Neha Bhuchar, co-founder of Atom11 and former Amazon Advertising insider, shares Amazon Advertising secrets—revealing the game-changing concept of "retail-aware advertising" that integrates inventory, pricing, and search rank signals with advertising automation to maximize ROI.
Discover how Amazon's algorithms work, from the critical difference between click-through and conversion rates to strategic approaches for the newly democratized Amazon Marketing Cloud (AMC). Neha breaks down complex concepts into actionable strategies for sellers at every level, from optimizing audience targeting to balancing conversion improvements with cost efficiency.
The conversation explores 2024's pivotal changes to AMC access, practical thresholds for implementation, and bold predictions for the future of e-commerce advertising. Whether you're managing campaigns in-house or evaluating automation tools, this episode delivers a rare insider perspective on Amazon's advertising ecosystem and Atom11's transparent approach to helping sellers thrive in an increasingly AI-driven marketplace.
This is for Amazon sellers, e-commerce marketers, advertising strategists, and anyone looking to understand the future of retail advertising technology.
Episode Notes:
00:26 - Neha Bhuchar Introduction

00:20 - Neha’s Background and Atom11

06:00 - Retail Aware Advertising

07:25 - Dynamic Bidding & Audience Creation

10:39 - Amazon Marketing Cloud

13:36 - Audience Targeting Challenges

14:01 - Look-alike Audience

15:50 - Mainstream Adoption of AMC

26:45- Tariff and Amazon Ads

31:05 - Impact of AI on Ads
Related Post: Amazon PPC Services: A Guide to Boosting Sales and Choosing the Right Partner
How to Reach Neha:

LinkedIn: linkedin.com/in/nehabhuchar

Website: https://www.atom11.co/

Scott’s Links:

LinkedIn: linkedin.com/in/scott-needham-a8b39813

X: @itsScottNeedham

Instagram: @smartestseller

YouTube: www.youtube.com/@smartestamazonseller2371

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Blog: https://www.smartscout.com/blog