Off-Amazon Amazon Channels
In addition to supporting on-Amazon Sponsored Display Ads, Amazon’s demand side platform (DSP) offers access to a vast range of additional Amazon-owned and non-owned channels, including:
Amazon Music: Audio ads on the popular music streaming service via Alexa-enabled devices included for Prime customers.
Over-The-Top (OTT): Video ads on popular Amazon video streaming apps, streaming devices, smart TVs, and gaming consoles.
Other Amazon-Owned Web Properties: Websites such as IMDB, Twitch, Woot, and Zappos.
Third-Party Websites: Like any DSP, you can run ‘programmatic’ display ads to target websites related to your category or popular websites to reach the masses with first-party data on purchases and preferences.
Off-Amazon Non-Amazon Channels
Gone are the days when a well-built Amazon-only campaign would boost sales on its own.
It would be best to incorporate off-Amazon channels such as Google Shopping Ads, Google Search, and social media. Through Amazon’s DSP, Emplicit retargets consumers who viewed your Amazon listings but didn’t convert and other customers with relevant purchase and browsing behavior.
Consumers know Prime offers rapid and free delivery for products on Amazon. Since it’s on Amazon, the price will be about the lowest consumers can find. As a result, using other off-Amazon channels allows us to find prospective customers searching for products and are more likely to convert after seeing your product sold on Amazon.
Emplicit is careful not to cannibalize your DTC sales while including Amazon-specific searches and testing destinations for channels like Google Shopping because we care about the big picture.
Amazon Attribution Puts It All Together
Tracking ROI for Amazon activity and other Amazon channels via Amazon’s DSP is automatic, but tracking off-Amazon activity is more challenging.
Emplicit utilizes Amazon Attribution, a relatively new tool for brand-registered sellers to measure their off-Amazon marketing efforts. This tool helps us decide which off-Amazon campaigns should drive your customers to Amazon and which should drive them to your ecommerce website.
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