Advertising on Amazon that promotes products or services not directly sold on the platform is increasingly prevalent. For example, a car insurance company might run ads on Amazon, even though Amazon does not sell car insurance. This allows brands to reach a large and diverse audience who are actively shopping and browsing, even if their products are unrelated to the items being purchased.
This strategy enables brands to tap into Amazon’s vast user base and sophisticated targeting capabilities. The platform’s extensive data on consumer behavior allows advertisers to reach specific demographics and interest groups. It also provides a valuable opportunity for brand building and driving traffic to external websites, contributing to overall marketing goals beyond direct sales on the e-commerce site. Historically, advertising on Amazon primarily focused on products available for purchase there; the shift to incorporate external, unrelated offers represents a significant evolution in the platform’s advertising ecosystem.
