Amazon Ads: tout ce que vous devez savoir - Bofu Agence Marketing Web

Amazon Ads: Everything You Need to Know

Among the different advertising platforms, Amazon Ads is worth considering. After all, Amazon's sales force is well known. The opportunity to present your products in the forefront can therefore certainly represent a great opportunity for many companies.

Introduction to Amazon Ads

In the world of online sales , the Amazon platform occupies a predominant place. Let's admit that it is indeed rather difficult to ignore its existence. Do you have an online store? Do you want to increase the visibility of your products and stimulate sales ? Why not take advantage of this opportunity to take your place on one of the largest e-commerce platforms in the world.

To help you find your way, here is a detailed overview of the various elements that will allow you to better understand how to optimize your advertising efforts on Amazon .

Global strategy for marketing on Amazon: How to navigate this complex ecosystem?

To be successful with your product marketing on Amazon , it is first important to understand its particularities . This is how you can use this platform to its full potential. Indeed, the success of a good advertising campaign on Amazon does not simply come down to creating effective ads. It also requires a more comprehensive strategy that takes into account the various unique aspects of this platform. Here, for information purposes, are the main strategic elements to consider before embarking on this adventure.

1. Exclusive product offering, margins and SKU strategy

Before you jump into the world of selling on Amazon, one important word you should remember is “ SKU ”. Coming from the English terms Stock Keeping Unit , it is possible to translate this term as “stock management unit”. In other words, it is a series of letters and numbers composing a unique code linked to a specific product for sale on Amazon. This code ensures effective tracking of inventory as well as sales of this product.

Selecting products to promote on Amazon requires strategic thinking , taking into account competition, demand, and margins. A recommended approach in this sense is the creation of exclusive or specific SKUs for Amazon . This strategy allows sellers to maintain good control over their brand and market image. This approach also helps protect price positioning in other channels and avoids direct competition with Amazon on identical products. Combining careful analysis of profitable products with a well-designed SKU strategy can therefore positively contribute to optimizing the results of advertising efforts on the platform.

The addition of this exclusive SKU number strategy thus adds another dimension to planning and provides a method for navigating the complexity of the Amazon marketplace, thereby protecting brand integrity and profitability .

2. Vendor Central vs. Seller Central

When a merchant chooses to sell his products on Amazon , two main options are available to him for marketing them: using the Vendor Central platform or that of Seller Central .

  • Vendor Central : Essentially, this way of working involves the product being sold in bulk to Amazon , who then takes care of storage and sale to consumers. The platform therefore sets the sale price itself, but also takes care of managing shipping and returns if necessary. When purchasing, the consumer will therefore see that the product is “ Sold and shipped by Amazon ”.
  • Seller Central : By using this second platform, merchants remain freer to set prices and conditions themselves. However, they remain responsible for marketing and inventory. It is therefore a direct sale to consumers, via the Amazon marketing platform. The seller can choose whether or not to handle shipping and returns.
    In such a scenario, the buyer will therefore see in the product announcement “ Sold by [name of Seller] and shipped by Amazon ” or “ Sold by [name of Seller] and shipped by [name of Seller] ”.

Each having its advantages and disadvantages, a good Amazon marketing strategy involves a thoughtful choice based on your objectives, your structure, and your resources. The recommendations of an agency specializing in the matter can therefore prove very useful at this stage.

3. FBA (Fulfillment by Amazon) vs FBM (Fulfillment by Merchant) - VENDOR CENTRAL

In addition to the previous point, another important consideration is for merchants wishing to use this important platform to market their products: using Amazon FBA or even Amazon FBM .

  • FBA ( Fulfillment by Amazon ): Since managing logistics can be a major challenge, the FBA program offers a turnkey solution where Amazon takes care of shipping and customer service.
  • FBM ( Fulfillment by Merchant ): The FBM option, for its part, allows more control over your inventory and the sales process, however it requires more work and responsibilities, particularly with regard to managing returns.

A good sales strategy on Amazon must therefore take into account the advantages and disadvantages of each of these two options, aligning in particular with your general objectives as well as the logistical capabilities of the company.

4. Choosing the type of Amazon advertising campaigns

In addition to managing inventory and logistics, creating effective advertising campaigns is essential. Understanding different ad formats, targeting possibilities and limitations, and ongoing performance analysis are all essential elements to succeeding on Amazon Ads .

5. Business relationship with Amazon

Doing business with Amazon can certainly seem like a complex process to some. Indeed, successfully navigating through the different rules and requirements requires a certain amount of know-how. With a good knowledge of contracts, fees, compliance standards, and negotiation dynamics, it is however possible to facilitate this relationship and thus make the most of your presence on this impressive online sales platform .
Do not hesitate to call on professionals in the field to guide you if necessary. You could reap considerable benefits!

6. Integration into a multi-channel strategy

For all its power, Amazon should not be seen in isolation, but as an integral part of a multi-channel marketing strategy . Coordinating efforts with other platforms and sales channels can indeed create a consistent experience for customers and thus optimize the overall return of your online advertising campaigns.

In short, marketing on Amazon represents a somewhat complex process, requiring strategic planning and careful execution . Whether it's selecting products, managing logistics, creating ads, or navigating relationships with Amazon , each element must be considered carefully. Collaborating with a specialized agency is an interesting alternative to consider since it offers you valuable expertise , guiding brands through these challenges and contributing to successful growth on this dynamic and competitive platform .

Types of ads on Amazon Ads

Amazon Ads offers an impressive variety of different advertising campaigns to allow brands and various retailers to achieve their marketing objectives by investing on the platform. Here are the main types of campaigns that you can create by advertising online style="font-weight: 400;" data-mce-style="font-weight: 400;"> via Amazon .

1. Sponsored Products

Arguably the most popular advertising format on the platform, Sponsored Products allows you to be at the top of the results page when a search is carried out directly on Amazon for a particular type of product.

  • Objective : Increase visibility and sales of selected products.
  • Works best for : Sellers wanting to promote specific items. This strategy is often used for product launches.
  • Performance example : Great solution for improving the conversion rate of newly launched products or seasonal items.

2. Sponsored Brands

In a similar principle, it is also possible to choose to highlight your entire brand . By choosing this format, your company logo (as well as certain photos highlighting your featured products ) then appears in an advantageous position on the Amazon search results page.

  • Objective : Increase brand awareness by presenting several interesting products and strategically positioning yourself in user searches.
  • Works best for : Established brands looking to showcase a range of products.
  • Performance example : Helps position the brand as a leader in a specific category, especially during sales events like Prime Day .

3. Store Spotlight

Similar to Sponsored Brands, this format allows you to highlight the brand itself, as well as specific pages of your online store (instead of just products). However, the principle of use remains essentially the same.

4. Amazon advertising banners ( Sponsored Display )

Taking the form of banners , this type of advertising can be displayed in various places on the Amazon website (or application).

  • Objective : Improve visibility and enable better engagement from potential customers.
  • Works best for : Brands looking to re-engage visitors who have already viewed specific products (targeting).
  • Performance example : Increases the chances of conversion by reaching customers who have already shown interest ( remarketing ).

5. Amazon DSP ( Demand-Side Platform )

This advertising platform offers many customization options . Its features also allow effective automation of your campaign.

  • Objective : Buy and manage programmable video and display ads.
  • Works best for : Brands wanting a broader, automated advertising strategy.
  • Performance example: Best for multi-channel targeting and retargeting, with reach beyond the Amazon website .

6. Amazon Live

This advertising tool set up by Amazon allows greater interaction between sellers and potential buyers, even using live videos.

  • Objective : To enable better exchange between merchants and buyers, in order to further engage your target audience.
  • Works best for : Businesses wanting to demonstrate the use of a product in real time.
  • Example of performance : Strong interaction with the community, allowing, among other things, to strengthen awareness and trust in the brand.

7. Amazon Posts

This advertising format is based on a principle resembling the publications that can be made on a large number of social networks. Representing a new dimension in advertising on the platform, Amazon Posts allow brands to connect with customers in a more natural way by including the social aspect style="font-weight: 400;" data-mce-style="font-weight: 400;"> in the sales process. They therefore represent a unique opportunity to tell the brand story, share product information, and interact with customers in a more conversational way.

Used skillfully, this tool can certainly enrich the customer experience and help solidify the relationship between the business and consumers.

  • Goal : Increase engagement and brand awareness through organic content similar to social media.
  • Works best for : Brands looking to humanize their presence and show a more personal or casual perspective of their products.
  • Example of performance : Can create a sense of community and brand loyalty, especially if the content is informative, entertaining or inspiring.

8. Amazon Attribution

In order to monitor the statistics and performance of your advertising strategies and relate them to your sales on the platform, Amazon has created an analysis tool : Amazon Attribution .

  • Objective : Measure the impact of “non-Amazon” media on the company’s activities (including sales) on Amazon.
  • Works best for : Businesses wanting to understand how other advertising channels (off-site) influence purchases on Amazon.
  • Performance Example : Provides valuable data on how different channels contribute to conversions.

Faced with all these campaign choices, we can therefore remember that each type of advertising available on Amazon Ads has its own advantages. Each of them can therefore be used in a unique way to achieve specific marketing and sales objectives. With a good understanding of these different types of Amazon ads , as well as their strategic application, it becomes realistic to aim to optimize your business's success on one of the world's largest e-commerce platforms.

Audience targeting options on Amazon Ads

As with any other advertising platform, audience targeting is an essential step for Amazon advertising to deliver effective results, reflecting your needs and goals.

  • Keyword Targeting : Allows you to target users based on the most popular search queries.
  • Targeting by product / categories : Offers the opportunity to target an audience based on similar or complementary products.
  • Demographic targeting : Targeting options based on certain data such as age, gender, professional status, etc.
  • Geotargeting : Enabling this option allows you to focus your efforts on specific geographic areas.

Although Amazon Ads advertising campaigns have many advantages, including access to a large audience of relevant potential consumers who are usually already ready to buy, some aspects of audience targeting are a little more limited. These limitations are especially noticeable when compared to other major advertising platforms.

  • Limited remarketing

  • Although it is possible to do remarketing using Amazon Ads , it is a little more limited than other platforms such as Google Ads style="font-weight: 400;" data-mce-style="font-weight: 400;"> for example. Personalization options do not allow users to be targeted with the same depth, particularly based on their past behavior on the site. Additionally, these remarketing options are typically limited to the Amazon platform itself, reducing the ability to reach users on other websites or apps.

  • Limited demographics

  • Regarding the demographic targeting options on the Amazon platform , they are also slightly less elaborate than other platforms which, for example, allow targeting the campaign audience according to specific interests, political affiliations, level of education, etc. In fact, Amazon Ads focuses primarily on purchasing data and browsing behaviors on its own platform, somewhat limiting the ability to understand and target audiences based on their broader demographics.

    Despite these few limitations, Amazon Ads remains a powerful advertising tool . With a clear understanding of these strengths and weaknesses, as well as good strategic planning , it is certainly possible to use Amazon Ads effectively!

    Performance monitoring and results analysis

    In order to properly monitor the impact of your campaigns on the targeted audience, the Amazon platform offers you an integrated tool: Brand Analytics . Thanks to the data collected, its use allows the monitoring of several relevant performance indicators (KPIs) such as the conversion rate and return on investment (ROI) for example.

    You can also find reports generated by the platform, presenting statistics and demographic data that may be relevant to adjusting your strategy.

    Choosing the right type of Amazon advertising based on the TOFU, MOFU, BOFU method

    Regardless of the platform, each online advertising campaign should be designed according to the desired objectives . Thus, the concept of the sales funnel always comes to the fore. Here are some concepts to take into account in relation to this strategic marketing funnel when setting up a campaign on Amazon .

    TOFU (Top of the funnel): At this stage, it is possible to consider using Display ads to gain awareness , as well as video ads to generate some engagement from your target audience.

    Concrete example : A well-edited video ad can represent a good strategy when launching a new product on the platform.

    MOFU (Middle of the Funnel): Sponsored Brand Ads can encourage consideration for your business. In order to better connect with targeted consumers, using publications via Amazon Posts is also a solution to consider.

    Case in point : A good use of the Amazon Post concept could be to post a relevant case study featuring feedback from a satisfied customer.

    BOFU (Bottom of Funnel): When it comes time to target more precisely potential customers who are ready to buy, setting up sponsored product ads and special offers allows you to target users likely to bring you a good deal. number of conversions .

    Case in point : Creating an ad around a specific product while also offering an exclusive discount code can be an effective strategy to drive conversion.

    By mastering these elements in order to align your campaigns with your objectives , it becomes possible to make your marketing on Amazon a powerful engine of growth for your business. So don’t hesitate to collaborate with an agency specializing in this area to assist you and thus obtain maximum results!

    Best practices for optimizing an ad on Amazon

    To help you implement an effective advertising strategy on Amazon Ads style="font-weight: 400;" data-mce-style="font-weight: 400;">, here are some key points considered to be good practices about this platform.
    • Use relevant keywords : Remember to integrate quality keywords into your titles, descriptions, and metadata related to your ads.

    • Highlight the advantages of the product : Do not hesitate to adapt the content of your advertising by clearly indicating why your product is unique and how it stands out from competitors' offerings.

    • High-quality images : Use clear and engaging images that clearly illustrate your product and its features.

    • Reviews and comments : Positive reviews attached to your products and your brand build trust and thus improve conversion rates.
    • A/B testing : By testing different versions of an ad to see which one will be most effective, you ensure maximum profitability for your campaign.

    By combining all of these efforts with the use of other platforms in parallel, you will obtain an even more complete and effective online advertising strategy .

    Do you want to maximize your return on investment on Amazon Ads ? Do not hesitate to seek professional advice from a specialized marketing agency that can help you see things more clearly.

    Why work with an agency for your Amazon advertising campaigns?

    Combining the expertise and tools necessary to design, manage, and optimize your Amazon Ads campaigns , specialized agencies can represent a valuable asset for implementing your advertising strategies on Amazon . Indeed, due to its unique features, in -depth knowledge of the platform can make the difference in getting the most out of every dollar spent.

    In the e-commerce sector, there is no doubt that Amazon Ads has established itself as a key player in online advertising . With access to a massive and engaged customer base, advertisers can reach audiences already interested in making purchases, optimizing the chances of conversion in advance and thus enabling a greater return on investment . Let us remember, however, that it is crucial to recognize the particularities and limitations of Amazon's advertising platform, particularly in terms of targeting, remarketing, and demographics. A nuanced understanding of these elements allows for the development of more effective strategies aligned with specific business objectives .


    In short, Amazon Ads offers an exceptional opportunity for those looking to promote their products in a competitive environment. Its judicious use, in harmony with a well-thought-out overall strategy, can accelerate growth , strengthen brand awareness , and solidify customer loyalty in an ever-changing market.

    Optimize your visibility on Amazon

    Amazon Ads

    Our agency specializes in improving the ROI for your products on Amazon, the leading product search engine. We offer a variety of services, including SEO, Sponsored Products, video and audio advertising, and custom display solutions. Our omnichannel approach, the Bofu method, ensures a strong presence of your products on Amazon, combined with effective retargeting strategies.

    We aim to maximize your ROAS and ROI by adjusting strategies according to the phases of the customer journey and the specificity of the market. With us, increase the visibility and conversion of your products on the leading e-commerce platform.