Across Australia, Amazon has grown a lot since its entry in 2017, and now reaches 11.3 million unique visitors – just over half all AU internet users. The advertising opportunities which accompany Amazon Search ads are vast, with its primary purpose: ‘to connect shoppers with the product they’re looking for in as little time as possible’. However, you don’t have to be a retailer to benefit from highly engaged shoppers, and users displaying intent signals and characteristics.
Why use Amazon Search ads in addition to Google search?
- Amazon generally embodies ‘higher purchase intent’, where consumers are likely to use the platform in cases where they are directly looking and willing to purchase a product.
- Google, on the other hand, accommodates users with ‘higher research intent’; providing a broader range of business products and choices, allowing the consumer to research and purchase products that best suit their needs.
Amazon is an Awareness driver: 69% of searches on Amazon don’t include a brand, users don’t yet know what they want.
Essential to be in the paid auction: 70% of Amazon shoppers never click past the first page of search results on Amazon, so it’s key to pay to be at the top for performance.
Both have a role to play and should be used in tandem together.
Amazon Search Ads: formats available
There are two key ways to advertise within Amazon in Australia, that can link to an Amazon storefront for e-commerce sales, but you can also direct traffic to your own website. Like Google, all Amazon Search ads are bought on a CPC model.
Sponsored Product ads can appear at the top, in the middle, at the bottom or to the right-hand side of search results pages when a user’s search query matches with one of your chosen keywords. When clicked on, users will be taken directly to the product’s detail page
Sponsored Brands are ads that feature your brand logo, a custom headline, and up to three of your products. These ads appear on search results and help generate recognition for your brand and product portfolio.
Get in touch with the ADMATIC Performance team to start advertising on Amazon!