Amazon and advertising- things to know
Amazon, apart from being an ecommerce giant, is also utilizing its web platform to serve relevant advertisements. These ads, according to Recode, are working.
The company displays the ads along with the product listing and recently the product pages seem to be full of such advertising.
Recorde’s Rani Mulla has presented an analysis of the ad performance on Amazon’s search result pages.
Mulla says, “Amazon-sponsored product ads have been around since 2012. But lately, as the company has invested in growing its advertising business, they’ve become more aggressive.
See, for example, our search below for “cereal.”
The first three results, which take up the whole screen above the fold — everything visible before you scroll — are sponsored placements that appear as search results: Ads for Kellogg’s Special K, Quaker Life and Cap’n Crunch. (It’s similarly dramatic on mobile, where it takes up the entire first screen.) This is followed by a section featuring Amazon’s own brand, 365 Everyday Value, which was part of its Whole Foods acquisition.
Not until scrolling down halfway on the next browser “page” do organic search results — non-paid, non-Amazon brands — come up: Post’s Honey Bunches of Oats and Kellogg’s Frosted Mini-Wheats and Frosted Flakes”.
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