Amazon is much more than just a retail site. It has become a marketplace and ecosystem with multiple billion dollar businesses under its roof. Amazon is now the third biggest ad supplier and expected to receive up to $38B in revenue by 2023.
The thing is, it cannot simply be managed like any other marketing channel. Amazon is re-inventing the game and creating new rules for the advertisers to follow.
“Facebook knows who your friends are. Google knows what you’re interested in finding on
the Internet. Amazon knows what you’ve bought, and has a pretty good idea of what you might want to buy next.” (Wired)
It is the power of the purchase data that really sets the Amazon Advertising opportunity above its competitors as well as the fact that Amazon doesn’t just reach consumers…it reaches shoppers.
If you want to win at the Amazon advertising game, you have to understand that it’s ecosystem is unique. Amazon is obsessed by the customer, and you will need to have the same mindset when building your advertising strategy on Amazon.
Amazon doesn’t just reach consumers…it reaches shoppers.
Data, data, data ! The biggest Amazon advantage is it’s customer data and all the advertising products offered by the platform are built to use that data. One of the most effective features of Amazon DSP, for example, is the ability to leverage Amazon customer data to target shoppers in and off Amazon. This allows you to continually improve campaign performance with granular optimization and take your marketing decision accordingly.
Here are some of the new kinds of Amazon specific data points that marketers need for great decision making:
- Organic Sales
- Ad-driven sales
- Search ranking
- Best seller ranking
- competitor prices
- Inventory levels
- Reviews and Ratings
- Ad placement
Need to know more about Amazon advertising ? Download our guide here or request a consultation.