Amazon is piling ads into search results as top consumer brands pay up for prominent placement
Sponsored product ads accounted for roughly 73% of retailers' Amazon ad spend in the second quarter of 2021, according to digital marketing agency Merkle.The Amazon logo displayed on a smartphone and a PC screen., and the top of the web page will show you a mix of popular brands like Colgate, Crest and Sensodyne. Try a separate search for "deodorant" and you'll first see products from Secret, Dove and Native.
"There's fewer organic search results on the page, so that increasingly means the only way to get on the page is to buy your way on there," said Jason Goldberg, chief commerce strategy officer at advertising firm Publicis. An example of a mobile search for "toothpaste" on Amazon shows a sponsored brand ad at the top of results.
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