Amazon Retail Ad Service and TikTok Shop New Country

Introduction

Hello everyone, and welcome to the latest episode of the Serious Sellers Podcast by Helium 10! I’m your host, Bradley Sutton, and this week we delve into exciting updates from the world of e-commerce, including noteworthy developments from Amazon, TikTok, and eBay. In this edition, we'll highlight key news, offer training tips, and showcase new Helium 10 features designed to empower serious sellers at every level.

Amazon Expands Advertising Business

At CES this week, Amazon announced a significant initiative aimed at enhancing its advertising services. According to a report by CNBC, Amazon will allow other retailers to leverage its ad tools for running sponsored ads on their own websites. This service is intended to simplify the process of executing targeted ad campaigns for retailers. By using Amazon's robust advertising technology, non-Amazon sellers can potentially improve their advertising effectiveness while simultaneously boosting Amazon’s market data.

Retailers will have the ability to run targeted ads on their product pages and across search results, which allows Amazon to gather valuable insights into consumer behavior while providing retailers with powerful advertising capabilities. The potential for increased adoption of Amazon advertising services by other retailers poses an exciting shift in the landscape of online advertising.

Clarifications on Amazon Title Requirements

In last week’s episode, we discussed new title requirements on Amazon. A recent “Ask Me Anything” session in the Amazon forums clarified some confusion regarding duplicate words in titles. Contrary to early interpretations, you can use a word twice in a title, but not more than twice. For example, if you are listing a "coffin shelf," it is permissible to use "coffin" twice but not three times.

Additionally, the plural and singular forms of a word are considered the same in Amazon’s eyes. Amazon aims to maintain clarity in product listings and will modify any titles that don’t comply with the new policy, so it's essential for sellers to understand and adhere to these guidelines to avoid penalties.

TikTok Shop's Influence

A recent article from Retail Dive highlighted how TikTok Shop is reshaping how brands connect with consumers. Astonishingly, 70% of TikTok users reported discovering new brands and products on the platform, while 83% stated that TikTok influenced their purchase decisions. This data showcases TikTok’s effectiveness in sales conversion compared to traditional platforms.

Influencer marketing is a driving force behind TikTok's success, with a significant percentage of users trusting recommendations from micro-influencers. For sellers not yet engaged with TikTok Shop, exploring this channel right now holds great potential for future sales.

eBay Teams Up with Facebook Marketplace

In another exciting move within the e-commerce space, eBay has partnered with Meta, allowing eBay listings to appear in Facebook Marketplace in the U.S. and Europe. This integration could significantly enhance visibility for eBay products, allowing users to browse and purchase products without leaving the Facebook platform.

The ease of accessing eBay listings through Facebook offers sellers a fresh opportunity to expand their reach and potentially increase sales by tapping into Facebook’s vast number of active users.

Amazon Conversion Path Reporting

Recently launched in beta, a new conversion path reporting feature for Amazon will allow sellers to see the touchpoints that led to a conversion within a customer's 30-day purchasing journey. This feature provides insights into how various advertising strategies impact sales, further equipping sellers with data-driven approaches to optimize their campaigns.

TikTok Expands into Mexico

In a strategic move, TikTok is expanding its e-commerce operations into Mexico, inviting local merchants to set up stores on the platform. Commencing in February, this initiative will allow businesses with a registered Mexican entity to join TikTok Shop. The first 90 days of activity for new merchants will incur no commission fees, making it an enticing opportunity for local sellers in the Mexican market.

New Feature Alert: Keyword Translation in Helium 10

Helium 10 has introduced a new feature that allows keyword translations in tools like Magnet and Cerebro. Sellers can now quickly translate keywords into different languages—perfect for doing research in non-native languages. This feature greatly benefits international sellers looking to understand and optimize their listings in diverse markets.

Training Tip of the Week

This week's training tip focuses on the Amazon Recommended Rank feature in Cerebro. This tool provides insights into how Amazon ranks relevant keywords for your products. By checking the recommended rank, you can assess whether Amazon correctly understands your product. This is particularly useful when launching new products or troubleshooting ranking issues.

That wraps up this week's Helium 10 Weekly Buzz. We hope you found the information valuable and will continue to stay informed about the latest trends in the e-commerce world. Check back next week for more insights!

Keyword

Amazon advertising
TikTok Shop
eBay Marketplace
Facebook Marketplace
keyword translation
Amazon title requirements
conversion path reporting
Helium 10 features
influencer marketing

FAQ

1. What is Amazon's new advertising initiative?
Amazon is allowing other retailers to use its advertising tools to run targeted ads on their own websites.

2. Can I use a word multiple times in an Amazon title?
You can use a word twice in an Amazon title but not more than twice.

3. How does TikTok Shop impact purchasing decisions?
70% of TikTok users discover new brands on the platform, and 83% say TikTok influences their purchase decisions.

4. What is the new feature in Helium 10 related to translations?
The new feature allows sellers to translate keywords into different languages directly within Magnet and Cerebro.

5. When is TikTok expanding its e-commerce operations into Mexico?
TikTok's expansion into Mexico is expected to start in February, allowing merchants with a registered Mexican entity to join TikTok Shop.