amazon.com or a brand’s own website, with ad costs based on a CPM model.

Note: Unlike self-manageable Sponsored Products, Sponsored Brands, or Sponsored Display ads, leveraging DSP requires that you work with an Amazon Ads Agency Partner like Tinuiti.

Learn more about Amazon DSP:

Amazon DSP Campaign Examples
How R+Co Uses Amazon DSP To Thrive On The Marketplace
Full Funnel Advanced Amazon DSP Strategy Webinar
A Performance-Based Approach to Amazon DSP Webinar
Amazon’s DSP product page

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Twitch Ads

Amazon Demand Side Platform Guide For Advertisers

Amazon Live
Amazon Live is a live streaming feature on Amazon.com that provides brands and influencers with a platform to share products in real time. Similar to home shopping channels like QVC and HSN, Amazon Live offers an opportunity to discuss all aspects of your products and brand, connecting with potential customers in a more engaging, personal and interactive way. Links to the products being featured in the livestream are easily clickable for viewers who want to learn more, or make a purchase. Viewers can also ask the host questions using Amazon Live’s chat feature.

Amazon Live is free to use, and is available to: Brand owners using Seller Central; Amazon Vendors with an approved Amazon Store in Advertising Console; Amazon Influencers with an active influencer storefront. Livestreams are accessible on desktop at Amazon.com/Live, and under ‘Amazon Live’ in the Amazon mobile app. They can also be organically discovered across Amazon.com, including on PDPs for products being featured in a livestream. All interested users must download the Amazon Live Creator app, which is currently only available and optimized for iPhones.

Learn more about Amazon Live:

Amazon’s Live product page
Amazon Live Creator: Do’s and Don’ts

Amazon OTT Ads
OTT includes video content that is delivered to viewers via the internet through a streaming video service provider—going ‘over the top’ of a traditional cable box. Amazon OTT ads are streaming ads served to viewers watching over-the-top (OTT) video content on connected TVs, laptops, tablets, and other internet-connected devices.

Also commonly referred to as Streaming TV ads, these targeted, non-skippable placements give advertisers an opportunity to reach new and existing audiences at scale while they’re enjoying their favorite ad-supported streaming content. Amazon OTT ads are available to advertisers using Amazon DSP, including those who sell and don’t sell on Amazon.

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“If you’ve ever binged a show on Freevee, streamed a live event on Twitch, or watched your favorite network broadcast app on Fire TV, you’ve experienced over-the-top (OTT) video content.”

Amazon

Learn more about Amazon OTT ads:

Scale your reach with Streaming TV and online video ads
Amazon guide to video marketing
Amazon’s guide to OTT

Amazon Posts
Amazon Posts are designed to increase product discoverability and boost brand awareness. Similar to social media updates in purpose and design, Posts can be managed directly in the Amazon Ads console as of June 2023.

Brand-registered sellers can share brand and product-related content in a “feed” that resembles other social media platforms. Posts appear on your brand’s feed and are highly visible to your current Amazon followers. Amazon’s algorithm also serves posts to potential customers on product detail pages, category-based feeds, and “related product” feeds, enabling new audiences to discover your products. Amazon Posts are instantly shoppable, allowing users to go straight to the item’s detail page to learn more and add it to their online shopping cart.

Posts can appear in the category feed, related Post feed, related brand details page, and/or brand-owned details page. Advertisers cannot choose where Posts appear; this will be determined by Amazon.

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Amazon Posts offer built-in analytics, with KPIs including clicks, views, and shares. Fulfilling the requirements for Amazon Posts participation involves being enrolled in Amazon’s Brand Registry and having an active Brand profile; it is no longer required for advertisers to have a Store to create a Post profile.

Learn more about Amazon Posts:

Amazon’s Posts product page
Amazon’s Guide on increasing Posts reach and engagement

Amazon SEO
Amazon SEO—or search engine optimization—is the process of optimizing your product listings on Amazon to improve their chances of ranking organically in Amazon searches for the most important and relevant keyword searches. Optimizing your listings makes it easier for Amazon to understand the searches for which your product is relevant, benefitting the customer not only through product discovery, but also with the clear, comprehensive product details that are a natural byproduct of a well-optimized listing.
Amazon Stores
Amazon Stores are a free, self-managed product that allows brands to create a customized shopping experience within Amazon.com. Brands can design modern, easily navigable multi-page stores that guide shoppers through every stage of the consumer journey.

Through the use of customizable colors and an array of image, video, and text modules, brands can leverage Amazon’s intuitive, user-friendly templates and features to bring an accurate reflection of their overall brand experience to the Amazon platform.

Learn more about Amazon Stores:

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Amazon Storefront Examples
Why You Should Open an Amazon Store
Tinuiti’s Amazon Creative Services
Amazon’s Stores product page

AMC – Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a secure, privacy-friendly, dedicated cloud-based data clean room that was beta released by Amazon Advertising in 2021. AMC is a measurement and analytics solution designed to help marketers measure performance across different media channels.

“AMC is a clean room solution that advertisers can access, and essentially structure custom queries to explore specific questions that help address top business priorities and measurement challenges, allowing brands to access incredibly detailed data that is specific to their audiences’ journey. AMC gives us the ability to understand what is working and what is the connectedness between “events” – going beyond what traditional reports provide.”

Nancy McLaughlin
Nancy McLaughlin, Senior Director, Marketplaces at Tinuiti

Learn more about Amazon Marketing Cloud:

Tinuiti helped grow Poppi’s new-to-brand orders by 16x using Amazon Marketing Cloud
Demystifying Amazon Marketing Cloud’s Attribution Model Webinar
Amazon’s AMC product page

Amazon Cloud

How Tinuiti uses AMC on the Amazon Ads blog

A-to-Z Guarantee / A-to-Z Claims
Amazon’s A-to-Z Guarantee is a buyer protection promise from Amazon when buying items from third-party sellers on Amazon.com. If a buyer has an issue with the timely delivery or condition of their items upon receipt, they are to first contact the seller directly. If the seller does not provide them with an acceptable resolution within 48 hours of the customer’s first message, the customer may be eligible to file an A-to-Z claim if certain conditions are met.

Learn more about Amazon’s A-to-Z Guarantee.

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Audio Ads
Amazon audio ads are played across premium audio content on first-party and third-party streaming audio services. These non-skippable ads range in length from 10 to 30 seconds, and are available for advertisers who sell on Amazon, as well as those who don’t. Sold on a CPM basis, audio ads can be heard by listeners on Twitch, Alexa News, Amazon Music ad-supported tier, and via third-party Amazon Publisher Direct outlets. Interactive audio ads are also available for Alexa-enabled devices in the US.

Learn more about Amazon audio ads:

Amazon Audio Ads specs
Audio’s impact on emotions: New study on the science of brand building with sound
2 tactics used more often in top-performing Amazon audio campaigns

B

Born to Run Program
Amazon’s Born to Run Program is an invite-only program that helps vendors in successfully launching a new product on Amazon without risking going out-of-stock, or otherwise maintaining elevated stock on an existing item through additional purchase order(s) from Amazon.

Because 1P vendors have less control over inventory levels than 3P sellers, Born to Run gives them an opportunity to give Amazon a ‘heads-up’ that they expect to sell through a certain quantity on a specific ASIN within a 10-week period. This ASIN is often a new product that the vendor is expecting will be a fast seller, but it can also be an existing product/ASIN that the vendor expects higher-than-usual demand for. This can be for any number of reasons, including planned marketing initiatives.

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If a vendor’s Born to Run submission is approved and they do not sell through the additional inventory they expected to in the outlined 10-week period on Amazon, they may be subject to taking the inventory back or paying an inventory retention fee, depending on the terms of their agreement with Amazon.

Learn more in the Born to Run Policy & FAQs.

Brand Follow – Amazon Followers
Amazon Followers are shoppers who have opted-in to receive updates and notifications from your brand by clicking your Follow button. Brand Follow buttons have been integrated into the Amazon shopping experience, appearing within Amazon Stores, Posts, and Amazon Live. Followers are more likely to see deals posted by brands, influencers, and authors that they follow. Brands can manage follower notifications through Amazon Posts and the Manage Your Customer Engagement Tool.

Learn more in Amazon’s Brand Follow announcement.

Brand Registry
Amazon’s Brand Registry is a brand protection program that aims to protect a brand’s intellectual property, preventing third-party sellers from selling counterfeit versions of a brand’s product—or changing their product content—on the Amazon Marketplace. Brand Registry helps brand owners protect their registered trademarks and ensure customers have an accurate brand experience. With access to predictive automations, reporting tools, and proprietary text and image search, Amazon Brand Registry is a valuable, free offering available for brands that have at least one registered trademark.
Tinuiti’s 2023 Amazon Guide

Tinuiti’s 2023 Amazon Guide

Buy Box (BB)
Amazon’s Buy Box is a coveted section on the right side of an Amazon product detail page where customers can click to add a product to their cart (Add to Cart), or make an instant purchase (Buy Now). Both of these buttons result in customers making a purchase from the Buy Box winner. The majority of Amazon customers shop using the Buy Box, with many not even knowing that for some listings, there are multiple sellers they can choose to shop from.

Amazon Buy Box infographic also showing where other sellers can be chosen by shoppers
Image Source: https://tinuiti.com/blog/amazon/sell-on-amazon/

Amazon determines the Buy Box winner based on a number of factors, including price, stock, fulfillment and seller rating. Because the factors that determine Buy Box eligibility are always in flux, the winner of the Buy Box rotations may change over time.

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Only Professional Seller accounts are eligible for Amazon Buy Box rotations. Longstanding sellers have an improved chance of winning Buy Box rotations because they have exhibited a proven track record of successful sales that rate highly with customers and intuit that your business will continue operating at high performance levels going forward.

Note: Sponsored Products are only available for products that own the Buy Box. If one of the products you’re running ads for loses the Buy Box, your Sponsored Products ads will automatically stop running. If you have Sponsored Brands Ads (SBAs) running and you lose the Buy Box, you should pause the ads yourself. Otherwise, you risk paying for traffic to a page where another seller is more likely to get the sale because SBAs aren’t Buy Box-dependent.

Buy with Prime
Amazon Buy with Prime is designed to extend the simplified checkout experience and shipping benefits Prime members enjoy when shopping on Amazon to a brand’s own ecommerce website. Participating merchants can implement the Buy with Prime button on their website for eligible items. When US-based Prime members checkout using the Buy with Prime option, they will automatically enjoy fast and free delivery with a simple return process.

Note: Implementing the Buy with Prime option does not replace a site’s native checkout. It is simply another payment option for Prime members who can choose or not choose to use it when making a purchase on a participating merchant’s site.

Learn more about Buy with Prime:

Amazon Buy with Prime page
How to get fast Prime delivery even when you shop beyond Amazon
Amazon expands ‘Buy with Prime’ to all US merchants

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D

Detail Page Views (DPV)
The total number of Detail Page Views tells advertisers how many times a Product Detail Page (PDP) was viewed within a given time after ad exposure. For Amazon ads, the number shows how many DP views within 14 days of an ad click.

Advertisers also have access to the Detail Page View Rate (DPVR). This rate is calculated by dividing the total number of promoted product Amazon DPVs by the number of ad impressions.

F

Fulfillment by Amazon (FBA)
Fulfillment by Amazon (FBA) is an optional order fulfillment program where Amazon stores, packs, ships, and handles customer service for the products you sell on Amazon for a fee. FBA gives sellers the ability to sell their products with free and/or fast shipping and delivery, which can help boost visibility and sales.

Sellers can use FBA for all of their products, or a selection of products. Since its launch, it has proven to be a game-changer for many brands and businesses that don’t have the time, desire, or necessary infrastructure, expertise, or manpower to handle fulfillment as well as Amazon is equipped to. Key benefits FBA offers include streamlined operations, faster shipping, 24/7 customer service, and improved Buy Box share (for products where shipping or other Buy Box eligibility requirements might be difficult to achieve).

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FBA charges fees based on shipping weight and size, handling fees, pick & pack, storage costs, and seasonality surges.

Learn more about FBA:

Amazon Announces Auction System for FBA Storage Space
Amazon Fulfillment Center Locations
How to Reevaluate Profitability When FBA Fees Go Up
Amazon FBA Small and Light

Fresh
Amazon Fresh is a grocery retailer with physical locations and pickup and/or delivery services in most major cities across the US. Amazon Fresh is also available in select international cities, including Berlin, London, and Tokyo. Customers can place an Amazon Fresh order directly from Amazon’s website, choosing their pickup or delivery window at checkout. Amazon Fresh delivery costs vary depending on your order value, with orders over $150 earning free delivery.

Amazon Fresh physical stores are open for anyone to shop from, while online pickup and delivery orders are only available for Amazon Prime members. Although Whole Foods is also owned by Amazon, it’s important to note that it does not overlap in any way with Amazon Fresh. Whole Foods and Amazon Fresh are operated independently of one another, with separate inventories and facilities.

Note: Amazon Fresh was formerly known as Amazon Grocery.

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Learn more about Amazon Fresh:

Should Retailers Sell on Amazon Fresh or Prime Pantry?
How to Sell on Amazon Fresh
What CPG Brands Should Know About Amazon’s Grocery Operation

Frustration-Free Packaging (FFP)
A sustainability initiative, Amazon’s Certified Frustration-Free Packaging is recyclable, and designed to eliminate the use of any excess packing materials. Amazon works with certain manufacturers to ship their products in their own original packaging—or specially-designed easy-to-open packaging—with no extra Amazon box or tricky plastic or wires to contend with.

FFP aims to reduce the total packing material usage, and/or make packages easier to open. Apart from the box in which the item ships, the product and everything that would otherwise be included with it are the same.

Learn more about the Amazon Certified Frustration-Free Packaging Program.

Fulfilled by Merchant (FBM)
Also known as Merchant Fulfilled Network (MFN), Amazon Fulfillment by Merchant is an optional fulfillment method in which the seller handles all order fulfillment tasks for orders they receive on Amazon, including inventory storage, packing, shipping, and managing customer support. Sellers can fulfill these orders in-house or work with a third-party logistics provider.
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Learn more on Amazon’s Merchant Fulfilled Network page.

I

Inventory Performance Index (IPI)
Amazon’s Inventory Performance Index (IPI) serves as an assessment of how well a seller is managing their inventory over time. Solid inventory management is reflected through consistently balanced inventory levels in relation to sales (neither too little or too much product), maintaining stock on best-selling products, and how quickly and completely any listing problems that impact your available inventory are resolved. Assigned as a number between 0 and 1,000, the IPI Score can be thought of as your ‘grade’ on a test focused on efficient inventory management.

N

New-to-Brand Metrics (NTB)
New-to-brand metrics provide Amazon advertisers with insights into how many of the customers they’ve secured through advertising were new to their brand, and what percentage of their total orders come from NTB shoppers. Additional new-to-brand metrics available include total new-to-brand sales, new-to-brand purchase rate, and cost per new-to-brand customer.

New-to-brand customers include shoppers who have not made a purchase from your brand on Amazon within the last 12 months. This number shows Amazon advertisers how many of their ad-attributed purchases were made by new customers, as opposed to returning customers.

O

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Online Video Ads (OLV)
Amazon’s online video ads appear across Amazon’s owned sites as well as leading third-party publisher sites. These ads are shown across desktop, mobile, and tablet devices, and include in-stream ads shown before, during, and after ad-supported video content, and out-stream ads shown in non-video environments between text and images. OLVs are available to advertisers using Amazon DSP who sell on Amazon—including brands, sellers, vendors, and agencies like Tinuiti—as well as advertisers who don’t sell on Amazon.

“Amazon online video ads can reach audiences with both in-stream and out-stream video ads on Amazon affiliated sites such as IMDb.com and Twitch, and across the web on leading publishers’ sites through Amazon Publisher Services and third-party exchanges. Campaigns that use both online video ads and display ads see an average 320% increase in detail page views and 150% increase in purchase rate as compared to display-only efforts.”

Amazon

Learn more about Amazon video ads:

Scale your reach with Streaming TV and online video ads
Online video ads tips from Amazon
Amazon video marketing guide

P

S

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Seller Central (SC) / Amazon Sellers / 3P Seller
Amazon Seller Central (SC) is the platform used by third-party (3P) sellers on Amazon to manage their account and monitor performance, as opposed to vendors who use Vendor Central. The primary difference between vendors and sellers is that Amazon purchases inventory from vendors to sell themselves, while sellers offer their products for sale directly to customers. Amazon operates on an invite-only basis for vendor relationships.

Learn more on Amazon’s Seller Central page.

Seller Fulfilled Prime (SFP)
Amazon Seller Fulfilled Prime is an optional fulfillment method in which the seller offers Prime shipping for their Amazon.com listings, but handles all aspects of order fulfillment themselves. Utilizing SFP requires meeting and maintaining Amazon’s strict eligibility requirements. Because it is difficult for most sellers to meet Amazon’s requirements while profitably expediting shipping for all of their Amazon.com orders, many opt for the convenience and lower requirements of FBA.

Learn more about Amazon SFP:

Amazon FBM and Seller Fulfilled Prime (SFP): How-to Guide
How to Sell on Amazon

Sponsored Brands
Amazon Sponsored Brands are a popular ad solution that features either product collection or video ads. Product collection ads show up on Amazon, while video ads are able to show on and off of Amazon. Product collection ads show within, alongside, and at the top of relevant Amazon shopping results. A flagship ad type, SBs are available to professional sellers enrolled in Amazon Brand Registry, agencies like Tinuiti, vendors, and book vendors. Sponsored Brands ads are keyword-targeted, highly customizable, and feature your brand logo, custom headline, custom lifestyle image, and multiple products available for sale. Sponsored Brands were formerly known as Headline Search Ads.
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Sponsored Brands are currently offered in more than 20 marketplaces, including the US, Canada, Mexico, UK, and Australia.

Learn more about Amazon Sponsored Brands Ads:

Sponsored Brands Custom Image Creative Now Available on Mobile
Amazon Sponsored Brands Dynamic ASIN Optimization
Amazon’s guide to creating Sponsored Brands video ads
Amazon’s Sponsored Brands product page
Amazon’s complete guide to Sponsored Brands
Sponsored Ads Guidelines and Acceptance Policies
Sponsored Brands video creative ad specs
Amazon Video in Sponsored Brands

Boldify Case Study

See how Tinuiti helped Boldify reach new audiences on Amazon

Sponsored Display
Amazon Sponsored Display ads help advertisers reach and engage relevant audiences on and off Amazon. SD ads are served to shoppers who have shown interest in product categories that are related to your advertised item, as well as shoppers who viewed your PDP without purchasing, serving as a reminder of the item. Advertisers are also able to target specific categories or products related to the product they’re promoting. Sponsored Display is available to vendors and Brand-Registered sellers.

Learn more about Amazon Sponsored Display Ads:

Amazon’s Sponsored Display product page
Amazon’s Sponsored Display guide

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Amazon Ads Sponsored Display

Tinuiti’s approach to display advertising on the Amazon Ads blog

Sponsored Products (SP)
Amazon Sponsored Products are cost-per-click ads that drive traffic to specific product detail pages on Amazon.com. Sponsored products ads are generated using details from your product listings, simplifying campaign creation and launch.

Sponsored products ads appear within, alongside, and at the top of shopping results, and on relevant product detail pages. The advertiser can choose which keywords or products they would like to target, or leverage Amazon’s automatic targeting option. SPs are available to professional sellers, vendors and book vendors, KDP authors, and agencies like Tinuiti.

Learn more about Amazon Sponsored Products Ads:

Amazon’s Sponsored Products product page
The basics of success: Understanding sponsored ads
Best practices for your Sponsored Products ads
Guide to dynamic bidding – up and down, with Sponsored Products

T

Total Advertising Cost of Sale (TACoS)
Amazon TACoS is an advertising metric that illustrates how much money was spent on advertising in relation to overall account sales to show the overall impact of advertising.
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TACoS is determined using the following formula: 100 ( [total ad spend] ÷ [total account sales] )

V

Vendor Central (VC) / Amazon Vendors / 1P Seller
Amazon Vendor Central (VC) is the platform used by vendors on Amazon to manage and monitor their account, as opposed to sellers who use Seller Central. The primary difference between sellers and vendors is that Amazon purchases inventory from vendors to sell themselves—essentially becoming one of Amazon’s suppliers—whereas sellers sell their products directly to customers. Amazon operates on an invite-only basis for vendor relationships.

Vendors are sometimes referred to as 1P (first-party), with common shorthand for sellers being 3P (third-party).

Additional Amazon Resources

 
Also be sure to check out our Amazon Services page—or contact us today—to learn more about how Tinuiti can help elevate your brand on Amazon and beyond.



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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

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How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.

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Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and You.com, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge

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SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.

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Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.

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Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).

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You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.

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Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

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  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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