Brands need to leverage machine learning to get recommended by Amazon

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 04, 2019, 4:08 PM UTC

Amazon’s recommendation engine generates 35% of the tech giant’s revenue.

This piece states that marketers and advertisers need to optimise the visibility of their brands’ products in Amazon’s digital shelf to be featured by the company’s recommendation engine. Due to Amazon’s “opaque environment” and its own slew of private label brands, it is tough for brands to win recommendations from the e-commerce platform.

The author recommends brands should take a more data-driven approach towards this. Marketers should describe their products with keywords that are influenced by people’s searches and Amazon’s recommendation strategies.

Using technologies like artificial intelligence and machine learning can help brands understand data points created across millions of products on Amazon’s digital shelves. Bobby Figueroa, founder and CEO of says “Brands need to have the support of sophisticated machine learning platforms that can talk back to Amazon’s systems to negotiate in real-time on the brand’s behalf."

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