Amazon is extending the reach of its most popular advertising format, Sponsored Products, outside the walls of Amazon.com. Amazon Sponsored Product ads will now begin appearing on a number of partner apps and websites, including Pinterest, Buzzfeed, Hearst Newspapers, creator advertising platform Raptive and brands from digital media company Ziff Davis such Lifehacker and Mashable.
Amazon advertisers using Sponsored Products won’t need to take any action for their ad to appear on these external sites; they will be automatically served in instances when a user is likely to be interested in the product. Placement will be determined by factors such as relevant page context, the campaign itself and the cost-per-click parameters that sellers have already established.
“Sponsored Products has always been about helping customers discover products they may love,” said Colleen Aubrey, SVP of Amazon Ads Products and Technology in a statement. “We’ve been building and evolving Sponsored Products in our store for more than 10 years, leveraging advanced machine learning algorithms to show advertising that’s highly relevant for customers, and therefore highly effective for the advertisers that choose to use it. We are excited to now apply what we’ve learned about connecting customers and products in meaningful ways to a range of great websites and apps.”
Just as they do on Amazon.com, the ads will link to the Amazon product page, making it possible for customers to purchase products in just one to two clicks. Sponsored Products only appear when the advertised items are in stock, and the ad itself will feature familiar Amazon shopping attributes such as the Prime delivery promise, ratings and accurate pricing information, offering customers a plethora of information before they even click through to Amazon.
The company said in a blog post announcing the development that it plans to “start small, learn, and expand as we see meaningful opportunities to enable delightful discovery and shopping experiences.”
“Customers today are exploring products across a range of apps and websites, and we’re seeing advertisers successfully plan and execute digital advertising strategies by shifting their focus and success metrics to the customer,” said Guy Cohen, Chief Product Officer at advertising intelligence agency Skai, which works with Amazon, in a statement. “Amazon’s latest innovation of its Sponsored Products ads enables our clients to achieve exactly that. The ability for advertisers to efficiently scale their reach with highly relevant advertising, while enabling them to track their performance holistically, and ultimately drive business impact through Amazon’s store, is what most excites us about this.”