DIGITAL COMMERCE 360: A SEARCH MARKETER’S GUIDE TO AMAZON MARKETING SERVICES

By Daanish Chishti, Director, Search & Social, Mindshare North America

Amazon Marketing Services allows retailers and brands to raise their profile on Amazon search results pages, but it’s important to understand the rules of the game.

If your business has an e-commerce component, chances are you’ve looked into Amazon’s paid search capability known as Amazon Marketing Services (AMS). AMS allows marketers to promote their products through different ad types on the Amazon search results page.

A BloomReach study shows that in September of this past year, 55 percent of consumers began their product search on Amazon.com vs. traditional search engines like Google, Bing, or Yahoo.

Another 9 out of 10 consumers said they’ll comparison shop on Amazon even if they found a product they want on another retailer’s site, further reinforcing the rationale for marketers to test product promotions on AMS.

Based on this data, the value of a presence on AMS should be very clear to any retailer, but those already participating describe it as the Wild West of the paid search world—it is a highly competitive platform with multiple ad units and a maturing search algorithm. Compared to traditional paid search engines, AMS is still in its infancy and is growing as an advertising platform. Unless you take a strategic, yet methodical, approach, you could wind up with inefficient campaigns and lackluster results.

So, let’s talk about the ways marketers can be competitive and successful on the platform. If you want your dollars to work hard for your brand on AMS, focus on the following guidelines:

  • Start off by understanding the nuances between different AMS ad types
  • Build a framework that ties your Amazon Standard Identification Numbers (ASINs) to your keywords
  • Implement a keyword match type mirroring approach to maximize control and performance
  • Be aggressive with your bids, more aggressive than you’re used to on traditional search engines
  • Test next-to-category keywords to drive incremental clicks and sales

To read the full guide with each of these steps, please visit Digital Commerce 360: https://www.digitalcommerce360.com/2017/04/14/a-search-marketers-guide-to-amazon-marketing-services/