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Amazon Sponsored Product ads will now appear on third-party premium apps and websites.
Pinterest, BuzzFeed, Hearst Newspapers, Raptive and Ziff Davis brands like Lifehacker and Mashable are among the brands that are partnering up with the retail giant to increase reach for its Sponsored Product ad product.
The news comes after Amazon announced a multi-year collaboration with Pinterest to become its first ever third-party advertising partner back in April.
Why we care. Expanding the reach of Amazon Sponsored Product ads means marketers can potentially achieve higher conversion rates and increased return on ad spend, positioning their brands for success in a dynamic digital landscape. The new feature could also help address the attribution issue on Pinterest, which has proved to be a budget-limiting factor for advertisers, as huge discrepancies have previously been reported between the Pinterest dashboard and Google Analytics.
How it works. Amazon will identify users on the third-party platforms that are likely to be interested in your product by analyzing relevant page context, the campaign and cost-per-click parameters that you have already established. It will then display your campaign to this audience.
All ads on the third-party platforms will link back to your Amazon product page, enabling potential customers to easily make a purchase in just a couple of clicks.
Eligibility. Sponsored Products will only appear on third party premium apps and websites if they meet the following criteria:
Next steps. You don’t need to take any action for your Sponsored Products to appear on third-party premium apps or websites – Amazon will enable this feature automatically for you.
Campaign reporting will be available n the Sponsored Products placement report, which can be downloaded in the report centre.
What has Amazon said? Colleen Aubrey, senior vice president, Amazon Ads Products and Technology, said:
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What has Pintrest said? Martha Welsh, Chief Strategy Officer at Pinterest, told Search Engine Land:
Deep dive. Read Amazon’s Sponsored Products announcement in full for more information.