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A glimpse of the future of Amazon Advertising


What a year! In 2019, Amazon has solidified its position as the No. 1 E-commerce marketplace in the U.S. 

It surpassed Walmart as the largest global retailer and had its biggest sales event ever on Prime Day with a whopping 7.16 billion U.S. dollars in sales. 

Amazon is constantly evolving, and Amazon Advertising, in particular, has had more than its fair share of advancements in 2019.

Over the past year, Amazon has introduced a slew of new advertising options including:

Sponsored Brands improvements

A new product optimization feature has been introduced to allow brands to engage shoppers with more dynamic Sponsored Brands ads. The broad match feature has been updated too, offering additional negative keyword targeting variations like plurals or synonyms, and broad match modifiers. 

Sponsored Products targeting options

Enhanced targeting in the form of product targeting for single products (ASIN) or categories has been rolled out to help advertisers maximize campaign results.

Sponsored Display

This new self-service advertising solution is still in beta. It has been designed to help brands reach relevant audiences on and off Amazon.

So what can we take away from all of this? 

With Amazon set to earn an eye-watering $9.85 billion in net US digital ad revenues this year, are these advances a taster of just some of the new ways Amazon plan to entice advertisers to increase their ad spend on Amazon’s platform? 

Perhaps. But the bottom line is that advertising on Amazon has never been more important. According to Feedvisor, 74% of brands on Amazon leverage advertising for new customer acquisition. 

And with Amazon’s search increasingly featuring sponsored products, Amazon brands, as well as recommended products, instead of organic results, advertising has become a necessity.

The reality is this increased prominence of paid ads means the first organic results will appear in the middle of the page. 

So as a new year approaches for Amazon sellers everywhere, you could say that if you are not advertising on Amazon, you are not being seen. 

Let's smash 2020!

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