Amazon Sponsored Product ads will now be displayed on premium third-party apps and websites. This collaboration includes big names like Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis, which includes popular brands like Lifehacker and Mashable. This expansion offers marketers the opportunity to reach a wider audience and potentially achieve higher conversion rates and return on ad spend.
The partnership between Amazon and Pinterest, established earlier this year, aims to address the attribution issue on Pinterest, which has been a challenge for advertisers. The new feature will help bridge the gap between the Pinterest dashboard and Google Analytics, providing more accurate data for advertisers.
So, how does it work? Amazon will analyze relevant page context, your campaign, and cost-per-click parameters to identify users on third-party platforms who are likely to be interested in your product. Users will then see your campaign displayed on these platforms. All ads will link back to your Amazon product page, making it convenient for potential customers to make a purchase with just a few clicks.
In order for your sponsored products to appear on third-party platforms, the products must be in stock and include trusted Amazon shopping attributes such as Prime delivery promise, ratings, and accurate pricing information.
Amazon has made it easy for advertisers to benefit from this new feature, as no action is required. Your Sponsored Products will automatically appear on premium third-party apps and websites. Campaign reporting can be accessed through the Sponsored Products placement report in the report center.
Colleen Aubrey, senior vice president of Amazon Ads Products and Technology, expressed excitement about expanding Sponsored Products to a range of websites and apps. She emphasized how Sponsored Products have always helped customers discover products they may love and how they have continuously improved the relevancy and effectiveness of advertising through advanced machine learning algorithms.
Pinterest’s Chief Strategy Officer, Martha Welsh, emphasized the positive impact of their partnership with Amazon Ads. She highlighted the goal of bringing more shoppable content to Pinterest and ensuring a great consumer buying experience. Welsh stated that shopping is one of the top requests from Pinterest users, and they are committed to delivering more ways to go from inspiration to action.
For more information on Amazon’s Sponsored Products expansion, you can read their announcement here.
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