Amazon in Ireland. An Irish fulfilment centre is scheduled to open in 2022. This will improve delivery speeds in the region and also benefit Irish brands who want to get into FBA quicker. Remember though, just because it's close to you, doesn't mean the system will pick it as the FC for your stock. [Ireland].
Amazon Creative Services. I didn't know this was a thing until today. I also just found out some big brands have used it during the beta and experienced great results with video editing. If we go by most of Amazon's own content though, I think you'd be better placed investing in a team (not always in-house) who will slowly understand your brand better than any new person. Thus creation better results. [Creative Services].
Amazon advertising ROAS based-bidding. This will likely be the start of what is to come. Google, which is more advanced than Amazon, has had this functionality for some time. Ultimately increasing the level of automation available. Lots of chatter suggesting this replaces some PPC tools. I personally feel Amazon will continuously develop and ultimately tools will become somewhat obsolete. [Bidding].
Sons of Amazon image example. It's subtle, but see how the logo in the background adds a bit of quirkiness to this image. Particularly given the strength of their logo anyway. Their website strategy is also cute, pinging traffic back to Amazon. I recently heard that just having the "buy on Amazon" button on your site can increase total conversion rate. Despite the great image though, I did spot Lavazza peppering their listing with product targeting ads. I would also like to see a stronger storefront, an example of how we can't just throw nice images up without thinking about the customer journey. [Storefront].
Amazon Attribution reports. We know it's good to send external traffic to Amazon. Pushes sales rank and can increase your conversion rates. Now you can get more in-depth reports into how channels are performing. [Reports].
Going down under with Alexa. "It's a bad day to be a beer" is a lovely phrase I've picked up since moving to Australia. Now Alexa is getting involved. [Alexa].
Co-op offers 10,000 skus on Amazon. The 3rd supermarket to do this. Products are picked and packed locally then delivered by Amazon 'flex' drivers. As per David Glick's statement on fulfilment networks, I think this is a great move by Amazon to drive up the number of packages they're delivering. [Coop].
Cheerios simple but strong images. [Cheerios]. See all our "content of the week" emails here, or subscribe here.
Don't create a brand because of hype. This is a brilliant write-up on the Seltzer category. Detailing why many brands have probably fucked it and will be burning cash on Amazon ads to compete for a tiny market size on the platform. [Elliot].