You can make the best product in the world, but if you’re not telling that story to your customers, you’re coming up short.

That’s doubly true in ecommerce, where consumers can't gauge the look and feel of a product. But world-class marketing makes all the difference. If you can recapture that in-aisle experience through audio, video, and visuals, you’re on your way to eliminating the disadvantages. And that’s where Recom’s marketing and advertising experts can help.

Why Amazon? The Power of Discovery

By simply doing business on Amazon, you’re already one step ahead in the marketing game. The platform dominates the product discovery space. Just look at the numbers:

• Amazon: 66%

• Search Engines: 20%

• Brand Website: 4%

• Retailer Website: 4%

• Another Website: 4%

• Social Media: 1%

• Other: 1%

Likewise, studies show that 79% of consumers utilize Amazon for product research — an impressive figure illustrating the platform's importance in a true omnichannel strategy. By carefully targeting your DTC and Amazon ad spends, you can establish a complementary dynamic that drives customers, no matter where they might be, to your products. And that figure is even more impactful when you look at the runner-ups for consumer research:

• Search Engines: 32%

• Retail Websites: 25%

• Brand Websites: 20%

Reaching Customers with Retail Media Ads

Ad spending is evolving. And retail media advertising is where the money is heading, projected to grow from 18.6% in 2024 to over 22% through 2028. Meanwhile, traditional search ad spend is anticipated to decline from 8.6% in 2024 to just 0.9% in 2028.

So, what is retail media advertising? Put simply, retail media ads are just like traditional media ads — they’re just targeted for retail outlet platforms, not TV networks or publications. According to The Week, an eMarketer report forecasts that retail media spend will grow from $54 billion this year to $129 billion by 2028 — and that’s just in the U.S.

Amazon and Social Media: A Match Made in Heaven

In August, Amazon introduced the ability for shoppers to purchase products from social media apps, making seamless shopping easier than ever. See an ad or influencer promoting a product you want on Facebook, Instagram, Snapchat, Pinterest, or TikTok? If you link your Amazon and social media accounts, you can purchase it without ever leaving the app, as well as view product details, images, availability, Prime eligibility, price, and estimated delivery date.

“We also make it easy for social media influencers to curate their Amazon product recommendations for their followers, making it easier for customers to discover the latest holiday trends and gift ideas they see online this season,” Amazon states on its blog.

Capturing Conversions

Three times stronger than the average ecommerce conversion rate, Amazon gives brand teams greater peace of mind for more consistent sales — especially when guided by top-notch experts like those at Recom.

When factored into a robust on- and off-Amazon marketing strategy, the results are remarkable. Driving traffic to Amazon results in an average boost of 24.5%, with the most prominent contributors being:

• Search engines: 41%

• Display ads: 25%

• Social media: 22%

• Email: 5%

• Video: 3%

And with Amazon Marketing Cloud, it’s easier than ever to connect the dots. There’s a push-pull effect when marketing directly to the consumer on Amazon, with on-Amazon discovery and off-Amazon ads working in tandem to drive customers in the right direction. A truly robust toolset ensures that your Amazon advertising doesn’t target your DTC shoppers or loyal consumers — and that adds up to saved margins and ad spends.

Between Amazon Ads’ event-level datasets and advertiser-owned datasets, advertisers can optimize spends to maximize return on investment. And with aggregated and anonymous query outputs customizable for audience segments, campaigns, geographical locations, devices, ad types, dates and more, you can target as broadly or granularly as your strategy demands.

Given the tools in play, the 200 million subscriber base, and the combination of on- and off-Amazon marketing, it’s possible to achieve a true omnichannel view with the largest ecommerce marketplace. It simply takes a little know-how. And that’s what Recom brings to the table. Our advertising and marketing experts stay ahead of the Amazon curve, monitoring platform changes and applying optimizations as they occur.

If you want to learn what the Recom team can do for you, don’t hesitate to contact us!