Amazon Ads can support brands that want to develop marketing strategies to reach B2B customers in multiple ways, using sponsored ads, display ads and Amazon Business sponsorship.
Sponsored ads include Sponsored Products and Sponsored Brands, which are self-service advertising solutions that promote individual product listings on Amazon. Advertisers can target Amazon Business and B2B customers by manual keyword targeting in their campaigns, using keywords that match shopping queries that B2B customers use online, such as using keywords specifying large/bulk quantities, a B2B-specific industry (medical, educational, etc.) and using exact product names with model numbers and dimensions (if applicable). With manual keyword targeting, you can specifically select and bid for specific keywords or products you want to target.
Display ads include Sponsored Display (self-service) and Amazon DSP, which are solutions that help advertisers grow their business and brand by engaging shoppers across their purchase journey, on and off Amazon. Advertisers can target Amazon Business and B2B customers by using Amazon B2B audience segments in the advertising campaigns.
Amazon B2B audiences gives brands the opportunity to reach our B2B customers at scale, across our owned and operated inventory and across Amazon DSP. These audiences are based on Amazon first-party data and are available to any brands who wish to reach B2B customers across digital channels. Amazon Ads’ audience capabilities use billions of shopping and viewing signals to help advertisers reach the most relevant audiences for their businesses.
To target Amazon Business and B2B audiences on Sponsored Display, advertisers can use the audience targeting segments found within the “Business and Industry” subsection found under the main “Lifestyle” section while creating advertising campaigns.
Amazon DSP has an array of audiences available that are included within this main cluster: