Announced at unBoxed 2024, Amazon has introduced a new full-funnel advertising solution for brands launching products on Amazon in the United States.
Key Features:
- 90-Day Launch Focus: Designed to introduce new products within the crucial first 90 days.
- Managed Service: Provides data-driven media plans and creative visuals.
- Multi-Channel Approach: Leverages 1P and 3P audio, video, device, and display inventory.
- Retail Insights: Utilizes Amazon's unique retail data and advanced measurement tools like Amazon Marketing Cloud.
- Full-Funnel Optimization: Modernizes the traditional sales funnel for faster, more efficient campaigns.
Campaign Structure:
- Strategically flighted over 30, 60, and 90 days
- Emphasizes the product's newness consistently across touchpoints
Eligibility:
- Available for products new to market in the last 12 months (subject to eligibility)
- Accessible to endemic advertisers
Access:
- Through Amazon DSP (managed-service only)
Availability:
- Currently available in the United States
This new offering aims to help brands overcome the challenges of launching products without sales history or reviews, providing a comprehensive solution for capturing consumer attention across various digital and offline touchpoints.
