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

1. 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.
2. Creative‑asset placement — The updated format supports carousel images and short video snippets, enabling richer storytelling.