In June 2022, Amazon launched an innovative tool: Amazon Marketing Stream , designed to provide near real-time advertising campaign performance reports.
This service makes a significant difference for sellers and suppliers, as it allows access to detailed hourly data, something that was not previously possible with Amazon's traditional advertising APIs.
Index
What is Amazon Marketing Stream?
Amazon Marketing Stream is an API that provides continuous, real-time performance data for Amazon advertising campaigns .
Unlike the traditional method of obtaining data through specific requests, this new API uses a "push"-based approach, where Amazon automatically sends the data every hour.
In this way, advertisers can react quickly to changes in their campaigns and optimize their strategies more effectively.
Data available in Amazon Marketing Stream
Amazon Marketing Stream offers three main data sets:
Sponsored Product Traffic (sp-traffic)
This dataset provides information on clicks, impressions, and costs related to sponsored product campaigns. Each hour, you will receive data on:
- Clicks on the ad.
- Ad impressions.
- Total cost of all clicks in the corresponding currency.
Sponsored product conversion (sp-conversion)
This data focuses on the conversion rate of sponsored product campaigns and includes details such as:
- Number of conversions within 1/7/14/30 days of a click on the ad.
- Total sales value within 1/7/14/30 days of a click on the ad.
- Total number of units ordered within 1/7/14/30 days of one click on the ad.
Budget Usage
It provides information on the budget status for sponsored product, sponsored display, and sponsored brand campaigns. Sellers and vendors receive notifications when budget usage increases by 5%.
Benefits of Amazon Marketing Stream
Amazon Marketing Stream benefits you in the following ways:
Easy access to Amazon advertising data
Amazon Marketing Stream makes it easier to access detailed campaign performance data. Previously, advertisers had to make multiple calls to the Amazon Advertising API to get up-to-date information, which was a tedious process. With the new API, data is automatically aggregated and sent every hour, greatly simplifying the process.
Dayparting strategies
One of the biggest advantages of Amazon Marketing Stream is the ability to implement dayparting strategies. This technique allows advertisers to adjust their campaigns to specific times of day to maximize efficiency.
For example, if a campaign generates more sales with a low CPC on weekends between 10:00 am and 3:00 pm, you can increase bids during those hours to optimize the conversion rate.
Quick response to changes in campaigns
With real-time information, you can monitor your campaign performance and quickly adjust your budget and bids as needed. This is especially useful on high-traffic days, such as Amazon Prime Day. The ability to react quickly allows you to keep your campaigns within budget and maximize your return on investment.
Conclusion
The introduction of Amazon Marketing Stream represents a significant advancement for sellers and vendors on Amazon. The ability to receive detailed hourly data allows for more precise and effective adjustments to advertising strategies. This not only helps identify critical times of day for conversion but also ensures that campaigns stay within budget and are as efficient as possible.
