marinsoftware.com Product Feeds Unleashed: Automating Your Ad Campaigns 12 Amazon: The New Advertising Kid on the Block Amazon is an exciting new advertising channel, the “marketplace of marketplaces” with over 100 million Prime users globally and a place where many people start their product search. When managing product feeds on Amazon, there are a few common issues to keep in mind. Unlisted Products One of the most frequent Amazon advertising roadblocks is an error that disallows you from listing a product. Although this isn’t necessarily a showstopper, it does mean that some of your products not only won’t be listed, but also won’t be advertised. With Marin, you gain an automated error resolution dashboard that allows you to easily pull errors into Feedonomics. By way of an easy-to-use interface, you can select from options that allow you to either use Amazon’s suggested value to fix the error, override it with your own information, or skip the error altogether. As depicted in the example above, one of the most common errors is non-matching brand values. For example, Nike might list itself as ‘Nike, LLC’, but Amazon expects ‘Nike’. Similarly, a color might be off—you might specify ‘Navy’ while Amazon’s expected value is ‘blue’. You can set up overrides to immediately update, resolve errors, and get your products listed. This is something that most other feed platforms completely ignore. By building this directly into Marin, you can immediately resolve issues that often result in 10 to 30 percent of your products not being eligible for listing or advertising. The Amazon Parent-Child Hierarchy Another hurdle to overcome with Amazon advertising is parent-child relationships. If you’re already running a product feed on Amazon, you know that it’s a bit different than Google’s structure. While Google doesn’t require you to submit a parent-level row, Amazon does. This can get tricky, because most eCommerce platforms like Shopify or BigCommerce can’t natively pull parent-level rows out.