January 19, 2023
Advertising on Amazon, the World’s largest marketplace, has many benefits for brands of all industries and sizes. With Amazon’s growth showing no signs of slowing down, brands who advertise their products on Amazon can expect:
- Increased brand awareness
- High ROI
- Cost-effective CPC bids
- Access to an engaged audience that is ready to buy
- High conversion rates
Here, we’ll explore two of Amazon’s most popular advertising types, Amazon sponsored products and Amazon sponsored brands, to help you get up and running and make the most of the opportunities available.
Amazon Sponsored Products
One of the simplest advertising types on offer by Google, Amazon sponsored product ads use the classic CPC (cost-per-click) method to advertise your products in prominent positions, assuming your bid wins the auction. Product ads are tagged as ‘Sponsored’ and appear at the top and bottom of search result pages for relevant keywords, as well as occasionally on the right-hand side of the page and on product detail pages.
Amazon sponsored product ads target customers who are ready to buy and show them products they may be interested in based on their search history, buying behaviour and Amazon’s very own algorithm that is based on billions of real sales.
Amazon sponsored products are popular amongst advertisers as they can help brands accomplish a range of different goals whilst providing maximum control over spend, so brands can see exactly where their budget is being spent. Such control gives you an in-depth insight that you can use to distribute budget more effectively between campaigns, save money on underperforming campaigns and see your true ROI.
Amazon Sponsored Brands
Unlike sponsored products, Amazon Sponsored Brand ads drive traffic to your Amazon brand page instead of individual product pages. Appearing at the top of a search result page, brand ads show your brand name/logo, tagline and a selection of products that you want to highlight. Clicking on this ad takes the user to your Amazon storefront, which you can customise however you see fit – showcase your latest releases, your most popular products, seasonal items and more.
Amazon sponsored brands can expect to see the following benefits:
- The ability to create a custom shopping experience specifically for your Amazon customers
- Easy to monitor spend with CPC method
- Only pay for clicks on your ad
- In-depth reporting
- Puts your brand name and logo in a hard to miss, prominent position
- Can be customised with branded videos to be even more engaging
Every brand is different. Here at Melody, our Amazon agency work with you to achieve your individual business goals and create a shopping experience that makes you and your customers happy.
