Amazon Will Expand Seller Ads Off-Amazon

Sellers who pay extra for visibility through Sponsored Products ads on Amazon may now have their ads appear off-Amazon as well. Amazon announced Wednesday it was expanding Sponsored Products ads to other apps and websites. All such ads will link back to the Amazon product page.

“We will start small, learn, and expand as we see meaningful opportunities to enable delightful discovery and shopping experiences,” Amazon said. Early partners include “premium apps and websites” that include Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis brands like Lifehacker and Mashable.

Amazon Sponsored Products are cost-per-click ads, which Amazon explains on this page of its website.

Amazon said sellers don’t need to take any action – “Your Sponsored Products ads will automatically show up when we think a customer is likely to be interested in your product, based on relevant page context, the campaign, and cost-per-click parameters that you have already established.”

But what about sellers who already run ads on other sites and may fear they’ll be competing with themselves? For example, a seller who advertises on Pinterest to drive traffic to a product listing on their own website could conceivably end up paying for an Amazon Sponsored Product ad that also runs on Pinterest and drives traffic to their listing on Amazon. Even if a shopper only clicks on one ad, it’s conceivable that the cost of that click could be higher due to the greater competition for ad space on the page.

Amazon told us that advertisers can choose to not have their ads served on specific apps and websites – but merchants may prefer to be able to simply turn off the feature altogether, particularly those who advertise using a network where they don’t get to specify where their ads appear.

Amazon also said that a business may choose to advertise on a third-party app or site to drive traffic to their products or website and use Sponsored Products…

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