In 2021, Amazon Ads saw a significant surge, growing by an impressive 58%. This growth rate is expected to maintain its impressive pace, already surpassing competitors like Google and Meta (formerly Facebook). This growth is being fueled not only by Amazon’s continued dominance in retail media, but also by a large and growing presence of brands who do not sell goods on Amazon. Amazon offers unparalleled access to customer shopping, streaming, and listening behavior data to these brands with a vast, diverse inventory with minimal overlap to serve ads on.

Before delving deeper into this opportunity, it's crucial to understand the key differences in utilizing Amazon Ads for businesses that are sellers on the platform versus those that are not.

Endemic vs. Non-Endemic Advertising: A Closer Look

Endemic Advertising:

This involves promoting products available on the Amazon platform, using retail media data.

Non-Endemic Advertising:

This goes beyond promoting products sold on Amazon. It includes industries such as insurance, finance, and services like pest control. If a product or service doesn't fit under one of the categories that Amazon sells, it's considered non-endemic. Advertisers selling products and services outside of Amazon, linking directly to their own site, are using Amazon's DSP and their data/audience segments to target new and relevant customers.

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7 Key Advantages of Amazon for Businesses That Do Not Sell on the Platform
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Access to Amazon's Rich Data & Unique Inventory:

Amazon's robust first-party data offers valuable insights into consumer behavior and purchasing patterns, enabling targeted and effective campaigns. Whether it’s Thursday Night Football, Amazon Music, or Prime Video, Amazon’s DSP is the only way advertisers can place ads in front of these valuable audiences.

The Connected Home:

It’s no secret that the use of connected-home technology, such as Fire TV and Alexa-enabled devices, is on the rise. In fact, 76.8% of households own a connected TV, and 74% with at least one smart-home device also have a smart speaker. Regardless of where or how these devices are used, brands can leverage these channels to connect and engage families at home.

Tap into the Logged-In User:

Amazon's logged-in user and first-party data approach enables advertisers to ascend the challenges posed by the depreciation of cookies. With the diminishing effectiveness of third-party cookies, increasing privacy regulations, and changes in device identifiers, retailers turn to Amazon to better understand and target their customers.

Enhanced Audience Segmentation:

Advertisers can create highly specific audience segments using Amazon's vast dataset. This improved targeting leads to increased website traffic, lead generation, and better conversion rates.

Local Targeting Accuracy:

By leveraging Amazon's use of the account holder’s primary shipping address for audience location, partnering with Amazon can boost the efficiency of your targeted impressions within specific DMAs or zip codes by an average of 30%.

Holistic Reporting:

Brands that don’t sell on the platform can use Amazon’s Marketing Cloud (AMC) to combine their sales data with Amazon DSP user level impression data, revealing which ads contributed to customers’ progress. Consequently, brands can make more informed ad buys and reporting decisions across all their channels.

Maximize Incremental Reach:

Non-endemic advertising on Amazon empowers brands to broaden their reach to new audiences. Utilizing Amazon’s data-rich platform, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For example, Amazon's Fire TV boasts a minimal audience overlap of just 4% with Roku and 2% with Chromecast, highlighting its unique reach and huge potential.

Why Partner With Revive?

While Amazon's DSP is powerful, it lacks the user-friendliness of some long-standing DSPs, requiring advanced knowledge to fully exploit its potential. That's where businesses selling outside of the Amazon marketplace can partner with companies like Revive to meet their goals and campaign KPIs.

Revive started by helping T3 automotive brands to drive localized traffic at scale across their national locations. Since then, we have worked across 25 industries that do not traditionally sell on the Amazon platform, including financial services, travel, education, health, franchise, Quick Service Restaurants (QSRs), and more. As Advanced Amazon partners leading the industry in Amazon Marketing Cloud reporting services, Audio, and Streaming TV advertising, we believe we can help your business achieve its desired results on the platform.