WHEELING, W.Va., July 9, 2024 — Amazon has taken a significant step in revolutionizing digital advertising by extending its lead generation tools to non-sellers. This move is set to level the playing field for businesses of all sizes, allowing them to leverage Amazon’s vast data ecosystem to engage with potential customers more effectively.
Why we care:
Amazon’s new lead generation ad type allows advertisers to grow their customer base and gain access to Amazon’s data-rich environment even if they do not sell products through the platform.
How it works: Customers can now sign up for information directly within the ad creative, without leaving the website they are browsing.
- Ads appear on Amazon’s homepage and product detail pages, and their owned sites such as Twitch and IMDb and third-party destinations.
- Placements are automatically optimized according to targeting strategies and desired outcomes.
What came before?
Amazon began looking into non-seller solutions last year. Contributor Navah Hopkins of Search Engine Land, who wrote about the beta solution, verified that customers could not previously complete a lead form but that it is now available to all.
The big picture: Amazon is using its extensive network and billions of user signals to assist non-Amazon sellers in connecting with potential customers.
- This feature aims to level the playing field for businesses of all sizes by providing access to Amazon’s extensive data ecosystem.
What’s next?
Businesses interested in accessing this beta feature can contact their Amazon Ads Product Development Manager (PDM) for detailed information on how to access the beta feature through the Ad console.
Between the lines: With this strategic move, Amazon signals to compete more aggressively in the broader digital advertising space. By offering these advanced capabilities to non-sellers, Amazon is positioning itself as a formidable player in the digital ad market beyond its own e-commerce platform.