The Rise and Rise of Amazon Advertising

It’s probably fair to say that Amazon is well on the way to taking over the entire (business) world. With a staggering 31% share of the e-Commerce market in the UK, it’s hard to see who or what will stop Amazon’s frightening exponential growth. Obviously, after a development from simple online bookseller to business behemoth, there has been and continues to be radical changes in the business’s strategies. After the creation of Amazon Ads in 2008, the company has had a huge part to play in totally changing the dynamic of the advertising industry. With 90% of UK consumers using Amazon regularly, the site is fast becoming the main source for product searches, toppling Google’s monopoly of the market. What does all this mean for you? To put it simply, if you aren’t capitalising on Amazon Ads, you’re missing out big time.

Essentially, Amazon works similarly to Google AdWords and has become a search engine that has been capitalising on the advertising revenue that comes with that identity. Obviously, essential SEO practices play just as big a role on Amazon as they do on Google, but the importance of optimisation within the details of a product page needs to be even more of a priority. Not only are you advertising on Amazon but you’re directly selling there too, so be wary and ensure that listings are complete, accurate and detailed.

When you’re getting ready to advertise on the site, simply set up an Amazon seller or vendor account and once you’re on this path, you can begin constructing your ad campaigns. Start small, selling products you know have history selling successfully online and once you see a return on investment, expand your brands and keep the growth going. Also, don’t be scared to try out the three main types of advertising on the site, so you can get a clearer picture of your most effective strategy.

Similarly to Google, when a product is searched for on Amazon, a sponsored headline banner of two or three products shoot up to the top of the search page (as well as product pages themselves), optimised by keywords. Bidding on specific keywords leads to prominent visibility and recent advancements in their platform have allowed businesses to bid in a much simpler fashion with a self-serve platform, which allows brands access to audience matching. Product display Ads are more focused on targeting products rather than keywords and these drive consumers to the details of a product, showing up at the bottom or bottom right of search results. 

Amazon has managed to disrupt Google’s massive share of the search engine market, without even having the latter’s flexibility. Who will come out on top in the end remains to be seen, but one thing’s for sure: Amazon has no intention of slowing down.


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