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Sellers gathered at Amazon’s annual Accelerate conference on Sept. 14-15 got a look at a host of new features designed to help increase sales and improve operations.
Following the rollout of new marketing tools to begin the conference, Amazon debuted analytics and delivery capabilities on the backend of the event.
“We’re focused on supporting sellers as they work to build and grow their business,” said Benjamin Hartman, vice president of Amazon North America Selling Partner Services, at the conference. “The tools we’re announcing today are a direct result of seller feedback and target every step of their Amazon sales funnel, from new customer acquisition to increased lifetime value.”
Here’s a look at the new tools:
Veeqo: Free shipping software
Following the acquisition of Veeqo earlier this year, Amazon launched a new version of this tool that provides free multichannel shipping software to third-party sellers. Veeqo’s capabilities include:
- Connect sales channels: Sellers can use this to connect Amazon, eBay, Etsy, and Shopify, and access discounted rates on UPS, U.S. Postal Service, DHL, and FedEx.
- Rate shopping: This feature imports seller orders and automatically finds the lowest available shipping rate based on size and weight.
- Automation: Sellers can bulk ship up to 100 orders, and send automated tracking emails.
Amazon plans to soon launch features for this software including:
- Inventory sync across Amazon, eBay, Etsy, and Shopify.
- Track and Purchase Inventory across locations, manage bundles and email purchase orders to suppliers.
- Digital picking for orders using the Veeqo scanner and mobile app.
- Reporting and Forecasting that helps sellers make stock decisions using inventory performance, historical stock and financial information.
Manage Your Experiments
Brands can use this tool to run A/B tests on titles, main images, and A+ content in a product detail page to see what performs best. With new updates, brands can also A/B test bullet points and descriptions, and review machine learning-based recommendations for product images and titles. A/B tests can also be automated with a tool that auto-publishes successful experiments.
Search Analytics Dashboard
Launched in early 2022, this tool now has an insights dashboard that provides sellers with anonymized data to better understand customers’ interests and shopping habits. This includes the ability to download search query and catalog performance data, as well as ASIN-level details.
“This new capability enables brands to easily assess marketing campaigns to identify areas to drive repeat purchases and acquire new customers—either directly from within Amazon’s tools or by combining Amazon data with the seller’s own business data,” Amazon writes.
Product Opportunity Explorer
Introduced in beta in 2021, this tool allows sellers to gauge whether a new product will gain traction, and forecast its sales potential. Amazon has added a feature called Customer Reviews Insight, which helps sellers use feedback from reviews and ratings as they determine which features to build and upgrade for new products.
Marketplace Product Guidance
First announced in 2021, this tool has now been upgraded to include a feature that will show US sellers which products are likely to be in high demand in France, Italy, and Spain. Recommendations are personalized and ranked based on a calculation by machine learning models.
Trending in Operations
Amazon partnered with Hexa to provide access to a platform that creates lifelike digital images.
Amazon sellers will be able to offer a variety of 3D visualizations on product pages through a new set of immersive tools that are debuting on Tuesday.
Through an expanded partnership with Hexa, Amazon is providing access to a workflow that allows sellers to create 3D assets and display the following:
- 3D images
- 360 viewing
- Virtual try-on
- Augmented reality content
- High-definition marketing materials, including packshots and lifestyle images through AWS Thinkbox.
Selllers don't need prior experience with 3D or virtual reality to use the system, according to Hexa. Amazon selling partners can upload their Amazon Standard Identification Number (ASIN) into Hexa’s content management system. Then, the system will automatically convert an image into a 3D model with AR compatibility. Amazon can then animate the images with 360-degree viewing and augmented reality, which renders digital imagery over a physical space.
Hexa’s platform uses AI to create digital twins of physical objects, including consumer goods. Over the last 24 months, Hexa worked alongside the spatial computing team at Amazon Web Services (AWS) and the imaging team at Amazon.com to build the infrastructure that provides 3D assets for the thousands of sellers that work with Amazon.
“Working with Amazon has opened up a whole new distribution channel for our partners,” said Gavin Goodvach, Hexa’s Vice President of Partnerships.
Hexa’s platform is designed to create lifelike renderings that can explored in 3D, or overlaid into photos of the physical world. It allows assets from any category to be created, ranging from furniture to jewelry to apparel.
A Hexa 3D rendering (Courtesy photo)
The result is a system that allows sellers to provide a new level of personalization, said Hexa CEO Yehiel Atias. Consumers will have new opportunity see a product in a space, or what it looks like on their person.
Additionally, merchants can leverage these tools to optimize the entire funnel of a purchase. Advanced imagery allows more people to view and engage with a product during the initial shopping experience. Following the purchase, consumers who have gotten a better look at a product from all angles will be more likely to have confidence that the product matches their needs. In turn, this can reduce return rates.
While Amazon has previously introduced virtual try-on and augmented reality tools, this partnership aims to expand these capabilities beyond the name brands that often have 1P relationships with Amazon. Third-party sellers are an increasingly formidable segment of Amazon’s business, as they account for 60% of sales on the marketplace. Now, these sellers are being equipped with tools that enhance the shopping experience for everyone.
A video displaying the new capabilities is below. Amazon sellers can learn more about the platform here.
Hexa & Amazon - 3D Production Powerhousewww.youtube.com