Companion: Blue Wheel’s Answer to Achieving Scalable Amazon Growth


Why eCommerce brands are embracing Amazon

Did you know? There are over 300 million Amazon users, and it’s estimated that 80 million Americans are Amazon Prime members.

Unlike other ad platforms, advertising on Amazon provides unique insights for e-commerce businesses into what people are actually buying.

Similar to Google, advertisers who are looking to get more visibility on their products can bid on keywords that will drive up their rankings on Amazon SERPs. This is just one example of the many ways e-commerce businesses utilize Amazon to drive more sales.

How Blue Wheel is helping Amazon clients drive more sales

Companion is our proprietary, world-class Amazon Advertising tool, designed with Search Term Isolation at its core. We developed Companion to power our strategic approach and complement our Amazon advertising services.

What is Search Term Isolation?

Search Term Isolation is an advanced bidding philosophy on Amazon. At its simplest, Search Term Isolation bids on Amazon search terms that convert while negating search terms that don’t — so you only put money towards the best keywords with the best bids.

Companion Updates from 2021 through Q3 22:

Over the past two years, we’ve been working to roll out some fantastic features to further our success with Search Term Isolation and to make the cart cha-ching for our clients.

1. Companion Client Reporting Portal

Having the most current data is vital for a thriving eCommerce business. We understand this concern and developed our very own Client Portal. The Client Portal allows you to get the latest information on all the marketing initiatives and campaigns we’ve launched. You can see current and past performance data while comparing different date ranges.

2. Target Monitoring

Monitoring is a feature we added to help awaken dormant or slow-moving targets through a multi-stage process. This ensures no revenue is left on the table for a potentially converting target (keyword, ASIN target, auto-target).

3. Seller Partner Integration

We also added a new API integration, the Seller Partner API. Advertising is only one part of a successful Amazon strategy, with Seller Central making up the other part of the formula.

With this new integration, Companion can calculate TACoS, ASIN level sales data, and lay the groundwork for future improvements. Some of these future add-ons would include inventory integration and metric reporting on buy box percent and sales rank.

4. ASIN Harvesting

Enabled ASINs will be harvested within Companion, extending our Search Term Isolation capabilities from keywords to ASIN targets. They not only protect your brand detail pages from competitors but also help outperform competing products.

5. vCPM Campaign Support

We have added support for vCPM (cost for 1,000 viewable impressions), which helps lay the groundwork for Sponsored Display campaigns to live inside Companion. Given the fast development rate of advertising features, keeping on top of cutting-edge features is always a challenge. By being an early adopter, we ensure we will be leading ahead of our competitors and taking advantage of low ad inventory prices while others catch up.

6. Inventory Integration

Companion doesn’t exist in a vacuum, as advertising never happens in one. A complete integration of inventory levels allows Companion to make decisions based on the context of inventory levels throughout merchants fulfilled (products sent from a merchant’s facilities) and Fulfillment by Amazon (Amazon ships on behalf of merchant).

Companion Roadmap: What Amazon Clients Can Expect in the Near Future

Amazon Marketing Stream

We want to deliver better business data. That’s one of the guiding principles Companion uses and is the reasoning behind adding Amazon Marketing Stream to our roadmap.

Amazon Marketing Stream is a new API for receiving updates for Sponsored Products that rolled out of beta in mid-2022. This will enable Companion to pull in traffic and conversion updates in near time while matching the minimal delay set by the Ad Console. This is just one of the many features Amazon Marketing Stream will enable as we innovate within this new space and continue to create value.

We strive to make Companion become the best Amazon advertising tool in the world, and we’re looking forward to what the future holds.

What if I’m not on Amazon?

If you’re not currently on Amazon, you may be wondering if this channel is right for you.

If you’re selling a physical product that can be purchased online, then getting on Amazon is a no-brainer. Plus, launching your products on the paid network will also boost your organic rankings as well, allowing you to potentially cash in via several pathways.

If you’d like to talk to an expert about exploring Amazon, simply fill in the form below.

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