Shulou(Shulou.com)11/24 Report--

On September 15, according to foreign media Techcrunch, Amazon announced a new feature of intelligent voice assistant Alexa-Customers Ask Alexa at the annual seller's conference Amazon Accelerate today. This new feature allows Alexa to answer users' questions with advertisements for sponsored products.

When users ask common questions, such as "how do I clean pet hair on a carpet?" Alexa may recommend a dust collector for you. "how can I eliminate the smell of soil stains?" Alexa may recommend air fresheners for you.

Amazon explained in its blog that registered brands on Amazon can use the Customers Ask Alexa function through the seller Center, where they can use self-help tools to find and answer users' frequently asked questions.

The functional interface of ▲ seller center

Amazon said that all answers submitted by brands will be subject to content review and quality inspection. The feature will be launched in October 2022 and will initially be used on a small scale using the invitation system, and is expected to be rolled out on a large scale in the United States in 2023.

First, Amazon has frequent marketing actions, and Alexa becomes a "marketing assistant"? Amazon is increasingly using Alexa for advertising marketing, and people find Alexa more and more boring.

In 2021, Amazon's Amazon Music launched interactive audio ads and allowed customers to add advertised items to their Amazon shopping carts by saying "Alexa, add to the cart."

▲ Amazon Alexa

Recently, Amazon has also begun to work with some brands to display product promotions in the form of still images on the smart speaker Amazon Echo, which takes turns scrolling with weather, recipes, sports, news and other content in the "ambient use" function.

It follows reports that Amazon and third-party services collect voice data from customers' interactions with Alexa through speakers, televisions and other devices and share it with 41 advertising partners, according to a report released in April. But an Amazon spokesman denied the news.

Second, advertising voice assistant + promote email, Amazon marketing may be counterproductive also for advertising marketing purposes, in addition to Customers Ask Alexa, Amazon also announced another feature at the annual seller conference Amazon Accelerate-Tailored Audiences. The Tailored Audiences feature allows registered brands on Amazon to send marketing emails directly to customers.

Bloomberg commented on the matter that it could be counterproductive, especially when these marketing emails are used in conjunction with Alexa ads, and customers may resent the products being promoted.

▲ Amazon Echo

Foreign media Techcrunch said that through this unpopular product placement, Alexa can not effectively drive sales in the Amazon market. It is estimated that at least tens of millions of Alexa users around the world do not shop through voice assistants. According to eMarketer, only 10.8 per cent of customers made online purchases through Alexa in 2020.

Conclusion: two new features help Amazon market Amazon's annual sellers conference (Amazon Accelerate conference) is one of Amazon's important events, which aims to help small-scale third-party sellers better sell digitally.

Jeff Wilke, CEO of Amazon's global consumers, said that during COVID-19 's time, more than 1800 merchants participated in the accelerated conference. Third-party sellers account for about 60% of Amazon's physical sales, according to Amazon.

Amazon's two new features, Customers Ask Alexa and Tailored Audiences, may help third-party brands promote their products, but we don't know whether this will be counterproductive.

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