As 9 in 10 UK SMBs say online advertising has helped their growth, plans are afoot to simplify Amazon Ads

New research from Amazon Ads has shone a spotlight on positive results for UK small and medium-sized businesses (SMBs) leveraging online advertising to fuel their domestic and international growth. So, with those figures in the bag, how are Amazon Ads planning to simplify their offering?

First off, let’s just say that it’s great to see such optimistic signs from SMBs about how they view their future…

And, with our years of Amazon expertise proving just this, we’re also delighted that there’s a strong recognition of just how crucial advertising is to a brand’s ongoing growth and success!

What did the study find?

The study reveals that:

  • Nearly nine in ten (86%) UK SMBs report success in acquiring new customers through their current advertising strategies. 
  • More than three-quarters (76%) say advertising has helped them expand within the UK.
  • Over half (54%) have experienced international growth due to advertising efforts in the last year.
  • This growing confidence in advertising has led more than two in five (44%) UK SMBs to increase their advertising spend over the past year.
  • UK SMBs are clear about their motivations for increasing ad spend – 48% using it to drive awareness of new products or services, and 51% to boost brand awareness.

And what challenges do SMBs face in the world of advertising?

Some SMBs opt out of advertising completely – because…

  • “It’s too expensive” (42%)
  • “We didn’t get a strong enough return on ad investment in the past” (28%)

And those who are investing in advertising still cite certain challenges:

  • Determining the right budget focus (30%)
  • Measuring campaign performance (26%)
  • Creating compelling content (26%)

Our Award-winning Amazon Ads team is powered by years of first-hand experience, a full-on stats obsession and tenacity in the face of marketplace mysteries – plus our own smart-ad tech. 

Get them on your side today.


So how are Amazon Ads going to simplify their offering for SMBs?

While this survey covered all shapes and sizes of online advertising, the results are clearly (a) good news for the Amazon Ads team and (b) full of insights they can use to make their offering more appealing to UK SMBs.

What are they planning?

Ludovic de Valon, Director of Global SMB Marketing at Amazon Ads, says their main aim is to simplify advertising for SMBs.

“We see many SMBs testing the impact of advertising as part of their overall growth strategy and deciding if advertising provides the right return on investment to help them meet their business goals.

“Our aim is to make advertising as simple as possible for any SMB by removing the barriers, through a low cost of entry, closed-loop measurement and the ability to surface their products to customers at scale.”

And, there’s plenty to suggest Amazon will be putting more and more effort into their AI offering – especially with the survey showing belief is fast-growing among SMBs in the power of AI to improve campaign performance:

“AI and machine learning have created a range of new possibilities for advertisers and SMBs are already seizing this opportunity,” says de Valon.

“These technologies are democratising the ability to advertise at scale and enabling small businesses to create compelling content that reaches relevant audiences in the right place and time.”


Next Steps:


How to turn a bad Amazon review to an improvement opportunity

Is there ever a positive side to poor Amazon feedback? Yes, says our Account Director, Becca Woollin, who sees the opportunities for improvement in all things…

“Selling on Amazon means embracing customer feedback,” says Becca – and that means taking the bad on board alongside the good.

“Regular review analysis is critical for success,” she explains. “They might sting, but they’re invaluable insights.”

So what should you do with a bad review?

  • Take the time to review and understand the negative feedback.
  • Identify where the issue lies – is it logistical? Is the problem with the product, or are they complaining about something that sits in your product detail page (PDP) – descriptions, imagery etc?
  • Analyse the information and then act on it – use the insights you gain to make positive improvements to your product or your customer experience as needed.

3 common criticisms – and how to tackle them on Amazon

So how do you deal with your specific issue within the Amazon platform? Here are simple solutions to 3 common customer complaints:

“They didn’t use the product correctly”

Check your product detail page (PDP) – is it educational enough? Can customers gain a good understanding of how your product can and should be used within the PDP, or do you need to update it with optimised copy, images and infographics?

“The product didn’t meet their expectations”

Are your images a fair depiction of your product? Does your descriptive copy accurately explain what customers will receive when they purchase?

“The product arrived damaged”

Is your packaging fit to withstand the rigours of Amazon shipping, or do you need to make it more robust?

So, while we’re sure you’re all striving for the best reviews possible, try and see any low reviews as invaluable feedback – an opportunity to improve your offering and build an ever-better customer experience.

And after all, it is possible to turn bad reviews around if you review them regularly and respond swiftly.

By demonstrating you’re willing to maintain good communication with your customers and reacting positively and measurably to their comments in a timely fashion, you can go a long way to building bridges, creating trust and developing loyalty.

Want our experts to help you pinpoint the potential in your reviews? Get in touch today.

And for more top tips like this, click here to follow Becca on LinkedIn.


In-house vs Agency vs AVS – What’s the right approach for your brand?

Calling all Vendors and Sellers looking to take their Amazon business to the next level! We’ve got just the webinar for you, as our panel of Amazon Experts dive deep into the pros and cons of managing your Amazon operations in-house, through an agency or with Amazon Vendor Services (AVS)…

The When

Thursday 25 July at 10am

The Where

The What

Coming next to Amazon Experts webinar series, this hour of insights will see our specialists guide and explain the pros and cons of in-house, agency and AVS strategies – with all the information and guidance you need to make the right decision for your brand.

You can expect:

  • A deep deep dive into the benefits and drawbacks of in-house, agency and AVS management.
  • Essential insights to drive both top-line and bottom-line growth on Amazon.
  • Invaluable guidance from our panel of award-winning Amazon experts.

And as always, we’ll be wrapping things up with a Live Q&A session, where you’ll have the opportunity to pose your own questions and queries to our panel and get tailored, specialist advice for your own, unique issues!

Spaces are filling fast, so move now to secure your seat…


New US Discount Storefront set to challenge Temu and Shein – what are the implications for Sellers?

At a closed-door event in China in late June, Amazon announced their plans to launch a budget storefront for Amazon US, featuring low-cost fashion, home, lifestyle items and more…

We’ve talked before about the threat posed to Amazon by the rise of Temu and Shein, and this move is the marketplace’s boldest bid yet in the fight to maintain competitive edge. 

What will the Discount Storefront sell?

Creating a smooth path for Chinese Sellers to ship directly to US consumers, Amazon’s new storefront is set to feature a variety of unbranded items, mostly priced under $20, attracting bargain shoppers into the marketplace and expanding and solidifying Amazon’s reach. 

Items previewed in the presentation in China included gua sha facial massaging tools, arm weights and phone cases.

The Offer – Streamlined Shipping and Cost Savings

The new model will allow products to be shipped directly from China to US consumers within nine to eleven days, and it will bypass the traditional Fulfilment by Amazon (FBA) process where goods are first sent to US warehouses to speed things up. 

This direct shipping approach aims to cut costs for Chinese sellers and enables them to test new items through small-batch production, a method similar to Shein’s on-demand manufacturing.

The Impact? Sellers share their apprehensions…

Amazon’s plan to introduce this discount storefront is causing significant concern among American Sellers, who fear it will further erode their market share and profit margins for small goods – especially after a year or more of squeezes.

Let’s say it comes to Amazon UK. How can Sellers stay competitive?

We’ve said this before about Shein and Temu – their issue is the quality of their products.

Buyers expect to “get what they pay for” and, with no FBA involvement, there are also potential product safety and counterfeit issues – not to mention a significant potential environmental impact that climate conscious shoppers are sure to find off putting.

There are a number of strategy shifts that will help Sellers stay ahead of the influx of low-cost goods – including:

  1. Focusing on Branding and Quality

Consistent branding and emphasising the quality and reliability of your products through detailed product descriptions, high-quality images and customer reviews builds customer loyalty and trust.

Differentiate your products by highlighting their superior quality, durability and safety, and offer detailed information about product materials, manufacturing processes and quality control standards.

  1. Exploit Niche Opportunities

Use market research to uncover underserved segments and niche markets that may not be as easily replicated by discount sellers – specialised products often attract dedicated customer bases willing to pay a premium.

  1. Customise and Personalise

Offer customization options or personalised products to attract customers looking for unique items, and combine it with excellent customer service to build a loyal customer base that values the buying experience from your brand.

  1. Offer Superior Customer Service

Provide exceptional customer service, including prompt responses to inquiries, hassle-free returns and proactive communication.

  1. Keep your Listings Engaging 

Optimise everything regularly, enhance every element of your listings – including A+ content – and use the tenets of content marketing to engage your audience – share stories, tutorials and user-generated content to build a community on Amazon.

  1. Invest in Advertising

With everything optimised, deploy a robust Amazon Ads strategy to increase your visibility, drive traffic to your listings and boost your sales and growth.

Our award-winning experts are on hand to help you create a strategy with all the commercial rigour, vigour and vision you need! Get in touch today.


Looking to maximise any of these opportunities for your marketplace business? 

Click here to speak to our Award-Winning Amazon Team