Building awareness in the shopping journey on Amazon
Learn how to drive discovery for your brand and product selection on Amazon.
Here are the themes we’ll cover in this guide
Chapter 12
Chapter 13
Chapter 15
Chapter 17
Chapter 18
What does it mean to build awareness?
Connect with customers as they begin their shopping journey to help them discover your brand.
Awareness: An early touchpoint in the shopping journey
“Awareness” is an early stage in the shopping journey when customers are curious to learn about available products and ready to explore their options. Since they’re just becoming aware of what is available to them, this touchpoint is their first step on the path to purchase. Each interaction they have with a business is helping to build their perception of the brand and could impact their purchase decision.
This is your moment to stand out within your category and engage shoppers who may not be familiar with your brand yet. You can also reengage customers who have already purchased from your brand and may be interested in learning about your full catalog.
You have an opportunity to tell your story and create interest and excitement with descriptive, relatable messaging and visuals that can lead shoppers to consider your products for purchase.
With your content appearing in front of a wide audience of potential customers, you can build awareness for your brand and create new opportunities for shoppers to discover your products.
Connect with customers as they’re looking for inspiration
Amazon is a trusted retailer for many customers to browse and explore during their shopping journey.
But shoppers have a lot of options at their fingertips, so it’s key that your brand is visible and stands out in your category at the moment they’re browsing to help lead to potential sales.
With our suite of self-service ad products, you can increase discovery of your brand among a larger base of interested customers on Amazon. You can reach them at pivotal moments as they’re browsing to help them become aware of your business and product selection. Then you can expand your brand awareness even further by engaging potential new customers on third-party websites and apps.
Amazon Ads’ ad products are one of the best ways to gain awareness and increased visibility. Thanks to our work with Amazon, we were able to maintain a strong presence for our customers.
— Hank Berger, CEO, Mad Dog Concepts
Explore different ways to drive awareness of your business
Use our checklists to ensure you’re using the right tactics for your goals
Ready to build awareness for your brand?
Following this strategy, you can help reach wider audiences that are relevant to your brand, whether that’s by engaging shoppers who are browsing your products or similar categories, or by displaying an eye-catching video right in shopping results. This could lead to new shoppers getting introduced to your business as well as previous customers reengaging with your brand now that it’s top of mind to help you drive sales.
If your goal is to grow brand awareness, try using these tactics to optimize results:
- Create a Sponsored Display audiences campaign
- Create a Sponsored Display contextual targeting campaign
- Use custom creative in your Sponsored Display campaigns
- Create a Sponsored Brands video format ad campaign
- Create a Sponsored Brands campaign with product collection
Ready to build awareness for your new product launch?
Here’s your strategy to help get your new product or brand featured prominently wherever they spend time. Following these tactics will create opportunities to reach audiences that recently viewed similar or complementary items as your newly launched products, helping you engage the right audiences for your business. You’ll also get tips on displaying engaging content about your launch in places like your product pages and your Store to tell a cohesive story about your overall brand and latest updates to your product catalog. This can mean more potential sales, new reviews, and even satisfied repeat customers for your business.
If your goal is to drive awareness for a new product or brand launch, try using these tactics to optimize results:
- Create rich media assets for your brand and products
- Add video to your product detail pages
- Optimize your product detail pages for advertising
- Create a subpage in your Store for your product launch
- Create a Sponsored Brands campaign linking to your Store
- Create a Sponsored Display contextual targeting campaign
- Use “optimize for viewable impressions” in your Sponsored Display campaigns
Ready to increase your product detail page views?
Use this strategy to create free brand shopping experiences designed to draw customers’ attention and inspire them to click through to your product pages. You can build engaging ads wherever they spend time that are specifically optimized to lead to increased product page visits. Using these solutions can lead to greater opportunities for interested shoppers to visit your product pages, where they can learn more and make a purchase.
If your goal is to increase product detail page views, try using these tactics to optimize results:
- Add shoppable images to your Store
- Feature your products with Posts
- Create a Sponsored Brands video format ad campaign
- Create a Sponsored Display contextual targeting campaign for at least 10 products
- Use “optimize for page visits” in your Sponsored Display campaigns
Get to know our self-service solutions
Learn how our ad products can help you reach shoppers wherever they spend time.
Our self-service ad products1 can be used individually, but we recommend creating a holistic strategy to engage customers throughout their shopping journey, including the awareness stage.
You’ll have the opportunity to use a number of creative formats and campaign strategies that can help you reach and inspire audiences in unique ways. These options give your ads the chance to show to more customers at more key touchpoints, in order to support them during their shopping journey and encourage them to make a purchase.
Amazon Ads has absolutely enabled us to reach new customers and improve awareness of our brand to a population who we just wouldn't have been able to reach.
— Neal Mercado, Chief Marketing Officer, Designs for Health
Target by keyword or product to help increase the visibility of individual products. Ads appear in shopping results and on product detail pages, helping you drive awareness, consideration, and sales.
A customizable, cost-per-click ad solution that helps customers discover and engage with your brand as they browse and research on Amazon. Ads feature several rich creative formats that help inform customers as they’re shopping and looking for new products and brands.
Help drive awareness, consideration, and conversion with automatically generated display ads that showcase your product, and appear wherever they spend time. Sponsored Display offers a few different types of targeting, including contextual and audience-based targeting, to help you reach your goals.
Stores2,3
Free, always-on destinations for your brand on Amazon where customers can discover everything your business has to offer. Using immersive videos and images, you can showcase your full catalog as shoppers browse for new products to purchase.
Posts (beta)4,5
Image-led brand content served to shoppers as they actively browse in your brand’s category within the US Amazon mobile shopping experience. Customers can click through posts to explore your brand’s feed, discover product pages directly from your feed, and navigate to your Store.
Customers can choose to follow brands they love to help tailor their shopping experience on Amazon. Your followers may see more of your content on Amazon, giving you an opportunity to help increase engagement.
Discover, compare, and book directly with trusted service providers for policy compliant and impactful creative assets. Search and filter services based on your requirements, browse reviews and samples of work, and connect directly to manage end-to-end creative delivery with your preferred service provider right within the advertising console.
Sellers that used at least two self-service ad products performed 20% higher in the Awareness Index on average, compared to sellers that used only one self-service ad product.7
1 Products and features may not be available in all marketplaces.
2 Available to vendors and to sellers enrolled in Amazon Brand Registry.
3 Vendors and sellers already selling on Amazon in the country where they wish to advertise can create a Store at no additional cost. Otherwise, selling fees apply.
4 Available to US vendors and to US sellers enrolled in Amazon Brand Registry.
5 You must have a US Store.
6 Available to US vendors, sellers, and authors.
7 Amazon internal data, US, UK, DE, FR, JP, CA, IT, ES, AU, MX, September 1, 2021 – August 31, 2022
Create a Sponsored Display audiences campaign
Drive awareness as you reach audiences wherever they spend time based on relevant shopping activities.
Create your Sponsored Display audiences campaign
Sponsored Display audiences campaigns allow you to engage or reengage audiences who viewed your products, products similar to yours, relevant categories, and even complementary or related categories to your products.
Your display creatives may appear to audiences while they browse websites and apps other than Amazon, as well as placements on the Amazon homepage, product detail pages, and shopping results pages—meaning greater opportunity and more touchpoints where you can establish brand awareness.
Sponsored Display has been observed to be one of the most effective ad products in driving new-to-brand sales. Advertisers who use Sponsored Display audiences are seeing up to 82% of their sales driven by new-to-brand customers.1
Awareness tip: You can connect your brand marketing strategy to your digital advertising strategy using Amazon audiences, helping to drive awareness as you reach new audiences and gain insights into your brand on Amazon.
Sponsored Display's campaigns give us another tool to reach new customers, especially to reach wider, untapped audiences wherever they spend time, which is important to us.
— David Chen, Marketplace Manager, Macally
Building brand awareness with Amazon audiences
Try these three strategies in your Sponsored Display audiences campaigns to help boost discovery of your brand among new audiences:
- Lifestyle audiences reflect a variety of shopping activities—browse, buy, stream—that map to specific lifestyle interests, such as foodies, sports fans, and tech enthusiasts.
- Interest-based audiences allow you to reach audiences based on products or categories they frequently browse and buy.
- Life event audiences give brands the opportunity to drive awareness for relevant products based around life moments, such as “Traveling Soon” for shoppers going on vacation.
1 Amazon internal data, WW, 01/16/21 to 03/06/21
Create a Sponsored Display contextual targeting campaign
Target specific products or relevant product categories to help promote discovery.
Create your Sponsored Display contextual targeting campaign
Building a Sponsored Display campaign with contextual targeting1 allows you to reach more of your audiences at highly relevant points in their shopping journey, wherever they spend time, when customers view content related to your product targeting strategies. On Amazon, your ads may appear on product detail pages, alongside customer reviews, on shopping results pages, or under the featured offer. Sponsored Display will also help you find the right opportunities to expand your reach beyond Amazon to third-party websites and mobile apps, helping you to potentially increase brand awareness and engage potential new customers.
For example, a brand selling exercise apparel can use contextual targeting to show ads on Amazon product detail pages within the Exercise & Fitness category, helping to build awareness for the brand among shoppers browsing related items.
But there are also many more opportunities to reach fitness enthusiasts at other points in their day as they browse web pages or use their favorite mobile apps. In this example, shoppers browsing other websites for exercise apparel might be early in their shopping journey and unaware of brands selling these items. With contextual targeted ads displayed wherever they spend time, the brand can potentially reach new audiences with ads on these contextually relevant pages even if those audiences haven’t previously browsed products related to their advertised product on Amazon. This helps them to engage new shoppers who may not be familiar with their brand at the perfect moment and link the shoppers to their Amazon product detail page where they can continue sharing their brand story.
Advertisers who create a Sponsored Display contextual targeting campaign for the first time for a brand see an average 5% increase in shoppers who add a product of that brand to the cart the next month, compared to advertisers who don’t.2
Choose your targeting method
Within your contextual targeting campaign, you can choose from similar product and category targeting:
- Similar product targeting: If you’re looking to build awareness, for example by cross-selling, product targeting can help you promote your product among shoppers where they’re browsing products wherever they spend time that are related to your ad. You can target specific products that are similar or complementary to your advertised product to make high-intent audiences aware of your products. You can also consider targeting your own products for the opportunity for your ads to appear on your product detail pages, rather than ads for another brand.
- Category targeting: You can also reach audiences who are browsing “in the aisle,” or in the same categories that you choose in your campaign. Using this category targeting option, you can raise brand awareness among a wider set of potential customers actively looking at other products or content within your own category or a related category.
1 Previously referred to as product targeting
2 Amazon internal data, US, November 2021
Use custom creative in your Sponsored Display campaigns
Tell your brand story and build connections with these creative options.
Choose the “optimize for conversions” bidding strategy
While Sponsored Display can auto-generate creative for your campaign, try using the creative editing feature to customize your creative for new or existing campaigns. Editing your campaign creative can help you better tell your brand story, highlight your key points of differentiation, and build a deeper connection with customers.
Here are your custom creative options:
- Custom headline: Combine brand storytelling with your targeting strategy with a tailored headline. This can help customers better understand your ad relevancy, highlight non-obvious features, note unique selling points, and add seasonality for local holidays and sales events. When creating your custom headline, you’ll see real-time policy checks in the campaign builder helping you avoid common creative rejection reasons.
- Custom product images: Help create product awareness by uploading your own product images, ideally avoiding plain, white backgrounds, to help showcase your product in a lifestyle setting. Using simple, yet impactful, high-quality imagery can help shoppers engage with your brand.
- Brand logo: Include your custom brand logo for more engaging ad creative and to help increase brand familiarity with new customers as they’re shopping.
Help drive brand recognition among new customers
Use this option to showcase your brand with an individually customized headline, image, and logo, or easily combine these to meet your ad creative needs and offer more opportunity to showcase your brand. Your ads may use all of the customized assets that you provide to generate your creative, or your customized creative may also include a product image and details. All eligible ads will show with applicable deals and savings badges.
We recommend using custom creative in all of your Sponsored Display campaigns, but you can start by testing this with audiences campaigns and contextual campaigns with category targeting. These campaign types can help you reach customers “out of the aisle,” or browsing in different but related categories to your brand. By tailoring your creative, you can help drive brand recognition among new shoppers that are unaware of your brand but are likely to be interested.
Leverage Sponsored Display’s custom bid optimizations based on your goals
Optimize for impressions or page visits.
Choosing the “optimize for viewable impressions” bidding strategy
Sponsored Display offers granular yet flexible bidding controls through custom bid optimizations, which can help you engage and reengage audiences as you grow your business with Amazon.
When creating your contextual targeting campaigns, you can optimize bidding for your specific needs, including to increase viewable impressions. This allows you to signal your campaign needs, deliver against those needs, and further optimize campaigns.
Your contextual targeting campaign enables you to use broad product targeting to introduce your products to new yet relevant audiences, while still driving performance to help grow your business. By choosing “optimize for viewable impressions” under bid optimization strategies, you can complement these efforts and help extend the reach of your campaign.
Choosing the “optimize for page visits” bidding strategy
When creating a contextual targeting or an audiences campaign, you can optimize bidding for your specific needs, including to increase views of your product detail pages. This allows you to signal your campaign needs, deliver against those needs, and further optimize campaigns against metrics such as clicks and impressions.
By choosing “optimize for page visits” under bid optimization strategies, your ad will be shown to shoppers more likely to click on your ad, helping to optimize it for higher click-through rates. This can help to drive product awareness and encourage shoppers to click through to your product detail pages to explore further, potentially leading to a sale.
Create a Sponsored Brands campaign with product collection
Share exciting and engaging lifestyle images to inspire customers as they’re shopping.
Create your campaign using product collection with custom images
Sponsored Brands campaigns with product collection help you promote a range of your products and offer the opportunity to create a richer shopping experience through the use of branded imagery.
When creating a product collection campaign, you can promote multiple products from your Store or a new landing page. We recommend linking to your Store to help shoppers discover your entire product selection and learn more about your brand so it will be top-of-mind for their upcoming purchases.
Advertisers who linked their Sponsored Brands campaign to a Store saw on average that shoppers spend 2x longer on their Store. Meanwhile, their product detail page views and sales increased by 55% and 15% respectively.1
Captivate customers with your top products and engaging images
When adding products to your campaign, choose your bestselling products with high ratings that will catch the attention of shoppers as they’re browsing and encourage them to visit your Store for deeper engagement.
Use rich custom images representing your brand portfolio to help quickly showcase your products and tell your brand story to customers as they’re viewing shopping results.
The main purpose of using Sponsored Brands was to help expand our brand’s popularity and awareness on Amazon.
— Joe Song, General Manager, AstroAI
Note: If you select Stores as your landing page, you must have at least one product that displays the featured offer for your campaign to be active. The products you want to advertise must already be available in the Store.
1 Amazon internal data, Nov 21 - Mar 22, across 25,000 advertisers analyzed in the US
Create a Sponsored Brands video format ad campaign
Promote discovery with auto-playing video that appears directly in shopping results.
Create your Sponsored Brands campaign with video creative
Sponsored Brands ads with video creative provide a unique storytelling opportunity for your brand. These ads feature short, auto-playing video directly within shopping results that can inspire, educate, and entertain shoppers as they’re browsing. When shoppers click on the video, they’re taken to your product detail page where they can explore more about the product.
While you can create your video campaign in a familiar way as the rest of your Sponsored Brands campaigns, ads with this creative format have their own ad placement and auction. This means that running a Sponsored Brands video format campaign won’t compete against your other Sponsored Brands ads or any other self-service ad campaigns you may be running.
Advertisers who used Sponsored Brands video ad format, saw on average 83% of their sales from new-to-brand customers.1
Create your video to build awareness of your featured product
- Focus your video on building an emotional connection between customers and your products with inspirational and entertaining visuals. Videos that connect or resonate emotionally with customers help brands and products stand out.
- Show quick demonstrations of your product in use and highlight its key features, in addition to sharing information on your brand to help customers learn more.
- Strike a balance by highlighting your product for about 80% of the video, with the other 20% dedicated to your brand and other related product offerings. For example, if your ad features a video for a lawn mower, shoppers might also be interested to see the other products your brand offers in the lawn and garden category.
- Grab customers’ attention by showing captivating images or videos of your product within the first two seconds of the video, and include the product function within the first five seconds.
- Have your logo appear at the beginning or end of your video to help remind customers who you are.
- Keep mobile viewers in mind by making sure the product is not too small throughout the video.
Awareness tip: By appearing in shopping results, your videos have the opportunity to show to customers when they’re already in a discovery mindset.
Advertisers who create a video ad format Sponsored Brands campaign for a brand for the first time see an average 5.3% increase in awareness for that brand the next month, compared to advertisers who don’t.2
1 Amazon internal data, May 21 - Apr 22, across 30,000 worldwide advertisers
2 Amazon internal data, US, November 2021
Create a Sponsored Brands campaign linking to your Store
Stand out at the top of shopping results with content about the products and categories featured in your Store.
Create a Sponsored Brands campaign linking to your Store
With the Store spotlight creative format, your ads may appear at the top of shopping results, helping you take advantage of your Store and directing customers there who may be interested in learning about your new product, exploring your entire catalog, and discovering more about your brand.
You can feature up to three Store subpages in your ad—including your new subpage for your product launch—and customize the headline along with the subpage image and label. Customers will be directed to those subpages when they click your ad, so they have the opportunity to continue engaging with the rich content in your Store.
Awareness tip: When adding images for each of your subpages to your ad creative, choose customized lifestyle images that will represent your brand identity, stand out in shopping results, and encourage customers to click through to your Store.
Your Store must have a minimum of three subpages to be eligible, with a unique product on each subpage. The first three subpages of your Store page will be preselected for the Sponsored Brands creative, but you have the option to change which subpage you want to feature. You’ll also have the ability to enter a custom headline, select a brand logo, and change the labels and images that represent the subpages within your campaign.
Advertisers who linked their Sponsored Brands campaign to a Store saw on average that shoppers spend 2x longer on their Store. Meanwhile, their product detail page views and sales increased by 55% and 15% respectively.1
Awareness tip: For the opportunity to reach more customers, keep the targeting methods in your campaigns as broad as possible. Remember that customers in the awareness stage are just beginning to browse and discover products for purchase. They might have a specific goal in mind, whether it’s casually browsing in their favorite category or actively researching new items to fit a specific need, but they’re still open to discovery.
Sponsored Brands is a visually appealing advertising format and we believed it was important to incorporate it into the strategy from the beginning, especially because it can be the first thing that appears when someone searches for anything relevant on Amazon. We knew based on prior experience there was demand for that ad space and we wanted to appear in results before our competition.
— Pilar Martínez Sanz, Senior Consultant, Labelium
Use multiple targeting tactics to reach different audiences
You have two targeting options for this campaign type:
Product targeting: Try product targeting to help reach relevant audiences browsing within certain categories that may be interested in discovering your new product. Keep your product targeting broad by choosing a wide range of categories, including the same categories as your featured subpages, as well as other related and complementary categories. This will offer more opportunities for your ads to reach customers in the awareness phase of their shopping journeys.
- Example: If you’re promoting a subpage featuring headphones, in addition to choosing the Audio Headphones category, add all of the categories that fall under Electronics such as Computers & Accessories, Wearable Technology, and Video Game Accessories.
Keyword targeting: In a separate campaign, use keyword targeting to add a wide list of keywords related to your new product and the other items on your subpages to help your ads appear in related shopping queries.
- Example: In the headphones example above, use general keywords like “headphones” in addition to more specific terms from the suggested keyword list like “Bluetooth earbuds.”
You can also add keywords with the names of other brands selling headphones to help shoppers browsing for those brands to discover your new product. Choose broad match to give your ads the widest exposure and to help you gain insight into the diverse paths shoppers may take to find your products on Amazon, which you can use to optimize your campaigns.
1 Amazon internal data, Nov 21 - Mar 22, across 25,000 advertisers analyzed in the US
Create a subpage in your Store for your product launch
Use this content as an educational destination page.
Create a subpage in your Store for your product launch
Think of your Store as an educational destination page for your product launch. You can create a subpage dedicated to your new product and use this space to describe its benefits and show customers how to use it, supporting your messaging with high-quality creative to provide shoppers with details at a glance.
On your subpage, consider using your video assets to introduce the product and demonstrate it in action. High-quality videos can help you build more meaningful connections with customers, providing a way to quickly offer key information about your product. Give details they can’t get from images or text, like the product performing under challenging conditions or a person interacting with your brand. This can help develop loyalty among new and returning customers.
Or incorporate a shoppable image onto your new page to inspire customers with rich lifestyle imagery that features your product in different settings or in collections with complementary products in your portfolio. Advertisers who add a shoppable image to their Store for the first time see an average 52.7% increase in shopper dwell time in the next two months, compared to those who don’t.1 You can choose to make any of the products in the image shoppable, enabling customers to click on the featured products to see basic information, such as name, price, customer ratings, and Prime availability. They can also add the product to their cart or navigate to the product detail page.
1 Amazon internal data, US, February – October 2021
Add shoppable images to your Store
Help customers engage with product details and click through to your product page.
Add shoppable images to your Store
Featuring your products in your Store with shoppable images can inspire customers with rich lifestyle images that feature your products in different settings or in collections with complementary products in your portfolio.
You can choose to make any of the products in the image shoppable, enabling customers to click on the featured products to see basic information, such as name, price, customer ratings, and Prime availability. They can then navigate to the product detail page or even add the product to their cart directly from the image.
Stores are a great way to showcase your products, and also to give buyers an opportunity to fall in love with your brand.
— Ritu Java, Advertiser, PPC Ninja
Advertisers who add a shoppable image to their Store for the first time see an average 52.7% increase in shopper dwell time in the next two months, compared to those who don’t.1
1 Amazon internal data, US, February – October 2021
Feature your products with Posts
Share authentic lifestyle images and brand content with relevant shoppers.
Feature your products with Posts
Use Posts to help drive awareness by delivering your brand story to relevant shoppers—at no cost, as often as you'd like. Shoppers can click through posts to visit your product pages, as well as to explore your brand’s feed, follow your brand, and navigate to your Store.
With Posts, you can build awareness by:
Boosting your brand visibility: Shoppers can explore your posts in a variety of placements across Amazon including on product detail pages, helping them move between browsing inspirational content and shopping your full product selection.
Increasing visitors to your product pages: Shoppers inspired by your posts who want to learn more can navigate to your product detail page directly from each of your posts.
Growing your following: Use Posts as a way to help increase your brand following, since shoppers can also click through your posts to follow your brand on Amazon.
Curating a cohesive brand identity: Leverage your creative assets within the advertising console to easily pull your brand’s existing visual assets to use in your posts. Creating a unified visual identity across your posts, product detail pages, Store, social media content, and beyond can help you establish a consistent brand presence—which can help your brand stand out.
Posts delivered more than 14.4B viewable impressions and 726MM engagements at no cost to advertisers between April 2020 – July 2021.1
Start posting with these tips:
- There’s no limit to how often you can post, so make sure you’re frequently posting high-quality content to help increase your reach and drive additional product and brand awareness. Having a consistent presence can boost the number of opportunities shoppers have to see your content and click through to your product pages.
- Create content that’s relevant to your category and audiences. We automatically showcase your posts in your Store and on product detail pages based on relevance and shopping engagement.
- Avoid using images that are text heavy or have a white background to ensure your posts meet the quality threshold. Posts flagged as low quality may receive limited impressions.
- Analyze the type of products that perform best in your posts, whether they’re newly released products, bestsellers, or deals.
- Complicated images take longer to understand, so they’re easier to ignore. Avoid using collages or crowded images, and instead use a single image focused on your product.
Advertisers who create a post for a brand for the first time see an average 9.7% increase in shoppers who viewed a product detail page of that brand the next month, compared to advertisers who don’t.2
1 Amazon internal data, US, April 2020 - July 31, 2021
2 Amazon internal data, US, September 2021
Create rich media assets for your brand and products
Invest in engaging content that you can use across Amazon and beyond.
Invest in rich media assets for your brand and products
Creating high-quality visual assets is a valuable investment as you work to build awareness and interest for your new product or brand on Amazon. You can use these assets across your product detail pages, brand shopping experiences, and ad campaigns. Ensuring these images and videos are unique, engaging, and truly representative of your business and offerings will help you capture the attention of shoppers and encourage them to explore your brand further.
These digital assets can include:
- High-resolution product images on white backgrounds or in simple settings
- Lifestyle photography of your product in use
- Short videos to highlight quick demonstrations of your product in use and its key features
Create your visual assets with Amazon creative services
To get started with creating these assets, Amazon creative services can help you to discover, compare, and book directly with trusted service providers for policy compliant and impactful creative assets. Search and filter services based on your requirements, browse reviews and samples of work, and connect directly to manage end-to-end creative delivery with your preferred service provider right within the advertising console. Services include video and image creation and editing, Store building, and text and video translation.
Add video to your product detail pages
Bring your new product to life and capture the attention of shoppers.
Use video on your product detail pages
After you create your visual assets, make sure to add your videos to your product detail pages. High-quality videos can play an important role in ensuring the content on your product page is compelling enough to capture the interest of shoppers. With video, you can showcase your product in different settings, quickly educate on key information, and demonstrate use cases for your product.
Videos can be uploaded to display on the main image block of your live product, in the video section of your product detail page, and in search results.
To add a video associated with your product:
1. Go to the Upload & Manage Videos page.
2. Review Amazon’s Community Guidelines and Restricted Products Policy.
3. Click Upload Video at the top right.
4. Enter the required fields:
- Video file: We recommend uploading files in the highest available quality, up to 1080p but not exceeding 5GB. Currently acceptable file formats are .mov and .mp4.
- Thumbnail image: This is the preview image customers will see before they begin playing the video. A thumbnail will be automatically generated for you. If you decide to replace it, use a high-quality image in either .jpg or .png format.
- Video title: This is the title displayed next to your video.
- Associated ASINs: Select the products relevant to your video. If your video is approved, we will display it on the product detail pages of the products you selected.
Optimize your product detail pages for advertising
Help improve your advertising results with high-quality product pages.
Optimize your product pages to help improve advertising results
The quality of your product detail pages is one of the biggest factors contributing to your success with advertising. A strong product detail page for a new product on Amazon is a key opportunity to demonstrate to customers why your product meets their needs. It can engage and educate shoppers, while helping them make their purchase decision. When you get it right, it could be the reason why a shopper clicks on your ad or buys your product, helping to build momentum for your launch.
Sponsored Brands with Store spotlight
For both your new and existing products, make sure you have implemented the following recommendations for your product detail pages to help optimize your advertising campaigns:
- Accurate, descriptive titles: An informative, easy-to-read title lets shoppers quickly see the key facts about your product. We recommend making titles approximately 60 characters long.
- High-quality images: Add professional, high-resolution images to show your product from different angles, highlight important details, and bring its use cases to life. Make sure that your images are at least 1,000 pixels in height or width to enable the zoom function on Amazon so shoppers can get a closer look at your product.
- Relevant product description: With your product description, you can go beyond the simple features included in your bullet points. Try to create a short, engaging narrative that captures your product’s benefits, uses, and value proposition. Use this space to describe what sets your product apart and why customers should consider it.
- At least 5 bullet points: Bullet points can give shoppers a clear overview of your product’s key features, such as its uses, dimensions, operational considerations, age rating, skill level, and country of origin.
- Search terms meta data: To help customers find your new product on Amazon, it’s important to add words they might use when browsing for what they want to buy. Search terms should focus on elements that are most relevant to your product, so aim to include generic words that enhance the discoverability of your product, like key features, materials, size, and use.
Measuring your awareness campaigns
Learn how to use Brand Metrics to gauge the success of your campaigns.
Explore Brand Metrics
Brand Metrics (beta)1 provides a measurement solution that quantifies opportunities for your brand at each stage of the customer journey in Amazon’s store, and helps brands understand the value of different shopping engagements that impact stages of that journey. You can access awareness, consideration, and purchase indices that compare your performance to peers using models predictive of consideration and sales.
Brand Metrics quantifies the number of customers in the awareness and consideration marketing funnel stages and is built at scale to measure all shopping engagements with your brand on Amazon, not just ad-attributed engagements. Additionally, Brand Metrics breaks out key shopping engagements at each stage of the shopping journey, along with the return on engagement, so you can measure the historical sales following an awareness event or purchase.
Benefits of Brand Metrics
Brand Metrics helps you:
- Understand your brand performance by measuring the number of actual on-Amazon shopper engagements.
- Measure the impact of your upper and mid funnel tactics and see how they contribute to shoppers moving through the purchase journey.
- Evaluate engagement metrics to understand the value of your branded intent, and how brand purchasers go on to generate additional sales in the 12 months following a purchase.
- Monitor your performance relative to your category and peers at each stage of the purchase journey and over time.
- Optimize your marketing and advertising efforts in Amazon's store to engage more shoppers and build your brand.
Amazon Ads has helped make our brand visible to thousands of potential buyers. It’s clear that Amazon Ads has provided us with a significant stimulus to grow our brand and company.
— Richard Lacombe, Vice President of Sales, Ghost Controls
Key metrics to review for awareness
| Metric | Definition |
|---|---|
| Awareness percentile | Indicates how your brand is performing in terms of awareness compared to your peers. If your brand is in a high percentile, it means you’re performing better than x% of the seller population within your category. |
| Branded searches only | Shoppers who have searched for your brand or products, but did not engage further with your brand in the selected category. |
| Shopper engagement rate | Percentage range of shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected timeframe divided by the total shoppers with more than one detail page view in the selected category. An engagement includes shoppers viewing your product detail page, researching your brand and viewing detail page, adding to cart, or purchasing. |
| Total brand shoppers | Total shoppers in the selected category over the selected timeframe. These shoppers are organized into each segment by their most recent engagement. An engagement includes shoppers viewing your product detail page, researching your brand and viewing detail page, adding to cart, or purchasing. |
| Return on engagement | The average value to your brand based on a shopper's engagement in the prior 12 months. Historical data is used to calculate the total sales that shoppers in this segment generate for your brand in the selected category over 12 months divided by the total number of shoppers who started in that segment. Use these values as a guide for the potential revenue each type of shopper engagement yields for your brand. |
1 Brand Metrics is available to eligible seller brand owners and vendors selling in the United States, Canada, United Kingdom, Germany, Spain, Italy, France, and Japan, who have at least one month of sales and meet minimum orders per month requirements.
Other resources
Explore additional resources to help create your awareness strategy on Amazon.
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Building awareness in the shopping journey on Amazon