Amazon Expands Sponsored Products for Online Merchants
By Ina Steiner
Online merchants trying to get additional exposure for their listings on Amazon have an additional option these days - Sponsored Products - not to be confused with Product Ads. Amazon.com launched the pay-per-click Sponsored Products program in beta last year and announced this week it was opening up the program to new categories. Beginning Monday, sellers will be able to advertise their Musical Instruments and Audio and Video products with sponsored product ads.
As Julia Wilkinson explained in this EcommerceBytes article, Amazon Sponsored Products ads works similarly to Google Adwords, but all within the Amazon website.
Sellers choose which products they want to advertise, assign keywords to those products, and enter a cost-per-click bid. "When an Amazon shopper searches for one of your keywords, your ad is eligible for display alongside the search results," according to Amazon's help text. Sellers pay a fee for the program only when an Amazon shopper clicks on their ad, at which point the shopper is taken to the detail page where their offer is listed.
eBay had several such programs for sellers, but killed the last one, called eBay AdCommerce, two years ago. Such programs are popular with sellers who want to pay for extra exposure to their marketplace listings.
Amazon sellers can log into Seller Central to create Sponsored Products ad campaigns in Campaign Manager.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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