Whether you’re looking to drive brand awareness, consideration of your product, brand, or service, drive purchases, or increase loyalty, we’ll give you the tools to find the right advertising solution to help drive measurable outcomes.
We'll help you get started with an introduction to the benefits of digital advertising, Amazon Advertising's product offerings, a guide to setting advertising goals, and a glossary of common industry terminology.
Should I use digital advertising?
The always-on digital environment has opened up new ways for customers to discover, browse, and shop for products and brands. Digital ads can be any combination of text, image, or video, and appear everywhere from websites to social media and streaming content. Digital advertising offers several advantages:
New ways to reach shoppers:
Increasingly, customers begin their shopping journey online. It is projected that there will be 278.33 million online shoppers in the United States in 2024, according to Statista.1 This trend presents an opportunity to connect with potential shoppers online.
One size does not fit all, and digital solutions are built with this in mind. Digital advertising offers a selection of customizable features, including a variety of creative ad formats and advertising placements.
Unlike radio, out-of-home billboard placements, and other traditional advertising, which often require significant financial investments, digital advertising can be accessible no matter your budget.
With digital advertising, you have the ability to execute and optimize campaigns faster than with traditional types of advertising. As a result, you have the opportunity to reach audiences at the right place and the right time.
Many digital advertising products offer real-time measurement and optimization capabilities. Track your results, see how your ads are performing, and make changes to your campaign as you go.
What does Amazon Advertising offer?
With 300+ million worldwide active customer accounts*, Amazon has a deep understanding of how shoppers engage with products and brands as they discover, browse, and purchase online.
Advertising with Amazon Advertising can help you reach customers at every stage of their journey. Our offerings help you achieve your advertising goals while helping customers find the products they're looking for.
*Amazon quarterly earnings release, Q1 2020. Active customer accounts represent accounts that have placed an order during the preceding 12-month period.
Amazon Advertising offers the following products:
How do I identify my advertising goals?
To get started, you will want to set advertising goals that are tailored to your desired outcomes.
Not sure where to start?
Explore common goals, the objectives they map to, and key metrics for success.
|Goal||Objective||Sample metrics for success|
|AWARENESS||“I want more people to be aware of my business”|
“I want to reach new potential customers”
“I want to tell my brand story”
|Tell your brand story, reach potential new customers, and help build trust and confidence in your brand. Help maximize the size of your audience you want to reach.||•Impressions|
• Brand recall lift
|CONSIDERATION||“I want more shoppers to include my product/brand in their consideration set when they are browsing similar brands or their products”||Reach shoppers who are in a shopping mindset by creating ads that are relevant and engaging. Consideration campaigns focus on engaging prospective customers.||• Traffic|
• Store visits
• App installs
• Ad engagement
• Video views
• Email list sign-ups
• Detail page visits
|CONVERSION||“I want to drive sales for my products or services”|
“I want to engage high-intent shoppers
from consideration to purchase”
|Engage with high-intent shoppers who may move from the consideration phase into making a purchase.||• Sales|
• Return on ad spend
•Advertising cost of sales
|LOYALTY||“I want my existing customers to remain loyal to my product or brand”||Help drive repeat sales from customers who previously purchased your products or services.||• Repeat purchases|
• Store visits
• Subscribe & Save
What terms do I need to know?
We’ve rounded up terms that will help you navigate digital advertising.
Some terms are applicable to the digital advertising industry as a whole, and some terms are unique to Amazon Advertising.