{"id":6010,"date":"2018-12-05T09:00:20","date_gmt":"2018-12-05T08:00:20","guid":{"rendered":"https:\/\/www.red-orbit.com\/blog\/?p=6010"},"modified":"2018-12-04T10:51:58","modified_gmt":"2018-12-04T09:51:58","slug":"advertising-on-amazon-what-how-and-why","status":"publish","type":"post","link":"https:\/\/www.red-orbit.com\/blog\/advertising-on-amazon-what-how-and-why","title":{"rendered":"Advertising on Amazon: What, How and Why?"},"content":{"rendered":"<p style=\"text-align: justify;\">There are over <strong>26 million transactions made per day<\/strong> (yes, 26 million!) and you still haven\u2019t considered advertising on Amazon? If you are in the e-commerce business, have at least an Amazon Professional account and hesitate over whether you should advertise on the biggest e-commerce platform, keep reading. I will go through some fundamentals, benefits, and tips on Amazon advertising. Hopefully I\u2019ll be able to change your mind and you will start to expand your business and attract more customers.<\/p>\n<h2 style=\"text-align: justify;\">A quick recap on what Amazon is<\/h2>\n<p style=\"text-align: justify;\">Once upon a time, Amazon was a book retailer. Today it\u2019s a magnate of e-commerce, logistics, payments, hardware, data storage, and media. According to the last available data there are<strong> 300 million<\/strong> different Amazon users and that&#8217;s reason one for you to seriously start thinking of advertising on this platform. Here are some more numbers that I think could be interesting for you:<\/p>\n<ul style=\"text-align: justify;\">\n<li>there are <strong>30 million average monthly users of Amazon mobile app<\/strong>,<\/li>\n<li>Amazon accounts for <strong>43% of all online sales<\/strong>,<\/li>\n<li>Amazon&#8217;s net sales were $177.9 billion and its net income was $3 billion in 2017,<\/li>\n<li>they shipped 35 items from the warehouse in the second you read this.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span class=\"add-special-style---focus\">But here\u2019s the most important fact: about <strong>55% of web shoppers<\/strong> go directly to Amazon for product searches. <strong>It\u2019s the place to be if you&#8217;re a B2C company.<\/strong><\/span><\/p>\n<h2 style=\"text-align: justify;\">The renamed Amazon advertising service and what it offers<\/h2>\n<p style=\"text-align: justify;\">A few weeks ago we got a big announcement from Amazon regarding their advertising platform and it\u2019s good news. They decided to simplify the user experience of their ad platform and simply call it <strong>\u201cAmazon advertising\u201d<\/strong>. I\u2019m telling you this because you might have come across previous naming\u2019s of their advertising services and found them too confusing to even bother getting to know them. With the new design and name you may consider giving this platform another chance. Anyhow, let\u2019s see the possibilities for you to shine!<\/p>\n<h3 style=\"text-align: justify;\">Sponsored ads<\/h3>\n<p style=\"text-align: justify;\">Sponsored ads allow you to reach Amazon customers as they research and discover products. Ads appear on search results pages and relevant product pages, directing customers to your product detail page or store. First you select the products you wish to advertise, set your budget and choose a combination of keywords, products, and product categories you want to target. You <strong>only pay for performance<\/strong>, which means you\u2019re not charged until a customer clicks on your ad, and you always control your campaign budgets.<\/p>\n<p style=\"text-align: justify;\">Let me just clarify that there are two options with Sponsored ads: <strong>Sponsored Products<\/strong> if you have a Professional account and <strong>Sponsored Brands<\/strong> if you registered your brand on Amazon (Amazon Vendor account).<\/p>\n<h3 style=\"text-align: justify;\">Display ads<\/h3>\n<p style=\"text-align: justify;\">By setting up display ads you are able to use <strong>relevant audiences<\/strong>, customizable creatives, and actionable insights to deliver your message to the right customers. You can set up these ads on Amazon sites, apps, devices, and third-party sites. You\u2019ll be able to reach customers on or off the platform whether or not you sell on Amazon\u2014reaching your ideal audience should be a piece of cake since Amazon advertising uses <strong>insights based on first-party shopping behaviors<\/strong>.<\/p>\n<h3 style=\"text-align: justify;\">Video ads:<\/h3>\n<p style=\"text-align: justify;\">Video is currently the <strong>number one format for influencing your potential user<\/strong> in a fast and efficient way. Amazon lets you pair your display ads with video content and it\u2019s a neat way to share the message and showcase your products or services.<\/p>\n<p style=\"text-align: justify;\">You might be wondering <strong>where are these ads<\/strong> supposed to appear, right? Here\u2019s the list with short explanations:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Amazon\u2019s search engine results page<\/strong> \u2013 very similar to Google Search ads, when a shopper types something into the Amazon search bar the ads may appear on the results page (the top, right column, the bottom or in-between other entries).<\/li>\n<\/ul>\n<h6 style=\"text-align: justify;\"><img data-attachment-id=\"6011\" data-permalink=\"https:\/\/www.red-orbit.com\/blog\/advertising-on-amazon-what-how-and-why\/foto1-7\" data-orig-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?fit=1900%2C901&amp;ssl=1\" data-orig-size=\"1900,901\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;Sabina Bevc&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1536537630&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"foto1\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?fit=1900%2C901&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?fit=1900%2C901&amp;ssl=1\" decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6011\" src=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?resize=1900%2C901&#038;ssl=1\" alt=\"\" width=\"1900\" height=\"901\" srcset=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?w=1900&amp;ssl=1 1900w, https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto1-6.jpg?resize=768%2C364&amp;ssl=1 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" data-recalc-dims=\"1\" \/><strong><em>Example of SERP<\/em><\/strong><\/h6>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Sponsored brands<\/strong> <strong>\u2013<\/strong> Amazon registered brands that have <strong>three or more products<\/strong> in their catalog can purchase headline ads which can then appear at the top of the results page.<\/li>\n<\/ul>\n<ul>\n<li><strong>Email newsletters \u2013 <\/strong>your ad can also appear in a newsletter and this is purely in Amazon&#8217;s hands and depends on their decision to add some targeted products in the email. They really advertise a lot and this is also one of the perks which I&#8217;m sure you&#8217;ll love.\u00a0<\/li>\n<\/ul>\n<ul style=\"text-align: justify;\">\n<li><strong>Product pages \u2013 <\/strong>there&#8217;s a band of sponsored products that appears on product pages, usually below the fold, above the reviews and in product FAQ. Of course, it only shows products related to the item the user is currently looking at, here&#8217;s an example:<\/li>\n<\/ul>\n<h6 style=\"text-align: justify;\"><img data-attachment-id=\"6012\" data-permalink=\"https:\/\/www.red-orbit.com\/blog\/advertising-on-amazon-what-how-and-why\/foto2-8\" data-orig-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?fit=1653%2C881&amp;ssl=1\" data-orig-size=\"1653,881\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;Sabina Bevc&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1536537690&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"foto2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?fit=1653%2C881&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?fit=1653%2C881&amp;ssl=1\" decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6012\" src=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?resize=1653%2C881&#038;ssl=1\" alt=\"\" width=\"1653\" height=\"881\" srcset=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?w=1653&amp;ssl=1 1653w, https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/foto2-6.jpg?resize=768%2C409&amp;ssl=1 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" data-recalc-dims=\"1\" \/><strong><em>Example of product pages placement<\/em><\/strong><\/h6>\n<p style=\"text-align: justify;\">\u00a0<\/p>\n<h2 style=\"text-align: justify;\">Why you should include Amazon in your advertising strategy<\/h2>\n<p style=\"text-align: justify;\">Simple: <strong>it\u2019s the best opportunity to influence users who are prepared to make a purchasing decision<\/strong>. If you\u2019re a smaller or newer company, Amazon is an especially good opportunity to <strong>show your products to a wider audience<\/strong>. And since you have your Facebook and Google advertising all set up, why not include Amazon? Compared to Google Ads, people searching on Amazon are <strong>much deeper in the sales funnel <\/strong>and thus more relevant to you (conversion rates are much higher, \ud83d\ude42 ). <\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Meeting+consumers+where+they+are+is+the+best+online+advertising+strategy+you+can+think+of.&#038;via=red_orbit&#038;related=red_orbit&#038;url=https:\/\/www.red-orbit.com\/blog\/advertising-on-amazon-what-how-and-why' target='_blank'>Meeting consumers where they are is the best online advertising strategy you can think of.<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Meeting+consumers+where+they+are+is+the+best+online+advertising+strategy+you+can+think+of.&#038;via=red_orbit&#038;related=red_orbit&#038;url=https:\/\/www.red-orbit.com\/blog\/advertising-on-amazon-what-how-and-why' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p style=\"text-align: justify;\">Another plus is the cost of your campaign, which can be <strong>much lower than on Google Ads<\/strong> because, of course, there\u2019s less competition. Marketers are just now realizing the potential of Amazon advertising, it\u2019s just starting to grow and develop even more, which can be a great advantage for you.<\/p>\n<p style=\"text-align: justify;\">Next, if you\u2019re advertising your <strong>organic Amazon rankings will go up<\/strong> \u2013 this is due to the sales history of a product, if it sells better it will automatically go up the ranking of search results (wow, right!?).<\/p>\n<p style=\"text-align: justify;\">The biggest reason is in the data that Amazon has: <strong>what people are buying and how.<\/strong> This is something Google and Facebook know nothing about. <strong>Advertising on Amazon is the most logical decision if you want your e-commerce business to be in the spotlight<\/strong>.<\/p>\n<p style=\"text-align: justify;\">The potential of Amazon advertising is huge and it\u2019s really simple to use, especially if you\u2019re already a Google Ads expert. So, what do you say, will you try it?<\/p>\n<p style=\"text-align: justify;\">Let me know in the comments!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are over 26 million transactions made per day (yes, 26 million!) and you still haven\u2019t considered advertising on Amazon? If you are in the e-commerce business, have at least an Amazon Professional account and hesitate over whether you should advertise on the biggest e-commerce platform, keep reading. I will go through some fundamentals, benefits, [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":6014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false},"categories":[2],"tags":[134,56,99],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Advertising on Amazon: What, How and Why?<\/title>\n<meta name=\"description\" content=\"There are over 26 million transactions made per day (yes, 26 million!) and you still haven\u2019t considered advertising on Amazon? 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And then this Google Guy just added audiences, extensions, customizers and blew Artificial Intelligence in to it and BOOM!!! - it went off. And so Google\u2026","rel":"","context":"In &quot;Google Advertising&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-86.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6089,"url":"https:\/\/www.red-orbit.com\/blog\/the-simplest-way-to-get-more-out-of-your-marketing-spend","url_meta":{"origin":6010,"position":1},"title":"The simplest way to get more out of your marketing spend","date":"02\/19\/2019","format":false,"excerpt":"We recently were speaking with a potential travel client and were asked to look into why they\u00a0weren\u2019t seeing the desired engagement from their spend. Once we\u2019d looked into this we realised\u00a0that the reason for this was quite simply that they were targeting the wrong people.\u00a0They were targeting big spend clients\u2026","rel":"","context":"In &quot;Digital marketing&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-83.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6487,"url":"https:\/\/www.red-orbit.com\/blog\/the-economics-of-growth","url_meta":{"origin":6010,"position":2},"title":"The Economics of Growth","date":"10\/21\/2019","format":false,"excerpt":"You want to know how to have a successful business? Easy. You need to grow your revenue. You need a growth mindset. You need to target the right audience. You need the right tools. You need a good advertising strategy. You need to plan your advertising platforms. All true \u2013\u2026","rel":"","context":"In &quot;Growth&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-105.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6399,"url":"https:\/\/www.red-orbit.com\/blog\/how-to-build-awareness-of-an-e-commerce-store","url_meta":{"origin":6010,"position":3},"title":"How to Build Awareness of an E-commerce Store","date":"08\/28\/2019","format":false,"excerpt":"How does one go about increasing the awareness of an e-commerce store? I\u2019m pretty sure you know the oldest advice in the book: you\u2019ll raise awareness if you first gain customer loyalty. If you are successful, customers will do (some of the) brand awareness for you. Great! Problem solved. <\/end\u2026","rel":"","context":"In &quot;e-commerce&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-102.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5983,"url":"https:\/\/www.red-orbit.com\/blog\/the-age-of-native-advertising-and-why-you-need-zemanta","url_meta":{"origin":6010,"position":4},"title":"The Age of Native Advertising and Why You Need Zemanta","date":"11\/14\/2018","format":false,"excerpt":"The digital world is evolving, and it's happening fast. You think your digital strategy is pitch-perfect because you have your Facebook and Google ads all set up but you couldn't be more wrong. Have you heard of Zemanta? Have you wondered what it is, how it works and if you\u2026","rel":"","context":"In &quot;Digital marketing&quot;","img":{"alt_text":"The Age of Native Advertising and Why You Need Zemanta","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-75.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5112,"url":"https:\/\/www.red-orbit.com\/blog\/answers-to-most-important-seo-questions","url_meta":{"origin":6010,"position":5},"title":"Answers to most important SEO questions","date":"05\/08\/2017","format":false,"excerpt":"Judith Lewis is the founder of the DeCabbit Consultancy, which specialises in integrated digital marketing consultancy and execution. Judith is a specialised integrated online marketer with extensive experience in SEO, PPC, and Social Media Marketing, as well as other digital marketing techniques. 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