For consumer electronics, Amazon spans the entire customer journey, encompassing both online and offline touchpoints to help drive brand discovery, consideration and sales.
For high-consideration purchases within consumer electronics, such as TVs, laptops and premium smartphones, Amazon Advertising offers tools to help build brand awareness and drive sales.
How Amazon Advertising can help consumer electronics brands reach shoppers
Based on a custom survey by Kantar,1 Amazon can help you reach significant segments of consumer electronics buyers.
Smartphones
83% research online
While 49% of smartphone purchases are made in-store, 83% of smartphone buyers conduct research online prior to purchasing. Amazon also helps shoppers discover new brands, as 64% of smartphone buyers discover a new brand or product on Amazon.
Laptops
63% discovered a new brand or product
86% of laptop buyers conduct research online prior to purchase, but 37% still buy in-store. 63% of laptop buyers discovered a new brand or product on Amazon and tend to have a larger consideration set.
TVs
60% purchase in-store
Amazon reaches TV purchasers, even though 60% of shoppers ultimately purchase in-store. TV buyers come to Amazon to compare prices and read reviews and recommendations.
Customers don’t have to shop for consumer electronics on Amazon in order for you to reach them. With more than 300 million worldwide active customer accounts, we’re able to reach shoppers at scale even if they don’t directly engage with the consumer electronics category on Amazon.
1Kantar, 2019, US.
2Amazon quarterly earnings, Q1 2020. Active customer accounts represent accounts that have placed an order during the preceding 12-month period.
Case study: Samsung
Prior to creating a Store, Samsung faced a challenge with continuity between their brand message on their website and their brand message on Amazon.
How consumer electronics brands can use Amazon Advertising
Brand advertising
Drive brand awareness through ad products such as OTT video ads, audio ads and Amazon DSP with a focus on ads off Amazon or ads with a link-out creative to your brand site.
Digital commerce enablement
Drive sales both on Amazon and offline through ad products such as video and display ads through the Amazon DSP with either a link-in or link-out creative.
Performance marketing
Drive on-Amazon sales through ad products such as programmatic display, Sponsored Display, and through Sponsored Products and Sponsored Brands.
Case study: Rocketbook
Smart notebook company Rocketbook wanted to scale and grow its customer base while continuing to maintain a target advertising cost of sales (ACOS).
Getting started
Let us provide an introduction to our advertising solutions with The basics of success: Understanding Amazon Advertising.