Amazon Advertising Guide: Strategies + Examples | Sellics

Amazon Advertising 2020: Strategies, Costs, Tips & Examples

In this new and complete guide you’ll learn about:

Let’s start!

Should I consider advertising on Amazon?

Half of everything purchased on the internet in the United States is purchased on Amazon. So, it’s no wonder that most shoppers begin their product search on the platform. The shift away from Google as the all-purpose search engine happened relatively recently, in 2018. Users simply started going directly to the platform they believe they’ll end up.  And, increasingly, that place is Amazon. And, why wouldn’t they? Amazon has the best price, selection, and fastest shipping. 

The opportunity to advertise on Amazon – in the space where the most searches and half of all E-Commerce purchases are made – is one that can’t be overlooked by any brand owner.

It’s a no-brainer. 

But if getting your product or brand in front of the sheer volume of purchase-ready consumers that visit the site every day isn’t reason enough, let’s back up for a second: Amazon Advertising is all but a necessity for brands who want to sell well on the platform. Without impeccable Amazon SEO, products have little chance of being seen – let alone purchased. 

That being said, it would be a mistake to think that Amazon Advertising services’ primary advantage is the inherently competitive nature of the platform. 

For 20 years, Amazon has been quietly building the most robust set of consumer purchase behavior data – ever. The reason that Amazon is a perfect buying machine is because it was engineered with the right data. As far as purchasing behavior goes, Amazon is becoming a master at knowing who, what, when, at what price, and why (or why not). 

Here are the facts:

  • Amazon uses a Collaborative Filtering Engine to group consumers into detailed profiles, giving them the power to predict and then influence buying behaviour. 
  • Amazon credits 35% of their sales to this strategic and carefully crafted power of suggestion. So aggregating consumer data isn’t new, but the efficacy with which Amazon is using it is. 
  • Amazon Advertising is leveraging this resource to expand its offering to ads outside of the platform. It should be no surprise that it is already the 3rd largest ad business in the world behind Facebook and Google.

And while the tech giants are currently enjoying a comfortable lead, it likely won’t last for long considering Amazon Advertising’s rapid growth.

The many formats of Amazon Advertising Services offer a solution for every point in the Marketing Funnel and can be broken down into 2 categories:

  1. Advertising on Amazon a.k.a. Amazon PPC
  2. Advertising on & off Amazon a.k.a. Amazon Advertising Network

[ Download our handy chart to see which ads appear where, at a glance. ]

PART 1: Amazon Advertising a.k.a. Amazon PPC

This type of advertising is for products and brands on Amazon.

Q: Who can buy Amazon PPC ads?
A: Amazon Vendors and Sellers who sell from eligible categories (not including adult products, used products or products in closed categories) and whose products are Buy Box eligible. These ads are “self-service solutions” that can be managed through Seller Central (for sellers) or the Amazon Advertising Console (for vendors).

Q: How much does it cost?
A: Ads are sold by click, which is why they are called Amazon PPC (Pay Per Click ads). This is Amazon’s version of Google Adwords.

Q: What are the common Amazon advertising challenges?

  1. Brands have to own the Buy Box to run them. It wouldn’t make sense, after all, to pay to send users to a checkout page for a competing seller.
  2. Seller Central is not the most intuitive platform. While Amazon is working slowly at integrating more user friendly features, it’s safe to say this is not their utmost priority. Remember: Amazon is a platform for buyers first.
  3. Ultimately, to know whether your Amazon ads are working and worth it, your brand needs a crystal clear view of what your profits are. And, Seller Central can’t tell you that, because Amazon doesn’t know your variable COGS (nor would you want them to).
  4. Let’s say that your ad goals are to decrease ACoS, or to increase sales, or to increase profits. Without an understanding of profit and a finely-tuned ACoS, brands risk overspending on PPC, making it an expense chipping away at profit margin instead of bringing back a strong return on investment.
  5. Another risk is an unoptimized keyword strategy. Could your brand be wasting money bidding on keywords which are not converting? Is your brand creating redundancies in campaigns?

Want more detail about our recommended success strategies?
Check out our  Amazon PPC Manual & Ultimate Guide to Amazon ACoS.

In short, it’s not enough to use PPC ads, you have to use them well – by targeting the most profitable keywords and constantly improving upon them. Even once you establish a solid PPC technique that is bringing you closer to achieving your goals, your Amazon listings don’t exist in a silo: 

Changes to external factors like competitors, market shifts, and seasonality will keep you on your toes.

1.1. Amazon Advertising: Sponsored Products

You can’t talk about Amazon PPC without having a basic understanding of Amazon SEO. As mentioned, a brand’s likelihood to sell on Amazon is dependent on their ability to rank on the first page, and ideally near the top of the initial search results. 

1.1.1. What are the unique advantages?

  • Amazon describes the benefit as a ‘visibility boost‘ and that’s exactly what it is. Sponsored Products gives Amazon brand owners a chance to skip the line and compete with the top ranking products, organic and otherwise.
  • Sponsored products are native-looking. To many consumers, they are indistinguishable from the organic search results and have the benefit of targeting ‘low funnel consumers who are ready to convert (buy).
  • These ads have a high conversion rate. Because they appear on product details pages too, they are hard for consumers to miss.
  • In addition to generating sales, Sponsored Products can help you find the most profitable keywords and sales strategies for all of your campaigns.

1.1.2. Amazon Advertising Strategy – Use Sponsored Products to…

  1. Promote new products that aren’t currently ranking on the front page, especially where the brand is less relevant:
  2. Secure the top spot – even in the case that you already have a strong organic SEO. (If you don’t bid on this spot, someone else will)
  3. Promote new or more profitable product varieties in a line:
  4. Reach customers who aren’t looking for your product but may want it:
  5. Advertise companion or competitive products on the Product Details Page:

1.2. Amazon Advertising: Sponsored Brands

Sponsored Brands are “ads” in the more traditional sense on Amazon, meaning they appear distinct from the actual search results – like Sponsored Products do. But unlike a traditional Banner Ad, these have dynamic elements.

Click on the brand logo and you will go to the Brand Store (more on that later) but click on a product in particular (it will show up to three), and users are taken to the respective product details pages.

1.2.1. What are the unique advantages?

  • Sponsored Brands promote exposure on Amazon with a greater degree of control over the appearance and ad copy. Because the logo is predominantly featured in the ad, this helps generate brand awareness.
  • Like Sponsored Products, because bidding is done on a keyword basis, brands have the opportunity to appear in the contexts they choose (more on that in strategy).
  • Sponsored Brands provide the opportunity to direct consumers to your Brand Store for an enhanced shopping experience.

1.2.2. Amazon Advertising Strategy – Use Sponsored Brands to…

  1. Defend your brand’s dominance in a category.
  2. Establish authority and trust among existing and prospective customers.
  3. Increase brand awareness (attract new-to-brand customers) in a competitive market.
  4. Give users considering your brand the best experience shopping experience possible by linking the banner ad to your custom Brand Store.
  5. Bid on your competitor’s loyal customers by having a Sponsored Brand appear in searches including their name.
  6. Appear in related categories.

1.3. Amazon Advertising: Not Ads

It’s important to understand which Amazon statuses are not ads. With Amazon’s success in creating native-looking ads, it can be challenging for even savvy consumers to tell the difference. While extremely valuable because of their ability to influence consumer behavior, these flags and statuses are not for sale nor are they manually assigned.

  • Best Seller Badge
  • Amazon’s Choice Badge 
  • Editorial Recommendations 
  • Reviews 

While some rogues have attempted to “game the system” by making fraudulent purchases or reviews in an attempt to cheat Amazon’s algorithm, these black hat tactics are not recommended. And, they are very likely to be punished when they are inevitably uncovered by Amazon’s team.

Lastly, a Brand Store is not technically an Ad because it is free for brands enrolled in Amazon Brand Registry. But, it is a useful, even essential, accompaniment for Sponsored Brand Ads.

A Brand Store is like a branded miniature E-Commerce store within Amazon that gives brand owners a great deal of creative control over how their products are presented. 

They also have the benefit of being one of the few places on the platform where users will not find competitive ads: You have consumers’ undivided attention here. 

These stores are a chance to take your content to the next level, with more lifestyle oriented video that tells the story of your brand beyond the marketing specific product features – though there is plenty of room for that too. Logistically, this makes a convenient landing page for marketing efforts off Amazon as well and a useful anchor for tracking KPIs.  

1.4. Amazon Advertising: Sponsored Display Ads (Beta) 

Sponsored Display Ads combine “Sponsored Products” and “Display Ads” which we will get into in more detail in the next section. Like Sponsored Products, no assets are needed. The ads are generated based on the product listing and link directly to a product details page on Amazon. Of course, this means they are exclusive to brands selling on Amazon.

Unlike traditional “Sponsored Products” which appear on Amazon in search results and product pages, they appear off Amazon, on third-party websites and apps. These ads appear only when they are relevant to the consumer: For example, when they searched for keywords relevant to your products or customers who previously purchased your products.

Brands also have the option to pay for these ads by impression, instead of by click.

1.4.1. Unique advantages?

  • This ad format offers the extended reach and advanced targeting style of a website Display Ad (more on that later) without the burden of having to design assets: No artwork or copywriting needed
  • Similarly, these ads offer broad-style targeting of “Lifestyle Audiences” with the directness of a product purchase nudge.

1.4.1. Advertising Strategy on Amazon – Use Sponsored Display Ads to…

  1. Reach beyond Amazon’s pages to expand a higher funnel strategy: inspire interest by advertising products according to targeted groups.
  2. Expand an even lower funnel marketing strategy: Encourage retention by promoting similar or complementary products to ones purchased.
  3. Encourage brand awareness and recognizability for your brand outside of a shopping context – on websites and apps consumers trust.
  4. Perform traditional retargeting by advertising a product that the user clicked on, searched for, or otherwise expressed interest in.
  5. Advertise a high converting or popular product to boost sales for that item.
Amazon Advertising: Funnel Overview

PART 2: Amazon Advertising on & off Amazon a.k.a. Amazon Advertising Network

This type of Amazon Advertising is for products and brands on & off Amazon.

Like Facebook and Google, Amazon employs Pixel Based targeting so that users’ behavior can be tracked and data can be captured by virtue of their visiting a website, specific pages, or by performing certain actions. Data capturing is used in combination with a Collaborative Filtering Engine, which interprets the huge quantity of individual data points associated with a single user to create a user profile. 

Amazon is then able to complete the picture by comparing data and behaviours by users who appear to be similar. These are educated guesses that can predict shopping behavior with impressive accuracy. An example of a niche would be: employed males between 18 and 45, living in a rented house with an income of over $30,000 who enjoy foreign films.

The more patterns and data points that Amazon collects, the more efficiently fine-tuned its recommendation and predictions will become. So brands’ ability to target users who made similar, complementary, or competitive purchases is really just the beginning. Users only need to demonstrate behavior that hints that they might want your product.

In sum, the major draw is the data and intelligence earned from Amazon consumers, combined with access to Amazon’s Advertising Network, including: Alexa and AWS Amazon Prime Video, Amazon Music, Amazon Publishing, Amazon Studios. 

There are 2 main formats (Display Ads and Video Ads) managed under the umbrella of DSP (Demand Side Platform), and Custom Ads (which encompasses all previous formats):

Q: Who can buy Amazon DSP Ads?
A: Brand owners. Whether or not they sell products on Amazon.

Q: How much does it cost?
A: Ads are sold by impressions, the cost varying depending on placement and format. This pricing model is called CPM (cost-per-thousand impressions). At the moment, only managed-service options are available, which carry a minimum spend of $35,000.

Q: What are the common challenges?
A: There isn’t really a “self service option” at the moment for Amazon DSP. Brands can either go through an agency, called ESS (Enterprise Self Service) or choose the managed-service option through Amazon. Beyond the minimum spend, these ad formats are costly to produce: They require a lot of creative resources to generate images, video, and copy. P.S. A strong brand identity is needed to make the most of these ads.

2.1. Amazon DSP Advertising: Display Ads

Amazon Display Ads are what we commonly think of when we think of onsite ads. They may be desktop and mobile web display ads, banner ads, mobile interstitial ads, and can link anywhere. They can show on Amazon, Amazon devices, Amazon owned and operated sites and other websites using ads. 

2.1.1. What are the unique advantages?

  • While creative assets take time and resources to create, they also present brand owners an opportunity for on-brand storytelling.
  • Display ads can help with brand recall lift. Having mere exposure to a brand will help users to recognize it in a shopping context (whether or not consumers clicked on the ad).
  • Repeated exposure in a trusted context can help build trust and foster brand loyalty in existing and prospective customers.
  • These ads can also link to a custom Brand Store on Amazon.

2.1.2. Amazon Advertising Strategy: Use Display Ads to…

  1. Expand a higher funnel targeting strategy to create awareness of your product or brand. For example, if an Amazon user purchases yoga pants, a brand may advertise a yoga ball (similar product) but insights might also indicate the same audience would be interested in a book on holistic wellness.
  2. Fine tune your brand’s target demographic by monitoring the performance of the ad in a variety of contexts, targeted to a variety of Amazon-generated user profiles.
  3. Expose your brand to new (promising) audiences with the chance to monitor its performance in new contexts.
  4. Improve PPC performance with higher funnel brand exposure: A user might not click the ad, but may search the brand after having seen it.
  5. Gain insights from Amazon’s data and intelligence. You might be surprised to learn that your ad is performing well with women over 50 who love coffee. This could inspire more effective marketing strategies across the board.
  6. Better learn about your audience and buyers. A brand might discover, for example, that their ads are converting well among retired women who love to bake. Knowing this could (and should) inform future marketing strategies and segmentation.

2.2. Amazon DSP Advertising: Video Ads

Amazon Video Ads can be either in-stream or outstream. Instream video ads appear as part of existing videos, as an ad break, either before, during, or after. Reach users on Amazon’s websites (like IMDb TV), mobile apps (like Fire TV), and Amazon devices (like Amazon Kindle).

Outstream videos appear as a dynamic element as a part of another display ad

2.2.1. What are the unique advantages?

  • Video ads offer the most immersive brand experience for consumers and give brands the opportunity to tell their story to a captive audience.
  • Video Ads are known to have a high conversion rate – especially when they reach the right audience.
  • Because of the reliability and specificity of Amazon Advertising’s targeting, brands’ Video Ads are well positioned for success.
  • Speaking of success, hosting Video Ads on Amazon Advertising allows brands to monitor their performance and gain insights about their highest converting consumers.

2.2.2. Amazon Advertising Strategy: Use Video Ads to…

  1. Gather insights and make use of Lifestyle Targeting (as in Display Ads).
  2. Repurpose professional video content (like a TV commercial) with the added benefit of being able to understand their performance (which is challenging for offline ads).
  3. Expand to an upper funnel brand strategy of generating Awareness and fostering Interest in your target audience.
  4. Put your best foot forward: For a lower funnel strategy, turn shoppers into brand evangelists by sharing your brand’s unique value propositions and values.

2.3. Amazon Custom Ads

Finally, Amazon offers Custom Ads, which is a holistic Amazon Advertising service, instead of a particular ad type. Custom Ads might include any and all ad formats mentioned above. 

Q: How much does it cost?
A: What distinguishes Custom Ads from the Amazon DSP Ads (Video and Display) is that there is no ESS option here. Consider this Amazon’s white glove service – incorporating any and all of Amazon’s ad styles. 

2.3.1. What are the unique advantages? 

This holistic approach to advertising can make use of any number of other ad formats and styles at Amazon’s disposal. Truly custom ads, they require a minimum spend – of which the precise amount is unknown.

2.3.2. Advertising Strategy: Use Custom Ads to…

  • Gain access to a full funnel advertising strategy which is fully integrated with your Amazon Business, without needing to have in-house Amazon Ad expertise.

Advertising on Amazon: Conclusion 

As an Amazon Seller or Vendor, not investing in Amazon PPC is leaving money on the table. The question is which ads for which products and how to manage them in such a way that you get the maximum possible return

However, a robust marketing strategy should include a full funnel approach. If your business is not already investing in off-site ads, Amazon DSP offers an integrated solution for the top and bottom of the funnel.

At the top, introduce audiences likely to want your products to your brand with Display and Video Ads. At the bottom, convert buyers to loyal brand evangelists with Sponsored Brands, Display, and DSP.

So, if you are interested in taking your brand and sales to new heights, consider: 

Key Takeaways:

  1. Getting your PPC act together – make sure the ads are working for you. 
  2. Building a Brand Store now to make the most of Sponsored Brands and all off-Amazon marketing.
  3. Broadening your marketing strategy funnel with DSP Ads.
  4. Using the insights gained from DSP campaigns to improve all marketing streams including offline marketing, DSP, and PPC campaigns.
  5. And always: Monitor and improve. Repeat!
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