Advertising on Amazon
Already established as a revolutionary online retailer, Amazon is now becoming a major advertising network. Still comparatively small to Google AdWords and Facebook Ads, only making $1.7 billion in ad revenue last year, it’s still a unique advertising environment that could catch up to the major advertising networks in the next few years. This is because, unlike any other advertising networks, Amazon is a popular online marketplace, which attracts 180 million US visitors a month, and the company has a trove of valuable customer data.
Currently, all online marketing and advertising is supervised by Amazon Media Group (AMG). AMG has two advertising platforms: Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP). Both platforms can reach audiences on the Amazon app, web site, and on Kindle and Fire products.
Amazon Marketing Services (AMS)
There are three Pay-Per-Click products:
Sponsored Products
- Keyword or product targeting
- Appears on Search Results page
Headline Search Ads
- Keyword or product targeting
- Appears on Search Results page
Product Display Ads
- Keyword or product targeting
- Can also target specific Amazon Standard Identification Numbers
- Available in self-service portals
Amazon Advertising Platform (AAP)
A Demand Side Platform that allows brands to reach Amazon consumers beyond the web site via:
– Desktop and Mobile Display Ads
– Mobile Banner Ads
– Mobile Interstitial
– Video Ads
AAP can break down the audience into segments based on these unique factors:
- In Market: People who might make a purchase in the product category
- Lifestyle: Habitual long-term buyers of a category
- Contextual: Ability to reach the audience in real time while they browse through Amazon
- It can also target people based on who has looked for the brand and saw its products
- Service can be managed by Amazon Media Group or self-service
- Recommended more for brand awareness, not to increase sales
- Only way advertisers can buy ad space on Amazon’s own websites
Amazon is a forward-thinking company that has evolved beyond their core online retailer identity. Although their online marketing and advertising operations are fairly new, Team Vision Marketing highly recommends brands consider launching online marketing and advertising campaigns on Amazon, as we anticipate rapid growth in their offerings over the next couple years.
If your business is in need of a full-service advertising and marketing agency to help you with advertising, web site development, social media and digital marketing services, give Team Vision Marketing a call and let us help you out. In the meantime, check out some of our online marketing campaigns, social media programs and promotions in our online portfolio at www.www.teamvision.com/portfolio
Phone: (808) 536-0416
Email: info@www.teamvision.com
