As the peak shopping season approaches, Amazon sellers face increasing competition and pressure to optimize their advertising performance. Amazon has recently introduced five significant upgrades to its Sponsored Products advertising system, designed to help sellers gain a competitive edge during the crucial holiday period.
Sponsored Products: The Growth Engine for Amazon Sellers
Among Amazon's advertising options—Sponsored Products, Sponsored Brands, and Sponsored Display—Sponsored Products remains the most widely used and directly effective format. This advertising method not only helps accumulate keyword relevance and improve product rankings in search results but also significantly increases product visibility, creating more sales opportunities.
For new products, launching Sponsored Products campaigns proves particularly valuable. Data shows that new products with active campaigns reach the top 50 in browse rankings 26% faster than those without advertising support. The resulting sales growth and accumulated customer reviews establish a solid foundation for future development.
The relationship between ranking and sales creates a positive feedback loop. Sponsored Products campaigns drive visibility, which leads to sales growth, subsequently improving product rankings. Higher-ranked products typically receive more organic traffic, further boosting sales. This makes Sponsored Products an essential growth tool for Amazon sellers.
Early adoption yields better results. Amazon data reveals that new products launching Sponsored Products campaigns four weeks before Black Friday and Cyber Monday achieve 44% higher return on ad spend (ROAS) and 162% better conversion rates compared to products starting campaigns during the event week itself.
Five New Features to Optimize Holiday Campaigns
Amazon's recent upgrades to Sponsored Products aim to significantly improve advertising performance. These enhancements cover campaign suggestions and optimization tools, providing sellers with smarter, more efficient promotion options.
1. Campaign Recommendations: Intelligent Predictions for Precise Targeting
Automatic Targeting Performance Predictions (Beta): Forecasting Ad Performance
Amazon's new automatic targeting performance prediction tool allows sellers to view expected campaign results before launch. This feature analyzes the advertised product and bidding strategy to estimate weekly click volume and order numbers, helping sellers make informed decisions about campaign viability.
Pre-configured Campaigns: Simplified Setup for New Products
For new products lacking historical data, Amazon now offers pre-configured campaigns that automatically apply settings based on similar products' performance history. This feature enables quick campaign launches while providing insights into expected outcomes, addressing common challenges in promoting new inventory.
2. Campaign Optimization: Refining Performance for Better Results
Expanded Product Targeting: Reaching More Potential Customers
This feature extends ad placement to closely related products, offering four key benefits:
- Targeting only highly relevant products based on user interaction history
- Daily automatic updates to include top-performing placements
- Cost-efficient exposure to related product categories
- Detailed reporting on extended placement performance
Previously limited to specific ASINs, expanded targeting now includes complementary products. For example, keyboard ads might also appear with related accessories like mice or headphones, creating additional sales opportunities.
Rule-based Bidding: Automated Adjustments for Optimal ROAS
Amazon's new rule-based bidding feature automatically adjusts bids based on campaign ROAS performance. Available for U.S. Sponsored Products campaigns meeting these requirements:
- Minimum 30-day campaign duration
- At least 30 conversions in the past 30 days
- Minimum $10 daily budget
When combined with budget rules, this tool helps sellers optimize spending during peak seasons.
Bulk Spreadsheet Downloads for ASIN Eligibility: Efficient Campaign Management
This update allows bulk checking of product eligibility status, helping sellers quickly identify and address issues like out-of-stock items or listing problems. The spreadsheet functionality supports:
- Managing all search ad campaigns
- Adjusting campaign and ad group names
- Adding multiple ad groups to single campaigns
- Bulk keyword management
- Performance review and bid adjustments
These five Sponsored Products enhancements provide sellers with more precise targeting, smarter bidding strategies, and more efficient campaign management tools—critical advantages for success during the competitive holiday season.