Saumitra Pandey of SalesDuo: Amazon Marketing Stream: A Game-Changer for Amazon Advertisers
Amazon Marketing Stream, a recent launch by Amazon, is revolutionizing the way advertisers manage their Amazon campaigns. With near real-time datasets, improved data granularity, and more reporting dimensions, Amazon Marketing Stream is making it easier for advertisers to optimize their campaigns and improve operational efficiency.
Key Features
One of the standout features of Amazon Marketing Stream is its improved data granularity. Traffic and conversion data is summarized hourly, compared with a daily granularity if you’re using the reporting API. The data is streamed automatically to your AWS account, which you’ll provide when you subscribe to the Amazon Marketing Stream data set.
Amazon Marketing Stream also offers near real-time messaging, which allows advertisers to receive notifications about budget consumption. This feature is particularly useful during high traffic events such as Prime Day, where campaigns may require frequent adjustments to avoid running out of budget.
In addition, Amazon Marketing Stream provides more reporting dimensions than API-based reports, allowing advertisers to see granular data such as keyword performance for a given placement. This information can help advertisers make better-informed decisions and improve campaign efficiency.
Use Cases
Amazon Marketing Stream is ideal for advertisers who require intra-day insights on performance data over time. This data can help advertisers adjust bids and budgets throughout the day for better campaign optimization.
For example, based on historical hourly traffic data, advertisers can place bids by the hour of the day instead of once daily. This allows advertisers to be more aggressive during high-traffic periods and adjust their bids to avoid overspending during low-traffic periods.
Similarly, advertisers can adjust campaign budgets based on ad spend to avoid running out of budget. Amazon Marketing Stream can also help advertisers identify critical hours for their business—for example, when conversions are high and CPC is low. These granular insights can help advertisers ensure that campaigns stay on budget.
Limitations
While Amazon Marketing Stream offers a range of useful features, it does have some limitations. For example, Amazon Marketing Stream is currently in open beta.
In addition, Amazon Marketing Stream is only available for advertising data, and retail data is not available in Amazon Marketing Stream. FIFO Queues are not supported, and Sponsored Products and Sponsored Display data is only available in all marketplaces supported by the Amazon Ads API. Budget usage data is available in all marketplaces except India.
Endnote
Amazon Marketing Stream is a game-changer for Amazon advertisers. With its improved data granularity, near real-time messaging, and more reporting dimensions, Amazon Marketing Stream is making it easier for advertisers to optimize their campaigns and improve operational efficiency.
By providing intra-day insights on performance data over time, Amazon Marketing Stream is helping advertisers make better-informed decisions and adjust their bids and budgets for better campaign optimization. While Amazon Marketing Stream is still in beta, it has already proven to be a valuable tool for advertisers looking to improve their Amazon campaigns.
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