Amazon Ads

What Stevin gets out of Amazon Ads

Amazon Ads is indispensable if you sell on Amazon: Sponsored Products, Brands and Display drive purchase intent directly in the marketplace, exactly where people are already buying. For retail and CPG brands, that is not an option but a given. We use it where Amazon is a real sales channel and not a side effect. Where it pinches is that Amazon is its own world with its own KPI, ACoS, which says nothing about your brand-wide profitability. And the spend is rarely placed next to your inventory or your other media, while those three have everything to do with each other. Stevin runs as a layer on top of your stack and pulls the Amazon data in through the API, next to your feeds, inventory and media mix. A campaign that keeps running on a product that is nearly out, or spend that drifts away without return: that becomes a signal a person sees in time, instead of something ACoS hides.

What you pair it with

Choosing Amazon Ads means you want to connect your product feed, inventory and campaigns, because steered separately they work against each other. You need your inventory data and your broader media mix alongside it to weigh fairly. The risk is that Amazon becomes an island with its own success figure that nobody places next to the rest. In practice: make sure feed, inventory and spend come into one picture, otherwise you steer on ACoS and not on what your brand keeps, and Amazon stays separate from your real media decisions.

Common mistakes

• →Steering on ACoS when it says nothing about your brand-wide profitability.
• →Decoupling inventory and campaigns, so you keep paying for a product that is nearly out.
• →Judging Amazon spend apart from the rest of your media mix.