Helium 10 Buzz 12/21/23: Amazon Minimum Inventory Level | Shoppable A+ Content | New Brand Analytics Tool

We’re back with another episode of the Weekly Buzz with Helium 10’s Brand Evangelist, Shivali Patel. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week.

We’re dishing out the details on Amazon’s revolutionary Fit Insights tool and the game-changing low inventory level fee, set to shake up the way apparel and shoe vendors approach their trade. Experience firsthand how Amazon’s shoppable A+ content module is making waves with its compelling conversion rates, and join us in tipping our hats to TikTok’s staggering $10 billion consumer spending landmark, a true testament to the app’s growing prowess in the digital realm.

As we navigate the ebb and flow of online retail, we’re also spotlighting Amazon’s translation feature for sponsored ads, now making waves across North America and Europe. And for a quirky twist, don’t miss our take on California’s recent ban on donkey skin gelatin sales.

TikTok becomes first non-game app to reach $10B in consumer spending
https://techcrunch.com/2023/12/11/tiktok-becomes-first-non-game-app-to-reach-10b-in-consumer-spending/

Language translations are now available for Sponsored Display custom creatives
https://advertising.amazon.com/en-us/resources/whats-new/language-translations-available-for-sponsored-display-custom-creatives/

Amazon will stop selling donkey skin gelatin, but only in California
https://www.engadget.com/amazon-will-stop-selling-donkey-skin-gelatin-but-only-in-california-212555337.html

We’re thrilled to have Bradley with us, sharing his expert insights into the new Black Box Brand Analytics tool, a powerhouse for sellers seeking to maximize product research efficacy. This episode is brimming with strategic insights, so plug in and prepare to power up your Amazon and Walmart selling game!

In this episode of the Weekly Buzz by Helium 10, Shivali covers:

• 00:44 – Minimum Inventory Tool
• 02:00 – Fit Insights Tool
• 03:35 – Shoppable A+ Content
• 04:45 – Tiktok Hits 10B?
• 05:43 – Language Translations for SD
• 06:33 – Partnered Carrier
• 07:32 – Your Donkey Meat
• 08:05 – Subscribe to Helium 10’s YouTube Channel
• 08:17 – Pro Training Tip: Helium 10 BlackBox x Amazon Brand Analytics

Transcript

Shivali Patel:

A way to double your conversion rates over your comparison chart modules, amazon’s New Fit Insights tool and what platform did over $10 billion in consumer spending this year? This and more on this week’s episode of the Weekly Buzz.

Bradley Sutton:

How cool is that? Pretty cool, I think.

Shivali Patel:

Hello everyone and welcome to another episode of the Serious Sellers podcast by Helium 10. I’m your host, Shivali Patel, and this is the show that is our Helium 10 Weekly Buzz, where we give you all the latest news in the Amazon, Walmart and e-commerce space and we also provide you with a training tip of the week that will give you insight into serious strategies for serious sellers of any level in the e-commerce world. Let’s see what’s buzzing this week. The first article we are covering today is from Amazon itself, and if you are paying attention to the 2024 fee change announcement, then you know that Amazon is introducing a low inventory level fee for standard size products come April of next year. Well, in parallel to that, they are going ahead and launching a minimum inventory level metric as well to help you plan out your future FBA replenishment cycles. This does not definitively mean that you will avoid that fee going forward. However, it is there as an additional data point that you can use alongside the historical days of supply, inventory performance and the capacity limits and restock recommendations, as you can see, you can see this right here. That is, right next to historical days of supply and sellers maintaining inventory above this minimum level associated with a 15% increase in sales over a four week period. Naturally, those results may vary. Again, note that this is different from the historical days of supply number, which is, more so, a metric that looks backwards, and it’s used as the basis for the low inventory level fee. The low inventory level fee will apply when both long term and short term historical days of supply are below 28 days of time.

Shivali Patel:

Speaking of new things that have launched, amazon also launched something called the fit insights tool recently, which is meant to help apparel and shoe brands minimize returns by providing detailed, fit specific information about their products. I know that I like to have fitted clothing and anytime something I purchased is often sizing, I’m very quick to return or replace that item. So what’s neat about the fit insights tool is that it leverages artificial intelligence and machine learning to analyze your returns data, your size charts and customer feedback before suggesting any improvements that you could make to your sizing charts and your product listing pages. This is meant to enhance the overall experience you are providing to your consumers. With the Fit Insights tool, you can also expect to see your return rates stacked against the average benchmark of similar best-in-class products, and the only catch? Well, your brand needs to be brand registered and have sold at least 100 units in the past 12 months. Know that if you cannot access the Fit Insights tool currently, it is likely because it’s transitioning from beta to become available to all eligible brands by the end of this year, and if you find that there’s data missing for some of your ASINs, then there might just be a delay in assigning return rate information for newer products that just met the required shipping unit thresholds, which is why you should allow for enough time to pass for customers to complete returns and report accurate return rate metrics inside of the tool.

Shivali Patel:

Next up, let’s talk about comparison chart one. For those of you who are brand registered and use A plus content, amazon added a new shoppable A plus content module for brands and, as it says here, it allows customers to add items to their cart directly from the module. You can also see real time prices for in stock and buyable items, read customer review rating summaries to help the consumers make a informed purchasing decision quickly, and I agree with what Amazon is saying here as well that I do think this has the ability to quickly compare products on the same page. That’s going to help streamline the buying process for the consumer and from a seller perspective. Of course, that is advantageous, as you can now simultaneously showcase your other products Impressively. The module has a 2% higher conversion rate than the existing premium comparison chart modules that are not shoppable, and more than 25% of customers who click on shoppable premium A plus charts add an item directly to their cart. However, that is not nearly as impressive as TikTok’s number, which they just became the first non gaming app to reach $10 billion with a B in consumer spending across the Apple store and Google Play combined. That does not include the other third party platform apps in China, and so that number might actually be a lot larger. But, guys, I’m really excited about the future potential of TikTok and I hope you are too. But this number, as you can see here, actually falls in line with games such as Candy Crush saga, which was, or is, all the rage, and it’s a rage that I never quite got into. However, with 61% growth from the year’s start and making most of it spend from the purchase of in app coins, a virtual currency that users can spend on creators to later cash out. This figure, like I said, does still not include the Android app stores in China, so it is really, really impressive. Let’s go ahead and toggle back to Amazon.

Shivali Patel:

Amazon now has language translations available for your sponsored display custom creatives in select marketplaces. This includes North America. It includes Europe, the Middle East and Asia Pacific. The feature automatically translates ads to all supported languages within a marketplace, enhancing the visibility and providing a seamless experience for shoppers in their preferred language. Previously, these ads were only shown in the default language, but now they are translated for free, requiring no additional input from you or the advertiser. Registered sellers and vendors can access this feature. If this is you automatically using the same input submitted for the primary language campaign. As for one of our last pieces for this week, you can find this inside of your new section in seller central.

Shivali Patel:

There have been some improvements made to the partnered carrier program for sending in FBA shipments. You can specify warehouse operating hours and special pickup equipment requirements upon entering in your ship from address. Enhanced pickup date information is available for the less than truckload, full truckload and intermodal shipments, as seen right here. This does include updates for disruptions or delays and, to make things easy, if you want additional information, I would just head over to this page and click this PDF guide. That’s brand new. It’s only available in English at this time. However, it offers detailed information and expectations for creating and sending in shipments with Amazon partnered carriers, and I know I said that one of our last news pieces was this one that I just covered.

Shivali Patel:

However, that being said, I was saving the weirdest Amazon news piece for the very end. Aren’t you glad you stuck around. You can no longer sell donkey skin gelatin in California, so supposedly this is a traditional Chinese medicine that comes with healing claims to treat anemia. However, scientific studies don’t really support that. So if this is something you want to sell, you can do it in the rest of the country, but not in California. So that concludes our news pieces for this week. If you found this valuable, I want to take a moment here to encourage you to subscribe to our YouTube channel if you haven’t already. We post new content regularly, so you are always in the know for what’s changing in the space. Last, but certainly not least, Bradley is going to talk to you about a brand new tool from Helium 10 that will allow you to use Brand Analytics data like you have never seen before. Take it away, Bradley.

Bradley Sutton:

I’m excited to announce a brand new tool inside of Helium 10. It’s not just a new feature or new function or new filter those are all valuable in themselves. This is a completely brand new tool and you can find it in black box and it’s called black box Brand Analytics. How do you find it? How is it going to make you money? How can it help your business? Let’s go ahead and hop right into it there. You can find it. Here is in black box, and you know you probably have used the products and the keywords tabs here in black box. But now the third one is called ABA, which stands for Amazon Brand Analytics top search terms.

Bradley Sutton:

Now, first of all, what is Brand Analytics and who can access it? Well, Brand Analytics is something that was released by Amazon a few years ago and at the time it was kind of unprecedented information. Amazon would tell you, out of its top million or two million or more keywords, for every single one of them, what were the top three products that were clicked after the search of that keyword. And then, of those three top click products, what percentage of the clicks that each of them have, and then what percentage of the overall conversion or the sales generated by that keyword, how much did it have? And it’s always been valuable information. So, how you would use it, you would go to like any week or month and then maybe put in a keyword and see how many keywords were in the top two million or three million that had that individual keyword. You can put an ace in in there and then it’ll tell you all right. Well, how many keywords did it come out, where this product was one of the top three clicked products for that week or that month. And you know it’s a great way to do historical keyword research. Like maybe you want to go back to a certain week and see which were the top three clicked. Obviously, in Helium 10, Cerebro, now you can actually do that with a lot of broader range, but still this is information coming directly from Amazon. So now, how does Helium 10’s new tool play a role in this? Well, now you can take it to another level, and this is going to save you a lot of time, which may be with maybe some of the tedious work that you were doing before. So with this here in helium 10, you can enter in an ace in our number of aces or a keyword.

Bradley Sutton:

So this is actually something that I just did today and I discovered a product I didn’t even know existed. I was just curious of the week of December 3rd to December 9th. I wanted to know what were some of the top two million keywords that had the word coffin in it. All right, so I just entered coffin and then I went ahead and press enter and I wanted to put a couple of filters here. So I said, hey, let me put it in minimum search volume of 300. This is something unique.

Bradley Sutton:

Now to helium 10, you know I’m combining helium 10 data With Amazon’s Brand Analytics data. So I said, hey, I want to see any keyword that has coffin in it. I wanted to exclude nails, because there’s a lot of like nail keywords that come up. I wanted to have at least 300 search volume. And then I went even deeper, and this is what you can do in seller central, unless you just download everything and make it up. You know pivot tables and Excel file or something. But I said, hey, I want to see any keyword that hits his criteria, or a minimum of two of those products had greater than a total of 30% of the conversion.

Bradley Sutton:

So why would I even look for that? Well, this is a way that you know a lot of people were looking for opportunity. They figured, hey, if the top products are just dominating the sales, well and they’re not got a great, maybe there’s room for me to get in and steal some of that sales. Somebody else might look at the same information in the opposite way. They might want to look at hey, what are some of the key words where the top two or three clicked have less than a certain number of conversions share, because now they think that it might be even more wide open. So there’s no right or wrong way to look at this, but this is the kind of thing that people would do. They would have to enter some pivot tables or some formulas in Excel, that on an Excel sheet that had a million, literally a million rows, and then go forward and do that. But now you can do it right here inside of helium 10.

Bradley Sutton:

And so I actually put all of that information in and take a look. The very first key word that came up here. I was like, wow, I’ve never heard about this before a coffin cat tree, and it had a 3200 search volume. And so I’m like, wow, look at this. And then I was like, wow, look, the top three ASINs total conversion share has 67%. So those top three ASINs are are dominating. I could actually see here what are the top clicked ones. I could see the conversion share and the click share of each of these top products and I actually went on Amazon to take a look at this keyword and I was kind of blown away at what’s going on here, because this is a keyword I didn’t even know existed and there are some products here Like, like.

Bradley Sutton:

There is a $49 product here that sold 500 in the last month. There’s a hundred and thirty four dollar product a gigantic coffin shaped like a cat tree that cats would play on, that has bats on it and and spooky decor and spiders and stuff Hundred and thirty four dollars, and Amazon says they’ve sold 800 of these in the last month. So I just found a new product opportunity that potentially I could do and it was from this Brand Analytics informations, all right, and there’s some other keywords that came up here as well. Another way that I could do it is maybe I’m looking at all the coffin shelves that are my competitors and I just want to see all right, where are some of my competitors? One of the top three clicks products for a certain keyword in any period of time. So I copied a whole bunch of ASINs here to the clipboard and then I put it right here back in this Brand Analytics tool in black box.

Bradley Sutton:

Now, for any of these products, I see all of the keywords for any one of these. One of these is one of the top three click. I can make sure that I’ve got them all in my listings and I could see all right well, where are the competitors coming up? Maybe that I’m not. I could see here what’s the average click share, what’s the average conversion share. There is just so much I can do because now I can combine Amazon data with helium 10 data.

Bradley Sutton:

What are some of the other things that I can filter out? I can exclude keywords. I could pick the top three ASIN total click share. I can pick the top three ASIN total conversion share, a minimum and a maximum. I could enter in the search frequency rank that’s from Amazon and filter out in certain ranges. I can put in helium 10 search volume how many words that it has. A lot of this stuff you cannot do inside of Amazon right now. This is a cool one. I could do search frequency rank trend minimum and maximum percentage and search volume trend. You know, maybe I want to see, hey, from this month to last month, what are the key words that have at least this much search volume? That increased 1000% in the last week or 500% in the last month. So I know all of a sudden what are some of the trending keywords that people are searching for a lot more than the previous timeframe.

Bradley Sutton:

All right, what are some other things I could put here? The top three clicked ASIN monthly average age that’s insane. Or you can do this in Seller Central. Take a look, I could. I could put here hey, I want to see any keyword where it comes up where there is less than maybe six months of age for the top three products or less than two months of age. So I can know that’s a newer niche.

Bradley Sutton:

I could put here the top three clicked ASINs total monthly sales. All right, hey, show me a keyword, for example, that has at least this much search volume where, out of the top three clicked ASINs, if I add their sales, it adds up to at least 2000 units a month or something. Or I could do the opposite. Maybe they’re not doing that great, maybe I can.

Bradley Sutton:

I can actually pick here the top three clicked ASINs, total review count Like. Can you see how that would help? It would be like, hey, show me a keyword that’s trending, that has a lot of search volume, but the top three ASINs, who are getting all the clicks, they don’t even have that many reviews. Uh, maybe I want to see something where maybe on average they don’t have a very high rating. Or I’m like hey, out of the top three that are clicked, maybe they all have less, an average of less than four stars, all right. Or maybe I want to see keywords that have a low suggested PPC bid. Uh, the filters here go on and on.

Bradley Sutton:

There’s just a lot of ability here to really dive into this data. So guys start using this. Play around that this is just version one, all right. The team really came through on this and what we want to do is to understand how you guys want to see this information.

Bradley Sutton:

Everybody has different ways. They use Brand Analytics and people are already, you know, combining Brand Analytics with helium 10 data. So how do you want to filter through this information? I know one thing I would love is to be able to say hey, show me where one of these products was ranking or one of the top three clicked in like a whole date range instead of just as particular week or month. You guys like that one. You tell us what else do you want to see? This is just version one of this tool and then, based on what you guys give us as feedback, we’re definitely going to innovate here. But here we are innovating. It’s the end of the year and we’re still coming through with brand new tools. I hope you guys can get a lot of benefit from the new Black Box Brand Analytics tool.

Shivali Patel:

And how cool is that? Pretty cool, I think. Well, thank you, Bradley, and I hope you learned something new from this week’s weekly buzz. We will see you next week to talk about what’s buzzing.

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