New studies connect Amazon Advertising to positive brand outcomes

APRIL 28, 2020

By Richard Lawrence
Sr. Product Marketing Manager

When brands think of Amazon Advertising, they may first think of bottom-of-the-funnel advertising tactics that will increase conversions and return on ad spend on Amazon. But as we’ve enabled more brand building opportunities both on and off Amazon, we’re increasingly seeing brands work with us with new goals in mind: helping drive awareness and brand engagement.

Today, many media strategies can achieve high reach—it’s a common goal for awareness campaigns. Far less common are strategies that can effectively move consumers down the funnel from awareness to brand engagement.

The ability of Amazon Advertising to drive brand outcomes above industry averages suggests that customers are more responsive to brand messages when they’re in the shopping and information-gathering mode.– Matt Carr, Director, Amazon Advertising

Amazon Advertising can help you do this. How does this work? When an awareness campaign piques an audience’s interest—whether from linear TV, display, or over-the-top (OTT), for example—that audience may come to Amazon to learn more about the product or brand featured in the campaign. In fact, 68% of shoppers discover a new brand on Amazon.1 They do this in a variety of ways, including browsing product pages, watching product videos on a brand’s Store, and reading customer reviews.

Amazon has a reach of 210MM customers every month,2 and these shoppers use Amazon as a resource to inform their online and offline purchase decisions. This can translate to higher sales lift for advertisers. In fact, a third-party study found that Amazon Advertising campaigns drove 2.8 times higher in-store sales lift compared to the all-publisher norm.3

Further, Kantar measured 49 mobile campaigns running on Amazon and 110 OTT campaigns running on Fire TV from 2018 to 2020. The analysis found that mobile campaigns on Amazon drove 450% higher purchase intent lift than the industry average, while OTT campaigns drove 75% higher awareness lift than the industry average.4

“Unlike isolated case studies, the value of Kantar brand norms is that it establishes a pattern of performance over a long period of time that speaks to the efficacy of an advertising channel for driving favorable brand outcomes,” said Matt Carr, Director, Amazon Advertising. “The ability of Amazon Advertising to drive brand outcomes above industry averages suggests that customers are more responsive to brand messages when they’re in the shopping and information-gathering mode.”

Amazon Advertising can help brands drive awareness and brand engagement—both online and offline. To learn more about how we can help you achieve your brand goals, please contact your Amazon sales representative.

1. Kantar custom survey 2019 US. The study was among 3,000 survey participants who purchased cosmetics, apparel, or consumer electronics products during the period of June–September 2019.
2. Comscore Media Metrix, December 2019.
3. Oracle Data Cloud norms, 2017–2019.
4. Kantar norms, 2018–2020.