Amazon Ads is introducing Amazon Retail Ad Service, enabling retailers to enhance their shopping experiences and scale advertising.
The service is currently in beta with multiple retailers, including iHerb, Oriental Trading Company, and Weee!, and launching with Tilly's, with more retailers soon to be announced.
Amazon Retail Ad Service enables online retailers to show product ads on their search, browse, and product pages. Ads incorporate availability and price, as well as contextual information such as shopper search query, category or product being viewed to ensure customers see ads for desired and available products.
Retailers will determine ad creative formats, where ads appear across their apps and websites, and how many ads are shown. They’ll also be able to determine what customers see after clicking on an ad, such as directing traffic to the product page, providing a ‘quick view’ of the product, or enabling the customer to add the product directly to their cart.
The service also makes it easy for retailers to offer their advertising to brands already using Amazon Ads, providing retailers a streamlined connection to advertisers. Advertisers will see available retailers in their Amazon Ads console or API integrations. They will then be able to create and manage their campaigns for each retailer and access reporting through existing workflows that are familiar to them.
Amazon Retail Ad Service operates on dedicated systems with stringent access controls, ensuring retailer information is separate from Amazon Ads and other Amazon businesses. It’s built on Amazon Web Services and uses machine learning models that process contextual information like search queries and product attributes to serve relevant ads. Ad measurement takes place within AWS Clean Rooms, enabling privacy-enhancing collaboration to generate aggregated, anonymised reports for the retailer and its advertisers.
Amazon's VP of ads measurement, Paula Despins, said Amazon designed this to be a win for retailers, advertisers, and shoppers.
"We look forward to seeing how it improves outcomes, drives sales, and enhances the shopping experience," she said.
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