Based on these results, I think it’s worth doing an overview of the Amazon advertising landscape (nobody said they don’t sell there). And with fewer than half using DSP as part of a Prime Day strategy, I think it’s worth dwelling on where DSP fits into a full funnel of Amazon ads that gets those products landing on page one.
So, here’s the breakdown:
Sponsored Products. Most sellers start advertising on Amazon with this PPC ad type which helps match your products with the right searches.
Sponsored Brands. With Amazon brand registry you unlock many other opportunities, like Sponsored Brands, which allow you to use brand assets in your advertising on the marketplace.
Sponsored Display. A great way to test the waters of display advertising is with Sponsored Display ads. They’re easier to set up than DSP and the budget requirements are lower, but they’re not as robust in terms of targeting or range of placements.
Amazon DSP. Amazon’s own demand-side platform (DSP) utilizes the marketplace’s rich audience data to run display ads, enabling you to target by audience behavior and reach audiences both on and off Amazon.
To dive deeper into the differences between ad types and especially the differences between Sponsored Display and DSP, read our article Amazon Sponsored Display Ads: A Full-Funnel Approach. I like this article because even though it’s mostly about Sponsored Display, it goes into detail on how the full ad funnel works on Amazon.
There’s also a bunch of other brand promotion programs you can use on Amazon, mostly for free, like building a brand store page or using Amazon’s social selling features.
It was enlightening to hear from you through the poll, so here’s the obvious next question, given that folks here are mostly already selling on Amazon — if you were to expand to a new marketplace, which would it be?
