Amazon Expands Sponsored Products Ads to Off Amazon: What Does It Means for Brands?

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Advertising
  • DATE: 06/09/2023

In a groundbreaking move, Amazon is taking its Sponsored Products advertising programme beyond the confines of its own e-commerce platform, allowing brands to tap into an even broader audience base.

This expansion extends Sponsored Products ads to various external apps and websites, offering brands an enticing opportunity to increase their reach and drive higher sales figures. These ads will not just appear anywhere but will find placement on premium platforms, including Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis brands such as Lifehacker and Mashable.

Amazon’s decision to venture into off-Amazon advertising is a strategic maneuver with significant implications for brands. It presents a novel channel to access potential customers who might not be actively shopping on the Amazon website. These ads will be automatically displayed based on user interests and the advertised product, requiring minimal effort from brands to get their ads in front of a broader audience. Amazon promises to start small before expanding as they want to ensure delightful shopping experience.


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While this development is undoubtedly promising for Amazon brands, it’s crucial to treat carefully and consider various aspects before diving headfirst into this new advertising programme. In this article, we’ll explore the expansion of Sponsored Products ads to off-Amazon platforms, what it entails for brands, and essential factors to contemplate when embracing this opportunity.

What are Sponsored Products Ads?

Before we delve into the off-Amazon expansion, let’s first understand what Sponsored Products ads are and how they function within Amazon’s ecosystem.

Sponsored Products ads are a specific type of Amazon pay-per-click (ppc) advertising. These ads empower brands to promote their products directly within the Amazon marketplace. When a customer searches for a product on Amazon, sponsored product listings can appear at the top of the search results. Crucially, brands only incur costs when someone clicks on their ad, making it a cost-effective and performance-driven advertising option.


Sponsored Product Ads


Sponsored Products Ads on Off-Amazon Platforms

Now that we’ve clarified the concept of Sponsored Products ads, let’s examine how these ads will function on external platforms. In essence, the mechanics remain similar to how they operate on Amazon itself.

When users visit participating websites or apps, Amazon’s sophisticated algorithms will evaluate whether they are likely to have an interest in the products being advertised. If the algorithms identify a match between user preferences and the advertised products, the seller’s Sponsored Products ad may appear within the external platform.

If you are a brand running Sponsored Products ads, you do not need to anything to appear on these sites or apps. The ads will pop up automatically considering the page’s content, the campaign, and the cost-per-click settings that you have already determined.


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The Benefits of Off-Amazon Sponsored Products Ads

The expansion of Sponsored Products ads to off-Amazon platforms introduces several advantages for you:

Reach a Wider Audience

While Amazon is an e-commerce behemoth, it’s not the sole arena for potential sales. By extending Sponsored Products ads beyond Amazon, you can access a more extensive customer base, including those who may not be actively shopping on the Amazon platform.

Increase Brand Awareness

Having your ads displayed on external platforms contributes significantly to brand exposure. Increased brand recognition can translate into more sales on Amazon as well as on other online marketplaces.

Drive Traffic to Your Amazon Listing

Each click on a Sponsored Products ad redirects the user to your Amazon listing. This redirection offers a golden opportunity to convert these visitors into customers, capitalising on their initial interest in the advertised product.

Boost Sales

The combined benefits of reaching a wider audience, enhancing brand awareness, and driving traffic to your Amazon listings can substantially boost your sales figures and revenue.


Challenges of Off-Amazon Sponsored Products Ads

While the prospects are undoubtedly exciting, it’s vital to acknowledge the challenges that come with running Sponsored Products ads on external platforms:


Sponsored Products ads, whether on Amazon or off, can potentially be expensive, particularly when targeting a broad audience. Careful budgeting and monitoring are essential to avoid overspending.


Expect competition from other brands who are also vying for ad space on the same external platforms. High competition levels can make it challenging to ensure your ads receive the visibility they deserve.


Tracking the effectiveness of your Sponsored Products ads on off-Amazon platforms can be challenging, as comprehensive data might not be readily available or as transparent as it is on Amazon itself.


Strategies for Success with Off-Amazon Sponsored Products Ads

To maximize the benefits and overcome the challenges of Sponsored Products ads on off-Amazon platforms, you should adopt a strategic approach:

Target Your Ads Carefully

Leverage keyword targeting to ensure your ads reach the individuals most likely to be interested in your products. Precision in targeting can lead to higher conversion rates.

Set a Budget and Track Results

Effective budget management is vital when running Sponsored Products ads. Define a clear budget and closely monitor your ad campaigns to ensure you’re not overspending. Regularly review performance metrics to optimise your campaigns for better results.

Optimise Your Ads

Experimentation is key to finding the most effective keywords, match types, and bidding strategies. Be open to making adjustments and refinements to improve your ad campaign’s performance continually.

Create an Optimum Product Listing

This means crafting a detailed and compelling product page on Amazon that is not only enticing for users in shopping mode but also also in browsing mode. Include high-quality images, informative descriptions, not only features but also benefits, competitive pricing, and relevant keywords.

Product Quality

The quality of your products is paramount. High-quality products not only enhance customer satisfaction but also increase the likelihood of positive reviews and repeat purchases, reinforcing the effectiveness of your ads.


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Our Thoughts

While this new development is undeniably exciting, it can also feel intimidating, especially when you’re not entirely in control of your budget allocation. Amazon opens up a promising path to reach a wider audience, elevate brand visibility, channel traffic to your Amazon listings, and amplify sales. Nevertheless, this expansion brings forth its unique set of hurdles. One critical question is if advertisers will have the autonomy to decide if their ads will appear off Amazon and, if so, on which placements. Additionally, will the available reporting tools provide sufficient insights to gauge the effectiveness of off-Amazon advertising?

Need our help?

Need our assistance setting up your Amazon ad strategy, advertising campaigns or providing an audit for your existing ad strategy? Our Amazon experts are on hand to answer any questions you have, just send us a message or schedule a call.


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