Amazon is not just the biggest shop in the world – it is also one of the most important consumer portals online. More than half of all shoppers visit Amazon before they look anywhere else for their products, with 206 million consumers walking through Amazon’s virtual door every month.
What does this mean for small businesses? Well, a lot of things. But in particular: if you want your product or service to be seen, it pays to have it on view at Amazon. The good news is, you don’t actually have to sell through Amazon to achieve this visibility.
Your small business can consider advertising on Amazon whether you sell on Amazon or not, and whether you sell a tangible product or a service. Amazon Advertising is a $10bn business in the US alone, and over the past two years, the dotcom giant has focussed its efforts on developing the UK market. If your small business has spent that time developing a marketing strategy on Instagram and Facebook, now is the moment to complete your portfolio by participating in the Amazon ads phenomenon.
If you sell a tangible product, you can ‘sponsor’ it to appear within search results according to the product itself, as a seasonal offer, or within results about a commonly-searched brand. You can also use the more Google Ad-like Sponsored Display option, which puts your ad in front of consumers on relevant, non-Amazon pages as well as Amazon itself. In each case, you only pay when somebody clicks on your ad.
To promote a different kind of product or service, you can place image (‘display’) and video ads on Amazon, related sites, and across Amazon devices.
As with Facebook, Instagram, and Google, setting up a campaign on Amazon Advertising is fairly straightforward. To make a success of the campaign requires a bit more dedication – but we reckon the discipline is easy to pick up with the tips and insights we’ve uncovered.
Here is our guide for small businesses looking to start advertising on Amazon. How to target your adverts, convert leads, and ensure that every pound you invest in marketing your business provides value and a positive return.
Your business may not be the biggest in the world, but you can reach a significant local or global market with Amazon Advertising if you do it right. Are you ready to open your doors to millions of eager shoppers?
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Hatch, C. (2018). Amazon Advertising 101: Everything You Need to Know. disruptiveadvertising.com
Kenshoo. (2017). Amazon: The Big E-Commerce Marketing Opportunity For Brands. kenshoo.com
Quinn, J. (2019). How to Improve Your Amazon Ads to Increase Sales. singlegrain.com
Guthrie, C. & Hendrikse N. (2019). How to Set Up an Amazon PPC Advertising Campaign. salesbacker.com
Statista. (2019). Most popular retail websites in the United States as of December 2018, ranked by visitors. statista.com
Wallace, T. (2019). The Definitive Guide to Selling on Amazon [2019 Edition]. bigcommerce.co.uk
WordStream. (2019). 8 Advanced Tips for Advertising on Amazon. wordstream.com
White, R. (2019). The Ultimate Guide to Amazon Advertising. hubspot.com
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