Advertising on Amazon: how to stand out

You can advertise on Amazon only if you have a seller profile on the platform and have products for sale.
It is therefore not a platform like Facebook or Google, where you can advertise even if you have no products to sell and ship.
Nevertheless, it is an advertising platform in every respect. As such, it follows the logic and strategies of online advertising and competition with other advertisers.

From e-commerce to a search engine for online shopping, Amazon has changed consumers’ buying habits: this is why advertising on Amazon is essential to increase online sales.

E-commerce with Amazon

When you think of online shopping, your mind immediately goes to Amazon. Like it or not, Bezos’s platform has revolutionized the world of e-commerce, giving the sector its decisive turning point.

Amazon is no longer simply an online shop with an almost infinite catalog; over the years it has become a true search engine that guides online purchases.

Product pages on Amazon are used as a reference to learn the technical specifications and details of products. Carts and wishlists are always full and constantly updated. The volume of online purchases is continuously growing and set to increase further, thanks to fast and efficient shipping.

All of this also explains the success of Amazon ads, the online advertising platform dedicated to advertising specifically on Amazon. Users with a high probability of conversion, the ability to increase online sales, vertical advertising on products and brands: here is everything you need to know about Amazon ads.

How to advertise on Amazon

Advertising on Amazon means getting in touch with millions of potential customers in the lower part of the marketing funnel, that is, already inclined to buy because they are on the e-commerce platform. Those who go to Amazon are usually intent on purchasing. This is where an advertisement consistent with their browsing experience can be highly successful.

To advertise on Amazon you need to register with Seller Central as a seller, and from there, once you have completed your profile and catalog, start your advertising campaigns.

Once you have selected the campaign type, budget and target audience, you can always monitor performance and understand how to improve your advertising to make it more effective.

Let’s take a detailed look at the types of advertising campaigns offered by Amazon ads.

How advertising on Amazon ads works

Amazon ads offers four types of advertising: Products, Brands, Display and Stores. Advertising on Amazon, therefore, is not only about increasing visibility for specific products, but is also very useful for branding and awareness initiatives, as well as for offering users personalized and unique browsing experiences.

How to sponsor products

With Sponsored Products you highlight individual products using the cpc model, that is, cost per click. This means you are charged only when a user clicks on the ad for that specific product, with a high probability of conversion. Sponsored Products are recommended for deals and new arrivals, so as to attract even more of the audience’s attention. From online clothing to shoes, from hi-tech gadgets to children’s toys, from costume jewelry to real jewelry, from home gym equipment to bicycles, from coffee to wine, from eyewear to over-the-counter pharmaceutical products, every type of product can be sold on Amazon: sponsorship serves above all to beat the competition for similar products and to get your brand noticed.

Advertising your own brand on Amazon

Sponsored Brands is the ideal advertising campaign for awareness and consideration. This type of advertising allows you to highlight your brand with videos and creative content that go beyond simple products. Through this advertising the brand presents itself as a style choice and not just as a catalog.

Taking your products beyond Amazon with advertising

Sponsored Display ads have the distinctive feature of appearing also outside Amazon on third-party sites, then redirecting to the products on Amazon or to the brand page, in order to reach an even wider audience. They can be thought of as a fusion between Google Shopping campaigns and Google Display campaigns, because they are made up of various image and logo formats, accompanied by catchy titles, combined with the product price and a call to purchase.

Enhancing the user experience with Amazon Stores

The last type of advertising offered by Amazon is Stores, personalized landing pages that create a unique and engaging shopping experience. It is an interactive experience through which you guide the user in discovering your brand and the entire range of products, divided by category. In practice it is like opening an e-commerce of your own on Amazon. Of course, the possibilities are limited, but it is a boost for your online business if you already have an e-commerce site, or a starting point to begin selling online. You can create a clean and elegant small online boutique. The store is particularly suitable for products that have a variety of categories and target audiences.

With Amazon ads you increase online sales

To achieve your goals in the world of e-commerce and increase online sales, Amazon ads is an almost indispensable resource. Not only can you reach a continuously expanding and highly profiled audience, since it is purchase-oriented, but you can also give great visibility to individual products and to your brand.

In this sense, advertising on Amazon should be part of a broader marketing strategy, one that allows you to get in touch with the various types of audience across all available touch points.

Digital marketing, in fact, is made of nuances, of warm and cold audiences, of conversion campaigns and awareness advertising. Using all the tools available, including Amazon ads, is the right way to achieve your business goals.

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Related service: discover Advertising by ARvis — the agency that scales with you.