02. Amazon Advertising
Types | Requirements | Placements | Goals
A. Types of Amazon Advertising
Amazon provides for a variety of Ad solutions through which you can find, attract and engagewith Amazon customers at every stage of their buying decision journey.
In figure 2.1, you can glance through the variety of ad solutions provided by Amazon. But this guide will specifically focus on Sponsored Products and Sponsored Brands in detail.
Every ad solution is different and enabled for different purposes.
Every ad solution of Amazon has a suite of ad placements within Amazon and off-Amazon catering to different stages of its customers in their buying decision path.
The below table 2.1 will broadly help you to understand in a nutshell about the type of ad solution, requirements, types and goals.
Table 2.1 - Requirements, Eligibility, Placements and Goals to run sponsored products and sponsored brands in Amazon
| Type | SPONSORED PRODUCTS | SPONSORED BRANDS |
|---|---|---|
| Requirements | Professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies | Professional sellers enrolled in the Amazon Brand Registry, vendors, book vendors, and agencies |
| Eligibility | Buy box, Eligible categories | Eligible categories |
| Placements | top of, alongside, or within search results Product listing pages | above, left of search results in desktop and mobile within search results in the app |
| Goals |
|
|
For every ad solution, Amazon has created superlative ad placements to maximize the reach to the audience with an intent to buy products.
Ad placements for each type are explained in detail further below in the respective sections of Sponsored Products (Section 3) and Sponsored
Brands (Section 4).
NOTE
- For Sponsored Product Ads, Amazon will display your product ads only when your product is in the Buy Box at the time the customer views the ad.
- Whereas for Sponsored Brands, the ads will be displayed irrespective of winning the buy box.
B. Goals of Amazon Advertising
For awareness and reach goals, sponsored campaigns generate long-term, new demand for your brand by reaching those who are not currently engaging with the product category.
For consideration stage of the buyer, campaigns will prompt customers to show interest and keep the products visible among customers considering a purchase. By such campaigns, it can generate short-term, new demand for your brand by reaching those considering the brand's category, but not currently considering the brand.
To convert customers at their final decision stage, campaigns can be promoted to influence the customers who are almost ready to make the purchase. Through these advertising campaigns, it can capture existing demand for their brand by reaching those already considering the brand.
You can drive brand loyalty and open up cross-selling and up-selling opportunities through customized storefronts or remarketing to existing brand customers or using Subscribe and Save offers among brand subscribers.
Depending on the stage of the product's lifecycle, you need to write down the goals you want to accomplish through advertising in Amazon.
If your brand or product is new, you should focus on creating awareness and reach out to the intended shoppers.
Every advertising goal indulges a different strategy (also depends on the product category, price, disposable income of the buyer etc) to finally accomplish sales. So, it is crucial to mark your goals and budget to build best amazon advertising strategies for your product.
Goals can be short-term and long-term. Budget and sales vary accordingly. If you wish to generate sales during a festive season, you can raise your marketing budget for short-term and deploy bombarding advertising strategies to boost maximum sales.