Fri, 29 Sep 2023

Are you considering Amazon advertising? This manual will bring you through four methods for exposing your goods to millions of consumers.

Amazon's market share has increased dramatically as more businesses turn to Amazon Advertising. When it comes to marketing directly to customers, brands can no longer ignore the influence that Amazon has.

After all, Amazon receives $0.51 of every dollar spent on online shopping. Additionally, Amazon sees more product searches than Google.

For good reasons, Amazon has developed over time to rank third among advertising platforms. While initially having your goods on Amazon was sufficient to begin generating sales, today, to succeed on Amazon, you must take advantage of their advertising initiatives.

Why Brands Should Focus on Amazon Advertising

The Amazon search formula is intricate. When attempting to rank your products in Amazon search, many variables are at play.

Amazon has also intensified its efforts to combat fake reviews and rank-rigging.

Much of the marketing effort that was previously directed toward collecting reviews has been switched to Amazon advertising to remain compliant.

Use Amazon Advertising to gain first conversions rather than focusing on cheap products for reviews-or, worse yet, reviews that are incentivized.

As your sales velocity rises, this causes product reviews. This enables you to receive the visitors and sales your product needs to rank organically.

Combining Amazon advertising with other promotional options that Amazon provides when working with products on Amazon solves the ranking issue (e.g., clippable coupons).

You will first rely largely on Amazon advertising to rank your product on the first page after it has been launched.

However, if your product is properly optimized, you may gradually reduce your dependency on Amazon advertising.

Even if your products have achieved high rankings, you would still need to continue promoting to safeguard your online presence or from rivals who might still be using Amazon advertising.

The more specialized your product is, the less money you'll probably have to pay for Amazon's platform advertising.

However, I've discovered that, for now, Amazon advertising is substantially less expensive than other ad networks like Google Ads for the majority of products.

Should You Advertise on Amazon?

You can advertise on Amazon if you already have a product that can be purchased online.

You may get your goods in front of customers on Amazon for a lot less money than on other advertising platforms.

Before introducing other goods, you might start with the one that is already successful and gauge your return on investment.

Several modifications have been made to Amazon Advertising over the past few years, and recently, some of their items have had new names.

Here are four ways to advertise on Amazon.

1. Sponsored Products

The most common form of advertising on Amazon is this.For many years, brands have utilized this effective tool to manually and automatically target consumers.

Here, you can employ many match types that are already familiar to you as an advertiser, including negative keyword matching and broad, phrase, and exact matches.

The Sponsored Products program is open to all vendors using the Vendor Central, Amazon Seller Central, or Kindle Direct Publishing platforms.

On its Seller Central platform, Amazon has been introducing new targeting options like Product, Interest, and Category Targeting.

There are rumors that soon, advertisers may have access to even more match kinds.

While the match kinds resemble Google's ad platforms, Sponsored Products has several subtle differences. To ensure that your campaign will succeed, verify the following before setting it up:

● Own the Buy-Box

If you don't have the buy box for that product, your advertisement won't run.

As a result, a brand won't be able to run any Sponsored Products Ads for a product that it is directly selling and there are third-party sellers in the buy box.

I advise you to verify your current Buy-Box % for a product before you create your ads.When examining the Detailed Page Sales and Traffic by Child Report, you may see your Buy-Box %.

Go to Reports > Tab > Detailed Sales and Traffic in Seller Central. You can check if you have a sizable portion of the Buy Box available to run advertisements here.

If your product has a suppressed buy box, you may be the only seller and still not have the buy box.

Because Amazon thinks the price for the goods is too high or thinks the product is cheaper on another website, Amazon will occasionally suppress the Buy Box to protect the consumer experience.

● Keyword Indexing

Only words for which Amazon considers your product relevant will trigger your ad.

Your product must be indexed for the term being targeted for whatever keyword you employ.

In addition to using one of the many tools available on the market to check for keyword indexing on Amazon, you can manually check your keywords by searching for the ASIN and the term you want to confirm indexing for.

Some Amazon PPC agencies use the keywords harvested from an Automatic Sponsored Products campaign to confirm the terms that were indexed.

2. Sponsored Brands Programs

Headline Search Ads were rebranded as Sponsored Brands in September.

Both Seller Central users and Vendor Central Platform users who have registered their brands with the Brand Registry program are eligible for the program.

An effective option is the Sponsored Brands program, which enables you to have a banner ad at the top and bottom of the search results page as well as on side columns.

Similar to the Sponsored Products program, the Sponsored Brands program enables you to target customers based on keywords.

The Sponsored Brand program, in contrast to the former, gives you creative power and permits you to include whatever tagline you desire as well as display three goods in the advertisement.

You can also point customers to a certain page. It might be a:

  • A personalized Amazon page featuring the various things you want to sell.
  • Create a brand or store page on Amazon to serve as a representation of your business.

Sponsored Brands campaigns may be a potent technique for focusing on comparable goods and stealing market share from your direct rivals.

To ensure that users are not misdirected to other listings when they search for the brand or product name of our clients, a campaign can be started right away for the majority of businesses that are qualified for Sponsored Brands, at the very least for their brand and product names.

3. Product Display Ads

Because they are different types of advertisement, product display ads have not been as popular as sponsored products or sponsored brand programs.

Product Display Ads typically have lower conversion rates than their Sponsored Product and Sponsored Brands equivalents.

However, in some markets, such as the book industry, these advertisements may be successful.

The only two advertising choices available to authors using Amazon Kindle's Direct Publishing service are Product Display and Sponsored Products.

The key benefit of product display ads is that you may directly market your goods on the product detail page of a rival. Your advertisement will be displayed beneath the competitor's Buy Box.

If you want to cross-sell to Amazon customers and you have a variety of related products, Product Display Ads can be useful.

For instance, if your firm sells five products, you can promote four of the sluggish sellers on the detail page for the main item.

This forces visitors to explore additional products from your brand rather than leaving the detail page of the primary product.

4. Amazon Demand-Site Platform (DSP Platform)

While the first three types of advertising on Amazon are well-liked by marketers, big firms wishing to build brand awareness should use Amazon's DSP platform.

Through the platform, you may use Apps to connect with Amazon users. Among the ad formats are:

  • Mobile banner.
  • Mobile interstitial.
  • Mobile web display.

Advertising on Amazon's websites can only be purchased through the Amazon DSP program.

Although this is a fantastic venue for product marketing, keep in mind that it is unlikely to result in direct sales.

You can access video ads, a more recent addition to Amazon's advertising network, through the Amazon DSP program.

Sellers who sell on Amazon don't frequently use videos. These videos are more in line with traditional marketing, which focuses on increasing brand recognition rather than sales through a single advertisement.


Although Amazon's advertising programs have been altered frequently, we have discovered over time that these advertising platforms have a lot to offer advertisers.

Utilizing these platforms can help you expand your market share, build brand recognition, and improve how effectively you use Amazon as a customer acquisition channel.

Amazon can be a terrific approach to introducing your goods to new audiences because it lowers the friction of the initial purchase of a product.

You can enhance your organic ranking on Amazon by using Amazon Advertising to help you achieve the conversions required to assist you in organically gathering reviews.

Author's Bio:

Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.

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