Amazon brings sponsored product ads to third-party apps, sites

Amazon brings sponsored product ads to third-party apps, sites

Now you can display your favorite Amazon products on sites like Pinterest and Buzzfeed. Here is the big news, Amazon, the popular place to shop is expanding its sponsored product ads allowing content on third-party apps and websites. It intends to partner with popular sites like Pinterest, Buzzfeed, and Raptiv.

Let’s explore more about this huge announcement and a mini guide describing the use of Amazon-sponsored product ads.

The Big Announcement

Amazon is taking a step further by expanding its Sponsored Products ads to encompass content within carefully chosen third-party apps and websites.

Advertisers utilizing sponsored ads now have the opportunity to showcase their content across a range of partner sites, including popular names like Pinterest, BuzzFeed, Hearst Newspapers, Raptive, and Ziff Davis. This extends to well-known brands like Lifehacker and Mashable.

Whenever we detect a potential interest from a customer based on relevant page context, campaign specifics, and established cost-per-click parameters, the Sponsored Products ads will seamlessly materialize. It’s important to note that these ads exclusively manifest for products that are currently in stock. What’s more, they incorporate trusted Amazon shopping conveniences such as the promise of Prime delivery, product ratings, and accurate pricing details.

These features collectively empower customers, equipping them with the necessary information to make informed decisions while browsing and contemplating purchases—this happens even before they opt to click on any advertisements.

Colleen Aubrey, who serves as the Senior Vice President for Amazon Ads Products and Technology, eloquently expresses, “Sponsored Products has consistently aimed to guide customers in discovering products that may resonate with their preferences.”

“For over a decade, we’ve been actively developing and refining Sponsored Products within our store. Throughout this time, we’ve harnessed the power of advanced machine learning algorithms to present advertisements that hold remarkable relevance for our customers, thus delivering exceptional effectiveness for the advertisers who opt for this service.

“We’re thrilled to take the insights we’ve gained regarding the meaningful connection between customers and products and extend it to a diverse array of exceptional websites and apps.

Guy Cohen, the Chief Product Officer at Skai—an advertising intelligence agency—expresses, ‘In the present day, customers are venturing into product exploration through various apps and websites. Advertisers are astutely crafting and executing their digital advertising strategies by pivoting their focus and success benchmarks toward the customer.’

Adding to this, Guy Cohen emphasizes the significance of Amazon’s latest advancement in Sponsored Products ads, underscoring that it empowers their clients to achieve precisely that goal.”

With the celebration of this news, know more about Amazon sponsored product ads and you can get its benefits.

What is a Sponsored Products Ad?

Sponsored Products ads represent a form of Amazon pay-per-click (PPC) advertising that offers you the opportunity to bid on specific keywords. This bidding strategy aims to secure prime visibility within Amazon’s search results, right from the day your product hits the market. As the acronym “PPC” implies, you’re charged a nominal fee for each click your advertisement garners. The magnetic appeal of Sponsored Products ads lies in their prominent on-page presence, mirroring the appearance of organic listing thumbnails.

One notable aspect is that Sponsored product ads don’t necessitate brand registration, setting them apart from other types like Sponsored Brands, Sponsored Brands Video, or Sponsored Display ads. This distinguishing factor contributes to their popularity, making them the most widely embraced ad format on Amazon. A significant 75% of third-party sellers opt for Sponsored Products ads to drive their campaigns.

Although sellers are gradually exploring diverse forms of Amazon PPC, it’s noteworthy that Sponsored product ads continue to account for a substantial 78% of the total Amazon ad expenditure among sellers.

How do Sponsored Products Ads Work?

As noted earlier, Sponsored Products ads take the form of PPC advertising, involving a competitive bidding process against fellow sellers to capture the attention of potential customers. You’re in the driver’s seat when it comes to determining the cost you’re willing to incur for each click on your designated targets, which translates to comprehensive control over your daily advertising budget.

Here’s how Sponsored Products ads operate: Step one involves defining a curated set of keywords or products for which you desire your ad to surface within Amazon’s search outcomes. Your objective revolves around crafting an ad that resonates with customers’ searches, enticing them to click through and explore your product detail page. Afterward, you communicate your preferred per-click expenditure to Amazon, an action known as “bidding.” An algorithm subsequently comes into play to determine the placement of your ads on the pages displaying search results.

Sponsored Products seamlessly blend with the appearance of organic listings, fitting into various spaces within search results. This includes prime real estate at the top of the search results, an integration amidst organic listings further down the page, and even on the product detail pages of your competitors.

Should your bid rise sufficiently, you’ll secure a prime position in the search results, aligning with your primary aspiration, as this location provides the optimal opportunity to connect with a broader customer base. However, should your bid fall below a certain threshold, your ads might not manifest at all.

The moment a customer clicks on your ad, the corresponding charge will reflect the value of your keyword bid. It’s worth noting that this charge applies regardless of whether the customer proceeds to purchase your product or not.

How Will Partnership With Pinterest Help E-commerce Businesses?

In the ever-evolving realm of social media and online shopping, eCommerce enterprises consistently seek more effective ways to connect with potential customers. A strategy that’s swiftly gaining traction involves employing ads on Pinterest that lead directly to Amazon’s website—an integral facet of the Pinterest-Amazon ads collaboration.

Whenever users engage with these Pinterest ads, they are seamlessly directed to Amazon’s product page, fostering a smoother and more streamlined shopping journey. This outcome not only enhances the customer experience but also empowers eCommerce businesses to amplify their presence and sales volume on Amazon’s platform.

This amalgamation of social media and online shopping serves as a prime instance illustrating how eCommerce is in perpetual motion, continually unearthing fresh avenues for businesses to thrive by harnessing automation and seamless integration.


In the dynamic world of advertising and online commerce, Amazon’s introduction of sponsored product ads to third-party apps and websites marks a significant stride forward. This expansion opens up new avenues for advertisers to seamlessly connect with their target audience across diverse platforms.

By extending the reach of these ads, Amazon is not only catering to the evolving preferences of customers but also fostering a more expansive and integrated digital landscape. As businesses continue to navigate the ever-shifting terrain of digital marketing, Amazon’s move underscores the importance of adaptability and innovation in reaching and engaging customers wherever they may be.

As e-commerce experts, we understand the impact of this change and the challenge of managing your e-commerce business. With years of experience in e-commerce management, we are here to serve your needs. Contact us to learn more about our services and the benefits you can gain from us.

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