Comprehensive analysis of Amazon advertising and seller account types

Amazon provides a series of advertising solutions and seller account types to help merchants increase product exposure and sales. Understanding this information is crucial to optimizing your marketing strategy. This article will take an in-depth look at Amazon’s advertising types and types of seller accounts.

Three main types of Amazon ads

1. Product display ads

Product display ads are limited to Vendor Central and Vendor Express, allowing sellers to target specific product categories with ads. Merchants can choose to target similar products from competitors or conduct broader advertising based on consumer interests. These ads typically appear on product detail pages, search results, right columns, bottom of pages, and customer review areas, and typically have higher conversion rates than interest-based ads.

2. Sponsored product advertising

Sponsored product ads are keyword-based ads, which are divided into two methods: “manual keyword positioning” and “automatic keyword positioning”. Manual keyword targeting requires sellers to build a list of focused keywords and set bids, while automatic keyword targeting uses Amazon’s search intelligence to find the best keywords for sellers. These ads often appear in search results, are popular with sellers, are easy to create and can be approved within an hour.

3. Title search ads

Headline search ads are also keyword-based and appear at the top of search results. It’s flexible and can include up to three items in one ad and link to a brand page. By setting keywords and bids, sellers are able to test multiple ads to identify the best performers. This type of advertising costs relatively high and is suitable for brand building.

Four types of Amazon seller accounts

1. Amazon Seller Central (SC)

SC account is the most common third-party seller account, suitable for global stores and self-registered sellers. The SC account allows sellers to sell products directly on Amazon and has basic sales permissions. It is the first choice for most sellers.

2. Amazon Vendor Central (VC)

VC account is a dedicated platform launched by Amazon for suppliers, which usually requires invitation to register. VC provides more operational authority and sales data, which is suitable for large brands or products with higher sales volume. Once you become a VC supplier, the seller will enjoy privileges that ordinary SC accounts do not have.

3. Amazon Vendor Express (VE)

VE is a simplified account provided by Amazon for suppliers, but applications for this account are currently closed. Compared with VC, it has a higher threshold and limited functions, including product quantity restrictions.

4. Amazon Business Seller (AB)

AB account is a commercial procurement platform for enterprise users, which can provide one-stop procurement services for enterprises and institutions. Businesses can enjoy specific prices and fast delivery services, and this model is suitable for the B2B market.

By becoming familiar with the characteristics of different ad types and accounts, sellers can develop more effective marketing strategies and improve their business performance on Amazon. This understanding can help sellers seize opportunities in a highly competitive market and achieve ideal sales results.