Amazon wins case against EU

We have discovered a new feature for Sponsored Brand campaigns: Amazon has introduced an image carousel with 1-5 lifestyle images that rotates automatically. Customers can interact with the slideshow, pausing it at any time or switching between different images by swiping forwards or backwards. The feature thus offers the possibility to visually tell the brand’s story.

Digital Services Act: Amazon wins case against EU

Amazon has won its case against the EU’s Digital Services Act (DSA). Amazon rejected the classification as a “very large online platform” contained in the new regulation and sued the EU for this claim. Now the judges of the EU General Court have ruled in Amazon’s favour.

• The DSA imposes additional obligations on large companies that will now not apply to Amazon.

• Amazon argued, among other things, that it does not represent the type of online platform for which the directive was created and that it is not the largest retailer in any single EU country.

• In addition, Amazon felt that the classification was unnecessary, as most of its profits are generated by trading in North America, not in the EU.

Amazon expands audience for podcast ads

With podcast ads on Amazon DSP, advertisers can now reach Amazon Audiences. This creates the opportunity to find the correct target group within the whole of Amazon’s podcast listeners.

• The following characteristics are in focus: age group, gender, geography, genre and podcast category.

• Amazon Podcast Ads will be available in Europe as well as the UK, but no exact date has been set as of yet.

eBay introduces new features for sellers

eBay recently introduced a number of new features for sellers as part of its September Seller Release. In addition to the AI function for product descriptions, which was presented a few weeks ago, they have rolled out the following new features:

• The management of individual coupon promotions now has its own tab.

• A “Social Page” in the Seller Hub enables linking with social media content from other platforms.

• The “eBay Assured Fit Programme” now offers free return labels.

EU market share of online fashion at 42%

This figure comes from a study by Netcomm, which also shows that almost half of all fast fashion retailers have their own app. We gleaned the following insights from the study’s results:

• 91% of respondents said that online shopping now influences their shopping behaviour in stationary retail.

• When shopping for fashion online, consumers attach more importance to a wide range of products than to competitive prices.

• Sustainability is becoming more important as shoppers want to reduce their impact on the environment by buying fewer products.

Mango’s expansion plans: marketplace business terminated

Spanish retail giant Mango announces it will end its marketplace business to refocus on its own sales channels.

• In 2021, Mango started adding third-party brands to its platform, first Intimissimi, then Rituals.

• At the time, Mango wanted to expand its commercial offering in complementary product categories.

• Now, the focus is on improving its own distribution channels and technological capabilities.

Subdued start for TikTok Shop

TikTok’s sales platform is only generating moderate sales. Some brands that have started selling through TikTok Shop in the US say they have seen only a minor increase in sales so far.

• One manager described the TikTok Shop numbers as “incremental, but not overwhelming.”

• They also described setting up the TikTok storefront as “very buggy.” Synchronizing products with the shop and managing orders and customers was particularly difficult, they said.

Tesco prepares launch of online marketplace

The retailer Tesco is understood to be launching an online marketplace that will offer a broad range of categories with a focus on pet food, health and beauty products, and alcohol.

• The marketplace will offer larger pack sizes than are available in stores.

• It will most likely launch by the start of next year, with brands that already sell in Tesco stores as well as unlisted challenger brands.

• Tesco would not confirm or deny the marketplace launch, saying only that it was in ongoing discussions with suppliers to build out its online proposition.

When buying products, British Amazon shoppers are, as expected, price-conscious: for 83%, price is an important or very important aspect when ordering a product on the platform. But product description (76%), fast shipping (74%), product pictures (73%), and good reviews (72%) also play a very important role for most. For 42% of buyers, the brand of a product is important or very important. Labels such as “Amazon’s Choice” or “Bestseller” are amongst the least important factors considered when buying. Interesting fact: The quality and number of Amazon reviews are more important for women than for men – men tend to place more importance on the brand.

Amazon Backend Keywords: What they mean and how to optimise them – by Alisa Hürtgen, September 24, 2021