Amazon Unveils Additional Analytics and Data to Empower Seller Success

Rhea-AI Summary

Amazon (NASDAQ: AMZN) has launched enhancements to its Manage Your Experiments tool, aimed at helping sellers optimize product listings and increase sales by up to 25%. Announced during the Accelerate 2022 conference, these features include A/B testing for key content elements and automated publishing of successful experiments. Additional enhancements to the Product Opportunity Explorer and Search Analytics Dashboard provide brands with deeper insights into customer behavior and product opportunities. Amazon continues to invest billions in seller tools, supporting over 1.5 million jobs in the U.S.

Positive

• Manage Your Experiments tool now allows A/B testing for titles, images, and descriptions, potentially boosting sales by up to 25%.
• Enhanced Search Analytics Dashboard offers detailed insights, enabling sellers to assess marketing strategies effectively.
• Product Opportunity Explorer includes new Customer Reviews Insight, aiding sellers in identifying product features to prioritize.

Negative

• None.

Amazon’s new Manage Your Experiments features help sellers develop conversion-driving content, increasing their sales by up to 25%

Sellers can now refine their product offerings, hone their sales strategy, and more effectively market their products

SEATTLE--(BUSINESS WIRE)-- Today at Accelerate, Amazon’s annual seller conference, Amazon (NASDAQ: AMZN) announced new features to Manage Your Experiments, a tool that helps sellers optimize content on product detail pages to drive higher rates of conversion, increasing their sales by up to 25%. Amazon also enhanced the Product Opportunity Explorer and Search Analytics Dashboard with new capabilities that help brands analyze marketing campaigns and identify areas to acquire new customers and drive repeat purchases. This new set of industry-leading tools makes it easier for sellers to tap into customer insights and analytics data to launch new products and increase sales.

“We’re focused on supporting sellers as they work to build and grow their business,” said Benjamin Hartman, vice president of Amazon North America Selling Partner Services. “The tools we’re announcing today are a direct result of seller feedback and target every step of their Amazon sales funnel, from new customer acquisition to increased lifetime value. We’re committed to continuing to develop tools and features that deliver actionable insights for sellers.”

“We have been working with Amazon since the beginning, leveraging data to build our business into one of the largest jewelry sellers on Amazon,” said Tal Masica, founder of PAVOI Jewelry. “Thanks to enhancements to the Search Analytics Dashboard and Product Opportunity Explorer, we now have the ability to analyze search trends at a granular level, giving us actionable insights to improve both trend forecasting and design for future collections – so we can continue delivering quality sustainable jewelry that our customers love to wear every day.”

Amazon offers a range of industry-leading tools that empower sellers to optimize their listings, better understand customers, differentiate their brands, and grow their business. The following new tools were announced at Accelerate 2022:

• Manage Your Experiments is designed to increase the quality of product detail pages and drive higher conversion. With Manage Your Experiments, brands are able to run A/B tests on their titles, main images, and A+ content to see what performs best. Now, brands can also A/B test bullet points and descriptions, and review machine learning-based recommendations for product images and titles to drive better conversion. Additionally, brands can now opt-in to auto-publish winning experiments to the product detail page, automating their A/B tests. Sellers benefit from traffic from hundreds of millions of Amazon customers, and the new Manage Your Experiments features make it easier to test more content, faster.
• Search Analytics Dashboard has expanded since its launch in early 2022 to offer a new insights dashboard that provides sellers with anonymized data to better understand customers’ interests and shopping habits. For the first time, brands can download Search Query and Catalog Performance data and new ASIN-level details. This new capability enables brands to easily assess marketing campaigns to identify areas to drive repeat purchases and acquire new customers—either directly from within Amazon’s tools or by combining Amazon data with the seller’s own business data. The enhanced Search Analytics Dashboard is launching worldwide in September.
• Product Opportunity Explorer builds on its successful beta introduction in 2021, continuing to offer rich, accurate data that helps sellers understand, gauge, and evaluate product opportunities in the Amazon store. Sellers can assess the likelihood of a new product gaining traction with customers and forecast sales potential. For the first time, Amazon has now introduced an enhanced Product Opportunity Explorer with a new feature, Customer Reviews Insight. This feature helps sellers work backward from the customer, using customer feedback from product review insights and product star ratings, to help brands determine what features they should build and prioritize as they launch new products or modify existing ones.
• Marketplace Product Guidance, initially announced in 2021, has been enhanced to provide Selection Recommendations—products in high demand—for U.S. sellers looking to expand to France, Italy, and Spain. Selection Recommendations give sellers insight as to products not currently offered that fit a seller’s portfolio, surfacing new growth opportunities. The tool takes the guesswork out of which products should be considered in those stores, based on customer demand. These recommendations are personalized and ranked based on their opportunity score as calculated by machine learning models that are designed to predict the best opportunities for new selection.

Every year, Amazon invests billions of dollars to improve the infrastructure, tools, services, fulfillment solutions, and resources dedicated to helping sellers succeed. Sellers are responsible for more than half of Amazon’s physical product sales; sellers in our store employed and provided jobs for more than 1.5 million people in the United States.

Learn more about Accelerate at https://www.amazonaccelerate.com/.

About Amazon

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220915005846/en/

Amazon.com, Inc.

Media Hotline

Amazon-pr@amazon.com

www.amazon.com/pr

Source: Amazon

FAQ

What is the new feature announced by Amazon for sellers at the Accelerate 2022 conference?

Amazon announced enhancements to the Manage Your Experiments tool to help sellers optimize product listings.

How can the new Manage Your Experiments features benefit Amazon sellers?

Sellers can increase sales by up to 25% through A/B testing of product content to find the most effective combinations.

What improvements were made to the Search Analytics Dashboard?

The dashboard now provides anonymized data for better understanding of customer interests, enabling improved marketing strategies.

What is the Product Opportunity Explorer's new feature?

The new Customer Reviews Insight helps sellers assess customer feedback to prioritize product features for new launches.