Introduction to Amazon Advertising

Welcome to Introduction to Amazon Advertising. This course will introduce you to Amazon Advertising solutions and their relationship to campaign goals.

About Amazon Advertising

Amazon Advertising’s solutions are designed to help you reach your business goals—regardless of your company's size, stage, or budget. These solutions, such as sponsored ads or display ads, can help you find, attract, and engage millions of Amazon customers at every stage of their journey.

Amazon Advertising benefits

As we mentioned before, regardless of your company's size or budget, you can benefit from Amazon Advertising solutions.

Reach business golds - Amazon Advertising solutions can help you reach your brand's business goals, whether short- or long-term.

Made for all sizes - Amazon Advertising solutions are for businesses of every size and at any stage, including large, established advertisers, up-and-coming brands, sellers, agencies, and managers of products that aren’t sold on Amazon.

Works for every budget - No matter your business size, we have an advertising solution for you. And you don’t need a huge budget to collaborate with Amazon in a customized way.

Amazon is unique

Amazon is its own channel, with a broad and engaged audience. Because of this, you can reach relevant audiences with the right message. Amazon Advertising can help you learn how your customers are engaging across touchpoints with sites owned and operated by Amazon.

Amazon as a publisher - As a publisher, Amazon delivers ads to its customers while they’re on sites owned and operated by Amazon and on other sites and devices.

Amazon as a retail channel - As a retail channel, Amazon helps customers discover products, learn about them, and make purchases.

And more - In addition to being a publisher and retail channel, Amazon offers original content and devices in its effort to improve customers’ lives.

Amazon Advertising solutions

What does Amazon Advertising offer?

Audience insights - Audience insights provide advertisers with an understanding of the composition (e.g., gender, age-range, household income) and shopping interactions of their brand's audience on Amazon.

Audience solutions - Amazon audience solutions help you reach customers at the right moment across Amazon properties and devices.

Unique measurement - We provide metrics that inform a broad array of business decisions. You can use these metrics to optimize campaigns toward specific goals.

The customer journey

Let's start our discussion by exploring the customer journey using a few examples of customers shopping for the same product. Notice that there is no one way that customers discover and experience products and that the customer journey is no longer linear.

Awareness - A customer needs to get a toothbrush. They browse Amazon and see an ad for an electric toothbrush brand they've never heard of before. They click the ad to discover the brand and its products. This customer is in the awareness stage of the customer journey.

Consideration - A customer is considering an electric toothbrush and decides to do some research. They read the reviews on Amazon and add one of the toothbrushes to their cart. This customer is in the consideration stage of the customer journey.

Purchase - A customer needs to get a toothbrush. They use the discovery bar to find “toothbrush.” A toothbrush is shown at the top of the shopping results, and they add it directly to the cart. This customer is in the purchase stage of the customer journey.

Advocacy - A customer received their electric toothbrush. They loved it and decided to write a review. This customer is in the advocacy stage of the customer journey.

Loyalty - A customer realizes that they always buy the same toothbrush. They decide to sign up for Subscribe & Save. This customer is now in the loyalty stage of the customer journey.

Advertising along the customer journey

During your campaign, shoppers may be in different stages of the customer journey for your brand or product. To reach your ideal audience, whether that be on or off of Amazon, it is important to use the tools and audiences most appropriate for that business objective. You’ll need to understand how audiences relate to the customer journey in order to develop your strategy.

Awareness - Advertisers can generate long-term, new demand for their brand by reaching shoppers who are not currently engaging with the category.

Consideration - Advertisers can generate short-term, new demand for their brand by reaching shoppers considering the brand's category, but not currently considering the brand.

Purchase - Advertisers can leverage existing demand for their brand by reaching shoppers already considering the brand.

Loyalty - Advertisers can remarket to existing brand customers for up-selling or cross-selling purposes.

Advertisers can understand their audiences

Amazon helps advertisers understand how their audience currently interacts on Amazon during the customer journey.
Amazon’s first-party insights provide a look into the customer decision journey, from discovery to purchase. Because of these insights, we can enhance the customer experience by delivering relevant messages to relevant audiences at the right time.

Three types of audience solutions

Amazon's audience solutions help advertisers reach relevant audiences across Amazon, its properties, and its devices. There are three types of audience solutions.
Audience insights
Audience insights include reporting that provides you with information about shopping interactions on Amazon.
For advertisers of products sold on Amazon, insights show how customers currently view and purchase a brand’s products on Amazon, even if the brand is new to advertising.
For advertisers of brands not sold on Amazon, tools such as an overlap report provide greater insight into existing audiences.
Audience insights will help inform your campaign strategy.

Amazon audiences
You can reach relevant audiences with specific interests and past shopping interactions using Amazon's audiences.
Standard audiences
These are audiences based on composition and preferences that indicate potential interest in your products or services. These are standard, pre-built audiences available to all advertisers and include lifestyle, in-market, and demographic audiences.
Audiences based on shopping interactions
Reach shoppers that searched for keywords, visited product detail pages, or purchased products from your brand and similar brands.

Advertiser audiences
Advertiser audiences allow advertisers to reach audiences that already engage with their various marketing channels. Advertisers can transfer audience information from multiple sources to be used in their media strategies.
Advertiser audience solutions include:
advertiser hashed audience
DMP segment transfers

Unique measurement

Amazon's measurement solutions leverage Amazon's first-party metrics and retail insights to provide a unique view of the customer decision journey. This empowers you to redefine how you plan, optimize, and measure advertising strategies.
These metrics inform a broad array of business decisions. Brands can use them to optimize their goals. We have three types of reports that will help you become better informed about your advertising strategies.

Retail insights
Retail insights allow you to understand overall shopping activity on Amazon before, during, and after advertising campaigns. These include insights into organic searches, detail page views, and purchases.

Amazon campaign reporting
With Amazon campaign reporting, you can accurately measure how your advertising helped shoppers discover, research, and purchase products. Our unique first-party metrics—such as Subscribe & Save subscriptions and brand halo conversions—go beyond what traditional campaign reports provide.

Third-party reporting
Third-party reports offer access to enhanced advertising insights--such as brand lift and offline sales impact--for a holistic view of advertising effectiveness across media channels.

Advertising goals

Advertisers on Amazon may be Amazon selling partners (sellers and vendors), representatives of brands that do not sell on Amazon, or professionals at advertising agencies. These categories of advertisers interact with us in different ways.

Advertisers on Amazon
Which type of advertiser are you?
Amazon selling partner
Selling partners include:
Amazon sellers using Seller Central
Manage advertising campaigns in Seller Central
Amazon vendors using Vendor Central
Manage advertising campaigns in the advertising console

Advertiser of brands not sold on Amazon
These advertisers are looking to leverage Amazon’s reach and scale for brand awareness.
They may manage campaigns in the Amazon DSP, or leverage Amazon's managed advertising services.

Advertising agency employee
An ad agency employee may represent a selling partner or a brand that does not sell on Amazon.

Advertiser goals

On the previous page, we introduced you to the customer journey and showed you how your advertising campaigns can reach customers along that journey. Now let's look further at the goals you can reach with Amazon Advertising.

Awareness goals - Leave a lasting impression. Awareness campaigns can help you reach shoppers that are not familiar with your brand.

Consideration goals - Increase customer engagement. Consideration campaigns focus on reaching audiences that are shopping the category to help them consider your brand's products.

Purchase goals - Reach customers close to purchase. Purchase campaigns help encourage customers to purchase or convert, and they use ads to help increase conversion among customers who are close to making a purchase. This can include reaching audiences that viewed your product detail pages but did not convert.

Loyalty goals - Drive brand loyalty. Amazon Advertising solutions allow you to use Subscribe & Save offers to help drive brand loyalty among new brand subscribers.