2022Report

AmazonAdvertisingBenchmarks

andTrends

80%

60%

40%

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TheAgeofAmazonAdvertising

Anunparalleledsurgeinbrandsadvertisingon

Amazonhastakenplaceoverthepastyear,and

thistrendwilllikelycontinuetogrowasmore

andmorebrandscontinuetoadoptAmazon

Advertisingintotheirmarketingstrategies.

Reachinga$41.75billionadrevenuetotalasof

early2022,Amazon’sever-expandingsuiteof

advertisingandmediaofferingsmeansbrandsand

theirtechnologypartnersmuststayontopofthe

latesttrendsinordertopinpointandleveragenew

opportunitiesforgrowth.1

Thepushtoreachasmanycustomersaspossiblehas

createdanunprecedentedcompetitivelandscape

withbrandslookingforstrategicwaystoincrease

theirAmazonAdvertisingspendwhilealsoexploring

theemergingpotentialofWalmartConnectand

othere-commerceadplatforms.

Basedonasurveyofmorethan1,000U.S.brands,ouradvertisingexpertsunpackthetoptrendsthatareshapingtheadvertisingandmedialandscapewithinretailande-commerce,revealinginsightsandbespokestrategiessuccessfulbrandsareusingtodaytogrowandwinonAmazonande-marketplaces.

Withadvertisingbudgetsnowshiftingawayfrom

traditionaldigitalchannelsandembracingpoint-

of-purchaseplatformslikeAmazon,brandscanno

longerignoretheseplatforms’powerfulabilityto

reachandconnectwithconsumersacrossevery

stageoftheirshoppingjourney.

DigitalMediaSpendAcrossChannels

AmazonGooglePaidsocialDisplay/programmatic

1eMarketer,2022

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TableofContents

BRANDSONAMAZON

4

ADVERTISINGTYPESANDFORMATS

7

DRIVINGROI

ADTOOLSTOHELPMAXIMIZEPERFORMANCE

11

WHAT’SAHEAD

13

ThissurveywascommissionedbyFeedvisorandconductedbyZogbyAnalytics,

anationallyandinternationallyrespectedopinionresearchfirm,onbehalfof

Feedvisor.ItwasdistributedonlinefromJan.24,2022,toMarch4,2022,among

anationalsampleof1,000+retailbusinessdecision-makers.Resultsfromthe

fullsurveyarebasedonaconfidenceintervalof95%andhaveamarginoferror

ofplusorminus3.1percentagepoints.Allnumbershavebeenroundedtothe

nearestpercent.

4

BrandsAdvertisingonAmazonSeeHighROI

53%

ofbrandsadvertisingonAmazonseeanaveragereturnof7x’sormore

Withitslowprices,vastselectionofgoods,excellentcustomerservice,anddeepunderstandingofitscustomers,Amazonisahavenforbothdealseekersandadvertisers,with83%ofbrandsnowadvertisingthere.

Forthepasttenyears,Amazon’sadvertisingbusinesshasquietlygrowntobecomeoneofthemostsought-afteradvertisingopportunitiesbybrands,generatinganunprecedented$31.2billioninadvertisingrevenueinthelastyear.1ThisisthefirsttimethatAmazonhasreportedits’advertisingrevenue,anditisalreadyoneofthefastest-growingpartsofAmazon,increasinganimpressive32%year-over-year.Inaddition,Amazonisprojectedtodrive77.7%ofallU.S.retailmediadigitaladspendthisyear.2

Amazon’ssuccessisevidentnotonlyinarecord-breakingrevenuestreambutinpublicopinionwith58%ofbrandsseeingagreatdealofvalueinAmazonAdvertising,up8%fromlastyear.

BrandsViewAmazonastheBestPlacetoAdvertiseforReturns

28%

ofbrandsseethehighestmediaspendreturnfromAmazon

ChannelsGeneratingtheHighestReturnon

MediaSpend

28%

28%

25%

14%

6%

A

G

PaidSocial

Display/programmatic

Otherdigitalchannels

ThiscomesasnosurprisesinceAmazonismorethanequippedtohandlethechallengeofreachingconsumersinrelevantplaces,evidencedbytheirnewadoptionsforadvertisersbothonandofftheirplatform.

1Amazon,2022

2eMarketer,2021

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TakeyourAmazonadvertisingresultstothenextlevelwith

thepowerofFeedvisor360.

Learnmoreat/platform

BRANDSADVERTISINGONAMAZONSEEHIGHROI5

Infact,brandsnowinvestonaverage36%oftheir

advertisingspendonAmazoneachmonthwith

33%ofbrandsinvesting$81k+amonthonAmazon

Advertising.

Additionally,topbracketspendingonAmazon

Advertisinghasincreasedoverthepastyear

withoneinfivebrands(20%)nowspending

$100Kormorecomparedtolastyear’s11%.

WhileadvertisingonAmazonishappeningall

year-round,43%ofbrandsconsistentlyadvertise

throughouttheyear.Brandsdecidingagainst

Amazonaltogetherarelosingoutonahigherreturn.

MonthlyAdvertisingSpendonAmazon

$0-20K$21-40K$41-60K$61-80K$81-100K$100K+

202020212022

BRANDSADVERTISINGONAMAZONSEEHIGHROI6

AcquiringNewCustomersisthe

PrimaryGoalforAdvertisingon

Amazon

AcquiringnewcustomersisthemostpopulargoalforbrandsadvertisingonAmazon(61%),followedbydrivingbrandawareness(56%),drivingsales(53%),andgainingmarketingshareovercompetitors(45%).

1

2

3

4

5

Top5GoalsonAmazon

Acquiringnewcustomers

Drivingbrandawareness

Drivingsales

Gainingmarketshare

Protectbrandfromconquestingandhaveafullfunnelview

BrandschooseAmazontoacquirenewcustomersbecauseofitspopularityamongconsumers.Currently,92%ofconsumerssaytheyaremorelikelytobuyproductsfromAmazonthananyothere-commercesitewhile56%ofconsumerssaytheyvisitAmazondailyoratleastafewtimesaweek.3

ConsumersflocktoAmazonforthreemainreasons:

Vastproductassortmentwithnear-limitlessinventoryfueledbyAmazon’sfulfillmentservice.

Optimizedcheckoutwiththeirsingle-clickcheckoutprocessesandofferingsubscriptionsforhouseholdproducts.

Unmatchedmembershipbenefitsincludingfreeexpeditedshipping,videostreaming,musicstreaming,eBookdownloads,andfreetrialsofotherAmazonservicestonameafew.

AmazonhascreatedaconvenientandefficientshoppingexperiencethatisdifficulttomatchwithmorebrandsrecognizingthepowerofhavinganAmazonpresence.

1Amazon,2022

2eMarketer,2021

3FeedvisorProprietaryResearch,2021

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TheEver-ExpandingAmazonAdvertisingArm

44%

ofbrandsnowuseAmazonvideoadsaspartoftheirstrategies

Amazoncontinuestoaddtoitsadvertisingsuiteandhasrecentlyintroducedvideoadstotheirever-expandinglineup.Thiswasasmartmoveascurrently,92%oftheglobalpopulationwatchesdigitalvideosweekly.1Ofthosevideos,32%are“how-to”ortutorialswithmostfittingintotheentertainmentbucket.

Withvideoconsumptionontheriseatasteadypace(up16%inthelastyear)2givingampleopportunityforvisibility,itmakessensethatvideoadshavesurpassedallotheradtypesforthefirsttimeeverwith44%ofbrandsnowusingAmazonvideoadsaspartoftheirstrategies,andnearlyhalf(49%)planningoninvestinginvideoadsinthefuture.Videoadspendisalsoslatedtoaccountformorethanhalfofprogrammaticdisplayadspendingin2022forthefirsttimeintheU.S.withconnectedTVdrivingthisgrowth.3

TypesofAmazonAdvertisingBrandsUse

44%VideoAds

41%Customadvertisingsolutions

40%AmazonDSPDisplayAds

39%SponsoredProducts

38%SponsoredDisplay

33%SponsoredBrands

24%AudioAds

*Respondentscouldselectallthatapply.

1DataReportal,2021

2Limelight,2021

3eMarketer,2021

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OtheradvertisingoptionsAmazonhasaddedorexpandedinthelastyearandahalfincludecustomadvertisingsolutionsandenhancedaudioads,bothofwhichbrandsutilizedthisyearwith41%optingforcustomadvertisingsolutionsand24%usingaudioads.CustomAdvertisingSolutionsaregainingsteamwith57%ofbrandsplanningtoinvestinthistypeofadvertisingmovingforward.

40%

ofbrandsuseAmazonDSPadsintheircampaigns

THEEVER-EXPANDINGAMAZONADVERTISINGARM8

WhatisAmazon’sCustom

AdvertisingSolutions?

UsingAmazon’sCustomAdvertisingservice,brandscanbuildcampaignsthatengageconsumersthroughouttheentiremarketingfunnel,buildingbrandawareness,consider-ation,andconversion-whetherornottheycurrentlysellonAmazon.

Someexamplesofcampaignsinclude:Homepagetakeovers

FireTVplacements

Customizeddestinationpages

On-boxadvertising

Multi-channelcampaignsthatinclude

in-storedisplaysinAmazonstores

BrandsstillrecognizethepivotalroleAmazonDSP

ordemand-sideplatformadsplayincustomer

journeyswith40%usingthemintheircurrent

campaignsand51%planningoninvestinginDSP

inthefuture.SponsoredProductsandDisplay

adsarenolongerthetopadsofchoice,but39%

ofbrandsstillusethemandsincebotharepartof

Amazon’sCustomAdvertisingSolutionsoffering,

theyarebeingusedmoreoftenthancapturedhere.

?FEEDVISOR

OptimizeyouradvertisingwithFeedvisor360

at

/platform

THEEVER-EXPANDINGAMAZONADVERTISINGARM9

44%ofBrandsThinkSponsored

ProductsAdsDriveGreatestReturns

SponsoredProductsAdsremainacoreelementofAmazon’sadvertisingofferingandakeydriverofdiscoverabilityandgrowthontheplatform.ThisisdueinparttoAmazon’salgorithmsandimmensecustomerdata.Sponsoredcontenttraditionallyperformsbetterthannon-sponsoredsinceitcantargetcustomerswithspecificinterests,drivingexposureandconversions.

AsoneofthemanyadvertisementoptionsAmazonofferstothosewhodonotcurrentlysellontheirplatform,brandsareseeingthevalueassociatedwithAmazonDSP,with40%sayingtheyseeingthegreatestreturnswiththisadtype.

AmazonAdTypesDrivingGreatestReturns

44%

SponsoredProducts

32%

SponsoredBrands

36%

SponsoredDisplay

40%

AmazonDSPDisplayAds

18%

AudioAds

39%

VideoAds

39%

Customadvertising

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1BusinessInsider,2021

2Statista,2022

eMarketer2021

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MobileAdFormatsReignSupremefor

GreatestROI

WhenaskedwhichdigitalformatsprovidethegreatestROI,brandsoverwhelminglychosemobileat68%,up7%fromthepreviousyear.Mobileisincreasinglybecomingconsumerspurchasingchannelofchoice,withretailm-commercesaleshitting$359.32billionin2021,anincreaseof15.2%over2020.1By2025,retailm-commercesalesshouldmorethandoubletoreach$728.28billionandaccountfor44.2%ofretaile-commercesalesintheU.S.

Assuch,marketershaveuppedtheirinvestmentsinthedigitaladformat,andmobileadspendin2021hitarecord$288billionworldwide,growing27%yearoveryear.2Thistrendisexpectedtocontinueintheyearahead,as64%ofbrandssaidtheyplantoinvestmoreinmobileadformatsin2022,followedbyvideo(48%),desktop(48%),andbannerads(40%).

THEEVER-EXPANDINGAMAZONADVERTISINGARM10

DigitalAdFormatsWithHighestROI

68%

Desktop

37%

Banner

28%

Connected

TV

22%

Rich

media

21%

Native

22%

Audio

45%

Video

55%

Mobile

TheDigitalFormattoWatch

Audioadsareemergingasaviabledigitalformatwith11%ofbrandsseeingareturnoninvestmentand12%ofbrandsplanningoninvestingmoreinthisdigitalformatfor2022.TheaudioplatformswiththemostlistenersarecurrentlySpotifyandPandora,withAmazonandApplecatchingup.AmazonispredictedtosurpassPandorainlisteners

bytheendof2022.3

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AmazonAdMeasurementToolsDriveImpactandMaximizePerformance

Apple’sJohnSculleysaid“nogreatmarketingdecisionshaveeverbeenmadebyqualitativedata”.Tomeasureimpactandeffectiveness,quantitativedataornumbers,arethemostbeneficial.

Itwouldappearbrandsagreeasmanyusesometoolforreportingandtrackingtheiradvertisingeffectiveness,withatleast37%usingAmazon’slatestanalyticssolution,AmazonMarketingCloud(AMC).LaunchedinOctober2021,theAMCisaholisticmeasurementandanalyticssolutioncurrentlyinbetaforeligibleadvertisers.Thegoalistohelpbrandsgainagreaterunderstandingofhowtheirmarketingperformsacrossmediachannelssuchassearch,display,video,andaudio.

Thisinnovationcouldnothavecomeatabettertimesincetheeliminationofthird-partycookiesandshiftsinmobileidentifierswillmaketargetingtherightaudienceincreasinglydifficultwithagreaterneedforsuccessfulandinsightfulreportingandtrackingofcampaigns.

Whattoolsareyouusingtoevaluateyouradimpactandperformance?

GoogleAnalytics

40%

AmazonAdConsoles

39%

AmazonMarketingCloud

37%

FacebookAdsManager

35%

AmazonAttribution

34%

OtherAmazoninnovationsbrandsthinkproveeffectivefortrackingimpactandperformanceincludeAmazonAdConsole(39%)andAmazonAttribution(34%),bothquicklyscalingincrediblyclosetopopularadvertisingperformancetoolslikeGoogleAnalytics(40%)andFacebookAdsManager(35%).

Tohelpdrivesalesandtraffictotheirproductlistingsandoptimizetheiradcampaignstoreachtherightaudiences,brandsmustleveragedeepAmazonexpertiseandsophisticatedtechnologyplatforms.

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AMAZONADMEASUREMENTTOOLSDRIVEIMPACTANDMAXIMIZEPERFORMANCE12

ThePowerofImpressions

Intheageofheightenedcompetition,oneofthemostimportantmetricstobrandsisimpressionswith29%sayingthisisthemetricthatmattersmost.Brandawarenessandvisibility,bothresultsofimpressions,arequicklybecomingthebiggestdecidingfactorsforconsumers’willingnesstomakeapurchase.

Consumershaveanaturalinclinationtopurchasefrom“familiar”names,sothemoretimesyourbrandappearsbeforeacustomer,thefasterthey’llrecognizeitasapotentialsolutiontoaproblem.

Weexpectbrandawarenesstocontinuetogrowasmorebrandsconsiderthisafocalpointoftheirbrandingstrategies,especiallyonplatformsoutsideoftheirowne-commercewebsite.

OtherAdvertisingMetrics

Click-throughrate(41%)andreturnonadspend(41%)remainthemostimportantmetricsforbrands,followedcloselybycostperclick(39%),advertisingcostofsale(38%),andconversionrate(35%).

Costperacquisitionalsoroseby2%showingthatbrandsarelookingtomatchtheiradperformancewiththeirbudget,asadvertisingcostsriseincertainchannelsandadtypes.

AdMetricsBrandsFindImportant

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What’sAheadforAmazonAdvertisers

BrandshavefoundthatAmazonAdvertisinganditsfull-funnelofferingsareinvaluabletoolsforadaptingtothe“always-on”styleofretailingcommonwithconsumerstoday.

PartofAmazon’sallureliesintheircustomerdatacollectionandanalysis,whichisconsideredtherichestsourceofuserdatacollectedbyanycompany.WhilethisdatahaspositionedAmazonasthenumberoneretailmedianetwork,gainingareputationforthemostaccurateandcustomizedsolutionsforbrandswishingtotargetspecificcustomers,it’salsogivenAmazoninsiderdatatofueltheirownenterprise.

Asaconsequence,moreandmorebrandsrecognizenotonlytheneedforhavingapresenceonAmazon,butalsotheincreasedcompetitionwithAmazonitself.For1pbrandsunabletocontroltheirpricing,ahybridapproachtosellingasa3pbrandaswellispickingupsteam.

Inthemonthsandyearsahead,thegrowingimportanceofadvertisingpairedwithrichdatatoinformexperienceswillbethedeterminingfactorinwhoconsumerschoosetopurchasefrom.BrandsonAmazonneedtoconsideraholisticapproachtoadvertisingiftheywanttobeprofitable.Bycombiningfull-funneladvertisingwiththefullviewoftheirbusinessoperationsincludingpricing,content,andinventorydata,successwillbeeasiertoobtain.

Ontheconsumeradvertisingside,wecanexpectexperimentationwithdynamiccontentandmediathatengagesthroughenrichingexperiences,suchasinfluencerslivestreamingproductreviewsorshortvideos,tobecomethenewnorm.

Infact,short-videoappsarealreadyfuelinggrowthinChina,wheree-commerceaccountsfor3.2%ofthecountry’sGDP,thisiscomparedto2.7%intheUS.1AccordingtoeMarketer,closeto75%ofUSmarketerswilltapinfluencersforcampaignsthisyear,atestamenttotheemerginginfluenceofthesenewexperiences.2

Nomatterwhattrendsarise,brandsshouldensuretheiradvertisingstrategiesarecontinuouslyfine-tunedandoptimized,withthebestpathtosuccessthrou