Overview

Amazon has introduced three complimentary courses on its Learning Console to help sellers gear up for the holiday rush. The curriculum focuses on extracting value from advertising metrics, boosting brand visibility through Amazon‑owned tools, and designing profitable promotions. Sellers who act now can fine‑tune campaigns, enrich listings, and schedule deals before the busiest weeks hit.

Key Points

• Free triad of courses — Amazon now offers advertising, brand discoverability, and promotions training at no cost, accessible through the Learning Console.
• Data‑driven ad management — The advertising module teaches sellers to read ACoS, ROAS, and impression‑share reports and to shift bids in real time during traffic spikes.
• Brand Registry tools highlighted — The brand‑focused course walks participants through Brand Analytics, A+ Content, and Brand Stores, all of which require enrollment in Brand Registry.
• Deal profitability guidance — The promotions class details how to price Lightning Deals, set coupon budgets, and measure true return on promotional spend.
• Strategic timing emphasized — All three courses stress planning weeks ahead of Black Friday and Cyber Monday to allow testing and optimization.

How the Courses Work

1. Advertising Insights Module — Learners log into the Learning Console, watch a short video on Amazon’s advertising dashboard, then complete a hands‑on exercise that compares two mock campaigns: one that adjusts bids after a 20 % surge in impression share on Black Friday, and another that leaves bids static, illustrating the revenue gap.
2. Brand Discoverability Module – After confirming Brand Registry status, sellers follow a step‑by‑step guide to upload A+ Content featuring side‑by‑side product comparison charts. The module then shows a before‑and‑after snapshot of a listing’s conversion rate rising from 8 % to 11 % when the enhanced content goes live.
3. Promotions and Deals Module – Participants are given a template to plan a Lightning Deal for a $25‑priced item, set a discount of $5, and allocate a $1,000 coupon budget. The course walks through calculating the incremental sales needed to break even, then demonstrates how the same deal, when paired with a sponsored brand campaign, lifts click‑through rates by roughly 15 %.