Amazon Advertising- the Concept & Scope
Amazon Advertising is definitely going to be incredible with Amazon being the biggest e-commerce player globally and across many nations. Initially, it was an e-commerce store but later it converted to a marketplace. [An e-commerce store has one or a few businesses in a partnership that run the store; on the contrary, an e-commerce marketplace enables sellers to open an account, list, and sell their products while the store charges a commission on every product sold]. Amazon allows internal ads for the products and brands on its marketplace(s).
Amazon owing to its huge size, hype, high advertising spends, and global presence is an ideal place not only to list and sell but also to advertise one’s products.
Amazon is currently the world’s biggest e-commerce marketplace with a huge customer base and daily traffic. Thus, listing your product or book on Amazon gives you the opportunity to make it available to a large number of customers who come searching for similar products. Whereas, driving traffic to your own website can take a huge effort and investment.
Amazon Advertisement for Amazon Marketplaces
- Sponsored Product Ads
- Sponsored Brand Ads
- Deals and Coupons
Sponsored Product Ads
Using this advertising strategy, sellers can run campaigns to make their products appear across categories or by keywords. When customers search for that specific category or keywords, they see the ad on the top or in specially specified positions that are eye-catching.
Sponsored Brand Ads
This advertisement strategy is the same as a sponsored product but with a highlighted Brand name on the ads and product description on the product details page.
Deals and Coupons
Sellers can also provide deals and coupons to offer an extra discount on their products.
Amazon Advertisement for Kindle E-Books/ KDP Print Books
Kindle Store enables authors/ publishers to run ad campaigns similar to the amazon marketplace.
- Sponsored Products
- Lock Screen Ads
- Free Book Promo & Countdown Deals
Sponsored Products
This strategy is the same as the sponsored product ads in the Amazon marketplace(s). This ad strategy enables authors/ publishers to make their books appear across categories or by keywords on top or in special positions.
Lock Screen Ads
This strategy enables authors/publishers to place their ads on lock screens across Kindle E-Readers and Kindle Fire tablets. This strategy targets product categories.
Free Book Promo & Countdown Deals
Authors/ publishers opting for KDP Select Program can choose this additional strategy for Kindle E-Books.
Using the free book promo, a book can be provided for free on Kindle Unlimited (Lending) Library and on Kindle/ Amazon Store. This strategy can be run for up to 5 days once every 3 months.
The countdown deal enables the authors/ publishers to offer special discounts on their E-Books for limited periods.
Notes:
The Amazon advertisement for Kindle is only for the Kindle E-Books and Amazon KDP Print books on the Amazon Stores. It does not apply to other non-Kindle versions.
The Amazon advertisement for Kindle and KDP Print Books is only available on Amazon Global, Amazon UK, and a few other Amazon Marketplaces like Amazon- Germany, Italy, Spain, France.
Free Book Promo & Countdown Deals is available only on Amazon Global (Amazon.Com) and Amazon UK (Amazon.co.uk).
Related Article: Kindle Publishing or Kindle Direct Publishing (KDP)- a Short Evaluation
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