The Ultimate Guide to Amazon Advertising

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I’m ready to bet, whenever you have online marketing strategy discussions with your team, you typically discuss the same three to four social platforms — Fb? Check. Instagram? Check. Pinterest? Check.

But — what about Amazon?

In 2018, Amazon launched “Amazon Advertising”, (formerly Amazon Marketing Services, or even AMS), as a search marketing solution for Amazon vendors. Similar to pay-per-click ads on the search engines, sellers only pay when buyers click on ads.

AMS will be rapidly growing. In fact , Amazon’s ad revenues are projected to amount to 12. 75 billion dollars in 2020, with an amazing 23% growth since 2019.  

If you’re already not really using AMS , your team should consider it. Amazon Advertising can become a core advertising system for many businesses, as well as a good alternative to Google and Facebook.

To help you get started advertising upon Amazon, we’ve created this particular ultimate guide that fleshes out each type of ad you can run on Amazon and several of their best practices. Read on to learn how to advertise on the e-commerce platform in 2020.

Continue reading, or jump to a specific type of Amazon advertising:

1 . Amazon Sponsored Advertisements

2 . Amazon Headline Search Ads

3. Amazon Item Display Ads

4. Amazon Native Advertisements

5. Amazon . com Video Ads

6. Amazon Stores

Amazon Advertising Strategy

Even though we’ll be describing five unique varieties of Amazon advertisements that all possess different best practices, here are seven general tips for shaping a successful Amazon advertising strategy:

1 . Determine your goals.

Whether you want to drive a lot more sales or boost brand awareness, Amazon allows you to straighten up your targets with your goals. For instance, you can deem your Advertising Cost of Sales (ACoS) as your metric of achievement if you’re focusing on driving a lot more sales.

Alternatively, you can deem impressions as your metric associated with success if you’re focusing on improving brand awareness.

Fortunately, Amazon divides its product web page up into “Objectives” if it’s easiest for you to figure out which usually Amazon ad product works best for you depending on your targets. For instance, video ads, screen ads, audio ads, plus custom advertising solutions are recommended if your goal would be to grow brand awareness.  

By working backwards out of your goals, you’ll ensure the particular strategy you implement upon Amazon is best-suited for your business needs.  

2 . Choose the right products to promote.

Advertising your most popular products gives you the best opportunity to convert clicks into buys. You should also make sure these products have been in stock and priced competitively.  

Alternatively, perhaps you have a new product or service for which you’d like to raise awareness. When choosing the right services or products to advertise, you’ll want to keep your goals in-mind, and also ensure an individual has done your research to determine whether Amazon is the right platform to showcase your items in the first place.  

several. Craft clear, concise, and compelling product detail pages.

Amazon ads can entice shoppers to visit your product detail pages, but the product detail page is what can ultimately turn those consumers into customers. To write a persuasive product details page, consider including accurate and descriptive titles, high-quality images, and relevant and useful product information.

4. Choose where you want to place your ads.

Amazon offers a variety of products within its full advertising suite — for instance, you can create voice ads to show across Alexa-enabled devices, video ads to stream across Fire TV or Amazon-exclusive sites like IMBD, or even display ads to bring in Amazon users to your brand name.  

Once you’ve determined whether or not voice, video, or search is right for you, you’ll want to investigate different options, including sponsored brand ads versus sponsored product ads (which we’ll discuss in the next step).  

Keep in mind, there are tons of opportunities to location your ads on numerous devices or sites with Amazon, so consider getting innovative. Perhaps an audio advertising that plays on Alexa-enabed devices is best-suited for your business, or maybe you’ll find the highest ROI with Amazon DSP, which allows you to reach Amazon . com audiences on both Amazon-owned and third-party sites and apps.

5. Test out subsidized brands versus sponsored items.

To explore the differences in between sponsored brands versus sponsored products, let’s consider the following illustration.

When I search “baby food” on Amazon, the first sponsored placement I see is Gerber’s sponsored brand post, which highlights a few different Gerber products to increase brand understanding and drive sales:  

gerber sponsored brand on amazon

However , consider what goes on when I click on an individual Gerber baby food product. In the base right of the product display screen right below the “Buy Now” button, I see the Happy Family Organics marketing for an individual product — Stage 4 Fiber & Protein baby food pockets:

happy tot sponsored product on amazon

This is the difference between a sponsored brand compared to a sponsored product blog post. Simply put, a sponsored brand post can display a few of your products or services, and is ultimately best-suited for companies aiming to enhance brand awareness around an entire product line.  

Alternatively, a sponsored product post is a cost-per-click (CPC) ad that promotes individual product listings on Amazon. If you’re looking to drive sales to a specific product or you’d like to target a niche audience (for instance, anyone who’s already clicked on a competitor’s product), this may be the better option for a person.

6. Use category-specific targeting.  

Amazon offers advanced targeting efficiency to help you display your items alongside top-rated products, or even alongside tangentially-related products — for instance, if you sell K cup technology for a keurig, you might function your ad to Amazon . com users who’ve searched for “keurig”.  

By using Product Attribute Targeting, you’re able to show advertisements to shoppers who’ve demonstrated interest in other products in your industry. This advanced concentrating on capability helps you maximize usefulness of your ads. Plus, this allows you to increase brand acknowledgement with a high-intent audience.  

For instance, when I search for basketballs on Amazon and simply click a Wilson product, I could scroll down and see an area labelled “Sponsored products related to this item”:  

sponsored products related to basketball on amazon

Avid basketball players are most likely more inclined to take a look at knee braces or sports activities cones, making this an effective ad placement. Even if shoppers arent’ in the 

even if I am not in the market right now, I will ideally keep these manufacturers in-mind for the future.  

7. Take advantage of negative keywords to reduce wasted spend.  

It’s important you avoid wasting ad spend simply by including negative keywords — or which keywords a person don’t want to appear meant for — to avoid serving your own ad to people who refuses to convert.  

Consider, for example, the difference between a search pertaining to “granola bars” and a search for “KIND granola bars”. You don’t want to appear in a search just for “KIND granola bars”, once the user is clearly determined to find a specific granola brand name.

For this reason, you might want to include brands like “KIND” or “Chewy” in your negative keywords list, so your ad can be offered to users with a a lot more general interest in perusing various granola brand products.  

You’ll also want to include undesirable keywords if they don’t relate with your product to avoid wasting your ad spend in the direction of people who aren’t interested in your own product. For instance, if your product isn’t gluten-free, you’ll want “gluten free” on your negative key phrases list.  

Additionally , you might consider getting more specific to target your own ads at a smaller, a lot more high-intent group of people. Rather than just targeting “granola bar”, you might try targeting “low-sugar granola bar”, for instance.

Sponsored Product Ads, you can find three types of keywords you are able to bid on if you decide to leverage manual targeting — broad, expression, and exact.

sponsored sock product on amazon

Broad keywords can include words after and before the target keyword, like “white hand mixers”, if you market hand mixers. Targeting these types of keywords will expose your ads to the greatest amount of traffic.

Phrase key phrases focus on how the sequence of the words you utilize changes the context of the query. For example , “stainless metal hand mixer” indicates you sell hand mixers. But “hand stainless steel mixer” indicates you sell stainless steel mixers, but not necessarily stainless steel hands mixers.

Exact key phrases are the the majority of constraining type of targeted key phrase — a shopper’s lookup query must contain the precise keyword for your ad to demonstrate up and no words can come before or after the keyword. For example , if you choose to target exact keywords, you can target an ad for “hand mixer”, but it won’t show up for that query “electric hand mixer”.

Using Sponsored Product Ads, you can also use automatic key word targeting, which leverages developed to target the most relevant key phrases for your product ads.

To gauge the performance of your ads, Sponsored Product Ads offers a reporting tool that will displays your ads’ keys to press, spend, sales, and advertising cost of sales (ACoS).

Amazon . com Sponsored Ads Best Practices


With Amazon Sponsored Item Ads, you can find keywords that have low conversion rates and banner them as negative. This way, Amazon will stop showing your ad to shoppers exactly who search for those queries. Ensuring you flag certain keywords as negative is critical — even if these keywords have a superior click-through-rate, their low conversion rate means they’re probably not reaching the right type of consumers.


Available in Manual Focusing on ad campaigns, you can leverage Bid+ to boost the odds of your ad appearing at the top of search engine results. You can only use Bid+ on ads that are permitted appear at the top of search engine results, but when you do, you can improve your default bid by up to 50%, keeping your top performing campaigns competitive, without needing to constantly adjust your bids manually.

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Currently referred to as Sponsored Brand Campaigns, this kind of Amazon advertising allows you to advertise keyword-targeted ads of several products above, below, and alongside search results.

Using Sponsored Brand Campaigns, you can target three types of keywords — branded product keywords, complementary product keywords, and subsidized products automatic targeting key phrases.

Branded product key phrases are a combination of your brand name and a item you sell.

Free product keywords are a bundle of two individual products that influence the demand for each various other and can be sold jointly (like ketchup and mustard).

Sponsored products automated targeting keywords are search queries you have already experienced success along with while running automatic targeted sponsored product campaigns.

Sponsored Brand Campaigns also allows you to feature up to three exclusive products in your ads, customize your ads’ image, heading, and landing page, and even assessments these elements.

Below is definitely an image from Amazon that will details the keywords which you can use for your sponsored brand advertisments:

Amazon details the various types of keywords.

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To determine how much a person pay for Sponsored Brand Advertisments, Amazon uses a pay-per-click, auction-based pricing model, so you’ll never pay more than you bid per click. In addition to guide bidding, you can choose automated bidding, which will optimize your ads for conversion.

If you want to know how well your commercials are performing, Sponsored Brand name Campaigns offers a reporting feature that displays your ads’ clicks, spend, sales, estimated win rate for key phrases, and ACoS (Advertising Cost of Sales).

Below, Shirt Intruders promotes three of their T-shirts. Clicking on each of the shirts goes specifically to the product web page. However , clicking on the “Shop Now” button below the particular copy takes you to its Amazon Store:

Shirt Invaders Amazon headline search ads above the search results. Image Source

Sponsored Brand Campaigns  Best Practices

Ad Creative

It’s a good idea to function three top-performing products in your Sponsored Brands Campaign to improve the amount of clicks and product sales your ads generate.

Amazon . com also recommends including your product’s top benefit in your ad’s headline because mobile consumers can only see the ad’s major image and headline.

Additionally , when describing your product, try not to claim your product is “#1” or a “Best Seller” — your ad refuse to get approved.


To operate the most accurate and productive tests, consider only changing one variable at a time, operate them for at least two weeks, and anchor the success of your tests to business targets.

Landing Page Design

With Sponsored Brands, you can direct consumers to your Amazon store or even a customized product page. Consider testing how different product pages convert visitors directly into customers, as well as the order in which your products appear.

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Search ads are ads that will populate on your website based off keywords that your clients search for on Amazon or even on your website.

Search ads on Amazon.

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Custom ads allow you to choose your own assortment of products you’d like to promote and place them on the product article posts.

Custom ads on Amazon feature men's running shoes.

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Amazon Native Ads Best Practice

Similar to a call-to-action on a blog post, make sure that your native shopping ads are extremely relevant to the pages you add them on. This way, when your website visitors finish reading your own post, the ads really are a natural next step and can lead to more conversions.

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If you need to work with Amazon’s video advertisement consultants, you can sign up for their own managed-service option, but to become eligible, you usually need to spend a minimum of $35, 000 on video ads.

Amazon Store. Using Amazon’s templates or drag-and-drop tiles, you can showcase your brand’s products or portfolio associated with work.

With Amazon Shops, brands get an Amazon . com URL and can view traffic analytics, which enables these to keep track of sales, traffic resources, and ad campaigns.

Additionally , creating an Amazon Shop is free.

Amazon Stores Best Practices

Once you create an Amazon Store, you can use the analytics tool to find the best performing keywords which have converted to sales. Additionally , the analytics tool will let you know which usually products sell.

This lets you know which products you might want to think about for a paid ad campaign. Plus, it also shows what potential buyers are interested in.

Below is definitely an example of an Amazon Store:

Kitchen Smart Amazon Store featuring their best products.

Image Resource

When you create a good Amazon Store, the best methods are similar to best practices of any landing page — use obvious photos, easy-to-read captions, plus clear pricing. Additionally , make sure you showcase your highest performing products. Or you could opt to introduce new products on your Store as well.

Before you craft your Store, come up with the products you would like to feature on your navigation. After that, list all your products you will showcase on those pages. Lastly, gather the apparent, professional photos of your product, write your captions, plus list your prices.

Ultimately, selling on Amazon can be an impactful marketing strategy for e-commerce brands. As consumers continue to keep lean into online shopping, Amazon advertising can play a big role in your online sales.

Editor’s note: This awesome article was originally published in February 2019 and has been updated for comprehensiveness.

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