Amazon Advertising Australia: 4 Reasons Why Your Business Needs Amazon Advertising

by Gerald Fisher 10 September 2022

The global behemoth that is Amazon Marketplace made the inevitable jump into the world of digital advertising in 2018. Shortly after, in 2019, Amazon advertising Australia was released. 

Here’s everything you need to know. 

Firstly, let’s set the scene. There are 300 million global Amazon users. Every month over 197 million people visit That’s a lot of buyers.  

Amazon is now surpassing Google, with 55% of global internet users turning to Amazon to search for the products they need. This is big business.   

How does Amazon advertising Australia work? 

Put simply, running ads on Amazon increases the visibility of your product in potential customers’ search results. The way Amazon advertising works is very similar to Google advertising. Advertisers bid on keywords relating to their products or business. When a user searches for these terms on Amazon, relevant ads appear in the results –  denoted with “sponsored” or “ad”. Amazon ads work on a pay-per-click basis, so advertisers are only charged when a shopper actually clicks on their product. 

What type of ads can a business run?

There are several types of ads that advertisers can choose, such as Sponsored Product or Brand ads and Sponsored Product Display ads.

Sponsored Product or Brand Ads

Advertisers can run Sponsored Product ads or Sponsored Brand ads. Sponsored Product ads highlight an individual product in search results while Sponsored Brand ads highlight 3 products from a single store – increasing visibility across more of a sellers product range. 

Advertisers can manually or automatically target keywords relevant to their audience. Automatic keyword targeting uses Amazon’s data to determine the most relevant keywords for the product. 

Sponsored Product Display Ads

The second major type of Amazon advertisements are Product Display ads. Instead of bidding on keywords, Product Display ads target users based on their interests; looking at similar, complementary and competitor product searches. 

Product Display ads allow advertisers to not only reach a wider audience but also reach their competitors’ customers and promote their product as a purchase add-on. 

Product Display Ads can be placed on related product pages, customer review pages and merchandising emails, making them extremely valuable in getting more eyes on your products. 

Why should your business advertise with Amazon Ads Australia?

1. Increase product visibility 

Due to the competitive nature of Amazon Marketplace, it’s extremely difficult for a business to appear on the first page of search results. Considering 70% of Amazon visitors never click past the first page, your search ranking can be crucial to the success of a business.  

Search result rankings are powered by the Amazon algorithm, based on factors including: a product’s title, click-through-rate, conversion rate, and verified reviews. The kicker here is, Amazon doesn’t distinguish between organic or paid activity, it is only focused on the listings quality and ability to convert. This means you can immediately put your products at the top of the search rankings, in turn increasing clicks, sales, and reviews –  if you have a quality product. Life hack: advertising on Amazon can do a world of good for your organic social performance. 

2. Reach buyers not browsers 

Amazon is uniquely positioned to reach potential customers when they are ready to buy. When a consumer searches for a product on Amazon, they usually have the intention of purchasing it. This means Amazon ad recipients are already much further down the advertising funnel than, let’s say, a user scrolling through Instagram. 

So rather than investing precious advertising budget into top of funnel activity at the early stages of the customer journey, advertisers can put their product directly in front of high-intent, ready-to-go shoppers. Bypassing the costly awareness stage of advertising and getting right down to business. 

3. Data data data 

Unlike other advertising platforms that merely infer customer shopping preferences, Amazon is able to gather valuable first-hand data about customer shopping and purchasing habits from its millions of monthly users. This provides superior ad targeting and potential for ad optimisation. And much like other platforms, Amazon offers real-time insights where advertisers can track their results and uncover insights. 

4. Cost control 

Amazon ads work on a cost-per-click basis. The amount you pay for each click is up to you, with advertisers able to set a maximum bid for each keyword. Giving them full control over advertising costs. Another benefit is that, unlike other platforms, Amazon advertising doesn’t always require the creation of additional ad copy or advertising assets. It automatically pulls existing product information from product pages, meaning businesses can trial Amazon advertising without extensive investment in resources or creative. 

Ready to unlock the full potential of Amazon Advertising for your business?

Amazon has established itself as a leading global marketplace, however, existing on the platform isn’t enough. Businesses must pay to play with Amazon advertising. A no-brainer for product-focused businesses. Considering jumping on the platform? Let our team of experts do the heavy lifting for you. Visit our website at, or drop us a line:

by Gerald Fisher