AMAZON ADVERTISING: THREE MAJOR AD TYPES
Many Amazon sellers cut corners on advertising thinking it’s a waste of time and money. They are wrong. Why? Today more than 6% of all Amazon sales are attributed to advertising.
While you are ignoring opportunities of Amazon advertising, your competitors’ sales keep soaring.
Amazon offers several advertising opportunities that will fit your products and final goal.
- Sponsored Products
Sponsored Products ads help Amazon customers easily find and buy your products, which are not high in the Amazon SERP.
Ads appear at the first page of search results and at product pages ensuring your potential customers will see them.
Sponsored Products help you reach customers who are searching for products like yours by showing the advertised product in response to a specific search term.
Amazon Sponsored Products give you the absolute control over your costs. You only pay when a customer clicks on your ad. The bid per click is also determined by you. Thus, you can predict the maximum budget to be spent on this type of Amazon ads.
There is one trick – to launch Sponsored Products Ad your products must be listed in eligible categories and be eligible for the Buy Box.
Sponsored Products are available for Amazon sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies.
- Sponsored Brands
Sponsored Brands ads help customers engage with your brand. These ads feature the brand logo, a custom headline and 3 of your brand products. You can either choose the products to display, or you can allow Amazon to do this for you based on the keywords you provide and the customers’ search phrases.
When customers click on your brand logo, they’re taken to your brand’s Amazon Store or a customized landing page. When they click on a product, they’re taken to the product page.
Just like in Sponsored Products, in Sponsored Brands you also pay per click on your ad. You set the budget, thus controlling how much Amazon can spend on this ad.
Sponsored Brands are available for professional sellers enrolled in the Amazon Brand Registry, vendors, book vendors, and agencies.
- Sponsored Display (beta)
Amazon recently introduced its new advertising solution, called Sponsored Display, which allows reaching the right audience on and off Amazon, increasing product awareness and conversion.
Sponsored Display ad is available for professional sellers enrolled in the Amazon Brand Registry, vendors, and agencies. Products must be in one or more eligible categories.
It works similar to other Amazon ad types: you’ll need to pick your audience, set a bid and daily budget, choose product to advertise and finalize the campaign. Ads will be automatically created looking just like Amazon Sponsored ads, including a product image, pricing, badging, star rating and ‘Shop now’ button. Ads will appear on and off Amazon on desktop, mobile sites, and apps based on the target audience you determine.