How best to use Amazon’s 5 new AI tools to work smarter, not harder?
Designed to streamline operations, create more compelling content and enhance the customer experience, Amazon’s 5 new generative AI tools hold plenty of promise for Sellers – but, as with all AI tools, there are benefits and there are limitations. We look at how much they’ll really help you, how easy they are to implement and how you can best harness the powers of AI to fuel your growth on the marketplace…
Project Amelia – Your Personal AI Selling Assistant
AI assistant “Project Amelia” is designed to give sellers personalised advice and real-time insights, offering instant access to sales metrics, inventory guidance and even proactive recommendations to grow your business.
And this is all incredibly useful – as long as brands remember to ask questions and not take everything at face value.
For example – can an AI assistant truly grasp the nuances of your specific brand and market?
Are these insights that will translate to tangible results for you? And how can you apply them strategically, based on your brand’s unique situation?
Our take
There’s no doubt Project Amelia will be a useful tool, but Sellers should never rely solely on AI for strategic decisions.
Understanding your market and customer base calls for human insight and experience to interpret Amelia’s data and turn it into an actionable strategy that drives real growth.
Bulk Generative AI Tools for Product Listings
Promising to save Sellers time by generating multiple product listings at once, Amazon’s new bulk Generative AI Product Listing tool works by creating optimised titles, descriptions and bullet points from minimal details uploaded by the brand.
Again, this sounds great – who loves uploading hundreds of new listings?
But again, our advice is to use the AI tool as a first step – and then add your own input into the process.
Why? Two questions…
Will an automated listing really highlight all the things that make your product better than the rest?
Will it capture your brand’s voice and unique selling points, or will your listings feel generic?
Our take
While AI-generated listings can help you get products live faster, they may not be optimised to their full potential.
The key is to use the generative tool, and then fine-tune your AI-generated content so it authentically represents your product and your brand and paints both in the best possible light.
A+ Content Creation
Creating A+ Content for your brand is a no-brainer – these rich, interactive product pages with image carousels and comparison charts can boost sales by up to 20%.
And now, there’s an AI tool to help streamline the process, generating content from a few descriptive terms and product images.
We think you know what we’re going to say though… can AI really capture the essence of your brand?
Is this content that will resonate with your target audience and beat your competition, or is it just something that ticks the basic boxes?
Our take
AI is a great starting point, but don’t settle for generic A+ Content.
Using the AI drafts as your base, elevate the output to tell your brand story compellingly, create an emotional connection to your customers and drive conversions.
AI Personalised Recommendations
Amazon is now using AI to personalise product recommendations and descriptions based on each customer’s shopping habits.
And while this should, in theory, help brands reach more relevant customers, it also raises an important question – are these AI-driven recommendations smart enough to understand the full context of your brand’s unique offering?
For example, if a customer regularly buys gluten-free products, AI might tag your listing with “gluten-free” – but is it surfacing your products to the right customers who will truly appreciate their value?
Our take
Automated personalization can be hit or miss – we would always recommend a more hands-on approach to targeting your ideal customers.
How? Through listings fully optimised to attract and convert the right audience and well-planned, strategic campaigns that are tailored to your brand.
AI-Generated Video Ads
Amazon’s new Video Generator tool helps Sellers create video ads in minutes, using just a single product image.
And this is brilliant, because video is undeniably one of the most effective ways to engage customers.
What’s the con here? Well, AI-generated videos can sometimes lack the creative flair and storytelling needed to truly stand out in what is an incredibly crowded and noisy environment.
Our take
AI-generated videos can help you get content out quickly, but will they capture your brand’s unique story?
Are they engaging enough to help you stand out? And do they have the creative polish and narrative depth you need to turn a basic video into a high-converting ad?
The Bottom Line
There’s no doubt that these new AI tools are impressive, and they’ll definitely help Sellers streamline tasks.
But, as with all AI, relying on it without strategic, human-driven input leaves too many gaps – and those gaps could see your brand slip behind the competition in this most dynamic and busy of marketplaces.
These tools are a great starting point, but they’re just that – a starting point.
Our expert team can help you get the most out of Amazon’s new AI capabilities, bringing our commercial clarity and vision to use these tools in a way that’s designed to deliver your brand and business goals.
Ready to go beyond the basics? Get in touch today.
Buy with Prime and MCF improvements announced – we dive deeper into the new DTC Enhancements
Amazon Accelerate, the retail giant’s annual Seller conference, is the season of new announcements – and one of the biggest this year was the series of updates to the DTC portfolio – those tools designed to help brands grow across their own Amazon stores and beyond. So, what’s new?
With updates to their Buy with Prime and Amazon Multi-Channel Fulfilment (MCF) services, the focus is on improving both merchant and shopper experiences.
How could these new tools fit into your wider Amazon strategy?
Expanding Sales Channels beyond Amazon
Amazon’s Buy with Prime and MCF are part of its push to help sellers expand outside the marketplace, reaching customers through their own websites, other selling sites and social media.
Obviously, both initiatives present a great opportunity for brands looking to scale across multiple platforms – but the real challenge lies in execution.
Buy with Prime leverages the trust of the Prime brand to increase traffic and conversions on your other DTC (direct-to-customer) sites while, with MCF, Amazon handles your fulfilment, picking, packing and shipping orders from any channel, not just Amazon.
For brands juggling multiple sales channels, the potential to simplify the logistics process is a potent draw.
But, while Amazon’s tools are powerful, they don’t manage themselves – effective growth across these channels still requires a clear strategy, sharp execution and constant optimisation.
Our take
These tools can definitely help you reach new customers, but how effective they are for your brand depends on how well you integrate them into your overall sales strategy.
For brands planning to make use of Buy with Prime, MCF or both, the starting point is to optimise your presence across all these platforms and implement these tools so they work together seamlessly to drive results.
Buy with Prime – Growing, but still needs a strong strategy
Let’s look in more detail at Buy with Prime.
Launched in 2022, it’s been growing fast – helping DTC Sellers attract Prime members with Prime’s fast, free delivery, easy returns and trusted status. In fact, in 2024 alone Buy with Prime saw a 45% increase in orders and those using it reported an average 16% increase in revenue per shopper.
For Prime members, it’s an easy win.
For brands? It’s a bit more complex.
Getting Buy with Prime set up is just the beginning – you still need a strong strategy to drive traffic, optimise your checkout flow and make sure your fulfilment works like clockwork.
What’s new with Buy with Prime?
Amazon announced new ways for Buy with Prime merchants to boost traffic and lower customer acquisition costs – of which, our two standouts are:
Amazon DSP for Buy with Prime
This tool allows you to run ad campaigns using Amazon’s shopping signals to remarket to customers across third-party apps and websites. Over 80% of merchants using it report meeting or exceeding their ROAS (return on ad spend) goals.
TikTok Ads with Delivery Estimates
From October 2024, Buy with Prime merchants can include real-time Prime delivery estimates in their TikTok ads, helping to increase conversion by giving customers more confidence in when they’ll receive their orders.
Our take
Buy with Prime can boost your site’s performance, but it won’t do the heavy lifting on its own – you need to work on designing and optimising your customer’s journey, so the tool can work to its full potential.
And the new enhancements? To get the best out of all the traffic and maximise your return on ad spend, make sure you’ve got a watertight Amazon Ads strategy in place that aligns with your brand’s overall goals.
Multi-Channel Fulfilment: Are you ready for faster delivery?
Also stepping up its game is Amazon Multi-Channel Fulfilment (MCF), with the news that standard delivery times have been slashed from 5 days to 3 days at no additional cost, meaning faster delivery speeds and happier customers.
MCF also now comes with fast delivery badges for merchant websites, similar to the Prime badge, to boost shopper confidence.
And, again from October 2024, MCF merchants will be able to show an estimated delivery time in their Google Shopping ads, Google search results and TikTok ads to boost conversions.
This is all fantastic news – but do make sure your brand is well prepared.
Faster shipping means more pressure to keep your inventory well-stocked and your logistics streamlined.
If your supply chain isn’t up to speed? You could miss out on sales opportunities or end up with out-of-stock items.
Our take
Faster fulfilment is always a win for customers – to make sure it’s as good for your brand, you must make sure your inventory management and supply chain operations are up to the task.
So, what’s our verdict overall?
There’s no doubt that the new, enhanced Buy with Prime and MCF offerings are powerful tools for brands looking to scale across channels and improve customer experiences.
But, like any tool, they’re only as good as the strategy behind them.
Love some expert advice? To chat through how to get the most out of these tools, and ensure your brand can grow across Amazon, your own website and beyond, get in touch with the team.
New Amazon Ad Tech promises to transform Brand Reach across Prime Video and beyond…
Senior Amazon Ads execs took to the stage this month at UK Upfront, explaining how Amazon is transforming advertising for its customers – and announcing new ad tech coming in 2025, including interactive and shoppable video ad formats…
With more than 19 million ad-supported viewers on Prime Video in the UK alone, the potential for brands to connect and expand their reach to audiences through Prime Video, Fire TV and beyond is growing bigger by the day.
In fact, Amazon data shows that a massive 52% of Prime Video viewers don’t watch any paid linear TV at all, making Prime Video ads a unique opportunity for brands to engage with an audience they can’t reach elsewhere.
(Better still? These viewers also spend 36% more on Amazon.co.uk than the average customer…)
Who’s seen success so far?
Amazon cited the tales of brands like HASBRO and Nivea, who have both driven strong results through combining Prime Video ads with Amazon’s first-party shopping data – Hasbro seeing a +21% increase in branded searches and +18% increase in sales, and NIVEA a 50% higher ad attention score compared to TV benchmarks.
What do these insights show?
They demonstrate just how powerful Amazon’s ad ecosystem can be when it comes to improving brand engagement and sales – with the right strategy to boost brand visibility and drive results.
Interactive and Shoppable Video Ads are coming…
One of the most exciting announcements was Amazon’s unveiling of new interactive and shoppable video ads on Prime Video in 2025, designed to help brands “seamlessly connect content to commerce”.
These new formats will allow viewers to add items to their Amazon cart directly from video ads, interact with brands via shoppable carousel ads and engage with interactive pause ads during their viewing experience.
Our take
These Amazon Ads innovations offer new ways to convert viewers into customers without interrupting the entertainment experience – always a heady mix.
Looking to optimise your ad spend and leverage these new ad formats?
Speak to our Award-winning team
Prime Video + Fire TV Ads come together for greater Reach
Amazon also highlighted the power of combining Prime Video and Fire TV ad campaigns, which can double incremental reach with just a 5% audience overlap.
This multi-channel approach offers brands an efficient way to extend their reach and ensure maximum visibility across Amazon’s ecosystem.
Our take
A multi-channel strategy like this calls for a deep understanding of where your audience is most active – so that you can tailor your campaigns accordingly.
Live Sports and Entertainment: A Whole New World for Amazon Advertisers
And Amazon also shone a spotlight on their continued investment in live sports, from Tuesday night UEFA Champions League matches to their upcoming partnership with the NBA.
With millions of sports fans tuning in all over the world, these events present new opportunities for brands to engage with a whole new audience – a must for those with big ambitions.
Our take
Live sports are a dynamic space for brands who know they can resonate with fans to make an impact – with content designed to drive engagement and encourage conversions.
The Bottom Line?
Amazon’s latest ad tech advancements offer brands exciting new ways to reach their audience – as always, the key to your success lies in your execution.
With our award-winning expertise in Amazon Ads, we can help you craft full-funnel campaigns that don’t just reach more customers – they convert them too.
Ready to make the most of Amazon’s expanding ad capabilities? Speak to the team today.
Putting the final tweaks on your Black Friday planning? We’ve got a must-watch for you…
With just over a month to go before the Autumn sales events of the year, there’s still time to give your strategy that extra edge – and we’ve got just the inspiration you need, with our post-event analysis from last year’s Black Friday and Cyber Monday extravaganza…
In this hour-long session, our experts dug deep into the sales data from 2023 to identify the categories and strategies that outperformed the rest – and why.
Alongside these invaluable insights, you’ll hear:
- Real success stories from brands that completely transformed their approach and achieved incredible results.
- And tips and strategies from our award-winning Amazon experts, Becca and Jake, covering Seller and Ads strategies to help you make the most of peak sales events.
So, whether you’re looking to fine-tune your campaigns or overhaul your approach entirely, this webinar has got everything you need to seize the competitive edge and supercharge your Amazon success this sales season!
