Amazon Advertising Sponsored Products vs. Criteo Commerce Max (Retail Media)

It's a necessary platform to maximize your growth on Amazon, as with any other retailers that have launched or are developing their own platforms. However, it helps to gain a competitive edge and build your brand. Relatively cheap to get started, but needs a dedicated advertising budget as costs will rise with campaign success.

Incentivized

Well suited--customizable enough to go to market efficiently and quickly. Not well suited--Plug-in multiple demand sources, improved targeting integrations with first-party data.

• Sponsored ads and PPP helps us to emerge top ranking ads, we count more clicks.
• It is cost effective since WE do pay when a buyer clicks rather than impressions.
• Improving the search engine optimization of our brand.

Incentivized

• Intuitive dashboards and reporting
• Custom templates for display media
• Flexibility in terms of setting guardrails for targeting

• Self Service Amazon ADs take some time to set up.
• Making a custom AD can be a challenge.
• Functionality of the platform has improved, but needs some tweaks.

Incentivized

• Exportable insights at a brand, page, and placement level
• Segmentation API service to better manage first-party data
• Opportunity for non-custom implementation to allow for scalable solutions, such as programmatic backfill

Intuitive and easy to use.

The cost/ROI is not where I would like it to be, but I can glimpse the improvements that have been made are making a difference. My expectation is that they will get to a place where the ROI has been adequately addressed. I think the sales have sharpened over the COVID nonsense since stores are shuttering. This has increased the market share for anyone advertising on Amazon.

Incentivized

Retail Media by Criteo's support at the start (with ERMS and Hooklogic) was pretty poor, with support SLAs exceeding 72 hours. This has changed over time to having a dedicated team--therefore the 7 rating and not 8.

Google advertising is by far the leader in digital ad platforms, Amazon [Advertising] Sponsored Products really only addresses the need to promote listings on Amazon.com. Sponsored products does not address the need for off-site media, so google advertising is essentially the top of the search funnel whereas sponsored products would be at the bottom of the funnel where conversion happens.

Incentivized

Cost of integration is low with Retail Media by Criteo, and Criteo's network of sponsored products is strong.

• It has been easy to improve global reach by creating sponsored products campaign.
• Paying only when clients click the link helps us to eradicate losses.
• Improving company SEO across search engines.

Incentivized

• Increased net revenue
• Increased profit
• CTR is unchanged (but this can be improved with better opportunities for targeting)