Sponsored Products are one of the most popular and effective marketing tools that Amazon provides to help brands reach customers. These cost-per-click ads promote individual product listings by appearing where customers will see them when searching on Amazon, such as the first page of shopping results.
Sponsored Products allow advertisers to choose their budget, bids, and targeting parameters. This helps brands of any size reach a wide variety of goals, including generating awareness of a new product, promoting seasonal items, clearing excess inventory, or showcasing best-selling items.
Amazon has recently begun running a new type of ad set that promotes highly rated Sponsored Products. As you can see in the screenshot below, Amazon will select a group of similar Sponsored Products that have been rated highly by customers. These new ad sets are presumably shown to customers who have shown an interest in these types of items based on Amazon’s vast collection of user search data.
While brands have no control over whether their highly rated Sponsored Products will show up in this new ad format, it underscores the importance of not only promoting products on Amazon that have high ratings, but also generating positive ratings and reviews for your listings. Fortunately, Amazon has a few mechanisms in place to help sellers acquire reviews, including Amazon Vine and the Early Reviewer Program. To learn more about building authentic reviews for your product listings, view our best-practices guide.
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