Five Key Takeaways from Amazon Accelerate 2022

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Amazon announced several new features last week at its sellers conference, Amazon Accelerate, held virtually and in-person in Seattle. Here are several big takeaways:

Customers ask Alexa

With this new feature on product pages, sellers can respond to questions buyers ask Alexa. Customers ask Alexa will be available on Seller Central to sellers registered with Amazon Brand Registry. This will start as invite-only next month and will roll out broadly next year.

Sponsored Brands and Buy with Prime

Invited sellers can now leverage Sponsored Brands ads to drive traffic to off-Amazon websites through Buy with Prime pages within Amazon stores.

Tailored Audiences (beta)

Sellers that use the Amazon Customer Engagement tool can engage with repeat, high-spend, and recent customers via email marketing campaigns.

Fulfillment by Amazon (FBA) Dashboard

This consolidated dashboard includes a list of actions to grow the business, a summary of shipments and defects, stock keeping units (SKUs) that need replenishment, and excess inventory.

Dashboard Updates

Amazon announced several dashboard updates, including:

  • Growth Opportunities now includes a “potential sales lift” metric using Amazon Impact Estimator.
  • Customer Review Insights includes what features customers like and don’t like to help sellers with improving their current product and new product launches.
  • Search query performance and search catalog performance data from the Brand Analytics tool will soon be downloadable. This tool will also include actionable search insights, which should give sellers additional ways to translate data to action.

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