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Whether local or global, this helpful resource explains how best to advertise during a key event, with Amazon Ads
An introduction to the benefits of advertising before, during and after events
Amazon Ads solutions have a global reach that you can leverage to advertise in a wealth of countries across the world. Amazon Ads solutions can help make more sales for your business, and there may be a chance you’re missing out on an opportunity to advertise in one of the countries where Amazon Ads solutions are newly available, such as Sweden or Singapore. An off-season in one country might be peak time for another.
For example, if you are a brand who sells decorations, based in the United Kingdom, and are currently selling in the Amazon store and advertising only in the United Kingdom, you could consider advertising to shoppers based in Poland as well.
— Mr Fang, Yiwu Xinrong TechWe can achieve 2 to 5 times higher impressions and 2 to 5 times more orders during the peak shopping season. With increased traffic, the most important thing is to increase your sponsored ads campaign budget and ensure it doesn’t run out during the shopping event.
Advertising during key shopping events in a different country can be a great way to reach a new audience.
Throughout the year there are multiple key shopping events happening globally, inside and outside your home country. These key events can sometimes lead to an increase in shoppers, which may lead to increased traffic in the Amazon store. These events can be an opportunity to go beyond the globally recognized events, like Black Friday, Cyber Monday and Prime Day, and look at the opportunities around events that are beyond your home country. If you are to build advertising in multiple countries into your strategy, you can help increase your chance of engaging more shoppers, who are ready to buy.
How to reach an international audience, with country specific events
Help get your brand and products in front of potentially hundreds of millions of active customer accounts worldwide* by leveraging key shopping events in countries you’re eligible to advertise in, but are currently not advertising in.
Advertising in multiple countries can provide a year-round opportunity to help boost your sales, during these shopping events.
* Active customer accounts represent accounts that have placed an order during the preceding twelve-month period. Source: Q1 2022 earnings release.
The Netherlands | Poland | Sweden | Turkey | |
---|---|---|---|---|
January | ||||
February | Valentine's Day | Valentine's Day | Valentine's Day | |
March | Ramadan | |||
April | Spring Sale | Spring Deals | Spring Sale | Children's Day ; Spring Deals |
May | Mother's Day | Mother's Day | Mother's Day | Mother's Day |
June | Father's Day | Summer Deals Festival ; Father's Day | Father's Day | |
July | ||||
August | Back to School | Back to School | Back to School | |
September | End of Summer Sale | September sale | ||
October | ||||
November | Black Friday Week | Black Week | Black Friday, Cyber Monday | Gülümseten Cuma (Smiling Friday) |
December | Holiday Gifting | Last Minute deals | Holiday Gift Store | Last Deals of the Year |
United Arab Emirates | Saudi Arabia | |
---|---|---|
January | ||
February | ||
March | Ramadan | Ramadan |
April | Ramadan | Ramadan |
May | Eid Al Fitr | Eid Al Fitr |
June | ||
July | ||
August | Back to School | Back to School |
September | ||
October | ||
November | 11.11 ; White Friday | 11.11 ; White Friday |
December | Holiday Season | Holiday Season |
Mexico | Brazil | |
---|---|---|
January | ||
February | Valentine's Day | Valentine's Day |
March | Consumer Week. | |
April | Children's Day | |
May | Hot Sale ; Mother's day | Mother's Day |
June | Father's Day | |
July | ||
August | Back to School | Book Friday ; Father´s Day |
September | ||
October | Halloween /Día de Muertos | |
November | Buen Fin ; Black Friday | Black Friday |
December | Holiday Season | Christmas |
Singapore | Australia | |
---|---|---|
January | ||
February | Chinese New Year | |
March | ||
April | Big Smile Sale | |
May | Mother's Day | |
June | Mid Year Sale | |
July | ||
August | National Day Sale | Father's Day |
September | Big Smile Sale | |
October | 10.10 | |
November | 11.11 ; Black Friday, Cyber Monday | Black Friday |
December | 12.12 | Christmas |
Visit these calendars for a comprehensive view of all global events:
— Patrick Albus, CEO, Creative Pet AllianceAdvertising with sponsored ads in multiple countries in Europe helped me reach and engage customers we could have not reached otherwise.
“Mexico’s 2021 Hot Sale event B2C ecommerce sales are estimated at $852 million, with 567 million B2C site visits” – eMarketer, 2021
As an advertiser, you have a unique opportunity to engage international customers looking for deals and offers before, during, and after key shopping events, to help achieve your global business goals.
You can explore international shopping events in more detail in the following calendars, that can help you incorporate these events into your advertising plan for the year.
How to create an advertising strategy for international events
Whether an event involves gift-giving, event planning or is a sale and promotions event, shoppers may start browsing and exploring products weeks in advance. Having a high-quality campaign, that considers the local culture and nuances, with fine-tuned keywords can help you maximize the impact of your advertising, and expand your reach during high traffic events.
If you are already advertising in multiple countries, then you may be familiar with the campaign set-up process. When you are planning your event campaign, make sure you are clear on where you want to run which ads, and how they will support your business goals.
If you are new to advertising outside your home country, shopping events across the world can be a perfect time to set up your first international campaign and start building your global business, with the potential for a significant increase in customers browsing and shopping the Amazon store.
A good starting point here is the products that are the featured offer and that you are planning to promote during deals events. Advertising can give these products an extra boost and help drive incremental sales. Also, go back to the local demand you researched for defining the countries to advertise in: which products could be popular there? Check that you have sufficient inventory of the products you want to promote, so that you don’t run out during the event.
This depends on your business goals. Do you want to drive sales, or brand awareness, or both? Your strategy might vary from country to country, and in your key location, you might want to use a combination of ad products.
North America | CA-MX-US |
South America | BR |
Europe | DE-ES-FR-IT-NL-UK |
Middle East | KSA-UAE |
Asia Pacific | AU-IN-JP-SG |
North America | CA-US |
Europe | DE-ES-FR-IT-UK |
Middle East | UAE |
Asia Pacific | IN-JP |
North America | CA-MX-US |
South America | BR |
Europe | DE-ES-FR-IT-NL-UK |
Middle East | KSA-UAE |
Asia Pacific | AU-IN-JP-SG |
North America | CA-MX-US |
South America | BR |
Europe | DE-ES-FR-IT-NL-UK |
Middle East | KSA-UAE |
Asia Pacific | AU-IN-JP-SG |
If you are new to Amazon Ads, start by learning the basics
If you want to learn a few important advertising basics before you get started, look no further than below.
Tip: Our automatic settings can help you get started in a few clicks.
Here’s how to set up a campaign for an event, in a new country
Now it’s time to start building an ad campaign for a specific event, in a country new to you. Setting up a campaign in a new country is easier than it sounds. Amazon Ads offers tools to help, as well as advertising console features to make advertising in new countries simple.
The language switcher functionality lets you view the advertising console in your preferred language. You can find this under the profile icon on the top right of your page, within the ad console.
See translations for suggested keywords in your language of preference with Sponsored Products and Sponsored Brands campaigns during campaign set-up, and to help you create global keyword targeting campaigns in minutes.
— Ronnie Gesser, EZ SOXThe translations under suggested keywords are an incredible addition. It seems like a small thing but it saves me a ton of time each time I manage campaigns.
Automatic targeting for Sponsored Products is a targeting option that lets Amazon Ads automatically match your ads to keywords and products, and is an easy way to create campaigns.
— Carly Mo, CEOBy using Sponsored Products auto targeting, it’s really easy to run ad campaigns in multiple countries. This is the most effective tool for new sellers to promote new products in a new country. You don’t have to worry about language barriers.
For Sponsored Products, Sponsored Brands, and Sponsored Display, you have the option to target specific products or categories that align with your brand offering and sales goals. You can select the products and categories you want to target without having to worry about the local language.
You can start with a small daily budget, to discover the best budget to hit your business goals, and to start gathering insights into which products, generic keywords, and bidding strategies resonate best with shoppers. As you get closer to a key shopping event, and fine-tune your campaigns, it can be helpful to increase your maximum daily budget, to help reach more shoppers.
The budget rules feature can help you optimize your performance when your campaigns hit a certain benchmark. For example, if your campaign is performing well, you can set a budget rule to increase your budget, to help you continue to perform well. You can also set any budget changes in advance for a specific time range, or event. This feature can also help you reduce manual effort spent on adjusting campaign budgets.
After creating a campaign, you can apply budget rules by clicking the relevant campaign in campaign manager, and then selecting ‘Budget rules’ from the side bar.
Country | Minimum daily budget (local currency) |
---|---|
United States | $10 |
Canada | $10 |
Mexico | MXN 200 |
Brazil | R$ 50 |
United Kingdom | £10 |
Germany | €10 |
France | €10 |
Italy | €10 |
Spain | €10 |
The Netherlands | €10 |
Sweden | 100SEK |
Poland | 50 PLN |
United Arab Emirates | AED 40 |
Saudi Arabia | SAR 40 |
India | ₹500 |
Japan | 1,000円 |
Australia | $15 |
Turkey | 85 TL |
You can create Sponsored Products auto-targeted campaigns in multiple countries at once, without spending time setting up and translating campaigns for each country where you want to advertise.*
*Feature not available in all countries.
How to make sure you’re getting the most from your ad campaign
Remember, traffic in the Amazon store will most likely spike during the key shopping event, and higher traffic can result in more clicks for your ads, which might use up your budget faster than normal. Ensure you increase your daily budget before the event, so that you don’t run out during the event and miss potential sales. Also we recommend you adjust your bids to be more competitive during the event period.
During the event it’s important to check on your campaigns regularly. Most importantly ensure your budget doesn’t run out, and that your bids are competitive. If you’re not getting any impressions, consider increasing your bids further to help win the auction for certain popular keywords or shopping queries. Also double down on the keywords that are working particularly well for you, and increase the bids further to help win even more impressions and sales opportunities.
After the event, you can reduce your budgets and bids again, because traffic is likely to slow down. Use the key shopping event momentum as a basis to create always-on international campaigns to leverage global sales opportunities continuously, not just around key sales days.
Explore the results of your campaign to learn and apply your insights
Find out what’s working for you and your business, and build on what you learn from your customers, to help optimize your campaigns.
After your product launches and your campaigns have been running for at least two weeks, review your advertising reports to understand your performance, keeping in mind the goals you set earlier.
If creating product awareness and engagement was your priority, review impressions, or the number of times your ad was shown, as well as clicks and click-through rate.
To learn how your Sponsored Brands ads are connecting customers new to your brand, review the suite of new-to-brand metrics to measure orders and sales from first-time customers of your brand in the Amazon store. Use these metrics to learn how many new customers you’ve reached, estimate the cost of acquisition, and develop the right strategies for growing your customer base.
Try reviewing the new-to-brand keyword metrics to identify keywords with the highest percentage of new-to-brand orders and sales. Consider investing more in these keywords by increasing your bids to help generate even more new-to-brand orders.
If your key goal was to drive sales, measure how many clicks converted into orders, as well as your return on ad spend (ROAS). For a new product with limited awareness, it may take additional budget to drive sales, resulting in a lower ROAS.
To learn if your Store is resonating with customers and supporting your goals, you can access a range of metrics in your Stores insights dashboard. Select a date range to see the number of visitors and views. Sales, units sold, and orders are the estimated totals from Store visitors within 14 days of their last visit. Your insights dashboard also provides a breakdown of metrics by traffic source. You can view traffic generated from your Sponsored Brands ads, traffic originating from your byline on product detail pages, traffic coming from your Store’s source tags, and traffic from ‘other sources’ (not categorized).
A shopper can visit from more than one traffic source and visit more than one page. You can use this insight to understand which traffic sources shoppers use to arrive at your Store, and which pages they visit. That can help you determine if, for example, traffic increase from a paid source correlates with a traffic increase from Amazon non-paid sources, so you note if there’s a halo effect.
This insight can help you identify, on average, how many pages Store visitors view per day. A high number of visits to a single page in one day, followed by low page views per visit, could indicate that a lot of the traffic arriving to the first page doesn’t continue to explore your Store. You might want to consider refining your traffic sources (for example, linking a Sponsored Brands ad to your Store) to drive more relevant traffic, or optimizing the landing page you’re driving traffic to.
With these, you can calculate sales per visitor, sales per order, or units per order. Use the insights to identify pages and traffic sources that yield both the best and worst sales performance. If the sources or pages are performing well for you, consider comping these strategies with your low-performing sources and pages—or removing them if they’re not producing results in line with your goals.
Here are your options for expanding your reach even further
We’re excited you are looking for ways to continue to grow your reach. Here are some options for how you can do that.
Thank you for reading
A guide to advertising for international events