Are you running shopping ads on platforms like Google Shopping or Microsoft Shopping? Amazon offers various marketing strategies to help businesses promote their products and increase sales on the platform. Some of the key types of Amazon marketing strategies include search engine optimization, display ads, and more. Because of high conversion rates, Amazon experienced a 19% increase in advertising revenue in 2022 – at the same time when Google and Facebook were experiencing an ad revenue slowdown.  

What is Amazon Advertising?

Amazon Advertising is an advertising platform provided by, Inc., one of the world's largest online retailers. It offers marketing services to help businesses promote products, reach customers on Amazon's e-commerce platform, and other Amazon-owned properties.

Here are some key components and features of Amazon Advertising:

  • Sponsored Products: Sellers can use it to promote their products. It appears in search results and on product pages.
  • Sponsored Brands: Allow advertisers to showcase their brand logo, a custom headline, and multiple products in a banner-like ad format. These ads appear in prominent positions on search results pages. 
  • Sponsored Display: This feature enables advertisers to reach relevant audiences both on and off Amazon. It includes product targeting, interest targeting, and views remarketing options.
  • Stores: Amazon Stores is a self-service solution that allows brands to create their own multi-page stores on Amazon. These stores serve as dedicated brand destinations, showcasing products and creating a unique shopping experience.
  • Video Ads: Amazon offers video ads on its website, and apps, including on product pages and search results.
  • Post: Amazon Posts enables you to nurture new customer connections, keep your brand top of mind, and grow your brand following through the use of engaging product imagery and effective content.
  • Live Streams: Amazon Live is part of Amazon’s suite of brand content solutions for helping you drive discovery and connect with shoppers, also known as mid-funnel marketing or consideration advertising.

These are just a few examples of the advertising solutions offered by Amazon. The platform provides a range of targeting options, reporting tools, and optimization features to help advertisers effectively reach their desired audience and achieve their marketing goals.

Amazon DSP offers programmatic advertising solutions, allowing advertisers to reach their target audience across Amazon-owned sites, apps, and third-party websites through display and video ads.

Why is Amazon Advertising Important to Retailers? 

Amazon is one of the largest e-commerce platforms globally, with millions of daily active users. Advertising on Amazon allows retailers to tap into this vast customer base and increase their visibility among potential buyers. It helps retailers reach customers who are actively searching for products to purchase, increasing the chances of driving sales.

With millions of products available on Amazon, it can be challenging for retailers to stand out organically. Amazon Advertising helps retailers increase customer's ability to find products by placing their ads in prominent positions within search results, on product detail pages, and other relevant placements. This boosts product visibility and improves the chances of attracting potential customers.

Amazon's ecosystem extends beyond its e-commerce platform. Retailers can use Amazon Advertising to promote their products. They can do this on different Amazon-owned platforms. These platforms include websites, apps, and devices like Kindle and Fire tablets. This expands the reach of their advertising efforts and exposes their products to a broader audience.

Amazon Ads provides retailers with a powerful platform to effectively market their products, drive sales, and compete in the highly competitive e-commerce landscape. It helps businesses reach their target audience, gain valuable insights, and grow their brand, making it crucial for retail marketing.

Ecommerce Shopping

What are the Benefits of Amazon Ads?

Amazon Advertising offers several benefits for businesses looking to promote their products and increase sales on the platform. Here are some key benefits of Amazon Advertising:

Increased Visibility: Advertising on Amazon allows businesses to increase the visibility of their products within the highly trafficked Amazon marketplace. With millions of daily active users, advertising helps businesses stand out and reach a larger audience.

Targeted Advertising: Amazon Advertising offers robust targeting options, allowing businesses to reach their desired audience effectively. Advertisers can target customers based on keywords, demographics, interests, shopping behavior, etc. This precision targeting helps businesses display their ads to users who are more likely to be interested in their products, increasing the chances of conversions.

High Purchase Intent: Users have high purchase intent on Amazon. When users visit Amazon, they are often in the mindset of researching and making purchasing decisions. By advertising on Amazon, businesses can tap into this audience and connect with customers who are actively looking to buy products.

Product Discovery: With millions of products available on Amazon, it can be challenging for businesses to get their products noticed organically. Advertising improves product discovery by placing ads in prominent positions within search results, on product detail pages, and other relevant placements. This boosts the visibility of products and increases the likelihood of attracting potential customers.

Data-Driven Insights: Amazon Advertising provides detailed reporting and analytics tools that offer valuable insights into ad performance, customer behavior, and conversion metrics. Businesses can access data on impressions, clicks, conversions, and more, enabling them to measure the effectiveness of their advertising campaigns. These insights help businesses make data-driven decisions and optimize their marketing strategies for better results.

Brand Exposure and Recognition: Amazon Advertising allows businesses to showcase their brand and products to a wide audience. This exposure helps in building brand recognition and establishing credibility among customers. With consistent advertising, businesses can create trust, leading to increased brand loyalty and repeat purchases.

Cross-Promotion Opportunities: Advertising on Amazon extends beyond just the Amazon marketplace. Amazon Advertising allows businesses to cross-promote products across various Amazon-owned properties, such as Amazon-owned websites, apps, and devices. This provides additional exposure and access to a broader audience.

Flexible Budgeting and Cost Control: Amazon Advertising offers various budgeting options, including cost-per-click (CPC), cost-per-thousand-impressions (CPM), and cost-per-acquisition (CPA). This flexibility allows businesses to set and control their advertising spend based on their budget and advertising goals.

Amazon Advertising provides businesses with a powerful platform to effectively market their products, increase visibility, and drive sales. It combines targeted advertising, a high purchase intent audience, and data-driven insights to help businesses maximize their advertising ROI.

How are Amazon Ad Campaigns different from Shopping Ads?

Amazon Advertising, Google Shopping, and Microsoft Shopping are all advertising platforms, but there are some key differences between them. Google Shopping and Microsoft Shopping ads appear on search engine result pages, partner websites, and apps within their ad networks. Amazon Advertising primarily focuses on displaying ads within Amazon-owned properties and some select external sites.

Amazon Ads primarily focuses on promoting products within the Amazon e-commerce ecosystem. It allows retailers to target customers who are actively searching for products on Amazon's marketplace. Google and Microsoft Shopping show up on search engine results, partner websites, and apps in their ad networks. They cover a wider range of websites and search queries beyond just e-commerce.


Amazon advertising has a number of benefits for retailers and online stores.  Amazon marketing services should be part of your overall marketing strategy so don’t forget about social media marketing, content marketing, etc. If you don’t have the expertise, I would recommend contacting an Amazon advertising agency to manage your marketing campaigns. The platform offers tools to help advertisers reach their target audience and achieve their marketing goals.

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