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Category : Amazon


BrightonSEO: How to launch a NEW product successfully on Amazon.

BrightonSEO is a fantastic conference for search marketers. We have been attending the conference as an attendee and speakers for the last few years, and it has been a great learning experience. If you have never participated, we strongly recommend attending the one in April.

This time, we will be talking about “How to launch a NEW product successfully on Amazon.” In this talk, we will be sharing our experience of launching products on Amazon seller central and central vendor accounts. We will also talk about Amazon’s hybrid strategies.

Some of the areas included in this talk are:

  1. Finding the right keywords for your content 
  2. Building product reviews for a new product
  3. Top tips for Amazon Advertising
  4. Using product promotions to encourage sales
  5. Tracking external traffic to your Amazon listings

See you soon!

Register your ticket >> 

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Amazon Amazon Strategies

Amazon Product Launch Process: Getting Started Selling Your Products on Amazon

Amazon product launch is an essential step for both seller central users and vendor central users. The process creates fantastic product awareness and generates new sales in just 4-6 weeks!  

We’ve been successfully using our formula to improve our rankings for years – take a look at just one of our successful products here –

In this post, we’re going to share with you our secrets to success. We’re going to explain exactly the steps we take to successfully launch products on Amazon – so that you can too!  

Step 1. Content

It’s no secret that good content increases product visibility, so it should come as no surprise that you need to invest time to get this right. The best part though is that you don’t have to be an expert content writer to achieve excellent content. 

Product title

The first thing your customer will see is the product title in their search results, along with your image and the product price. If the product title is relevant to what the customer was searching for, the customer clicks through, and the buying process begins. 

Keep the title relevant, and include the relevant keywords that will help your listing be found – but we don’t mean stuff the title with keywords! The trick is finding what is relevant which may sound complicated but can be really simple. 

So, how to find keywords that are relevant to your product.

1 //Use keywords tools like ‘Helium 10’ to find relevant search queries, as demonstrated in the image below. 

2// Using the reverse ASIN (Amazon Standard Identification Number) search in Helium 10, search for the relevant ASIN on Helium 10, and you will get the correct keyword results, as shown in the screenshot below. 

With these simple steps, you will have a list of highly targeted and relevant search queries, along with each keyword’s monthly traffic. This will help you to prioritise the keywords that are most often searched for. 

If you have lots of relevant keywords and don’t want to use them all in your title, you can use others on your content page. Use them in subtitles, bullet points, descriptions, and back-end search terms. 

Product images

Good product images highly improve your chances of getting clicks through to your content pages. Invest in professional photography to get the best images of your products. We recommend FreelancerClub as an excellent resource for finding highly skilled photographers.

Amazon product photos should include images that display the product at different angles, lifestyle images (images that show the product in use) and infographics that give key information about the product. Take a look at this example product. All of the photos need to be good quality, and high resolution; at least 1000 x 1000 pixels. 

Key features

The key features of your product are the best way to give your customers an immediate idea of whether your product is the one they’re looking for, and also highlight all the benefits of purchasing your product over competitors. Most of the time, your customers will know what they are looking for, so having the relevant information in your key features section will help them to make that decision faster. 

Your key features sit in the upper fold of the Amazon page and should include everything necessary to inform your buyer of what they’re purchasing. In key features, you want to keep the information you provide clear, concise and to the point. Consider things like product USPs, best use cases of the products, product size and other statistics, as demonstrated on the screenshot below. Additionally, include the keywords from your research list as your key features get indexed too. 


If you really want to give your product a competitive edge, including a short video demonstrating how your product looks, works or can be used is a brilliant way to make your brand stand out. 

Videos are limited to brand registered accounts, so get your trademark registered if you haven’t done so already. 

You can show products in 360 degrees, demonstrate the different uses for your product, explain features and benefits and much more. The only limit is your imagination.

A+ content

When you’ve got your brand registered, you then become eligible to use Amazon A+ Pages. A+ content is available to all brand registered accounts, so it’s definitely worth getting your trademark registered. 

A+ content appears at the second fold of the Amazon page and is really useful for helping to bring your product to life and provide a bit more of a story for your brand. 

The design of an A+ page is based on 15 set modules which provide a mixture of additional images and information. An essential module to include is a comparison chart which gives you the opportunity to demonstrate the features of your product as well as upsell and cross-sell your other products. 

Check out some examples here.

Backend keywords

Your backend keywords aren’t displayed to your customers but they are indexed by Amazon. They give an additional opportunity to ensure your customers can find your products in their search results. 

Amazon states that you don’t need to repeat your keywords so try your best to include unique ones here, you can also include seed keywords if you have enough space available. 

Some top tips:

  • Don’t use commas
  • Don’t repeat keywords within the space, even if they make less sense when they are on their own (e.g. black keyboard grey white, as opposed to the black keyboard, grey keyboard, white keyboard)
  • Use relevant keywords that you found for your product earlier (see content)

Step 2. FBA 

The Fulfillment By Amazon (FBA) option allows sellers to store products in Amazon warehouses and use their facilities to pick and pack orders. FBA has proven to increase conversion rate with its free next-day delivery service for most sellers and it will help you too, especially if you don’t have a huge amount of space or time.

To use FBA, send a limited amount of your stock to FBA to test your sales velocity. The cost of FBA is very competitive, and the rates are available here. One of the requirements of FBA is FBA labels. Some sellers get these printed as part of product packaging, and others apply for the manufacture label option, which avoids FBA labelling altogether, and only a product barcode is required. 

Step 3. Advertising 

Advertising your products on Amazon will help you to reach more customers, quicker. The chance of increasing your initial sales is very high, as shown in this screenshot.

Amazon PPC ads

When done correctly, Amazon advertising is very effective. It’s best used by starting auto campaigns. These target relevant keywords and products automatically, and generate campaign reports that show user keywords, conversion rates, and the cost of sales (ACos). 

Our top tips for Amazon PPC ads:

  • Allow 3-4 weeks for Auto campaigns to generate you a good list of  relevant keywords
  • Create manual campaigns by converting user keywords in all match types 
  • Review your campaigns periodically to ensure they are still performing as you would expect

Discover the full process in this excellent guide: ‘A-Z GUIDE TO AMAZON ADVERTISING’.

Product  Coupons

Coupons are an excellent way to make your product more attractive to your customers in search results. It also increases the chances of generating initial sales during product launches. 

Coupons cost £0.45 per usage so, if 10 customers use the voucher, the cost will be 

0.45 x 10 = £4.50.

Some of the key points to note are:

  • The budget you set for coupons is not what you pay, but it is used to control the usage
  • Amazon charges commission on the product price – coupon discount % as shown on the screenshot below

Coupons cost £0.45 + the discounted value, so that’s the amount you will lose on your sale. However it is a very effective way of generating sales, so just ensure you price your product accordingly.

Facebook/Instgram Advertising 

Facebook and Instagram ads are another way to reach out to different audiences away from Amazon. You can use them to promote your products and to launch new products when the time comes.

You can also use them to share your coupons. Once your coupons have been created on Amazon, set up a free landing page via Mailchimp and include all the details e.g. next day prime delivery, discount/coupon codes and product information. 

Once you start advertising in this way, you can get campaign reports directly from Mailchimp analytics or Google Analytics which will help you to see which of your ads are working best and how they can be improved to drive even more sales. 

Step 4. Product reviews

Product reviews help in both conversion and ranking. They will also help to increase your trust perception with your customers, making them believe you are providing a worthwhile product. 

Here are some of the ways to speed up the product review process:

  • Include leaflets/inserts requesting your customers leave you a review
  • Avoid asking for positive reviews as this is against Amazon’s Terms
  • Send follow up emails either manually or automatically via 3rd party tools

Getting your first few reviews can be challenging, but once you start selling the reviews will follow quickly and if you’re keeping to your brand promises and your products are delivering what you say they will, your reviews will all be 5*.

If you have a brand registered account, you can take advantage of the vine program (description below), which is currently free! Once your products are stocked with Amazon FBA, send a limited quantity of stock to the vine program and wait for the reviews to start flowing. It’s always best to test with limited stock so that you can see the quality of your reviews before sending more. 

Step 5. External traffic: Pinterest / YouTube

External traffic sources like Pinterest and YouTube are great ways to generate organic traffic. Although this may take some of your time, the traffic they generate is regular and lasts for a long time.


Pinterest is the social media platform with the longest lifespan of posts, meaning that content you share here will still be getting views and clicks potentially months or years after you’ve posted it. 

In this Pinterest search result, you can see some posts highlighting product features, giving hacks, providing a demo and some advertisements. This shows the depth and breadth of information that is available on interest

When using Pinterest, try to catch your audience’s attention with creative pins, relevant keywords and interesting content/information. That way, your traffic will increase quickly and you’ll soon have products flying off the shelves.

If you are brand registered, you can generate a tracking link from your Amazon advertising console. This tracking link lets you track your products and gives you statistics on your conversion rates from different websites, right into your advertising console.  


Did you know that YouTube is the second biggest search engine behind Google? We all use YouTube as a place to search for new ideas, how-tos and entertainment which means that it has swiftly grown to become one of the most used search engines on the planet. That means it’s time to start advertising your products there. 

Create product videos that demonstrate how to use your product, the special features and design information, or even ask influencers to create them for you! Influencers may ask you to pay to promote your products, but their large followings may make it worth it. 

Take a look at this example video here.

Using this guide that we’ve provided you, you’ll be able to launch your products successfully and start generating great sales straight away. We’ve given you all the hints and tips that we use, but we know that sometimes you just need a helping hand to get things moving. That’s where we can come in to support you. If you’d like help with successfully launching a new product, get in touch to discuss.

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Amazon Advertising – Return on Ads Spend ( ROAS )


ROAS has been introduced to Amazon advertising not long ago to measures the effectiveness of the ads campaigns. Before ROAS was introduced, marketers were using ACoS ( Advertising Cost of Sales) to measure the performance of the ads. Let’s look into a bit more ROAS. 

What is ROAS?

ROAS = Revenue from Ads / Ads Cost 

ROAS is calculated by dividing return from ads with ads cost. So, for example, if you spent £ 100 on advertising and got £ 800 in sales from those ads, your RoAS would be 8. 

8 = Revenue from Ads £800 / £ 100 total ad spend 

The higher the ROAS, the more profitable campaigns you have. If you spent £100 and got £100 back, your ROAS = 1.00, which means the ad campaign is not profitable as you have other Amazon fees apart from your product costs. However, you may consider this OK during the product launch process, aiming for sales irrespective of profitability. 

So, how do you determine a good level of ROAS for your business? 

What is a good ROAS?

A good ROAS is dependent on your profit and your product life cycle. Some companies aim for a 10:1 ratio which means £10 revenue for every £1.00 ad spend. 

In the example below, the ROAS is 1.51, and it is unprofitable. The campaign is a part of a product launch process, and the aim is to generate as many orders as possible. Although ROAS is poor, it is improving gradually. 

In the example below, ROAS is 24.6, and it is highly profitable. This campaign started on February 2021 and has improved over time. 

Why should we measure ROAS? 

ROAS helps to identify whether your ads spend profitable or not. It helps to –

  • discover whether we should invest more in the ads campaigns or not 
  • determine highly profitable campaigns and products

How to improve ROAS?

ROAS can be improved over time by optimising keywords and bids. Some of the key steps are explained below:

1// Select the right keywords

Advertising costs are based on the bidding system so, if we use the high in-demand keywords, the cost per click of the ads will go up, which lowers ROAS. So, target long-tail keywords, which may bring less traffic but increases ROAS.

 2// Experiment with all match bids

When we target keywords, we get to choose between broad, phrase and exact match types. 

Broad match – targets loosely related to the seed keywords

Phrase match – targets keywords in word order into account

Exact match – targets only exact keywords

Once all match types are tested, identify the keywords and match types that have high conversion rates. Then, create campaigns just targeting these keywords, which in turn helps to get a better ROAS.

 3// Consider increasing order value 

Once the product is ranked better and has good reviews, test the performance with a slight increase in the product price. This increases your order value and pushes up our ROAS.

4// Launch single keyword campaign ( SKC )

Single keyword campaigns Once we have a list of high converting campaigns, consider launching single keywords campaigns (SKC) that allow you to adjust bids, placements bids and bid strategy for that particular product and keyword. 

5// Advertise highly converting variations

Not all the product variations convert the same. Therefore, once you have tested, advertise only highly converting variation listings.

If you are looking for some professional help with your ROAS, we can help. With our decade long experience working with Amazon sellers, we can help to improve your advertising performance and maximise your ROAS. So get in touch and find out more about how we can help. 

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Amazon Store Advertising

Amazon storefronts are available for sellers with the brand registry. It is accessible via Amazon advertising, and brands can create stores without listing the product on Amazon. The latter works well for brands who want to support sellers on Amazon.

There is no cost for creating a store, and brands can advertise the store within Amazon or externally via social or email. Sending traffic to the storefront help to engage with the customer with a range of products and build loyalty. In addition, once the customer is in your store, there is no comparison with other brands so, you are getting 100% attention to your product pages. 

Besides organic traffic, sponsored brand advertising allows advertisers to send Amazon traffic directly to their store home page or category pages. This post explains how to create storefront advertising and measure its success. 

How to create Amazon storefront advertising?

STEP 1 // Start with choosing target – either the home page or category pages. Category pages work well as they are more targeted to the specific products compared to the home page. 

STEP 2// Work with the creatives – upload logo, choose any three products from the store page, add headline text, and upload a custom image. 

The custom image takes up the entire space on mobile search pages and has higher engagement.

STEP 3//  Targeting Option: Target keywords in all match types or choose one. You may want to use sponsored product ads keywords that generated sales in the past or use suggested ones from Amazon. 


STEP 4// Targeting Option: We can choose either keywords or product targets at one time to do A/B testing between two types of targets. 

Targeting products: Target products will surface the store ad when the query is relevant to that particular product. Targeting categories will surface the store ad relevant to the products in that category. 


STEP 5// Add negative keywords which have not converted via sponsored product ads or update this later once you see the search term report. 


Search Terms: The search terms tabs shows a list of user keywords along with the number of orders and ACoS.

Keywords Placements: The placement report shows how many impressions are showing up at the top of the search and the rest of the page along with sales.

Metrics to Measure

ACoS – shows the proportion of the spend vs sales

ROAS –  shows sales vs your spend 

% of order NTB – shows the % of total orders which are new to brands

Amazon Store advertising helps brands generate incremental sales and organic sales from their store, as shown in the screenshot below. So, get in touch if you are looking for any help with your Amazon storefront advertising.

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Amazon Video Advertising Introduction

Amazon Sponsored Brand Video ads work well to get your customers’ attention whilst browsing through the search results. Unlike other ads, it takes an entire length of the space, and it has a higher chance of getting a higher clickthrough rate. In addition, Amazon displays the product title, reviews count, and price with the video ad, which helps make the purchase decision.  

Ads position

Sponsored brand videos appear below the upper fold of the desktop and in the midsection, and at the end of the search results on mobile devices.  

Things to avoid

Amazon has explained the creative guide very well on their help pages, but some of the common rejection reasons are that we have seen are – text at the corners, more than three lines of the text in a single frame, distracting imagery and sound ( for example, flashing, spinning, blinking, pulsating objects or text, or high-contrast transitions or shrill, unexpected or violent, and jarring sounds).

Targeting Options

Amazon video ads allow us to target only one ASIN per ad. So, it makes perfect sense to duplicate ads for similar products. We can also use a common video for multiple ads with different ASINs as long as the video is relevant. For example, a range of headphones.  

Video ad has three targeting options. We have been using all three targeting options:  

1// Keywords targeting with 3-5 top converting keywords from sponsored product ads 

2// Product categories targeting 

3// Product targeting 

ACoS and Clickthrough Rate

  • We have seen similar ACoS in the US but 3 -4 times higher ACoS in the UK for the same product. 
  • We have seen a much higher clickthrough rate, 1.3% with video ads compared to 0.3 % clickthrough in Sponsored Product Ads for the same product.

Video ads are still at a very early stage so, it is an excellent time to start now. We have our own Amazon video specialist team who can help you create a video and build efficient ads campaigns. Schedule a call to discuss your Amazon video campaigns today. 


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Learn to Advertise on Amazon


A recent Amazon case study features Indigo Jamm’ success story. With the use of sponsored ad campaigns, Indigo Jamm’s average monthly Amazon sales increased by 217% compared to those of the previous three months. 

It is a real success story that shows just how powerful Amazon Advertising is. Amazon’s Advertising offers solutions across the complete marketing funnel. Advertising enables you to build your brand and to help you reach a wider audience; and ultimately, increase sales.

For most sellers on Amazon, search marketing offers the first step into the world of Amazon Advertising, so this is where we’re going to keep the focus of this guide. Amazon offers three main types of advertising for both Seller Central and Vendor Central users. 

Sponsored Product Ads (SPAs)

Sponsored Product Ads are usually the initial starting point for an Amazon seller. They’re the ad you see displayed at the top or bottom of a search results page and on a product page.

Sponsored Brands (SBAs)

Formerly known as Headline Search Ads – these ads are displayed across Amazon, but most commonly seen above the search results. Sponsored Brands allows advertisers with the brand registry to display three products and their brand logo, along with some text. This ad type is fantastic to generate brand awareness of your products and it can be used to promote your Amazon Brand Store too. 

Sponsored Display Ads (SDAs)

This ad type targets products, categories and audiences engaged with your products or similar products. This enables you to create cross-sell or upsell opportunities on your product pages, get sales from a competitor product page or position your products with complementary items. 

With this Amazon advertising book, you will:

  • Understand how Amazon Advertising works,
  • How to create your own Amazon Advertising strategy,
  • How to get started with Amazon Advertising and 
  • How to take your campaigns to the next level.

Buy A to Z Guide to Amazon Advertising from Amazon

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Amazon Events

AmafestUK 2020 – Learn about Amazon DSP, Succeeding as a Brand on Amazon, Amazon Data into Sales

Brought to you by Online Seller UK, #AmafestUK is a one-day conference for Amazon Seller Central and Vendor Central users looking to learn, network and grow their businesses. 

When: 8th October  March 2020

Time: 9:30 – 17:00

Where: UKFast Campus, Birley Fields, Manchester, M15 5QJ

Come and join hundreds of industry experts, sellers and peers at this jam-packed one-day event ideal for brands, retailers and distributors, as well as those who are interested in getting started on the platform. You will hear from 10 industry experts and get the chance to share stories and network with other sellers.

With 10 expert talks, we are confident that you will learn something new. Below are 3 of the experts’ talks taking place on the day:

Matt Anderson,

Accurately Targeting Your Consumer on Mass Using DSP

Now DSP is also available to Sellers as well as Vendors, Matt will be sharing insight into working with brands on DSP. Find out how Display Advertising can leverage the wealth of consumer data on Amazon to re-engage shoppers who researched your brand, reach potential customers likely to buy your products and tailor creative targeted to your consumer brand personas.


Duncan Barraclough,

The Why and How of a Brand Succeeding on Amazon

Duncan will be discussing how brands can do better on Amazon, why a brand should feature on Amazon and the role it plays in the overall Marketing mix for a brand online. Covering what brands often miss when selling on Amazon, do’s and don’ts, why ethics and integrity remain fundamental and how Amazon can be an important channel for any brand’s equity.


Chris Molzi,


Turning Amazon Data into Sales

Amazon provides huge amounts of data to Vendors and Sellers, but not always in the most convenient ways. Chris is going to talk about ways that you can harness the data that Amazon provides and turn it into actions that help drive sales on the platform. There are many tools and software solutions that can handle the heavy lifting, but Chris will discuss simple Excel formulas that anyone can use.


The conference is taking place at The UKFast Campus, which is in close proximity to the city centre. There are limited free tickets left. Once they’re gone, tickets will be £50.00 + VAT, including refreshments and lunch.

To find out more, and to secure your tickets head over to

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#BrightonSEO 2020 – Amazon SEO and Marketing Training

Prabhat Shah - Amazon SEO and Marketing Training UK

Amazon has quickly become the go-to place for online shoppers over the last few years, and to back this I have met hundreds of Amazon Sellers who claim their Amazon sales have taken over other marketplaces, significantly.

Amazon’s growth across Europe comes from an increasing product range, customer loyalty and trust, quick delivery and an easy returns system. One report suggests that 47% of consumers in Germany frequently shop with Amazon frequently, 30% of consumers in Italy and 22% of UK consumers considered themselves to be loyal Amazon shoppers. 

Consumer loyalty is the key to Amazon’s success and Amazon Prime is the main driving force. Research suggests that more than half of internet users in Italy, Germany and the UK have a Prime account. 

With all of this in mind, it is clearly important for any online seller to be selling on Amazon. However, it can be difficult to build your presence, if you’re new, on Amazon, as well as increase your presence if you’ve been selling for a while but struggling to grow. It is vital to know exactly how to use the channel, and learn the full aspect of Amazon. This is why we have developed the successful Amazon SEO and Marketing course at BrightonSEO. We have been doing this many few years and our course content is up to date with Amazon changes.  

Find out more and register online >> 


In the past, we had a mix of agencies and brands and it is an interesting day packed with strategies to build your Amazon business. Understanding Amazon SEO and its marketing capabilities are a part of the day alongside operational knowledge of Amazon. We will explore both Amazon Seller Central and Amazon Vendor Central during the day. 

Who has attended?

BrightonSEO AmazonSEO Training

Also, just to say thanks for a fantastic training session last Thursday. You broke down all elements of Amazon SEO so well that it was really digestible, easy to understand and most importantly, actionable. I feel much clearer now on how to approach Amazon SEO and look forward to getting my teeth into a few campaigns. I’ll happily recommend you as a trainer and consultant to anyone needing these services!

Petar Jovetic, Head of SEO, Impression

Alongside our core content, during the day we talk through some common challenges shared:

  • Product reviews best practices and tools
  • Creating a progressive advertising plan
  • Some of the best Amazon tools 
  • Enhanced content, A+ best practices
  • How to improve rankings?
  • Dealing with Multiple languages & SEO
  • How to deal with support to get a quicker resolution
  • How to ensure listings are compatible for Alexa
  • Optimising PPC for a low ACoS  
  • Product listing best practices 
  • Moving between vendor and FBA, potential pros and cons
  • Getting focus for an investment: advertising, deals or vine reviews  

This training session is delivered in a small group creating a comfortable environment for you to ask any questions. At the end of the day, we will be working on your Amazon growth plan which you can build on when you are back to your work.  

Our next session is in April 2020 and get your ticket here >>

#BrightonSEO 2020 - Amazon SEO and Marketing Training

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Webinar: Taking Amazon Advertising to the Next Level

Webinar: Taking Amazon Advertising to the Next Level

Amazon is a great platform to help small companies that no one has heard of, and create a space for them to compete with more established brands. This is why many SMEs choose Amazon as their go-to place to start launching their products. At the same time, established brands also see the power of Amazon and have started to create more of a presence via Amazon’s Vendor program.

Whatever stage you are at with Amazon, advertising plays a very significant role in generating brand awareness and initial/additional sales.

So, once you have started with advertising, and you’ve seen some sales, how do you take your campaigns to the next level? In this webinar, we will discuss:

  • Optimising your keywords,
  • Optimising your ACOS,
  • Structuring your campaigns for success,
  • Organising your campaigns into portfolios,
  • Getting the best out of Sponsored Brand Ads (SBAs) and Sponsored Display Ads (SDAs), and much more.

Register for this webinar >>



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Amazon Amazon Strategies

#BrightonSEO talk: Amazon Advertising Campaigns without Targeting Any Keywords

So, it was another exciting #BrightonSEO with 4,000 digital marketers all in one place! I have been attending this conference for the last 4 years or so and every time I learn something new. I can understand a lot of blood and sweat must have gone into organising a conference of this size, so hats off to all the #BrightonSEO team, I have felt welcome every time.    

If you have never attended BrightonSEO before, you can get super early bird ticket here for the April 2020 conference 




I had the privilege of presenting this year with wonderful friends, Danny and Katherine, on the topic “Amazon  Advertising without Keywords”. Having extensive experience working with Amazon Advertising over the past few years, Amazon’s Advertising without keywords has certainly been an interesting one. It has enabled me, as an advertiser and agency, to target competing products and complementary products to increase my market share, while helping me to defend myself by targeting my own products. When I  was a little stuck with Amazon Germany Keyword ads it helped me to generate incremental sales.  

Check out these slides below to see how it works and if you have any questions please feel free to get in touch. 


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