January 26, 2021 | By Sourav Singh
When we consider a purchase journey, shoppers typically take time to consider the different product options available before making a final purchase decision. In fact, we’ve found that only 4% of shoppers convert to a purchase in the same session where they started browsing for a product.1 On average, shoppers take 6 to 7 days to make a purchase and might browse through 14 product detail pages before doing so.2 Browsing and discovery are an important part of the purchase journey.
There are four key business objectives across the product life cycle with which Sponsored Display can help.
The goal of product awareness is to maximize reach among new audiences and improve product discovery. Sponsored Display helps you achieve this goal by enabling you to target relevant product categories on Amazon, with targeting refinement on attributes like category, brand, price, and Prime eligibility.
Sponsored Display can help you grow your customer base by targeting specific products or categories, or by engaging audiences that have viewed, browsed, or purchased similar products.
You can also use Sponsored Display to cross-sell or upsell to your loyal customer base. With product targeting, you can target your own product detail pages to showcase related products. This helps shoppers already considering one of your products, to also consider your other offerings either as a substitute or as a complement.
1 US conversion rate for 3rd quarter, 2018
2 Amazon Internal, 2019.