Majority is not always the truth
đȘThey just removed one of the biggest advantages established sellers had, Google is connecting advertising, social content, and AI reporting more closely than ever, and more!
Howdy readers đ„°
In this newsletter, youâll find:
đȘAmazon levelled the playing field
đą Google Expands Ad Transparency And Measurement Tools
đ Ad of the Day
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Together with Billo
Half of the top UGC ads share 3 hook types. Most marketers skip all of them.
Billo analyzed every top-performing creator ad on the platform and tagged each one by hook type. The hooks most marketers default to - list formats, FOMO framing, comparison setups, and insider angles barely showed up at the top.
The three that won are in the full breakdown, with the exact lines those ads opened with.
Read it before your next round of creator ads.
đȘAmazon levelled the playing field
Most headlines about Amazonâs latest Buy Box update are missing the point.
Yes, Amazon is removing the seller eligibility gate that previously determined who could compete for the Featured Offer. The rollout begins in the EU and UK on July 20 before expanding globally through 2026.
Instead of deciding eligibility first, Amazon will evaluate all offers using a single ranking process, with seller performance becoming one factor among many rather than a pass-or-fail requirement.
For newer sellers, thatâs undeniably good news.
But it doesnât make winning the Buy Box any easier.
It simply means more sellers are now competing in the same race.
Thatâs a much bigger shift than most brands realize.
Previously, a newer account could spend months improving performance metrics just to become eligible. Now every qualifying offer gets evaluated from the start, making the difference between winning and losing increasingly dependent on the signals Amazon uses to predict customer satisfaction.
Hereâs where brands should focus first.
1. Fix customer complaints before they become competitive disadvantages. Seller performance still matters. Amazon has simply changed how it uses it. Open your Voice of the Customer dashboard and look for repeated complaints rather than isolated issues.
If buyers consistently mention misleading images, confusing sizing or damaged packaging, those are listing problems that will continue hurting competitiveness until theyâre fixed.
2. Build trust while everyone else is watching the announcement. New listings still need reviews to convert shoppers with confidence. Amazon Vine remains an option, but its updated pricing structure makes it harder to scale across large catalogs.
Another approach is Stack Influence, where creators purchase products through Amazon with their own money, use them naturally and leave genuine reviews if they choose. That helps brands generate authentic purchase activity instead of waiting months for review momentum to build. Brands that sign up within the next two weeks can also receive 10% off their first campaign. You can book a free demo call and get started today.
3. Read your reviews like customer research. Stop counting stars and start highlighting recurring phrases. The language customers naturally use often explains your product better than brand copy does. Those insights belong in your images, bullets and A+ Content because theyâre rooted in real buying experiences.
Amazon hasnât lowered the standard for winning the Featured Offer.
It has removed one of the biggest advantages established sellers had before the competition even started.
The sellers who benefit most wonât be the ones celebrating the announcement. Theyâll be the ones improving the signals Amazon still uses to decide who wins.
đą Google Expands Ad Transparency And Measurement Tools
Google announced a series of updates across Ads and Search Console, introducing AI disclosure labels, expanded YouTube campaign controls, and new reporting for social platform content.
The Breakdown:
More Control Over Video Ad Frequency - Google has expanded YouTube's reach and frequency controls to video campaign groups, allowing advertisers to manage exposure across multiple campaigns. Internal testing found that an average frequency of 2.7 weekly exposures delivered a 19% lift in ROI.
AI Labels Come To Google Ads - Google is introducing AI-generated content disclosures across Search, YouTube, and Discover. Ads created with Google's AI tools will be labeled automatically, while advertisers using third-party AI tools will need to disclose AI usage themselves.
Search Console Tracks Social Content - Google Search Console is rolling out platform properties, allowing creators to monitor how their Instagram, TikTok, X, and YouTube content performs in Google Search through dedicated performance, insights, and achievements reports.
Google is adding more transparency to AI-generated advertising while expanding campaign optimization and reporting tools, giving advertisers and creators more visibility into how their ads and social content perform across Google's ecosystem.
đ„ Ad of the Day
What Works:
Offer Dominates Instantly - The oversized â50% OFFâ creates immediate offer framing, while the Prime event badge and date reduce cognitive load by answering what, when and where within seconds.
Products Anchor Value - The clustered product lineup makes the discount feel tangible, while ingredient visuals reinforce haircare relevance and improve attention retention without distracting from the core promotional message.
Contrast Builds Urgency - The bright blue background, white typography and pink date bar create strong visual hierarchy, helping the creative stand out in-feed while keeping CTA clarity high.
Place the discount at the visual center, support it with a clear deadline, then surround it with recognizable products so shoppers instantly understand both urgency and value.
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