When you hear the word Amazon, you may think of the ecommerce platform. However, Amazon’s properties extend beyond online shopping. Amazon Prime 2019 Membership data shows 82 percent of U.S. households have a Prime membership1, totaling 105 million households.
While memberships continue to increase, so do the number of Amazon properties, giving advertisers multiple opportunities to reach Amazon customers. These include Amazon Prime Video, Amazon Music, Fire TV and the voice assistant product, Alexa. Amazon’s growth fuels the development of powerful mediums that allow advertisers to follow consumers, understand their habits and in turn, provide them with relevant content and advertisements.
Amazon continues to invest in the digital advertising space, which is projected to grow by about 50 percent throughout 20202. Amazon advertising opportunities include search, digital display, video and over-the-top television (OTT) tactics, which all utilize Amazon’s proprietary first-party data to accurately target key consumer groups. Below is a list of expanded advertising tactics currently offered through Amazon and how each benefits advertisers:
As you consider tactics for your next campaign, evaluate all of the advertising options across the media landscape, including Amazon. However, while Amazon can provide your campaign with a variety of placements and depth, it should not stand alone. Every campaign should include more than one media tactic that can reach the target audience effectively, convey important messaging and essentially achieve the overall campaign goals.
Let us know how we can help integrate Amazon into your next media buy!
Sources:
[1] Digital Commerce 360, 82% of US households have an Amazon Prime membership, July 2019, available at: https://www.digitalcommerce360.com/2019/07/11/82-of-us-households-have-a-amazon-prime-membership/
2 eMarketer, U.S. Digital Ad Spending Will Surpass Traditional in 2019, February 2019, available at: https://www.emarketer.com/content/us-digital-ad-spending-will-surpass-traditional-in-2019