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Amazon has become an increasingly competitive sales channel with the added capabilities of advertising and new third-party seller strategies. But, more brands are finding success on Amazon and watching it overflow into their off-Amazon business. In this post, we will dive into some of the key contributors to this phenomenon. Continue reading to learn more about why your brand’s Amazon presence matters to its off-Amazon success.

Mobile Devices Play a Major Role in Price Checking

Almost everything is possible on a smartphone. Our attachment to these devices and the need for instant gratification has changed how we shop in-store. According to a study, 60% of shoppers in a brick and mortar location use e-commerce apps to check prices. As a result, it's even more important for brands and retailers to streamline their in-store and online experiences. 

At Marketplace Strategy, we recommend clients that have a brick and mortar presence, optimize their entire Amazon presence for mobile. This will ensure all product information is easy to find and understand so shoppers can conduct research quickly.

Advertising on Amazon Can Drive In-Store Traffic

Using a mix of search and programmatic advertising on Amazon has a direct impact on a brand's success on and off-Amazon. Search advertising is used to increase a brand's discoverability and awareness. Between 10% and 60% of search ads also overflow to a brand’s off-Amazon business. On the other hand, programmatic advertising reaches shoppers across the entire funnel and re-engages them. Between 70% and 90% of Amazon DSP ads drive sales to other channels.  

We encourage our clients using search advertising to also leverage Amazon DSP. Running both search and programmatic advertising will likely results in a sales increase. 

Online and Offline Data Can Improve Customer Experience 

In-store shopping is certainly not dead, but it is changing. As a result, the pressure to provide a custom or unique experience online and offline has grown. Brands can do this by leveraging technology in-store to gather even more insights. For example, using voice search enabled devices, like Alexa in-store. Or, more prevalent technology like automated checkouts.  

The data made available through these technologies and programmatic advertising is invaluable. Brands have a clearer view of what really matters to a customer. As a result, they can better target their audiences with stronger messaging, whether they’re in-store or online.

Consider this information as you move forward in planning your brand’s Amazon strategy. Every effort to optimize within the channel has the potential to impact your off-Amazon business. If you’re looking for support from a strategic partner, schedule a free consultation. As always, we’re here to answer any questions.