AMAZON: The future is already here

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Under the idea of ​​being the "regret minimization framework" for its founder Jeff Bezos to alleviate his regret for not having been part of the commercial boom of the Internet during that time, the company that we know today as Amazon was born in 1995: Guarantee from A to Z.

The online platform, which initially focused on selling books, experienced slow growth, to the point that its shareholders complained that the company was not achieving the expected profitability quickly enough to justify the investment or even to survive in the long term. Just over 20 years have passed and today (according to data from Brand Finance's Global 500 Ranking 2018 ), Amazon, valued at more than 150 billion dollars, is the most valued brand in the world, ahead of Apple and Google.

Amazon has become the world's largest internet business: no longer just an online retailer, but also a cloud infrastructure provider and electronics producer.

Considering the enormous dimensions it has reached, it is not surprising that within its platform it has created its own advertising system with the help of Amazon Media Group , which works in a similar way to programmatic advertising , opening up as a self-service platform for agencies, allowing us to manage these campaigns.

Through Amazon Marketing Services (AMS) , Amazon offers us several possibilities when it comes to promoting our clients' products, also allowing us to segment by keyword or product, pay based on performance by bidding on different locations (you only pay when a customer clicks on the ad) and monitor and analyze the campaign in question.

Amazon offers 3 types of ad campaigns:

Featured Ads
Display Ads
Sponsored Products
Types of ad campaigns in Amazon Marketing Services (AMS)

Table of Contents
FEATURED ADS
DISPLAY ADS
SPONSORED PRODUCTS
1. IMPROVED REPORTING
Advertising Account Reports Summary:
2. AMS BUDGET RECOMMENDATIONS
FEATURED ADS
Amazon Featured Ads are keyword- and search-targeted ads on a cost-per-click basis. They allow brands to drive traffic to an Amazon page or landing pages on Amazon.es that feature three or more products, making them perfect if you want your ad to be highly visible and also showcase a full range of products. Whenever an auction is won, the ads appear at the top of the first page of Amazon.es search results.

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Featured Ad Example on Amazon Marketing Services (AMS)

DISPLAY ADS
Display ads are ads that appear on screen, either for cost-per-click products or targeted to certain interests. You can see them in different places: on a product detail page, on the left side of search results, below search results, on customer review pages, or at the top of the offer listing page. When they click on your ads, shoppers go directly to the product detail page. You can target them by product or by interest, in order to reach a more specific type of audience and increase their purchase intent.

Display Ad Example on Amazon Marketing Services (AMS)

SPONSORED PRODUCTS
Sponsored Products show relevant ads to qualified customers searching for branded products.

These are keyword-based ads that advertise individual products sold on Amazon.es by comparing the keywords in a campaign with the search terms used by shoppers and displaying the ad (if it meets the specified criteria). When a shopper clicks on the ad, the detail page of the advertised product opens.

Sponsored products appear in different types of ads to make it easier for shoppers to discover your products:

On desktop: Ads may appear on the side or bottom of search results, as well as on product detail pages.
On mobile devices: Ads may appear below search results and on product detail pages.
Example of Sponsored Products in Amazon Marketing Services (AMS)

Although advertising is still a “new” part of the business, the goal for the company is to constantly evolve and update the tools available to advertisers. In fact, among the latest updates to Amazon Marketing Services we can find:

1. IMPROVED REPORTING
Grow with us!
It helps you optimize your Sponsored Products and Featured Ads campaigns in less time and with more information:

Hourly data update: only includes data from the last 12 hours. Cancelled orders and payment errors are not counted in sales totals
Account Reports: Used to measure the impact of advertising
Custom date range: corresponding to the last 90 days. Can be filtered by campaign or account
Advertising Account Reports Summary:
Keyword Reports (Sponsored Products and Featured Ads): Sales and performance metrics for keywords from all campaigns that received at least one impression. Covers a 90-day period.
Advertised Products Report (Sponsored Products): Sales and performance metrics for advertised ASINs across all campaigns that received at least one impression. Covers a 90-day period.
Search Terms Report (Sponsored Products): Actual search terms that shoppers lawyer email marketing database entered on Amazon.com that resulted in at least one click. Covers a 60-day period.
Through AMS (Amazon Marketing Services) advertising reports we can optimize campaigns, since:

They collect information about search terms, locations, and keywords to better understand how shoppers find the products they advertise.
They measure the impact of direct sales by observing which campaigns and which keywords generated the most purchases
Document your advertising strategy to be able to fine-tune your campaigns
New advertising report types are available from the dropdown menu on the Ads tab. Simply select the Amazon Marketing Services advertising product to perform analysis:

Dropdown menu for AMS (Campaign Manager Reports) advertising campaigns

To create them, follow these steps:

Select a report type from the drop-down menu
Give the report a name and select the period you want to cover from the drop-down menu
Dropdown menu for AMS (Advertising Reports) advertising campaigns

Select which breakdown data you want to see and schedule the report
The report can be downloaded in the table below
Dropdown menu for AMS (Advertising Reports) advertising campaigns

Filter performance indicators by date to get the insights you need when analyzing your advertising campaigns:

Dropdown menu for AMS (Performance Indicators) advertising campaigns

2. AMS BUDGET RECOMMENDATIONS
Campaign Manager now displays budget recommendations to reduce instances of campaigns running out of budget and improve overall campaign performance:

Click the notification at the top to go to a page that shows all your campaigns that have run out of budget or are about to run out, as well as the recommended budget.

AMS (Budget Recommendations) dropdown menu for advertising campaigns

Amazon takes into account your historical spending rate and expected traffic throughout the day to recommend a budget that will keep your campaigns active throughout the day.

Budget recommendations are updated based on changes made to your campaigns and changes in daily traffic on Amazon.

AMS (Budget Recommendations) dropdown menu for advertising campaigns

Daily budgets can be updated in each campaign's settings.

When you update a campaign's daily budget, it is removed from the budget recommendations list and will not reappear unless you run out of budget again.

AMS (Budget Recommendations) dropdown menu for advertising campaigns

At SEOCOM, as an SEO/SEM agency, we manage and optimize AMS (Amazon Marketing Services) campaigns. We hope that this article helps you improve the performance of your campaigns on Amazon, whether you are a seller or an agency. If you have any questions about this, do not hesitate to contact us!