Introduction: What is Amazon Advertising?

Amazon Advertising, formerly known as Amazon Marketing Services (AMS), is a suite of advertising solutions offered by Amazon to help businesses of all sizes find, attract, and engage customers at every stage of their journey. While the platform has been available since 2012, it has evolved significantly, becoming an essential tool for sellers and brands looking to increase their visibility and sales on Amazon.

Amazon Advertising offers a variety of ad types, including Sponsored Products, Sponsored Brands, and Sponsored Display, each designed to meet different advertising objectives. These solutions allow advertisers to reach shoppers on and off Amazon, making it a powerful platform for driving growth.

The Benefits of Amazon Advertising

Amazon Advertising provides a powerful way to promote your products within the vast Amazon marketplace. It offers the unique advantage of reaching customers who are actively searching for products like yours, with a high purchase intent.

The primary ad types include:

• Sponsored Products: These ads promote individual product listings and appear in shopping results and on product detail pages. They are a great way to drive sales and visibility for your products.
• Sponsored Brands: These ads showcase your brand and a collection of products. They appear in shopping results and feature your brand logo, a custom headline, and multiple products.
• Sponsored Display: These ads allow you to reach relevant audiences on and off Amazon. They can appear on the Amazon home page, product detail pages, and third-party websites and apps.

By leveraging these ad formats, you can effectively reach a large and engaged audience, driving both sales and brand awareness.

How Does Amazon Advertising Work?

The Amazon Advertising console is designed to be user-friendly and is structured around three core components: Campaigns, Ad Groups, and Keywords/Targeting.

• Campaigns: This is where you create and manage your advertising efforts. You’ll set the campaign name, budget, start and end dates, and the ad group name.
• Ad Groups: Within each campaign, you can create ad groups to organize and target your ads. You can set specific bids and targeting for each ad group.
• Keywords & Targeting: This is where you choose the keywords or products you want to target with your ads. You can also use audience-based targeting with Sponsored Display.