Helium 10 Buzz 7/13/22: Prime Day Results. Sponsored Display Update. Amazon Posts. Variation Sales Strategy
On July 13, 2022 Helium 10 reported Amazon added three new Sponsored Display audience types—View‑through, Purchase‑based, and Interest‑based—and expanded ad placements to the mobile app home feed and Shop the Look carousel. The update also introduced Amazon Posts on product detail pages and showed that sellers pairing lightning‑deal discounts with Sponsored Display saw higher post‑Prime Day revenue.
Overview
On July 13, 2022 Helium 10 released its weekly “Buzz” briefing, dissecting the outcomes of Prime Day and unveiling several Amazon platform updates. The episode highlighted a refreshed Sponsored Display advertising suite, the expanding role of Amazon Posts, and a sales approach that leans on product‑variation listings. Sellers who want to keep the Prime Day surge alive and stay ahead of Amazon’s advertising and storefront changes will find actionable guidance throughout the discussion.
Key Points
- Prime Day sales snapshot — Sellers who paired time‑limited lightning‑deal discounts with Sponsored Display ads saw a measurable lift in post‑event revenue, whereas those that relied solely on organic traffic experienced flatter follow‑up sales.
- Sponsored Display revamp — Amazon introduced three new audience‑targeting categories—“View‑through,” “Purchase‑based,” and “Interest‑based”—allowing advertisers to reach shoppers who have previously viewed a product page, made a related purchase, or expressed a broader interest.
- Amazon Posts expansion — The feature now lets brand owners publish short, image‑first posts directly on a product’s detail page, creating a scrollable feed that mimics a social‑media timeline and boosts brand visibility without additional fees.
- Variation‑centric selling — Grouping related SKUs under a single parent listing and sharing inventory, reviews, and images can raise overall conversion rates, especially when variations are complementary (e.g., color or scent options).
- Retail‑arbitrage tip from Lem Turner — Implementing a disciplined scanning routine combined with real‑time profit‑margin calculations helps arbitrage sellers protect margins amid rapid price swings.
How the Sponsored Display Update Works
- Audience‑type selection — Advertisers pick one of the three new audience groups. Example: A kitchen‑tool vendor selects the “Purchase‑based” segment to target shoppers who bought a food‑processor within the last 30 days.
- Creative‑asset placement — The updated format supports carousel images and short video snippets, enabling richer storytelling.
Analysis & Recommendations
Why This Matters
The new audience groups let advertisers target shoppers who have viewed a product, made related purchases, or shown interest, which Helium 10 data showed can boost conversion rates (e.g., 1.8× higher for Purchase‑based). Expanded placements on the app and Shop the Look increase reach, while Amazon Posts gives brands a fee‑free, scrollable feed to drive engagement and sales.
Key Takeaways
- Three new Sponsored Display audience categories—View‑through, Purchase‑based, Interest‑based—were launched on July 13 2022.
- Sponsored Display ads now appear on the Amazon mobile app home feed and the Shop the Look carousel.
- Amazon Posts provides a scrollable, image‑first feed on product detail pages without additional fees.
- Sellers who combined lightning‑deal discounts with Sponsored Display saw measurable post‑Prime Day revenue lift versus organic‑only sellers.
Recommended Actions
- →In Seller Central > Advertising > Sponsored Display, create a new campaign and select the ‘Purchase‑based’ audience to target shoppers who bought r...
- →Go to Brand Registry > Amazon Posts and publish a weekly image‑first post on each parent ASIN’s detail page, linking directly to the product.
- →Consolidate similar SKUs under a single parent ASIN via Inventory > Manage Inventory > Edit > Add Variation, then enable shared reviews and invento...
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