Discover Amazon Advertiser Offers
Like Google, Amazon has introduced a PLA-type sales channel: Amazon Product Ads. Now finally available in France, Amazon Product Ads could become a fantastic source of traffic for e-commerce websites and an effective online channel for generating sales.
Amazon Product Ads: how does it work?
The principle is simple. Once a merchant has integrated their product catalogue into Amazon, their products will appear in targeted placements and therefore in qualified searches performed by consumers showing a genuine interest in those products.
Users will see these ads on Amazon, and when they click on them, they will subsequently be redirected to the advertiser’s website.
The ads will either appear within Amazon’s search results or on a product page:
When clicking on an ad on the search results page, the user is redirected to the Amazon product page rather than directly to the website. This makes it possible to generate qualified traffic by sending only users who show a genuine interest in the product in question, thereby improving the conversion rate of these ads.
Once on the product page, users can go directly to the website instead of adding the product to their Amazon shopping cart.
Advertiser offers also appear below the selected product, enabling effective targeting and redirecting users directly to the e-commerce website.
How much does it cost to display offers?
There is no fixed monthly fee, and payment is based on CPC (Cost Per Click). The CPC varies depending on the product category as well as the product’s price range. As an indication, here are the CPCs for a few categories:
- Baby products: €0.31 – €0.70
- Consumer electronics: €0.09 – €0.39
- Computers & IT: €0.17 – €0.52
It is also possible to add up to 5 keywords per product to refine ad targeting and help Amazon place ads in the most relevant searches.
What are the benefits of using Amazon Product Ads?
The main advantage of Amazon’s new service is the quality of the traffic generated. Ads are displayed in targeted placements to consumers interested in a specific product category, which can significantly increase conversion rates, revenue, and ROI.
The second advantage of this service is, of course, control over advertising spend. By defining a maximum daily budget, advertisers can maintain full control over their spending while monitoring the CPC allocated to each product category.
Amazon Product Ads also make it possible to gain greater visibility on the marketplace by increasing a merchant’s presence across a larger number of user searches.
The fact that products are not sold through Amazon, but that users are instead redirected to an external website, also makes it possible to advertise differently on Amazon:
- Ability to advertise customizable products (such as phone cases, mugs, T-shirts, etc.), which would normally not be possible on Amazon.
- Ability to sell products with delivery times exceeding 30 days (particularly furniture), which would normally not be possible on Amazon.
- Avoid issues related to brands and the sale of products on marketplaces: the sale no longer takes place on Amazon, thereby increasing inbound traffic to the merchant’s website.
- Avoid issues related to organic search rankings: when products are listed on the Amazon marketplace, Amazon product pages may also rank on Google ahead of the merchant’s own website, potentially undermining SEO efforts. Amazon Product Ads therefore avoid this issue.
Amazon Product Ads therefore offer new opportunities for advertisers wishing to take advantage of Amazon’s powerful traffic to increase their visibility and revenue while maintaining a high conversion rate.
In the United States, US-Mattress recorded a conversion rate 180% higher than on other traffic acquisition channels, while HSN increased its ROI by 40% after one month of use (see the testimonials here).
An effective new acquisition channel worth testing as soon as possible.
