The latest Amazon functions prove Amazon’s quick response to today’s challenges. And not only because it’s not easy to manage such a large empire and keep it growing. By keeping eyes on consumer behavior, and popular actions that resonate with what people wish to see, Amazon points the way to follow for many, many brands. No matter whether they use Amazon to sell their products or not.
At Content2sell we believe all e-merchants should stay tuned on innovative iterations. Because the post-pandemic retail world is becoming hybrid, and there are always new strategies to consider. In this week’s post, we’ll talk about how the latest Amazon functions respond to current challenges.
So, what are the latest Amazon functions?
Climate Pledge Friendly
Climate Pledge Friendly is the program that Amazon has set up to partner up with several different sustainability certifications.
Amazon has even added a filter so product research can be made by keeping this increasingly demanded feature. Because consumers are looking for more sustainable products, and reward companies who prove their commitment to reducing their carbon print.
Amazon’s criteria for products to apply only requires complying with one of the partnered certifications.
All this may seem like an insignificant change. But if you consider the volumes Amazon ships around the world, you get a glimpse of how small initiatives can make a great impact.
Compact by Design
As we mentioned above, complying with one certification is enough to qualify for the Climate Pledge Friendly Program. That one certification can be Amazon’s Compact by Design: its own trust and climate awareness certification, launched in 2020 Q4.
Compact by Design was created to identify products that, one way or another, have a more efficient design. Lighter materials. Concentrated or dehydrated water-based products, and optimized packaging designs that take less space (and reduce the shipping cost per unit).
On unit efficiency
That criterium is the result of a calculation that considers attributes: package dimensions, item weight, and the cost-efficiency of a product’s unit.
- Packaging design optimized for e-commerce (shelf exposition packages no longer needed)
- Less air and water for size and weight reduction
- Efficient shaping for easier shipping and storage.
Despite what it may seem, we can’t call this a greenwashing strategy. It may ultimately help Amazon maximize its profit (more units at a more cost-efficient sale). But it does push sellers and vendors to consider more efficient shipping and storage for their products. By adding motivation and rewarding them with a distinctive sustainability label it does match consumers’ growing demand for eco-friendliness. It is, then, a win-win situation.
Working on efficient and sustainable packaging was a must before 2020 came to an end. We had no idea of what was still to come. Nevertheless, the need to adapt to these changes can’t be overlooked.
Amazon Live
By mid-2019, Amazon launched Amazon Live, in sight of the growing success that Social Commerce had in China and Southern Asia.
With almost three years in the USA, Amazon Live has helped many brands increase their visibility, quality perception, and sales. Be it with in-house live streaming or external influencer collaboration.
The benefits of qualifying for Amazon Live are very interesting. From recommendation opportunities to the videos linked to your product catalog. Live interaction with viewers allows to answer their questions in real-time, reducing unmet expectations and returns, and increasing customer loyalty.
However, its main drawbacks are the limitation to iOS devices and having a minimum budget of USD 35000.
Looking for more information?
Read our post on Amazon Live
As of today, Amazon Live is still limited to the USA, with no known launch date for other countries.
Video thumbnails
First off, remember two things:
- Video is the preferred type of content. Its optimization for mobile formats (short, self-explaining and shareable videos) can really make a difference in your online sales.
- Live videos are huge trust builders and help better transmitting brands’ identity.
User experience has a greater impact than we usually think.
For example, last year Amazon included the option to view product images on search results without actually clicking on listings. A simple change that gives users a quicker product research experience.
A high volume of research and purchase happens on mobile devices, and the mobile experience needs to be continuously improved. Last January, Amazon Web Services added a function to generate thumbnail images for livestreaming videos. For instance, the ones of Amazon Live.
Many options are available, when it comes to enabling or disabling them, or updating them as the broadcast is live.
Amazon Launchpad
Another of Amazon’s recent innovations is Amazon Launchpad. A fundraising/crowdfunding branch that will compete against crowdfunding giants like Kickstarter or Indiegogo.
Amazon Launchpad allows brands to launch product ideas through resources that increase their visibility and promotion opportunities. Resources that would otherwise require a bigger investment for brands to remain profitable. For example, advertising through email marketing campaigns, A+ content, and Storefront placements.
Amazon A+ Content
Although these changes go back to July 2019, they still deserve a place among Amazon’s latest functions. Our guide to creating Amazing Amazon EBC explained the Vendor and Seller Centrals merged into a single A+ Content platform. That allows many small brands to create more visually-engaging branded content for free. The main conditions are being registered to Amazon’s Brand Registry and have proven legitimacy.
On the other hand, A++ Content was created for big players. Meaning, established brands who can pay sums starting from USD 250K for Premium branded content.
That includes higher resolution images, and more modules to describe products with less text.
Along with those changes, Amazon implemented a friendlier interface and a standard template that is customizable with different modules.
Don’t run late
As 2022 goes by, we see most of 2021 consumer trends are rapidly becoming true. Smaller businesses are now realizing the bet for sustainable packaging is an investment worth making to keep being an option.
Today’s consumers prefer brands that resonate with their beliefs and environmental awareness. Even if that comes with a higher shipping cost.
The ability of filtering products’ search results for their eco-friendliness is definitely going to benefit the brands who do so. And many other e-commerce platforms and marketplaces are to follow.
Of course, such actions need to be shown along with brands’ identity and core values. And that calls for product content that reflects them. Needless to say, you don’t want your product’s package to look different from what its photography or videos show. Bear in mind that the addition of thumbnail videos is a great contribution to mobile users (who make a bigger share of the total sales in e-commerce).
