Amazon, the retail giant, has long been a go-to e-commerce platform for brands selling their products directly to consumers. But what if you’re a brand that doesn’t sell on Amazon?
Until recently, your advertising options were limited. This blog post dives into the world of endemic vs. non-endemic brands on Amazon advertising, exploring how this new approach opens doors for a wider range of businesses to reach Amazon’s massive audience.
We’ll break down the key differences between these brand types and unveil the exciting opportunities for non-endemic advertisers. So, whether you’re a car insurance company, a concert ticket seller, an off-Amazon gaming company, or anything in between, keep reading to see how Amazon advertising can become a powerful tool in your marketing arsenal.
What is the difference between endemic and non-endemic brands?
It all comes down to where their products or services are sold in relation to Amazon.
Endemic brands are those that are native to the Amazon platform, meaning they sell their products directly on the site. So, if you’re searching for home products on Amazon and see sponsored listings for laundry baskets, those laundry baskets are likely from a seller or vendor on Amazon – an endemic brand.
Non-endemic brands are those that exist “outside” of Amazon’s marketplace. They might have their own website, sell through other retailers, or offer services instead of products. Examples of non-endemic brands could be car insurance companies, concert ticket sellers, or indy agencies promoting a new gaming product.
How can non-endemic brands utilise Amazon Ads?
One of the key advantages of Amazon DSP is the access it offers to Amazon’s massive amount of first-party data. This includes information about what people buy on Amazon, their browsing history, and even what products they’ve viewed but not purchased. Advertisers can leverage this data to target their campaigns with incredible precision, reaching people who are already interested in similar products or brands.
With an estimated 300 million active customer accounts worldwide, Amazon has a huge user base. This, combined with the rich data Amazon collects on these users’ shopping habits, makes Amazon DSP a powerful tool for businesses looking to reach a highly targeted audience.
Therefore, non-endemic brands can use Amazon’s DSP to target specific audiences with their ads. The ads won’t necessarily lead to direct sales on Amazon, but could drive traffic to the brand’s own website or generate leads and conversions for their services off of Amazon.
How can you measure the performance of these ads?
The performance of these ads would be tracked via an Amazon ad tag which would be implemented on the external website for tracking of events off-site. This will allow us to optimize campaigns based on off-Amazon conversion goals and see the path to conversion from the moment the consumer sees the ad, right the way through to the thank you page.
What are the main benefits?
🚀Precise Audience Targeting: DSP allows you to target users based on demographics, purchase history, location, browsing behaviour, and even interests. Imagine a company selling tickets to a golfing event In London, you are able to reach customers who are based within 60km of London who have recently browsed and purchased golf balls and bags in the last 30 days – extremely targeted to your ideal audience!
🚀Drive Traffic Where it Matters: While some endemic brands might aim for direct sales on Amazon, your goals as a non-endemic brand might be different. DSP allows you to direct users to your website for further exploration or lead generation. This is powerful for capturing leads and nurturing them through your sales funnel.
🚀Boost Brand Awareness: Even if you’re not selling directly on Amazon, you can still leverage the platform’s massive user base to build brand awareness. By strategically placing display ads across Amazon properties, you can introduce your brand to a new audience and establish brand recognition.
🚀Flexibility and Control: Unlike traditional advertising, Amazon DSP offers control. Set budgets, define targeting parameters, and track campaign performance in real-time. This data allows you to constantly optimise your campaigns for maximum impact and return on investment.
🚀Incremental Reach: Amazon DSP allows you to reach new audiences who haven’t already been exposed to your brand through other channels you might be running, like linear TV. In recent stats shared there is less than 1% overlap between consumers who watch linear TV and those who stream content on Prime Video or Freevee. This means you’re reaching a largely new audience compared to traditional TV advertising.
What ad options are available?
Amazon DSP: Display and Video Ads: Reach a massive audience across Amazon’s properties (including websites and apps) and high-quality publisher websites beyond the Amazon ecosystem.
Prime Video Ads: Pre-Roll, Mid-Roll, and Post-Roll Video Ads: Reach viewers before, during, or after their chosen Prime Video content. Read more about Prime Video here.
Twitch Ads: Pre-Roll, Mid-Roll, and Post-Roll Video Ads: Capture the attention of the engaged Twitch community with video ads during live stream content.
Freevee Ads: Pre-Roll and Mid-Roll Video Ads: Reach viewers of free, ad-supported streaming content on Freevee.
Why run through Amerge?
✅Ex- Amazon Experience:
We are a global, full-service Amazon agency with over 150 years of collective ex-Amazon expertise. Originating from Non-Endemic backgrounds, both our CEO and COO served as ex-Amazon Non-Vendor Account Executives. They led the UK Non-Vendor independent agencies at Amazon for over 4 years, managing 500+ Non-Endemic accounts. Our core mission is to help customers get the most out of Amazon Advertising, achieving sustainable growth and awareness by boosting off-Amazon click-throughs and conversions.
“In 2023, we rapidly expanded our non-endemic portfolio, with it now constituting 20% of our Global Business. Remarkably, our performance speaks volumes; in a recent partnership, we achieved a 85% reduction in CPA and a staggering 470% surge in conversion volume, “added Chloe Enever, Global Category Lead for Non-Endemic.
✅All-in-one reporting dashboard: Amerge View Proprietary advertising dashboard that integrates DSP data that is refreshed daily and can outline all possible metrics, including impressions, off-Amazon click-throughs, conversions, and CPA aligned to each line item. This can be broken down per day, weekly or monthly, allowing a real-time view of your link-out DSP campaigns.
✅Full utilisation and tracking of Amazon Ad tag (previously pixel): This enables us to track conversions from ads that link out to external websites, with visibility of performance via Amerge View. This offers insights into user interactions and purchase activities beyond Amazon, without the use of cookies. The benefit of this from the previously known pixel is that there is now no need to create individual pixels per event and trigger which improves conversion measurement and optimization.
✅Ability to integrate with your 3rd party attribution technology: this allows us to combine Amazon delivery and consideration metrics with your 3p attribution conversion metrics in Amerge View. This allows us to track the success of our DSP campaign conversions accurately when you are running other advertising outside of Amazon.
✉️Contact Chloe Enever to understand more about how we can help your brand.
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