Amazon is the world’s largest online marketplace with more than half of all product searches now taking place on the platform. This means Google is no longer the top destination for product searches and Amazon now has the visitor clout to build an advertising network that could fracture the duopoly of Google and Facebook.
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Amazon’s ad network is growing at a much dataset faster rate than the top two, as well, and the eCommerce giant has benefited greatly from the post-Covid surge in online shopping. The company reported a 37% YoY sales increase in Q3 2020, cementing its position as the go-to platform for online product purchases.
So, if you’re not already advertising on Amazon Ads, now is a good time to take a closer look at the platform.
What is Amazon Ads?
Amazon Advertising is a PPC platform that the vomer there was originally manage allows you to promote products on the world’s leading online marketplace. Much like shopping campaigns in Google Ads, you show your products in promoted listings and you only pay a fee when someone clicks on your ad.
Amazon is essentially a product search engine and this means advertising on the platform mainly revolves around the search experience – much like Google and Bing, as opposed to social platforms like Facebook and Instagram.
For example, users type in keywords
Find products and you can target these b2b reviews keywords (specific products, brand names, product types, etc.) with your ads to show your listings to the most relevant audiences.
However, unlike Google and Bing, Amazon is purely an eCommerce platform where users go to find products and nothing else. Nobody turns to Amazon to check the weekend’s weather report or find out who the UK’s first prime minister was. They only use Amazon to find and buy products, which means purchase intent is as high as it gets on the marketplace and this is great news for retailers advertising on the platform.