Many merchants sell their items directly on Amazon.com, but did you know there is another great way to gain customers on Amazon.com without selling through Amazon directly?
Amazon Product Ads allow your products to show in search results. Customers can click on your products to go directly to your website. These don’t appear as annoying ads that online shoppers would overlook; they are more of a suggestion to customers of other products they may find useful on external websites.
While all the listings appear co-mingled in the Amazon.com search results, when you actually click to view the product, you may see a Product Ad or a Seller Central ad.
- Amazon Seller Central/WebStore/FBA – The “add to cart” button appears which allows customers to checkout directly through Amazon (meaning merchants will be paying Amazon a revenue share percentage).
- Amazon Product Ads – Rather than seeing the “add to cart” button, there will be a button that will allow the shopper to “visit this site” which will take the shopper directly to the merchant website. Here, the customer can complete their purchase using the store’s cart.
The great thing about Amazon Product Ads is the merchant does not pay a potentially costly revenue share percentage to Amazon, since the shopper does not checkout via the Amazon cart. The merchant does however pay a cost-per-click (CPC) for the listings, in place of a revenue share percentage.
Ads usually appear under the “add to cart” button of the product sold through Amazon. Amazon Product Ads also receive their own “product ads from external websites” section at the bottom of every Amazon Seller Central/WebStore/FBA listing page. Again, these don’t appear to look like ads, rather just shopping alternatives for the customer. This is a great way to increase exposure and sales too.
But what about those Sponsored Links at the bottom of Amazon pages? Those are indeed PPC ads, generated and served from the advertiser’s Google AdWords account. Since Amazon is one of Google’s “Search Partners,” by default, all PPC ads targeted to the regular Google Search pages can appear on Amazon, eBay, Ask, and a host of other Search Partners Google has, although the search engine giant doesn’t disclose a full, comprehensive list.
Solid Cactus often recommends running PPC ads on the Search Partners Network because we typically see a very good return for most industries. Also, it’s great branding to have your store appear in Amazon’s Product Listings, in addition to Sponsored Links at the bottom of the page. Think about it: a user is more likely to consider you a leader in your industry after seeing your store name in several spots, as opposed to just one.
So, if you’re considering Amazon as a part of your shopping engine advertising efforts in 2013, don’t discount the value of the PPC ads at the bottom of the page as well. While often considered annoying, these ads do convert and will help your overall store branding, so don’t be afraid to consider it this holiday season.