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Amazon Advertising

Target Your Prime Audience

Amazon Advertising (formerly AMS or Amazon Marketing Services) is a service that works in a similar way to pay-per-click ads on Google: sellers only pay when shoppers click on ads (regardless of whether or not the item sells).

With so many users today making purchases on Amazon, how do you know if it’s right for you and your business…

Any business who wants to gain more visibility to their products on Amazon can pay for these positions by bidding on specific keywords, which will lead to higher visibility in the Amazon SERPs. The advertiser will then be charged when a shopper clicks on their ad. You can essentially see Amazon’s advertising platform as the Amazon version of Google AdWords.

If you think that Amazon Ads is a good fit for your business’s products, here are some of the types of campaigns that you should consider.

There are 300 million Amazon users and counting!

Amazon Sponsored Product Ads

Sponsored product ads operate in a similar wat to ads run through the Google Shopping Network. These are the ads that drive Amazon searchers directly to a specific product you’re selling.

When shoppers click on your sponsored product ad, they’ll be directed to the ad’s product detail page. These ads are keyword-targeted, and advertisers have the option of choosing from exact, phrase, or broad match types. Advertisers also have the control of setting a daily budget, as well as the campaign duration. While the campaign can be paused at any time it must run for at least 1 day.

Headline Search Ads

Headline search ads display in the search result pages as headline banner ads always above the result listing. These ads are cost-per-click, and lead searchers to any specified page on Amazon.

This landing page is typically a customized branded page and directed me when I clicked on their headline ad.

These ads are also keyword targeted and can be used to promote 3 or more products together. Headline search ads also use a cost-per-click method. There are also only two keyword match-types supported for headline search ads – exact and phrase match. Lastly, there is a minimum campaign budget for these ads and a limit of spend per day. Campaigns can be scheduled to run up to four months in advance.

Amazon Product Display Ads

Lastly, you can use a product display ads that work a bit differently than the two ad formats above. These ads are not keyword targeted, but rather interest or product targeted display ads. They drive shoppers to the products detail page and are also priced by a cost-per-click method.

Your business can select from a long list of products (for example, similar products to what you’re selling) or interests (for example, if the shopper is interested in running) to target these ads to relevant shoppers. It’s important to note that each campaign is limited to one target type. These ads can appear to the right or at the bottom of the search results, on the customer reviews page, at the top of the offer listings page, as well as in Amazon marketing emails.


Contact us now and we can guide you through Amazon Advertising!