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Amazon's Catalog

Being supported by human expertise and a powerful tech stack should be a priority for brands and advertisers. At Marketplace Strategy, our client teams are composed of experts in every facet of Amazon and other marketplaces. In this blog post, we share updates specifically from our technical analysts and strategists. They share insight, takeaways, and strategic suggestions important for any brand selling on the channel and navigating Amazon's catalog and backend.

Listing Quality Dashboard Update 

First is an update to Seller Central's Listing Quality Dashboard. Last year we discussed this dashboard in detail on our blog. The dashboard allows sellers to identify which attributes are missing from their catalog. Especially those that hold the most importance. 

Now sellers have access to a bulk-edit feature and our teams can more efficiently present and report on missing attributes. While we're grateful for this development, it's not surprising given Amazon's initiative to create a better shopper experience. With this update, Amazon even calls out specific benefits to updating specific attributes. For example, when updating an attribute, brands could boost search impressions and discoverability.

Customer Engagement Campaign Manager Update

Amazon's Catalog

Next, Amazon has rolled out email campaign opportunities for brands. Those with access can send emails to anyone that has purchased their products. This feature is available in the 'Manage Your Customer Engagement' tool. And, while the connection between this feature and Stores is yet to be seen, it will undoubtedly be interesting. It's safe to assume 'followers' of a brand's Store are able to receive messages. 

At Marketplace Strategy, many of our clients are still waiting to gain access to this feature. Although we have seen a noticeable uptick in availability over the last several months. Keep an eye out for it if you haven’t seen it come through yet. And if you have, keep it in mind for upcoming product launches. 

Automated Services Update (ATS & AVS) 

Last year we shared an update on Automated Title Services (ATS) and we have seen a continued rollout of automated services since then. In addition to ATS, we are now seeing Automated Variation Services (AVS) across categories within Amazon's catalog.  

While some categories seem more likely to have Automated Services, we have noticed our Vendor Central clients under ATS almost always fall under AVS. Listed below are the most common categories with Automated Services. 

  • Clothing, Shoes & Jewelry
  • Home & Kitchen
  • Pet Supplies
  • Sports & Outdoors
  • Tools & Home Improvement
  • Grocery 
  • Garden & Patio
  • Beauty 

This can be a rather involved subject and we work closely with our clients to ensure their full understanding. Unfortunately, these services can result in an added level of complexity and a longer wait time for content to go live. However, we are confident in our continued learnings and Amazon's ability to fine-tune this feature.

Variation Display Models (DPM vs DCM) 

Finally, a detour from updates to a worthy reminder. The nuances of variations are a long-standing topic of conversation among our clients. On Amazon, there are two ways they can be displayed and the difference lies in how content and titles are shown. Below we outline the two models to consider. 

  • Display Parent Model (DPM). This is where the title is shared across variants. The title remains the same for each ASIN. 

  • Display Child Model (DCM). This is where the title changes from variant to variant. The titles update when toggling between ASINs.  

When optimizing your listings within Amazon's catalog, if ASINs can't share the same title, they shouldn't be variated. Below we've listed the three main categories in which we see DPM. 

  • Clothing, Shoes & Jewelry
  • Pet Supplies
  • Sports & Outdoors

For DPM listings, although the parent ASIN title shows on the product detail page and in search, a child ASIN title will show in the shopper's cart. With this, it's important to optimize all variated titles.

Final Thoughts 

Keeping track of all the latest updates to Amazon, other marketplaces, and countless digital marketing platforms can be overwhelming. At Marketplace Strategy, in partnership with our colleagues at Code3, we pride ourselves on supporting our clients in every aspect of their online presence. When updates come along, they are the first to know. 

If you could use the support of a strategic partner, schedule a free consultation. And as always, we’re here to answer any questions about your Amazon presence.


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