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Amazon Marketing Overview -Amazon Web Marketing Brief
What is Amazon Marketing?
Marketing of products on Amazon - the third largest
More product searches are done on Amazon than on
$0.51 of every ecommerce dollar is spent on Amazon.
An online platform which enables pretty much anyone to
become a retailer on Amazon.
You can become an online seller without having to worry
about things like handling payments, designing and
maintaining a personal website, or even processing returns
like most e-commerce stores.
Amazon Seller Central
How to Set Up Your Amazon Seller Central Account
The name of your business
Contact information for Amazon and your customers
Your real name and address
Shipping locations or the regions
Bank account details
Business information/About us
Return and refund policies
How to Set Up Your Amazon Seller
There are two ways to go about selling your products on
Do it by yourself
Go for the Fulfillment by Amazon (FBA) program
How You Are Going To Sell Your
Optimizing keywords and the performance of a
product or a product page to improve the
organic ranking in the Amazon search.
Various Amazon advertising formats and promotions to
endorse brands or individual products. Advertisement on
Amazon is usually subject to a fee (Paid). Depending on the
format, advertising takes place directly on Amazon or other
websites or platforms (On- and Off-Amazon).
Paid and Non-Paid marketing formats
that are not offered directly by Amazon
and are conducted through external
Amazon Marketing Methods
Amazon A9 is the name for Amazon’s search engine.
It is called A9 as a play on words of amazon a9 “algorithms”
as there are 9 letters after the letter A.
Amazon rankings are influenced by both direct and indirect
Direct Factors: Text match relevancy, Availability of stock,
Indirect Factors: High Sales Velocity, High-Quality Images,
Bullet Points in Product Descriptions, Amazon Enhanced
Brand Content, Product Reviews etc.
Amazon A9 Algorithm
Rank High in Search Results
Keywords: Essential Research and Proper Placement
Product Text — Optimize for Humans and Machines for Best Results
Product Images: Plenty of Pics in High Resolution
Product Reviews: Nurture Positive Feedback
Questions & Answers: Add Missing Information
Product Information: Crucial for Filter Navigation
Price: Competitive Pricing Refines Ranking
Delivery Method: FBA Leads to Better Ranking
1. Amazon SEO
Amazon Marketing Services (AMS) is a paid digital advertising platform which helps sellers and
vendors promote products within Amazon itself. The ads available via AMS link to internal pages
within Amazon’s portals and appear when users search for specific products.
AMS Ads are suitable for:
Targeting shoppers based on specific search terms
Generating clicks for products on Amazon
Reaching buyers with a high purchase intent at the last stage of the funnel
Amazon Marketing Services (AMS)
Amazon Advertising Platform (AAP) is a demand-side platform for advertisers who want to target
Amazon shoppers with digital display formats, either on Amazon sites or across the web, and in
AAP gives advertisers the opportunity to use Amazon’s powerful targeting to reach users based on
their purchase history, recent purchase intent, and shopping patterns.
AAP Ads are Suitable for:
Powerful targeting to reach users based on lifestyle
Reaching buyers based on their purchase history & shopping patterns
Promoting a range of products and capturing qualified traffic
Amazon Advertising Platform (AAP)
Amazon Media Group (AMG) is Amazon’s advertising department. All the various services in the field of
advertising come together here. As a managed service, AMG also offers complete planning and
implementation of advertising activities across multiple channels. This includes the advertising formats
of AMS and AAP as part of an AMG package.
More choices for display advertising on the Amazon homepage
Advertising on Amazon Devices (such as Kindle Fire or Fire TV)
Flyers in parcels
Like AAP, AMG is accessible to all advertisers (vendors, sellers, or third parties), but it requires a relatively
high minimum budget.
Amazon Media Group (AMG)
One needs to have any of these five credentials to get entry to Amazon Marketing Services:
A Vendor Central login
An invitation to represent a vendor
A Vendor Express login
An Advantage Central login
A Kindle Direct Publishing (KDP) account
Getting Entry Into AMS
Vendor Express is the easiest and direct method. For getting access to AMS, the seller needs to
part of the Vendor Express program.
The four-step process to get a Vendor Express account:
1) Get a Vendor Express Account
2) Submit a product to Vendor Express.
3) Accept Amazon’s Purchase Order
4) Register for AMS.
Vendor Express Account for AMS
Sponsored Product Ads: Sponsored Product ads advertise individual products at the top of
Amazon’s product search results. Targeted by keyword, and bought on a cost per click basis these ads
drive traffic directly to a product listing page.
Product Display Ads: Product Display ads, target users based on their product interest,
rather than specific product keywords. Available to Amazon vendors, product display ads are placed
on product listing pages, against review content, and on thank-you pages. Featuring a single product,
and with a clear call to action, these ads drive users to the product listing page for purchase.
Headline Search Ads: Headline Search ads appear above Amazon’s search results displaying
three products or more. Targeting by keyword as per sponsored product ads, clicks drive to a
dedicated Amazon landing page, or direct to product listing pages.
Types of AMS Ads
3. External Marketing (Off-Amazon)
Lead More Customers to Amazon, Generate More Sales
A link on an external page leads to your product on
Amazon. The external site directs users to Amazon,
where they buy the product. Useful landing pages
are a product page, a product selection page, or the
Amazon Brand Store.
In contrast to Google, where the linking leads to a
better ranking in the search results, the link to
Amazon is only useful if it generates more purchases.
External Marketing (Off-Amazon)
Off-Amazon advertising also has a
positive impact on the organic ranking
Amazon offers a much larger platform
and farther reach compared to many
online shops. Any additional sales
through external traffic only improves
the ranking and visibility on Amazon.
The more a product sells on Amazon, the
better it will rank in organic search results.
The higher ranking increases sales, and you
earn more money, which you can reinvest
into your marketing efforts.