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Amazon Advertising

Amazon Advertising

As an Advanced Amazon Advertising Partner, our team has over 100 years of combined experience launching global brands on Amazon.

As an Advanced Amazon Advertising Partner, our team has over 100 years of combined experience launching global brands on Amazon.

What is Amazon Advertising?

What is Amazon Advertising?

Amazon Advertising Defined

Amazon Advertising Model

Amazon Advertising Model

The Relationship Between Amazon's Organic Search and Amazon Ads 

The Relationship Between Amazon's Organic Search and Amazon Ads 

Why PPC Ads Are Important For Your Business

Why PPC Ads Are Important For Your Business

Types of Amazon PPC Advertising

Sponsored Display Ads

Additonal Advertising Strategies for Brand Registered Sellers

Amazon Brand Stores

Amazon Attribution

Summary

Types of Amazon PPC Advertising

Sponsored Display Ads

Additional Advertising Strategies for Brand Registered Sellers

Amazon Brand Stores

Amazon Attribution

Summary

The Relationship Between Amazon's Organic Search and Amazon Ads 

Why PPC Ads Are Important For Your Business

Types of Amazon PPC Advertising

Sponsored Display Ads

Additional Advertising Strategies for Brand Registered Sellers

Amazon Brand Stores

Amazon Attribution

Summary

The Relationship Between Amazon's Organic Search and Amazon Ads 

One of the biggest online marketplaces, Amazon is very well-liked by consumers who shop online. Some customers are so loyal to Amazon that they would never consider purchasing goods from any other online retailer. 
Amazon's dominant market share is matched by fierce competition among its merchants. As a result, the world of Amazon Advertising is growing, and to optimise their return on investment (ROI), sellers need to take a smart and flexible approach to advertising. 
One of the biggest online marketplaces, Amazon is very well-liked by consumers who shop online. Some customers are so loyal to Amazon that they would never consider purchasing goods from any other online retailer.


Amazon's dominant market share is matched by fierce competition among its merchants. As a result, the world of Amazon Advertising is growing, and to optimise their return on investment (ROI), sellers need to take a smart and flexible approach to advertising. 

Amazon Advertising, formerly known as Amazon Marketing Services or AMS, functions similarly to Google's pay-per-click advertisements. Amazon sellers are only charged when customers click on advertisements; they are not charged if the goods are ultimately sold. 

Amazon's advertising business has grown quickly, especially as it expands the range of products it offers within its ecosystem. With the launch of Amazon DSP (Demand Side Platform), vendors can now buy display and video advertising programmatically on a broad scale, reaching viewers on a variety of platforms including Amazon.com, Fire TV Sticks, IMDb.com, Kindles, Freedive, and other websites, applications, and platforms. 

Amazon Advertising, formerly known as Amazon Marketing Services or AMS, functions similarly to Google's pay-per-click advertisements. Amazon sellers are only charged when customers click on advertisements; they are not charged if the goods are ultimately sold. 


Amazon's advertising business has grown quickly, especially as it expands the range of products it offers within its ecosystem. With the launch of Amazon DSP (Demand Side Platform), vendors can now buy display and video advertising programmatically on a broad scale, reaching viewers on a variety of platforms including Amazon.com, Fire TV Sticks, IMDb.com, Kindles, Freedive, and other websites, applications, and platforms. 

Pay-per-click (PPC) advertising is how Amazon Advertising sets itself apart from some other marketplaces. For example, eBay uses the pay-per-sale (PPS) revenue model for promoted Listings. 


On Amazon, there is a relationship between ads and organic search. By presenting top-selling and highly converting products that match user inquiries, the platform hopes to increase sales. To showcase products most likely to generate sales, Amazon gives priority to those with a strong history of sales and feedback. 

Organic rankings for these products rise in tandem with an increase in feedback and sales. 

It is a well-known truth that the growing competition on Amazon plays a major role in the advertising sector's annual growth. Amazon had an astounding 32% year-over-year increase in ad income in the most recent year, rising from $21 billion to $31 billion. 

PPC advertisements have become very popular among brands of all sizes and Amazon merchants. A noteworthy figure shows that 71% of third-party (3P) retailers and 79% of first-party (1P) vendors use Amazon PPC in some capacity. 

Although many merchants benefit greatly from the general consumer preference for Amazon as an online store, there are worries about the possible negative effects of the marketplace's explosive expansion. 

For example, 59% of Amazon merchants worry that increased competition would result in price reductions, while an equal number are concerned about the possibility of increased advertising expenditures on Amazon. 

It is still possible to run lucrative advertising on Amazon with a well-thought-out approach, even with the rising trend in PPC prices. It becomes even more important to use Amazon advertising when launching new products. PPC advertisements provide a wider audience reach by means of simple keyword or product targeting campaigns, which in turn push the product to the top of search results. 

You can easily turn ad clicks into purchases by making sure you have an optimised listing, eye-catching images, and a high-quality product. Sales from these ads also help to enhance organic ranks for high-converting keywords, which keeps driving up overall sales. 

It should come as no surprise that 32% of sellers believe that using Amazon's advertising platform is essential to their business' success. 

Sponsored Brands, Sponsored Products, and Sponsored Display are the three categories of Amazon PPC advertisements. Although Sponsored Products is the most established and well-liked format for both 1P and 3P sellers, over time, sellers have been spending more on Sponsored Brands and Sponsored Display. 

Sponsored Products 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

Sponsored Brands, Sponsored Products, and Sponsored Display are the three categories of Amazon PPC advertisements. Although Sponsored Products is the most established and well-liked format for both 1P and 3P sellers, over time, sellers have been spending more on Sponsored Brands and Sponsored Display. 

Sponsored Products 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

In addition to appearing at the top of the Amazon search result page, among the organic results, and on pages featuring listings for rival products, Sponsored Products advertising can also be found there. 

  1. Ads with Automatic Targeting: Under this option, Amazon chooses keywords for you depending on the kind of goods you sell. If you're not sure which keywords to target, this is a great place to start. This lets you see the keywords that Amazon recommends and see how well they translate into sales. The disadvantage is that there are fewer optimisation choices than with manual targeting. 

  2. Manual Targeting Ads: Sellers are free to select the products or keywords they want to target. In addition to defining the keyword search specificity as broad match, phrase match, or exact match, they can also establish bespoke bids for each.


  • Broad Match: Additional terms may be included in a search query, and targeted keywords may appear in any order. For instance, if "marshmallow sticks" is your target keyword, your advertisement can also show up for searches like "marshmallow and hot dog sticks" and "marshmallow roasting stick." 

  • Phrase Match: Looks for the exact word combination you enter, but it may also contain words that come before or after. For example, "marshmallow sticks for roasting" and "campfire marshmallow sticks" are appropriate. Exact Match: Customers must enter your keywords precisely as you wrote them for your ad to appear. We will just target "marshmallow sticks"; there won't be any terms used before, after, or in between.   

There are two sorts of manual targeting campaigns that you can select from: 

Keyword targeting is the process of choosing keywords for your advertising campaign. If you offer fishing lures, for example, you may choose to target keywords like "fishing lure," "lure for fishing," "fishing accessories," and so on. 

Product targeting allows you to target competitors' listings instead of keywords in your ads. By targeting the ASINs of your rivals, you may make your advertising show up on their listings under the "Products related to this item" area, as previously demonstrated, using the example of fishing lures once more.

What are the benefits of sponsored products ads? 
They offer a simple and incredibly effective way to present your product to prospective buyers because you are aiming to reach people who are already using Amazon and ready to buy. You just need to show up in the search results, there's no need to lure them into a store or ask them to look for your goods. 
Sponsored Product advertisements are a great way to improve impressions, clicks, and sales, regardless of whether you have a new product and need to enhance awareness or if your product is routinely selling well. 
You should be aware that around sixty-six percent of Amazon sellers use Sponsored Product Ads for their products. This could mean higher advertising expenses in your sector. 

One notable relatively new addition to Amazon's self-service advertising options is Sponsored Display. Its ability to interact with relevant audiences both on and off Amazon is what makes it unique. It's true that you can now advertise to and retarget users on other websites and applications. 

Like Sponsored Brands, only vendors or sellers who have registered their brands may access Sponsored Display. 

The method of client targeting is the main difference between Sponsored Display, Sponsored Products, and Sponsored Brands. Sponsored Display targets potential buyers based on their interests, buying habits, and whether they have previously viewed your product's detail page, as opposed to concentrating on keywords or competitors' products. 

Amazon describes Sponsored Display as "a self-service display advertising solution designed to enhance your business and brand on Amazon by engaging shoppers throughout their purchase journey, both on and off Amazon." 

This basically implies that Amazon keeps note of the products that a particular customer views on their website and then displays them again in search results, rival listings, and on other websites or applications that the user frequently uses. 

Using this tactic, you can gently remind customers about your brand and product even after they have left your Amazon listing. 

Becoming a registered brand on Amazon has many more benefits than Sponsored Brands and Sponsored Display capabilities. There are a few more features that fall under Amazon Advertising for third-party sellers enrolled in Brand Registry. 

Your own online store within the Amazon marketplace is called an Amazon Store. It works like your own personal website, with the ability to create several pages, add subcategories, videos, and different modules to make your products look better than just a jumbled collection of search results. 

Additionally, you can direct customers to your business, removing any distractions from rival advertisements. This is described by Amazon as a "dedicated brand destination."

  • Helps brands build awareness and look more legitimate. 

  • Get your own custom “Amazon.com” URL. Ex. Amazon.com/YOURBRANDNAME. 

  • Easily design your Store with drag and drop tiles or pre-designed templates. 

  • Amazon provides Stores with an insights dashboard to view Store-related sales, visits, page views, and traffic sources both on and off Amazon. 

For brand-registered sellers, Amazon Attribution is a free advertising tool designed to track the effectiveness of their off-Amazon marketing campaigns. With the help of attribution, sellers may better understand the performance of their non-Amazon marketing channels with the help of comprehensive analytics and insights.  

Amazon Attribution allows you to measure which channels are the most effective for driving sales, optimising your campaigns and planning for future campaigns. With the proper metrics to look after, you’ll be able to make informed decisions about your external marketing efforts. 

As seen by their constant innovation and development of advertising solutions to increase sales, improve impressions, and raise brand awareness, Amazon is devoted to the success of sellers and brands.  

Although it's not a must for success on the site, adopting Amazon Advertising unquestionably has many advantages. It's important to remember that your rivals will most likely be advertising on Amazon even if you decide not to.  

Brands benefit more and more from joining the Brand Registry programme. Creating video advertisements and retargeting users outside of the Amazon platform makes it sensible to launch a minimum of one campaign. 

Sponsored product advertisements continue to be an extremely successful way for businesses to outperform rivals, attract new clients, and increase sales for those who haven't yet obtained brand registry. 

We hope this in-depth guide helps you understand a little more about how Amazon works in general and their specific types of ads you can run and how you can grow your business on Amazon. If you would like help advertising on Amazon, our team at Toucan are experts at helping brands succeed selling on Amazon so get in touch today if you would like to discuss more! 

One notable relatively new addition to Amazon's self-service advertising options is Sponsored Display. Its ability to interact with relevant audiences both on and off Amazon is what makes it unique. It's true that you can now advertise to and retarget users on other websites and applications. 

Like Sponsored Brands, only vendors or sellers who have registered their brands may access Sponsored Display. 

The method of client targeting is the main difference between Sponsored Display, Sponsored Products, and Sponsored Brands. Sponsored Display targets potential buyers based on their interests, buying habits, and whether they have previously viewed your product's detail page, as opposed to concentrating on keywords or competitors' products. 

Amazon describes Sponsored Display as "a self-service display advertising solution designed to enhance your business and brand on Amazon by engaging shoppers throughout their purchase journey, both on and off Amazon." 

This basically implies that Amazon keeps note of the products that a particular customer views on their website and then displays them again in search results, rival listings, and on other websites or applications that the user frequently uses. 

Using this tactic, you can gently remind customers about your brand and product even after they have left your Amazon listing. 

Becoming a registered brand on Amazon has many more benefits than Sponsored Brands and Sponsored Display capabilities. There are a few more features that fall under Amazon Advertising for third-party sellers enrolled in Brand Registry. 

For brand-registered sellers, Amazon Attribution is a free advertising tool designed to track the effectiveness of their off-Amazon marketing campaigns. With the help of attribution, sellers may better understand the performance of their non-Amazon marketing channels with the help of comprehensive analytics and insights.  

Amazon Attribution allows you to measure which channels are the most effective for driving sales, optimising your campaigns and planning for future campaigns. With the proper metrics to look after, you’ll be able to make informed decisions about your external marketing efforts. 

As seen by their constant innovation and development of advertising solutions to increase sales, improve impressions, and raise brand awareness, Amazon is devoted to the success of sellers and brands.  

Although it's not a must for success on the site, adopting Amazon Advertising unquestionably has many advantages. It's important to remember that your rivals will most likely be advertising on Amazon even if you decide not to.  

Brands benefit more and more from joining the Brand Registry programme. Creating video advertisements and retargeting users outside of the Amazon platform makes it sensible to launch a minimum of one campaign. 

Sponsored product advertisements continue to be an extremely successful way for businesses to outperform rivals, attract new clients, and increase sales for those who haven't yet obtained brand registry. 

We hope this in-depth guide helps you understand a little more about how Amazon works in general and their specific types of ads you can run and how you can grow your business on Amazon. If you would like help advertising on Amazon, our team at Toucan are experts at helping brands succeed selling on Amazon so get in touch today if you would like to discuss more! 

It is a well-known truth that the growing competition on Amazon plays a major role in the advertising sector's annual growth. Amazon had an astounding 32% year-over-year increase in ad income in the most recent year, rising from $21 billion to $31 billion. 

PPC advertisements have become very popular among brands of all sizes and Amazon merchants. A noteworthy figure shows that 71% of third-party (3P) retailers and 79% of first-party (1P) vendors use Amazon PPC in some capacity. 

Although many merchants benefit greatly from the general consumer preference for Amazon as an online store, there are worries about the possible negative effects of the marketplace's explosive expansion. 

For example, 59% of Amazon merchants worry that increased competition would result in price reductions, while an equal number are concerned about the possibility of increased advertising expenditures on Amazon. 

It is still possible to run lucrative advertising on Amazon with a well-thought-out approach, even with the rising trend in PPC prices. It becomes even more important to use Amazon advertising when launching new products. PPC advertisements provide a wider audience reach by means of simple keyword or product targeting campaigns, which in turn push the product to the top of search results. 

You can easily turn ad clicks into purchases by making sure you have an optimised listing, eye-catching images, and a high-quality product. Sales from these ads also help to enhance organic ranks for high-converting keywords, which keeps driving up overall sales. 

It should come as no surprise that 32% of sellers believe that using Amazon's advertising platform is essential to their business' success. 

Sponsored Brands, Sponsored Products, and Sponsored Display are the three categories of Amazon PPC advertisements. Although Sponsored Products is the most established and well-liked format for both 1P and 3P sellers, over time, sellers have been spending more on Sponsored Brands and Sponsored Display. 

Sponsored Products 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

In addition to appearing at the top of the Amazon search result page, among the organic results, and on pages featuring listings for rival products, Sponsored Products advertising can also be found there. 

  1. Ads with Automatic Targeting: Under this option, Amazon chooses keywords for you depending on the kind of goods you sell. If you're not sure which keywords to target, this is a great place to start. This lets you see the keywords that Amazon recommends and see how well they translate into sales. The disadvantage is that there are fewer optimisation choices than with manual targeting. 

  2. Manual Targeting Ads: Sellers are free to select the products or keywords they want to target. In addition to defining the keyword search specificity as broad match, phrase match, or exact match, they can also establish bespoke bids for each.


  • Broad Match: Additional terms may be included in a search query, and targeted keywords may appear in any order. For instance, if "marshmallow sticks" is your target keyword, your advertisement can also show up for searches like "marshmallow and hot dog sticks" and "marshmallow roasting stick." 

  • Phrase Match: Looks for the exact word combination you enter, but it may also contain words that come before or after. For example, "marshmallow sticks for roasting" and "campfire marshmallow sticks" are appropriate. Exact Match: Customers must enter your keywords precisely as you wrote them for your ad to appear. We will just target "marshmallow sticks"; there won't be any terms used before, after, or in between.   

There are two sorts of manual targeting campaigns that you can select from: 

Keyword targeting is the process of choosing keywords for your advertising campaign. If you offer fishing lures, for example, you may choose to target keywords like "fishing lure," "lure for fishing," "fishing accessories," and so on. 

Product targeting allows you to target competitors' listings instead of keywords in your ads. By targeting the ASINs of your rivals, you may make your advertising show up on their listings under the "Products related to this item" area, as previously demonstrated, using the example of fishing lures once more.

What are the benefits of sponsored products ads? 
They offer a simple and incredibly effective way to present your product to prospective buyers because you are aiming to reach people who are already using Amazon and ready to buy. You just need to show up in the search results, there's no need to lure them into a store or ask them to look for your goods. 
Sponsored Product advertisements are a great way to improve impressions, clicks, and sales, regardless of whether you have a new product and need to enhance awareness or if your product is routinely selling well. 
You should be aware that around sixty-six percent of Amazon sellers use Sponsored Product Ads for their products. This could mean higher advertising expenses in your sector. 

One notable relatively new addition to Amazon's self-service advertising options is Sponsored Display. Its ability to interact with relevant audiences both on and off Amazon is what makes it unique. It's true that you can now advertise to and retarget users on other websites and applications. 

Like Sponsored Brands, only vendors or sellers who have registered their brands may access Sponsored Display. 

The method of client targeting is the main difference between Sponsored Display, Sponsored Products, and Sponsored Brands. Sponsored Display targets potential buyers based on their interests, buying habits, and whether they have previously viewed your product's detail page, as opposed to concentrating on keywords or competitors' products. 

Amazon describes Sponsored Display as "a self-service display advertising solution designed to enhance your business and brand on Amazon by engaging shoppers throughout their purchase journey, both on and off Amazon." 

This basically implies that Amazon keeps note of the products that a particular customer views on their website and then displays them again in search results, rival listings, and on other websites or applications that the user frequently uses. 

Using this tactic, you can gently remind customers about your brand and product even after they have left your Amazon listing. 

Becoming a registered brand on Amazon has many more benefits than Sponsored Brands and Sponsored Display capabilities. There are a few more features that fall under Amazon Advertising for third-party sellers enrolled in Brand Registry. 

Your own online store within the Amazon marketplace is called an Amazon Store. It works like your own personal website, with the ability to create several pages, add subcategories, videos, and different modules to make your products look better than just a jumbled collection of search results. 

Additionally, you can direct customers to your business, removing any distractions from rival advertisements. This is described by Amazon as a "dedicated brand destination." 

  • Helps brands build awareness and look more legitimate. 

  • Get your own custom “Amazon.com” URL. Ex. Amazon.com/YOURBRANDNAME. 

  • Easily design your Store with drag and drop tiles or pre-designed templates. 

  • Amazon provides Stores with an insights dashboard to view Store-related sales, visits, page views, and traffic sources both on and off Amazon. 

For brand-registered sellers, Amazon Attribution is a free advertising tool designed to track the effectiveness of their off-Amazon marketing campaigns. With the help of attribution, sellers may better understand the performance of their non-Amazon marketing channels with the help of comprehensive analytics and insights.  

Amazon Attribution allows you to measure which channels are the most effective for driving sales, optimising your campaigns and planning for future campaigns. With the proper metrics to look after, you’ll be able to make informed decisions about your external marketing efforts. 

As seen by their constant innovation and development of advertising solutions to increase sales, improve impressions, and raise brand awareness, Amazon is devoted to the success of sellers and brands.  

Although it's not a must for success on the site, adopting Amazon Advertising unquestionably has many advantages. It's important to remember that your rivals will most likely be advertising on Amazon even if you decide not to.  

Brands benefit more and more from joining the Brand Registry programme. Creating video advertisements and retargeting users outside of the Amazon platform makes it sensible to launch a minimum of one campaign. 

Sponsored product advertisements continue to be an extremely successful way for businesses to outperform rivals, attract new clients, and increase sales for those who haven't yet obtained brand registry. 

We hope this in-depth guide helps you understand a little more about how Amazon works in general and their specific types of ads you can run and how you can grow your business on Amazon. If you would like help advertising on Amazon, our team at Toucan are experts at helping brands succeed selling on Amazon so get in touch today if you would like to discuss more! 

Amazon Advertising Defined

Pay-per-click (PPC) advertising is how Amazon Advertising sets itself apart from some other marketplaces. For example, eBay uses the pay-per-sale (PPS) revenue model for promoted Listings. 


On Amazon, there is a relationship between ads and organic search. By presenting top-selling and highly converting products that match user inquiries, the platform hopes to increase sales. To showcase products most likely to generate sales, Amazon gives priority to those with a strong history of sales and feedback. 

Organic rankings for these products rise in tandem with an increase in feedback and sales. 

It is a well-known truth that the growing competition on Amazon plays a major role in the advertising sector's annual growth. Amazon had an astounding 32% year-over-year increase in ad income in the most recent year, rising from $21 billion to $31 billion. 

PPC advertisements have become very popular among brands of all sizes and Amazon merchants. A noteworthy figure shows that 71% of third-party (3P) retailers and 79% of first-party (1P) vendors use Amazon PPC in some capacity. 

Although many merchants benefit greatly from the general consumer preference for Amazon as an online store, there are worries about the possible negative effects of the marketplace's explosive expansion. 

For example, 59% of Amazon merchants worry that increased competition would result in price reductions, while an equal number are concerned about the possibility of increased advertising expenditures on Amazon. 

It is still possible to run lucrative advertising on Amazon with a well-thought-out approach, even with the rising trend in PPC prices. It becomes even more important to use Amazon advertising when launching new products. PPC advertisements provide a wider audience reach by means of simple keyword or product targeting campaigns, which in turn push the product to the top of search results. 

You can easily turn ad clicks into purchases by making sure you have an optimised listing, eye-catching images, and a high-quality product. Sales from these ads also help to enhance organic ranks for high-converting keywords, which keeps driving up overall sales. 

It should come as no surprise that 32% of sellers believe that using Amazon's advertising platform is essential to their business' success. 

Sponsored Brands, Sponsored Products, and Sponsored Display are the three categories of Amazon PPC advertisements. Although Sponsored Products is the most established and well-liked format for both 1P and 3P sellers, over time, sellers have been spending more on Sponsored Brands and Sponsored Display.

Sponsored Products 

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research.

Every seller begins their journey into Amazon advertising by launching a Sponsored Products campaign. This is the easiest kind of pay-per-click advertising to set up and doesn't require brand registration. It only takes a few minutes to establish a Sponsored Products campaign after conducting in-depth keyword research. 

In addition to appearing at the top of the Amazon search result page, among the organic results, and on pages featuring listings for rival products, Sponsored Products advertising can also be found there. 

  1. Ads with Automatic Targeting: Under this option, Amazon chooses keywords for you depending on the kind of goods you sell. If you're not sure which keywords to target, this is a great place to start. This lets you see the keywords that Amazon recommends and see how well they translate into sales. The disadvantage is that there are fewer optimisation choices than with manual targeting. 

  2. Manual Targeting Ads: Sellers are free to select the products or keywords they want to target. In addition to defining the keyword search specificity as broad match, phrase match, or exact match, they can also establish bespoke bids for each.


  • Broad Match: Additional terms may be included in a search query, and targeted keywords may appear in any order. For instance, if "marshmallow sticks" is your target keyword, your advertisement can also show up for searches like "marshmallow and hot dog sticks" and "marshmallow roasting stick." 

  • Phrase Match: Looks for the exact word combination you enter, but it may also contain words that come before or after. For example, "marshmallow sticks for roasting" and "campfire marshmallow sticks" are appropriate. Exact Match: Customers must enter your keywords precisely as you wrote them for your ad to appear. We will just target "marshmallow sticks"; there won't be any terms used before, after, or in between.   

There are two sorts of manual targeting campaigns that you can select from: 

Keyword targeting is the process of choosing keywords for your advertising campaign. If you offer fishing lures, for example, you may choose to target keywords like "fishing lure," "lure for fishing," "fishing accessories," and so on. 

Product targeting allows you to target competitors' listings instead of keywords in your ads. By targeting the ASINs of your rivals, you may make your advertising show up on their listings under the "Products related to this item" area, as previously demonstrated, using the example of fishing lures once more.

What are the benefits of sponsored products ads? 
They offer a simple and incredibly effective way to present your product to prospective buyers because you are aiming to reach people who are already using Amazon and ready to buy. You just need to show up in the search results, there's no need to lure them into a store or ask them to look for your goods. 
Sponsored Product advertisements are a great way to improve impressions, clicks, and sales, regardless of whether you have a new product and need to enhance awareness or if your product is routinely selling well. 
You should be aware that around sixty-six percent of Amazon sellers use Sponsored Product Ads for their products. This could mean higher advertising expenses in your sector. 

One notable relatively new addition to Amazon's self-service advertising options is Sponsored Display. Its ability to interact with relevant audiences both on and off Amazon is what makes it unique. It's true that you can now advertise to and retarget users on other websites and applications. 

Like Sponsored Brands, only vendors or sellers who have registered their brands may access Sponsored Display. 

The method of client targeting is the main difference between Sponsored Display, Sponsored Products, and Sponsored Brands. Sponsored Display targets potential buyers based on their interests, buying habits, and whether they have previously viewed your product's detail page, as opposed to concentrating on keywords or competitors' products. 

Amazon describes Sponsored Display as "a self-service display advertising solution designed to enhance your business and brand on Amazon by engaging shoppers throughout their purchase journey, both on and off Amazon." 

This basically implies that Amazon keeps note of the products that a particular customer views on their website and then displays them again in search results, rival listings, and on other websites or applications that the user frequently uses. 

Using this tactic, you can gently remind customers about your brand and product even after they have left your Amazon listing. 

Becoming a registered brand on Amazon has many more benefits than Sponsored Brands and Sponsored Display capabilities. There are a few more features that fall under Amazon Advertising for third-party sellers enrolled in Brand Registry. 

Your own online store within the Amazon marketplace is called an Amazon Store.

It works like your own personal website, with the ability to create several pages, add subcategories, videos, and different modules to make your products look better than just a jumbled collection of search results. 

Additionally, you can direct customers to your business, removing any distractions from rival advertisements. This is described by Amazon as a "dedicated brand destination."

For brand-registered sellers, Amazon Attribution is a free advertising tool designed to track the effectiveness of their off-Amazon marketing campaigns. With the help of attribution, sellers may better understand the performance of their non-Amazon marketing channels with the help of comprehensive analytics and insights.  

Amazon Attribution allows you to measure which channels are the most effective for driving sales, optimising your campaigns and planning for future campaigns. With the proper metrics to look after, you’ll be able to make informed decisions about your external marketing efforts. 

As seen by their constant innovation and development of advertising solutions to increase sales, improve impressions, and raise brand awareness, Amazon is devoted to the success of sellers and brands.  

Although it's not a must for success on the site, adopting Amazon Advertising unquestionably has many advantages. It's important to remember that your rivals will most likely be advertising on Amazon even if you decide not to.  

Brands benefit more and more from joining the Brand Registry programme. Creating video advertisements and retargeting users outside of the Amazon platform makes it sensible to launch a minimum of one campaign. 

Sponsored product advertisements continue to be an extremely successful way for businesses to outperform rivals, attract new clients, and increase sales for those who haven't yet obtained brand registry. 

We hope this in-depth guide helps you understand a little more about how Amazon works in general and their specific types of ads you can run and how you can grow your business on Amazon. If you would like help advertising on Amazon, our team at Toucan are experts at helping brands succeed selling on Amazon so get in touch today if you would like to discuss more! 

On Amazon, there is a relationship between ads and organic search. By presenting top-selling and highly converting products that match user inquiries, the platform hopes to increase sales. To showcase products most likely to generate sales, Amazon gives priority to those with a strong history of sales and feedback. 

Organic rankings for these products rise in tandem with an increase in feedback and sales. 

Amazon pay-per-click, or PPC, is exactly what it sounds like: you are charged by Amazon each time someone clicks on your advertisement, even if they don't end up making a purchase. 

Amazon provides third-party sellers with an easy-to-use advertising platform that allows them to quickly build up a variety of PPC advertising campaigns in a matter of minutes. The price you pay depends on several variables, including the style of advertisement, the keywords you target, and how competitive your niche is. 

Fortunately, Amazon provides merchants with the critical data they need to assess the effectiveness of any current campaign:


  • Clicks: this metric shows you the number of times your ads were clicked. Amazon adjusts your report for invalid clicks (clicks that were accidental or otherwise illegitimate), typically within 3 days.  

  • Impressions: how many times your ad was displayed to a customer on Amazon. 

  • Spend: how much you have spent per campaign. This equals the total amount of click charges per product ad. 

  • Sales: the total amount of product sales generated within one week of clicks on your ads. 

  • Advertising Cost of Sales (ACoS): this measures the efficiency of your ads and represents the percentage of your ad-generated sales that you spent through advertising. To calculate your ACoS, divide the total amount of money you spent on ads by the revenue generated by your ads.  

  • Return On Ad Spend (ROAS): another efficiency metric, and the inverse of ACoS. To calculate it, divide the sales dollars attributed to your ads by your ad spend. For example, a ROAS of 5 means for every $1 spent on ads, you receive $5 in revenue.


These metrics can help you set goals for your advertising campaigns.

 

What is Amazon's Pay-Per-Click (PPC)?

Amazon pay-per-click, or PPC, is exactly what it sounds like: you are charged by Amazon each time someone clicks on your advertisement, even if they don't end up making a purchase. 

Amazon provides third-party sellers with an easy-to-use advertising platform that allows them to quickly build up a variety of PPC advertising campaigns in a matter of minutes. The price you pay depends on several variables, including the style of advertisement, the keywords you target, and how competitive your niche is. 

Fortunately, Amazon provides merchants with the critical data they need to assess the effectiveness of any current campaign:


  • Clicks: this metric shows you the number of times your ads were clicked. Amazon adjusts your report for invalid clicks (clicks that were accidental or otherwise illegitimate), typically within 3 days.  

  • Impressions: how many times your ad was displayed to a customer on Amazon. 

  • Spend: how much you have spent per campaign. This equals the total amount of click charges per product ad. 

  • Sales: the total amount of product sales generated within one week of clicks on your ads. 

  • Advertising Cost of Sales (ACoS): this measures the efficiency of your ads and represents the percentage of your ad-generated sales that you spent through advertising. To calculate your ACoS, divide the total amount of money you spent on ads by the revenue generated by your ads.  

  • Return On Ad Spend (ROAS): another efficiency metric, and the inverse of ACoS. To calculate it, divide the sales dollars attributed to your ads by your ad spend. For example, a ROAS of 5 means for every $1 spent on ads, you receive $5 in revenue.


These metrics can help you set goals for your advertising campaigns.

What is Amazon's Pay-Per-Click (PPC)?

What is Amazon's Pay-Per-Click (PPC)?

What is Amazon's Pay-Per-Click (PPC)?

Amazon pay-per-click, or PPC, is exactly what it sounds like: you are charged by Amazon each time someone clicks on your advertisement, even if they don't end up making a purchase. 

Amazon provides third-party sellers with an easy-to-use advertising platform that allows them to quickly build up a variety of PPC advertising campaigns in a matter of minutes. The price you pay depends on several variables, including the style of advertisement, the keywords you target, and how competitive your niche is. 

Fortunately, Amazon provides merchants with the critical data they need to assess the effectiveness of any current campaign:


  • Clicks: this metric shows you the number of times your ads were clicked. Amazon adjusts your report for invalid clicks (clicks that were accidental or otherwise illegitimate), typically within 3 days.  

  • Impressions: how many times your ad was displayed to a customer on Amazon. 

  • Spend: how much you have spent per campaign. This equals the total amount of click charges per product ad. 

  • Sales: the total amount of product sales generated within one week of clicks on your ads. 

  • Advertising Cost of Sales (ACoS): this measures the efficiency of your ads and represents the percentage of your ad-generated sales that you spent through advertising. To calculate your ACoS, divide the total amount of money you spent on ads by the revenue generated by your ads.  

  • Return On Ad Spend (ROAS): another efficiency metric, and the inverse of ACoS. To calculate it, divide the sales dollars attributed to your ads by your ad spend. For example, a ROAS of 5 means for every $1 spent on ads, you receive $5 in revenue. 

These metrics can help you set goals for your advertising campaigns.

Amazon pay-per-click, or PPC, is exactly what it sounds like: you are charged by Amazon each time someone clicks on your advertisement, even if they don't end up making a purchase.


Amazon provides third-party sellers with an easy-to-use advertising platform that allows them to quickly build up a variety of PPC advertising campaigns in a matter of minutes. The price you pay depends on several variables, including the style of advertisement, the keywords you target, and how competitive your niche is. 


Fortunately, Amazon provides merchants with the critical data they need to assess the effectiveness of any current campaign:


  • Clicks: this metric shows you the number of times your ads were clicked. Amazon adjusts your report for invalid clicks (clicks that were accidental or otherwise illegitimate), typically within 3 days.  

  • Impressions: how many times your ad was displayed to a customer on Amazon. 

  • Spend: how much you have spent per campaign. This equals the total amount of click charges per product ad. 

  • Sales: the total amount of product sales generated within one week of clicks on your ads. 

  • Advertising Cost of Sales (ACoS): this measures the efficiency of your ads and represents the percentage of your ad-generated sales that you spent through advertising. To calculate your ACoS, divide the total amount of money you spent on ads by the revenue generated by your ads.  

  • Return On Ad Spend (ROAS): another efficiency metric, and the inverse of ACoS. To calculate it, divide the sales dollars attributed to your ads by your ad spend. For example, a ROAS of 5 means for every $1 spent on ads, you receive $5 in revenue.


These metrics can help you set goals for your advertising campaigns.

 

What is Amazon's Pay-Per-Click (PPC)?

Why PPC Ads Are Important For Your Business

Types of Amazon PPC Advertising

Sponsored Display Ads

Additional Advertising Strategies for Brand Registered Sellers

Amazon Brand Stores

Amazon Attribution

Summary

Your own online store within the Amazon marketplace is called an Amazon Store. It works like your own personal website, with the ability to create several pages, add subcategories, videos, and different modules to make your products look better than just a jumbled collection of search results. 

Additionally, you can direct customers to your business, removing any distractions from rival advertisements. This is described by Amazon as a "dedicated brand destination." 

  • Helps brands build awareness and look more legitimate. 

  • Get your own custom “Amazon.com” URL. Ex. Amazon.com/YOURBRANDNAME. 

  • Easily design your Store with drag and drop tiles or pre-designed templates. 

  • Amazon provides Stores with an insights dashboard to view Store-related sales, visits, page views, and traffic sources both on and off Amazon.