85% of UK shoppers use Amazon, with 15 million of those users signed up to Prime membership for fast or next-day delivery – that’s over a quarter of the adult population. With such a large ready-made customer base, it’s little wonder that Amazon has become the place for businesses of all sizes to sell their products.
Amazon’s popularity was already on the increase, but the COVID-19 pandemic boosted growth to unimaginable levels with more shoppers than ever before using the platform. The pandemic saw customers who had previously shopped in-store swayed by the convenience and price savings of shopping online.
As more customers turned to Amazon to shop, more brands turned to the platform to sell. Competition is fierce as advertising on Amazon promises high conversion rates at low cost-per-clicks, so to stand out from your competitors, you need a clear strategy that will ensure your products secure a key position in the search rankings. And that’s where Amazon marketing services can play a pivotal role.
Despite having access to many Amazon resources, most Amazon sellers are unaware of the Amazon marketing services available to them. So, here’s a quick breakdown of some of the different types of Amazon marketing services and what each can offer to your business.
Amazon Sponsored Products
If you’re looking to drive sales, Amazon Sponsored Products is one of the most effective Amazon marketing services. Sponsored product ads appear on almost every page of a customer’s buying journey – starting on the homepage and continuing throughout their search. As a result, they have a higher conversion rate than other ad types. A basic style of ad, they look very similar to organic search results and so customers often aren’t aware that they’re ads at all.
Amazon Sponsored Brands
Amazon Sponsored Brands (ads) appear immediately at the top of the search results when customers are searching for a specific product. The large banner ad pushes organic search results below the fold to showcase the sponsored brand. It also appears within the search results pages in between products for maximum visibility. Of all the Amazon marketing services, Sponsored Brands help your products stand out and help customers discover your brand and associate it with products they are interested in.
You can include your brand logo, a custom headline (such as a slogan or tagline) and up to three products in your advertisement, so make sure you showcase your best products
Amazon Sponsored Display
With Sponsored Display Ads, you pay for each click. They’re designed to help you reach audiences across the shopper journey, with ad placements both on and off Amazon. Sponsored Display is highly effective for remarketing campaigns as you can showcase your ads to customers who have previously viewed your products or ones similar to yours.
Target audiences for Sponsored Display Ads are created based on customer demographic data and shopping behaviour.
Here are just some of the benefits of Sponsored Display Ads:
- Drive traffic into your product listings
- Increase brand awareness in your niche category / sector
- Increase exposure of new products
- Drive traffic to new products
- Advertise on competitor’s product pages
Our experts at Melody, our Amazon agency can help you decide which Amazon marketing services will deliver the best ROI from your campaign. To discuss your project, call us now on 0203 923 4750.
This article was written by Matthew Howes, Ecommerce Director at Melody.
Image courtesy of Nordwood @ Unsplash.com.
