Helium 10 Buzz 9/14/22: Big Amazon Announcement | TikTok Advertising Increase | Sponsored Display Update
On September 14 2022 Helium 10 reported that Amazon added new homepage banner, search‑result and product‑page ad placements, introduced interest‑based and look‑alike targeting for Sponsored Display, and enabled multi‑image creatives with up to three CTA buttons. At the same time e‑commerce brands lifted TikTok ad spend by 60% QoQ, prompting sellers to rebalance budgets across channels.
Overview
On September 14, 2022 Helium 10 released its weekly “Buzz” briefing, spotlighting three pivotal shifts that directly affect Amazon merchants: a sharp climb in TikTok ad budgets, a fresh Amazon advertising feature, and a revamp of Sponsored Display capabilities. These updates reshape how sellers allocate media spend, reach shoppers, and fine‑tune campaign performance across the Amazon ecosystem.
Key Points
- TikTok spend jump — E‑commerce brands disclosed a 60 % rise in their TikTok advertising allocations versus the prior quarter.
- New Amazon ad inventory — Amazon rolled out additional placement options on product pages, search results, and the homepage to boost early‑stage visibility.
- Sponsored Display targeting upgrade — The program now includes interest‑based and look‑alike audience selections, expanding reach beyond pure retargeting.
- Creative format expansion — High‑resolution images and multiple call‑to‑action (CTA) buttons are now accepted in Sponsored Display ads.
- Enhanced reporting suite — Amazon’s analytics console now surfaces impression share, view‑through conversions, and audience overlap metrics for deeper insight.
What’s Changing
- Broader ad placement rollout — Amazon added banner slots on the homepage, searchable ad units on results pages, and dedicated spaces on product detail pages. Example: A cookware company can now run a full‑width banner on the Amazon homepage that routes shoppers straight to its bestseller listing.
- Interest‑based and look‑alike audience targeting — Sponsored Display now lets advertisers select shoppers whose browsing patterns match a defined interest set or who resemble existing customers. Example: A pet‑accessories seller can target users who recently purchased dog toys, even if those users have never visited the seller’s own catalog.
- Multi‑image and high‑resolution creatives — The ad format now supports a carousel of crisp images and up to three distinct CTA buttons. : A skincare brand can showcase a “Shop Now” button, a “Learn More” link, and a “Free Sample” prompt alongside a rotating set of product shots.
Analysis & Recommendations
Why This Matters
These new placements give sellers early‑stage visibility on high‑traffic Amazon pages, while interest‑based and look‑alike targeting expands reach beyond pure retargeting. Multi‑image ads with multiple CTA buttons and richer metrics let merchants fine‑tune creatives and bids, and the 60% TikTok spend surge encourages cross‑channel funnel building.
Key Takeaways
- Amazon rolled out new ad inventory on the homepage, search results, and product detail pages as of Sep 14 2022.
- Sponsored Display now supports interest‑based and look‑alike audience targeting.
- Creative formats can include multiple high‑resolution images and up to three CTA buttons.
- Helium 10 data shows e‑commerce brands increased TikTok ad budgets by 60% quarter‑over‑quarter.
Recommended Actions
- →In Seller Central > Advertising > Campaign Manager, create a Sponsored Display campaign and select the new interest‑based or look‑alike audience op...
- →Edit existing Sponsored Display ads in the Advertising console to use the carousel format with multiple high‑resolution images and add up to three ...
- →Reallocate 20% of the additional TikTok budget to the new Amazon placements; monitor performance via Advertising > Reports > Performance Dashboard.
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