Amazon Prediction for 202 No. 1: Amazon to Expand its D2C, Brand-Building Initiatives
First on our Amazon predictions for 2022 is an expansion of brand-building initiatives. Amazon has been making moves to position itself as an all-in-one platform for building a brand that goes beyond just selling and advertising products. These past few years, the rise of Amazon Posts, Brand Stores, Manage My Customer Engagement (MMCE), and more have enabled the retail platform to be a center for converting customers without ever leaving the website. Customers won’t just engage and convert once but will be able to ‘follow’ their favorite brands, be retargeted, and be involved in every stage of the funnel.
To leverage these Amazon predictions for 2022, make sure you’re brand-registered to get access to Brand Stores, Amazon Posts, and MMCE to engage customers during new product launches, product awareness campaigns, and other social initiatives. Moreover, as these tools are designed to go beyond the standard Amazon marketplace listing, make sure to get creative and create branding-relevant content that showcases your products in lifestyle settings.
Amazon Prediction for 2022 No. 2: Rise of Video Streaming Opportunities
Now that Amazon owns Twitch (a leading live streaming service provider), we’re willing to bet that Amazon’s video streaming capabilities will continue to expand into 2022, becoming the internet’s choice for TV shopping similar to QVC. The release of Amazon-branded TVs will also increase the number of available ad placements and its integration with Alexa will allow for expansion into audio shopping, allowing for a fully-integrated, end-to-end shopping and advertising experience.
Additionally, the rise of TikTok and other UGC platforms encourages consumers to be more dependable on videos to discover new products. This rise has changed the way products are showcased in the post-pandemic world, going beyond rich text and images to fully demonstrate how a product can benefit a consumer.
All that said, brand owners, should leverage high-quality video production to produce creatives that engage consumers on different video platforms. Take the time to learn how these platforms work and how they differ from each other and create videos that adapt to each audience.
Amazon Prediction for 2022 No. 3: CPC to Increase
Brace yourself for a more expensive advertising experience on Amazon this 2022. CPC is predicted to increase with the expected rise in sellers and products joining the platform, so prepare for the competition by defending your own branded terms and PDP ad placements. Launch a strong brand-defence strategy and test different ads such as ad types and optimization strategies to see what will get you more clicks vs. competitors. Either way, brace for the fact that you have to spend more money this year for the same results.
As you strategize on your ads, don’t forget the basics such as optimizing your images, videos, and other rich content for Sponsored Products and Brands. Give people a reason to click!
Amazon Prediction for 2022 No. 4: Improved Voice-Shopping Advertising
With about 1 in 4 adults in the US now owning a smart speaker and voice shopping estimated to hit $40 billion across the US in 2022, improved voice-shopping capabilities are to be expected. Voice-shopping by consumers is not just on the rise, but advertising via voice is also predicted to have increased adoption. That said, Amazon might continue to create voice-shopping-specific advertising toolkits that can help brand-registered owners extend their products’ reach.
To leverage this Amazon prediction for 2022, make sure your brand is poised to accept this innovative way of search. While waiting for Amazon to develop programs specifically for voice-targeting, check out other resources and tools that can adapt your store to it.
Amazon Prediction for 2022 No. 5: Supply Chain Challenges to Stay Throughout 2022
The continued effects of the pandemic and constant introduction of new products on Amazon have expectedly put a constraint on their fulfillment capabilities. Because of such, Amazon has continued its use of its system of dedicating the most space to those who improve their IPI, Amazon Inventory Performance Index metrics.
To make sure that your brand continues to fulfill its orders despite inventory restrictions this 2022, have a backup fulfillment method in hand such as by setting up FBM delivered by 3rd party logistic services.