vendor central

’ve run Amazon programs long enough to remember when listing “optimization” meant swapping two adjectives and hoping for the best. Accelerate 2025 felt different: less about shiny tools, more about removing friction in the places we actually bleed time and margin. Below are my annotated takeaways, what launched, how I think it changes day-to-day work, where I’m cautious, and small experiments you can run to verify the upside.   The “Agentic” AI Era (useful, if you give it guardrails) Seller Assistant evolves from Q&A to an operational co-pilot What it is: Amazon’s Seller Assistant is graduating from a chat helper to a goal-seeking system that watches your account, reasons across data, and, with approval, executes tasks (listing updates, ads, compliance). Why it matters: This moves “ops” from tickets and checklists to exception handling. The real value is not content drafting; it’s triage (spotting the thing likely to cost you money next week). Where I’m cautious: Autonomy is opt-in, but “approve to execute” can drift into “approve by habit.” Keep change-logs and require a short rationale for any auto-action. Quick experiment: For 2–3 hero ASINs, let the assistant surface three fixes/week; approve one, decline one, request an alternate for one, and compare outcomes. GenAI for listings: create + continuously “Enhance my listing” What it is: Draft high-quality titles/bullets/attributes from a short brief, image, or URL; a companion tool watches shopping trends and nudges updates so pages don’t go stale. Upside: Turns listing care from a one-time project into a maintenance loop, closer to how demand actually changes. Watch-outs: Don’t let AI homogenize voice across a brand family; keep a style guide and ban words you never want to see. Try this: Accept only suggestions that map to review language customers already use; reject anything that introduces new claims. AI-Powered Creative Studio (ads) What it is: An AI-powered creative director that researches your brand, plans, and creates video/image/audio variants; early adopters reported ~+12% sales and 3× CTR (e.g., Bird Buddy). Why it matters: Small teams can finally test creatives at enterprise cadence. Caveats: Scale can tempt you into undisciplined testing. Pre-register your hypotheses; cap concurrent variants. Try this: One hypothesis per asset (e.g., “hands-in-use close-ups lift CTR on mobile”). Ship two 15-sec cuts, not eight. AI for account health, category approvals, and global expansion Flags risky claims before publication, validates docs in minutes, reuses paperwork across markets, and even catches image/claim mismatches. Reality check: This is huge for regulated categories and multi-country brands, but humans still own the risk. Keep a detailed log of what changed, when, and why. AI for inventory & growth Long-term fee warnings, action plans (promo vs removal), and end-to-end event planning (Prime Day) with ongoing adjustments if sales drift. Use case: Free your ops lead from spreadsheet gymnastics so they can negotiate forwarder terms and tiered rebates, things AI can’t (yet) do.   Cost & Friction Removal (quiet, but extremely valuable) Custom Analytics + Profit Analytics One workbench with 100+ metrics and SKU-level profitability “GPS,” including price-change simulation and alerts across fees/ads/returns. My take: If you’ve been stitching TACoS, contribution margin, and refunds manually—this is the first native tool that looks like a genuine single source for trade-offs. End of commingling & stickering (brand owners) No more mandatory FBA stickering when you use manufacturer barcodes; Amazon pegs the savings at ~$600M/year. Returns route back to the seller that shipped the unit. Implication: Fewer label ops, fewer “wrong seller” returns. Edge cases: Audit how this behaves on bundles/multipacks and any SKUs with mixed barcoding history. Returns prevention & management Replacement of parts helps reduce “missing part” return claims >70%; direct seller support prevents ~60% of potential returns; partial-refund-keep-it for minor issues. Unified FBA/FBM returns hub. Why I care: This is real margin back, not theoretical efficiency. Support + new Seller Central UX Title edits for brand owners on new listings, faster reimbursements (some in a day), capacity-aware inbound scheduling, “Connect with a Specialist,” and an AI-infused Seller Central with pre-built workflows and personalized dashboards. Net effect: Fewer “delete & relist” dead-ends, faster time-to-fix. C. From idea → launch → scale → fund (and the supply chain to back it) Discover: Opportunity Explorer (major GenAI upgrade) + Launch visibility Surfaces unmet demand (with design briefs and inventory plan) plus a Niche Product Overview with two-year category evolution and a forecast “coming soon.” New launches get enhanced search/Sponsored Products placement, “New Arrival” spotlights, creator partnerships, and optimized network placement. Reality check: Treat this as hypothesis generation. Validate with small-region launches (more details below). Launch: FBA New Selection (enhanced) + Regional Launch, Vine (enhanced), Product Performance Spotlight, AI markdowns + stronger Outlet Regional Launch: Start in one USA region with FBA speed, expand after you get proof. Vine upgrades: Smarter matching with reviewers, more rich media, and pre-launch enrollment so reviews land on day one. Product Performance Spotlight: Real-time AI-powered product coach splitting ads-based traffic vs organic, with custom alerts. AI markdowns & Outlet: Guardrailed markdown cadence; Outlet traffic reportedly surged 500%+ in sales events. How I’d use it: Launch tight, seed reviews early, wire alerts, and pre-write exit ramps for losers (price floors + Outlet plan).   Scale: Customer Journey Analytics + interactive A+ Journey Analytics: Pinpoint funnel breaks (e.g., “waterproof” absent from images despite being in copy). Interactive A+: Product links/tags, live price/deal badges, new video, and thematic collections (kits) to lift basket size. My note: Collections let you sell the system (routine, kit), not just a SKU—great for AOV.   Fund & Expand: Lending + Amazon Business (B2B) Lending: QuickBooks Capital (rapid eval; on-the-spot approval coming) and Uncapped (LOC up to $5M). B2B: Business customers buy ~70% more units and return ~40% fewer; B2B-only Sponsored Products are reporting 2–3× ROAS; fee incentives for large orders. When to lean in: If your category has multi-unit consumption or procurement cycles (MRO, office, hospitality), B2B targeting is low-hanging fruit.   Supply Chain by Amazon (the backbone) Global Warehousing & Distribution: Single global inventory pool near manufacturing; AI pushes stock via

If you’re an Amazon brand wondering whether off-Amazon ads are still worth it in 2025, the answer is yes—provided you tag every click with Amazon Attribution and enroll in Brand Referral Bonus (BRB). Done right, external traffic now pays you back, boosts organic rank via sales velocity, and drops TACoS. Why external traffic matters post-2024 Margin payback via Brand Referral Bonus (BRB) When you send tagged traffic that converts, Amazon credits your brand with a bonus averaging ~10% of qualifying sales. That recovers part of referral fees and effectively lowers your blended TACoS. Rank velocity & organic sales External clicks that convert add sales velocity, which most practitioners use to influence organic rank for targeted keywords—creating a compounding effect: more rank → more organic sales → lower ad dependence. (Industry analyses describe this “velocity halo.”) Total-demand expansion through DTC + Buy with Prime Adding Buy with Prime to your site can lift on-site conversion ~25% on average, which increases your overall demand pool. When your broader marketing (email, paid social, creators) is Attribution-tagged to Amazon where appropriate, you can allocate budget to whichever destination (Amazon vs DTC) is converting best—without losing visibility. How to set up Amazon Attribution & Brand Referral Bonus (BRB)—and structure profitable campaigns Step 1 — Set up the measurement spine Enroll in Brand Referral Bonus (Seller Central) and activate Amazon Attribution for all off-Amazon links, including social bios, ad UTMs, creator links, and email CTAs. Build a simple channel taxonomy, then generate Attribution tags per campaign/ad set/creative variant so you can compare like-for-like outcomes: PDP views, add-to-carts, purchases. Step 2 — Align product pages to convert external traffic External visitors bounce if the PDP doesn’t match intent. Tighten above-the-fold assets and detail modules to capture cold traffic. Start with A+ Content and comparison tables to reduce decision friction. Optimize your PDP for inbound external traffic with our guide to A+ content optimization. Step 3 — Channel-by-channel campaign skeletons (profit-first) Google Shopping & Search: Use product-led creatives to match intent; route high-intent terms to Amazon with Attribution tags (capture Brand Referral Bonus (BRB) credits), and route category discovery to a DTC collection with Buy with Prime if you’re margin-constrained. Meta & TikTok: Creative stacks: 15–30s UGC + benefit hooks + social proof. Test “Amazon-native” frames (Prime badge, delivery promise) only within policy. Always link with Attribution tags. Retarget with catalog where possible. YouTube & CTV: Attention is cheaper on mid-funnel video. Use skippable In-Stream and CTV placements to tell benefit stories; push to Amazon with Attribution. (Pair with Sponsored Video/TV on Amazon for surround-sound.) Creators/Affiliates & Email: Provide each partner and newsletter send a unique Attribution link and a short vanity URL. Measure NTB% and CLV over cohorts, not just last-click revenue. Step 4 — Replace Posts with measurable formats Since Amazon Posts was shut down (July 2025), shift those assets to Sponsored Video/Brand and to social where Attribution tagging is available. Keep the measurable loop tight. The profit model (credits + rank lift) and a KPI template you can copy How the money works: External campaign drives ₹10,00,000 in qualified Amazon sales this month. Brand Referral Bonus (BRB) average credit ~10% → ₹1,00,000 in credits back to your account (credited against referral fees), plus the organic sales lift from improved rank velocity. 30-Day Action Plan Week 1: Enroll in Brand Referral Bonus (BRB), set up Attribution, map a channel taxonomy, and tag every external link. Audit your top 5 PDPs and ship A+ upgrades. Week 2: Launch two channels (e.g., Google Shopping + Meta) with 2–3 creative angles each. Stand up a lightweight influencer pilot (5 micro-creators) with unique Attribution tags. Week 3: Read early signals: PDP views → ATC → purchase rate, NTB%, and Brand Referral Bonus (BRB) accruals. Shift budget toward the best path (Amazon vs DTC with Buy with Prime) based on conversion. Week 4: Scale winners 20–30%. Refresh creatives. Expand exact-match search intents to Amazon; keep discovery on DTC with Buy with Prime to protect margin. Track TACoS impact. KPI Template (monitor weekly) TACoS (blended): Should trend down as Brand Referral Bonus (BRB) credits + organic rank kick in. Brand Referral Bonus (BRB) credits received (₹): As % of qualified sales (target ~8–12% depending on category). NTB % (new-to-brand): Especially for upper-funnel channels (email creators, video). (Use Amazon’s definitions and reports where available.) PDP conversion rate from external clicks: Attribution → product page views vs purchases. Organic rank movement: Track target keyword positions pre/post campaigns (correlate with external sales velocity). DTC conversion (Buy with Prime): Aim near the ~25% average lift benchmark and evaluate halo to Amazon. Methodology & Measurement Notes (EEAT) We cite Amazon Seller Central for Brand Referral Bonus (BRB) policy and averages, and Amazon Ads for Amazon Attribution documentation and attribution concepts. We also reference Amazon’s published Buy with Prime conversion benchmarks. Where third-party blogs offer synthesis, they’re cross-checked against Amazon’s primary sources. For performance analysis, rely on Amazon Attribution event paths (PDP view → ATC → purchase), new-to-brand definitions in Amazon Ads reporting, and cohort tracking for CLV where feasible. How Big Internet E-Commerce Can Help At BigInternetCommerce.com, we help Amazon sellers make external traffic actually profitable, not just another cost line: Attribution Setup & Governance – we build out your complete Attribution + Brand Referral Bonus (BRB) tagging structure, so every click is tracked correctly and credits flow back. PDP Optimization for Cold Traffic – our Amazon PPC management and content teams align product pages with off-Amazon creative, ensuring clicks from Meta, Google, or TikTok convert once they land. Cross-Channel Campaign Design – we structure Google, Meta, TikTok, and YouTube campaigns with profit-first logic, balancing TACoS, Brand Referral Bonus (BRB) credits, and organic rank. KPI Dashboards & SIS Reports – we set up reporting frameworks that measure NTB%, lifetime value, and TACoS impact, so you can make budget decisions with confidence. We don’t just send traffic—we help you make it pay back, lower TACoS, and grow profitably on Amazon. Want a plan that reduces TACoS, returns

A+ vs Premium A+ — When to Upgrade Amazon’s A+ Content has become a key lever for sellers who want to stand out, build trust, and lift conversion rates. In 2025, the gap between Basic A+ Content and Premium A+ Content is more important than ever. Sellers who still use only Basic risk are leaving CVR (conversion rate) on the table, especially in competitive niches. According to Amazon, Basic A+ can increase sales by up to ~8%, while Premium A+ can further boost this, to as much as ~20% when done well. What’s New in Eligibility for Premium A+ Here are the eligibility criteria in 2025 for unlocking Premium A+ Content: You must be brand-registered (enrolled in Amazon Brand Registry) and have a Professional selling plan. You need a Brand Story module published on all your brand-owned listings You must have at least five approved A+ Content projects in the past 12 months. Module Choices Mapped to Objections + Mobile Design To maximize CVR gains, choosing the right modules is crucial—especially to address common purchase objections. Additionally, with most Amazon traffic originating from mobile devices, mobile optimization of modules is non-negotiable. Modules to Address Objections + Mobile Design Best Practices Returns / Fit / Sizing / Complex Details • Use a Q&A module so you can pre-empt frequent customer concerns like sizing, fit, or return policies. • Include technical specification/comparison tables that clearly list dimensions, materials, etc. • Employ hover or interactive hotspots over product images to call out specific features or detail zones (e.g. seams, stitch, functional parts) • Use the “Sizing/dimensions & specs” module to visually show size charts, fit guidance, etc. Warranty / Trust / Product Quality • Incorporate video modules that show product durability, construction, or usage under stress • Use enhanced comparison tables or charts to include warranty info, features vs competitors, or quality cues. • Lifestyle imagery + trust signals (badges, certifications, material close-ups) to visually reinforce quality. • Brand Story module for values, guarantees, brand mission, showing why your warranty or quality promises are credible. Usability / How it Works • Use step-by-step infographics or use-case modules to demonstrate usage, setup, or postsales care. • Hotspot modules (interactive image + info) to show features in context, parts in product, or inside what’s included • Before and after comparisons to show transformation/use benefit or show what happens if you don’t use the product Mobile Design Notes • Ensure images are high resolution and that text remains legible on small screens; avoid embedding critical text in images that could get cropped or scaled poorly • Hotspots or interactive elements should be spaced enough so that touch/tap is comfortable, not cramped • Carousels or navigation modules should be mobile-friendly: ensure swiping/tapping works well; minimize scroll fatigue • Keep videos concise, with thumbnails that load fast; avoid slow-loading content or very large assets. Rollout Plan Across Top ASINs & Measuring CVR Gains To make Premium A+ work profitably, focus on the ASINs that already drive the majority of traffic or sales. Here’s a plan + what metrics to track to see real gains. 30-Day Rollout Plan for Top 20% ASINs by Sessions Day 1-5: Identify top 20% of your ASINs by sessions (or traffic) or by profit margin. Review their current detail pages: existing images, text, Basic A+ modules in use, common customer reviews (to find objections). Day 6-10: Audit which ASINs meet eligibility already. For those that don’t, plan to publish missing Brand Story module, do the required number of approved content projects. Day 11-15: Design & build Premium A+ mockups for top ASINs: select modules that map to typical objections (as above), prepare video assets or image + hotspot assets. Ensure mobile preview/design. Day 16-20: Submit Premium A+ content for those ASINs; ensure all requirements are met (approval, guidelines). Meanwhile, for other ASINs, deploy better Basic A+ / refresh content. Day 21-30: Monitor performance, compare CVR, bounce/scroll behaviour & other relevant metrics for those ASINs vs control (ASINs with Basic only or pre-upgrade period). Iterate designs or modules. KPIs & CVR Measurement Here are the metrics to watch to know whether your Premium A+ efforts are working: CVR (Conversion Rate): before vs after upgrade for each ASIN. Sessions → Detail Page View to Add-to-Cart Rate: see if detail page improvements reduce drop-off. Bounce / Scroll Depth: do customers engage more deeply (scroll or interact with hotspots)? Return Rate: see if better content reduces returns (because expectations are better set). Time on Page: though secondary, more time (especially watching video or interacting) often correlates with better conversion. Sales Lift (%), Revenue per Visitor: how much more revenue these ASINs bring per visit. Cost vs ROI: time & cost of design / video vs incremental profit (extra conversions * margin) Amazon itself claims Premium A+ Content “well-implemented” may increase sales by up to ~20%. Basic A+ gives ~8% on average. How Sellers Gain Profit & Sales from Premium A+ Higher CVR directly trained → More sales without needing more traffic; this improves efficiency of PPC spend. Reduced returns or negative reviews due to clearer expectations, which protects margin. Stronger brand trust & differentiation → helps you win in crowded search results; better for higher price/products with more technical details. Better performance of top ASINs lifts overall catalog performance; more predictable revenue. How Big Internet Ecommerce Can Help If you want help designing or refining your Premium A+ Content so it truly lifts conversion rates, check out our Amazon A+ design services. We assist with module selection, mobile-friendly layouts, video if needed, and measuring CVR gains. Want a free review of your current A+ / Premium A+ Content?  Schedule a Premium A+ review with us—to find weak spots, identify fast wins, and map out a content refresh that drives real conversion lift. Follow Big Internet Ecommerce (BIE) on Instagram & LinkedIn to stay updated with the latest trends in Amazon selling.

Understanding Amazon Ads metrics is essential for sellers who want to scale their store efficiently. Metrics like CTR, CPC, ACoS, ROAS, and TACoS reveal which campaigns are profitable, where spend is optimized, and how ads impact both paid and organic sales. We’ll break down core and advanced metrics, show how to measure them, and explain how they affect sales performance. Core Performance Metrics CTR (Click-Through Rate): Measures engagement. High CTR means your targeting and creatives resonate. CPC (Cost Per Click): Helps balance budget efficiency. Low CPC is good but may indicate low competition. Impressions: Shows visibility; must be combined with CTR and conversions to evaluate effectiveness. Conversion-Focused Metrics ACoS (Advertising Cost of Sales): Measures ad spend vs revenue. TACoS (Total ACoS): Measures ad spend against total sales including organic. ROAS (Return on Ad Spend): Revenue generated per $1 spent. Tip: Track these weekly to balance profitability with growth and avoid overspending. Sales Metrics Units Sold: Identify top-performing SKUs. Attributed Sales: Understand sales driven by ads within attribution windows. Organic & Paid Sales: See how ads improve overall brand visibility. Advanced Demand-Side Platform (DSP) Metrics Reach & Frequency: Evaluate audience coverage and ad fatigue. Viewability & Video Completion Rate: Ensure ads are seen and engaged with. Brand Lift: Measure awareness and perception improvement. Where to Access Metrics: Amazon Advertising Console for Sponsored Products, Brands, and Display campaigns Seller Central/Vendor Central Brand Analytics dashboards How This Drives Conversions and Sales Optimizing campaigns using these metrics leads to: More efficient ad spend Increased visibility for products Better Buy Box performance Growth in both paid and organic sales How Big Internet Ecommerce Can Help We help Amazon sellers: Interpret metrics and identify high-impact campaigns Optimize listings for better CTR and conversion Use Demand-Side Platform (DSP) to reach off-Amazon audiences efficiently Strategically allocate ad spend for maximum ROI Book a call now and start converting ad data into sales today. Follow Big Internet Ecommerce (BIE) on Instagram & LinkedIn to stay updated with the latest trends in Amazon selling.