{"id":28510,"date":"2024-07-08T08:06:43","date_gmt":"2024-07-08T16:06:43","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=28510"},"modified":"2024-07-15T22:34:09","modified_gmt":"2024-07-16T06:34:09","slug":"why-non-endemic-brands-should-use-amazon","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon\/why-non-endemic-brands-should-use-amazon\/","title":{"rendered":"Why non-endemic brands should use Amazon","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Non-endemic brands, like insurance companies or car dealers, are finally starting to experiment with Amazon advertising. <\/p>\n\n\n\n

That is largely because Amazon is expanding its ad inventory, most recently by integrating ads into Prime Video and Thursday Night Football. These are valuable, large-exposure platforms that non-endemic brands love. <\/p>\n\n\n\n

Amazon also has multiple ad formats made just for non-endemics. Sponsored Display ads allow them to advertise on Amazon even if their product isn\u2019t on the site, and DSP ads let them harness Amazon\u2019s shopper data in order to reach people around the web.<\/p>\n\n\n\n

The logic for a non-endemic brand using Amazon is simple. Amazon knows a lot about what its shoppers might be up to, based on their purchase habits. <\/p>\n\n\n\n

Let\u2019s say someone buys a bunch of storage boxes on Amazon. They might be about to switch homes, and so it\u2019s a good time for a moving company to show an ad to them. <\/p>\n\n\n\n

Or if they buy a bunch of baby products on Amazon, an insurance company might decide it\u2019s a good moment to pitch them on life insurance. <\/p>\n\n\n\n

Amazon\u2019s data offers a lot of potential for non-endemic advertisers. The problem for non-endemic brands has always been about reach and measurement on Amazon. <\/p>\n\n\n\n

Wait, what is a non-endemic brand? <\/strong><\/h3>\n\n\n\n

\u201cNon-endemic\u201d basically refers to companies that don\u2019t have products on Amazon\u2014or that don\u2019t sell typical physical products at all. <\/p>\n\n\n\n

A non-endemic brand might sell insurance or vehicles, or it might operate a physical store, like a local pharmacy or restaurant. <\/p>\n\n\n\n

Non-endemic brands still account for a small share of the overall ad spend on Amazon. <\/p>\n\n\n\n

But as Amazon\u2019s reach grows and its measurement capabilities become more sophisticated, there are more features than ever for your typical non-endemic brand to grab onto. <\/p>\n\n\n\n

How Amazon is leveling up measurement for non-endemics<\/strong><\/h3>\n\n\n\n

Let\u2019s say you\u2019re spending a lot on Amazon DSP ads. Amazon can not only put your brand in front of far larger audiences than before\u2014it can also slice and dice those audiences with more granularity. <\/p>\n\n\n\n

First-party data uploads<\/strong>. Non-endemic brands that are considering investing on Amazon will probably wonder: How many of my customers are also Amazon\u2019s customers? <\/p>\n\n\n\n

There\u2019s one way to answer that question: Upload your first-party data\u2014customer lists, newsletter subscriber lists, etc\u2014into Amazon Marketing Cloud, and let Amazon match your shoppers to its shoppers. <\/p>\n\n\n\n

For the record, this is all done in a privacy-safe way, and Intentwise can now do it for you<\/a>. <\/p>\n\n\n\n

You can refine your audiences as you like, such as segmenting your first-party audiences by high- or low-value customers. You can use these connections for your own analysis\u2014how much overlap do you have with Amazon?\u2014as well as for audience targeting or exclusion. <\/p>\n\n\n\n

Maybe you want to exclude your first-party shoppers from your Amazon DSP campaigns, for instance, or you want to upsell or cross-sell to shoppers who took specific actions on both your website and on Amazon. <\/p>\n\n\n\n

(We talk about the 1P upload process and how to evaluate match rates <\/em>here<\/em><\/a>.)<\/em><\/p>\n\n\n\n

In-store data<\/strong>. Amazon\u2019s new NCS CPG Paid Insights Stream feature remains one of the least explored avenues for non-endemic brands. But it also might be among the most promising. <\/p>\n\n\n\n

Through this subscription, which we discussed in more depth here<\/a>, Amazon can match shopper groups to in-store purchasers. So you can see how your Amazon ads impacted purchases across several major retailers.<\/p>\n\n\n\n

Of course, if you have first-party data on your in-store customers, uploading that to AMC is still probably the best course of action. <\/p>\n\n\n\n

But if your visibility into who buys from you in a physical store is limited, this subscription will probably go a long way in measuring the full impact of your Amazon ads. <\/p>\n\n\n\n

Lead-gen ads<\/strong>. One of the newest features from Amazon is the ability to add lead-gen forms to your Sponsored Display ads.<\/p>\n\n\n\n

Instead of referring shoppers back to your website, which used to be the only CTA available to non-endemic brands, now you can encourage them to fill out a signup form with their name and email address. <\/p>\n\n\n\n

You keep that name and email data. <\/p>\n\n\n\n

The benefit here is you can not only re-market directly to these interested customers\u2014you can also more directly see who is actually taking action based on your DSP ads. It improves measurement for non-endemic brands. <\/p>\n\n\n\n

Granular audiences for non-endemic brands<\/strong><\/h3>\n\n\n\n

Amazon\u2019s audience creation capabilities are becoming more sophisticated by the day, and a lot of it is highly relevant to non-endemic brands. We\u2019ll talk more about these audiences in the future. <\/p>\n\n\n\n

But for now, we\u2019re going to highlight one type of audience filter in particular for a moment\u2014geographic exclusions<\/a>. <\/p>\n\n\n\n

It\u2019s a simple capability that is also very powerful. A lot of non-endemic brands don\u2019t operate everywhere. Even within the U.S., an insurance company or a bank might be in some states, but not others. Same for a restaurant or grocery chain. <\/p>\n\n\n\n

The more local you get, like to a local doctor\u2019s office, the more true this becomes.<\/p>\n\n\n\n

Luckily, Amazon now makes it easy to segment your audiences geographically. You can immediately exclude shoppers who live in zip codes where your stores or your products don\u2019t exist, for instance. <\/p>\n\n\n\n

Or you can go after only shoppers who live in a specific state or zip code of interest. Let\u2019s say you opened a new location in one town, and you want to tell local residents there. <\/p>\n\n\n\n

Amazon\u2019s robust geographic filters can go a long way in helping refine your audience.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

Non-endemic brands, like insurance companies or car dealers, are finally starting to experiment with Amazon advertising.  That is largely because Amazon is expanding its ad inventory, most recently by integrating ads into Prime Video and Thursday Night Football. These are valuable, large-exposure platforms that non-endemic brands love.  Amazon also has multiple ad formats made just […]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":28511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[19],"tags":[97,96,155],"class_list":["post-28510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","tag-amazon-marketing-cloud","tag-mobile","tag-newsletter"],"yoast_head":"\nWhy non-endemic brands should use Amazon<\/title>\n<meta name=\"description\" content=\"Amazon's new features make it easier for non-endemic brands to reach granular audiences and to better capture shopper interest.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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