The past couple decades have seen a shift in U.S. grocery retailers moving, in large part, to bulk purchasing and offerings with lower prices on a per item/unit/serving basis. Bulk retailers like Costco and Sam’s Club are great examples, and if the bulk product is not offered to the end consumer, then bulk purchasing is completed at the corporate level and the distributed at lower individual item rate. Walmart’s success of bulk-purchasing at the corporate level, and distributing those cost savings to their customers at the store-level is a great example
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Kleenex and facial tissue. Clorox and bleach. Pepsi and cola. All of these are examples of a marketplace phenomenon that occurs when a protected trademark or brand name is so popular that it becomes synonymous with the name of its product. Brands that achieve this popularity benefit greatly, because both their name and product become part of our everyday lives.
For example: what do we say when we search for something on the internet? We Google it (sorry Bing)! The search engine giant has infiltrated our vernacular, our shopping behavior, our commute, and even our sarcasm.
That being said, Google has some stiff competition on the search engine front in the form of our favorite online marketplace, Amazon.com. I'm sure we've all heard the stat from 2016 that over 55% of consumers start their shopping journey on Amazon, a number that's likely increasing every day. A new study also finds that at least a fifth of all e-commerce sales in the US are now being driven by Amazon.
To most of you reading this, none of this is new, and none of this is a surprise. Amazon vs Google has been a hot topic of discussion (recently even my own) for years now. What is important though is a fundamental change in how we think about Amazon; not as a retailer, a storefront, or an e-commerce site, but as a search engine.
Amazon is a search engine, and the products are the websites.
When marketers and brands approach Amazon as a search engine and the products as websites, it opens up a whole new realm of possibilities. The same strategies that are successful in Google can be easily translated to Amazon:
- Have a great search engine marketing strategy with tons of historical data? Transfer it to Amazon Marketing Services or Seller Central Ads (with an Amazon twist).
- SEO meta data keywords and descriptions performing well for your organic efforts? Duplicate your work in the product level meta data.
- Creating amazing content that's driving engagement and sell through? Utilize A+ content, product descriptions, and brand storefronts to tell your story.
- Investing in programmatic retargeting for your website? Leverage Amazon's first party data through Amazon Marketing Group (AMG) or Amazon Advertising Platform (AAP) to retarget customers who visit your product pages.
As Amazon continues to up their game, release new ad products and features, and update their SERP, the opportunity for brands on Amazon will continue to increase.
So will we be "Amazoning" things here in the future? Maybe you already are, but it's easy to say that Amazon will continue to play an increasingly large part in our daily lives.
Have questions on how to maximize your Amazon presence? Feel free to shoot me an email firstname.lastname@example.org.
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No Quality Score? No problem.
Amazon’s ad business eclipsed $1 billion in 2017 largely in part to increased investment in Amazon Marketing Services (AMS) & Seller Central Ads. With these increasing numbers, it’s easy to compare Amazon advertising to more mature platforms like Google AdWords, but the truth is there are some important differences between the two.
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Date Range, Placement, and Search Term Reports across campaigns are a few of the new features Amazon revealed last week for Amazon Marketing Services (AMS), their Vendor Central (VC) only advertising platform.
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First, some context. Let’s assume you’ve already registered your seller profile as a “Professional” or “Individual” seller on Seller Central within Amazon. If you haven’t, Amazon provides great resources on this process. Let’s also assume you have listed your available products to sell on Amazon along with some basic bullet point descriptions and a few product pictures.
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At Amplio, we’re fortunate to have a background of intense data-driven marketing and an innate desire to provide gratuitous value to our clients. We are passionate about helping companies grow their sales on Amazon regardless of their starting point, company size or exit strategy. Our experience and expertise in a rapidly growing channel like Amazon brings both opportunities and challenges. Amazon is a convoluted, menacing, beast that can completely change the way your business runs… and we are 100% confident that Amazon can change your business for the better.
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Headline Search Ads Likely Coming to Seller Central in 2017 - Better Reporting, More Expensive Clicks
For those not yet familiar with the Headline Search ad type, it is supported by Amazon Marketing Services (AMS), the ad platform made available to Amazon vendors. Third party sellers (Seller Central sellers) often gain access to AMS by signing up as a “vendor” with a poor performing product.
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Given the rise of Amazon’s Prime customer base that now includes over 20% of the entire US population, marketers are working full speed ahead to solidify Amazon into their Omnichannel strategy. This isn’t to suggest that brands in the IR500 have neglected the Amazon marketplace altogether. In fact, many Enterprise and SMB brands alike have been selling on Amazon for 10+ years generating hundreds of millions of dollars of revenue in the process. These brands have profited largely through vendor relationships with Amazon Retail, the division of Amazon that secures wholesale relationships with brands through salespeople and brokers. But only recently have marketers, as opposed to sales people and brokers, been tasked with growing sales on the channel.
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To utilize Amazon Sponsored Product Ads (SPAs), you must be selling your product(s) through either Amazon’s Seller Central or Vendor Central. The reasons for leveraging Amazon as a sales channel are numerous. A recent survey suggests that 2016 was the year Amazon overtook Google as a starting point for product search.