The Daily Review

The Daily Review


Amazon Advertising Vs. Ad Station


Amazon Advertising and Ad Station

Amazon is undoubtably the largest e-commerce marketplace in the world. Learning to navigate it can be tricky. There are millions of items available to buyers from Amazon, vendors, and third party sellers. How do you compete with them and get your products in front of potential buyers? The best way to do this is to go through Amazon Advertising (formerly Amazon Advertising Services or AMS).  Before we explore how Ad Station by Reviewbox helps you navigate Amazon Advertising, let's take a look at what Amazon Advertising is and what it does.

What is Amazon Advertising?

Amazon Advertising is the Amazon owned portal where vendors and sellers create ad campaigns for their products, as Sponsored Products or Sponsored Brands (formerly Headline Search Ads). Each service on Amazon Advertising uses a pay-per-click, auction-based pricing model. Pay-per-click (or PPC) means that an advertiser will not be charged per impression (when it appears in a search result) but only when a prospective buyer clicks on the ad and is taken to the product landing page or brand store.

Both Sponsored Products and Sponsored Brands are keyword targeted ads - meaning select keywords will prompt Amazon to display your ad based on your bid for that keyword. When creating a campaign, you place a bid by setting the maximum amount that you are willing to pay when a customer clicks an ad for your product. The more competitive your bid is, the more likely it is that your ad will be displayed.

Sponsored Products Vs. Sponsored Brands 

Sponsored Products enables you to promote an individual product from your brand with ads that may appear in highly visible placements on Amazon, such as embedded at the top, middle, or bottom of organic search results. Sponsored product ads resemble an organic search result, aside from small label marking is as “Sponsored”. When customers click your ad, they are taken to the advertised product’s detail page and you are automatically charged for their click.

Example of search results for "white down comforter king"

Sponsored Brands promote multiple products or titles within your brand with a custom headline and logo within the ad. Ads drive customers to a product detail page or Store. If a customer clicks one of the specific product images, they will be taken directly to the product detail page for that product and if a customer clicks the image or the ad copy, they will be taken to a customized landing page, such as a Store. Ads may appear in prominent placements in search results, such as in a banner at the top, bottom or side of search results page.


Example of Sponsored Brand Ads displayed in heading of search results page

What is Ad Station and How Does it Differ from Amazon Advertising?

Ad Station is an Amazon Advertising management tool designed to help you save time by providing automated reports, customized bid management, campaign tagging, and campaign scheduling. It also provides automatic visualizations on your Ad Station Dashboard so you can easily track data for views, sales, CTR, and ACoS, in turn, saving you valuable time since you no longer have to cull through raw data. Simply put, Ad Station is a smarter way to manage campaigns on Amazon Advertising.  

Visualizations and Reports

As a brand you know how important historical data can be for your company. Amazon Advertising reports are only retained 60 days on their portal which can be a problem if you need to access data from a previous campaign. Ad Station keeps that data for you indefinitely. As a result, Ad Station clients have reported that since using Ad Station, they no longer have to set reminders for themselves to log into the AMS portal to download reports and now they have freed up that time and energy to focus on other things.

In Ad Station, you can instantly view Sales, ACoS, Clicks, and Impressions over time. You can also compare metrics across periods based on a custom date selection. Besides the dashboard, you can download an Excel report summarizing your sales, spend, and ACoS over time along with keyword and campaign activity. The report even notifies you of campaigns that are under performing. 

The Amazon Advertising portal has very limited visualization capabilities and reporting. In order to capture the same information our platform provides, users have to download three separate Excel files from the same time period and manually report on the metrics of interest.

Example of data visualization featured on Ad Station

Campaign Management

Vendors and sellers that manage more than one brand or marketplace must login into the AMS portal with different accounts. In addition,  they must also distinguish campaigns with complex naming conventions. In Ad Station, users can easily search for campaigns and keywords by creating customs tags. This should be useful, for example, if you need to organize your campaigns by different promotion periods. 

For agencies managing multiple vendor and seller central accounts, you can link multiple ad accounts into one Ad Station account. Afterwards users can toggle between different accounts easily using our marketplace and account filters. 

Ad Station Campaign Management Tool

Detailed Event Log

Ever think of your campaigns and ask yourself “What was the keyword bid before? Did I pause this campaign yesterday or two days ago?”

Ad Station provides a detailed event log to help you keep track of all campaign status changes, keyword bid updates, and budget updates so you can easily answer those nagging questions. Amazon Advertising does not track this information so you are responsible for manually tracking all changes you make on your campaigns.

Automated Bid Management

Optimize your campaign goals with Ad Station’s automated bid management. Identify target ACoS or sales goal and iteratively apply bid changes. Couple that with our reporting and visualizations to identify if you are moving closer to your goals. In contrast, when relying solely on Amazon Advertising to manage campaigns,  you must manually change keyword bids and wait to see what happens.

Campaign Scheduling

Ad Station allows you to schedule your campaigns to run on certain hours and days of the week to maximize high traffic or minimize cost. In contrast, with Amazon Advertising, you must remember to log in and update campaign status’s to conserve budget or target high traffic times. Hope that doesn’t effect your day off!

In conclusion, we must face the fact that one of the best ways to get your products seen by buyers on Amazon is through Amazon Advertising. The good news is we are here to help brands make the most out of their campaigns with Ad Station.

Learn more here: Introducing Ad Station from Reviewbox