Brands: wake up to Amazon!

Should Google and Facebook be worried?

In my role at RealEdge, I’ve started to work quite closely with Amazon. So what? Well, in all my years working with brands, not one of them had previously marketed themselves using Amazon. This could partly be the fault of whoever their agency was at the time. If you were to put Amazon in the mix, the client might have thought you were mad! However, I would say that if you were now to put Amazon on a plan, they might not think you’re so silly.

Amazon wants everything

Amazon has quietly, but surely, been investing in and bolstering its advertising operations to manage an uptake in said advertising. The sheer volume of products that are available on the website is astounding and continues to grow every day. Amazon doesn’t just want a retailer to list one or two SKUs – they want everything (why bother going anywhere else when you can get it all in one place?) What does this mean for brands that are operating in e-commerce environment? It leads to a lot more opportunities to advertise to consumers who are ready to buy.

It’s no secret that Google and Facebook currently have the lion’s share of digital advertising (the last count being 57%, according to Visual Capitalist). But, this leaves room for another major player who doesn’t just have an interest in websites, but also video, tech, innovative delivery, and the ability to change and adapt at a moment’s notice. With the volume of product that Amazon maintains comes many pages for advertising – e.g. traditional cost per click to full brand stores.

So, what does this all mean? If you’re a hard-pressed marketing director with a squeezed budget, do you spend everything on prospecting/brand building to then bring customers back to buy? Or, do you influence them when they’re already on a platform ready to buy?

There’s no simple answer. With the increasing amount of branding options that Amazon is introducing, it’s an additional avenue to test and learn. It may actually work out to be much more effective than other, traditional methods.

There’s one aspect that needs to change, but I can’t see this happening in the near future. This is the lack of data available to the advertiser, as right now there is no third party tracking. You have to trust the data you’re presented. Will there be another Facebook video issue on the horizon?

If I were a digital agency, I would, as RealEdge has done, be putting in time and resources into understanding how the Amazon behemoth operates, and how I can incorporate Amazon into my strategy.

Written by Paul Roper, digital manager at RealEdge