Amazon is expanding its advertising business and technology to other retailers, allowing them to improve their shopping experience and scale their advertising efforts.
This new service, called Amazon Retail Ad Service, is built on Amazon Web Services (AWS) and will enable retailers to connect with existing advertising clients on Amazon Ads. Brands already using Amazon’s advertising system can choose to place their ads on third-party websites, providing Amazon with income even when purchases are not made on its website.
Amazon Retail Ad Service is currently in beta with several retailers, including iHerb, Oriental Trading Company, and Weee!, and will soon be released with Tilly’s, among others.
Key Features
Amazon Retail Ad Service allows online retailers to display product ads on their search, navigation, and product pages, helping customers discover new products and make informed purchasing decisions. The ads incorporate availability and price information, as well as contextual information such as the shopper’s search query, category, or product being viewed.
Retailers will have control over ad creative formats, ad placement, and the number of ads shown. They will also be able to determine what customers see after clicking on an ad, such as driving traffic to the product page or allowing customers to add the product directly to their cart.