Amazon Seller Updates: New Features on Amazon DSP & Tools to Boost Your Business

What Amazon Sellers Need to Know This Week 

This week brings new advancements for advertisers and sellers, with updates designed to improve campaign performance and streamline operations.

• Amazon Demand Side Platform (DSP) Campaign Upgrades: Advertisers can now fine-tune their campaigns with advanced targeting options, including specific in-stream positions for video ads and out-stream placements for online video. Additional features allow targeting based on video duration, fold positions for display and video campaigns, and native content placements like in-feed, in-article, or recommendation widgets.
• Teamsters Union Strike Against Amazon: The union has initiated what it calls the largest strike against Amazon, targeting facilities across the US just days before Christmas. 

Stay updated for insights on how these Amazon seller updates could impact your business strategies.

Advanced Amazon DSP Targeting and Streamlined Invoicing

Amazon DSP now provides advertisers with granular control over video ad placements. Key features include:

• In-Stream Position Targeting: Advertisers can select specific positions for video ads, such as pre-roll, mid-roll, or post-roll, in streaming TV and online video campaigns. This ensures that ads appear in contexts most likely to engage viewers.
• Out-Stream Placements: For online video campaigns, advertisers can now target out-stream positions to capture audience attention in non-video content contexts.
• Duration-Based Targeting: Ads can be aligned with video content of specific lengths, ensuring relevance to the audience and campaign goals.

These tools empower advertisers to match their video campaigns with specific audience engagement strategies, boosting ROI. For example, targeting pre-roll ads during popular streaming TV shows can maximize visibility for a product launch.

Availability

• Accessible through the Amazon DSP user interface, bulk tools, and API.
• Supported regions include North America, Europe, Asia Pacific, South America, and the Middle East.

Enhanced Targeting for Display and Native Ads

Display and native advertising campaigns also benefit from new placement options:

• Fold Position Targeting: Advertisers can choose whether their ads appear above or below the fold, optimizing visibility and engagement for display and online video ads.
• Native Content Placement: Select specific Amazon ad placements such as in-feed, in-article, or recommendation widgets to seamlessly integrate ads within native content.

These controls allow advertisers to refine their ad placements, ensuring higher visibility in high-engagement zones. For instance, a health and wellness brand could use above-the-fold targeting for its display ads to immediately capture attention on a popular fitness blog.

Availability

• Available globally across Amazon DSP and third-party inventories, with expanded coverage planned for Amazon-owned properties by Q1 2025.
  

Being able to better control format and placement allows advertisers to hone in on the most effective ad types for each product.

Unified Global Billing for Self-Serve Advertisers

Managing invoices across multiple countries is now simpler with Amazon’s unified billing center. Key features include:

• Centralized Invoicing: Sponsored ads and DSP self-service advertisers (those who create and manage their own ad campaigns on Amazon) can view and download invoices across all countries from a single page, both individually and in bulk.
• Country-Level Summaries: Access consolidated billing information, including total amounts due and overdue, per country.
• Bulk Downloads: Save time with bulk invoice downloads and payments.

This update reduces administrative overhead, allowing advertisers to focus on campaign performance rather than financial logistics.

Availability

• Supported for Sponsored Ads and Amazon DSP advertisers in major global regions.

Strategies to Leverage These Amazon DSP Updates

• Target with Precision: Use in-stream and fold position targeting to align ad placements with your audience’s viewing habits. For example, place pre-roll ads during streaming content for higher engagement.
• Optimize Visibility: Select above-the-fold placements for product announcements or promotions to maximize impact.
• Streamline Operations: Take advantage of the unified billing center to simplify invoicing and ensure timely payments, especially for global campaigns.
• Integrate Tools: Combine Amazon DSP updates with tools like PixelMe and Amazon DSP Prime to optimize campaigns and improve tracking.

Embracing these advancements opens up exciting new ways for advertisers to engage with their audience, simplify processes, and drive tangible results.

Amazon Teamsters Strike Amid Holiday Rush

In a historic move, the Teamsters have initiated what they are calling the “largest strike” in US history against Amazon. With the timing less than a week before Christmas, the strike has the potential to cause significant disruptions to Amazon’s operations, particularly in fulfilling holiday orders. 

The Strike: What’s Happening?

The Teamsters’ strike officially began Thursday morning, with thousands of workers taking to the picket lines at various Amazon facilities across the country. This includes key locations in:

• New York City
• Atlanta
• Southern California (3 locations)
• San Francisco
• Skokie, Illinois

In addition, local unions have set up picket lines at hundreds of Amazon Fulfillment Centers nationwide, amplifying the reach of the protest.

Teamsters President Sean O'Brien has already joined striking workers at the City of Industry, California, where the strike entered its second day.

Despite the scale of the strike, Amazon claims that the walkout has not significantly impacted their operations. The company also disputes the Teamsters’ narrative, suggesting that many of the individuals involved in the protest are “outsiders” and not Amazon employees.

Why Are Workers Striking?

• Higher wages: Workers are seeking improved pay, especially in light of rising costs of living.
• Better benefits: Health care, retirement, and other benefits are also key issues.
• Safer working conditions: There have been ongoing concerns about the safety of workers at Amazon facilities, especially with high productivity targets.

While Amazon has increased the average base pay to $22 per hour, Teamsters argue that these hikes are insufficient and fail to address broader concerns.

How Sellers Can Mitigate the Impact

• Diversify Fulfillment Options: If possible, sellers should consider using other fulfillment options, such as Seller Fulfilled Prime (SFP), to reduce reliance on Amazon’s fulfillment centers.
• Plan for Longer Shipping Windows: Adjust shipping estimates to account for potential delays caused by the strike.‍
• Leverage 3PLs: The strike may lead to inventory shortages at impacted locations. Keep buffer stock ready at an external warehouse to minimize disruptions.

Other Amazon Seller News This Week

1. Manage Draft Listings with Ease: The updated Complete your Drafts dashboard streamlines the process of managing and publishing draft product listings for sellers.
2. Generative AI for A+ Content: All Brand Registered sellers in the US can now use generative AI tools in the A+ Content Manager to create engaging product content more easily.
3. New Discount Options for Sellers: Sellers can now offer percent-off discounts with a minimum discounted price floor, giving them more control over promotional strategies.
4. Retirement of Global FBA Inventory Report: The Global FBA Inventory report will be retired on December 27, 2024, as Amazon transitions to more efficient inventory management tools.
5. Amazon Quick Commerce in India: Amazon has begun trials for 15-minute grocery delivery, entering India’s competitive quick commerce market to meet growing consumer demand.‍
6. Important VAT and Agreement Updates for Sellers: Updates to the Amazon Services EU Business Solutions Agreement, including new VAT rules for Switzerland sales, will take effect on January 1, 2025.