Amazon Marketing Services (AMS) is a time consuming and sometimes complicated platform to manage, however it offers a big opportunity to grow your revenue and awareness.

The rise of Amazon isn’t slowing down and now has over 80 million subscribers to the Prime Membership. More and more retailers are looking to sell their products through the ecommerce giant.

Amazon can now be seen as a search engine on its own, recent research has found that Amazon is the first search engine that 38% of online shoppers use in the US. (Source: UPS study). What’s more, 92% of consumers who start their purchase journey on Amazon make their final purchase with Amazon. (Source: PowerReviews, Mapping the Path to Purchase, June 2016).

With these stats in mind it is easy to see why more and more retailers are starting to push their products to the top of the Amazon rankings with paid ads. ClickThrough is a Best in Class Agency Partner of Amazon and help build and optimise your account to drive the best performance.

"ClickThrough has successfully taken on management of our AMS campaigns and in a short space of time have driven a significant increase in sales. They have done this using their expertise and knowledge of the Amazon market place." - Alex Wall, eCommerce Executive, Craghoppers

What can ClickThrough do for you?

  • Set up and implementation of Amazon Marketing campaigns
  • Bid management to meet your KPI’s
  • Optimisation of keyword lists and negative keywords to ensure budget is well spent
  • Advice on how to appear more often on the organic listings
  • Management of your Amazon Brand Page to ensure your products are advertised in the best way
  • ClickThrough have their own dedicated Amazon Account Manager who can help develop your strategy

How can you promote your products on Amazon?

There are currently three types of ways of promoting your products: 

  • Sponsored Products is the most popular advert type with roughly 70% (depending on sector) of spend going through these ads. Performance is stronger as they are seen as native ads which blend in with the organic listings.
  • 25% of spend goes through the Headline Search Ads which appear at the top of the page - users who click on these can be directed to your brand page so it is important you optimise this page too.
  • About 5% of ad spend goes through the Product Display Ads.

All advert types are auction based so the highest bidder will have their ads shown more often. The keywords are determined by the advertiser and like Google, there are various match types available so it is important to optimise the search queries and expand keyword lists on a regular basis.

Amazon also own their own DSP called the Amazon Advertising Platform (AAP) which allows you to advertise on a network of websites such as IMDB. With all these different ad types and channels, your account manager would work with you to work out where budget is best placed.

If you need help from our experts to get your products onto Amazon, just get in touch.