Good morning, eCommerce leaders.

Mobile drove 57% of online sales for Cyber Week - proof that we would rather shop on our phones than talk politics with uncle John.

– Josh Rawe

Cyber Week - Influencers and Mobile Win

🔥 Record-Breaking Cyber Week

Total Cyber Week (Thanksgiving through Cyber Monday) spending hit $41.1B, up 8.2% YoY.

• Cyber Monday: $13.3B (↑7.3% YoY)

• Black Friday: $10.8B (↑10.2% YoY)

• Thanksgiving: $6.1B (↑8.8% YoY)

3 Key Shifts

Mobile Continues to Dominate

Mobile reached new heights, driving 57% of online sales on Cyber Monday. This represents a dramatic shift from just 5 years ago when mobile accounted for only 33% of sales. You should be optimizing for mobile on all of your content.

Rise of AI in Shopping

Traffic to retail sites from AI-powered chatbots increased by 1,950% compared to 2023. While starting from a modest base, this growth shows that AI is a significant new channel for product discovery and purchase guidance. Amazon’s RUFUS is enabled on the mobile app for all US users and comes pre-loaded with question prompts.

Social Commerce Evolution

The affiliate and partner channel (including social media influencers) drove 20.3% of revenue on Cyber Monday, up 6.8% YoY. More notably, influencer content converted at 6x the rate of traditional social media - suggesting a major shift in how social drives commerce.

An AI Hack to Boost Your Conversion Rate

Listen to Your Customers

Do this hack:

1. Navigate to your Amazon listing.

2. Open Helium 10's Review Insights Tool.

3. Export your reviews as a csv.

4. Upload to ChatGPT and ask: "Read these reviews and tell me the top 5 things that confuse customers about our product."

You will get results like this from Kenmore's top selling vacuum - only 4.1 stars:

“Model differences: Customers are often confused about the differences between color variants (blue, purple, green) and model numbers. Some models lack features that others have, such as the motorized carpet brush or certain attachments.

Carpet cleaning capability: Many customers are unclear whether the vacuum is suitable for carpets, especially without the motorized powerhead. Some models come with this attachment, while others require a separate purchase.

Attachment functionality: There's confusion about which attachments are included and how they work. Many customers find the bare floor attachment too small or ineffective, and some struggle with attaching or detaching tools.

Bagged system: Some customers are unsure about how the bagged system works, including how often bags need to be changed and where to find replacements.

Weight and maneuverability: Despite being advertised as "lightweight," many customers find the vacuum heavy and difficult to maneuver. There's confusion about whether it's suitable for elderly users or those with mobility issues.”

🤯 You now have new callouts that boost conversion rates. 🤯

Doing this for Kenmore's listing took me less than 10 minutes.

Try it with your listings to optimize your content and juice conversion rates.

BONUS

Improve your results by also asking GPT:

1. How would you improve our bullet points based on your assessment?

2. What product bundles could we make to increase our average order value?

3. What competitive advantages do customers mention most often, and how can we better highlight these in our listing?

PEEK INTO THE FUTURE

Amazon’s AI Image Generator Almost There

Amazon rolled out their AI image generator for sellers, and while it's not quite perfect, it's surprisingly good. Write a product description, pick a theme, and seconds later you've got a professional-looking product shot.

The Good:

• Image quality is sharp and professional

• Fewer AI "oddities" than previous generators

• Fast turnaround from prompt to final image

• Simple interface anyone can use

The Limitations:

• Images feel generic

• No text overlay capabilities (yet)

• Limited control over specific details

• Can't incorporate brand elements

This isn't just another seller tool—it's a glimpse into how Amazon envisions the future of product imagery. As the technology improves, expect to see enhanced customization, brand integration, and possibly even A/B testing capabilities.

Action Items:

1. Test the tool with 2-3 of your products to understand its current capabilities

2. Document where it excels (and falls short) for your specific category

3. Consider building it into your 2024 secondary image strategy

Link to the Amazon’s AI Image Generator: https://advertising.amazon.com/image-generator

ICYMI

My Favorite Finds

• The Rapid Rise of Social Commerce (LinkedIn)

• Retail Media Dominates Ad Spend (LinkedIn)

• The Brand Lifecycle Framework by the co-founder of Chubbies (LinkedIn)

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