Last year, Recode reported how Amazon had, over time, stuffed its search results with advertisements, so in order to show up in customer search results, brands were increasingly having to buy ads.
Since then it’s gotten worse.
Now 11 percent of all product views on Amazon come from sponsored listings, up 3 percentage points in just the past year, according to new data from digital research firm Jumpshot. It’s not clear if that’s because there are more sponsored ads or because sponsored ads have gotten more effective. Going to a product’s page also doesn’t necessarily mean customers will end up buying that product, but brands are nonetheless forking over money to attract these customers’ eyeballs.
Showing up higher in search results greatly affects whether people will click on and buy products. This has repercussions for both small third-party marketplace sellers that base their whole livelihoods around selling on Amazon, as well as giant brands like Samsonite, Dove, and Levi’s. Amazon didn’t immediately respond to a request for comment."
Source: Vox, 16th September 2019
Note - these may be US stats
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