Amazon Ads provides advertising solutions tailored for businesses of all sizes and budgets, helping them achieve their goals across various stages of the customer journey. The platform offers unique audience insights and measurement tools that allow advertisers to understand customer behaviors and optimize campaigns effectively. With a strong focus on customer experience, Amazon Ads enables targeted advertising based on insights gleaned from customer interactions on its platform.

1. About Amazon Ads
Amazon Ads solutions are designed to help you reach your
business goals—regardless of your company's size, stage, or
budget. These solutions, such as sponsored ads or display
ads, can help you find, attract, and engage millions of
Amazon customers at every stage of their journey.
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2. Amazon Ads benefits
1. Reach business goals: Amazon Ads solutions can help you reach your brand's business
goals, whether short- or long-term
2. Made for all sizes: Amazon Ads solutions are for businesses of every size and at any
stage, including large, established advertisers, up-and-coming brands, sellers, agencies,
and managers of products that aren’t sold on Amazon
3. Works for every budget: No matter your business size, we have an advertising solution
for you. And you don’t need a huge budget to collaborate with Amazon in a customized
way
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3. Amazon is unique!
Amazon is its own channel, with a broad and engaged audience. Because of this, you can
reach relevant audiences with the right message. Amazon Ads can help you learn how your
customers are engaging across touchpoints with sites owned and operated by Amazon.
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4. Amazon is unique!
● Amazon as a publisher: As a publisher, Amazon delivers ads to its customers while
they’re on sites owned and operated by Amazon and on other sites and devices
● Amazon as a retail channel: As a retail channel, Amazon helps customers discover
products, learn about them, and make purchases
● And more!: In addition to being a publisher and retail channel, Amazon offers original
content and devices in its effort to improve customers’ lives
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5. Amazon’s values
● Customer obsession: Amazon is obsessed with our customers. We always start with the
customer and work backwards from there. Everything we do is about the customer. The
decisions we make with Amazon Ads consider what is best for the customer
● Invention: Invention is a core value in everything we do. We are always looking for new
ways to deliver better customer experiences. Our ads aim to create positive customer
experiences online and offline
● Operational excellence: We utilize technology to improve the operational excellence of
our advertising solutions
● Long-term thinking: Amazon is a company that is based on long-term thinking. We will
always make decisions in favour of long-term benefits rather than short-term
profitability
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6. Benefits to you
As an advertiser, Amazon Ads can benefit you by helping you reach your customers,
understand their shopping activities, and measure the impact of your advertising on your
business.
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7. What does Amazon Ads offer?
● Audience insights: Audience insights provide advertisers with an understanding of the
composition (e.g., gender, age range, household income) and shopping interactions of
their brand's audience on Amazon
● Audience solutions: Amazon audience solutions help you reach customers at the right
moment across Amazon properties and devices
● Unique measurement: We provide metrics that inform a broad array of business
decisions. You can use these metrics to optimize campaigns toward specific goals
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8. The customer journey
1. Awareness: Customer discovers a new electric toothbrush brand on Amazon through
an ad
2. Consideration: Customer reads reviews and adds a toothbrush to their cart after
considering options
3. Purchase: Customer uses the discovery bar to find a toothbrush and adds it directly to
the cart
4. Advocacy: Customer, satisfied with the product, writes a positive review
5. Loyalty: Customer opts for Subscribe & Save after consistently purchasing the same
toothbrush
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9. Advertising along the customer journey
Tailor your campaign to suit shoppers' diverse stages in the customer journey. Utilize
appropriate tools and audiences for your business objective, both on and off Amazon.
Understand how audiences align with the customer journey to shape your strategy
effectively
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10. Advertising along the customer journey
● Awareness: Advertisers can generate long-term, new demand for their brand by
reaching shoppers who are not currently engaging with the category
● Consideration: Advertisers can generate short-term, new demand for their brand by
reaching shoppers considering the brand's category, but not currently considering the
brand.
● Purchase: Advertisers can leverage existing demand for their brand by reaching
shoppers already considering the brand.
● Loyalty: Advertisers can remarket to existing brand customers for up-selling or cross-
selling purposes
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11. Advertisers can understand their audiences
● Amazon offers insights into audience behavior throughout the customer journey
● First-party data reveals the entire customer decision process, spanning from discovery
to purchase
● This information enables us to improve the customer experience by delivering timely,
pertinent messages to the right audiences
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12. Three types of audience solutions
Amazon's audience solutions help advertisers reach relevant audiences across Amazon, its
properties, and its devices. There are three types of audience solutions
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13. Audience Insights
● Audience insights include reporting that provides you with information about shopping
interactions on Amazon
● For advertisers of products sold on Amazon, insights show how customers currently
view and purchase a brand’s products on Amazon, even if the brand is new to
advertising
● For advertisers of brands not sold on Amazon, tools such as an overlap report provide
greater insight into existing audiences
● Audience insights will help inform your campaign strategy
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14. Audience Insights Example
● Mark's company caters to contractors and construction firms, specializing in tool sales.
● Initially, Mark assumed that his customers primarily researched and bought tools during
the workweek
● Audience insights revealed that tool purchases also occur on weekends
● This newfound understanding influenced Mark's strategy for effectively engaging his
customer base
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15. Amazon Audiences
● Amazon offers targeting options to reach specific audiences based on their interests
and past shopping behavior
● Standard audiences encompass pre-built segments like lifestyle, in-market, and
demographic groups, indicating potential interest in your offerings
● Audiences based on shopping interactions focus on users who engaged with specific
keywords, visited product pages, or made purchases from your brand or similar brands
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16. Amazon Audiences Example
● Marta and her agency oversee advertising for a recently launched children's movie by
an entertainment company
● They utilized Amazon audiences to target customers interested in children's and family
films
● Additionally, to boost conversions, they employed Amazon audiences to reach users
who viewed the movie's detail page
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17. Advertiser Audiences
● Advertiser audiences enable advertisers to target audiences already interacting with
their marketing channels
● These audiences can be compiled from various sources and integrated into advertising
strategies
● Advertiser audience solutions encompass pixel data, advertiser hashed audience, and
DMP segment transfers
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18. Advertiser Audiences Example
● Tori, the marketing head of a mattress company, aims to expand their customer base
● Utilizing advertiser audiences, they exclude current customers from their campaigns
while also targeting Amazon audiences resembling their existing customer base
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19. Unique Measurement
● Amazon's measurement solutions utilize first-party metrics and retail insights for a
distinct view of the customer journey, revolutionizing advertising planning,
optimization, and measurement
● These metrics are pivotal in a variety of business decisions, allowing brands to fine-tune
their strategies towards their objectives
● There are three types of reports available to enhance understanding and effectiveness
in your advertising strategies
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20. Three types of measurement solutions
● Retail Insights: Provides a comprehensive view of shopping activity on Amazon pre,
during, and post campaigns, covering organic searches, page views, and purchases
● Amazon Campaign Reporting: Utilizes first-party metrics like Subscribe & Save
subscriptions and brand halo conversions for precise measurement of ad influence on
product discovery, research, and purchase
● Third-Party Reporting: Offers advanced insights including brand lift and offline sales
impact, giving a complete assessment of advertising effectiveness across various media
channels
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21. Unique measurement examples
● Retail Insights: Carolina oversees her brand's Amazon presence, utilizing retail insights
to gauge any alterations in presence post-campaigns, focusing on both retail and
advertising performance
● Campaign Reporting: Malik, managing various campaigns, employs campaign reporting
to assess the effectiveness of strategies during stakeholder meetings, examining
metrics like detail page views and brand halo conversions
● Impact Reporting: Jack, leading marketing and sales, collaborates with Amazon and a
third-party for a comprehensive study to measure campaign impact across diverse
channels, both on and off Amazon
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22. Unique measurement and the customer journey:
Awareness
You may ask: How many customers did I reach?
Metrics you can get:
● Impressions
● Clicks/click-through rate (CTR)
● Unique reach
● Brand lift
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23. Unique measurement and the customer journey:
Consideration
You may ask: Was there an increase in detail page views?
Metrics you can get:
● Search rank
● Detail page view rank
● Pre- and post-campaign detail page views
● Average rating and customer reviews
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24. Unique measurement and the customer journey:
Purchase
You may ask: What percentage of customers who have seen my advertising purchased the
product?
Metrics you can get:
● Add to cart
● Add to list
● Purchase rate
● Return on ad spend (ROAS)
● Brand halo conversions
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25. Unique measurement and the customer journey:
Advocacy
You may ask: Is my product being reviewed positively by customers? What is the average
rating?
Metrics you can get:
● Customer review count
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26. Unique measurement and the customer journey:
Loyalty
You may ask: Did my campaign help drive new Subscribe & Save subscriptions? Did my
advertising help drive conversions for other products within my brand?
Metrics you can get:
● Subscribe & Save
● Brand halo conversions
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27. Advertisers on Amazon: Amazon selling partner
Selling partners on Amazon encompass:
● Amazon sellers utilizing Seller Central to oversee their operations
● Amazon vendors employing Vendor Central to manage advertising campaigns through
the advertising console
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28. Advertisers on Amazon: Advertiser of brands not
sold on Amazon
● Advertisers of non-Amazon-sold brands aim to tap into Amazon's extensive reach and
influence for brand visibility
● They may handle campaigns through the Amazon DSP or utilize Amazon's managed
advertising services
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29. Advertisers on Amazon: Advertising agency
employee
● An ad agency employee may represent a selling partner or a brand that does not sell on
Amazon
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30. Advertiser goals
● Awareness Goals: Create a lasting impression for unfamiliar audiences
● Consideration Goals: Enhance customer engagement for those actively shopping the
category, aiming to consider your brand's products
● Purchase Goals: Target customers nearing a purchase decision, boosting conversions.
This includes those who viewed product details but did not convert
● Loyalty Goals: Foster brand loyalty, leveraging tools like Subscribe & Save offers for
new brand subscribers through Amazon Ads solutions
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31. Examples of advertiser goals: Awareness
● Awareness Goals: Aim to create familiarity and interest in your brand's offerings
● Example: An apparel brand promoting a new winter coat focuses on building awareness
through display or video ads, targeting potential customers who may not be acquainted
with their brand or products
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32. Examples of advertiser goals: Consideration
● Consideration Goals: Target shoppers browsing the aisle but not engaging with your
brand's products, based on their view and purchase interactions
● Example: A snack brand advertiser aims to promote their product by reaching shoppers
who have recently browsed the category, aiming to capture their interest
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33. Examples of advertiser goals: Conversion
● Conversion (Purchase Goals): Targeting an audience already considering the brand to
capture existing demand for its products; This audience shows a clear intent to buy. The
goal is to re-engage this high-intent audience and guide them towards making a
purchase
● Example: A consumer packaged goods brand aims to re-engage shoppers who showed
interest in their laundry detergent by viewing a detail page or adding the item to their
cart, but did not complete the purchase
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34. Examples of advertiser goals: Loyalty
● Loyalty Goals: Aim to encourage repeat purchases and brand loyalty among customers.
This goes beyond attracting new shoppers; the focus is on fostering loyalty for multiple
purchases
● Example: A dog food brand advertiser may establish loyalty goals to re-engage
customers who have previously purchased their dog food; They aim to achieve this by
promoting Subscribe & Save options for their product
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