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Sponsored Display Now Available for Non-Amazon Sellers

Attention all advertisers! Amazon is now opening up the opportunity for you to promote your products or services using Sponsored Display, even if you’re not an Amazon seller. Check out Amazon’s announcement here. Getting Started with Sponsored Display for Non-Amazon Sellers Complete the Amazon Ads API onboarding process, including granting access to an advertising account […]
Written By Tristan Williams
Published on August 1, 2023   |5 minute read

Attention all advertisers! Amazon is now opening up the opportunity for you to promote your products or services using Sponsored Display, even if you’re not an Amazon seller. Check out Amazon’s announcement here.

Getting Started with Sponsored Display for Non-Amazon Sellers

Complete the Amazon Ads API onboarding process, including granting access to an advertising account associated with a non-Amazon seller.

  • Note: At Envision Horizons, our understanding is that this is a development for those that have access to the API, and not a self-service option for brands not selling on Amazon. This means brands not on Amazon will have to go through a third party tool to test this out. 

Create a non-Amazon seller advertising account by following the sign-up process.

Ensure you have a valid client ID, auth token, and profile ID for a seamless experience.

  • Step 1: Create a Campaign
    • Use the POST /sd/campaigns endpoint to create a campaign. Advertisers who don’t sell on Amazon must use tactic T00030 for audience targeting campaigns. Choose between cost per click (cpc) or cost per thousand views (vcpm) as your cost type.
  • Step 2: Create Ad Groups
    • Once you’ve created a campaign, create at least one ad group. The bid optimization in the ad group should correspond to the cost type chosen for the campaign (clicks for cpc, reach for vcpm). Ad groups can contain multiple product ads, but only one type of creative (e.g., image or video).
  • Step 3: Create Product Ads
    • Use the POST /sd/productAds endpoint to create a product ad for an individual product or service you wish to advertise. Include parameters like adGroupId, campaignId, landingPageURL, landingPageType, adName, and state.
  • Step 4: Add Locations (Optional)
    • Non-Amazon sellers can use location-based targeting as part of their Sponsored Display campaigns. If desired, add locations after creating product ads and before creating targeting clauses.
  • Step 5: Create Targeting Clauses
    • Use POST /sd/targets to add audience targeting at the ad group level. Identify the audience you want to target and set up the targeting clause accordingly.
  • Step 6: Add Creative Assets to an Ad
    • Build a creative using the POST /sd/creatives endpoint. For non-Amazon sellers, image assets are currently supported in campaign creatives (video assets not yet supported).

Why This Update Will Be Beneficial:

With the ability to use Sponsored Display for non-Amazon sellers, advertisers can now tap into Amazon’s vast audience and reach millions of potential customers. This update opens the door to a broader market, allowing businesses to gain exposure beyond their usual customer base.

For advertisers who primarily operate outside of Amazon’s platform, Sponsored Display offers a unique opportunity to diversify their marketing channels. By running campaigns on Amazon, businesses can complement their existing marketing efforts and increase brand visibility on a global scale.

Amazon’s advertising platform is known for its advanced targeting capabilities and data-driven insights. Non-Amazon sellers can now leverage these advertising expertise and tap into Amazon’s vast pool of consumer data to create highly targeted and effective campaigns.

Who Will Benefit Most:

Small and medium-sized e-commerce businesses that operate primarily through their own websites or other platforms can benefit significantly from Sponsored Display. It offers them a chance to access Amazon’s massive customer base without the need to establish a full-fledged Amazon presence.

Brands looking to expand their market reach beyond their traditional customer base can leverage Sponsored Display to introduce their products or services to new audiences. This update provides an excellent opportunity for brand exposure and customer acquisition.

Additionally, startups and niche businesses that may not have the resources to manage a full Amazon storefront can still leverage Sponsored Display to gain traction and generate sales. It allows them to compete on a level playing field and showcase their products to a global audience.

How This Will Affect Amazon:

By opening up Sponsored Display to non-Amazon sellers, Amazon is likely to see a surge in ad revenue. More advertisers means more competition for ad placements, which could lead to higher bid prices and increased revenue for Amazon’s advertising platform.

This update will attract a wider range of advertisers to Amazon’s platform, diversifying the types of products and services being promoted. As a result, Amazon can strengthen its position as a go-to advertising platform for businesses of all sizes and industries.

With more non-Amazon sellers participating in Sponsored Display campaigns, Amazon will gain access to valuable data from various markets and consumer segments. These insights can further refine Amazon’s targeting capabilities and improve the overall effectiveness of its advertising solutions.

This development could also raise the cost for sponsored display ads. Given this opens up the doors for more advertisers, it’s likely the competition will drive costs upward.

In conclusion, the expansion of Sponsored Display to non-Amazon sellers brings a plethora of benefits for advertisers, Amazon, and its customers. This update marks a pivotal moment in the advertising landscape, bridging the gap between non-Amazon sellers and Amazon’s vast customer base.

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