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A Field Guide to Amazon Advertising

With the holiday season fast approaching, many retailers and brands are looking for new ways to squeeze a little more out of the once-a-year consumer bonanza. Marketplace advertising is a great low-effort, high-impact option that often goes overlooked.
In this article, I’m going to focus on Amazon’s two platforms and how to maximize your ROI on both.
AMAZON PRODUCT ADS (OR TEXT ADS)
This section is easy, since they’re both now defunct. I’m including this in the guide so you don’t wind up chasing your tail trying to find something that no longer exists.
These ads were product feed-driven (like Google Shopping or Nextag) and drove users who clicked the ads off Amazon.com. The idea was to find in-market shoppers and drive them to your site. However, it seems the powers that be decided to invest in ads for products sold on Amazon.com.
Which brings us to…
SELLER CENTRAL ADVERTISING
Often called Amazon Sponsored Products, this section refers to ads available to Amazon’s third-party sellers.
These ads function most similarly to Google Shopping. That is to say, your “ad” is simply your product listing. It uses the same data as a product you’re selling, and there’s no additional creative to design or upload.

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