Unlocking New Opportunities with Amazon’s Sponsored Products Across Retailers (Beta)
Amazon has announced an exciting addition to its advertising suite—Sponsored Products Across Retailers (Beta)—designed to help businesses extend their reach and drive sales across e-commerce platforms beyond Amazon. Amazon Retail Ad Service powers this innovation, enabling brands to engage shoppers directly on participating retailers’ websites and apps. Here’s everything you need to know about this game-changing ad solution, including how it works, its benefits, and how to get started.
Sponsored Products Across Retailers is an ad service that allows brands to promote their products on third-party retail sites and apps. This means you can now advertise your products on platforms where customers are already shopping, regardless of whether those products are sold on Amazon. The ads are native to each retailer’s platform, ensuring they blend seamlessly into the browsing experience.
How Does It Work?
- Retailer Selection: Advertisers select the participating retailer(s) and products to promote during campaign setup.
- Ad Placement: Ads appear in key locations—search results, browse pages, or product detail pages—within the chosen retailer’s site or app.
- Purchases: Shoppers complete their purchases on the retailer’s platform, not Amazon.
- Ad Control: Retailers determine the appearance of the ads to maintain a consistent shopping experience.
Key Benefits of Sponsored Products Across Retailers
- Expanded Reach Advertise your products across new marketplaces, reaching potential customers where they shop. This allows businesses to extend their audience beyond Amazon’s ecosystem.
- Boosted Sales Help customers discover your products with targeted, relevant ads that drive sales and increase visibility across platforms.
- Purpose-Built for Shopping Journeys Leverage Amazon’s advanced machine learning models, which analyze trillions of shopping signals to ensure ads are contextually relevant and effective.
- Simplified Setup and Management Manage campaigns through the familiar Amazon Ads console or API, streamlining processes and allowing you to control ad placements across retailers.
- Streamlined Reporting Benefit from standardized reporting that offers detailed insights into campaign performance, ad clicks, impressions, ROAS, and more.
Creating a campaign is easy:
- Register: Sign in to your Amazon Ads account or register if you don’t have one.
- Create Campaign: Click “Create Campaign” on the All Campaigns page.
- Select Retailers: Choose participating retailers where you want your ads to appear.
- Add Products: Add the products you wish to advertise from the retailer’s catalog.
- Define Targeting: Use auto-targeting for ease or manually refine keywords and bids.
- Launch Campaign: Name your campaign, set a daily budget, and go live!
Best Use Cases:
- Emerging Brands: Establish a foothold on multiple retail platforms.
- Product Launches: Maximize visibility during critical launch phases.
- Seasonal Promotions: Capitalize on seasonal trends to boost sales across channels.
Brands That Benefit:
- Multi-brand businesses with a presence on participating retail sites.
- Companies looking to diversify their advertising channels beyond Amazon.
- Brands focused on capturing shoppers at various stages of their buying journey.
FAQs: All You Need to Know
- Where are these ads available? Currently, sponsored products across retailers are available at select U.S.-based retailers.
- How much do these ads cost? There are no upfront or monthly fees. Advertisers set a maximum bid per click and define a daily budget.
- What’s the difference from Sponsored Products? Sponsored Products drive traffic and sales on Amazon, while Sponsored Products Across Retailers enable checkout on third-party retail sites.
- How is performance measured? Performance metrics include impressions, clicks, cost-per-click, sales, and ROAS, with breakdowns by retailer and campaign.
Why This Matters
Sponsored Products Across Retailers isn’t just a tool; it’s a strategy. By combining Amazon’s advertising expertise with the reach of third-party retailers, this feature allows businesses to expand their presence, capture new audiences, and refine their advertising efforts—all through a single, streamlined platform.
With this beta feature, Amazon is taking a step towards making e-commerce more interconnected and accessible for brands of all sizes. Whether you’re an established seller or a new entrant, the growth opportunities are immense.
Ruben A
CEO at PAS
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