The reality is that most brands need to make decisions on which products to prioritize when it comes to Amazon Sponsored Ad campaigns, due to limited budget and headcount. But that doesn’t mean that your ads can’t make a big impact on your marketing goals.

The constraints simply mean that you have to be more thoughtful in the approach, starting with which products you support with Amazon Sponsored Ads campaigns. Does that mean that ideally (if you had infinite budget and headcount), you’d support every single ASIN in your catalog? Not necessarily.

Our guide will take you from the broadest strokes to the most detailed to help identify which ASINs are the most strategic to support.

Pro tip: Need help assessing your Amazon search advertising campaigns? We’re here to help. Schedule a call with our team to discuss your Amazon marketing goals and how Downstream can make it easier to identify which products are most successfully laddering up to those goals.

Let’s take a moment to define ASINs

ASINs - Amazon standard identification numbers - are Amazon-specific SKU numbers. Though often used synonymously with products, they are more specific. Depending on the context, “product” could be used to describe one thing or a pack of three of those things. ASINs, on the other hand, take any variation into account.

For example, if you’re selling bars of soap, 1 bar of soap will have a different ASIN than a pack of 6 of those soaps, and yet a different ASIN for a pack of 6 soaps in which each has a different scent.

Start by outlining your goals

What are the business and marketing goals that you’re working toward with Amazon search advertising? List these in priority order and break them out by product line.

If you’re looking to drive profitability, then pointing customers to ASINs with higher ASP (average selling price) and higher margins,or trading up, is likely the way to go. However, if you’re looking to grow market share, then it may make sense to promote products that have a more competitive average selling price and typically receive clicks and convert at a higher rate. Perhaps you are looking to increase your purchase orders from Amazon and so you’re focused on driving the forecasted demand via Clicks - and doing so regardless of RoAS or ACoS.

That’s not to say that you shouldn’t drive multiple objectives - rather that prioritizing your goals will help dictate how much focus each will be given.

Pro tip: We’ll be sharing a list of example goals to help you get started in the coming weeks. Subscribe to our blog so you don’t miss it!

Conduct a brand and product landscape analysis

What are your brand’s and products’ main challenges, opportunities, and position in the marketplace?

Some questions to answer include:

  • Are you a share leader or a share challenger?
  • What are your brand’s signature or hero products?
  • Does your brand have strategic initiatives or product launches?
  • Are you retiring old products?
  • How many competitors are in your space?
  • How often do the products need to be replaced?
  • Are any of your products seasonal?
  • What are the attributes of the best selling ASINs in my category(s) and how do mine compare?

Understanding the landscape within which you’re advertising your products will help to identify which are most likely to be effective in achieving your goals.

Are the ASINs ready for ad support?

Before you start advertising the ASINs you’ve chosen, make sure they’re retail ready. Retail readiness ensures that your product content is optimized to maximize clicks and conversions, be packaged to provide the lowest shipping costs possible, with content and packaging built to mitigate poor customer experiences upon receipt which could drive negative reviews and returns. This includes having ample inventory so you don’t run out of stock as a result of increased ad traffic, to only promoting products that are most likely to delight your customers.

Questions to ask yourself before putting ad spend behind products:

  • Is there enough inventory?
  • Can I stay in-stock?
  • What are my vendor lead times and production plans?
  • Am I winning the Buy Box?
  • Is my channel “clean” and can I ensures I keep winning the Buy Box?
  • How many reviews do I have and what is my rating?
  • Is the content clear, accurate, and does it help mitigate returns and/or a negative customer experience?
  • Is it an Add-on Item or Prime exclusive?
  • Do I have Fast Track shipping?
  • Is the pack size fit for channel, meaning you balanced acceptable units and packaging to the customer and with the marginal freight costs?
  • Is my packaging certified as Frustration-Free Packaging (FFP) or Ships In Own Container (SIOC)?
  • Will my packaging protect against damage?

For more details on each of these questions and to ensure your Amazon ads are working for you, take a look at our retail readiness checklist.

Time to choose your priority ASINs

Now that you know how to map your products to your goals, It’s time to decide which of your products to support with strategic ad spend. Here’s your checklist - now get started!

  • Outline clear goals for your Amazon business and marketing efforts.
  • Understand your brand and products’ main challenges, opportunities, and position in the marketplace.
  • Use our retail readiness checklist to make sure these products are ready to be supported with Amazon ad campaigns.

Pro tip: Need help analyzing your Amazon search advertising campaigns? We’re here to help. Schedule a call with our team to discuss your Amazon marketing goals and how Downstream can make analyzing your campaigns a matter of clicks.

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