Scaling Your Brand with Amazon Advertising: Tips and Strategies

Amazon advertising presents a huge opportunity for brands looking to scale up their presence and sales. With over 416 million monthly visitors to Amazon.co.uk alone, tapping into this high-intent traffic can lead to explosive growth for your brand. However, an effective Amazon advertising strategy requires an understanding of the different ad types and how to optimise campaigns for success. This article outlines tips and strategies to help you scale your brand on Amazon through advertising.  

Use Sponsored Brands for Brand Awareness

Sponsored Brands ads appear at the top of search results and product detail pages. These visual ads promote brand awareness with your brand logo, value proposition and customisable headline. 

Sponsored Brands work extremely well for building brand visibility and connecting with new audiences searching for products related to yours. Make sure to optimise ads with keywords and relevant product targeting to reach potential customers.

Target Competitor Audiences with Sponsored Display

A great way to scale quickly is going after competitors’ audiences. With Amazon DSP and Sponsored Display ads, you can target shoppers who recently viewed or purchased competitors’ products to divert them to your branded storefront. Create custom audiences and tailor creative to showcase why your brand is superior. Competing for competitor traffic accelerates visibility amongst proven purchasers.

Promote New Product Launches with Sponsored Products

When launching new products, Sponsored Products can drive awareness and adoption. Bid competitively on relevant keywords so your ads occupy premium real estate on search results and product pages. Amazon’s algorithm favours listings with strong performance history, so securing early sales velocity signals relevancy. 

This lowers your Cost Per Click over time to sustainably scale spends. Use automatic targeting and streamline cumbersome keyword management.  

Always Be Testing

To efficiently allocate budgets, rigorously test different elements like keywords, bids, creatives and targeting. The key elements to focus your testing on include ad copy, images, keywords, product targets, audience targets, bids and more. 

Leverage Amazon’s built-in A/B testing capabilities to methodically trial variations at scale and let the hard performance data guide your optimisation decisions. Testing allows discovering the optimal strategies to reduce Cost Per Click and maximise sales at profitable returns. 

Mirror the big test learnings across other campaigns that target similar audiences to rapidly scale and multiply your successes. Never stop testing as consumer preferences and competition levels shift constantly on Amazon.

Boost Results By Working with an Agency

For brands new to Amazon or with tight in-house resources, teaming up with an Amazon ads agency can provide much-needed expertise to accelerate results. Specialist Amazon marketers know the platform and nuanced best practices intimately. They can navigate the complexity, swiftly setup and optimize high-converting campaigns, and advise on key decisions like bid strategies and budget allocations. Their experience and past successes can fast-track learnings to avoid common mistakes on your journey to scale profitably through Amazon advertising. Take a look at We are Polymer to learn more.

Following these Amazon advertising best practices sets you up for effective scaling. Analysing performance frequently, expanding top-performing elements, and letting tests dictate approaches can all lead to success. 

With larger budgets, establish more aggressive targets, widen reach and showcase your brand to wider audiences. Execute persistently and Amazon advertising can become a formidable growth channel for your brand.