Amazon vendor sellers have a more competitive advantage in Sponsored Product advertising?
Amazon's "Buy Box" is located at the top right of a single product page and is the most convenient place for buyers to see when they shop. Buyers click "Add to Cart" button and the page automatically jumps to the seller's store that owns the " Buy Box".
With regard to " Buy Box", Amazon's help page reads: " Sellers must meet performance-based requirements to be eligible to compete for Buy Box placement. For many sellers, Buy Box placement can lead to increased sales( sellers must meet
certain performance requirements to qualify for" Buy Box " competition ).
For sellers, winning " Buy Box" is the same as gaining a sales advantage, which makes many sellers " eyeing" them.
Mark Ballard, vice president of Merkle that is a performance marketing consultancy company, said recently: " although Amazon's supplier sellers and third-party sellers have similar strategies for managing Sponsored Products. But Amazon's supplier sellers are usually better at winning Buy Box. Winning the Buy Box is one of the requirements for Amazon Sponsored Products. "
Note: supplier sellers refer to sellers selling products to Amazon through vendor platforms such as vendor central, which is solely responsible for shipping, sales, customer service and after sales.
Supplier sellers have the advantage, mainly because their products are sold by Amazon, and Amazon as a seller, is more likely to be in the product price, transportation time, transportation and other indicators to determine Buy Box
winners get higher scores, so as to get a higher ranking.
But Ballard points out that Amazon has all the relevant data for each transaction of a supplier seller, but that is not the case for third-party sellers. And third-party sellers still have many opportunities to win the Buy Box.
Some hot advertising trends that sellers need to focus on
On other ad hot topics, Ballard points to current trends, where search ad clicks have increased in value and advertisers are willing to pay higher single click costs ( CPC ).
In order to get the best advertising performance, advertisers are increasingly using ways to target audiences," Ballard said. In addition, Google's search partner's share of traffic has declined as advertisers display poor advertising performance in their partners compared to Google itself. "
Google regularly adjusts its advertising algorithms, and in recent months, Google's top ads have received high clicks. These ads appear at the top of the page, on the one hand, because they perform well, on the other hand, advertisers also give them the corresponding bid. "