Amazon Search Ads

Amazon Search Ads

29 October 2020 |


Across Australia, Amazon has grown a lot since its entry in 2017, and now reaches 11.3 million unique visitors – just over half all AU internet users. The advertising opportunities which accompany Amazon Search ads are vast, with its primary purpose: ‘to connect shoppers with the product they’re looking for in as little time as possible’. However, you don’t have to be a retailer to benefit from highly engaged shoppers, and users displaying intent signals and characteristics.

Why use Amazon Search ads in addition to Google search?

  • Amazon generally embodies ‘higher purchase intent’, where consumers are likely to use the platform in cases where they are directly looking and willing to purchase a product.
  • Google, on the other hand, accommodates users with ‘higher research intent’; providing a broader range of business products and choices, allowing the consumer to research and purchase products that best suit their needs.

Amazon is an Awareness driver: 69% of searches on Amazon don’t include a brand, users don’t yet know what they want.

Essential to be in the paid auction: 70% of Amazon shoppers never click past the first page of search results on Amazon, so it’s key to pay to be at the top for performance.

Both have a role to play and should be used in tandem together.

Amazon Search Ads: formats available

There are two key ways to advertise within Amazon in Australia, that can link to an Amazon storefront for e-commerce sales, but you can also direct traffic to your own website. Like Google, all Amazon Search ads are bought on a CPC model.

Sponsored Products

Sponsored Product ads can appear at the top, in the middle, at the bottom or to the right-hand side of search results pages when a user’s search query matches with one of your chosen keywords. When clicked on, users will be taken directly to the product’s detail page

Amazon Search Ads- Sponsored Products






Sponsored Brands

Sponsored Brands are ads that feature your brand logo, a custom headline, and up to three of your products. These ads appear on search results and help generate recognition for your brand and product portfolio.

Amazon Search Ads- Sponsored Brands







Get in touch with the ADMATIC Performance team to start advertising on Amazon!