What is AMG (Amazon Marketing Group)?

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Liz Adamson is with us talking through the Amazon Marketing Group, jargon busting on AAP, DSP, AMG and CPM.

Branded by Amazon

AMG – Amazon Media Group ran programmatic display advertising ads you see when visiting other websites and an Amazon ad pops up
AAP – the platform that AMG used
Everything now under the umbrella “Amazon Advertising” – sponsored product ads, headline search, AMS and AMG
AAP is now DSP – Demand Side Platform

Historically it was someone at AMG Amazon Marketing Group
They still offer this and they will manage ads for you
A 3rd Party agency with access to the DSP platform who can run these for you in place of the Amazon Marketing Group
Price Tier on minimum spend before you can get in
It can be very expensive and a waste of money in some people’s eyes
Some big brands are in for saturation
More expensive as in total dollars spent
Intent is very different through
Display advertising is more about brand awareness
Longer purchase cycle – not buying now but maybe next week or month as they recall your brand and are ready to purchase

Try different options and refine until you optimise and get the return you’re after
Simple re-targeting ads – like the beta on Seller Central
Re-target any customer that has visited yours or a competitor product and serve the ad as they leave the Amazon site
Highest returns as they are ready to buy at this stage
In-market and Lifestyle marketing
In-Market ads
- Interested customers that are looking for mattresses say or bed-sheets, etc
- They have a history of browsing for this product or category
- Amazon sees the pattern and lumps them into an In-Market and serves your ads to them
Lifestyle ads
- Targeting people with an “active lifestyle”
- Then you can target those too
Look-alike audience is there too
Warning bells in this
Similar to Facebook audiences too
It does perform in our testing but not extensively tested
Also options for website pixel options – you can negatively target this as well

DSP dashboard has 130 different metrics bit more than Seller Central campaign manager
Decide on your goals
Track impressions to confirm
Click Through Rate is about 0.4% which is great and correlate with Sales
Total Product Sales versus total Amazon sales
What % of AMG sales are of Total Sales growth

Impact of on-platform from external traffic
A shift in April this year
If someone clicked on a display ad and came into Amazon it was duplicating sales across product display ad and sponsored product ad showing the sale
Now that is de-deduplicated you can see that display ads pull them in and they may not buy that week but they do later and it shows them
Display ads are top of funnel and pulling them in
Ezra Firestone says there are 7-8 touch-points before you get that sale sometimes
Sounds like a good dashboard to let you dial-in your campaigns
A big commitment to get through this large monthly spend to tune-in your campaigns – client must be looking strategically at this investment

Run all these together to move customers down the sales funnel
Constant visibility on sponsored, search pages, headline search, click through to product page, AMS ad with product page ad and appear in sponsored ads as you scroll down the product page
Like a saturation approach but could be quite expensive – need cost per click right
Balance between product visibility and refinement of targeting the right audience with the right keywords to bring in real customers and not window shoppers for conversion
Not bidding more than you can spend and targeting the right keywords
Some brands can take 7 impressions across multiple platforms in todays info overload age
Also possible to run dynamic ads with dynamic content
Got to have campaign goals in mind when you launch these things