Amazon is rolling out new metrics and features for its website-like stores.
Maybelline and Bose use as mini branded websites to display and sell their products, unlike Amazon's algorithm that places brands in search results based on what a browser is looking for.
"A year or two ago, enhancements here wouldn't have been very valuable but now they can be key, especially for brands trying to introduce alternate products or share additional information," said Eric Heller, CEO of WPP's Amazon-focused agency Marketplace Ignition."Now that Amazon Advertising has really evolved, these pages are working above expectations for things like engagement.
"They're clearly trying to give out more information than we've ever seen before," said Alasdair McLean-Foreman, CEO of Teikametrics, which provides technology to optimize Amazon advertising for sellers. The feature is similar to Facebook Pages where brands can upload a video at the top of the page to get someone's attention.
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