Amazon unBoxed 2021: Full Recap, Announcements, and Expert Takeaways

“By using schedule based budget rules with event based recommendations, you can set your campaigns to adjust budgets only on these peak days ahead of time. Through Amazon Advertising API or Advertising Console, you can set the date range and the percentage by which you want to increase your budget.”
 
Becca Zabow | Senior Product Marketing Manager, Amazon Ads
Interested in posts (beta)? Zabow shares that posts (beta) helps brands build an emotional connection with shoppers while they are in discovery mode. With posts (beta), you can make your product stand out and grow your follower base. Shoppers can find your posts in carousels on product detail pages, in content feeds for related products and categories, and in your store. Amazon’s system will automatically set where your posts will live based on relevance and shopping engagement.

Day 1:

Day 2:

Amazon unBoxed 2021: Day One Keynote

In this session, Kendra Tal explores Amazon Ad’s interactive ad products and how brands can make exploring content easier than ever via video and audio with voice commands and TV-remote clicks. Tal highlights new opportunities for customer engagement considering consumers are utilizing phones, computers, tablets, TVs, smart speakers, and more on a daily basis. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

Each of the Brand Metrics 

Hancock wrapped up her recommendations with some impressive stats from December 2020 that underscore the value of strategically combining tactics for the biggest return. 

Image Source: https://www.amazonadvertising-unboxed.com/
Rule-based bidding

1. What is my objective or goal?

• Coy highlights the importance of getting hyper-specific with your objective or goals
• This is where core growth objectives can come into play like: awareness, consideration, purchase, and loyalty
• He encourages advertisers to develop a campaign strategy specific to growth objectives

2. What insights or best practices exist to inform my creative?

• Coy covers the wide range of insights Amazon Ads provides to inform your creative decisions and to help boost performance like: vertical creative guide, category benchmarks, past campaign performance, customer reviews and audience insights, and creative insights

3. What creative elements can I test to drive performance?

• Coy covers the importance of A/B testing in a variety of ways through copy, colors, backgrounds, CTAs, and more to help drive optimal performance

When it comes to measuring success, Prithviraj encourages advertisers to utilize Amazon’s two flagship solutions for this work:

• Through the power of Amazon audience insights, Amazon was able to determine that SF Bay had fewer purchasers in the 25-35 age range than similar brands
• From there, Amazon took a look at customer reviews to see if any common attributes were called out by customers (many focused on flavor and its environmental friendliness)
• Amazon then took a look at grocery-focused creative insights to understand what would help performance across all KPIs. From there, they tested a variety of messages and creative to see what really resonated with consumers.
• Amazon found an 8% increase in CTR with flavor focused messaging as opposed to environmentally friendly messaging and by leveraging audience insights, just one year later, SF Bay has grown their millennial audience significantly (their intended goal)

 
Victoria Drake | Senior Program Manager, Measurement, Amazon Ads