The Ultimate Amazon Advertising Playbook: Proven Tactics for Maximum ROI

  • 20/03/2023



With the current scenario of high inflation, increasing interest rates, and a decrease in consumer spending..

It’s crucial for marketers to utilize their advertising budgets effectively.

To achieve maximum ROI, many marketers are now opting for Amazon Ads.

Amazon’s advertising program is aimed at boosting sales to surpass its massive $280 billion revenue.

However, Amazon prioritizes customer satisfaction and will not compromise its sales for the benefit of advertisers.

To succeed with Amazon’s advertising program, it is crucial to prioritize the customer journey, just like Amazon does.

Maximizing Amazon Ad Campaigns with Customer Journey Optimization


Adopting a customer-centric approach will help you achieve success with this channel.

To make the most of your Amazon Advertising campaigns, you must connect with customers at every stage of their journey.

Your goal is to boost lifetime value and optimize the channel for maximum business value, including sales on Amazon.com and outside of it.

By focusing on the entire customer journey, you can maximize your chances of success and get the most out of your Amazon Advertising campaigns.

McKinsey & Company, a leading global consulting firm, outlines a four-step model for understanding the modern customer journey.

This model describes how consumers make decisions in a circular pattern, with four distinct phases:



  • Initial consideration
  • Active evaluation (where they research potential purchases)
  • Closure (when they make a purchase)
  • Post-purchase (when they experience the product).

By following this framework, businesses can gain valuable insights into their customers’ behavior and needs and tailor their marketing strategies accordingly.

Amazon Advertising Strategies in Phase 1: Initial Consideration



Consider utilizing Amazon’s Sponsored Brands ads, an advertising format for search, to effectively target potential customers who are in the early stages of finding solutions to their problems.

At this point, they may not have decided on a specific product and could be searching for your brand or your competitors.

With Sponsored Brands ads, you have the opportunity to capture their attention and showcase your brand as a viable solution to their needs.

Take advantage of this chance to reach potential customers and gain a competitive edge on Amazon.

For Example

Imagine you are in the market for a new laptop. You may not know which brand or model to go for, so you start with a broad search query such as “best laptops for students.”

This is where Sponsored Brands ads come in handy.

Even if your brand is not the most well-known, you can use these ads to appear in search results and catch the eye of potential customers who are still in the early stages of their research.

And if your brand is already established, it’s crucial to invest in Sponsored Brands ads to maintain visibility and prevent competitors from diverting attention away from your laptops.

So take advantage of this advertising format and stay ahead of the competition in the laptop market.

Amazon Advertising Strategies in Phase 2: Actual Evaluation



Simply getting noticed by the buyer is only the beginning of the process.

Once consumers enter the active evaluation phase, marketers must remain visible in search results and maintain shoppers’ interest in their offerings.

In other words, the work doesn’t stop once you’ve caught the buyer’s attention.

It’s essential to keep them engaged throughout the buying journey.

This is where Amazon Sponsored Products ads can play a crucial role in your advertising strategy.

To make the most of them, it’s crucial to know which keywords consumers use when searching for products on Amazon.

By identifying these keywords, you can invest in ads where your organic search rankings fall short.

If you already rank highly for certain keywords, consider using sponsored ads to boost products that aren’t performing as well in organic search.

This way, you can make the most of your ad spend and drive more traffic to your listings.

Amazon Advertising Strategies in Phase 3: Closure


Your Amazon Advertising efforts can do more than just generate direct sales on Amazon.com.

By taking charge of the first part of the customer journey and directing consumers to your product to fulfill their needs,

you can drive sales on your own e-commerce website or even in offline stores.

While measuring and quantifying these sales may be challenging, it’s crucial to remember that consumers now view Amazon

…as both a store and a product research platform.

As a result, your investment in Amazon Advertising has a broader impact on sales as a whole rather than just on a single channel.

If you want to increase your sales on Amazon.com,

it’s highly recommended to retarget people who have searched for particular keywords or checked out specific products.

This technique can be especially useful for closing deals at the bottom of the funnel.

By targeting ads on your competitors’ product pages, you may attract customers considering purchasing from your rivals.

This can help you gain more sales and stay ahead of the competition.

Amazon Advertising Strategies in Phase 4: Post-purchase

Amazon advertisers can retarget people who have purchased from them before.

This can be an incredibly effective strategy for boosting repeat sales,particularly for consumable items like groceries, vitamins, and makeup..

as well as frequently-purchased products such as batteries, light bulbs, and air filters.

Don’t miss out on the chance to leverage this powerful retargeting tool and increase your sales today!

It’s important to focus on the post-purchase phase of your business, not just for the sake of repeat sales..

but also for the impact it can have on your Amazon Advertising and organic search rankings.

Your product reviews play a significant role in these areas,

which can be beneficial or detrimental depending on the type and amount of reviews you receive.

To improve your keyword and ad rankings, it’s crucial to have a high volume of positive reviews.

To achieve this, you can send follow-up emails to customers, encouraging them to leave feedback.

This strategy is used by many successful Amazon advertisers to boost their overall marketing efforts.


In conclusion, in the current economic climate,

it’s more important than ever for marketers to optimize their advertising budgets.

Amazon Advertising is a powerful tool that can help businesses achieve their marketing goals,

but success requires a customer-centric approach that considers every stage of the buyer’s journey.

By utilizing the four-step model outlined by McKinsey & Company, marketers can tailor their strategies to the specific needs and behaviors of their customers.

From Sponsored Brands ads in the initial consideration phase to retargeting in the post-purchase phase..

Amazon Advertising offers a range of effective strategies to boost sales and improve organic search rankings.

By prioritizing customer satisfaction and positive reviews, businesses can maximize their ROI and make the most of this powerful advertising platform.

Recently Viewed Blogs

From Keywords to Sales: How to Use Amazon SEO to Your Advantage

Selling on Amazon can be a lucrative way to earn money online. However, with millions of products on the platform, it can be tough to stand out from your competition without implementing the right Amazon SEO techniques. We will review ten tips that can help increase your Amazon listings’ visibility and boost your sales. Understanding

  • 01/05/2023
Read Now

Stop Wasting Money on High ACoS: Top Strategies for Cutting Costs

Running high-converting, low ACOS ad campaigns is a nagging issue for every seller utilizing Amazon PPC. Amazon is becoming excessively pay-to-play, and aggressive bidding is now mandatory to stay in the competition.. Especially in the uber-competitive categories. But the question is… How can you stand out in such a fierce marketplace while still maintaining profitable

  • 20/12/2022
Read Now

Reinventing Product Launches: The Winning Strategies of Captens

The prospect of launching a new product into the market is a defining moment for any brand. It’s an opportunity to drive growth, enter new markets, and refresh the brand image. However, this excitement is often accompanied by challenges, especially when the niche is highly competitive. Today, we’ll explore how Captens, a seasoned marketing expert,

  • 20/07/2023
Read Now

Why You Should Invest in an Amazon PPC Agency than Doing it In-House?

If you are an Amazon seller, you KNOW the importance of optimizing your product listings for maximum visibility and sales. Part of achieving this goal involves utilizing PPC advertising, that’s not everyone’s cup of tea. While most Amazon sellers understand the benefits of PPC, many struggle with managing their campaigns effectively… Resulting in wasted ad

  • 12/07/2023
Read Now

Turn Insights into Profits: Mastering Amazon Data Transparency for Growth

In the ever-expanding world of Amazon, brands are constantly searching for ways to stay ahead of the competition. One strategy that has proven to be highly effective is leveraging Amazon Data Transparency. By understanding and utilizing the vast amount of data that Amazon provides, businesses can not only enhance customer trust … But also improve

  • 20/07/2023
Read Now

Tell Us About Your Brand

I've been working with Arqam as my PPC manager for several months, and he is fantastic. When I began working with him, I knew I was in good hands.

Kyle Hall - Brand Owner

What are you after?