What you need to know

Amazon told select brands it plans to crop your images, write your headline and pick where your shoppers land. For now it’s a test on Sponsored Brands collections ads. It’s free to advertisers and starts in November.

I don’t think it stays a test. Amazon is practicing three things at once: reassembling the creative you uploaded, writing the copy and choosing the destination. That’s an ad system that only needs your assets.

🗞 News

👉 How much of page 1 do you actually own? Ritu Java’s PPC Ninja counted every organic and sponsored spot one brand held in the first 16 positions on six keywords. The range went from 8 of 16 on “silicone baking mat” (6 of them ads) down to 0 on “mandoline slicer.” Rank tells you where your best listing sits, but share of shelf tells you how much of the page is yours.

Pick your top five keywords, count your spots (organic and ads separately) and repeat every week, because share of shelf is a trend, not a snapshot.

See the post.

👉 Also Ritu Java (recommended follow): Alexa for Shopping wrote 2,802 prompts on PPC Ninja’s Sponsored Products ads in October. That’s roughly 10x March (269) and nearly double July (1,471), and more than half of October’s prompts had never appeared before.

Nobody chooses or bids on these: Amazon writes the shopper’s question, and your ad either answers it or it doesn’t.

👉 Amazon now shows 250 million products it doesn't sell.

👉 7 strategies that make an ASIN answerable Andrew Bell’s RetailPlaybook framework for Amazon ACO (Agentic Commerce Optimization) runs from noun phrase optimization and semantic bridging to attributes and full product page coverage.

His example is a 20 oz tumbler that worked in a car console but leaked in a backpack. A non-leakproof lid fails that shopping mission, so the page has to say so and answer the whole backpack question family.

It pairs perfectly with the Alexa prompts above. Read the framework.

👉 Amazon can write your Sponsored Brands headline, but it can’t make a weak product convert. 

Only put high CVR products in your SB campaigns. Before you add one, check that it has powerful images, enough reviews, a competitive price and a fast Prime delivery promise.

If your Store isn’t optimized, use formats that link straight to the PDP. Extracted from my ebook Amazon Advertising Hacks.