Amazon Marketing Agency, From Brand Registry to Ads
On Amazon the shop and the media are the same system. We run the advertising, the listings, the creative and the brand protection as one job, because on this platform they decide each other.
Talk to the teamBrands we work with
Amazon Is a Search Engine With a Checkout Attached
Most product searches that end in a purchase now start inside a marketplace rather than on a search engine. That makes Amazon a place where visibility is earned and bought at the same time, in the same result, under rules that belong to Amazon rather than to you.
It also means the usual division of labour does not work. An agency that only buys the media has no control over the listing that decides whether the click converts. A partner that only writes listings has no visibility of which search terms are actually being bought. On Amazon those two decisions are the same decision, which is why we run them together.
Schematic. Same shopper, same query, two things you control separately and should not.
What an Amazon Marketing Agency Should Handle
Four areas, run by the same team.
Amazon Ads and AMS
Sponsored Products, Sponsored Brands and Sponsored Display, managed against ACOS and total sales rather than advertising sales alone.
Brand registry
Enrolment and everything it unlocks: the creative formats, the reporting, and the tools that let you act when someone else lists against your product.
Product listings
Titles, bullets, backend keywords and images, written for the terms shoppers actually use inside Amazon, which are rarely the terms they use on Google.
Creative listings
A+ content, storefronts and imagery, built to answer the questions that stop a purchase rather than to restate the product name.
How Advertising and Ranking Feed Each Other
Amazon ranks products largely on how well they sell for a given search term. Advertising is one of the few ways to generate those sales before you rank, which creates a sequence worth planning deliberately rather than discovering.
Make the listing ready
Ads on a weak listing buy traffic that does not convert, which teaches Amazon the product is a poor answer to the query. Listings come first, always.
Buy the visibility
Sponsored placements put the product in front of the terms it should own, at a cost that will look high in the first weeks because it is buying data as much as sales.
Convert and accumulate
Sales and reviews against those terms build the relevance signals that decide organic placement on the marketplace.
Reduce the dependency
As organic placement improves, paid share of the same terms can come down, and the budget moves to the next set of terms rather than defending the ones already won.
The same logic decides where not to spend. Terms where a product already holds the top organic placement and faces no competitor bidding are candidates for reduced paid support, tested rather than assumed, in the same way we handle it on Google.
Talk to the teamWhat Has to Be True Before the Media Starts
Amazon punishes spend on products that are not ready to sell. Stock availability, price competitiveness, review volume, image quality and the completeness of the listing all affect whether an advert converts, and therefore what it costs. Before recommending a budget we check those, and if the answer is that the listing work should come first, that is what we say. It is a shorter engagement and a better outcome.
Amazon Alongside Your Own Site and Channels
Amazon and your own store
The two are not in competition as often as brands fear. Many shoppers will buy on the marketplace whatever you do, because of delivery, familiarity and stored payment details. The question worth answering is which products belong in which place, and how pricing and bundling differ so that the marketplace listing does not undercut your own margin. That is a commercial decision we help you model alongside your ecommerce plan rather than a channel to defend.
Amazon and search
The terms people use inside Amazon are shorter, more product led and less exploratory than the ones they use on Google. Comparing the two vocabularies is genuinely useful. Amazon search term reports show the words attached to purchase intent, which sharpen product page copy and category content on your own site, and the Google side shows the research questions that Amazon never sees.
Amazon and brand advertising
Paid social and video build the recognition that makes an Amazon listing get chosen over a cheaper unbranded alternative. When both run, the marketplace effect of a brand campaign is measurable in branded search volume on Amazon, which is one of the clearer ways to show that upper funnel work is doing something.
Selling Regulated Products on Amazon
Marketplace listings are advertising, and the same rules apply to them. In pet and animal health, Veterinary Medicines Directorate requirements govern the claims a product can make, and Amazon layers its own restricted claims policy on top, with suppression rather than a phone call as the enforcement mechanism. Writing listings to both from the start avoids products going dark at the point when they are selling.
See our pet and veterinary workTell Us Where You Are on Amazon
Launching on the marketplace, growing a range that is already selling, or dealing with an account where costs have climbed and nobody can say why. Tell us the situation and we will come back with what we would look at first.
Amazon Questions, Answered
Should we sell on Amazon if we already have our own store?
Usually yes, with a deliberate range strategy. A share of your customers will buy on the marketplace regardless, and if your product is not there, a competitor or a reseller occupies that shelf instead. The work is in deciding which products, at what price and in what pack configuration, so that the two channels serve different needs rather than competing on the same one.
Seller Central or Vendor Central?
Seller Central means you sell directly, keep control of pricing and hold the inventory risk. Vendor Central means Amazon buys from you wholesale and controls the retail price. Most brands we work with are better served by Seller Central because of the pricing control and the richer data, but the answer depends on your margin, your logistics and whether Amazon has invited you to the vendor programme at all.
Why has our ACOS gone up?
Most often for one of four reasons: a competitor has entered the auction, the listing has slipped on conversion rate, stock has gone out and the campaign kept spending, or the campaign is now reaching broader terms than it was. They need separating before anything is changed, because the fix for each is different and three of the four are not advertising problems.
Someone else is selling our products. What can we do?
Brand registry is the starting point, since it gives you the tools to report and act on listings that misuse your brand. Beyond that it becomes a distribution question rather than a marketplace one, and the practical answer usually involves controlling who you supply as much as what you enforce on the platform.
Do we need A+ content?
It is available once you are brand registered and it generally improves conversion, particularly for products that need explaining or comparing. Whether it is the priority depends on where you are losing shoppers. If the listing is not getting seen at all, imagery and search terms come first.
How long before Amazon advertising settles?
Expect the first few weeks to look expensive. Campaigns need enough conversions before the bidding has anything to learn from, and the early spend is buying the search term data that shapes everything afterwards. Judging performance before that data exists is the most common reason good campaigns get switched off.
