Amazon Introduces Marketing Solutions to Help Sellers Using Buy with Prime Attract Amazon Shoppers and Grow Sales
September 14 2022 - 12:30PM
Business Wire
Sponsored Brands ads on Amazon and new product
pages within a participating seller’s brand store lead shoppers to
direct-to-consumer sites offering Buy with Prime
Amazon-funded social media ads help Buy with
Prime sellers reach shoppers on Facebook and Instagram
The Buy with Prime Marketing Toolkit lends
Prime branding to seller marketing
Today at Accelerate, Amazon’s annual seller conference, Amazon
(NASDAQ: AMZN) announced new marketing solutions that enable
direct-to-consumer (DTC) ecommerce sellers to reach engaged Amazon
shoppers and help drive sales on their own sites. Amazon is
piloting the solutions as part of Buy with Prime, a new program
that enables sellers to offer Prime shopping benefits to shoppers
off Amazon.
“Direct-to-consumer online sellers struggle with two key
pain-points: driving traffic and converting shoppers. With the
launch of Buy with Prime, sellers have begun to increase conversion
by offering shopping benefits that millions of Prime members love
and trust—including fast, free delivery and a seamless checkout
experience,” said Peter Larsen, Amazon’s vice president of Buy with
Prime. “Now, we’re taking the next step by piloting marketing
solutions to help Buy with Prime sellers attract more engaged
shoppers to their sites.”
Advertise Buy with Prime products on Amazon
Participating sellers can showcase their DTC products on Amazon
with a new Buy with Prime page within their brand’s store, a
customizable multipage storefront on Amazon. Sellers can then
direct Amazon shoppers to those DTC products by using Sponsored
Brands, which are customizable ads for brands.
Sponsored Brands appear in prominent places within shopping
results on Amazon. When a shopper clicks on a Sponsored Brands ad,
it takes them to the new Buy with Prime page within the brand
store’s page on Amazon. From this new page, shoppers can preview
product details and choose to purchase the product directly from
the seller, off Amazon, by using Buy with Prime.
Together, Sponsored Brands ads and the new Buy with Prime stores
pages help Buy with Prime sellers reach relevant shoppers on Amazon
and direct them to their own DTC sites. Both solutions are now
available in an invitation-only beta.
Reach more shoppers on Facebook and Instagram
Co-branded Buy with Prime social media ads, which are funded and
managed by Amazon, help participating Buy with Prime sellers reach
shoppers on Facebook and Instagram and drive traffic to products on
their DTC sites. Potential customers see ads from Amazon’s Buy with
Prime page on Facebook and Instagram that feature specific sellers.
When the shopper clicks on that ad, they’re taken to a product
detail page on the seller’s DTC site where they can purchase
directly from the seller using Buy with Prime. Co-branded social
media ads are now available in an invitation-only beta.
Marketing to Prime Members
The Buy with Prime Marketing Toolkit allows sellers to leverage
the recognized and trusted Prime brand to drive shoppers to their
DTC sites. The toolkit provides the Buy with Prime badge, which
sellers can feature in their marketing alongside their own brand
and Buy with Prime products. This enables sellers to show they
offer Prime shopping benefits on their own DTC site—including fast,
free delivery; a seamless checkout experience; and free returns on
eligible orders. The Buy with Prime Marketing Toolkit is a free
resource available to all sellers with active Buy with Prime
product listings.
“Conversion on our site has increased over 40% since we started
using Buy with Prime, and we expect that number to go up,” said
Oliver Crane, chief operating officer of Epic Water Filters. “Being
able to offer Prime shopping benefits and reach more customers
interested in our products—that’s huge for a small business like
us. The Buy with Prime badge shows customers they can buy our
products, directly from us, with the backing and trust of
Prime.”
“It’s tough to gain shoppers' trust to make a purchase on our
own website, but the Buy with Prime badge gives them peace of mind
knowing their orders are fulfilled by Amazon with the Prime
delivery promise,” said Patrick Sean Briseno, ecommerce and
marketing manager at Great Circle Machinery. “Buy with Prime
already accounts for about half of our total sales on our site.
We’re excited to see how our sales grow as we take advantage of
these new marketing solutions that help us reach more Prime
members.”
To learn more about Buy with Prime, visit
buywithprime.amazon.com.
Every year, Amazon invests billions of dollars to improve the
infrastructure, tools, services, fulfillment solutions, and
resources dedicated to helping sellers succeed. Sellers are
responsible for more than half of Amazon’s physical product sales;
sellers in our store employed and provided jobs for more than 1.5
million people in the United States.
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, commitment to
operational excellence, and long-term thinking. Amazon strives to
be Earth’s Most Customer-Centric Company, Earth’s Best Employer,
and Earth’s Safest Place to Work. Customer reviews, 1-Click
shopping, personalized recommendations, Prime, Fulfillment by
Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire
tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology,
Amazon Studios, and The Climate Pledge are some of the things
pioneered by Amazon. For more information, visit amazon.com/about
and follow @AmazonNews.
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