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There’s a lot of work that goes into getting your ecommerce products ready to sell on Amazon. Product research, sourcing, shipping logistics, and fulfillment are hurdles that entrepreneurs all need to navigate. 

It would be easy enough to imagine that once you made it past all of that, things might get easier. Unfortunately, that’s not the case. Not with millions of sellers vying for the same customers’ attention. You need to find a way to stand out from the crowd and drive targeted traffic to your listings. 

This is where Amazon advertising comes into play.

Amazon’s own native advertising platform gives you a powerful set of tools to increase product visibility, attract relevant customers, and ultimately boost sales. By leveraging the platform’s vast user base and targeting capabilities, you can reach shoppers at various stages of the buying journey, from initial product discovery to final purchase decisions.

This post focuses on two main topics. First, we’ll look at three big reasons why it’s more important than ever to utilize Amazon advertising to put your product in front of the perfect online shopper. The second part of this post details five overlooked strategies that you can use to differentiate your Amazon advertising campaigns from those using a cookie cutter approach. 

To begin, here’s why Amazon advertising matters more than ever in 2024:

Increased Competition on the Amazon Marketplace

• The number of sellers on Amazon has grown exponentially in recent years, making it harder for individual products to stand out organically.
• With millions of products available, customers often make purchasing decisions based on the first few search results they see.
• Advertising allows you to gain visibility and compete effectively, even against larger or more established brands.
• As competition continues to intensify, investing in advertising has become a necessity, and ensuring that your products are seen by potential customers.

The Rise of Amazon as a Product Search Engine

• More and more customers are starting their product searches directly on Amazon, rather than using traditional search engines like Google.
• Amazon has become the go-to destination for product discovery, research, and purchasing, with over 60% of online shoppers starting their search on the platform.
• By advertising on Amazon, you can tap into this massive audience of ready-to-buy customers and increase your chances of being discovered.
• Advertising allows you to appear in prominent positions when customers search for relevant keywords, increasing visibility and driving targeted traffic to your listings.

The Evolution of Amazon’s Advertising Ecosystem

• Amazon’s advertising platform has evolved significantly in recent years, offering you a wide range of ad formats and targeting options.
• From Sponsored Products and Sponsored Brands to Sponsored Display and video ads, you can now create diverse, visually engaging campaigns to reach customers at various stages of the buying journey.
• Amazon’s advanced targeting capabilities allow you to reach specific customer segments based on demographics, interests, behaviors, and past purchasing history.
• The ability to retarget customers who have previously interacted with your products has made advertising even more effective in driving repeat sales and fostering customer loyalty.
• As Amazon continues to invest in its advertising technology and introduce new features, sellers who leverage these tools will be better positioned to succeed in the competitive ecommerce landscape.

5 Overlooked Amazon Ad Strategies 

Keywords play a big role in making sure that your product listings AND ad campaigns show up for the right audience. Sponsored Products Ads are a powerful tool for driving product visibility and sales, Sponsored Brands Ads offer a unique opportunity to promote brand awareness and drive customer loyalty. Amazon’s Sponsored Display Ads allow you to reach customers both on and off Amazon, leveraging retargeting capabilities and audience targeting. 

But, to a certain degree, it’s 2024 and everyone is checking those boxes. The next five strategies aren’t utilized by those Amazon sellers that are often putting in the minimum amount of effort. 

Here’s where you, and your product can shine. 

1. Utilize Amazon’s Demand-Side Platform (DSP)

Amazon DSP allows sellers to programmatically buy ad placements not only on Amazon but across various third-party websites and apps. With DSP, sellers can reach a wider audience, including those who may not be actively searching on Amazon but have shown interest in similar products.

Sellers can create highly targeted campaigns based on audience segments, such as in-market audiences, lifestyle segments, and even competitor’s customers.

2. Leverage Social Commerce Such as Amazon Live 

Amazon Live is a live-streaming platform within Amazon where sellers can showcase their products, provide demonstrations, and engage with potential customers in real-time.

By hosting live sessions, sellers can build trust, answer questions, and drive direct sales through interactive product links displayed during the stream. Sellers can promote their Amazon Live sessions through social media, email marketing, and even by using Amazon’s advertising options to attract more viewers.

3. Collaborate with Amazon Influencers

Amazon has its own influencer program where content creators can earn commissions by promoting products to their followers. Sellers can partner with relevant influencers to showcase their products, provide reviews, and drive traffic to their listings. Influencer collaborations can help sellers tap into new audiences, increase brand awareness, and generate social proof for their products.

4. Explore Amazon Attribution 

Amazon Attribution is a tool that allows sellers to measure the impact of their advertising campaigns outside of Amazon, such as on social media, email marketing, or third-party websites. By using unique tracking links, sellers can gain insights into how their off-Amazon marketing efforts contribute to sales and conversions on the platform.

This data can help sellers optimize their overall advertising strategy and allocate budgets more effectively across various channels.

5. Experiment with Amazon’s New Ad Formats

Amazon continuously introduces new ad formats to help sellers engage with customers in innovative ways. For example, Sponsored Brands Video ads allow sellers to showcase their products through short, engaging video content that appears in search results.

Sellers can also explore options like Sponsored Display ads on the Amazon Alexa home screen, which can reach customers using Echo Show devices. Staying up-to-date with Amazon’s latest ad formats and experimenting with them can give sellers a competitive edge and help them stand out from the crowd.

How Canopy Management Can Help

Amazon advertising has for a long time offered ways to help you unlock growth potential and stand out in a competitive marketplace. Over the last year, the platform has grown exponentially. 

That’s both good and bad. It’s also where the Amazon advertising experts at Canopy Management come in. 

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation