Amazon sellers know that optimizing their Amazon listings can directly impact their product rankings — and sales. But what most sellers don’t know is how to make a winning Amazon SEO strategy and crack the algorithm. There are a lot of misconceptions out there about Amazon SEO and how it works. In this article, we’ll share some of the most recent findings from our experience optimizing Amazon content.
Let’s get started!
What is Amazon SEO?
Amazon search engine optimization (Amazon SEO) is the process of optimizing your Amazon product listings to improve their organic placement in Amazon searches for related keywords. When you optimize your product listing, you make it easier for Amazon to find your listing and show it to shoppers who are looking for something like your product.
Amazon SEO involves:
- Understanding the Amazon algorithm
- Amazon keyword optimization
- Amazon product title optimization
- Product image optimization
- Backend keywords
- Pricing strategy
Search results on Amazon can be broken down into two broad buckets, organic results and paid results. To have your brand featured in paid results, you’ll need to support that with an investment, bidding strategy, and optimizing the tactics for the type of result. On Amazon, these are called Sponsored Products and they are typically seen at the top of product search results, but they can also be interspersed with organic listings on the results page.
The other set of search results, the organic ones, don’t go to the highest bidder, but the ones Amazon determines are the most relevant to the users query and the most likely to result in a purchase. To determine which brands display in the prime real estate at the top of results, Amazon compares criteria for all product listings algorithmically.
Let’s start by diving into the algorithm Amazon uses to rank your products.
What is Amazon’s A9 and A10 Algorithm?
When someone mentions Amazon’s A9 or A10 algorithm, they are referring to the criteria that Amazon uses to rank products for a particular keyword on the Amazon search engine results page (SERP). However, Amazon doesn’t seem to use this industry terminology internally.
Amazon’s product search algorithm has traditionally been known as the A9 algorithm, named after A9.com, a former subsidiary of Amazon that took the lead on developing its search engine technology.
Like other major search engines, Amazon is consistently working to improve its algorithmic processes to provide better search results for its users. Substantial updates to the algorithm led the community to start referring to the current iteration as the A10 algorithm. A10 didn’t introduce a drastic shift in the criteria evaluated, but it did strengthen certain signals, and had a significant impact on the organic results.
How Does Amazon’s Ranking Algorithm Work?
Amazon ranks products based on how likely the searcher will be to purchase the product. But how does the Amazon algorithm figure that out?
First, Amazon looks at the keywords in the shopper’s search query. If your product listing doesn’t have every keyword in the search query, it probably won’t appear in the search results, which is why keyword optimization is a big piece of Amazon SEO.
Next, Amazon tries to assess purchase likelihood based on how well your product has performed in the past. To do this, the algorithm looks at these ranking factors at the keyword level:
- Search result click-through-rate (CTR)
- Conversion rate on the product page
- Overall sales
Your product might get more clicks and conversions for one search query than others — for example, if a searcher is looking for a specific color or size of the product and your product matches that description, they’re more likely to click on (and buy) that product.
To increase your CTR, conversion rate, sales, and rankings, you can use a variety of tactics and tools. Keep reading to learn how to optimize your keywords, product listing, and more to increase your Amazon SEO ranking.
How Amazon’s Search Engine Works
It’s important to start with a basic understanding of how the search experience works on Amazon. After we cover the building blocks of the Amazon search experience, the specific tactics to improve organic visibility will be more useful.
Amazon search box
Amazon features a search bar at the top of the page that serves as the starting point for a user’s search journey on the platform. As the query is typed in, Amazon auto populates suggested queries in a drop down below to assist users in narrowing down their search. These suggestions often include modifiers such as quantity, color, brands, and other product features.
Amazon offers a robust set of filters to help users narrow down their initial query and find the most relevant set of results for them. With an emphasis on good deals on the site, the price filter is one of the most popular, but users can also sort by reviews, brands, and product type.
Depending on the category your search is a part of, there will also be a variety of product specific filters. These can include things like material, color, size, and more. There are also different ways to sort the product assortment. This doesn’t change the items in the results set, but does change the order they appear. These include featured items, newest arrivals, best sellers, pricing low to high, and pricing high to low.
Search results page
After typing their search, users will be given a landing page consisting of relevant products to their query. Results are displayed in either a list or grid format with a varying number of products that appear on the first page.
The results will have various badges associated with them, such as best sellers, Amazon’s choice, limited time deals, products that have eligible coupons for additional savings, and more. At the bottom of search results, Amazon will typically show related searches. The final piece that makes up a significant portion of the search results page are Sponsored Products.
Sponsored Products are paid listings that populate on the search results page. Sponsored Product Ads have a small, sponsored tag to indicate their paid placement and can appear above, alongside, and interspersed within organic results. Pages can also have Sponsored Brand results, which highlight individual brands instead of specific products. These placements can be a useful way to ensure visibility on the first page of search results and effectively drive sales in the short term.
Amazon Best Sellers Rank
Amazon has a number of ranking factors it takes into account to display its search results, but one of the primary concerns is how well a product is selling. Amazon Best Sellers Rank is based on sales and updated constantly to reflect sales performance amongst a competitive set. Amazon tabulates this data from both a recent and a historical timeline to take note of shifts in consumer behavior. Being at the top of this list is the best way to maintain your organic visibility, so anything that supports more sales, including paid investments, will help with this.
11 Tactics to Improve Your Amazon Listing’s Ranking
Now that we’ve covered the basic building blocks of Amazon Search, here are a few key places to get started with tactical changes.
To find keywords for your Amazon listings, you can use an Amazon SEO tool like Merchant Words or Helium 10. Tools like these can tell you what people are searching for on Amazon when they want to buy your product (or your competitor’s product). This can be especially helpful when you have a brand-new listing when you don’t have any product data to lean on; you can learn from your competitors’ rankings.
From there, you can use Amazon PPC to gather data on which keywords help your product listings convert — then optimize for those keywords.
Optimize the product title for target keywords
Products with clear and detailed information are more likely to earn a higher click-through-rate and convert. The increase in sales will ultimately lead to better ranking. Here’s an overview of what sellers should keep in mind when designing Amazon product titles:
- Capitalize the first letter of each word
- Spell out measure words such as Ounce, Inch, and Pound
- Focus on benefits – and be descriptive
- All numbers should be numerals
- Don’t use ampersands (&) unless it’s part of your brand name
- If the size is not a relevant detail, do not list it in the title
- If the product does not come in multiple colors, the color should not be noted in the title
- Include your brand name
- Include manufacturer part numbers and model numbers as necessary
- Include Amazon keywords
On the flip side, sellers shouldn’t include the following information in their product titles:
- Price and quantity
- All caps
- Seller information
- Promotional messages such as “Sale”
- Suggestive commentary such as “Best Seller”
- Symbols ($, !, ?)
Below is an example of an optimized product listing for a bubble sleeve case. As you can see, when a shopper is looking for an iPad cover, the product’s main details are listed in the title, including the brand, color, and type of devices it is compatible with.
Depending on the category, there may be additional product title formulas for each item. Each product category has a specific product title formula.
All categories start with the brand and list the product name, but other attributes of the title may include:
- Model number
- Power output
- Size, color, quantity (if there is more than one)
Since the title is the first source of information for the customers during a search, all titles should follow Amazon’s style guidelines and have correct capitalization and spelling.
Optimize product bullets
The Amazon product detail page bullet points — aka the “Key Product Features” section — is located under the “Descriptions” tab (as seen below). Product features are the second most important part of your product listings to optimize for search rankings.
Amazon shoppers rely pretty heavily on bullet points to gather product information. The more descriptive the bullet points for your product pages are, the more you will sell on Amazon. And the more you sell on Amazon, the higher your product will rank.
Best practices for key product features:
- Highlight the top five features that you want your customers to consider, such as dimensions, warranty information, or age appropriateness
- Begin each bullet point with a capital letter
- Write in fragments and do not include ending punctuation
- Write all numbers as numerals
- Separate phrases in one bullet with semicolons
- Spell out measurements, such as quart, inch, or feet
- Do not write vague statements; be as specific as possible with product features and attributes
- Do not enter company-specific information; this section is for product features only
- Do not include promotional and pricing information
- Do not include shipping or company information. Amazon policy prohibits including the seller, company, or shipping information
Below is an example of a well-built out key product feature section for an Amazon Product Detail page:
Optimize product description
Product descriptions are typically a few paragraphs long, and they may require some light HTML. If you’re selling products in a category that Amazon regulates, make sure you follow all requirements — otherwise, your listing might get taken down for using the wrong terms.
Every product detail page should also describe the major product features, such as size, style, and what the product can be used for. Amazon encourages sellers to include accurate dimensions, care instructions, and warranty information and use correct grammar, punctuation, and complete sentences.
Do not include any of the following types of information:
- Seller name
- Email address
- Website URL
- Company-specific information
- Details about another product that you sell
- Promotional language such as “SALE” or “free shipping”
Optimize backend keywords
Amazon allows sellers to provide a list of keywords on the backend to influence product discoverability. These are 250 characters maximum length and invisible on the main listing, so it’s a great opportunity to ensure you’re covering all of your bases for keywords.
One key thing to remember is that these keywords must be “phrase match” – the order of the keywords matters. For example, “black leather shoes” and “shoes black leather” make a difference in visibility.
Here are a few other best practices to keep in mind:
- You don’t have to repeat keywords in a phrase — it doesn’t have an impact on your ranking
- Use either singular or plural versions of your keywords — adding both is not necessary
- It doesn’t matter whether or not you capitalize letters
- Amazon will match small typos to the correct spelling, so you don’t have to add misspelled versions of keywords
You can upload keywords in three different ways: Seller Central, .xml file, or .csv file.
Take advantage of these backend terms, and include alternate spellings of your products, add in related search terms, and create queries that your target audience is likely to search.
Use impactful product images
High-quality, professional photos on Amazon can be a gamechanger. The visual element can bring your product to life and remove obstacles for users looking to make a purchase. Despite the importance of using impactful images that highlight your product, brands still make the mistake of posting blurry photos.
To put your best foot forward, use a high-resolution camera or pay for a professional photographer. Use a white background to avoid anything that could distract from the product. Highlight different areas of the product from multiple angles that can be used as your alternate images.
Every product on Amazon needs one or more product images. The primary image of your item is called the “MAIN”. The MAIN image represents an item in search results and browse pages, and this is the first image customers see on an item’s detail page.
According to Amazon, advertisers should choose images that are clear, easy to understand, information-rich, and aesthetically pleasing. Images must accurately represent the product and show only the product that’s for sale, with minimal or no propping.
Here are some best practices to follow for your Amazon product images:
- Use professional photographs when possible
- Images should have an all-white background
- Images should be square
- Images should be at least 1,000 pixels wide by 1,000 pixels tall (1,000 x 1,000) 1,600 pixels or more is even better for users zooming in
- Product video and 3D product images can increase sales
- No illustrations: Main images must show the actual product (not a graphic or illustration)
- Images must accurately represent the product
- The product must fill 85% or more of the image
- Amazon accepts JPEG (.jpg recommended), TIFF (.tif), or GIF (.gif) file formats also work
- Product must not be on a mannequin or pictured in packaging
- Product must be clearly visible in the image (e.g., if on a model, s/he should not be sitting)
- Image must not contain nudity
You can provide one main product image and up to eight alternate image views (depending on your category) for your product listings on Amazon. You can add an image either when you create a product page or after the page is already created. It can take up to 24 hours after adding an image for it to appear on your product listing.
Set competitive product prices
One of the most important decisions sellers have to make is setting competitive product prices. Amazon provides a Marketplace Fair Pricing Policy, which creates some guardrails for sellers to comply with, but having the most affordable price can have a major impact on your visibility, specifically when it comes to winning Amazon’s Buy Box.
To help sellers remain competitive, Amazon monitors third-party prices and provides that information to its sellers, as well as the lowest price available from any seller on Amazon.
Amazon considers a price to be competitive if the offer price plus shipping costs are lower than the external benchmarks they provide.
There are also several third-party apps which make it easier to price your products competitively through predefined and customized rules. By navigating to the Automated Pricing category on the App Store home page, you can browse through the apps that make the most sense for your business and products.
With consumers highly price conscious on Amazon, it’s important to have a compelling price point and not get buried in the organic results.
Maintain positive reviews and ratings
Reviews also play a big role in your sales, and, therefore, to your ranking. Make sure to focus on both the number and star rating of your reviews — but make sure you stay within Amazon’s review guidelines.
Use Fulfillment By Amazon
Selling on Amazon incurs several logistical hurdles. From storing inventory to packaging, and shipping, physically getting your product to your customer is a process. Fulfillment by Amazon (FBA) is a program designed to leverage Amazon’s supply chain expertise and make the fulfillment process as easy as possible for sellers on the platform.
Amazon also offers various incentives for sellers to take advantage of the FBA program. In addition to being able to display the Amazon Prime badge for free two-day shipping, sellers also unlock shipping costs up to 32% lower than alternatives, flexibility with which products they enroll in FBA, and access to Amazon’s customer service team to assist with returns and customer communication.
These are just a few benefits of the FBA program, making it an enticing prospect for new sellers looking to get their shipping program off the ground.
Implement Amazon A+ Content
Amazon does not index enhanced content for search. If the relevant keywords only show up in your enhanced content, the product won’t appear in search results. That said, while EBC and A+ content may not be direct ranking factors, we’ve been creating them long enough to know that they can have positive effects on your sales.
EBC is visually pleasing, but it replaces the regular product description and can’t be indexed. But you can still use keywords in your backend keywords, title, and bullet points. Because your sales directly impact your ranking, and EBC can help you increase sales, premium content can help your product rank higher on the SERP — even if it can’t be indexed by Amazon’s A10 algorithm.
Don’t repeat keywords
Keywords are a vital component of any product title, but retailers should be wary of keyword stuffing. Keyword stuffing means including as many keywords as possible just for the sake of including keywords — a practice that can be detrimental to your ranking.
Amazon SEO is pretty advanced and it can differentiate between singular and plural terms, capitalizations, accents, minor misspellings and special characters (with the exception of hyphens).
5 Quick Tips to Create Compelling Amazon Product Listings
Beyond the specific tactics mentioned above, there’s a list of general tips we recommend to follow when creating compelling Amazon Product Listings including:
1. Avoid double-dipping keywords
A question we get from a lot of sellers is: Should I use the same keywords in my content and in the backend?
“Technically, you shouldn’t have to. If you have a keyword in the title, you are not going to rank any better if it’s in the product description, the title, and the backend. If the content is customer-facing, you run the risk it could look like spam and from the backend perspective – you are essentially just wasting character count.”
– David Cooley, Sr. Marketplace Channel Analyst at Tinuiti
2. Answer seller questions
If a seller receives questions from their potential customers about products (especially if they are the same questions over and over again) – that’s probably an indication to include an answer to those questions in the content. For example: If you advertise cell phone cases and your shoppers keep asking if it will fit the new iPhone, then you should probably add that information into your content section.
3. Avoid claims & offers
When sellers build out their content (bullet points or descriptions) they should not include any offer-specific content. Sellers can’t put offer or promotion information in their bullet or product descriptions such as “buy 1, get 1 free.” You also can’t make a specific “health claim” for supplements. If you do include claims or special offers in your description, you’re violating an Amazon policy and your account can be suspended.
4. Remember content is aggregated
Amazon content is not always based on just one seller that submits content. Amazon aggregates relevant product information across sellers who are selling the same Amazon item based on the ASIN or UPC. Amazon compiles all the submissions into consideration and creates the best title or bullet points. So, there is no guarantee the title you type in the backend is going to be exactly the same as the public-facing title.
5. Maximize your character count
Advertisers should maximize the character count for their product’s title, bullet points, product descriptions, and backend search terms. When you fill out the product descriptions and bullet points completely, it helps the product rank higher. You also give shoppers a better understanding of what your product is, which helps with conversions.
“Because your product description is indexed for search, the more information in your backend search terms, title, the more content you will get indexed for search. This will also help you rank better and for more keywords,” Cooley says.
While it’s tempting to spend hours perfecting every listing, honing in on your best-performing products yields faster and more impactful results. Not only will you see better results faster, but you’ll also find that you’ll learn more about the way your searchers seek out your products, and you can apply that knowledge to your other listings. We also recommend working with an agency who specializes in Amazon SEO and listing optimization. This allows you to focus on other important aspects of your business including scaling production and new product launches.
Editor’s Note: This post was originally published in March 2020 and has been updated for freshness, accuracy, and comprehensiveness.
Mastering The Laws of Marketing in Madness
Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.
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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.
For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
Intro to Amazon Non-endemic Advertising: Benefits & Examples
Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
How Does Success of Your Business Depend on Choosing Type of Native Advertising?
The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
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