Amazon Ads Drive Non-Amazon Sales, Too

Amazon advertising has a strong sales impact for products bought and sold on Amazon, but the benefits go beyond those walls as well.

Connor Folley

Obviously Amazon advertising has a strong sales impact for products bought and sold on Amazon, but the benefits go beyond those walls as well.

According to a recent study, Amazon search and display ads are driving sales in other channels. For search, that impact is estimated at an admittedly broad 10% to 60% rate. But for display, it’s 70% to 90%. Clearly money spent with Amazon is going to create benefit in that ecosystem. However its widest benefit may actually be driving consideration at the top of the purchase funnel.

Amazon is already the largest online retailer in the world and the second largest retailer in the world (by retail sales), too. As such, they receive more product research than all search engines combined, whether they ultimately complete a purchase there or not. Where your potential customers used to scour the web’s largest database of product reviews and product information, Amazon now serves as the world’s largest aggregator for everything a consumer needs to know about a brand and their products.

Unlike other large websites devoted to digital advertising, Amazon is first and foremost a place for consumers to research products and shop. This means that advertising brands can ensure that their ad dollar is spent on consumers with clear buying intent:, the advertiser wants to sell something and this audience wants to buy. So let’s provide the consumer some information on our products, and then allow the consumer to find the best place to complete a purchase.

Customer data has allowed Amazon to successfully expand from a retail platform to a brand platform. Amazon is leading the way for an omnichannel approach, where online and offline marketing support one another, and drive collective retail success.

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