With El Buen Fin a month away, Mexican e-commerce retailers turn to booming Amazon Ads as a boost for sales conversions

This year’s El Buen Fin in Mexico looks set to be a red-letter day for Amazon Ads, as the world’s largest e-commerce retailer reports growing digital ad spending while continuing to make significant inroads into the Mexican e-commerce market. In fact, a recent study shows that people take to Amazon to begin their search for shopping more often than to search engines.

“This notable rise in Amazon Ad spending will no doubt be replicated in Mexico’s booming e-commerce market,” comments Max Zagrebin, CEO of Sellesta, AI-powered suite of ecommerce tools  that help businesses enhance their online sales and customer experience. “Somewhat of a late-starter compared to the likes of the US and China, Latin American e-commerce is fast becoming one of the most dynamic markets on the planet, and Mexico is no exception. According to Statista, the country’s e-commerce market is projected to reach US$37.81bn in revenue in 2023, with an annual growth rate (CAGR) of 12.93%, and a projected market volume of US$61.50bn by 2027. As the market continues to grow and become more diversified, we’re also likely to see a significant growth of Mexican retailers looking to utilise Amazon Ads in their e-commerce strategy.”

However, according to the latest research conducted by Sellesta, e-commerce retailers face a number of challenges when selling via Amazon, from generating product and brand visibility to increased competition. This is why Zagrebin has recently launched Sellesta Amazon Ads as a solution to help Mexican retailers maximise their investment in this growing marketplace, both on El Buen Fin and beyond. 

“Our own recent survey found that 86% of e-commerce managers in Mexico now face competition from a significant number of rival brands ¹, inspiring the launch of our new tool tailor-made for success using Amazon Ads,” he says. “Not only that, but the top concern among Mexican online retailers is generating sufficient product and campaign awareness, something that will only be felt more acutely come El Buen Fin.” ²

“This El Buen Fin, we’ll see millions of Mexican consumers browsing Amazon and trying to choose the perfect product from an increasingly crowded field.” Zagrebin continues: “So how can you make sure they click on yours? The solution that we’ve found is to use the power of AI to do all of the hard work for you.”

Sellesta’s new service offers full cycle ads campaign management, across all aspects of Amazon Ads strategy, from research and planning to execution and optimization. Kirill Nepomnyashchiy, Sellesta country manager in Latam, reports that partnering with Sellesta Amazon Ads has improved clients’ Advertising Cost of Sales (ACoS) by 45% and allowed them to increase ad sales by 3.7x. “To take an example from our survey, 32.9% of Mexican e-commerce professionals are still adjusting their prices monthly; ³ so can you imagine how much difference our Machine Learning-based continuous performance monitoring and data-driven adjustments can offer as an alternative to those still adjusting key metrics manually and intermittently?”

He concludes: “Of course we’re excited to see how well our clients do on El Buen Fin, but we’re also looking to partner with new Mexican e-commerce retailers who are intrigued by the phenomenal success of Amazon Ads but want to guarantee that they get the best value for money.”

¹ Research commissioned by Sellesta and undertaken amongst over 200 e-commerce professionals working in Mexico and Brazil; completed during September ’23.
² Research commissioned by Sellesta and undertaken amongst over 200 e-commerce professionals working in Mexico and Brazil; completed during September ’23.
³ Research commissioned by Sellesta and undertaken amongst over 200 e-commerce professionals working in Mexico and Brazil; completed during September ’23.