Sources from the ad industry have shone a light on how fast Amazon ad budgets are growing. Reports from various media agencies show that brands have been moving up to 50 percent[1] of their previous Google search spend to Amazon ads[2]. With shifting budget comes the need for more intentional Amazon SEO.
A report by Jumpshot notes that what used to be Google’s share of product searches just three years ago is now Amazon’s and vice versa. The report says that by 2018, 54 percent of product searches began on Amazon[3] compared to those that began on Google, at 46 percent. Granted, shoppers who found products through Amazon took relatively longer to make a purchase. Additionally, Google has a more diverse field for advertisers to play on — YouTube in particular.
Nonetheless, Amazon is proving to be a serious contender[4] in the Google-dominated space. To marketers, this means the work is only beginning when it comes to optimizing product copy for Amazon’s algorithm, Amazon A9.
Amazon is being used for product discovery
This trend shows that Amazon is becoming a center for product discovery. On the other hand, Google is being used to validate the purchase. To understand the pricing, quality standards or brands, consumers still have to turn to Google.
According to Jumpshot, almost 90 percent of product views on Amazon result from search and not advertising, product aggregators or merchandising.
As a brand, now you know that most of your customers are searching for your product on Amazon right now. They don’t have time for banners and merchandising placements. They type in a product name, and within seconds, they have what they