As the peak season approaches, Amazon is once again "making trouble"! While sellers are gearing up to boost sales, they also have to deal with the challenges brought by the platform's new regulations.

This time, Amazon launched the “4th ad slot” – a new B2B-exclusive ad placement . The Amazon Business page for corporate buyers will become a new battlefield for advertising!

Amazon adds another advertising slot

Amazon’s advertising locations have always been concentrated in three major areas:

Top of Search (TOS): It is at the very top of the search results page, in a prominent position with usually 3-4 ad spots.

Rest of Search (ROS): located below the search results page or on the second or third page.

Product detail pages: When users enter the product page, the ads appear next to the detailed description and customer reviews.

This "fourth ad slot" will appear on the Amazon Business platform , which is an area designed by Amazon specifically for B2B users and plays a vital role in the US B2B market.

According to statistics, one-third of B2B transactions in the United States are conducted through Amazon's business purchasing platform!

Amazon has previously launched display promotion ads for corporate buyers, but this time it has gone a step further and added exclusive ad space for corporate buyers.

Currently, this feature is still in the testing phase and only a small number of sellers can see it.

For sellers who intend to "seize" this new advertising space, it is recommended to start with the following aspects and make a reasonable layout:

Check the B2B order ratio: Take a look at the store's B2B order volume. If the proportion of corporate purchase orders for certain products is high, it means that your products have potential in the B-end market, and such products are more suitable for testing new ad positions.

Choose the right product: Give priority to products that have been purchased by B-end customers in the past. Create a separate advertising campaign to place it in this B2B position to facilitate accurate tracking of results.

Control your bid and place your ads with caution: It is recommended that you set your initial bid to about 10% of your daily bid, then increase the percentage to 900% (equivalent to a single targeted bid) and observe the exposure. If the expected effect is not achieved, you can gradually fine-tune the bid.

Isolate testing to ensure controllable effects