Amazon Seller Central

Since Covid-19 start in early 2020, Amazon has more than doubled the size of its business. As of 2021, 50% of all brand or product-related purchase-centric keywords now take place in Amazon. So, whether you are a manufacturer or retailer, this means if you do not have an Amazon Seller Central or Amazon Vendor Central account, you are missing a large audience of buyers looking for your products.

Amazon is the largest Marketplace on the planet and offers multiple ways to do business. Manufacturers and/or Retailer can advertise their products on Amazon Seller Central and conduct the shipping themselves or use FBA (Fulfillment By Amazon) for an additional fee. Also, they can sell directly to Amazon as a wholesaler through an Amazon Vendor Central account and manage the Advertising as well. So, the more products you are able to sell, the more Amazon as a wholesale purchaser will buy from you.

Amazon’s Advertising is much different than Google Ads, or Microsoft Ads. With Amazon Advertising Campaigns you can target keywords to the actual products you want to advertise like Shopping Campaigns in Google Ads yet with the ability to select the keywords you want to advertise into segmented into Campaigns and Ad Groups. This is a feature that as of 2021 Google Ads or Microsoft Ads still does not provide.

Amazon Advertising has 4 types of Campaigns:

Sponsored Products

Sponsored Products are a cost-per-click advertising solution that enables you to promote the products you sell with ads that may appear in highly visible placements on Amazon. You select your products to advertise and choose keywords or product attributes to target. You control how much you want to spend on your bids and budgets and can measure your ads’ performance.

When customers click your ad, they are taken to the advertised product’s detail page. Amazon will only display your product ads when your product is the featured offer at the time the customer views the ad.

Sponsored Brands

Sponsored Brands and Stores is an excellent way to build your brand with typically a much great Return on Investment than you get when running Display Campaigns in Google Ads. Sponsored Brands campaigns help customers discover and engage with your brand in prominent search placements and generate awareness and consideration with customizable ads that link directly to a landing page or a Store.

Sponsored Brands ads feature your brand logo, a custom headline, and up to three of your products. These ads appear in multiple locations on desktop and mobile pages, including above search results. When Amazon shoppers click your brand logo, they go to a store or a simple landing page. Amazon vendors also have the option to direct shoppers to a custom landing page. When shoppers click a product, they go to the product detail page.

You also have the option to use a video ad to feature a single product with a video, as well as the product image and title. Video ads are eligible for mobile and desktop placements in search results. When Amazon shoppers click your video, they go to the product detail page.

These ads are cost-per-click, so you only pay when an Amazon shopper clicks your ad. You control how much you spend by setting your budget and choosing how much to bid per click.

Sponsored Display Advertising

Sponsored Display enables you to reach relevant audiences browsing both on and off Amazon. Sponsored Display campaigns use auto-generated display creatives that help inspire purchase and have the familiar Amazon look and feel. Based on the targeting options you select, your ads can run on Amazon desktop and mobile, both on detail pages and across other Amazon pages. Your ads can be configured to reach audiences off Amazon across third-party publishers. We use brand safety tools to help deliver your ads to trustworthy placements next to appropriate and relevant content. When shoppers click your ads, they are directed to the product detail page.

Sponsored Display ads are paused when items go out of stock. Once the item is back in stock, the campaign will go back to a running state, as long as this happens within the set campaign flight. There could be a delay of (generally) up to four hours for this to happen.

Sponsored Display is available to Amazon vendors and Amazon sellers who are registered brand owners.

Amazon DSP

Amazon DSP is a demand-side platform that enables advertisers to programmatically buy display, video, and audio ads both on and off Amazon.
Programmatically reach audiences across the web on both Amazon sites and apps as well as through our publishing partners and third-party exchanges using Amazon’s demand-side platform (DSP).

If you are new to Advertising on Amazon or not certain if your account is getting the best results possible, contact us today for a free account evaluation.