In the ever-evolving landscape of Amazon advertising, Aaron Mizrahi, Director of Amazon at Hero Cosmetics, sheds light on the untapped potential and best practices for brands looking to capitalize on Amazon’s robust marketing capabilities.
In this exclusive interview with Sanaz Limouee, Director of Sales at Skai, Aaron offers insight into Amazon’s unique insights and how he approaches Amazon as a direct-to-consumer (D2C) brand.
Aaron’s advice: focus on the treasure trove of data that Amazon offers
Hero Cosmetics is known for its innovative approach to health and beauty, and Aaron’s role is instrumental in scaling the brand’s Amazon presence. He stresses the importance for retail marketers to have a comprehensive understanding of Amazon’s expansive marketing tools. “And you start to understand all of the different data points, the metrics that Amazon has been housing, that can then be tapped into in their clean room. So, the best practice on how brands are leveraging that today is first, understanding what is possible, understanding what type of queries can actually be made – whether from the brand itself, or via some guidance to their agency or software partner,” says Mizrahi.
Aaron especially emphasized that brands could harness the Amazon Marketing Cloud (AMC) to uncover valuable insights into consumer behavior. Understanding what is possible with the Amazon Marketing Cloud allows brands to tailor their strategies more effectively, from the metrics they track to the types of queries they run.
Aaron introduced some of the advanced metrics brands can glean from AMC: “One of my favorite that I’ve seen brands leverage today is really the first touch and the last touch. So all the way down from the point of purchase, right? How did they get there? Beforehand AMC, you couldn’t do that. But now, with some of the advanced queries you can do, it’s in the clean room.”
This offers a more granular look at how consumers engage with a brand from the initial interaction to the final purchase. “You can now understand the efficacy and impact of each of your Amazon ad campaigns all the way to the bottom of your traditional funnel,” he shared.
Amazon vs. direct-to-consumer website?
When questioned about the impact of media driving to Amazon versus a brand’s website, Aaron advised considering the brand’s goals. “If you’re looking to drive awareness towards a specific campaign or exclusive product, a Direct-to-Consumer (DTC) site may be your best option,” he said.
On the other hand, if the primary goal is sales, Amazon might be a more suitable channel. “There’s a middle ground, and brands should understand that before allocating their budget,” Aaron added.
As the interview drew to a close, Aaron’s insights served as a roadmap for brands looking to navigate the complex but rewarding world of Amazon marketing. Brands can maximize their success by understanding both the data-driven tools at their disposal and their own broader goals, whether they relate to sales, consumer engagement, or awareness.
Our sincere gratitude goes to both Aaron and Sanaz for their enriching and educational conversation. For brands eager to scale their Amazon marketing efforts, Aaron’s wisdom and Hero Cosmetics’ pioneering approach are undoubtedly valuable assets. We are keenly awaiting future insights and revelations from these industry leaders.