Debating The Value of Amazon Advertising
)
This panel discussion, "Debating The Value of Amazon Advertising," brought together experts from All Things Amazon, Kukoon Rugs, BDO Eaton Square, and Scholl's Wellness Company to assess the effectiveness of paid search in eCommerce. The session provided a comprehensive examination of the advantages and limitations of Amazon advertising.
Listen To The Full Session
Key Insights
Differing Views on Amazon Advertising
Paul Walsh: Paul Walsh, founder of All Things Amazon, argued against the common perception of Amazon advertising as a "friend" to sellers. He shared that his agency often limits ad spend due to diminishing returns, suggesting that the effectiveness of Amazon advertising decreases over time.
Amy Lynch: Amy Lynch, Global Senior eCommerce Manager at Scholl, countered Walsh’s point. She emphasised that advertising is a crucial investment area with significant impact on sales. However, she noted that successful campaigns require a long-term strategy.
The Role of Organic and Paid Advertising
Aftab Saleem: Aftab Saleem, managing director of an e-commerce consultancy, highlighted the synergy between organic and paid advertising on Amazon. He explained that advertising not only boosts immediate sales but also enhances reviews and visibility, which in turn improves organic rankings.
Ronan Kitson: Ronan Kitson, former Data Analyst at Kukoon Rugs, provided a retailer’s perspective. He focuses less on broad sponsored brand campaigns and more on targeted product advertising to achieve efficient returns.
Advertising Spend and Business Models
The panelists discussed varying views on the optimal advertising spend as a percentage of sales. The recommendations ranged from 2.5-5% to 10-15%, reflecting different business models and philosophies. This variance underscores the need for businesses to tailor their advertising strategies to their specific goals and contexts.
Short-term Gains vs Long-term Growth
Walsh concluded with a critical insight: unlike other growth strategies, the benefits of Amazon advertising diminish when spending is reduced. This makes it more effective for achieving short-term sales boosts rather than fostering long-term growth.
The panel offered a balanced view of Amazon advertising, highlighting its potential benefits while also cautioning against overreliance. For businesses navigating the complexities of eCommerce, these insights provide valuable guidance on leveraging Amazon advertising effectively.
Even more inspiring sessions at eCommerce Expo
Latest News
-
)
Camilla Mackay-Wilson, Head of E-Commerce, Retail at Soho House, shares her career journey and insights into the world of eCommerce. She discusses her path from Marks & Spencer to leading digital stra ... -
)
The 2025 eCommerce Awards are now open for entries, and the search for the industry's best is officially on. -
)
Martina Guizzardi, Global Senior CRM & Loyalty Lead at Oner Active, shares key career lessons, consumer insights, and strategies for building lasting customer relationships. -
)
eCommerce Expo is delighted to introduce our newly formed 2025 Advisory Board – an impressive assembly of eCommerce visionaries poised to transform the event landscape. -
)
After years of decline, eCommerce is showing signs of recovery. What’s driving this shift, and is the industry finally bouncing back? -
)
Andy Mulcahy, Strategy and Insight Director at IMRG, reflects on the challenges and growth patterns of eCommerce in 2024, highlighting sector winners, market shifts, and what lies ahead for online ret ... -
)
We are delighted to announce the launch of Growth Summit 2025, an exclusive, invite-only event taking place on 24th September 2025 at ExCeL London, brought to you by eCommerce Expo and IMRG. Designed ... -
)
Discover how Frankie Thorogood built and scaled multi-million-pound eCommerce brands, navigated challenges, and learned invaluable lessons in entrepreneurship. From risk-taking to resilience, get insi ... -
)
The ever-evolving world of eCommerce and marketing has seen transformative shifts this year. Here's what stood out in 2024.... -
)
Black Friday 2024 showed positive revenue growth, marking the first uplift since 2020, but traffic remained subdued, dampening the overall success. Year-on-year comparisons were skewed due to the timi ... -
)
Retailers are gearing up for the biggest sales event of the year, but with shifting dates and unpredictable shopping habits, it’s a rollercoaster ride. Andy Mulcahy, Strategy and Insight Director at I ... -
)
Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
In this exclusive interview, we sit down with Ramona Gohil, founder of the feminist jewellery brand Rani & Co. From humble beginnings to TikTok-fuelled success, Ramona shares her journey, insights int ... -
)
ECommerce has been in the doldrums for a few years now, with negative revenue growth, lower conversion and dips in site traffic becoming an accepted part of market conditions; that has been the post-p ... -
)
Meet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
)
If you are a regular reader of this column, you’ve probably gotten used to the updates often containing news that don’t paint a great picture of eCommerce performance. But I’m just the messenger! I ca ... -
)
Meet Adam Ull, Global Product Information Lead at H&M, who is transforming commerce by using data and AI to enhance customer experiences across digital channels. He discusses building agile systems an ... -
)
In the ever-evolving world of eCommerce, UK merchants must adopt strategic approaches to ensure sustainable growth both at home and abroad. In our recent webinar featuring Emily McMorran, CX Lead at w ... -
)
Some essential tips to help you deliver an impactful presentation with Alyssia Smith, Senior Content Manager at eCommerce Expo and Technology for Marketing -
)
A new source of information for businesses wanting to expand and increase their customer base. -
)
What a miserable year it’s proving to be for eCommerce. Revenue has performed well below expectation, site traffic overall has seen barely any growth in 2024 so far and conversion remains suppressed. ... -
)
Shaun Loughlin, Head of eCommerce at LeMieux, shares his 20-year journey in retail and eCommerce, emphasising international expansion strategies. -
)
Discover how Deliveroo enhances grocery delivery by partnering with retailers, offering logistics, and advanced tech integration, ensuring fast and reliable customer service. -
)
Explore how increasing discount usage in eCommerce is impacting revenue growth in 2024. Discover the trends, challenges, and strategies retailers are employing to navigate tough trading conditions. -
)
Big Bus Tours transformed its digital marketing amid COVID-19, leveraging local insights and tech innovations. The result? Increased revenue, higher click-through rates, and record-breaking digital pe ... -
)
We are thrilled to reveal the initial category finalists for the 2024 eCommerce Awards. -
)
Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet SJ, AllSaint's Global Leader in CX, Fraud & D2C, as she tells you more about implementing AI at a major British fashion retailer, as well as strategies for payment security and fraud prevention -
)
The UK eCommerce market has underperformed in 2024, with actual revenue growth consistently below forecasts, though some sectors like health & beauty show resilience and potential for improvement. -
)
Insights on the transformative impact of generative Artificial Intelligence in eCommerce from daily applications to long-term implications.
){kind=logo}
)
)
)
.png/fit-in/500x500/filters:no_upscale())
){kind=logo}
){kind=logo}
)
){kind=logo}
)
