Amazon Marketing Insights

When growth on Amazon stalls after a certain scale, it is either a traffic problem or a conversion problem. If you are struggling to grow profitably on Amazon, just go back to basics, log into Brand Analytics, and look at 3 metrics to diagnose the problem 1.      Search Term Impression Share for High Volume Generic Searches : Amazon is a search led platform and in most categories upto 75% of searches are generic keywords( no wonder they are fast catching up with Google search in revenue). The biggest lever to grow is to have a high impression share( mix of organic and ads) on high volume generic keywords. If your impression share on high volume KWs don’t grow, overall growth is difficult. 2.      Branded Search Volumes for both Own Brand and Competition: This is often a function of activities done outside the platform. If branded search volumes don’t grow, the reliance on Ads driven glance views won’t come down and profitable growth will be difficult. Similarly if competition branded searches go up, you will find it extremely difficult to hold on to your market share 3.      Conversion Rates for all High Volume Keywords: Look at the conversion trends. If you are not able to maintain/improve conversions with increasing search term impressions share( provided it is increasing), you need to go back to the product pricing proposition. Maybe a competitor with a better proposition is taking market share. Maybe you have hit the ceiling of growth with the current product proposition and further growth will only come if you can introduce new propositions to appeal to a broader TG I am amazed at how much data Amazon shares so that businesses can diagnose problems correctly and take decisions. And equally amazed at how few leaders go deep, open the portals and read the reports that are available. If you are not doing it, start it today P.S. It doesn’t matter how busy I am, most Sundays I will open brand analytics, Amazon Pi and the ads platform and look at the metrics from the source itself. This is how one of the sample reports look like.

In just five months, Amazon has announced partnerships with five major players: Roku (June 16) Disney Advertising (June 17) Netflix (September 10) SiriusXM (September 16) Spotify (October 1) These partnerships now cover the leading streaming service, streaming platform, and music streaming service. So Amazon isn’t just buying “open web” supply. It’s orchestrating it. For advertisers, that means fewer fragmented buys, more consistent reach and frequency, and measurable outcomes. For publishers, it means higher yield and control. Let me lay these partnerships out for you. Across the board: - Buy inventory through a single Amazon DSP entry point - Logged-in reach for better deduplication and frequency control - Clean-room data collaboration for full-funnel measurement - Omnichannel intent signals in premium streaming environments And what’s unique: - Roku: Exclusive CTV footprint at scale, higher unique reach, lower frequency - Disney: Access to Disney+, Hulu, ESPN inventory with premium data and contextual tools - Netflix: Global reach for single-buy planning - SiriusXM: Pandora, SoundCloud, and soon podcasts, optimized for commerce signals - Spotify: Global audio + video, adding a second pillar of worldwide audio reach Media planning in 2026 just got a reset. Plan once in Amazon DSP, activate across top CTV and audio properties, and measure with the same first-party rigor that defines retail media --> Efficient, measurable, scalable.

Looking at Amazon’s latest numbers, one thing is very clear for sellers: Advertising sits at the core of how the marketplace works. Ad revenue continues to grow rapidly because visibility on Amazon is increasingly tied to the auction. Traffic is there, but access to demand depends on how effectively you compete for it. What sellers should focus on: 1️⃣ Build margins with advertising included from the start. Business models that only work without ads tend to break under competition. 2️⃣ Sales velocity drives ranking. Paid momentum often creates the lift that leads to organic growth. 3️⃣ Conversion fundamentals matter more than campaign tweaks. Content quality, reviews, pricing, and inventory health determine whether ad spend scales profitably. 4️⃣ Efficiency creates leverage. Brands with stronger positioning and better unit economics frequently outperform competitors with larger budgets. 5️⃣ Brand strength compounds over time. Differentiation, repeat purchase, and pricing power make higher CPCs sustainable. Amazon today rewards operators who think in terms of acquisition cost, lifetime value, and contribution margin, just as you would with any performance marketing channel. Curious how other sellers are adapting their strategies this year.

Too many brands focus their teams on their sell-in performance with #Amazon ❌ So they: ✋ Offer Vendor Managers discounts for bulk orders ✋ Grant funding based on raised orders from Amazon ✋ Place excessive born-to-run orders that lead to overstock The problem is: 𝗔𝗺𝗮𝘇𝗼𝗻 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗼𝗽𝗲𝗿𝗮𝘁𝗲 𝗮 𝘀𝘁𝗼𝗿𝗮𝗴𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. 💡 It operates a fulfilment business. As a result, Amazon will only order as much inventory as it needs to fulfil customer demand. And in recent months, Amazon has gradually reduced its stock levels to drive even more efficiencies in its fulfilment network. So by focusing your vendor operation on Amazon's sell-in performance, you are reversing your Flywheel with the online retailer. Leading to overstocks and a downward spiral in price when Amazon marks down the excess inventory. The solution to this? 𝗠𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝘆𝗼𝘂𝗿 𝘁𝗲𝗮𝗺𝘀 𝗮𝗿𝗲 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘁𝗵𝗲 𝘀𝗲𝗹𝗹-𝗼𝘂𝘁 𝘁𝗼 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗶𝗻𝘀𝘁𝗲𝗮𝗱. You can do that by: ✅ Optimising your advertising spend ✅ Defining an annual marketing calendar with AVS ✅ Increasing customer retention via Subscribe & Save ✅ Linking investments to the execution of price promotions ✅ Etc. Remember: Amazon won't do the heavy lifting of selling your inventory for you. So you must adapt your sales strategy accordingly. --- Do you focus on sell-in or sell-out with Amazon? Let me know your thoughts in the comments! #amazonvendor #amazonstrategy

I watched an 8-figure brand transform their Amazon sales by changing ONE thing. Just their main product image. After 5 months of creative optimization, their conversion rate jumped 48.2% on 1P and 28.4% on 3P. Most Amazon sellers obsess over keywords and ad spend. Your product image is just as important, if not more. It's worth investing in high-quality visual assets. When we implemented our conversion-centered creative strategy at Prime Team Agency, we found: - Main product images drive more sales than any other single element - Brightening colors and increasing contrast can dramatically lift CTR - Enlarging the product's visual footprint in the frame instantly boosts recognition Here's what's working RIGHT NOW on Amazon: - Increase image contrast and product size within the frame - Simplify information (save details for secondary images) - Position key benefits directly on the packaging - Test, measure, optimize, repeat The brands winning on Amazon are those treating their main image as their most valuable digital real estate.

Stop bleeding money on Amazon Ads On Amazon, too many brands focus on attracting traffic but fail to convert it. CTR gets you clicks. Conversion (CVR) gets you customers. ⤷ But high click-through rates mean nothing if shoppers don’t buy. Conversion rate (CVR) is where profitability and brand equity are built. It signals trust, product-market fit, and a seamless buying experience. My top-tips for increasing conversion and maximising ROI on ad spend ➜ A/B test images and copy to optimise for conversions ➜ Ensure reviews and ratings reinforce credibility ➜ Use social proof and enhanced content to remove objections ➜ Improve fulfilment speed—Prime eligibility matters Winning brands don’t just chase traffic (and fund the Amazon PPC machine). They refine every element of the buyer journey until conversion is maximised (and then they keep on testing) Honestly - Prioritise CVR to maximise profit margins.

Amazon spent $14.1 billion on advertising in 2024. More than P&G. More than Unilever. More than Coca-Cola, PepsiCo, and Nestlé combined. 💡 The Ad Age ranking tells us everything about where marketing budgets are actually moving. Global ad spending crossed $1 trillion for the first time. 75% of it is digital. But the real story isn't the total, it's who's spending it and why. The top 5 U.S. advertisers: 1. Amazon ($14.1B) 2. Comcast ($6.3B) 3. Procter & Gamble ($6.1B), 4. American Express ($4.7B) 5. Capital One ($4.4B). Two of the top five are financial services companies. P&G, the brand that defined modern advertising, dropped to third. The fastest-growing categories on the list: insurance and banking. Progressive grew ad spend 150%. Allstate grew 189%. Capital One +14%. AmEx +16%. These companies understand lifetime value the way SaaS companies do. They're buying customers, not impressions. Meanwhile, look at the CPG block: L'Oréal ($3.7B, +5.2%), Nestlé ($2.7B, +7.1%), Unilever ($2.1B, +10.4%), The Coca-Cola Company ($2.0B, +10.8%), PepsiCo ($2.2B, +1.2%). Growth is steady but single digits. The brands that built modern advertising are no longer setting its pace. The platforms collecting most of this money tell the other half of the story. Alphabet Inc. pulled $209 billion in net digital ad revenue globally. Meta: $184 billion. Amazon: $69 billion. These three companies alone captured more in ad revenue than the next seven combine, ByteDance, Alibaba Group, Pinduoduo, Microsoft, Tencent, Kuaishou Technology, and Apple. Amazon, Google, and Walmart appear on the advertisers list. They also own the media networks where everyone else spends. Amazon is the #1 advertiser and the largest retail media network. Walmart is #7 on the spend list and the second-largest RMN in the U.S. Google is #6 on the spend list and captures $190 billion in ad revenue. They're advertisers, media owners, and data platforms, simultaneously. That structural position matters. U.S. retail media is already past $60 billion and headed toward $100 billion. Amazon and Walmart capture 80%+ of that growth. Search, retail media, and social now account for the three largest pools of ad spend globally, roughly $357 billion combined. CTV is growing 15–18% annually. Linear TV is shrinking. For CPG brands, the math is clear. You're spending more every year inside platforms controlled by your retail partners. The budget is shifting from trade marketing and shopper marketing into Amazon Ads, Walmart Connect, and Instacart Ads, because those channels sit closest to the transaction. The CMOs who read this list correctly already know: the budget going into Amazon Ads and Walmart Connect is no longer discretionary. It's the cost of staying on the shelf. Sources: Ad Age, EMARKETER #RetailMedia #CPG #FMCG #Advertising Mars Mondelēz International Ferrero Reckitt Diageo AB InBev LVMH

Most Amazon listings don’t fail because of ads. They fail because of fundamentals. We decorate instead of explaining. We stuff keywords instead of selling value. We chase traffic before earning trust. That’s why I use a listing-first framework before touching PPC. Not to make things pretty, but to make decisions easier for buyers. This guide breaks down the core levers that actually move conversion: • images that communicate in 3 seconds • titles built for humans and search • bullets that answer objections • keywords mapped to real buyer intent • pricing aligned with perception • mobile-first structure by default No hacks. No gimmicks. Just clarity, structure, and buyer logic. If your listing can’t convert organically, PPC will only scale the problem. Save this for your next listing audit or relaunch. Follow Adnan Aslam 🔔 for more Amazon growth insights.

I just finished reading Flywheel's "The Big Shift" report on redefining ROI with Return on Consumer, and it crystallized something I've been thinking about for months. Here are my key takeaways and what they mean for Amazon advertisers. While ROAS has served us well for immediate conversion optimization, it falls short in identifying and nurturing long-term customer relationships. What's exciting about Amazon's canvas is the quality of identity resolution we can achieve. When customers interact with ads and make purchases, we can connect those touchpoints with much higher confidence than other platforms. This isn't just about tracking sales – it's about understanding the complete customer journey. Amazon Marketing Cloud: A Bridge to the Future The recent expansion of AMC's lookback window to five years is more than just a feature update. It represents a fundamental shift in how brands can understand and activate their customer data. This unprecedented access to purchase history, combined with privacy-safe behavioral insights, allows brands to: • Measure true customer lifetime value • Identify high-potential audience segments • Optimize point of market entry (POME) • Drive sustainable growth through data-driven decisions Beyond Last-Touch Attribution One of the most common conversations I have with advertisers centers around breaking free from last-touch attribution. The reality is that customer journeys are complex and non-linear. With AMC, brands can now see how different touchpoints – from Sponsored Products to Streaming TV – work together to drive both immediate sales and long-term customer value. Real-World Impact The report illustrates this perfectly: a consumer might enter a brand's portfolio with hand soap one year, then purchase detergent and dryer sheets the next year, followed by air fresheners and storage products in the third year. This insight, only possible through long-term customer journey analysis, completely transforms how we should think about acquisition strategy and budget allocation. Looking Ahead • The future belongs to brands that can effectively: • Verticalize their ROI approach within Amazon's canvas • Focus on customer lifetime value rather than individual transactions • Use behavioral signals to fuel sustainable growth • Balance immediate performance with long-term customer value The Question for Advertisers The shift to ROC isn't just about new metrics – it's about fundamentally rethinking how we measure success. Are you still optimizing for short-term ROAS, or are you building for sustainable customer lifetime value? Want to learn more? Read the report: https://lnkd.in/gd2DNBfT Like to listen? Check out the podcast: https://lnkd.in/gPzvS7ci How is your organization adapting to this evolution in measurement and optimization?

We don't pay for any Amazon reporting. Amazon's Search Query Performance report tells us how customers discover our listings. This report tells sellers search volume, impressions, clicks and purchases for their top 1k keywords. Both in total and our brand's market share. To find this report: Brand Analytics ➔ Search Analytics ➔ Search Query Performance   At the top, toggle between 2 ways to view search data: ➔ "Brand View": 1k most important search terms to your brand. ➔ "ASIN View": 100 most important search terms by ASIN.   First: Organize & Label the Data.   Export the top 1k keywords by week as far back as possible. Merge into 1 spreadsheet. A free chrome extension makes this very easy. I'll share it at the end.   In a new tab, list each unique search term and add columns with fields you'd like to filter by. Match these fields into the main dataset. These are the fields I add:  • Keyword type: Branded, Generic or Competitor • Competitor: Yeti, Hydro Flask, etc • Product Type: Adult Bottle, Kid's Bottle, Backpack, etc. • License: Character or Sports Team   Now I can see our performance when customers search for Yeti, ice buckets, Paw Patrol, our branded keywords, etc.   Here are a few ways I look at the data:   1. Search Type   One of my favorite charts is the % of our clicks coming from branded, generic and competitor search terms.   Successfully brand building means more clicks from branded search terms over time.   Generic keywords drove 60% of clicks into our listings. Now branded keywords drive most of our clicks. Growing clicks from branded search is important, this is how we track it. (chart below)   2. How Are Customers Finding a Listing?   Pulling the "ASIN View" report for every ASIN in a listing shows exactly how customers are finding your listing.   For our kids listings, character specific keywords are a huge driver. They sum up to be about 40% of traffic.   "Spiderman Toys" has been a great keyword for us. We can know how we're doing YoY on keywords like this.   3. Amazon Ads Incrementality   Knowing if Amazon Ads are increasing total sales is one of life's great mysteries.   Match this report with Amazon Ads click data by keyword & date.   Test turning on and off campaigns and watch what happens to clicks in the SQP report.   The change in average clicks from a keyword is what ads are actually producing.   You can understand how much money you are lighting on fire with branded ads. Only 20% of branded ad clicks are incremental for us.   4. Simple Modern vs Competition's Search Volume   We compare total searches and clicks for our brand to competitors by week.   It shows relative brand health and who's trending up/down.   It shows us passing Hydro Flask over the last 2 years.   5. Flipping Competitor's Customers   With this data, you can see search volume for competitor keywords.   If successful, this is a great customer acquisition tactic. A great use for SP ads.   10% of our clicks come from competitor keywords.