Top 10 Amazon Advertising Features

The following are the 7 major advertising functions announced by Amazon last week. We are now based on the types of advertisements, applicable sellers, applicable categories, and the impact on Chinese sellers, so that you can quickly understand:

01Effect estimationForecast

"Forecast", which is very similar to Facebook ads, means that when you create an ad, Amazon will give you an estimate of the effect of your order based on the products you choose, your daily budget, and negative keywords. However, after the actual operation, it is found that the relevant functions are still in a very early stage, because:

Applicable ad types: Auto ads only

Applicable sellers: all sellers

Applicable categories: all categories

Impact on Chinese sellers: Very small, we use the same product and set a budget of $10 to $100, but the expected effect is the same, 1-15 orders per week.

02Keyword advertising preset function

Sponsored Products campaigns with presets are not new. According to data provided by Amazon at the conference, ads with preset functions can increase clicks by 77% and conversions by 29%. The relevant situation can also be seen from the data provided by Amazon above (77% clicks, 29% conversion lift).

Applicable ad type: keyword ad

Applicable sellers: all sellers

Applicable categories: all categories

Impact on Chinese sellers: Not much

03Image display ads

Image display ad Display Image Format. Amazon now increases the number of competitor ad slots from 1 to 3 below the shopping cart on the product page with the highest sales volume. The one that has the greatest impact on the listing conversion rate is called "Good Value Alternative" (more cost-effective products). And it is achieved through the current Display Image Format advertising and the past display advertising. In addition to this, Amazon will place this ad in another 9 ad slots.

Applicable ad types: Display ads

Applicable sellers: Sellers who have passed Brand Registry

Applicable categories: all categories

Impact on Chinese sellers: Great positive impact, will greatly increase product exposure and conversion rate

04Video Display Advertising

Video display ads (Display Video Format) Previously, video placement could only be done through brand ads, but now Amazon has opened several important positions for video ads on the site, which are:

(1) Amazon homepage (mobile terminal) advertising video display

(2) Amazon homepage (desktop) advertising video placement

(3) Competitor Listing product details page FAQ

Applicable ad types: Display ads

Applicable sellers: Sellers who have passed Brand Registry

Applicable categories: all categories

Impact on Chinese sellers: Great positive impact, will greatly increase product exposure and conversion rate

05 Amazon brand video advertising flagship store promotion

Sponsored Brand Video for Amazon Store promotes Sponsored Brand Video for Amazon Store. In the past, Amazon's video advertisements generally only promoted one ASIN (product), but now Amazon allows consumers to be directly guided to the flagship store through video advertisements.

Applicable ad types: Display ads

Applicable sellers: Sellers who have passed Brand Registry

Applicable categories: all categories

Impact on Chinese sellers: great, has a positive impact on the sales of the entire product in the flagship store

06Display video ad creative tools

Sponsored Display Video Creative. This is a material creation tool. You can now see it in the campaign management page – Creative. It can be said that the current templates and functions are still very few and very basic.

Applicable ad types: Display ads

Applicable sellers: All sellers who have completed brand registration

Applicable categories: all categories

Impact on Chinese sellers: helpful for newbies

In addition to the above features that are open to all Chinese sellers, Amazon has also introduced more ad types that are only available to U.S. sellers :

07Cashback display ads

It is called " Rewarded Sponsored Display" in Chinese . After hearing this name, I believe everyone will be surprised. Amazon prohibits cashback, and why can cashback be promoted through advertising now? But, yes, cashback ads will appear as a whole new form of advertising. Sellers will be able to tell customers in their ads how many Amazon Cash coupons (gift cards) they will receive for purchasing the product.

Applicable ad types: Display ads

Applicable sellers: Temporarily US sellers

Applicable categories: all categories

Impact on Chinese sellers: great negative impact

08 DSP Advertising for Non-Amazon Merchants

DSP Ads for Non-Amazon Merchants Sponsored Display for non-endemic brands. This ad is primarily to allow merchants that don't sell on Amazon (eg restaurants, auto insurance companies) to promote their products and services through Amazon's live-streaming platform Twitch.

Applicable ad type: DSP ad

Applicable sellers: Non-Amazon sellers

Applicable categories: catering, service industry

Impact on Chinese sellers: none

09 DSP digital collection advertising

DSP Digital Signage Ads in Amazon DSP. This ad is in very early stages and is only for Amazon Fresh and Whole Foods.

Applicable ad type: DSP ad

Applicable sellers: Amazon physical supermarket suppliers

Applicable categories: fresh food

Impact on Chinese sellers: none

10 AMC Enhanced Edition

Amazon Marketing Cloud (AMC) enhancements. This is still mainly for DSP advertising merchants, and Amazon can now show them more display and performance data.

Applicable ad type: DSP ad

Applicable sellers: Amazon's larger sellers

Applicable categories: all categories

Impact on Chinese sellers: small

The above article comes from Huiwang service account Author: Huiwang