Best Amazon Advertising and Marketing Strategies for 2021 (Guide)

Do you need some tips and tricks to enhance your Amazon marketing services or Amazon product advertising?

Start at the foundation: knowing your Amazon marketing strategy.  

We’ll lay out the best strategies for marketing and advertising on Amazon so that you get your brand noticed, have consistent traffic on your product listings, and optimize your consumers’ experience by creating grade-A content. 

Ready to better your Amazon advertising skills? Let’s get started!

What are the Different Types of Ads to Run on Amazon?

There are several types of ads to choose from, but there’s bound to be one more ideal for your product over another.

Below, we break down a pro and con list of each ad type so you can decide which will be most beneficial to helping you reach your goals. 

1. Amazon Sponsored Product Ads

These are best suited for building awareness or helping motivate sales. They are typically used by central, or core, Amazon sellers. 

What are the Pros?

  • They have high conversion ratings and click-through rates.
  • They resemble typical consumer search results.
  • They show up at different places on a result list: the bottom, top, and the middle of a page so that people will likely cross them at some point.

What are the Cons?

  • It could take longer to set up Amazon sponsored product ads than other types of ads.

2. Amazon Sponsored Display Ads

These are also great ads for building awareness and are used by central Amazon sellers. They help you reach relevant audiences who are searching or buying products either on or off Amazon.

What are the Pros?

  • They reach customers even outside of Amazon.
  • They are creative design ads that aren’t hard to maintain or create.
  • They increase your customer-to-product ratio.
  • They only show up when you have products in stock.
  • You only pay when a customer clicks on your ad.

What are the Cons?

  • There are not a lot of customization options.
  • Optimization is not as prevalent as for some.
  • Your product must fall under certain guidelines for you to use display ads.

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3. Amazon Sponsored Brand Ads

Get your brand out there! These ads help customers see your brand and are focused on Amazon product advertising.

What are the Pros?

  • You can write bigger, broader headlines. With other ads, you might get up to 10 words, but with sponsored brand ads, you can have up to 50 characters. 
  • Let your customers know how much they are going to save! These ads are great for advertising savings and deals.
  • These ads give you more freedom to brag about your products. What are the advantages of your product over all the others? What are its features, perks, and benefits? You can discuss these through sponsored brand ads.
  • You advertise your product along with your brand logo and personalized headline.

What are the Cons?

4. Amazon Sponsored Brands Video Ads

These ads are perfect for running video ads about your product. Amazon sellers use these to advertise as a quick and personable way to entice buyers.

What are the Pros?

  • Sometimes, videos can be annoying to customers, especially because of unwanted sound coming on by default settings. These brand video ads run without sound, but customers can choose to turn the sound on if they so choose.
  • People watch video ads online even if they do not intend to. Videos are attractive to people, so customers are likely to see your video ad even if the sound is not on.
  • They are quick and to the point, and customers will get a feel for your brand in a simple and unique way.
  • They appear on product detail pages and product searches.

What are the Cons?

  • Have a higher Amazon advertising cost than most.

5. Amazon DSP Ads

These ads are demand-style platform (DSP) ads, meaning they allow you to buy video, audio, and display ads either on or off Amazon. This allows you to get your brand noticed across the board.

What are the Pros?

  • Ads show up in multiple places on Amazon and webpages associated with Amazon such as third-party brands and publishing partners.
  • Because they appear only in “brand-safe” places, your brand is protected and quality standards are upheld.
  • With the DSP you can see which advertising approach is driving your campaign the most thanks to audience insight reports.

What are the Cons?

  • New brand online sellers are not ideal for DSP ads because they can be more difficult to manage.

6. Amazon DSP Video Ads

DSP video ads on Amazon come in two types: OTT and OLV. 

OTT stands for Over-the-Top and OLV stands for Online Video. There are some minor differences between the two, but in general, they produce the same results with similar formats.

OTT and OLV Overview

OTT offers:

  • First-party only ads (site only ads).
  • 500MB file size.
  • 15 or 30-second video duration.
  • 1920 X 1080 maximum frame size.

OLV offers

  • First-party or third-party served ads.
  • 500MB file size.
  • Minimum duration of 6 seconds; Maximum duration of 120 seconds.
  • 1920 X 1080 maximum frame size.

What are the Pros?

  • Easy to create; very little hassle.
  • These also show up in various places such as Amazon webpages and devices, including Amazon Marketplace.
  • They reach a broad range of people.

What are the Cons?

  • This could be considered a negative feature for some: these ads interrupt video content while a video is in the middle of streaming. Sometimes it is better to have the ad play either before or after the video content so that people are more likely to pay attention to the ad rather than get annoyed by interruptions.

7. Amazon DSP Custom Ads

Some brands use these ads if they work with Amazon’s ad creators and consultants. 

What are the Pros?

  • They help in every area of sales, from helping build awareness to conversions to referrals.
  • These ads are full of character! They stand out from the crowd and give you more customization options. They might be videos, blocks of text, images, graphics, or a combination of these.
  • They show up across the web as well, both on and off Amazon.

What are the Cons?

  • These are also not ideal for first-timers or newbies to Amazon advertising. 

Amazon Tools to Take Advantage of

Amazon Attribution

Today, many Amazon sellers advertise on many platforms outside of the Amazon network.

Amazon Attribution helps brands measure their traffic and which websites or channels are helping increase their sales.

It is an analytics measurement tool to help you see how well your marketing channels outside of Amazon are performing.

This tool allows you to discover the best ways to optimize your customer’s experience.

What are the Pros?

  • This is effective for running ads off of Amazon platforms to encourage customers to visit your Amazon listings.
  • Amazon Attribution helps you narrow down which advertising methods are working and which ones are not bringing in the traffic.
  • It will help you see the influence of cross-channel marketing.

What are the Cons?

  • You must be a member of the Amazon Brand Registry.

How to Create Memorable Content

Understanding how to advertise on Amazon like a pro begins with your Amazon marketing strategy. Let’s discuss how to make your content shine above the rest! 

Capture Your Customers' Attention

One way to improve your Amazon marketing strategy is by giving your buyers all the juicy details about your products in a memorable way.

Advertising is all about getting your prospect’s attention.

Let’s be real, no one reads an ad for fun. That doesn’t mean that ads can’t be fun, funny, or entertaining. But, no one consciously looks at an ad for entertainment. Humor is used as a way to capture and keep our attention. 

So, when your customers see your ad be sure to give them all of the key selling points of your product. 

Why Is This So Important in Advertising?

You must consider the visual aspect of your advertising and marketing. 

How well do your images and graphics represent your product? Do they entice the buyer and advertise the key selling points of your product? 

You want to showcase your product the best way you can — don’t be afraid to brag about it a little! 

Appeal to the emotional side of your audience through exciting graphics and images that will capture the essence of your product and encourage the buyer to choose your service over another. 

Advertising this way can help increase your conversion rates, making your products all the more attractive to buyers.

How Do You Make This Content?

One way to create this content is to use a design service that will help you highlight your product. For example, our Amazon A+ Content service does exactly this and helps drive sales by using unique designs and graphics to accentuate products or services. 

To stand out among the competition, consider Amazon A+ Content to help you make a bold statement with your product!

Now that You Know the Importance of Amazon Content, What Will You Do Next?

Whether you are just starting in the Amazon advertising world or you’re looking to ramp up your skills for 2021, these tips and suggestions have hopefully given you a fresh outlook on your marketing goals. 

Your Amazon marketing strategy is the foundation for improving your Amazon marketing strategy though advertising and enhanced brand content. 

This might mean reevaluating your keyword choices, having a better understanding of the types of ads you want to run, or helping your sales increase through content design. 

Whatever the case may be, try these simple tricks we’ve provided and watch your Amazon advertising flourish! 

If you’re interested in our amazon enhanced brand content service be sure to check out our package options here

If you’d like to find out how our unlimited design services can help you create the ads that you need to run a successful Amazon advertising campaign check out our plan options here. 

OR, if you’re wondering how we can help you with your specific needs click here to schedule a call with us. 

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