Get to know Whitney Lupter Marketplace Growth Lead at Acquisit

Can you tell us a little about your background and how you became an Amazon & Marketplace Advertising Expert?

My academic background is in e-commerce and international business. During my studies, I realized the vastness of the field and the need to specialize. With the rapid pace of change in the industry, I gravitated toward digital marketing, but I wasn’t sure where to focus. After completing my MBA, I moved to Europe to join a global agency specializing in all things Amazon. I’ve always been interested in the intersection of technology and marketing, and that’s what led me to continue. I’ve mostly worked with Amazon but also with other marketplaces such as CDiscount, FNAC, and Noon.

Over the past five years, I have worked with a diverse set of clients across various industries, gaining valuable knowledge and growth. I’m thrilled to share my experience with others.

How do you approach creating an Amazon advertising Strategy for a new client?

To develop an effective strategy, I prioritize understanding the client’s objectives and their product’s stage in the lifecycle. Additionally, I assess their retail readiness, such as whether their product detail pages are optimized and advertising-ready.

High-quality content is essential to advertising success, and I set realistic expectations with clients regarding the importance of collaboration, patience, and great content. Especially on Amazon, great product detail pages are a prerequisite to good advertising.

Once the content is satisfactory, we determine budgets and create a plan, using Amazon’s advertising tools. This includes sponsored product campaigns, sponsored brands, and sponsored display, in combination with promotional activities throughout the year.

Our approach is tailored to each client’s objectives. As an agency, we use sophisticated tools to monitor, optimize, and organize campaigns, which provides valuable insights and enables us to make data-driven decisions and adapt campaigns as needed.

Would it be the same thing for a Noon advertising strategy too? What’s important to have in mind when advertising on Noon versus Amazon?

Firstly, Noon only launched advertising very recently, so the approach to advertising on Noon will tend to be less sophisticated than advertising on Amazon ads. However, the basic principles still apply, starting with defining the objectives and assessing the retail readiness of product detail pages.

Currently, sponsored products are the only type of ads available on Noon, and creating content requires more manual work than on Amazon.

To ensure success on Noon, it is essential to work closely with an Account Manager who can provide support on promotional banners and A+ content creation, as these services are not yet available as self-service options.

The beauty of Amazon advertising is that it’s always going to be customer-centric. So even though I don’t know what they have in store for us advertisers, I’m absolutely sure it’ll be about better understanding the customer’s journey and better catering to their needs.

Whitney Lupter, Amazon Growth Lead, Acquisit

What are some common mistakes you see businesses make when it comes to Amazon advertising?

One of the biggest mistakes clients make is wanting to advertise products that are not retail ready. When I see non-optimized product detail pages and poor branding, it’s a red flag that they’re not ready for advertising. I would never advise starting an advertising campaign without first ensuring that the product detail pages are optimized, as this will lead to wasted money and poor results.

Even if the ads generate clicks, customers will leave the page without converting if they can’t find the information they need. This is especially true on Amazon, where competition is fierce.

Another common mistake is not being brand registered. If you’re not registered, you’ll have limited access to campaign types, and won’t be able to run sponsored brand campaigns or build A+ content and Brand Stores. It’s important to be brand registered if you want to maximize your advertising potential on Amazon.

How do you stay up to date with changes in Amazon advertising policies and algorithms?

To stay up to date with the latest trends and developments in Amazon advertising, attending Amazon webinars and events is crucial. As verified Amazon partners, we prioritize attending these events to learn about Amazon’s advertising efforts and network with peers and clients.

Recently, Timothee and I attended an event hosted by Amazon, which provided valuable insights into the platform. In addition to events, LinkedIn is also an excellent source of information and inspiration for advertisers.

How do you see the future of Amazon advertising evolving in the next few years?

The beauty of Amazon advertising is that it’s always going to be customer-centric. So even though I don’t know what they have in store for us advertisers, I’m absolutely sure it’ll be about better understanding the customer’s journey and better catering to their needs.

Of course, we already have some areas to explore and master like AMC for example, and with AI trending now, I can only be sure this will bring an even more powerful impulse to advertising solutions.