Amazon has more than 300 million active users. Ever thought about it for a second? They all have one thing in common – High purchase intent.

Yes! With high conversion rates and low cost-per-clicks, Amazon is an absolute gold mine for advertisers.

Most of the time, Amazon sellers aren’t aware of all the advertising resources available. In this post, let’s cover everything you need to know about Amazon marketing services (AMS) including:

  1. Do you need Amazon marketing services?
  2. Types of Amazon advertising solutions
  3. Why you need to incorporate Amazon marketing services as part of e-commerce business
  4. What you need to know about Amazon store
  5. Next steps to create a robust roadmap
  6. Final thoughts

Do you need Amazon marketing services?

Since its first launch of advertising solutions, Amazon is only increasing its marketing options. It started with Sponsored Products, expanded to Sponsored Brands (formerly Headline search ads), and Sponsored Display ads (formerly Product display ads). Along with the advertising types, the targeting options within an ad type are also increasing lately. You can find many beta options inside the campaigns. So understanding all your options is essential to growing on Amazon.

The competition is fierce on a global marketplace like Amazon. Most of the online advertising platforms allow you to pay for impressions and clicks. However, Amazon takes a different approach. You get to choose how much you want to pay when a shopper clicks on the ads. This gives you granular control over your ad budget. Besides, the conversion rates are higher because of the strong purchasing intent of the audience.

Secondly, Amazon started to streamline its advertising reports. They may not be the best ones to get deeper insights into customers’ search patterns, but they are extremely useful to understand what works for you and what doesn’t.

On the whole, Amazon marketing services save time and money, and generate brand recognition you want.

Types of advertising solutions offered in Amazon marketing services

Amazon Sponsored Products

At SellerApp, we have been managing hundreds of ad accounts, so we know, Sponsored products are one of the most effective ways to grow your sales on Amazon. These ads are the basic ad type available for Amazon sellers.

Here are some reasons why you should consider including Amazon sponsored ads into your marketing efforts:

  • They appear on almost every page of the buying journey, so they are extremely valuable for sellers.
  • They usually have higher conversion rates when compared to other ad types.
  • They appear on Amazon SERPs (search engine results page), and they look similar to organic results. So customers can find these ads easily.

Sponsored product ads are highly competitive. You should keep in mind that they only appear if you have the Buy Box.

Read this if you want to know what it takes to win the Buy Box.

Amazon sponsored brand ads are the first thing a customer sees after searching for a product. Sponsored brand ads are placed on top of the search results, alongside, and within the search results page. They help a customer discover your brand, it’s products, and your brand store on Amazon. When used effectively, you can capture new audiences, increase consideration for your products, and brand awareness.

You can feature your brand logo, a custom headline, and up to three products with Amazon sponsored brand ads. All you need is:

  • A registered seller account under Amazon brand registry
  • A unique Amazon store
  • Top-selling products
amazon marketing services

Why you should run Amazon sponsored brand ads

If you consider the number of active shoppers and sellers on Amazon, you might know the importance of branding. Driving brand awareness is a significant part of sponsored brand ads. Along with that:

  • You can drive traffic to your own store. This allows customers to explore all your product range.
  • If your ads are on top of the search results and displayed on the other prominent positions, it boosts your brand visibility. Better visibility = more sales!

Once you start running sponsored brand ads, take a look at your search terms report identifying the non-converting keywords. Target them as negative, and optimize the campaigns further.

Amazon Sponsored Display

Amazon sponsored display ads are CPC (cost-per-click) ads that are highly useful in your remarketing efforts. Amazon allows you to display your ads to customers who have viewed your products or similar products.

Sponsored display ads use customer demographics to target audiences based on their shopping behavior.

Advantages of Sponsored display ads

Sponsored display ads are beneficial if you want to:

  • Bring traffic to your product details page
  • Increase brand awareness among audience searching products in your niche
  • Gain exposure for newly launched products
  • Gain traffic from your competitor’s listing

Sponsored display ads tend to have lower conversion rates as these ads aren’t displayed on the Amazon search results page. So, they tend to be less competitive when compared to Sponsored brands and Sponsored product ads.

If you want to learn more about Amazon ad types, and how they will be useful in your marketing funnel, check out this post here.