Making the Most of Amazon Advertising
What Is Amazon Advertising?
Sponsored Display ads are ads placed on and off Amazon.com. On Amazon placements include search results and prominent placements on product detail pages. These ads can target specific audiences based on shopping history or target specific products (both your own and competitors).
Sponsored Product ads promote individual product listings on Amazon with ads that appear in search results and on product pages.
Amazon Demand Side Platform (DSP) is an advertising tool that empowers you to make the most of Amazon’s customer data, both on and off of Amazon. It’s an all-in-one advertising platform that includes Amazon OTT, video ads, ad placements on IMDB and FireTV, and more.
Sponsored Brand ads are custom banner and video ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping results and help drive discovery of your brand among customers shopping for products like yours.
How Does Amazon Advertising Work for Audience Targeting?
Keyword Targeting
With exact match, phrase match, and broad match keywords, you can effectively target users based on their search intent. If they use a relevant search term, your ad can be served up, leading them to your product.
Product Targeting
Have your ads displayed for users who have been browsing similar or related products, enabling you to market to users looking to buy competing or complementary products. By piggy-backing off of a popular, related product, you can dramatically increase visibility for your listings.
Audience Remarketing
Don’t let your potential customers just walk away. Have your ads displayed for users who have visited your product page (or the page of a similar product) to point them back toward your listing.
Interest-Based Targeting
Get your ads in front of users who have browsed certain categories. You can target customers who have browsed your category or any other category that fits your target market. shopping behaviors suggest they may be interested in your product.
Why Use Amazon Advertising?
Promoting New Products
Advertising on Amazon is an excellent way to introduce your brand loyalists and current market to your new product offerings. They may not ever find out about them otherwise.
Increasing Visibility
With so much competition on the platform, it can be difficult to get noticed by your target market. Advertising helps increase your visibility, and make it more likely that potential customers will see what you have to offer. And with the most prominent placements in Amazon search being paid placements, it’s hard to get noticed without ads.
Cross-Selling
Sometimes, users are willing to buy additional products—provided they find out what’s available. Ads can help get the word out, informing your customers of similar or complementary products they may be interested in. They can even be used to drive traffic to your Amazon Storefront and introduce them to your full catalog.
Increasing Market Share
In a lot of cases, the only way to increase your market share is to specifically target the customers of competitors (especially when you’re competing against larger brands). The right ad strategy can help you capitalize on the visibility of other brands.
Defending Your Listings
Just as it’s important to market to users looking for competing products, you want to defend your listings from the same tactics. By running strategic ad campaigns, you can have Amazon serve your own ads on your own listings, preventing competitors from advertising there.
Advertising vs. SEO
Who Qualifies for Amazon Advertising?
Get Started with Amazon Advertising
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FAQs
Total Amazon Business Assessment
99% of brands are leaking money on Amazon.
