Amazon Ads: An E-commerce Game Changer! (Essential Guide 2024)

Amazon, being one of the biggest online marketplaces ever to exist, offers its own marketing methodology to help marketers advertise their products accordingly. Amazon’s leading position is present today due to its collaboration with its strategic analysis of its highly competitive relationship with Amazon’s own sellers. This allows them to continuously compete in a world of seller competition. It keeps on taking charge on many occasions, and in others, sellers compete with Amazon’s position to get the highest ROI possible at that moment. 

What Is Amazon Advertising? 

Amazon ads was formerly recognized as Amazon marketing services, otherwise known and abbreviated as AMS. It is a service that works in a way similar to PPC Ads when publishing ads and running a campaign on Google Ads. it basically demonstrates a method of payment, and in PPC, the users of this method only pay when potential shoppers click on the ads displayed to them, and it doesn’t matter if the product or service afterward is sold to the potential audience.  

Amazon’s advertising services and business are inclining at a remarkable rate, especially because it rotates and revolves around a variety of products throughout its ecosystem. Similarly, Amazon’s DSP (Demand-side Platform) has enabled sellers to purchase, display and video ads at a scale of their choice and further target audiences at Amazon and its categorical branches such as Fire TV and Kindles, etc.  

Amazon’s Advertising Model:  

To clarify its marketing model, Amazon utilizes the attributes of the PPC payment model for its benefits even though it’s recognized to differ from other marketplaces such as eBay, which supports a PPS (Pay-per-sale) payment processing model.  

Adverts, as always, utilize the power behind keywords, as any other marketing platform does, and just like other marketing platforms, there is found a highly beneficial and useful relationship between ads and organic search services on Amazon.  

The platform’s goal here is to establish a method of making more sales by simply showing high-converting and bestselling products that are known to have the amount of relevancy with their keywords and product descriptions input in the search bar. This helps Amazon prioritize the already bestselling products and gain an advantage in the situation by potentially selling more high-performing products.  

By doing so, amazon allows users to gain an advantage of their situation as well. By selling more products and enabling their feedback history to show a better and higher percentage of sales, they put themselves in a place where they can now potentially sell more products than ever before due to the relationship established between the Search services and Amazon’s certain methods of generating better sales. So, in short, when the sales chart of a seller inclines to the best-selling product of that time, he is more likely to generate better sales and climb in the organic sales ranking.  

Types Of Amazon Ads To Utilize: 

When choosing the best options for running an ads campaign on Amazon, you should also have basic knowledge of what each type of Amazon ad brings to the table and what slight adjustments enable you to get the bang for your buck you’re looking for,  

Amazon sellers have a variety of ad formats to choose from, such as Amazon’s sponsored products and sponsored ads, etc. Without any further ado, let’s get into them,  

  • Sponsored Products: 

Sponsored products are known as the basic and standard product listings that appear on the Search results bar and product detail displaying pages. They’re based on the PPC payment model, and their keyword targeting for certain relevant and specific products is on point. If you want to further measure the room for improvement and overall performance of your sponsored product Ads, you can opt towards using a reporting tool that showcases your ad’s metrics, including clicks, sales, and ad cost of sales, also referred to as ACoS.  

  • Sponsored Brand Campaigns: 

Sponsored brand campaigns are known to offer its services and enable you to promote Keyword-targeted ads of multiple products above, below, and alongside search results. These ad campaigns are also based on a PPC and auction-based payment model. Utilizing the services of this campaign, you can easily send the potential purchaser of your product to the product page of your choice or even directly to your Amazon product page.  

This campaign enables you to involve three separately unique products in a single advert and further customize and change anything from your ads’ image, header, and landing page if felt necessary. When it comes to checking the performance of your running adverts, all you’re required to do is use the reporting feature to check the required stats like, ads’ clicks, sales, ACoS, etc.  

  • Product Display Ads:  

Product display ads are also based on the PPC pricing model, and the main reason why some advertisers opt for such ads and base a whole campaign on them is that this type of ad enables its users to cross-sell or upsell your customers. This inventory becomes available to all advertisers only if they set up this type of advert instead of the others, as it’s a bit unique. It’s also available to all types of advertisers, even the ones that are not utilizing the services of this platform to sell products. 

Amazon further breaks this category into 3 subcategories: 

  • Display 
  • Video  
  • Custom 

Display Ads are known to appear on product detail pages, customer review pages, and other places such as the top of the offer listing page or below search results, etc. You can even find them in places like cart emails, follow-up, or recommendation emails as well. If you want to measure the performance for how well your ad is doing in terms of clicks, sales, money spent, advertising cost of sales, or average CPC, you can do so by using the reporting tool provided by Amazon.  

  • Video Ads:  

Video ads are rather self-explanatory. They are essentially video format-based ads that can be displayed on websites owned by Amazon, such as IMDB, Amazon itself, and further Amazon devices such as the Fire TV and many other sites. These ads also don’t require their users to sell products on Amazon in order to be utilized.  

  • Amazon Stores: 

Users can utilize these ads to promote their product or brand on their own Amazon Store. Brands get an Amazon URL and can further check the performance stats of their Campaign. This enables the advertisers to showcase their brand in multiple ways and involves advertisements of their products and services, or what their goal for the brand is and what it’s set out to achieve for their potential customers. 

  • Amazon Native Ads: 

Amazon native ads are essentially native advertisements that can be bought and utilized not only on Amazon but can also be implemented on the user’s or brand’s own website. These ads are formed from the fusion of different categories such as recommendation ads, search ads, and then custom ads.  

The Perfect Amazon Advertising Strategy In A Nutshell: 

To utilize the power behind what Amazon has set out to achieve and to turn the situation to your advantage, you must first understand your own goals for the future and set a working strategy for what you want for your brand in the coming time. The good thing is, you can do this through Amazon as well. You can do so by first aligning your targets for the future with your goals, and you can even use the performance detector for your ads as a metric system for your targets. So, for example, you can set out to achieve good ACoS for your running campaign and move one step closer to your goal by first achieving your target.  

That said, choosing the correct product to advertise and sell on Amazon matters quite a lot. Your most popular products, along with winning prizes for them, are the best way to set up your brand for success. Utilize the product with the most amount of potential to perform well and set it up with a competitive price.  

Planning, strategizing, and further experimenting on what works, then how it works, is the key point to focus on. For example, researching different ads and what suits you best, then trying it out for yourself and performing a practical analysis for achieving your targets is a clear and concise method of improving your strategy for further achieving your goals. That said, creating accurate and clear product pages for your customers to land on is a big play here. Include accurate and descriptive titles and think of what the average potential customer is set out to buy if they’re on your product page, then include the relevant keywords and keep track of how well it performs to further improve.  

Now that we understand the basic and more fundamental principles to grow as a brand and achieve your targets and, ultimately, your goals, what we need to understand next is how to leverage your knowledge regarding the competition of this platform. One thing to do is consider markets with lower CPC rates and lower competition altogether while also looking at narratives that exclaim better return on money spent on advertising your products using Amazon Ads. These can be international markets where the local sellers are unable to meet demands and other reasons, which you can then capitalize on as a seller and cruise towards your goal with more fluency. 

Pros Of Amazon Advertising: 

  • Easy To Get Started:

While Amazon ads can be a complex concept to acknowledge at first, once you do, the sky’s the limit. In addition, it’s easy to get started because Amazon provides its users with an automatic targeting campaign option, much like the generalized “smart, automated option,” the principle of which revolves around all other such marketing platforms. Moreover, this feature has enabled its users to get on with the process of setting up rather quickly and in just a few straightforward steps.  

  • Boost Sales Fast:  

Once you’re done setting everything up, and you decide to launch the ad campaign, your ads will start appearing right away, which essentially denotes that you could go from no people being engaged to lots of people who you targeted with your adverts in a matter of hours. This will all ultimately lead to you making more sales.  

  • Reach Ready Targets: 

When you’re using Amazon Advertising, you’re essentially getting ready to target people who are already in requirement of your product and are also ready to make the purchase, otherwise referred to as “warm targets.” 

Cons Of Advertising On Amazon: 

Here are a few disadvantages to look out for before you indulge yourself in the world of Amazon marketing: 

  • Lots Of Competition: 

This con is essentially everywhere: the competition is inclining continuously, and all the other sellers are doing the same as you are, which can make it harder for you to generate sales and achieve your target, especially when you’re starting as a beginner.  

  • Potentially Expensive: 

While you can control your budget, you may still find out that advertising is rather expensive. You may have to calculate if it’s worthwhile taking this step for your business yet or not. If you’re overspending your budget, it can always cut into your profits. 

  • Time Consuming: 

Amazon advertising can be easy to set up and get running, and even if Amazon automates the process, it will always cost you some extra time and effort if you’re aiming higher. If you set out to achieve high-performing stats, amazon will cost you your time. 


Amazon’s role in advertising is to help their sellers achieve the sales they want by running Ads on Amazon as a marketing platform. It allows users to help their products perform better than ever before by running ads and improving the overall performance of their Amazon store. There are many types of ads to choose from and many things to discover before jumping in, which is the exact information we’ve demonstrated and showcased for you to acknowledge. 

Furthermore, it is mostly recommended that to use and analyze the ads performance metrics to improve the performance of ads. When you monitor the metrics such as CTR, conversion rates and ROI, you can make a data driven decisions and make your Amazon Ad campaign more successful.


Why Is Amazon Ads Successful?

There are many answers to this question. However, one of the biggest reasons behind Amazon ad’s success is their payment model, PPC (Pay per click) which means that you only pay when potential conversion clicks on the ad.

What Is Amazon’s Most Common Form Of Advertising?

“Sponsored product ads” are the most common mode of advertising chosen by most Amazon sellers as they can help by quickly and easily promote the desired product.  

How Big Is Amazon’s Advertising?

Amazon generated $10.68 billion from its Ads services in 2023. This was the result of a 22% increase from the same period in 2022.  

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