Advertising on Amazon is gaining more and more followers, reaching third place, only behind Google and Facebook. In addition, everything indicates that it will continue to grow thanks to its positioning in the user's mind as the search platform par excellence for purchasing products . Advertisers know that exposing their products to Amazon users is synonymous with showing them to a wide audience with a high purchase intention.
A platform with a lot of potential
Amazon has always been known for being a platform with slow but steady growth. In fact, despite being a company that was founded in 1994, it was not until 2016 that it zalo database experienced exponential growth, something quite atypical when compared to many of today's startups .
We could say that the growth of its advertising platform is following the same model: slow but sure, putting the end user, the buyer, at the center of its strategy.
Amazon has earned the trust of users by pursuing policies that put the customer at the centre. Unlike other platforms, its entire strategy is developed around this concept in a very intense way, and that is precisely what sets it apart from much of its competition.
In recent years, in order to establish itself as an advertising platform that can compete with the best-positioned ones on the market, it has constantly introduced improvements: in the ad management tool, in the types of ads available, in the information it provides in the reports necessary to optimize campaigns, etc.
However, this slow growth has meant that Amazon has been developing different advertising tools at the same time, on platforms that complement each other.
Simplifying the different advertising platforms
Amazon is aware that having different advertising platforms can be confusing for advertisers. That's why, since 2018, they've been working hard to simplify them, which has led them to rename them to make them more descriptive. But, as a potential Amazon product advertiser, you're probably searching the internet for information on how their advertising works. And it's more than likely that you'll come across a bunch of acronyms and terms that don't sound familiar to you. Don't worry, we'll clear them up:
Amazon Advertising is the umbrella term used to encompass Amazon's entire portfolio of advertising products. It was formerly known as Amazon Media Group or AMG.
Amazon Advertising Console , formerly known as Amazon Marketing Services (AMS), encompasses all pay-per-click solutions. It is the most widely used platform, due to its simplicity and the great impact that these ads can have on a brand's sales.
Finally, Amazon DSP or Demand Side Platform replaced Amazon Advertising Platform (AAP). This is the programmatic advertising space purchasing tool, which allows us to create more elaborate display and video campaigns. Accessing it is a bit more complicated, and you can only afford it if you have a high budget.
