New opportunities for sellers! Amazon launches "Retail Advertising Service"

Recently, Amazon announced the launch of the new Amazon Retail Ads Service, allowing retailers to directly use Amazon’s advertising technology on their own websites and apps!

The service is based on the cloud infrastructure of Amazon Web Services, allowing online retailers to display product ads in search, browsing and product pages, thereby guiding customers to complete purchases in their own online stores. However, the service is currently in the Beta testing stage and is only open to multi-brand retailers with independent e-commerce websites/APPs in the United States.

It is also worth noting that Amazon’s advertising backend has also added a new advertising type - promoting products in retailer channels.

There are currently only three retailers with this ad type. After selecting the corresponding website, click Continue to create the ad.

Check it in the advertising report of Amazon backend, select the ad placement report in product promotion, and set the time period to the maximum range. By filtering the data of the ad placement, you can view the ad placement outside Amazon, and also obtain the corresponding spending and sales data.

Unlike traditional in-site ads that are mainly displayed on Amazon, this type of ad focuses on promotion in retailer channels .

1. Product promotion and brand promotion mainly rely on Amazon's internal traffic. However, "Promote products in retailer channels" ads can help sellers break through the traffic limitations of the Amazon platform, introduce new traffic from external retailer channels, and expand potential customer groups.

2. Amazon’s on-site advertising is mainly based on the user data and shopping behavior of the Amazon platform for targeted delivery. However, “promoting products in retailer channels” can carry out more targeted and precise delivery based on the characteristics of different retailer channels and audience groups.

3. Other types of advertising are usually delivered in accordance with the rules and procedures set by the platform. "Promoting products in retailer channels" may have more flexibility in delivery time, frequency and form due to different cooperating retailers.

The three sites where the new ad type can be placed are:

iherb.com, sayweee.com, orientaltrading.com

iherb.com is a well-known e-commerce platform headquartered in the United States. It was founded in 1996. The platform mainly sells natural health products, with more than 30,000 products from more than 1,200 brands. This website ships to the United States and more than 190 countries around the world.

SayWeee, as the largest online Asian supermarket in the United States, focuses on supplying fresh food, groceries, beauty products and household products to the Asian community. The supermarket offers more than 10,000 locally sourced and hard-to-find products, and uses cold chain logistics to ensure the freshness of the products.

Oriental Trading, the largest direct retailer and online shopping platform for party supplies, handicrafts, toys and school supplies in the United States, was founded in 1932. The platform has more than 40,000 unique products and mainly provides services to individuals, schools, churches, non-profit organizations and other corporate groups.

How do sellers use this ad type correctly?

Sellers can deliver more targeted advertising based on the characteristics of different retailer channels and target audiences.

1. Channel selection strategy: Select appropriate retailer channels based on the characteristics of the products, target audience, and the nature and traffic conditions of the retailer channels.

For example, fashion products are suitable for choosing retailer channels related to fashion trends, while household items can choose home building materials retailer channels, and so on.

2. Advertising content customization: Customize personalized advertising content based on the audience characteristics and shopping scenarios of different retailer channels.

For example, in some high-end retailer channels, the advertising content can focus on highlighting the quality and high-end attributes of the products; in discount retailer channels, the price advantage and cost-effectiveness can be emphasized.

This advertisement is suitable for the following types of sellers: sellers with their own brands, sellers with multiple categories of products, sellers with offline business expansion needs, sellers with in-person business expansion needs, etc.