We are immersed in a 'new' dynamic but with situations that are already everyday: the little ones do their homework on their tablets, the older ones make purchases from their smartphones or we know the weather forecast through a speaker.
Given this scenario, it is normal for user trends to change and new patterns of behavior and consumption begin to settle. Amazon is a clear example of this and that entails exploiting advertising on Amazon in different ways, as we will see below.
Brief history of Amazon
To give a bit of context and to understand the magnitude of the advertising movement on Amazon, it is convenient to review the history of one of the most famous marketplaces.
Amazon began as a portal specialized in the sale of eBooks and books. Over time, the instinct of his chief executive officer, Jeff Bezos, has led him to reap astonishing business figures that are improving year after year.
Amazon's operation is based on being a platform that connects sellers with buyers. Their business is based on the fact that each sale that is registered carries a percentage for the marketplace. On the other hand, you also earn income by advertising on Amazon so that products appear as featured in places with greater visibility.
Its great success lies in its wide variety of products just a few clicks away, but also in giving the user power by facilitating shipments, returns, allowing to leave opinions or evaluate the purchase.
Advantages of advertising on Amazon
✦ Greater visibility: as we will see later, different types of advertising can be done on Amazon. Whichever one is chosen, a seller will achieve greater visibility in every way: products, brand or store.
✦ Increase in sales: it is clear that having a presence on a portal like Amazon is almost mandatory for all ecommerce. Nowadays, many of the searches that are made on the internet already include the term Amazon, such as: 'Amazon refrigerator' or 'buy Amazon racket'. Being present on this portal will allow users to represent a purchase option, especially when choosing to advertise on Amazon.
✦ High degree of user interest: when a user enters Amazon they already have in mind that they are going to make a purchase. These searches tend to be more transactional in nature than those made on Google. The user is more advanced in the sales funnel and their interest is greater.
Advertising 'Store' on Amazon
As a result of the aforementioned advertising on Amazon, if the user clicks on the company logo, they will access their 'store'. This is like a small landing within Amazon with all the seller's listed products.
The creation of these pages is very simple; there are predefined templates that allow you to create categories or present products quickly with the 'drag and drop' system. It can be tailored to the seller's taste with fully personalized images, videos or texts.
In addition to having its own section within Amazon in which to offer the entire catalog, it also has the advantage of having its own URL. In this way, it can be used to redirect traffic to that 'Store' through other marketing channels and exploit this type of advertising much more on Amazon.
Other advertising products on Amazon
Display campaigns on Amazon
Advertising on Amazon allows you to promote yourself through creatives in the form of banners. They can be created from your own material or choose to have Amazon create them directly.
These pieces will be displayed both within Amazon and on external websites or applications. It is not necessary to be reinstated of seller account within Amazon to have a campaign of this type.
Its operation is through CPM, cost per thousand impressions, and it will depend on the type of format and the site where it is printed.
Video advertising
Like the previous format, it is also displayed on the Amazon web and app or external sites. With this type of campaign, as with Ads video, it is possible to transmit more with other more rigid formats, but for this they have to hook and capture the user's attention. The success of advertising on Amazon using video is in the creativity of this visual piece.
Custom Ads
This type of advertising is available to only a few. Different actions are executed both online and offline to carry out a 360º campaign from Amazon. Amazon's personalized ads are subject to its advertising consultants, who will be in charge of guiding and advising on the most impactful way to reach the audience with an attractive and disruptive advertising.
Amazon DSP
This platform allows you to programmatically advertise on Amazon portals and applications. They can be developed by yourself or choose to delegate the management of advertising in the hands of Amazon managers.
