Most people think of Amazon as a giant online shop. In reality, it’s one of the most powerful advertising platforms in the world. Advertising in Amazon is fuelled by first-party data, intent-driven shoppers, and placements that follow people across the web. Ignore that, and you’re just another seller. Harness it, and you can turn Amazon into the biggest branding machine your business has ever had.
Why Amazon Advertising Matters for Brand Awareness
Think of Amazon as a stage where shoppers aren’t browsing casually like on Instagram or Google—they’re primed to buy. That intent gives your adverts more weight. Show up consistently across searches, product pages, and display placements, and customers won’t just notice you—they’ll remember you. And here’s the kicker: Amazon owns the data. It knows what people search, click, and buy. That means your campaigns don’t just reach anyone—they reach the right people at the right time. For a new brand, that exposure is priceless. For an established one, it’s how you stay front of mind.
The Ad Formats That Build Awareness
Amazon offers multiple formats, but some punch harder when your goal is visibility.
1. Sponsored Brands
Your logo, headline, and a handful of products at the top of search results. Perfect for discovery.
2. Sponsored Display
With display advertising Amazon, you can retarget shoppers, show up on competitor pages, or even appear off-Amazon across apps and websites.
3. Sponsored Products
Yes, they’re sales-focused. But consistently appearing in searches builds familiarity—and that fuels awareness too.
4. Amazon DSP
Programmatic display and video ads both on and off Amazon. Think big reach, storytelling, and scale.
Crafting an Effective Amazon Ad Campaign
Here’s the truth: throwing money at ads without a plan is a waste. Winning campaigns are strategic.
Step 1. Define Your Goals
Want awareness? Sales? Launching a new product? Be clear. Goals shape campaigns.
Step 2. Know Your Audience
Who are your customers? What do they care about? Use Amazon’s targeting to match their behaviours and interests.
Step 3. Create Compelling Ad Content
- Use sharp, high-quality images.
- Make your logo visible.
- Keep copy punchy and clear.
- A/B test creatives.
Step 4. Optimise Product Listings
Your ads are only as good as your listings. Make sure descriptions are keyword-rich, reviews are strong, and stock never runs out.
Step 5. Monitor and Adjust
Track clicks, impressions, conversions. If it’s not working—tweak it. Amazon rewards agility.
Supplementary Strategies That Supercharge Awareness
Ads alone won’t cut it. You need the full package.
1. Optimise Your Brand Store
Think of it as your Amazon showroom. If you’re driving ad traffic, give shoppers somewhere polished to land.
2. Invest in Creative Assets
Images, A+ Content, and videos tell your story. Pair them with ads for consistent branding.
3. Leverage Retargeting
Not everyone buys first time. Sponsored Display lets you remind them you exist.
4. Broaden Targeting
Amazon DSP can push you to lookalike and lifestyle audiences. That’s how you reach beyond your core customers.
5. Track Beyond Sales
Impressions, branded searches, and Store traffic are equally important. Don’t undervalue them.
The Importance of Product Images
Here’s the hard truth: bad images kill good ads. Customers click, but if what they see doesn’t inspire trust—they bounce.
What Works:
- A hero shot that’s crisp and clear.
- Close-ups that show details.
- Lifestyle images that put products in context.
- Infographics that explain features.
What Doesn’t:
- Poor lighting.
- Low resolution.
- Ignoring Amazon’s image rules.
Your ads bring traffic. Images convert it.
Promoting ASINs for Maximum Impact
Not all products are equal. Treat them differently.
- Emerging ASINs: New launches. Push them hard with Sponsored Products and Sponsored Brands.
- Leading ASINs: Best-sellers. Protect them with aggressive ads to stay on top.
- Potential ASINs: Moderate sales. Targeted campaigns can tip them into growth.
- Long ASINs: Slowing down. Use Sponsored Display to revive interest.
Tailor your spend. Don’t spread it evenly.
The Flexibility of Digital Advertising
Why stick to old-school advertising when digital gives you:
- Precise targeting: demographics, interests, behaviours.
- Measurable results: every click, view, and conversion tracked.
- Cost control: CPC or CPM models.
- Agility: test, adjust, repeat.
This is why Amazon digital advertising outpaces traditional methods—it’s flexible and accountable.
Common Pitfalls to Avoid
- Chasing quick wins instead of long-term awareness.
- Skimping on creative quality.
- Ignoring brand-related KPIs like impressions or reach.
- Running Amazon campaigns in isolation from your wider marketing.
Avoid these, and you’re already ahead of half your competitors.
Integrating Amazon Into Your Marketing Mix
Amazon shouldn’t live in a silo. The best results happen when ads align with your other channels. Sync campaigns with social, influencer work, and email marketing. Insights from Amazon—like keyword trends—can feed your whole digital strategy. This is where Amazon advertising specialists shine. They don’t just optimise ads—they help tie Amazon into your bigger picture.
Future Trends in Amazon Advertising
Keep an eye on what’s next:
- More video formats: Sponsored Brands Video is just the start.
- AI-driven targeting: even sharper audience segmentation.
- Connected TV (CTV): Fire TV and Twitch open doors for awareness at scale.
Early adopters will get the edge.
Final Thoughts
Boosting awareness on Amazon isn’t optional anymore—it’s survival. From display advertising Amazon to DSP video, the tools are there. The brands that invest in visibility today are the ones shoppers will still be buying from tomorrow. And you don’t have to go it alone. Partnering with an Amazon advertising agency UK or experienced specialists can save you time, cut wasted spend, and get results faster. Because at the end of the day, Amazon digital advertising isn’t just about transactions. It’s about building a brand that people recognise, trust, and come back to.
If you’re ready to take brand awareness on Amazon to the next level, we’re here to help. We design and manage advertising strategies that build recognition, trust, and long-term growth. Whether you want to launch a new product, strengthen a best-seller, or expand into new markets, contact us at Lezzat, and we’ll guide you through every step.
In the meantime, feel free to browse our other blogs and care studies. We share real examples, strategies, and lessons that you can apply straight away to your own Amazon journey.
