We’re closely monitoring the developments of COVID-19 and its impact on our employees, customers, partners, and communities. We’ve created this resource to help answer some of your frequently asked questions.
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What are some of the changes Amazon has made due to COVID-19?
For a list of updates and what we’re doing to support our employees, partners, customers, and communities, please refer to The Amazon Blog: Day One. This includes information about our decision to prioritize household staples, medical supplies, and other high-demand products being received by our fulfillment centers.
How can I know which products Amazon is prioritizing?
We consider many factors when determining eligibility, including high-demand products customers need now; current inventory levels and inventory in transit; fulfillment center capacity; and our ability to adhere to the latest health guidelines. In the US and EU, sellers can use the Restock Inventory page and Restock report in Seller Central to check which products are eligible for shipment creation.
I’m concerned about my inventory levels. Should I pause my sponsored ads campaigns?
Sponsored ads campaigns pause automatically if promoted items go out of stock—no action is needed on your part. Here’s more detailed information on how each product works in out-of-stock situations:
- Sponsored Products and Sponsored Display ads automatically pause when the promoted products go out of stock. When the products are back in stock, your campaigns will automatically resume as long as they are still active.
- For Sponsored Brands campaigns linking to a product list page with less than two in-stock products, the campaign will automatically pause. For campaigns linking to a Store, the campaign will continue to run regardless of inventory levels. With Stores, you can feature your full product selection in your own branded destination on Amazon, which may help you be less reliant on inventory levels of specific products in your catalog. With product grid and full-size product content tiles, you can select to have out-of-stock products hidden from your Store. If you choose this option, they’ll automatically display once they are back in stock.
Should I take any action on my display, video, custom ads, or Amazon DSP campaigns if my inventory is low?
We recommend reaching out to your Amazon representative to discuss inventory levels and develop an action plan for your campaigns.
What happens if products in my Store go out of stock?
With product grid and full-size product content tiles, you can select to have out-of-stock products hidden from your Store. If you choose this option, they’ll automatically display once they are back in stock.
What are my options for fulfilling products directly?
Sellers can use Merchant Fulfilled Network (MFN) to use their own resources to fulfill an Amazon order. You can find additional information here. Vendors can talk with their vendor managers about Direct Fulfillment.
Some of the products in my campaigns currently have longer delivery times. Do I need to make any changes to my campaigns?
If you have longer delivery times, here are some tips to optimize your campaign performance:
- Sponsored Products: Select ‘dynamic bids - down only’ or ‘dynamic bids - up and down’, as these bidding strategies will take into account any changes in conversion rate and adjust your bid accordingly. Fixed bids will not adjust automatically—you will need to manually change them.
- Sponsored Display: Bidding on Sponsored Display is dynamic, so bids adjust automatically taking into account the likelihood of conversion. You may reallocate budget towards products that are generating most sales.
- Sponsored Brands: Evaluate which keyword and/or product targeting strategies are working for your business. You can increase bids for the strategies that are driving conversions, and reduce bids for strategies that are under-performing.
Are there keywords I shouldn’t use in my sponsored ads campaigns right now?
In response to COVID-19, we’ve restricted advertising at this time on keywords related to protective equipment, including face masks, hand sanitizers, surgical gloves, and other related keywords. You should continue to choose relevant keywords for your products.
How can I help manage my advertising cost of sales (ACOS) for my sponsored ads campaigns right now?
Here are some strategies to manage your ACOS:
- For Sponsored Products campaigns, use ‘dynamic bids - down only’ or ‘dynamic bids - up and down.’ When you select either of these bidding strategies, Amazon will automatically lower your bid in real time when your ad may be less likely to convert to a sale. We recommend using these strategies over fixed bids during this time.
- For your Sponsored Products and Sponsored Brands campaigns, evaluate which keyword and/or product targeting strategies are working. As always, you can increase bids for the strategies that are driving conversions, and reduce bids for strategies that are under-performing.
- With Sponsored Products and Sponsored Brands, you can also use negative product targeting to remove products that don’t drive clicks or sales.
How can I help manage my return on ad spend (ROAS) for my DSP campaigns right now?
Here are some things to keep in mind for managing DSP ROAS:
- Automatic optimization adjusts your bids, budget allocations, and pacing based on changes in conversion rates and KPIs you’ve set.
- Use the audience segmentation report to view performance by audience segment for a given campaign. You can add audiences that are driving conversions, and remove those that are under-performing.
- Use the custom report template to review performance across various campaign and line item parameters such as inventory. You can use these insights to adjust your targeting settings accordingly.
Does Amazon Advertising offer other ways to help my business during this time?
If you’re a vendor or a seller enrolled in Amazon Brand Registry, you can use these free self-service products below to communicate your brand message and increase your connection with potential customers.
- Stores: This free solution lets you create a dedicated destination for your brand on Amazon, and helps shoppers discover your brand’s product selection. Stores are easy to build and update, and display on mobile and desktop without any additional work. You can link Sponsored Brands ads and DSP ads to drive traffic to your Store homepage or specific sub-pages
- Posts (US beta): Posts is a new free browse and discovery experience on Amazon focused on brand shopping. Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content. They link to product detail pages, making each post in a feed shoppable, and each post includes category tags so shoppers can continue exploring posts in related categories. To participate in Posts beta, you must have a US Store.
- Amazon Live: Engage with shoppers in real time with interactive livestreams. You can stream for free on the product detail pages of your products, as well as across various placements where Amazon shoppers browse. US vendors as well as sellers enrolled in Amazon Brand Registry can livestream on Amazon.
We also offer a webinar series on beginner to advanced advertising topics to help you learn more.