零售媒体
Amazon Ads
亚马逊广告平台，包含 Sponsored Products、Sponsored Brands 和 Sponsored Display，覆盖购物漏斗全链路
主要用途
Amazon Ads monetizes the highest-intent audience in commerce: people actively shopping. Self-service sponsored formats are the core, with Sponsored Products placing individual listings in search results and product pages, Sponsored Brands showcasing brand and product collections, and Sponsored Display extending to audiences on and off Amazon. Brand Stores provide free branded storefronts. Amazon DSP opens programmatic buying across Amazon properties, Prime Video inventory, and the open web using Amazon's shopping signals. Measurement spans retail-aware metrics from ROAS to new-to-brand, with Amazon Marketing Cloud offering clean-room analysis for sophisticated advertisers. Sponsored Products auctions are keyword and product-targeted cost-per-click, making the entry mechanics familiar to search marketers.
所在链路
Amazon Ads is the launch-stage core of retail media, where product content and reviews set the conversion rate that advertising spend then multiplies.
核心功能
- Sponsored Products, Brands, and Display self-service formats
- Amazon DSP for programmatic and Prime Video reach
- Brand Stores and creative shopping experiences
- Retail metrics including new-to-brand reporting
- Amazon Marketing Cloud clean-room analytics
适合谁用
- Marketplace sellers defending and growing listing visibility
- Brands selling through Amazon in any first or third party model
- Agencies managing retail media as a performance channel
新手提示
- Fix the retail fundamentals first, because ads pointed at listings with weak images, content, or reviews pay for traffic that does not convert.
- Start with Sponsored Products on exact keywords and your own brand terms, then expand to discovery targeting as data accumulates.
- Watch total advertising cost of sales against organic rank movement, since well-run campaigns lift organic sales in ways per-campaign ROAS understates.