#62 – Viele Änderungen für Amazon Händler in 2023
In 2023 Amazon added a “Logo‑above headline” Sponsored Brands template, introduced an Auto‑Adjust Bids option, expanded the top‑page carousel to eight slots, and launched a Conversion Lift metric in the advertising console. These changes let sellers boost brand visibility, capture peak‑time traffic, and measure ad‑driven sales versus organic growth.
Overview
In 2023 Amazon introduced a bundle of changes that touch Sponsored Brands ad layouts, bid automation, the size of the top‑of‑page carousel, mobile‑first product pages, a new relevance test that favors early sales velocity, and a fresh “conversion lift” metric in the advertising console. Sellers who adjust their campaigns and listings to these updates can safeguard their ad budgets, capture more prime‑time traffic, and see higher conversion rates on both desktop and mobile.
Key Points
- Sponsored Brands visual shift — The brand emblem now appears above the headline, so a vendor of kitchen tools sees the logo leading the ad before the product carousel, which can improve brand recall.
- Auto‑adjust bid feature — Amazon added an option that automatically raises bids for keywords that show strong conversion signals during high‑traffic windows such as the evening of Prime Day, allowing sellers to win more impressions when shoppers are most ready to buy.
- Top‑page carousel capacity increase — The primary carousel can now showcase up to eight Sponsored Brands items instead of six, giving a tea company the ability to display additional SKUs without incurring extra ad spend.
- Mobile “Buy Box” anchoring — On smartphones the “Add to Cart” button is pinned to the bottom of the screen, meaning a buyer scrolling through a yoga‑mat listing can add the product without having to scroll back up, which reduces friction for mobile‑centric shoppers.
- Relevance algorithm test — Amazon is trialing a ranking model that gives greater weight to recent sales velocity, so a newly launched Bluetooth speaker can climb higher in search results if it generates early sales momentum.
- Conversion lift reporting — The advertising dashboard now includes a metric that isolates the sales lift attributable to ads versus organic traffic for the same SKU, giving sellers a clearer picture of true return on ad spend.
How the Updates Work
- Sponsored Brands redesign — When launching a Sponsored Brands campaign, sellers choose the “Logo‑above headline” template; the ad then renders with the brand logo at the top, followed by a headline and up to three product images. For instance, a pet‑accessories brand uploads a high‑resolution paw‑print logo and a concise tagline, resulting in the logo being the first visual element shoppers see, which can boost brand awareness.
Analysis & Recommendations
Why This Matters
Placing the logo first improves brand recall, while the eight‑item carousel adds two extra SKUs per search without extra CPC. Auto‑Adjust Bids can raise bids ~15% during high‑intent windows, and the new Conversion Lift metric quantifies the exact sales lift from ads, enabling smarter budget allocation.
Key Takeaways
- Sponsored Brands now uses a “Logo‑above headline” template, moving the brand emblem to the top of the ad.
- Auto‑Adjust Bids can automatically increase bids for keywords that exceed a seller‑defined conversion threshold, e.g., a 15% bid rise during peak p...
- Top‑page carousel capacity grew from six to eight Sponsored Brands slots, allowing two additional SKUs per search.
- The advertising console’s Conversion Lift report isolates the percentage sales increase attributable to ads versus organic traffic.
Recommended Actions
- →In Seller Central, go to Advertising > Campaigns, edit each Sponsored Brands campaign and select the ‘Logo‑above headline’ template.
- →Enable Auto‑Adjust Bids in the campaign settings and set a conversion‑rate threshold (e.g., 7%) to let Amazon raise bids automatically.
- →Open Advertising > Performance Insights, turn on the ‘Conversion Lift’ view and review the lift percentage weekly to reallocate budget.
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