In the early goings of Amazon’s advertising platform, most advertisers looked to it as another source of ad inventory that should be focused on direct response. This is in large part due to Sponsored Products typically being the first format brands wade into, and that format produced a whopping 13% conversion rate for the median advertiser under Tinuiti (my employer) management in Q4 2019. As such, it’s safe to say that Amazon ads are certainly a strong avenue for driving orders and sales.
However, it’s no longer the case that Amazon advertisers are focused entirely on direct response goals, and marketers should be looking at the brand-building potential across both display and search ads in order to get the most out of the platform.
Amazon DSP advertisers increasingly focused on awareness and consideration
The Amazon Demand-side Platform (DSP) allows marketers to target display inventory both on and off Amazon.