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Ultimate Guide to Amazon Advertising
Expand Your Brand Online and Offline with Amazon Advertising Amazon is where consumers search, learn about, and shop for your products (whether from you or another seller). And with 310 million active users and counting, this is the ecommerce platform you can’t afford to ignore. Amazon advertising and customer growth expert Timothy P. Seward shares nearly two decades of expertise in retail and ecommerce to lift the veil on doing business on Amazon. Seward shows you how to build an aggressive, streamlined advertising campaign, increase your search visibility, consistently capture consumer demand, and accelerate new product sales without big-budget national ad campaigns. You'll learn how
214 pages, Paperback
Published May 21, 2019
22 people are currently reading
33 people want to read
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Displaying 1 - 8 of 8 reviews
July 23, 2019
This book starts off with a good understanding of Amazon, how the company is organized for sales, and its impact on the retail marketplace. This book is a resource for those who sell on Amazon. There are sections about building your own brand and how to position it on Amazon to maximize your sales.
The author gives advice for a novice on up. For the more experienced Amazon seller, this may not offer enough new things, but could be a solid refresher. However, for the newbie, I think that this would be a valuable resource with many of your questions answered in one book. It written simply in a way that is easy to understand and follow the instructions and tips offered.
You can skip to the sections that pertain to where you are in your life cycle as a seller on Amazon. There are even performance metrics offered to measure how your product(s) are doing, such as KPIs (Key Performance Indicators). The chapters are short and to the point. There is even a chapter on Strategies for Amazon Prime Day.
The author has done a fairly thorough job of going through each step to lead you and your product to success on Amazon. The book includes some screenshots to illustrate and clarify along with a glossary.
Note; I received a review copy from Netgalley; this is my honest opinion. As an Amazon customer, I have been curious as to how someone would get started selling on Amazon. My questions were answered.
The author gives advice for a novice on up. For the more experienced Amazon seller, this may not offer enough new things, but could be a solid refresher. However, for the newbie, I think that this would be a valuable resource with many of your questions answered in one book. It written simply in a way that is easy to understand and follow the instructions and tips offered.
You can skip to the sections that pertain to where you are in your life cycle as a seller on Amazon. There are even performance metrics offered to measure how your product(s) are doing, such as KPIs (Key Performance Indicators). The chapters are short and to the point. There is even a chapter on Strategies for Amazon Prime Day.
The author has done a fairly thorough job of going through each step to lead you and your product to success on Amazon. The book includes some screenshots to illustrate and clarify along with a glossary.
Note; I received a review copy from Netgalley; this is my honest opinion. As an Amazon customer, I have been curious as to how someone would get started selling on Amazon. My questions were answered.
August 2, 2020
Ultimate Guide to Amazon Advertising
Timothy Seward
2019
3.5 stars. It could have been a 4 but was discouraging. Maybe that should make it a 5?
Amazon is not just a place to put up a shop and go. It is a place to work, advertise, promote and grow your shop. So understanding this platform better be part of your plan.
It is a good book if you want to build an Amazon business. After starting with enthusiasm, it convinced me that I did not.
Still it is a good book if you are considering an Amazon business or using Amazon to grow your business. One thing was clear this Amazon is the gorilla in the room.
Notes:
1: Free and determinism, I was told, are like a game of cards. The hand that is dealt you represents determinism. The way you play your hand represents(s) free will. Norman Cousins
4: in the US alone, 95 million households (our of 125 million total) have an active Amazon Prime membership
20: Amazon Seller Central is where you’ll spend much of your time as a seller; it’s also where you’ll find the tools you need to manage your inventory on the Amazon marketplace.
EN: Reminds me of Job Central the TSE (Total Sales Environment) that Honeybee/Jeff was creating.
22: The Amazon Marketplace Dilemma
33: All things being equal (and of course they rarely are) a compelling price wins.
36: Of course, it’s entirely possible you’ll get some free (organic) traffic from Amazon. But organic traffic will only get you so far. The way to grow…by using paid advertising on Amazon.
42: Here are three of the most common objectives you may wish to choose from:
1. Promote your brand
2. Get rapid growth
3. Get sales at a target return
45: Advertising Cost of Sales: ACoS = Ad Spend / Sales
52: Customer service is at the heart of what you do as a brand.
53: Hayagreeva Rao, Harvard Business Review: examines the progressive manner in which 17th century pirates managed the assignment of job duties.
Here are six Amazon specific questions we like to ask our clients when helping them form their unique strategy:
1. How competitive is your category?
2. What is your fulfillment strategy versus your competitors?
3. How are your product reviews versus your competitors?
4. What is your listing quality versus your competitors?
5. What is your pricing compared to your competitors?
6. How are your product bundled compared to your competitors?
67: I’ve already briefly mentioned Vendor Central and Seller Central….
It is clear that there is a lot to learn and I am not for the learning of it. Strategy will remain my game. If we are going to be pirates let’s choose which kind!
73: One of the major benefits of Amazon Stores is that you can send traffic from Sponsored Brands and other channels (such as Facebook) to your store
99:Dos and don’ts for sponsored brands ad submissions ~ Timothy Seward
110: Upsell and add-on
115: The insights gained through this data can be leveraged to optimize your advertising efforts.
116: Fast-forward to February 2002, when Google launched their pay-per-click business model for Adwords
2005: Google bought Urchin Software Company, rebranded it as Google Analytics, and made it free to use.
127: Peel and stick also ties into the 80-20 rule, also known as the Pareto principle – which says that 80% of effects can be attributed to 20% of the causes
Scanning for concepts
167: Advertisements for books
169: As a general rule the most successful man in life is the man who has the best information ~ Benjamin Disraeli
179: Hire people who are better than you are, then leave then to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. ~ David Ogilvey
198: Ecommerce optimizes for convenience and cost, but humans are optimized for physical experiences.
Go to www.roirevolution.com/amazonadvertising https://www.roirevolution.com/
Timothy Seward
2019
3.5 stars. It could have been a 4 but was discouraging. Maybe that should make it a 5?
Amazon is not just a place to put up a shop and go. It is a place to work, advertise, promote and grow your shop. So understanding this platform better be part of your plan.
It is a good book if you want to build an Amazon business. After starting with enthusiasm, it convinced me that I did not.
Still it is a good book if you are considering an Amazon business or using Amazon to grow your business. One thing was clear this Amazon is the gorilla in the room.
Notes:
1: Free and determinism, I was told, are like a game of cards. The hand that is dealt you represents determinism. The way you play your hand represents(s) free will. Norman Cousins
4: in the US alone, 95 million households (our of 125 million total) have an active Amazon Prime membership
20: Amazon Seller Central is where you’ll spend much of your time as a seller; it’s also where you’ll find the tools you need to manage your inventory on the Amazon marketplace.
EN: Reminds me of Job Central the TSE (Total Sales Environment) that Honeybee/Jeff was creating.
22: The Amazon Marketplace Dilemma
33: All things being equal (and of course they rarely are) a compelling price wins.
36: Of course, it’s entirely possible you’ll get some free (organic) traffic from Amazon. But organic traffic will only get you so far. The way to grow…by using paid advertising on Amazon.
42: Here are three of the most common objectives you may wish to choose from:
1. Promote your brand
2. Get rapid growth
3. Get sales at a target return
45: Advertising Cost of Sales: ACoS = Ad Spend / Sales
52: Customer service is at the heart of what you do as a brand.
53: Hayagreeva Rao, Harvard Business Review: examines the progressive manner in which 17th century pirates managed the assignment of job duties.
Here are six Amazon specific questions we like to ask our clients when helping them form their unique strategy:
1. How competitive is your category?
2. What is your fulfillment strategy versus your competitors?
3. How are your product reviews versus your competitors?
4. What is your listing quality versus your competitors?
5. What is your pricing compared to your competitors?
6. How are your product bundled compared to your competitors?
67: I’ve already briefly mentioned Vendor Central and Seller Central….
It is clear that there is a lot to learn and I am not for the learning of it. Strategy will remain my game. If we are going to be pirates let’s choose which kind!
73: One of the major benefits of Amazon Stores is that you can send traffic from Sponsored Brands and other channels (such as Facebook) to your store
99:Dos and don’ts for sponsored brands ad submissions ~ Timothy Seward
110: Upsell and add-on
115: The insights gained through this data can be leveraged to optimize your advertising efforts.
116: Fast-forward to February 2002, when Google launched their pay-per-click business model for Adwords
2005: Google bought Urchin Software Company, rebranded it as Google Analytics, and made it free to use.
127: Peel and stick also ties into the 80-20 rule, also known as the Pareto principle – which says that 80% of effects can be attributed to 20% of the causes
Scanning for concepts
167: Advertisements for books
169: As a general rule the most successful man in life is the man who has the best information ~ Benjamin Disraeli
179: Hire people who are better than you are, then leave then to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. ~ David Ogilvey
198: Ecommerce optimizes for convenience and cost, but humans are optimized for physical experiences.
Go to www.roirevolution.com/amazonadvertising https://www.roirevolution.com/
January 24, 2021
The book is published in the Series 'Ultimate Guide to' and, in this instance, debating the subject of Amazon Advertising. Is it a resource for self-study? More than a basics 101 introduction?
The author Timothy P Seward presents a neatly conceived, very readable resource, and starts from scratch in PPC advertising, applied to the Amazon Seller marketing activities.
The book is didactic in its concept, offers theory and practical examples and in between a lot of insider knowledge and experience.
When reading through the publication it feels slightly annoying to see texts almost entirely copy pasted for very similar even though slightly different approaches in Seller and Vendor marketing modalities.
Wouldn't it have been more efficient to show the differences in a more space-saving way?
At hindsight, there are probably arguments in favour of separating the two subjects, and it appears to be a thoughtful approach for readers who search for focused information.
At that instance clearly separated explanations make sense, while helping to mix information and thus avoid confusion.
But it remains a fact that at times the reader has the impression that available space is not always filled, at the level of the layout or wordy passages.
But all this is largely compensated by high quality content reflecting deep knowledge of this specialized subject. Especially towards the end of the book the author shows the high science of marketing data analytics and the spheres in which companies can create the 'real' added value in ads launched on the Amazon Marketing systems.
As is always with paper-based resources, they are published at a certain point in time (2018), while the presented subject constantly evolves. This is also true for the Amazon Advertising and Marketing platforms. To compensate for this development the interested reader is offered a link to new and up-to-date electronic resources published on a dedicated website.
Overall this is a very helpful guidebook, can be used by beginners and intermediate level users, with promises that can be fulfilled, but there is more in the depth and this book has the advantage of honestly showing that these higher spheres exist, while operations in this very specialized domain remain the privilege of the top analytic specialists who are able to distil the real benefits, ultimately the increased sales figures, brand awareness, and other enhanced values to the benefit of sellers and their advertised products.
A recommended read for its clear educational presentation of the materials, the knowledge and expertise shared, less half a star (4.5) for the useless white pages, where the information avid reader would have liked to have absorbed more of author Timothy P Seward's insights.
The author Timothy P Seward presents a neatly conceived, very readable resource, and starts from scratch in PPC advertising, applied to the Amazon Seller marketing activities.
The book is didactic in its concept, offers theory and practical examples and in between a lot of insider knowledge and experience.
When reading through the publication it feels slightly annoying to see texts almost entirely copy pasted for very similar even though slightly different approaches in Seller and Vendor marketing modalities.
Wouldn't it have been more efficient to show the differences in a more space-saving way?
At hindsight, there are probably arguments in favour of separating the two subjects, and it appears to be a thoughtful approach for readers who search for focused information.
At that instance clearly separated explanations make sense, while helping to mix information and thus avoid confusion.
But it remains a fact that at times the reader has the impression that available space is not always filled, at the level of the layout or wordy passages.
But all this is largely compensated by high quality content reflecting deep knowledge of this specialized subject. Especially towards the end of the book the author shows the high science of marketing data analytics and the spheres in which companies can create the 'real' added value in ads launched on the Amazon Marketing systems.
As is always with paper-based resources, they are published at a certain point in time (2018), while the presented subject constantly evolves. This is also true for the Amazon Advertising and Marketing platforms. To compensate for this development the interested reader is offered a link to new and up-to-date electronic resources published on a dedicated website.
Overall this is a very helpful guidebook, can be used by beginners and intermediate level users, with promises that can be fulfilled, but there is more in the depth and this book has the advantage of honestly showing that these higher spheres exist, while operations in this very specialized domain remain the privilege of the top analytic specialists who are able to distil the real benefits, ultimately the increased sales figures, brand awareness, and other enhanced values to the benefit of sellers and their advertised products.
A recommended read for its clear educational presentation of the materials, the knowledge and expertise shared, less half a star (4.5) for the useless white pages, where the information avid reader would have liked to have absorbed more of author Timothy P Seward's insights.
June 2, 2019
Timothy Seward offers so much valuable information in his Ultimate Guide To Amazon Advertising. He includes basic information on the selling platform as well as tips and steps to setting up an online business. The Amazon specific information is well laid out and easy to follow. I have a much better understanding of Search Engine Optimization and key words now. The info on differentiating which type of business suits your product and business strengths best was clear and concise. Mr Seward writes quite conversationally and this book is an excellent reference tool whether or not you choose to avail yourself of the Amazon platform.
I received my copy through NetGalley under no obligation.
I received my copy through NetGalley under no obligation.
November 9, 2019
This is nothing short of the most detailed and most practical guide to advertising on Amazon for vendors and sellers.
I have been using the Amazon platform as a seller for years and only used the advertising part sporadically, but after reading this book, this will definitely change. There are tips on every aspect, from optimizing your listings, keywords, managing your ads, bids and just about everything under the sun.
This book is my go-to guide for the listings on Amazon for a foreseeable future. Nothing short of excellent.
I have been using the Amazon platform as a seller for years and only used the advertising part sporadically, but after reading this book, this will definitely change. There are tips on every aspect, from optimizing your listings, keywords, managing your ads, bids and just about everything under the sun.
This book is my go-to guide for the listings on Amazon for a foreseeable future. Nothing short of excellent.
March 1, 2019
This book was so thorough and clear. Timothy's tone makes each step-by-step process feel so easy to follow, and he really demonstrated his knowledge of the platform with expert recommendations. I would highly recommend this book for ANYONE selling on Amazon—whether you're a business owner or simply a Marketing Specialist looking to tap into the Amazon advertising world.
June 29, 2019
I found the book in Amazon placement very well structured and applicable to vendors and sellers. The book delivers what is says and gives a very good overview on step by step advertising. If you are a startup, this book is probably not for now, however, still worth reading. It can help with some free tools, ideas and strategies still applicable outside Amazon.
December 29, 2020
While this wasn't for me since it was geared towards a different aspect of selling on Amazon, it was well done with a lot of valuable information should I ever decide to sell products through this distribution channel!
Displaying 1 - 8 of 8 reviews