Amazon ads drive as many sales in other channels as on Amazon, according to recent statistical analysis from Analytic Partners.
The impact of Amazon display ads is even more skewed. On average, 70% of sales spurred by those ads occur in brick and mortar or other channels. The exact percentage varies by company, and increases in tandem with the individual brand’s percent of non-Amazon sales.
What’s more, marketing on Amazon, particularly paid search, influences shoppers’ choices over time, not just in the moment.
Experts speculate that Amazon advertising has such broad and long-lasting impact because consumers leverage the site as a shopping comparison tool. 80% of digital shoppers use Amazon to discover new products, 61% to research different brand options. Americans view the site as a highly trusted source of current pricing, product information and recommendations. Shoppers often use Amazon for research while physically present in other channels and sometimes gather data over time for future purchases.
Sources: Analytic Partners 2019, eMarketer 2018
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)