- Caroline Powell
- On January 23, 2020
2018 was the year of Amazon Advertising. 2019 was the year of the brand. We predict that 2020 will be the year of Amazon growth through expansion and new reach — on and off Amazon, not to mention for the platform itself.
No one holds a crystal ball for what Amazon has in store for the future, but we’ve seen some commonalities and trends with the growth in these five key areas. Using them to help grow your brand can make all the difference.
For as long as most of us can remember, Facebook and Google have dominated the advertising space. In 2018, Amazon had something to say about that by declaring its intentions on the PPC front. Given the astonishing growth of ads on Amazon since then, it’s difficult to remember the days before paid placement covered the marketplace and impossible (without an ad blocker) to find a page without them today
In 2020, we’re anticipating these opportunities to grow and become even more robust. We expect Amazon to advertise off of its own site, to add ads to its streaming video lineup and devices, and to go heavy into voice search (and commerce) with Alexa.
Given the importance of Amazon Advertising, you can’t afford to run basic campaigns. Get your free 30-day trial of Ignite. It’s software that will elevate your Amazon Advertising far beyond Seller Central.
Video & Multimedia
Amazon has released multimedia features with the goal of making product listings and Stores even more attractive to shoppers. Humans are able to process images 60,000 times faster than we can process text. With this statistic alone, Amazon would be remiss to not put more efforts into video and multimedia for shoppers.
As of now, the different multimedia options available to sellers and shoppers include:
- “View in Your Home” (mobile only) — This gives shoppers the ability to see certain products as those products would appear in buyers’ homes.
- 360-Degree Images — The big advantage of brick-and-mortar stores is that shoppers can often hold a product and inspect it from all angles. This feature brings the latter part to Amazon.
- Amazon Livestreams — Demo, take questions, and get lively here.
- Amazon Posts — This is Amazon’s take on social media in an effort to connect brands with shoppers. You can essentially get a “grid” (a la Instagram) where clickthroughs of lifestyle images take customers directly to purchase the product.
Did you know that our Managed Services team can help optimize your listings, including images? Contact the team to learn more.
The Amazon Influencer Program
Influencers have been on the rise, so much so that it’s gotten to the point where becoming a big-name influencer means achieving near-celebrity status. With that lane so crowded, the world of micro influencers has evolved. Not exactly an affiliate program, the Amazon Influencer Program is worth a peek. It’s essentially a storefront where influencers can share their favorite products. Instead of having them promote product-by-product on their blog (off of Amazon), they can include this link in emails, social media profiles, and more. Why wouldn’t Amazon put more effort into a very inexpensive method of word-of-mouth advertising?
In 2020, traffic within the Amazon ecosystem will no longer be enough. Amazon sellers will absolutely have to drive traffic to their listings (and to their websites and social profiles) from beyond Amazon’s search bar. This could be Google Ads, social media advertising, or even working with influencers.
The goal of off-Amazon advertising is to capture traffic that doesn’t begin on Amazon and sending that to Amazon (to boost ranking) and perhaps other sales venues where the margins are a bit more generous. When you think of digital advertising outside of Amazon (Is there such a thing?), it can be intimidating. However, knowing your audience and where they congregate will make all the difference in spend and success.
Expansion Beyond Amazon
Just like needing to expand advertising off of Amazon, successful brands will need presence beyond Amazon. Depending on your brand, you could maintain your own website or develop relationships to showcase your product brick-and-mortar stores.
Keep in mind that a store presence doesn’t need to be Walmart or Target. Some of the biggest brand advocates are born out of smaller boutique-style stores.
At the end of the day, you know your brand best. The future may be murky in some areas but you can feel certain that it’s time to think bigger and reach further.