Good morning, eCommerce leaders.

Orders don’t fall off until about the 21st. You still have time to hit your KPIs.

– Josh Rawe

You Had to B2B There

Bid Adjustments Enabled for Business Ad Placements

Amazon just rolled out bid adjustments for business placements, giving you control over B2B ad spend.

The B2B Opportunity

• 96% of Fortune 100 companies have Amazon Business accounts

• 92% of B2B buyers research work purchases on Amazon

• 82% of business buyers make work purchases on the platform

Early data from AmpliSell shows B2B orders averaging 36% higher value than B2C orders ($157 vs $115), making this channel particularly attractive for higher-margin products.

How to Get Started

Check your B2B performance: Seller Central → Menu → B2B Central

Set B2B bid adjustments in your Sponsored Product campaigns: Campaign Manager → Campaign → Bid Adjustments → Amazon Business Placements

Key Takeaway 

While competition focuses on B2C, there's a significant opportunity to capture B2B market share through targeted advertising. The new bid adjustment feature lets you optimize specifically for these higher-value customers.

Too Many SKUs, Too Little Time

🔥 How Tanner Drove 150% Growth on Amazon*

*with a catalog of 10k+ SKUs

When Tanner Russell joined K&N as Director of Sales, the automotive parts manufacturer was sitting on a gold mine of brand equity but struggling to translate it to marketplace success. Over four years, he helped drive their Amazon revenue from $20M to $50M through strategic segmentation and data-driven optimization.

Here's how he did it:

Mapped Vehicle Types to Customer Needs

Russell's team created strategic segments based on vehicle types and customer profiles, rather than trying to optimize on an individual product level.

• Daily Commuters: Focused on lifetime value and environmental benefits

• Performance Vehicles: Desire power and acceleration gains

• Off-Road/Trucks: Looking for towing capacity and rugged performance

"One item isn't necessarily moving the needle," Russell explained. "Our top seller was only 2% of revenue. The second was 0.9%. Success came from managing segments strategically."

Data-Driven Market Share Targeting

Using Stackline's market intelligence, Russell's team discovered they owned 70% of the market share in performance vehicle parts, but captured single digit market share in the larger commuter vehicle segment. They would gain more revenue and profit from moving the needle in the larger commuter vehicle segment.

"We found that gaining a few share points in commuter vehicles would drive more revenue than dominating performance further," Russell shared. "We already had the products - we just needed to speak to that customer differently."

Converting Commuter Buyers Through Smart Content

For commuter vehicle owners, the team made key marketing and content changes:

• Highlighted lifetime cost savings vs. disposable filters

• Emphasized environmental benefits of reusable products

• Focused on practical benefits over performance specs

The result? Significant growth in the larger daily commuter segment while maintaining their performance vehicle leadership.

Key Takeaway: Success in large catalogs without clear hero products is not always about individual product optimization. You can win with these catalogs when you segment based on data and tailor messaging to the customer archtypes.

Video Killed the Radio Star

📊 Amazon Ad Performance: Video Takes the Crown

According to a survey of over 1,000 brands, video ads are generating Amazon's highest ROAS, outperforming all other ad formats.

At AmpliSell, we are seeing video ads performing in the top 1 - 3 in terms of ROAS. Video ads that lead with a scroll-stopper perform the best. You need to be leveraging video ads in your PPC strategy for 2025.

Here's the kicker, most sellers aren't using video effectively (or at all). That means video ad spots are not being bid up (yet). There's a HUGE opportunity for you to get in there with your own video ad and dominate this spot while you still can.

Your 3 Step Approach to Scaling Video

1. Audit your current ad mix.

2. Identify top-performing products.

3. Shift 10% of ad spend to video as a test.

Source: https://feedvisor.com/resources/e-commerce-strategies/ecommerce-2024-advertising-report/

ICYMI

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