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Amazon is a great advertising platform both for newbies or vendors who are trying to do their own marketing for their brand. Or for experienced campaigners as it has a wide variety of benefits. The choice is pretty clear when it comes to advertising on amazon as compared to Facebook or google. Being a market place , users on amazon are already initiated and they just need a direction or mild push to obtain conversions. On Google, The discoverability factor is great as users are currently on research mode and collecting different data points like whose product is more valuable and what issues are being faced by users or what their choices are. On Amazon, the first impression usually sells the product as it shows the product image and the choices given and reviews, pricing and the whole catalogue or products under the brand providing a comprehensive value to the visibility of that product or brand.

Amazon Vendor Central Advertising

Amazon Vendor Central allows for more marketing options than Seller Central. You have to be a vendor to sell on vendor central. You will have to create amazon marketing services account allowing you to create advertising campaigns. Add “product widgets” to your homepage by clicking on “Pages” > “Edit Pages” in the top navigation.

Amazon Sponsored Products Ads

Go to Vendor central and start your Sponsored Products Ads campaign. Product Ads are similar to Google search ads – It is an auction-based campaign using keywords. You will find relevant audiences looking for lookalike products i.e products that are similar. Amazon also allows for [exact], “phrase”, and broad match keywords. Narrow the search parameters as much as possible for better results. Your ads will be displayed below search results, in the righthand-side of the Amazon Search result pages, and on product pages. Sponsored product Ads promote individual
products. On-click action will direct you to the product pages.

Amazon Product Display Ads

Amazon’s Product Display Ads allow you to target competitor vendor’s product-detail pages – and promote a product of yours to show your offer of a similar alternative. when shown on pages with lesser rating or higher price, you often tend to get clicks and subsequent conversions.

Amazon Headline Search Ads

Headline search ads are placed at the top of the search pages and guarantees your product visibility. The way amazon auctions the ads are through bids. The highest bid wins the auction and gets shown to the users. It is called a second-price auction meaning that the highest bidder will be charged a slightly higher price than the second highest bidder. Eg: First bid is for 11 rupees and second bid is for 8 rupees. The first bid wins and he has to pay around 8.03 rupees for his ad to be shown.

Amazon Sponsored Brands:

If your brand wants to promote a collection of products. While penetrating the market or to gain visibility to your newly launched product series this is the way to go. These results appear on the product detailed pages and also the shopping results pages. They feature a custom headline, logo and an image. clicking on the product featured will direct you to product detailed page.

Clicking on the Logo will redirect you to brand’s store or page featuring a collection of products. Amazon drives greater ROI than Google and Facebook: majority of brands selling on Amazon have a higher return on investment than google or facebook’s ad spend. More than half of brands advertising on Amazon (55%) said its Sponsored Products solution drives their greatest return on the channel.

Amazon has the Audience’s Trust: The returning investors on Amazon’s ad platform are more than three quarters i.e 75% because of accessibility in search results and ad network

“Amazon has significant influence over the modern e-commerce experience — our previous analysis reveals that Amazon is where two-thirds of shoppers start their product search and where three-quarters go when they are ready to make a purchase,” said Dani Nadel, President and COO, Feedvisor. “While the data shows that Amazon Advertising is already driving positive results for many brands, it remains an untapped resource for many others. As Amazon continues investing in its advertising solutions, brands should seize the opportunity to reach the company’s highly engaged, loyal consumer audience at every stage in their shopping journey.”

Many brands are just beginning to understand the value that amazon advertising provides in terms of visibility, driving conversions, retention and loyalty. Amazon’s . The study also revealed: Brands go to Amazon to understand their competition: Amazon is a great place to understand the market and your competition. Brands have a significant boost to their visibility because the way amazon’s advertising models are set. Brands can drive visibility to their newly introduced products and also get seen in the cross sells sections to prompt conversions at the right moments.

“Our analysis shows that more than one-third of brands currently lacking an Amazon presence want to start selling on the platform within the next three years. However, many brands said they do not know where to start,” said Victor Rosenman, Founder and CEO, Feedvisor. “Whether you are a veteran global brand or an emerging D2C company, Amazon is a complex, ever-evolving platform with its own rules for success. Our AI-powered technology and team of experts will help you develop a successful, cost-effective strategy for every unique business objective.”