Amazon did it again.

This might be one of my favorite updates yet: Custom Analytics.

You can now build your own dashboards with trend charts, tables, and even multi-year views. And the depth here is wild—up to 103 metrics and 20 dimensions to play with. I

t’s fast, flexible, and honestly a huge step forward for getting the data you need without jumping through hoops.

Whoever at Amazon worked on this—just know, this is so appreciated. It’s something we’ve all needed for a while.

We’re already digging into it and will be sharing some videos soon—what it looks like, how to use it, and where it can really shine.

You’ll find it under the Reports menu > Custom Analytics.
(Shoutout to Muhammad Kamran for putting this on my radar 🙌)

This is gonna save teams so much time. Can’t wait to see what others build with it.

“Frequently returned ASINs can’t participate in promotions.” That’s the message sellers are waking up to, days before Prime Day goes live.

It’s not new. It’s not an error. And it’s not going away.

What worries me the most is seeing sellers thinking of it as a deal issue. A discount problem. Something that can be fixed by changing a checkbox, while what’s really happening is more systemic: Amazon is turning return data into an eligibility filter. One that doesn’t just impact short-term offers but also affects long-term visibility, placement, and platform trust.

For years, sellers treated returns as a cost of doing business. Now, they serve as a signal of business quality, and Amazon is closely monitoring those signals.

So now, if your product racks up too many returns, it gets flagged. Not manually. Not emotionally. But through automated rules applied across the catalog. And once flagged, you can lose access to Prime Exclusive Discounts, lightning deals, seasonal placements, and even ranking velocity.

That’s where this gets serious, first because it is really painful to plan something and not being able to apply it, but most importantly because sometimes the reason for this issue to start appearing is because many sellers just look at the front end and put a check on the list.
✅ Clean titles.
✅ Optimized bullets.
✅ A+ content.
✅ Good reviews.

But the backend tells another story.
• Unresolved returns.
• High refund ratios.
• Category mismatches.
• Buyer feedback that doesn’t get surfaced in reviews, but shows up in tickets.
These are the signals Amazon sees, and when they add up, your product stops qualifying.

Amazon is aligning promotional eligibility with product performance. Not the kind you market, but the kind you operate.

Return rates, refund reasons, buyer behavior, backend accuracy, and compliance history now determine if your offer gets airtime.

If you’re a brand: audit your “frequently returned” ASINs and check how clean the data is.
If you’re an operator: build processes to review return reasons regularly, just like you would for keyword shifts or conversion drops.
If you’re an agency: bring this into the strategy conversation. Because without back-end integrity, front-end performance won't scale.

This post isn’t about losing a Prime Day spot. It’s about being quietly disqualified, without even realizing it.

This is BIG.

You can now get Vine reviews before your product even launches on Amazon.

That means you can launch with up to 30 real customer reviews already on day one. Just imagine how much of a boost that gives your conversion rate, ranking, and overall momentum out the gate.

What do you think?
(Props to the Amazon team for this one 👏)

About a week ago, a customer on http://Amazon.de flagged an issue — they wanted to buy our product but were being asked to confirm their age and shown a €3 “youth approval” delivery fee.
The product isn’t age-restricted, yet over a week later Amazon is still “investigating.”
This delay is stopping the customer from buying, and makes both us and Amazon look bad.
Why does it take so long to fix something so obvious?

📸👇 (with the screenshots)

Last year, I shared the specific changes and the buildup from Amazon for Prime Day. If you compare that to this year, it's completely revamped ad types.

All ad types have many new features available this year which can help you tackle the 4-day upcoming event. I will talk in detail about SP campaigns as they generally are the most important ones for every advertiser.

SP campaigns now have the Sites option to target B2B audiences. Business customers are growing, and PD is a great opportunity for them to buy products at big discounts. So, if you have even a small % of B2B sales every month, try to create a separate campaign targeting these customers and also increase the placement % for these campaigns.

Another major update is the availability of AMC Custom Audience targeting and you can easily create a targeting list for PD and utilize your spend in a better way with these customized audiences. SP also gives the option to create automated rules so you will not run OOB during the sale. These rules are standard across the account; you can customize them according to your need.

As it’s a 4-day event this year, you need to focus slightly more on the dayparting trends, as last time we saw that most of the brands were seeing a trend where dayparting rules were hurting the campaign performance because of an increase in new audience segments. We saw that a few of the accounts were showing over a 5% increase in Gen Z shopping audiences.

It’s really important to understand your audiences to decode and strategize the overall campaign structure and budget allocations. Run Day 1 as usual without any dayparting rules and analyze those Day 1 trends at the EOD and make changes based on that.

You might be noticing a drop in sessions on your ads. It may feel concerning, but this is actually normal. We have seen this pattern across many accounts just before major sale events like Prime Day.

Shoppers are browsing, comparing and saving products to their wishlists but many are waiting for deals to go live. So what looks like a dip in performance is often just a shift in buying behavior.

Here are a few key things, I am focus on currently-

1. Pausing keywords that are wasting spend and have not converted in the last 30 days because I don't want any AB testing for now. I need to reallocate my budget in most profitable campaigns and products.

2. Creating separate campaigns for Prime specific. Making sure that the inventory is good enough so that it don't create any problem during sale.

3. Looking into hourly report, which can help me in understanding the budget allocation during sale. I had saw in past how budget crazily utilise during sale and if you have limited budget, you need to utilise them in proper way.

4. Cross checking all the campaigns, whether they need to be tweak or not and focusing on high CVR targets.

The summer sales calendar now revolves around Amazon’s anchor, with most major U.S. retailers scheduling competing events within days of Prime Day’s expanded four-day window.

Amazon’s decision to double Prime Day from two to four days (July 8-11, 2025) has triggered an industry-wide response, transforming mid-July into a mandatory shopping season. The expanded event forces competitors into an escalating arms race for summer shoppers, with each retailer under increased pressure to stake out their territory in the same compressed timeframe.

The timing of competing retailer events is no accident. TikTok Shop is the newest contender in the summer sale season, having launched in the U.S. less than two years ago. It will run its “Deals for You Days” from July 7 to 19, essentially bookending Amazon’s event with the longest competing sale. Walmart extends its competing “Walmart Deals” to six days (July 8-13), up from four last year. Target’s “Circle Week” spans from July 6 to 12, while Best Buy revives “Black Friday in July” from July 7 to 13. This isn’t a coincidence – it’s strategic coordination around the date Amazon set.

Major Retailer Summer Sale Events

The dates are similar, but the tactical differences vary among retailers. Amazon restricts Prime Day to its 200+ million paying members, creating exclusivity but limiting reach. Target and Walmart counter by making their events accessible to all customers while offering early access to their paid loyalty members. This inclusive strategy aims to capture bargain-seekers who might otherwise join Prime specifically for the event.

Meanwhile, Trump’s tariffs are quietly reshaping participation. Some third-party sellers who previously relied on China-made goods are reportedly pulling out of Prime Day, citing increased tariffs as responsible for a lack of flexibility around pricing. This creates opportunities for retailers with domestic supply chains – notably Walmart, which claims two-thirds of its sourced goods are made in America – to fill gaps where Amazon’s marketplace could struggle.

The competitive response reflects how Prime Day has become the kickoff to a mid-year retail season. What started as Amazon’s birthday celebration has now evolved into a week-long deal frenzy that generates billions in industry-wide sales. Amazon still captures the lion’s share, but the competing events have created an unofficial “Summer Shopping Week.”

The timing coordination extends to category focus. Multiple retailers are emphasizing back-to-school shopping, with Target leading this positioning most aggressively through teacher discounts and maintaining 2024 pricing on school products. This strategic focus allows retailers to differentiate from Amazon’s broader “everything store” approach while capitalizing on seasonal shopping patterns.

The expansion also reveals the limits of membership-gated commerce. While Amazon’s Prime exclusivity drives subscriptions, competitors benefit from opening deals to all customers. This access strategy becomes more important when economic pressures encourage price comparison over convenience.

Prime Day everywhere isn’t just about competing with Amazon – it’s about competing for the same compressed shopping window that Amazon created. The result transforms July into retail’s most concentrated month outside of the holiday season, with every major player forced to participate or risk losing market share during a period when consumers are primed to spend.

This coordination represents retail’s adaptation to Amazon’s calendar dominance, but it also shows the industry’s recognition that fighting Amazon’s timing is less effective than leveraging it. By clustering competing events around Prime Day, retailers are attempting to transform Amazon’s exclusive member event into an industry-wide sales season where multiple winners can emerge.

Amazon Video Builder | Updates
If you are NOT running Sponsored Brand video ads, you are absolutely leaving money on the table.

If you are only running one or two Sponsored Brand video campaigns, you are absolutely leaving money on the table.

We have seen Sponsored Brands alone drive an additional 5-15% of Ad Sales if used appropriately.

🔑 They key to maximizing Sponsored Brand inventory?
Aligning creative, with intent, and targeting.

With the proper tools, creative is no longer a limitation.
You can create multiple different videos directly within ad console.

What do I mean by this?
Let's take a Mason Jar 🫙
How many different ways can I advertise a Mason Jar?

Well, we could target the canning community.
Or I could target the wedding decor community.

Each of these are advertising the same product, but targeting a very different audience.

And if I create a unique video for each, and a unique campaign for each, I will see a much higher CTR, CVR, and more than likely, RoAS.

Historically, the creative lift was too much for this type of alignment, but now? Easy peasy :)

Quick tips for using Video Builder -

🔶 Adjust the scene / output by testing different assets to pull from
🔶 Edit the copy and font to align with your brand guidelines
🔶 Lean on Creative Studio if you want more control over your output

AMAZON JUST DROPPED A LEGIT BI TOOL.

“Custom Analytics” lets sellers build dashboards with 100s of metrics across everything in Seller Central.

Think Tableau… but native to Amazon.

Did not expect this. Looks cleaner than most 3rd-party tools.

HUGE move my Amazon!

Comes with many ready templates, and let's you build your own custom ones.

What We Learned from Our First TalentHub Client

Brands that have their in-house Amazon ads management team are generally not familiar with most of the new and trending things in the Amazon PPC world because they have limited connections and resources. And when you compare that with an agency, which has the data learnings from multiple brands across categories, and they are sharing their learnings across all the teams, each individual is learning something every week. The knowledge difference between a person in-house and a person in an agency is huge.

Also, in-house teams are only learning either by reading blogs or LinkedIn posts shared by agency people. They are not able to experiment much as they have limited resources and are missing someone who can guide them. Also, they don’t have the option to test across multiple brands and markets.

To tackle this, we introduced our Learning Console for the TalentHub clients, where the individuals from any team can access and directly become a part of our weekly learnings and can access free tools which we build to manage the overall optimizations. Apart from that, we are also sharing all our test-and-learn strategies with results across markets and ad types. Also, we are offering solutions for any queries or issues. Our first client liked our Learning Console idea, and he is now looking to onboard all their Amazon in-house team on the Learning Console.

With this kind of setup, TalentHub is offering solutions to problems everyone is facing currently, whether it’s related to hiring, which we all know has become more difficult in the age of AI, or helping your in-house team become more competitive and updated through the Learning Console.

Buying a car on Amazon?

It still blows my mind that this is a thing. Dropping $30-70K on a car from the same place you buy paper towels? Wild.

I opened the Amazon app last night and front and center was a Hyundai Ioniq 9 Sponsored Ad. So naturally, I had to dig in.

Search pages. Product pages. It all looked and felt just like shopping for sandals or snacks.

Right now, Hyundai Motor Company (현대자동차) is the only brand in the Amazon Autos beta, which was announced December 2024. Will it expand? Are people into it?

Honestly… yeah.

According to some real-life buyers in the forums, it’s smooth: upfront pricing, online financing, paperwork done before you even hit the dealership. One person said they were in and out in 30 minutes. 30 minutes?!?

And the reviews are mostly positive. Folks love the transparency. No awkward upselling, no surprise fees, no “let me talk to my manager” haggling games.

There are limitations, of course: you can’t test drive online, there’s no negotiating, and it’s only for new Hyundais in certain markets.

Still, Amazon is making car shopping feel refreshingly easy, and that’s the whole point. Based on what I could find, dealers are loving the visibility, but some are worried about losing their margin-padding extras.

Bottom line: if Amazon expands beyond Hyundai, other automakers will definitely feel the pressure.

Is it the future of car buying? TBD.

Amazon quietly rolled out AI Video Generation for Sponsored Brands — and I just tested it.

It’s still in beta and not available to all accounts yet, but here’s a quick breakdown of how it works, what it creates, and why it matters.

Not perfect, but it’s a big step in the right direction. Curious to see where Amazon takes this next.

👇 Full walkthrough in the video. Let me know your thoughts.

THIS IS BIG!

Looks like you can now advertise Virtual Bundles via Sponsored Products!

I've seen no announcement from Amazon about this!

Amazon made this change completely under the radar!

Another good example of Amazon’s new two-part title guidelines.

They are now implementing this across categories.

If you haven’t updated your titles yet, consider making the change.

It can help improve traffic.

Leading into Prime Day - there is always the question: How can we push more sales?

The answer: AMC AUDIENCES!

With the rollout of Amazon created AMC audiences, we are able to segment out our potential customer pool by step:

🔸 High Likelihood to Purchase based on recent shopping activity: For NTB customer acquisition and placing your product where it needs to be

🔸 Clicked or Added Brands Product to Cart: For another touch point with customers who fell off during the their purchasing journey

🔸 Purchased Brands Product: Especially powerful for those CPG brands where repeat purchases and subscribe & save are most important

I primarily rely on AUTO targeting here for maximum coverage, but leaning into these audiences using your top keywords is just as an effective strategy!

Below are some examples of these audiences in action from this month for one of our Pet Food brands!

SB Campaigns just got an awesome update to their Placement Modifiers – we can now increase ‘Top of Search’ and ‘Rest of Search’ by 900%.

I really appreciate how:
- This applies to all Ad formats within SB
- It conforms SB to function even more like SP

It’s always been a little clunky with how SP Placements worked relative to SB, where one of them was a figure to ‘increase’, while the other was a value to ‘decrease’.

I also remember the difference between SP and SB modifiers to be ‘tricky’ to tie depending on if you were pulling Campaign data via Lists vs Exports vs Stream Signals (vs Snapshots when those existed…) – but this has resolved, which is great.

One report I would encourage you to utilize concerning Placements, which I began pulling a while back, is the Placement Report found here: https://lnkd.in/gDpJCyzq

This allows our clients to see performance across each Placement of each Ad Type – it can be very insightful when charted over time, specifically with CVR and CPC…

One thing that SB does still have over SP – we can still ‘decrease’ a Placement, by up to 99%, and it would be awesome if SP allowed this!

While I am not a huge fan of Placement Modifiers with Bid Ops (I’ve posted on this plenty in the past…), SB does provide the data more readily to do this than SP does…

But to scale Placement Modifier adjustments with the greatest precision, you really need Marketing Stream – it’s the only source we have for real-time Target-level performance data with Placement granularity (AMC would also technically have this, but that would be an extremely inefficient approach).

If you want to learn more about Marketing Stream, check this out: https://lnkd.in/gqkMy-fQ

Check out this Bid-Ops cheat-sheet, where I discuss Placement Modifiers, along with other strategies: https://lnkd.in/g8VYUY4y

And finally, here’s a link to the SB update: https://lnkd.in/gjBPCNW3

The Subscribe & Save dashboard on Amazon just got a big upgrade!

If you haven’t looked at it lately, go check it out — there are a bunch of new charts and data points that give way more insight into how your S&S program is actually performing.

One chart I found super interesting is this one:
Subscriber Lifetime Value by Customer Segment.

It doesn’t just show you how much more valuable S&S customers are compared to regular buyers — it actually breaks them down by segment. So you can see how new subscribers stack up vs. people who’ve been with you longer.

In most cases, S&S customers are worth 2x to 6x more than one-time buyers. Which is wild — but also makes total sense if you think about it.

So that leads to the obvious question:
How do you get more people to subscribe?

Here are a few things that work really well:

■ Offer a solid first-time S&S coupon (15–20% off is a sweet spot)
■ Keep a good ongoing discount (10–15%) to retain them
■ Make sure you’re highlighting S&S savings in your ads
■ Add S&S callouts in your images and A+ Content
■ Use your bullet points to reinforce the benefits
■ Retarget repeat buyers who haven’t subscribed (DSP/SP + AMC is great for this)
■ Add insert cards that explain S&S with a QR code
■ Use pricing to make S&S a no-brainer
■ And don’t forget to stay in stock — nothing kills S&S faster than running out

Anything else you’ve tested that helped grow your Subscribe & Save? Would love to hear.

I previously posted about how an ASIN-level demographic report can be highly useful for daily optimizations and can aid in setting up dayparting and cross-selling strategies when combined with a Market Basket Analysis report.

We have developed a dashboard for this analysis, which can help you understand your ASIN-level performance for dayparting and other metrics. Using this, you will be able to define your Prime Day strategy tailored to the ASIN level.

You simply need to upload four reports ASIN-level demographic report, Market Basket Analysis report, SP bulksheet, and SP campaign report for hourly data in CSV format. This will provide you with all the insights and recommendations based on your data.

This is part of our Learning Console, which we are offering to TalentHub clients, but we are currently sharing it with everyone as Prime Day is approaching, and this might help streamline your strategy.

If you want to use it, please comment ‘Demography,’ and I will share it with you.

Amazon’s Ads Console is shifting to a multi-country view—and the old single-country setup is on its way out.

The good?
You can now see all your campaigns across different countries in one spot. No more flipping back and forth. There are also some new metrics, and overall the UI looks cleaner and more modern.

The not-so-great?

The rows are chunkier now, so I see fewer campaigns at once.
Currency’s a bit confusing. If I’m looking at Canada, why are the numbers still in USD? Would be way more helpful to see things in the actual currency for that country.
You really have to be careful with filters—easy to tweak a campaign thinking it’s US when it’s actually Canada. One wrong move and… yeah.

What I do love is the new beta search. Super useful. It feels like the first step toward a more AI-powered console. I’ve been using it with Apple’s dictation and honestly, it’s kind of fun—hands-free, fast, and efficient. You can search for campaigns or conditions just by talking.

Feels like this could evolve into something even smarter—maybe auto-generating graphs or insights based on whatever you ask.

Anyway, just wanted to share what I’ve noticed. Anyone else playing around with the new console yet? What do you think?

🚨 Amazon Launches AI Highlights on Search Results🚨

No, that is not a typo. Amazon is rolling out its latest AI "innovation" on search results.

Consider this the most common "value add" that pops up in reviews. Amazon's AI system is basically analyzing all your reviews and adding a blurb right below your title in search results.

Take the VIVO standing desk, for example. Out of thousands of reviews, the AI has chosen "Single-piece desktop construction" as the most important feature. Amazon clearly thinks this will drive conversions higher. I tend to agree.

I did some research on other listings in this category, and it was pretty interesting. VIVO competitors had everything from "Variable height controls" to "Easy assembly."

It will be YOUR JOB to vet these AI highlights and ensure that Amazon is using the right information.

My recommendation is to audit your listings before Prime Day and request that Amazon fix anything that is clearly not correct. Do you remember the issues with AI review summaries? Oof.

If you are running ads on Amazon and planning for Prime Day or any major sales event, here is something important you should think about.

After handling multiple accounts across various categories over the years, one things I have learned is that the best results often come from the right campaign setup, not just higher budgets. when your account is structured well before the sale starts, performance is smoother, cost is better controlled, and results speak for themselves.

Across all accounts, regardless of the brand, these campaigns are a must have in your ad strategy:

1. Top Performer Focus Campaigns- Pull out your best selling, high converting ASINs into separate campaigns. This gives you better control over budget and lets you scale without dragging low performers with them.

2. Defensive Campaigns- Protect your brand. During sales, competitors bid more aggressively on branded terms. Having strong focus on defense campaigns helps you stay on top of your own name.

3. Retargeting Campaigns- Retarget visitors who viewed your product but did not buy. With the right creative, this campaign helps a lot bringing them back during the sale window.

4. Video Campaigns for Top ASINs- If you have videos which clearly show benefits then you should focus on SBV as these drive high engagement at lower CPC.

5. Separate Deal Campaigns- Create separate campaigns for deal based ASINs and try to focus more on those.

Most brands wait until the last moment, then rush to adjust bids and budgets. But since you still have time, it’s highly recommended to do it in advance as this gives Amazon’s algorithm enough time to learn, optimise, and deliver better results when it matters the most.

Amazon introduces "Final Sale- No Returns" on certain products!

In Amazon's own words
"Discounted items that are marked as "Final Sale"

As you can see here, they have a tag "Final Sale" in the SERP.

So far I have only seen it on 1P products.

I believe this is a CTR and CVR killer on a product.

Have you seen this yet?

Ever heard of an Amazon company that proudly sells you… a mystery bag of junk?

Woot.com (yes, owned by Amazon) has a listing called “Bag o’ Crap.”

It sells out in seconds.
No one knows what’s in it.
You’re guaranteed disappointment.
People fight to get it.

And somehow… it works.

But what really gets me is what happens when a company embraces imperfection at scale and makes it part of the brand.

Woot doesn’t try to be polished. It doesn’t hide the randomness, it doesn't even have a search bar.

While it doesn't stop being an e-commerce where you can buy other "serious" things you would need, while also builds loyalty by laughing at itself, being brutally honest, and letting people in on the joke.

So while most brands chase perfect positioning,
Woot sells a bag of unknown junk with the tagline: “You get what you get.”

And somehow, that’s enough to build a fanbase.

So I have to ask…

Would you buy a Bag o’ Crap?
Drop your reaction in the comments:

✅ “This is genius.”
😂 “Wait, is this real?”
🚫 “Why would anyone want that?”

Amazon is updating the Deal Fee Structure and this is important if you regularly run Lightning Deals or Best Deals.

For example, for UK Marketplace

Before June 2, 2025-
For Non peak days, it was £50 for Best Deal and £25 for Lightning Deals
For any event like Prime Day, Black Friday etc it was £100 for Best Deals and £50 for Lightning Deals.

But from June 2nd, 2025, the fee structure has been changed.

From now onwards, deals will include-
A daily fee of £2.50 (During non peak days) and a 0.75% variable fee on sales (Maximum capped at £400)

During Peak event fees the fees will be charged flat only and below are the new fees structure.
For Prime Day: £100 for deals and £50 Lightning
For Prime Big Deal Days & BFCM: £135 deals and £50 Lightning

This change could affect how brands allocate budget for deals especially for low priced or slow moving products.

If you are planning any deals to submit, re evaluate the ASINs based on:
1. Expected volume
2. Deal price
3. Overall profit margin

This fees changes is currently in UK, DE, FR, IT and ES.

Sharing the link which can help you to see fees changes for other marketplaces.
https://lnkd.in/dnA9Yg97

Noticing on the Everyday Essentials portion of the early Amazon Prime Day that the SERP has what appears to be 2 new/different CX items:

1. A BIGGER "Add" button in front of the Main image (not sure this is best placement as might block some key parts of image). This is different from normally the "Add to Cart" smaller button below the price and shipping details. Assuming that this new bigger Add button is for consumers that are shopping by price only on items they know already (hence the blocked image not as important) which would be the situation for Prime Day.

2. The red deal box is showing a "You pay $xx.xx" vs the more regular % off or $ off in this red box. This option allows the consumer to quickly see the "original" price and then the deal price WITH COUPON for easier compare which again would make sense for quick views for deal seeking shoppers.

Amazon just redrew the line between brands and resellers, and with it, quietly expanded access to one of their most powerful review tools: Vine.

For the first time, authorized resellers enrolled under a Brand Registry brand can now use Vine to generate reviews on select ASINs.

To qualify, resellers must:
• Be Professional Selling Partners
• Be assigned as a Reseller or Brand Representative for a registered brand
• Have eligible FBA offers in “New” condition
• Enroll ASINs with fewer than 30 reviews

It’s easy to assume this change means brands and resellers can now combine forces to build shared review equity, but that’s not the case. The policy doesn’t alter review attribution, it simply redistributes the effort required to generate them.

Brands no longer have to shoulder all the cost and execution pressure to get cold-start ASINs off the ground. Resellers (when authorized) can now actively contribute to that early momentum by enrolling eligible units into Vine themselves.

This changes the launch math for both sides.

For brands, it’s a chance to extend Vine participation without duplicating spend.
For resellers, it’s a new seat at the table, especially if you're invested in scaling catalog visibility under an aligned partnership.

If you’re a reseller with strong brand partnerships, this is your chance to close the gap. If you’re a brand working with resellers, now’s the time to rethink how tools like Vine fit into your co-sell strategy.

Amazon appears to be rewarding ecosystem alignment by offering shared incentives, tools, and growth opportunities, because the tools are changing and the sellers who grow will be the ones who learn how to share the load.

If you’ve noticed ASINs getting blocked without warning, this might be why.

Amazon recently rolled out an AI system called Bulldog, and it’s quietly rewriting the rules of catalog compliance.

Every day, Bulldog flags hundreds of thousands of listings where the UPC doesn’t match the GS1 database.
No notification. No case ID. Just suppressed listings, merged ASINs, and Brand Registry edits that suddenly stop working.

It all comes down to one question:
Does your UPC prove you're the rightful brand owner?
If not (even if your listing has been live for years), it’s now vulnerable.

Here’s how to check:

1. Go to https://gepir.gs1.org
Enter your UPC and confirm who it’s registered to.

2. Look for brand mismatches
If the GS1 record doesn’t show your brand, Amazon doesn’t see that UPC as valid.

3. Watch out for barcode resellers
Codes bought cheaply or from third parties may be tied to other brands and flagged as recycled by Amazon.

4. Match your Brand Registry
Your GS1-registered Company name must align with your brand name in Seller Central.

This isn’t just a launch issue, since Amazon is also auditing old listings, both retroactively and automatically.

But here’s the key:
Auditing is only the first step.

If something looks off or your UPCs don’t trace back to your brand, you need to take action. That means replacing non-compliant codes and planning a proper UPC transition. One that protects your ASIN history, review integrity, and brand authority.

That’s exactly what we’ve been helping sellers do:
Not just spot the problems, but fix them the right way before Bulldog does it for you.

Because Bulldog doesn’t give second chances.

Check your listings now, and if you need a second set of eyes or a compliant UPC migration, we’re here to help.

🚨 Prime Day is Officially July 8-11! 🚨

You're probably already way past the bulk of your planning, but at least we now know for sure. I'm kind of not excited about the four-day thing, but this is Amazon's world, and we are simply playing in it.

This year, Amazon is pushing digital products and security HARD. They will have music deals highlighted as well as a section dedicated to Wyze products for Buy With Prime.

As always, my advice is to be strategic and to view Prime Day not from a profit perspective but as a review and sales velocity driver. Prime Day is not about making money. It's about everything else in your business.

This is the time to crack 1,000 reviews or leverage the HALO effect of high sales to spill over into Q4. Another way you can view Prime Day is through brand awareness. Yes, your Prime Day numbers will look awful, but if you zoom out and realize that countless people know about your brand now, THAT is a huge win.

If #Amazon wanted to, they would! Just look at the PDP of Amazon’s own Ring Doorbell...

It’s packed with features that most vendors and sellers can only dream of:

✅ Trade-in discounts
✅ Feature overview of the latest models
✅ Variation carousel for different configurations
✅ “Add additional items” below the Buy Box

Meanwhile, 2025 vendor negotiations were marked by a lack of new programmes and innovations for brands to invest in.

To the Amazon executives reading this:

It's time to return to building real value for vendors through meaningful investment programmes.

My work with 1P brands has shown time and time again that investing in base accruals, Co-op, and merchandising fees lacks the return of revenue-attributable growth.

So why not roll out these PDP features more broadly to begin to justify the high base terms and commissions paid by both 1P and 3P brands?

---

What PDP features would you want Amazon to make available to your brand? Let me know in the comments!

AMAZON MAKES A GREAT UPDATE TO BEST DEALS!

Amazon made a really great update to Best Deals!

You can now create Best deals that run up to 14 Days!

You can choose the duration you want to run them from 1 to 14 days.

That is in addition to the new "Audience" feature they have released recently.

Yes, deal fees have increased, but it's clear Amazon is investing in better tools and flexibility for sellers.

The newly extended Prime Day 2025 will determine whether Amazon’s AI shopping features can solve the fundamental problem that has plagued the event for years: helping shoppers discover what they actually want among millions of deals.

Amazon’s increased focus on its AI shopping assistant Rufus as the featured shopping tool, combined with AI-powered features like “Interests” and “Shopping Guides,” represents the company’s most aggressive attempt yet to reclaim the deal discovery experience that TikTok has dominated over recent years.

The discovery problem isn’t new. Since 2019, shoppers have increasingly turned to social platforms like TikTok because Amazon had given up trying to personalize Prime Day, presenting instead an overwhelming yet infinitely long list of deals. Videos tagged with Prime Day hashtags grew from virtually zero in 2019 to 52 million views in 2022, then exploded to 400 million in 2023.

Amazon’s previous solutions have consistently failed. Its live video streams during Prime Day 2021 attracted just 30,000-70,000 viewers compared to TikTok’s 30 million. The Inspire feature, launched as a TikTok clone, got lost among the dozens of features Amazon’s app offers and was recently shut down.

Now Amazon is betting on Rufus et al to personalize Prime Day, but its evolution reveals the challenge ahead. While Rufus initially failed to help shoppers find the best product among the millions in the catalog, it has since become more confident. It now shows a curated list of up to five products that shoppers can buy with two clicks.

The problem is that Rufus is more confident but not more intelligent. When asked for the cheapest options, it sometimes responds with items that aren’t the cheapest. For marathon running shoes, it suggests options no runner or coach would recommend. The AI suffers from glaringly obvious hallucinations precisely when shoppers need accuracy most.

Prime Day 2025 – running from July 8 through July 11 – puts a significant spotlight on new features that attempt to address these shortcomings. In its event announcement, Amazon gives shoppers “tips to prepare for Prime Day 2025,” – most of which revolve around recently introduced AI features.

Rufus is primed to provide tailored deal recommendations, while Interests allows you to “create personalized shopping prompts tailored to your interests, price limits, and preferences.” AI Shopping Guides “help you reduce the time spent researching before you make a purchase by proactively consolidating key information you need alongside a relevant selection of products.”

But these additions risk making an already overwhelming experience more complex. Amazon is doubling Prime Day from two to four days while simultaneously promoting more AI features within an interface that shoppers have already abandoned for TikTok’s superior discovery experience. TikTok succeeds because it’s content-first, driven by human curation and entertainment value, while Amazon’s AI features remain catalog-first, trying to organize millions of undifferentiated products.

Prime Day 2025 isn’t just about selling more products – it’s about proving whether AI can actually improve shopping discovery or if it’s destined for Amazon’s feature graveyard alongside Posts and Inspire. Amazon described Rufus as a “once-in-a-generation transformation for Search, just like the Mosaic browser made the Internet easier to engage with three decades ago.” Prime Day 2025 will go a long way to testing whether that ambitious claim has any basis in reality.

If Rufus and its supporting AI features like Interests and Shopping Guides can’t solve discovery during Amazon’s most important shopping event, it raises fundamental questions about AI’s role in e-commerce. The answers will determine whether the future of shopping discovery belongs to AI algorithms or human curators on social platforms.

With the recent upgrades of the Demographic and Market Basket Analysis report, Amazon has opened a big path to understand your audiences at each product level. What age group, income, etc. people are buying your products.

With the upcoming Prime Day (8–11 July) and other events, these 2 specific report integrations will offer huge value in deciding the bundling opportunity and cross-selling campaign strategy.

MBA helps to identify which other products customers are frequently buying together with your target ASIN. And when you integrate this data with the Demography report at each ASIN level, you will be able to identify your audiences at per product level.

Suppose you are selling Low-Carb Protein Cookie and according to MBA data it's getting frequently bought with Keto-Friendly Coffee Creamer & Low-Carb Trail Mix, and combining this with Demography data you will find that your most buying customers are married women aged 25–34, having graduation degree with income bracket of $60–80K.

With this info, you can revamp the whole campaign setup for this particular product. You can update your SB creatives to cater to this audience and even create new SB or SBV banner/video campaigns targeting all 3 products together. Apart from that, you can also revamp the whole SD campaign targeting structure based on the real target audiences.

It will also unlock the new generation audience targeting. Suppose you find out that Gen Z males (18–24) are buying the cookie solo, with no bundled items, you can launch a video or banner campaign themed around ‘Energy Stack for Young Hustlers’.

You can create multiple portfolios based on your audience structure and control the overall spending and performance.

Like the above 2 examples, there are many new opportunities unlocked with these reporting updates. We are building something around this and we will share soon.

Most sellers focus on what keywords to target.
But smart sellers also focus on what NOT to target. This is where negative keywords come in.

If your ads are getting clicks but not sales, chances are you are wasting money on irrelevant searches. For example, if you are selling a premium leather wallet, do you really want to show up for low AOV products or keywords having loose intent?

Negative keywords donot just cut waste, it give you set of complete irrelevent kw too which is not at all relevent for your brand. And if you have set of those kws maintained in your list, you can add them next time before launching any new campaigns.

A new type of Amazon sponsored ads placement section: Customers mention

The listing exposure in this new ad section is based on positive mentions in reviews. Reviews are playing more important roles not just in direct conversion rate, but also in the sponsored ad click rate.

Amazon now lets you target just biz buyers. 🕹️

Amazon just rolled out a powerful new beta feature:

The ability to run Sponsored Product campaigns exclusively targeting Business Accounts.


Why does this matter?

👉 Early testers are seeing 3X higher returns from Business buyer placements compared to standard consumer traffic.
👉 Business buyers often order in bulk, convert faster, and are less price-sensitive.
👉 This exclusive targeting option is particularly beneficial for sellers in categories such as office supplies, industrial equipment, pet supplies, and bulk goods.


With this update, you can now:

▪️ Create campaigns that target ONLY Business customers
▪️ Optimize ad spend for high-volume, high-intent orders
▪️ Layer in B2B pricing, quantity discounts, or product bundles

🔍 Start tracking what % of your sales come from businesses at the ASIN level.

Products with strong B2B performance should get their own tailored campaigns ASAP.

This beta feature differs from the existing Amazon Business bid adjustment.

While the bid adjustment allows boosting bids across all Sponsored Products campaigns on Amazon Business placements…

The exclusive campaign targeting allows creating entirely separate campaigns with budgets and settings tailored specifically for the B2B audience.


📌 Note: This feature is still in beta and rolling out gradually—so not all accounts will see it yet.

But when you do, test it immediately.

Want more tips and tricks like these? Subscribe at BillionDollarSellers.com and I will send you 21 Amazon seller hacks for free!

♻️ Worth sharing with your seller network? Hit repost.

You may have noticed how the "Frequently returned" badge appears on the PDP and how it impacts overall product performance.

Now, on mobile, Amazon has started displaying similar badges in bold. Some examples include "Customers usually keep it", "Top reviewed for ease of use", and so on. These tags are derived from product reviews.

I believe this will significantly impact customer decision-making. Shoppers may now avoid even clicking on products that carry any kind of negative tag.

As a result, ad spending on negatively tagged products may decrease, but this will directly affect key metrics like CVR, CTR, and sales for those products.

In some cases, products with a negative tag may never recover, potentially falling into the "Non-Recoverable ASINs" bucket.

Just noticed something interesting when setting up Deals (Lightning Deals & Best Deals) —there’s a new “Audience Segment” section showing up!

Right now, it’s only showing “All Customers,” but it made me wonder… could this be the start of Amazon letting us target deal promos by audience segments? Specially AMC audience?.

If that’s where this is heading, I’m very excited.

Also, Amazon’s finally rolling out bulk deal creation. No more setting up deals one by one (if you’ve done that before, you know the pain). This bulk setup feature is a huge time-saver.

One more thing—if you’re not seeing deal costs anymore, it’s because as of June 2, Amazon shifted to the new pricing model. They’re percentage-based now, which explains the missing numbers.

What do you think Amazon's next move is for this Audience segment?

Why SD Campaigns Need a New Approach

SD campaigns are evolving. If you are still evaluating and optimizing them using traditional metrics like ACOS or ROAS, it is time to adapt to the current landscape and the new generation of campaign data.

In recent SD campaign reports, several advanced metrics that were previously available only through APIs are now accessible in standard reports. These include Effective Cost per Add to Cart (eCPATC), Effective Cost per New-to-Brand Detail Page View, Branded Searches View-Through Conversions, Branded Searches Click-Through Conversions, Branded Searches Rate, and Effective Cost per Branded Search.

Also, AMC provides access to a wide range of custom audience targeting options, allowing for more refined and strategic campaign segmentation.

Before launching new SD campaigns, it is important to understand the customer journey and structure campaigns around three core funnel stages to drive performance and make full use of the available targeting options.

Upper Funnel (Awareness)

Run VCPM-based campaigns targeting broad in-market or lifestyle audiences to maximize reach.
Optimize for higher branded search uplift and new-to-brand page views to measure interest.
Test static and video creatives that emphasize category leadership, problem-solution messaging, or unique selling points.

Mid Funnel (Consideration)

Monitor Add-to-Cart Rate and aim for a lower eCPATC as signs of high engagement.
Target audiences who visited product pages but did not add items to cart within the past 7 to 14 days.
Use persuasive creatives that highlight bundles, discounts, or social proof such as customer reviews or testimonials.

Bottom Funnel (Conversion)

Use CPC-based retargeting to reach cart abandoners or users who repeatedly viewed products in the last 3 to 7 days. Also consider leveraging AMC custom audiences.
Focus on campaigns with high Add-to-Cart counts and strong click-through rates.
Prioritize creatives and headlines that convey urgency and prompt immediate action.

Amazon is flagging over 400,000 listings a day where the UPC or EAN doesn’t match the brand name registered in GS1.

This internal AI system (known to some teams as Bulldog) has been confirmed by multiple sellers, including Gwen McShea, and it’s changing how product legitimacy is enforced behind the scenes.

If your UPC prefix doesn’t trace back to your brand in GS1, your listing is a liability.

It’s easy to assume UPCs are just barcodes. But Amazon sees them as trust signals.
And if your brand name and UPC prefix don’t align, Amazon doesn’t just ignore it.
They penalize it.

Third-party barcodes, even if technically valid, are flagged if they don’t reflect brand ownership

Mismatched or recycled codes trigger suppression, catalog merges, or Brand Registry denials

GTIN mismatches can stall A+ content, product submissions, or even shipping eligibility

This isn’t theoretical.
We are working with a seller who lost 236 ASINs in a single sweep, with no warning.
No email. No performance notification.
And when we started reviewing his account, the only clue was buried in:
Seller Central > Manage Inventory > Listing Tools > Search Suppressed and Inactive Listings > Detail Page Removed

That case made us take a closer look at how widespread this issue really is.
Since then, we’ve been auditing UPC data for other sellers and spotting the same pattern: databases, mismatched prefixes, and silent suppressions hiding in plain sight.

So if you're unsure whether your UPCs align with your brand in GS1 (or if you’ve already seen strange listing behavior), we’re opening up time to help review and validate your catalog.

No assumptions. Just a clear, informed look at what might be putting your ASINs at risk.

Who needs to take action?
If you’re a brand owner:
Audit your UPCs immediately. If your GS1 license doesn’t match your brand name in Seller Central, your entire catalog could be vulnerable.

If you’re a reseller:
Partner with brands that have GS1 compliance, or prepare to lose your contribution rights when ASINs are flagged.

If you’re scaling a large catalog:
Segment listings by UPC source. Prepare a roadmap for UPC migration, especially across high-velocity SKUs or products with rich A+ content.

If your UPC doesn’t prove who you are, Amazon will assume you’re not the brand.

And that’s where control ends.

Curious if your listings are at risk? Just fill out the form in the comments or DM me.

Do you feel as if you have enough creative assets to fully maximize your potential with Sponsored Brand ads? Yes or No 👍👎

Over 50% of the brands that I polled during the Amazon Ads webinar yesterday said they don’t have enough assets to take advantage of Sponsored Brands ads on Amazon.

And honestly? I was surprised the number was that high.
Despite all the AI tools at our disposal, half of the attendees still felt unprepared creatively.

Here’s why this matters:
➡️ Amazon’s AI-powered Sponsored Brands Video Generator just got a pretty big update - multi-scene edits, custom adjustments, and more creative control

➡️ You can now:
• Upload a product, generate multiple videos instantly
• Edit specific scenes to match your brand
• Test low-risk (I recommend PPC model first—if it flops, no clicks = no cost)
• Iterate before investing big

🎯 But remember: The creative only amplifies your performance, it doesn’t replace keyword / audience research and optimizations.

If your targeting is terrible, no video will save it.

💡Pro tip: For brands with multiple SKUs—don’t try to use a single generic brand video across everything. Segment your assets. Tailor creative for each product and audience.

You’ll see click-through and conversion rates skyrocket.
I’ll drop some of our test examples in the comments 👇

(Check out Jason (Jay) Richman's post on the new update as well)

👀 AMAZON SEARCH BAR SUGGESTIONS are CHANGING

Amazon's research paper, "Evaluating Auto-Complete Ranking for Diversity and Relevance," explores how to enhance the suggestions that appear as customers type in the search bar.

Amazon used to show suggestions based mostly on:

▪️ What’s been searched a lot in the past
▪️ What similar shoppers have looked for

But that approach has limits:

▪️ It doesn’t help newer or less popular (but still great) products show up.
▪️ It tends to show the same stuff over and over.

So Amazon tested a new system powered by Large Language Models (LLMs) — the same kind of technology behind tools like ChatGPT — to suggest more diverse and relevant options in the search box. Their tests showed that when Amazon used LLMs to make suggestions:

▪️ Shoppers found what they wanted faster
▪️ More products were discovered
▪️ Sales actually went up

✅ What This Means for Amazon Sellers

If you’re selling on Amazon, this shift in how auto-complete works is a big deal. The search box is like the front door of your store. If your product doesn't show up there, it’s hard for people to even find it.


Here are 3 of the 5 ways to make sure your product shows up in more of these LLM-generated suggestions:

1. Use Specific, Keyword-Rich Product Titles

LLMs look for descriptive phrases, not just vague titles.

🔹 Bad: "Cool Water Bottle"
🔹 Good: "32oz Insulated Stainless Steel Water Bottle with Straw – Leakproof, BPA-Free"

The second version is easier for AI to match to multiple customer searches like:
▪️ “insulated bottle”
▪️ “bpa-free straw bottle”
▪️ “water bottle for gym”

2. Add Keyword Variety in Your Bullet Points and Description

Auto-complete now favors listings that cover multiple relevant terms — not just the obvious ones.

🔹 If you’re selling turmeric supplements, include:

▪️ “joint support”
▪️ “anti-inflammatory”
▪️ “curcumin with black pepper”

The more related keywords, the better the chances your product will pop up for diverse search paths.

3. Think Like Your Customer — and Use Their Language

LLMs understand how people talk, not just how marketers talk. Use real-world terms in your listings.

🔹 Instead of saying: “portable sound system,”
🔹 Say: “Bluetooth party speaker you can take anywhere”

It aligns better with common phrases like:

▪️ “party speaker”
▪️ “portable bluetooth speaker”


For the other 2 ways to make sure your product shows up in more of these LLM-generated suggestions and an example of how it all plays out, subscribe to my newsletter at BillionDollarSellers.com.

♻️ Be the first to share this major update on your own timeline and include your thoughts!

New from Amazon: Help customers find the right product with a quiz

Amazon launched a new Brand Store feature called Product Selector - a guided quiz that helps shoppers discover the most relevant products based on their needs.

Will be useful for brands with a wide product range or SKUs that solve different problems for different customers.

How it works 👇
✅ Brands select up to 50 featured products
✅ Create up to 4 multiple-choice questions
✅ Amazon recommends only the products that match all the customer’s responses

🔍 Example: A hair care quiz might ask:
• What is your hair type? (Straight, Wavy, Curly, Coily)
• How often do you wash your hair? (Daily, Twice a week, Weekly)
• How does your scalp feel after washing? (Dry, Balanced, Oily)

Then based on the answers, Amazon shows only the products that match - like recommending a Clarifying Shampoo only to customers with oily scalps.

✨ You can fully customize the look and feel to match your brand, plus add alternative recommendations if products are out of stock.

Good move toward personalization inside the Amazon ecosystem.

Amazon's Market Basket Analysis (MBA) Is a Real Hidden Gem!

Market Basket Analysis inside Brand Analytics let's you see what other products customer buy with your products and you can leverage this information in many ways!

Amazon allows two combination filters.

Same Brand Combination Only
Most Common Use Cases:
🔴 Create Virtual Bundles for most common combinations
🔴 Cross sell with Asin targeting Ads.

Same Brand Combination Excluded
Most Common Use Cases:
🔴 New product launch ideas
🔴 Cross sell with Asin targeting Ads.

Go to Brand Analytics>
Consumer Behavior Analytics>
Market Basket Analysis>
Filter by desired combination.

Looks like these are new sections in the search result page, "Featured from the store" & "Collections from the store".

It seems that Amazon is testing to highlight the best selling items / subcategories from the searched brand & help consumers to make the shopping decision faster.

Last month, we onboarded an account with over 250+ active campaigns and more than 15 ad groups in many of them.

At first, it looked like everything was running. But once we dived deeper, it became clear. There was no clarity on what each campaign was doing, where budgets were going or how performance was being tracked.

Many rely heavily on bulk sheets, so they overlook structure.
But here what I have learned, if your campaign is messy, so will be your insights.

Without a clear structure-
You keep creating similar campaigns without realizing it.
You miss out on identifying what’s working and where the spends are going.

Yes, restructuring takes time and it is the slowest part of the process and boring too.
But it is the foundation for everything else from accurate reporting to smarter scaling.

And every time we have done it, it has paid off in the long run.
Clean structure = clean strategy.

New brands launching on Amazon are at a 5 year low.

Saturation, ad inflation, and AI-generated lookalikes are killing off most newcomers before they get any traction.

Yet somehow, David, Salt & Stone, and Nello are breaking through.

But how can they do this when the cost of capturing attention has never been more expensive?

Their secret? It's not just product—it’s distribution. Specifically, a social-driven affiliate engine that’s rewarding creators at scale.

Let’s break it down.

First, the Amazon revenue and growth numbers:

David: $4.2M/month, YoY growth: +297%
Salt & Stone: $4.0M/month, YoY growth: +297%
Nello: $3.8M/month, YoY growth: +1619%

These are absurd growth rates, especially in an ecosystem that’s punishing the average operator.

What’s working?
Each of these brands has:

A visually differentiated product—scroll-stopping design that commands attention.

A clear brand story—built around premium positioning, wellness, or lifestyle values.

A creator-driven social flywheel—using affiliate marketing in a way most brands still haven’t figured out.

The Creator Commission Flywheel
Here’s how it works:

Micro-influencers apply to a brand’s affiliate program.

They earn based on performance—no fixed fees.

Viral content = instant upside. If a creator drives $100K in tracked revenue, they walk away with $10K–$25K, depending on the commission tier.

Brands only pay after the sale—risk-free growth.

It’s not just smarter CAC—it’s weaponized distribution.

Why it matters
Affiliate programs used to feel like an afterthought. Now they’re the front line.
This new generation of creators doesn’t need a big budget. They need permission and a link. And as tools like AI-generated video take off, we’ll start seeing entire creator-free campaigns powered by synthetic media—generated, iterated, and deployed in hours.

What’s next?
Brands that master this model won’t just beat Amazon’s rising ad costs—they’ll replace them.

We're watching a playbook emerge that doesn’t require $10M in venture capital or a legacy retail footprint.
Just a sticky product, a viral incentive structure, and relentless iteration.

This is the #1 in Sports Nutrition Endurance & Energy Supplements on Amazon. It also is the #2 best selling creatine gummy on Amazon (by volume) having sold at least 50,000 units across all flavors and sizes over the last month,

It also happens to be a creatine gummy with no creatine in it, as confirmed by testing done at a leading lab. No creatine.

But hey, maybe you dont trust the lab tests. Let's take a look at the SFP and see if these could possibly have creatine in them. This brand claims to have 5000mg of creatine monohydrate per serving and a serving size of two gummies. Thats 2500mg of creatine per gummy. There's only one issue: each gummy weighs less than 2500mg in total! Generally creatine should make up about 30% of the total gummy weight. In this, case it makes up over 100% (which is uhh impossible.) This is just blatant.

I have been flagging this to Amazon for months via email and live meetings with relatively senior folks but this brand still continues to sell fake and potentially harmful product to unsuspecting American customers. This is a Chinese company (address is: NO. 99 KING FUK STREET.SANPOKONG.KOWLOON RM D07.8/F .KAI TAK FTY BUILDING, Hong Kong CHINA 518000) selling fake, potentially dangerous product to stadiums full of Americans every month. Amazon has done nothing about it and is even (if just algorithmically) rewarding this brand with the "Amazon's Choice" badge.

If you have a friend at Amazon, send this to them.

Amazon has recently introduced a new feature in its advertising platform that allows us to target Business orders, not just regular consumer sales.

This feature is currently available to a limited number of accounts. It gives us the opportunity to reach Amazon Business customers and explore new growth opportunities in the B2B space.
We’ve started testing this feature to see how it performs and whether it can help increase business order volume.

I’ll share more updates as we gather results.

Heads up for my Amazon sellers doing FBM.

They rolled out an update to the seller app that has broken the ability to list. Has to be done on the website currently.

Merchant shipping group is the new language for shipping template.

On the app they no longer load. This product also has no batteries but is a required field.

This all works as intended on the website.

Another update for Amazon Marketing Cloud - and it's a good one.

Amazon Retail Purchases, the 5-year purchase dataset, now supports audience creation.

When it first launched, the dataset delivered valuable insights but no targeting capabilities.

This unlocks new opportunities to:
🔸 Target lapsed customers based on five years of purchase history
🔸 Build more accurate upgrade and replenishment audiences
🔸 Create higher-value lookalike models grounded in long-term behavior

With the ability to activate audiences against 5 years of order-level data (instead of the previous 13-month window), we can now align campaigns more closely with real buying behavior - and run more effective full-funnel strategies.

Shoutout to our DSP extraordinaire Noah Salzl for sniping this update!