Amazon has grown to become one of a largest and most important digital advertising platforms. As more commerce and shopping activity shifts online, Amazon’s huge customer base provides an unparalleled opportunity for brands looking to connect with consumers. To help brands and sellers advertise on its platform, Amazon offers a wide range of marketing services accessible through Amazon Advertising. These services allow brands to raise awareness of their products, drive traffic to their listings, boost sales, and gain valuable insights into campaign performance.
In this comprehensive guide, you will explore the key features, offerings and benefits of ams management expertise. Whether you are new to Amazon advertising or looking to expand your efforts, understanding these services can help you determine the best options for your business.
Sponsored Products
Sponsored Products ads target shoppers searching for specific products or related keywords on ams e commerce. These ads show up right in the search results, allowing brands to promote their product listings higher up the results pages. When a shopper searches for a product term, brands can have their relevant product listings displayed at the top of the results above the organic search listings. Sponsored Products help brands increase visibility and click directly to their product detail pages. These ads are auction-based, so brands bid for placement and only pay when their ad is clicked. Sponsored Products work across Amazon’s desktop and mobile sites as well as apps.
Key Benefits:
- Help brands capture demand from relevant product searches on Amazon
- Allow brands to win the “Buy Box” listing and promote new product launches
- Can help improve organic page ranking over time
- Are only charged on a click-basis with flexible bidding options
Sponsored Brands
Sponsored Brands ads appear on search result pages as well as other high visibility placements on Amazon. They include a brand logo, image, headline and product offerings. On the search results page, these ads sit at the top above both organic and sponsored product listings. For relevant searches, they provide brands with a highly visible sponsored placement to capture attention. Sponsored Brands also allow advertisers to target product and brand-related interest audiences across Amazon through custom display ads. These placements can help increase overall brand exposure beyond just searches.
Key Benefits:
- Highly visible ad unit for brand building
- Can promote multiple products through one ad
- Help establish brand recognition and authority
- Placement on high-traffic areas beyond just search pages
- Brand lift studies available to measure impact
Amazon DSP
Amazon also offers a demand-side platform (DSP) for programmatic advertising both on and off of Amazon. The self-serve Amazon DSP provides brands access to Amazon’s valuable shopper data for audience targeting beyond the Amazon site. Brands can use the DSP to create display, video and mobile ad campaigns targeting audiences on Amazon as well as through premium third-party publishers and apps. The platform leverages Amazon’s data to help brands identify and understand their potential customers as they interact across channels.
Key Benefits:
- Wider reach for brands by extending beyond Amazon properties
- Leverages Amazon’s shopper data for audience targeting
- Provides access to premium inventory like video and connected TV
- Offers customizable reporting and full-funnel measurement
- Can be synced with campaigns on Amazon to optimize spending
Amazon Attribution
For brands investing in Amazon ads as well as other digital channels, Amazon Attribution helps measure the influence each channel has on sales. The tool from Amazon Marketing Services uses statistical modeling to estimate how much of a brand’s sales can be attributed to an Amazon ad or external channel. This provides clearer insights into the ROI from Amazon ads versus other marketing efforts.
Key Benefits:
- Identifies the true sales impact driven by Amazon ads
- Analyzes the influence of other marketing channels on sales
- Allows for better comparison between channels and budget allocation
- Provides predictive data to help forecast future performance
Amazon Stores
Amazon Stores enable brands to create customized storefronts within Amazon to merchandise and promote their products. Brands can build branded Stores focused on certain product categories, events, initiatives and more. The Stores function like their own microsites within Amazon’s broader ecosystem. Stores allow brands more flexibility with features like creative layouts, branding, expanded product descriptions, videos and enhanced targeting capabilities. Brands can drive traffic to Stores through Amazon ads or direct external marketing.
Key Benefits:
- Provides brands more ownership over their presence and presentation
- Stores allow for effective merchandising of products
- Can offer custom content focused on specific initiatives
- Stores have their own customizable URLs for easy promotion
- Product reviews and ratings aggregate at the Store level
Sponsored Display
Amazon’s Sponsored Display placements allow brands to promote products through highly visual ads beyond the search results page. These display ads leverage Amazon’s data to target audiences with relevant products as they browse sites across Amazon’s ad network. Sponsored Display ads can help keep brands top of mind as customers consider potential purchases.
The ads come in standard IAB formats like rectangles, banners and skyscrapers. There are also native ad options like product sticks that recommended specific products.
Key Benefits:
- Visual ad formats for increased brand awareness
- Can remind and engage prospective buyers through the purchase funnel
- Allows brands to re-target users who previously engaged with their products
- Ads can run across Amazon’s sites along with top media properties
- Performance easily measured through clicks and conversions
Amazon Live Creator
Amazon Live Creator enables brands to live stream video direct to Amazon customers. Brands can host live shows to launch products, demonstrate capabilities, host influencers and run other creative programming. The interactive video streams help brands make connections with audiences in an engaging video format. Amazon leverages data to recommend relevant live streams to their target consumers.
Key Benefits:
- Creative and memorable way for brands to engage shoppers
- Sense of urgency and excitement from live video
- Can showcase products and brand values in an authentic way
- Viewers can click to learn more and purchase featured products
- Brands can repackage content and monitor engagement
Conclusion
Amazon Marketing Services provide brands with a comprehensive suite of tools to connect with customers throughout their shopping journey. From awareness campaigns to consideration and purchase, the platform allows reaching the right audiences with personalized messaging. With data-driven targeting and performance tracking, brands can maximize returns on their Amazon ecommerce campaign management.
