Neha Bhuchar, co-founder of Atom11 and former Amazon Advertising insider, shares Amazon Advertising secrets—revealing the game-changing concept of "retail-aware advertising" that integrates inventory, pricing, and search rank signals with advertising automation to maximize ROI. Discover how Amazon's algorithms work, from the critical difference between click-through and conversion rates to strategic approaches for the newly democratized Amazon Marketing Cloud (AMC). Neha breaks down complex concepts into actionable strategies for sellers at every level, from optimizing audience targeting to balancing conversion improvements with cost efficiency. The conversation explores 2024's pivotal changes to AMC access, practical thresholds for implementation, and bold predictions for the future of e-commerce advertising. Whether you're managing campaigns in-house or evaluating automation tools, this episode delivers a rare insider perspective on Amazon's advertising ecosystem and Atom11's transparent approach to helping sellers thrive in an increasingly AI-driven marketplace. This is for Amazon sellers, e-commerce marketers, advertising strategists, and anyone looking to understand the future of retail advertising technology.
Episode Notes:
00:26 - Neha Bhuchar Introduction
00:20 - Neha’s Background and Atom11
06:00 - Retail Aware Advertising
07:25 - Dynamic Bidding & Audience Creation
10:39 - Amazon Marketing Cloud
13:36 - Audience Targeting Challenges
14:01 - Look-alike Audience
15:50 - Mainstream Adoption of AMC
26:45- Tariff and Amazon Ads
31:05 - Impact of AI on Ads
Related Post: Amazon PPC Services: A Guide to Boosting Sales and Choosing the Right Partner
How to Reach Neha:
LinkedIn: linkedin.com/in/nehabhuchar
Website: https://www.atom11.co/
Scott’s Links:
LinkedIn: linkedin.com/in/scott-needham-a8b39813
Instagram: @smartestseller
YouTube: www.youtube.com/@smartestamazonseller2371
Newsletter: https://www.smartscout.com/newsletter-sign-up
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
Two Guys, Five Rings: Matt, Bowen & The Olympics
Two Guys (Bowen Yang and Matt Rogers). Five Rings (you know, from the Olympics logo). One essential podcast for the 2026 Milan-Cortina Winter Olympics. Bowen Yang (SNL, Wicked) and Matt Rogers (Palm Royale, No Good Deed) of Las Culturistas are back for a second season of Two Guys, Five Rings, a collaboration with NBC Sports and iHeartRadio. In this 15-episode event, Bowen and Matt discuss the top storylines, obsess over Italian culture, and find out what really goes on in the Olympic Village.