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Reaching new audiences, beyond Amazon walls, with first party data

In a cookieless world, it’s critical that you leverage first-party data in every way that you can. And one way that is proving to have significant reach is with Amazon’s DSP. Whether you’re an endemic business (selling products on Amazon) or a non-endemic business (not directly selling on Amazon; restaurants, airlines, banks or insurance companies), the Amazon DSP is a powerful platform that will future-proof your advertising post third-party cookies.

The reason being is that Amazon’s first-party data simply isn’t available on any other ad platform, like Google or Meta. As Amazon receives over 2.5 billion logged-in visitors a month who shop, browse, stream and play, it is uniquely positioned to collect unmatched amounts of rich consumer data, coming from not only the millions of people all over the world that shop on Amazon marketplace, but also the further millions that use Amazon-owned platforms such as Amazon Prime, Twitch, Audible, Alexa, Goodreads, IMDb, and more.

This first-party data gives you the ability to pull unique, nuanced, and most importantly, anonymised data via Amazon DSP and build specific audiences with it. Looking to advertise home insurance, cue people buying basket-loads of new home goods. People who are watching specific gardening programmes may be interested in your garden supplies or your outdoor dining venue. Those who are reading books set in the French Riviera may be interested in a holiday, or a bikini, or some sunscreen. These are just a few examples of how broad and varied Amazon’s first party data can be, and with the right profiling and targeting, we can help you build audience groups that are either already proven to be effective, or brand new ones that could potentially open up whole new segments. And it doesn’t matter whether you’re an endemic or a non-endemic business, this first-party data is ready for you to use, both on and off Amazon.

Reach customers with a diverse advertising ecosystem

And because of how broad Amazon’s advertising ecosystem is (think Twitch and Audible), the ability to engage with audiences on these platforms opens up exciting opportunities for businesses looking to tap into these rapidly growing channels. And stand out from an increasingly competitive market.

Here are a couple of ways you can get creative with your adverts:

  • Level up with voice-activated, interactive “Alexa” ads

In today’s world, two things take the gold: relevancy and convenience. And Amazon’s interactive ad types combine the two seamlessly.

Customers can use their interactive “Send me more information” command to add products to their carts directly, or if they hear an Audio advert, they can ask “Alexa, send me more info” and have an email sent directly to their inbox. Simplifying the customer journey in ways we haven’t seen before.

And the results speak for themselves:

  • 1.1x higher brand awareness
  • 1.3x greater performance in consideration metrics vs. ads without an Alexa CTA
  • 2.3x greater performance in purchase rate metrics vs. ads without an Alexa CTA

Say hello to unique connected home sequential messaging strategies
We all know that customer journeys are now non-linear and messy, but with the right omnichannel approach, that doesn’t need to be a problem. Thanks to Amazon’s unique and ever-growing ecosystem, you can advertise your brand with sequential messages across devices like never before. By presenting users with a series of ads that build upon each other, you can create a cohesive and persuasive narrative that leads to conversions.

Take this sequential message strategy for example:

  1. Introduce a new premium coffee blend (think leveraging exclusive CTV inventory on Amazon Prime)
  2. Suggest the customer brews cafe-quality coffee at home via their Alexa as they get ready for work
  3. Incentivise their first order with a discount
  4. Keep your brand front-of-mind with sponsored ads while they shop on Amazon
  5. Remind them with an abandoned cart message
  6. Check out and sale complete

By tapping into Amazon’s first-party data, you can create innovative and effective campaigns that help you reach hyper-targeted audiences based on customer search and buying behaviour. And most importantly, stand out and ultimately drive conversions.

So, are you ready to unlock new opportunities?

Our seat on Amazon’s DSP signifies our commitment to staying at the forefront of programmatic advertising. And with this access to Amazon’s DSP, we are positioned to offer our clients unparalleled opportunities to reach their target audiences with precision and impact.

To access an Amazon DSP directly is out of many marketers’ reach, with minimum spends being set around $1M annually Of course there are other resellers, but we believe we offer a lower point of entry compared to most Amazon resellers.

Not only are we confident that we can achieve exceptional ROI and results, we’re also proud to offer our clients more accessible entry points to Amazon Advertising, with lower and more flexible minimums.

In other words; our seat on Amazon DSP is a game-changer. It unlocks access to invaluable retail data, extends your reach across the open web, and gives you access to exciting opportunities within Amazon’s ecosystem.

We look forward to leveraging this opportunity to help you create innovative and successful advertising campaigns and continue to push the boundaries of what is possible in the digital marketing landscape.

Want to find out more? Get in touch.