%201.webp)
.svg)
%20(10).svg)
%20(9).svg)
Missed out on Amazon Accelerate 2024? No worries—we’ve put together a summary guide that will help you stay on top of the latest innovations and go into Q4 armed for success!
From AI-driven advancements to global expansion opportunities and powerful new tools, Amazon is making big moves to help sellers adapt to an ever-changing ecommerce landscape.
In this post, we’ll break down the most impactful sessions and takeaways to help you prepare for what’s ahead.
.svg)
.webp)
.webp)
.webp)
%201.svg)
.webp)
.svg)
%20(1).webp)
.svg)
Kicking Things Off: Embedded Third-Party Apps!
One of the most exciting announcements for us at Carbon6 is the introduction of Embedded Third-Party Apps, featuring PixelMe by Carbon6.
This feature allows sellers to access and utilize their preferred apps—whether for tracking advertising performance, managing inventory, or analyzing sales data—without leaving the Seller Central interface.
By embedding these tools, sellers can enhance their workflow efficiency, seamlessly analyze data across multiple channels, and take action promptly from a unified platform. Testing of this integration is expected to begin rolling out on October 30, 2024.
Amazon Accelerate Day 1: Setting the Stage for Innovation
AI Takes Center Stage: The Future of Commerce
AI was a hot topic of this year’s event, which is no surprise given that it seems to be a hot topic everywhere.
On Day 1, a powerful partner session from Marcus Gverzdys, Director of Sales at Perpetua, teased the bigger announcements to come on Day 2, underscoring the significance of AI not just for the Amazon marketplace, but commerce as a whole.
Gverzdys’ stance on adding more automation to business was clear: "AI is a necessity, not a luxury.”
Gverzdys also shared that over 80% of shoppers no longer follow a linear path on their shopping journey, making it crucial for sellers to leverage AI to connect with consumers in more personalized ways.
Expanding into Europe: The $632 Billion Opportunity
For sellers looking to expand their reach globally, Melanie Shabangu from Avask delivered a smart and actionable session on the importance of entering the European market.
With Europe's ecommerce market valued at $632 billion, she stressed that sellers who don't expand will find their products overtaken by competitors.
“If you’re not expanding into Europe, someone else is, and they’re selling your product,” said Shabangu. Her advice for getting started? Just start.
Use the expertise you already have on Amazon and take advantage of Amazon's built-in infrastructure to fast-track your global expansion. Just don’t overlook important factors like listing localization, cultural nuance, and global market demand when you do so.
Optimizing Global Ad Campaigns with Amazon Ads
In, “Go Global, Helping Your Brand Extend Reach and Visibility,” Richa Sharma, Principal Technical Manager with Amazon Ads highlighted the importance of using Amazon's global advertising tools to expand into international markets.
Here were the features Sharma mentioned to help global brands:
- Global Accounts feature for managing international campaigns through a single dashboard
- Multi-country campaign manager for running ads in up to five countries simultaneously
- Auto localization for sponsored display ads
- Global permissions and billing for streamlined operations across markets
Sharma also shared the success story of CRBN Pickleball, which saw 41% of their total sales in international markets coming from sponsored products after leveraging Amazon's global advertising tools.
The Power of AI for Sustainable Growth
Greg Wolny, VP of Marketing at Stackline, discussed AI's role in predicting market trends and optimizing promotions in “AI-Fueled Forecasting: The Playbook for Sustainable Growth.”
Wolny introduced the concept of signal sensitivity, explaining that even small promotional signals can significantly increase sales without needing a price cut. “Signal sensitivity is more pronounced in ecommerce than ever before,” said Wolny.
He encouraged sellers to use AI to forecast marketing lift and predict sales outcomes, helping to allocate resources efficiently and optimize return on investment.
Amazon Accelerate Days 2 & 3: New Tools and Features to Propel Seller Success
Amazon Accelerate Days 2 and 3 included the biggest announcements from Amazon itself, including a series of updates focused on sustainability, logistics, profit analytics, and new partnerships.
Amazon’s AI Announcements
Automated Seller Support? Amazon Unveils Project Amelia: AI-Powered Assistant for Sellers
This AI assistant in Seller Central will provide personalized guidance across key areas, including inventory monitoring, demand forecasting, marketing strategy recommendations, and account health maintenance.
New AI-Powered Tools
- Business Planner: Merges sales, traffic, and market data for dynamic, real-time planning
- Custom Analytics: Enables interactive dashboards for data visualization and trend analysis
Generative AI for Amazon Ads
This innovation enables sellers to create engaging, ad-ready images and videos instantly, leveling the playing field for smaller brands.
AI-Driven Personalization and Customer Experience
Amazon is introducing advanced personalization for product titles, tailoring them based on individual shopping preferences and search keywords to increase relevance and conversion opportunities.
AI in Product Compliance
Amazon highlighted the future of AI in product compliance, helping sellers identify and address compliance requirements during the listing process.
Customer Journey Analytics Tool
This tool allows sellers to follow customers from interest to conversion, offering advanced audience segmentation and tailored promotions for more effective ad spend.
AI for Listing and Product Detail Pages
Sachiv Mehta, Director of Listing Experience, discussed AI advancements for creating personalized and high-converting product content, including:
- AI-assisted generation of titles, bullet points, and descriptions
- Enhanced A+ Content features with AI-powered prompts and automatic translations
Other Updates from Amazon Accelerate 2024
Buy with Prime (BWP) Updates
- Integration with PayPal for seamless checkout (rolling out in 2025)
- BWP delivery estimates on TikTok Ads
- Upgraded Shopify integration for combined Prime and non-Prime orders
- New advertising opportunities through Amazon DSP
Amazon-Managed Supply Chain Solution
Amazon introduced the Fully-Managed option for Supply Chain by Amazon, offering a comprehensive solution for third-party sellers to streamline their logistics from manufacturers to customers globally.
Veeqo Profit Analyzer
Amazon's Veeqo Profit Analyzer provides detailed insights into product profitability, helping sellers track financial performance and make informed decisions.
Prime Air: Drone Delivery Expansion
Amazon is expanding its drone delivery service, with plans to launch operations in Arizona following successful testing in Texas, promising delivery times as short as 13 minutes for Prime customers.
Amazon Warehousing and Distribution Update
AWD will soon accept oversized and expiration-dated inventory, as well as practice the First-In-First-Out (FIFO) method, enhancing fulfillment efficiency for businesses dealing with time-sensitive products.
Your Exclusive Discounts
This new feature allows sellers to tailor promotions for different customer segments, offering more precise control over campaigns to meet specific business goals.
Recommerce and Sustainability Exchange
- FBA Grade & Resell program for relisting unfulfillable inventory
- FBA Liquidations program to recover value from excess inventory
- FBA Donations program to contribute excess inventory to communities in need
- Launch of Amazon Sustainability Exchange and expanded Sustainability Solutions Hub
Last But Not Least: Lessons from Martha Stewart
Martha Stewart: “Amazon? I’m a fan.”
Here’s what else Martha had to say:
- Organize your day around curiosity
- Pursue ideas you're passionate about
- Use your cleverness and smarts to make your product widely known
- Enlist help if you need support in marketing your product
Stewart also called out Amazon for their high FBA fees, getting a good laugh out of a crowd full of mostly Amazon sellers.
Amazon Accelerate: Key Takeaways and Action Items for Sellers
As we wrap up our recap of Amazon Accelerate 2024, let’s summarize the top insights and provide a clear roadmap to help you leverage the latest developments:
- Embrace AI for Growth
AI is revolutionizing every aspect of Amazon selling, from listing optimization to advertising. Start integrating AI tools like Project Amelia and Generative AI for Amazon Ads into your workflow to automate tasks and improve efficiency. Experiment with AI-generated content for your product listings and A+ pages to boost conversion rates. - Expand Globally
The $632 billion European market is a massive opportunity for growth. Research which countries best align with your product offering, paying close attention to cultural and language similarities. Test the waters by using Amazon’s global advertising tools before committing to a full-scale expansion. - Leverage Sustainability Initiatives
Amazon’s sustainability programs, like FBA Grade & Resell and FBA Liquidations, are not only about reducing waste—they’re also about recovering value from excess inventory. Assess your current inventory practices and explore how you can participate in these programs to drive efficiency and appeal to eco-conscious consumers. - Maximize the New Buy with Prime Features
With the integration of PayPal and TikTok ads into Buy with Prime, now is the perfect time to evaluate its potential for your off-Amazon channels. If you’re already using Buy with Prime, prepare to take advantage of these new capabilities to drive more traffic and improve conversion rates across your channels. - Optimize Your Supply Chain with New Tools
Amazon’s fully-managed Supply Chain option and updates to Amazon Warehousing & Distribution (AWD) offer new efficiencies, especially for sellers managing expiration-dated or oversized inventory. Take a hard look at your current supply chain operations and identify areas where you can reduce costs or improve logistics. However, make sure to maintain some independence to keep flexibility in your operations. - Utilize New Customer Journey and Personalization Tools
Amazon’s new Customer Journey Analytics tool allows you to track the entire customer lifecycle and create more targeted promotions. Use these insights to fine-tune your marketing strategy and product offerings to specific customer segments. Tailored, data-driven promotions are key to boosting sales and improving customer retention. - Stay Compliant and Optimize Listings with AI
AI is being leveraged to streamline product compliance and enhance listing quality. Regularly audit your listings to ensure they meet compliance standards and use AI-driven tools to optimize titles, bullet points, and A+ content. Staying proactive in these areas can protect your account and drive more conversions.
Final Thoughts
As we move into Q4 2024 and beyond, the key to success on Amazon will be adaptability. While Amazon’s tools offer powerful advantages, they’re most effective when paired with a strategic approach.
- Embrace AI and data-driven solutions to optimize your operations and stay competitive.
- Explore global markets to diversify your revenue streams and tap into new customer bases.
- Prioritize sustainability in your business practices to align with Amazon’s initiatives and appeal to eco-conscious consumers.
- Leverage new advertising and analytics tools to create more targeted and effective marketing campaigns.
- Stay ahead of Amazon’s ever-evolving policies and features to keep your business competitive. Sign up for our weekly Top 5 AMZ Reads newsletter so you never miss an important update to adjust your strategy.
Remember, while Amazon’s ecosystem offers great advantages, it’s wise to maintain a balanced approach by using third-party tools alongside Amazon’s solutions. By thoughtfully implementing these strategies and leveraging the insights from Amazon Accelerate 2024, you’ll be well-positioned to grow your business, overcome challenges, and thrive in the ever-evolving world of ecommerce.
We look forward to connecting with you again at one of the next high-value Amazon seller events!
