Starting October 2022, Food Products will be Restricted from Advertising on Amazon

As of 1st October 2022, many food brands will be restricted from promoting and advertising their products on Amazon. This is anticipated to change the entire playing field in this category.

Amazon has sent out an e-mail this week, stating that as of 1st October in line with the new regulations in the UK, less healthy products which are categorised HFSS (High Fat, Salt, Sugar) will no longer allowed to be promoted, advertised and will not appear on Amazon search results, unless a customer specifically searches for them.

This is still very unclear and we are looking forward to get more clarity on this.

What does this mean for you?

1. If you sell products in a restricted category – you need to provide Amazon with additional information to help them identify, whether your listings will be a subject to the newly imposed restricted or not.

2. If you are affected – it is still unclear what your limitations will be on the organic side (search suppressed unless the customer searches for you specifically) and what advertising limitations will be in place.

3. Value Promotions (Discounts, Buy one Get one Free) will only be restricted from October 2023 on Amazon.

What you should be doing in light of this?

– If you are not running PPC – Now is the time to run ads over the next 2 months in an effort to rank up on the most relevant keywords.

– If you are running ads – Tone up ad bids/budgets (smartly of course) in an effort to capture more market share and rank up keywords.

– Fund subscribe and save at 10%, as acquiring new customers on Amazon will become more difficult. 

– Consider running promotions/a sale to help convert more customers whilst you can still reach a wider audience. 

What can I do once these restrictions kick in?

– Consider developing additional flavours/variations that are compliant – You can then promote that ASIN and use it as a bait to your other products/storefront.

– Build relationships with social media influencers – having them drive traffic to your listings using coupon codes.

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