Amazon dévoile sa grande nouvelle fonctionnalité publicitaire : Amazon Retail Ad Service

Amazon is currently the third largest publicité revenue generator in the world behind Google and Meta. With more than £10 billion generated in the last quarter, the American company has established itself as one of the pillars of the online publicité market. But Amazon does not intend to stop there. At the start of this year, the Seattle-based giant took un nouveau turn with the launch of Amazon Retail Ad Service.

Amazon Retail Ad Service arrives in the United States

Amazon Ads recently made a surprising announcement. On 9 January, the American company posted a blog announcing the arrival of un nouveau solution permettant e-retailers to intégrer contextual publicité on their own sites web, using the same system as Amazon. « Retailers can use this service to quickly, easily and cost-effectively deliver contextually relevant publicité to the right place at the right time in their online shops, » Amazon explains.

a lancé in the United States as a beta version, this new product looks quite promising. Using Amazon Retail Ad Service, e-merchants will be able to display product publicité in various strategic locations on their sites web, such as search pages, navigation pages, and product pages, afin de generate more revenue. These publicité incorporate certain features specific to the products being promoted, such as their price or availability, as well as contextual elements such as customer queries or product categories viewed, afin de offer internet users publicité that are most likely to reach their audience cible.

en plus, e-merchants using the Amazon Retail Ad Service tool will also benefit from high-quality tracking and performance measurement. They will be able to determine its effectiveness through indicators such as click-through rates and ad conversion rates, revenue generated by each campagne, and the overall impact of ads on their sales.

A service that has already won over some e-retailers

Several North American companies have already had the opportunity to test the potential of Amazon Retail Ad Service. Il s'agit particularly true for iHerb, a brand of vitamins and natural health products. « This innovative solution allows us to offer more relevant and personalised publicité to our buyers, thereby improving their experience while generating greater engagement and conversions,«  says Neil Forgate, Head of Marketing at iHerb. « en tirant parti de Amazon’s expertise in delivering relevant, contextual publicité at every stage of the consumer journey is invaluable,«  adds Drew Habeck of Flywheel, which has also had the opportunity to test this nouveaux outils.

A win-win stratégie?

With Amazon Retail Ad Service, the American company aims to open new doors for online publicité, permettant e-retailers to offer an innovative contextual publicité experience.

For its part, Amazon is using this new solution to extend its publicité methods beyond its own platform. This stratégie will inevitably enable it to collect additional data with the aim of improving the effectiveness of its existing technologies. Bien que only certain companies in the United States have been able to benefit de this so far, it would not be surprising à see Amazon extend the use of its nouvelle publicité tool to the European market in the coming months.

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