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Amazon to Merge Ads to Single Console

23 Mar 2020

Amazon have announced that Seller Central campaign management and Stores will be moving to Amazon Advertising console in the coming weeks and months. Up to now, Sellers created and managed search campaigns and built Stores via their seller account which sat outside of the AMS (Amazon Marketing Services) login which powers Vendor Central campaigns and Stores. In a note to Sellers from Amazon:

Over the past 12 months, Amazon have released multiple updates to campaign management and Stores with the introduction of shoppable buttons on stores and a refresh of the UI to merge Seller and Vendor views. Tools for Enhanced Brand Content and A+ have also merged into the A+ standardisation and process supporting the unconfirmed notion that Amazon may in time bring the Seller and Vendor platforms into one.

In another blog post we discussed the impact of Amazon search and how brands should consider going beyond ACoS (Advertising Cost of Sale). Working with our partners, we have developed a complementary data set within our proprietary platform Ignite to provide sales attribution by i) Organic Sales, driven by brand awareness and SEO, ii) Advertising Sales directly from paid advertising or iii) sales as a result of merchandising promotions such as vouchers. A complete view enables a brand to go beyond ACoS and review ACoTS (Advertising Cost of Total Sales).

If you would like to review Amazon channel setup, advertising campaigns, reporting or discuss how to more effectively apply and measure investment to deliver strong sales our team is here to help: team@acorn-i.com


Ignite reporting UI displaying total sales broken down by Advertising, Voucher/Promotions, Organic attributed conversions.

Ignite reporting UI displaying total sales broken down by Advertising, Voucher/Promotions, Organic attributed conversions.

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