{"id":25697,"date":"2022-08-26T20:25:00","date_gmt":"2022-08-26T20:25:00","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=25697"},"modified":"2024-02-06T05:30:10","modified_gmt":"2024-02-06T13:30:10","slug":"amazon-marketing-stream-a-new-paradigm-in-amazon-search-ads","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/amazon-marketing-stream-a-new-paradigm-in-amazon-search-ads\/","title":{"rendered":"Amazon Marketing Stream: A New Paradigm in Amazon Search Ads","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To understand the impact of <a href=\"https:\/\/advertising.amazon.com\/API\/docs\/en-us\/amazon-marketing-stream\/overview\">Amazon Marketing Stream (AMS)<\/a>, it\u2019s first necessary to understand the difference between a push versus a pull of data. Without AMS, advertising data was only as timely as the last time data was pulled. With AMS, data is published on an hourly basis, and advertisers can subscribe to have those updates pushed to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMS, which is in an \u201c<a href=\"https:\/\/advertising.amazon.com\/API\/docs\/en-us\/amazon-marketing-stream\/overview\">open beta phase<\/a>,\u201d was only <a href=\"https:\/\/www.intentwise.com\/blog\/intentwise\/intentwise-integrates-with-amazon-marketing-stream\/\">launched in June<\/a>, so it\u2019s still a work in progress. Today, AMS is only available for Sponsored Products in the United States, Canada, and Mexico, and only includes advertising data, not retail data (yet). Nevertheless, AMS fundamentally changes how often advertisers can see their data, which opens up many new possibilities for ad optimization.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The basics: the two types of AMS data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The information available in AMS breaks into two categories: <strong>reporting<\/strong> data, which highlights campaign performance such as hourly traffic and conversion data by keyword\/target and placement; and <strong>messaging<\/strong>, such as real-time notifications on budget consumption. Currently, <a href=\"https:\/\/advertising.amazon.com\/API\/docs\/en-us\/amazon-marketing-stream\/data-guide\">AMS data<\/a> includes:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Sponsored Products traffic<\/li>\n\n\n\n<li>Sponsored Products conversions<\/li>\n\n\n\n<li>Sponsored ads budget usage<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below, I&#8217;ve included sample records from each of the three datasets. One quick note: the sample data is a representation of real Amazon data, and the column names have been adjusted to better illustrate the types of data in plain language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s an example of <strong>AMS Sponsored Products traffic data<\/strong>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"166\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data-1024x166.png\" alt=\"\" class=\"wp-image-25720\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data-1024x166.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data-300x48.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data-768x124.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data-560x91.png 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-traffic-data.png 1423w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers can receive changes\/updates to data from previous hours throughout the day. For instance, the negative value for impressions in the record above indicates that it is an update to the impression metric for the 17th hour.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And here\u2019s what <strong>AMS Sponsored Products conversions data<\/strong> looks like:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"165\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-1024x165.png\" alt=\"\" class=\"wp-image-25722 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-1024x165.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-300x48.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-768x124.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-1536x248.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data-560x90.png 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-sp-conversions-data.png 1724w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/165;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As always, conversion data is click-attributed, which means as shoppers convert, those conversions are tied back to their original ad clicks (and the hour of the click).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Combining the traffic and conversion data gives us efficiency metrics such as conversion rate and advertising cost of sales (ACOS). Here\u2019s what that looks like in practice in the <a href=\"https:\/\/www.intentwise.com\/ad-optimizer\/amazon-advertising\">Intentwise platform<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"292\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-1024x292.png\" alt=\"\" class=\"wp-image-25727 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-1024x292.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-300x86.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-768x219.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-1536x438.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-2048x584.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-intentwise-560x160.png 560w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/292;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And finally, this is an example of <strong>AMS sponsored ads budget usage data<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-budget-data-3.png\" alt=\"\" class=\"wp-image-25746 lazyload\" style=\"--smush-placeholder-width: 466px; --smush-placeholder-aspect-ratio: 466\/139;width:466px;height:139px\" width=\"466\" height=\"139\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-budget-data-3.png 928w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-budget-data-3-300x90.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-budget-data-3-768x230.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/08\/AMS-budget-data-3-560x168.png 560w\" data-sizes=\"(max-width: 466px) 100vw, 466px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon notifies advertisers at 5% increments in daily campaign-level budget consumption.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Watch hourly data, but be mindful of conversions that come in later<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the perks of AMS is that advertisers can now observe hourly data (also known as intraday data), such as cost-per-click (CPCs), ACOS, and conversion rates throughout the day. As I wrote earlier this month, we&#8217;ve already observed that CPCs decrease dramatically towards the end of the day, suggesting a key learning: <a href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/a-key-learning-from-amazon-marketing-stream-dont-run-out-of-budgets\/\">campaigns may be running out of budget<\/a>. There are two simple ways to handle this: raise budgets or lower bids.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But proceed with caution when evaluating conversions-related data. For example, let\u2019s say a shopper clicks on an ad for dog food when they notice they are running low at breakfast, but don\u2019t actually purchase the advertised dog food until their lunch break at work. The hourly data at breakfast does not show the purchase at lunch. This means even though the data is hourly, conversion rates and ACOS must be looked at over longer periods of time to find actionable patterns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Putting AMS to use in bid management<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers can use this hourly data to set up systems for success. If an advertiser is using rules-based automation to manage bids, they can set up day-parting based on patterns in AMS data. If they are relying on artificial intelligence\/machine (AI\/ML) learning\u2013based algorithms, these algorithms can incorporate hourly AMS signals and change bids intraday as necessary.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMS is a new, beta offering, so Amazon will likely continue to improve, refine, and expand what it can do. I expect this will include expanding the supported campaign types into Sponsored Brands and Sponsored Display. Amazon <a href=\"https:\/\/advertising.amazon.com\/API\/docs\/en-us\/amazon-marketing-stream\/overview\">also plans<\/a> to \u201cexpand the messaging to include notifications about product eligibility, bid recommendations, and other events.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-new-here-really\">What&#8217;s new here, really?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you are like me and have been in the search advertising world for a while, you might be thinking, \u201cWhat is the big deal here? Google and Facebook have been sharing hourly data for a long time now.\u201d I agree, partly. While the hourly data provides additional granularity into advertising performance, what is really new here is the \u201cmessaging\u201d data offering notifications of events, like a campaign running out of budget, as they occur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I have long touted that advertising performance on Amazon is heavily influenced by retail factors. If I take a \u201ccrystal ball\u201d view and speculate, this could mean a world where Amazon notifies advertisers in near real-time as some key events occur, such as products going out of stock or prices changing. The potential for these notifications starts to get super interesting, and it could move ecommerce advertising a lot closer to executing on the idea of \u201cretail-aware ad optimization.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Interested in learning how Amazon Marketing Stream can improve your advertising? <a href=\"https:\/\/www.intentwise.com\/meetings\">Book an Intentwise demo.<\/a><\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>To understand the impact of Amazon Marketing Stream (AMS), it\u2019s first necessary to understand the difference between a push versus a pull of data. Without AMS, advertising data was only as timely as the last time data was pulled. With AMS, data is published on an hourly basis, and advertisers can subscribe to have those [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":6,"featured_media":26092,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[91],"tags":[],"class_list":["post-25697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-optimization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Use Cases for Amazon Marketing Stream<\/title>\n<meta name=\"description\" content=\"Amazon&#039;s newest ad product can give brands an hourly feed of campaign data and send them messages when a campaign runs of out budget.\" \/>\n<meta name=\"robots\" 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