Annual Playbook Examines the Impact of Amazon Advertising on Vendors and Sellers

Merkle, a leading technology-enabled, data-driven performance marketing agency, released its second annual Amazon Ads Playbook. This year’s report, titled “The Amazon Advertising Flywheel Strategy Guide,” explains Amazon advertising’s effect and impact on vendors and sellers, while examining the main components that comprise the flywheel, including owned, paid, and earned media.

“By bringing together teams to support merchandising, marketing, advertising, the supply chain, and brand advocacy, vendors and sellers can better understand how Amazon advertising impacts their bottom line. Our comprehensive guide addresses key strategies that propel the advertising flywheel and maximize business opportunities within the Amazon marketplace.”

In 2018, Amazon saw tremendous growth in its advertising product portfolio, expanding its advertising platform and investing in new features and quality-of-life updates. These changes, including API bidding capabilities and enhanced Sponsored Brands, addressed pain points for both current advertisers and those new to advertising on Amazon. With the continued growth of Amazon advertising, Merkle’s strategy guide outlines the flywheel effect and how this complex ecosystem impacts both vendors and sellers.

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“Being successful on Amazon requires an intimate knowledge of the ever-changing competitive landscape as well as an integrated strategy that addresses each component of the advertising flywheel,” said Todd Bowman, senior director, Amazon and eRetail at Merkle. “By bringing together teams to support merchandising, marketing, advertising, the supply chain, and brand advocacy, vendors and sellers can better understand how Amazon advertising impacts their bottom line. Our comprehensive guide addresses key strategies that propel the advertising flywheel and maximize business opportunities within the Amazon marketplace.”

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Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network.

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