A product strategy to help you hit your advertising goals

woman on phone
Introduction

As an advertiser, you’re bound to have goals you want to hit. But how can you best reach them? As a first step, consider which products to add to a campaign. There are many different ways to group or categorize your products. We’ve listed a few options below that align with common business goals, some of which might resonate with you. Let’s explore some of the goals you may have, and the product-first tactics you can apply to help reach them.

Brand awareness

I want to increase awareness of my products and brand with shoppers

woman smiling
I want to increase awareness of my products and brand with shoppers

Sell new products

Advertising new products can help drive awareness of a product early on in its lifetime on the Amazon store. Engagement at the beginning of a product’s launch on the Amazon store can help drive traffic, sales, and reviews. A strong start can help improve the discoverability of your product by shoppers looking for similar items.

New products are 231x more likely to generate ad-attributed sales when advertised, compared to products that are not new.1

How?

Add products you’ve launched in the last few months and are not advertised yet into a new campaign.

Additional resources

1Amazon internal data, WW, Mar 26–Apr 1, 2023

Visibility

I want more shoppers to see my products and brand

woman on phone
I want more shoppers to see my products and brand

Start advertising in a new country

To help continue sales momentum of your product, explore advertising it in different countries. Some products may be in demand at different times throughout the year, such as different seasons or local holidays, which can provide another opportunity for you to make more sales in a country that isn’t your own.

Advertisers saw an average return on ad spend (ROAS) of 2.4, 4 months after launching Sponsored Products campaigns in a country other than their brand’s home country.2

How?

Identify a country in which you are not currently advertising, in which you’re eligible to do so. Explore which of your products would be seasonally relevant there, and add them to a new campaign specially for that country in the Amazon store.

Additional resources

Advertise potentially high-performing products

Advertise products that Amazon has identified as high performers. This can help drive awareness of your brand and help shoppers discover your broader product selection. You can also explore advertising products that have performed well in other countries and advertise them in a new, different country, to help drive sales even further for popular products.

Advertisers who added products with a high selling potential3 to a Sponsored Products campaign observed an average increase of 13% in sales and 23% in product page views four weeks after launching the campaign, compared to four weeks prior.

How?

Identify products that have performed well for your advertising goals and have helped drive traffic to your products and brand. Add them to a new campaign, and experiment with advertising them in a new country too.

Help shoppers to see upcoming deals

Products with upcoming deals can be more appealing to shoppers due to the associated discounts. Advertising them can help more shoppers see the opportunity and contribute to more sales of the products, while supplies last.

56.95% of Amazon shoppers surveyed spend time looking for the best deals.4

How?

Identify which products have deals coming up in the next two weeks, and create a new campaign to support them or add them to an existing campaign.

2Amazon internal data, WW, Dec 2021 – May 2023. Limited to sellers with minimum SP campaign duration of 6 months post launch.
3
Products within the top 75% of gross merchandise sales (GMS) in a specified product category and marketplace that launched Sponsored Products during 2021 and are marked as ready for Sponsored Products.
4GWI Q4 2022 WW Amazon shoppers surveyed (respondents: 90,303)

Increase sales

I want to increase sales of my products

man on laptop
I want to increase sales of my products

Group similar products into the same campaign

When creating a campaign, try adding products that are in a similar category, such as beauty or sports, or are part of a common theme. This strategy helps simplify your product selection decision. This means your campaign setup is relevant to all the products in a campaign, such as the bidding structure (similarly priced items allow spend to be more evenly split), keyword targeting (similar products share the same keywords), and/or product targeting (which could help engage shoppers looking at similar or complementary products).

Ad groups containing similar products saw 6% more units sold on average when advertising with Sponsored Products, compared to those with less similar products.5

How?

Create a new campaign or identify a relevant and existing campaign, and add all your similar products within one category into that campaign. Make sure to add keywords and products that are relevant to all other items within that campaign.

Advertise for seasonal shopping events

Ahead of key shopping events, such as Prime Day, or seasonal moments throughout the year, such as school holidays or end-of-year holidays, there’s a chance for an increase in traffic on the Amazon store. This can be a good time to advertise relevant products, such as flip-flops for summer, or Christmas decorations for December, with the potential to make more sales.

Products generated 32% more sales on average when advertised in weeks their product type historically had high engagement.

How?

Ahead of, and during this period, try adding products that are relevant to a specific event to the same campaign.

Help to reduce your excess inventory

Advertising products with excess inventory is an effective way to help increase engagement of those products, and increase the likelihood of sales. For advertisers who use Fulfillment by Amazon, this can help you avoid additional inventory costs incurred by not selling through your inventory as quickly as intended.

How?

Set up a new campaign for products with excess inventory. To find these products, head to “FBA Inventory" in Seller Central, and sort your products by “estimated excess units” to see which products to advertise.

Sell high-margin products

By advertising some of your more expensive products, you could help increase your overall sales performance. Advertising these high-margin products could also give visibility to products that may be less competitively priced, and therefore less considered by shoppers.

How?

Ensure your targeting is refined for these products, to help them reach the right audience. Ads can help your audience find the right products at the right point in their journey.

5Similar products are those that share similar search-query results, descriptions, and titles. Amazon internal data, Jan 22, 2023–Mar 4, 2023.

Next steps

woman smiling
Next Steps

Register to advertise your products, and head to the campaign builder to create a new campaign.

Ready to get started?

Thank you for reading

A product strategy to help you hit your advertising goals