Before starting this short blog, it is important to clarify that this post is aimed to break down the options available for advertising within Amazon. Nothing else.
As a very quick introduction, it is important to name the types of campaigns in each Amazon advertising group:
a) Amazon Advertising (formerly AMS – Amazon Marketing Services)
1. Sponsored Products: Advertising on and off Amazon
2. Sponsored Brands: Advertising within Amazon
3. Product Display Ads: Advertising inside and outside of Amazon
b) AAP – Amazon Advertising Platform or Amazon DSP: Advertising inside and outside of Amazon in video and Display (it is a separate company from Amazon, it cannot be contracted on the portal)
1. Purchase of programmatic advertising formats inside and outside Amazon
c) AMG – Amazon Media Group: advertising inside and outside Amazon
1. Purchase of spaces on large sites outside Amazon
2. Purchase spaces on sites such as Kindle devices or Amazon Prime TV
In addition, Amazon has other options or promotions such as: the discounts, flash sales, coupons, lighting deals, Prime Day … and also the Brand Storefronts, but this is already another topic that we will soon be developing in depth.
Now, as we are interested in the Marketplace / Sellers part, which comprises Amazon Advertising, here is a quick explanation of the types of campaigns for Sellers on Amazon:
Sponsored products
• To advertise products
• Shown to the right, above, and below the Amazon Search Engine Results Pages (SERP)
• Targeting: automatic or manual. Through segmentation by keywords, product categories or specific ASINs of yours or the competition
• Works by Cost-Per-Click
• Send us to: product page
• Bottom and Middle of the Funnel of purchase intention
Sponsored brands (formerly known as HSA)
• To advertise brands and products
• Shown above all of Amazon Search Engine Results Pages (SERP)
• Targeting: keywords
• Works by Cost-Per-Click
• Send us to: custom URL or page of our Store or product file page
• Top of the Funnel of purchase intention
Product Display Ads
• To advertise products
• Shown on product sheets
• Targeting: for products or interests
• Works by Cost-Per-Click
• Send us to: product page
• It allows to generate display ads inside and outside Amazon
- Bottom of the Funnel of purchase intention
