Amazonthe exclusive beta launch of non-endemic businesses is a game-changing opportunity for service businesses to tap into the e-commerce giant’s vast customer base.

With access to Amazon’s extensive user data from Prime Video, Music, Audible and Alexa devices, businesses can target potential customers like never before.

This article explores the key takeaways from my agency’s inclusion in the non-endemic advertising beta, providing a roadmap for service businesses to engage audiences and drive lead performance.

What are non-endemic ads on Amazon?

Non-endemic ads refer to ads from companies that do not sell physical products on Amazon, but rather offer services or solutions outside of retail.

Traditionally, Amazon is known for its product-centric ads, which feature products such as electronics, clothing, and household items.

However, with this new non-endemic beta, service companies can now advertise on Amazon to target its large user base.

Targeting with Amazon user data

Amazon’s targeting capabilities are its biggest asset. By leveraging user interest and purchase data, you can reach potential customers in a highly targeted way.

For example, an Internet service provider could target users who are browsing gaming equipment, catching them while they are out shopping.

To further refine targeting, consider life events, such as moving, that may indicate timely needs for the department in question.

Understanding Amazon shopping habits and life stages of your target customer is essential for effective ad targeting.

Competitive bidding management and campaign structure

To thrive in Amazon’s non-endemic advertising environment, you need two things: smart bidding and well-structured campaigns.

Although non-endemic ads do not directly compete with product ads in terms of conversions, they do compete for limited and valuable ad space. Since Amazon’s primary goal is to sell products, rampant ads often take priority.

For example, an Internet service provider targeting “gaming keyboards” could lose prime advertising space to a product advertiser belonging to the same interest group.

Endemic ads dominate top search placements, pushing non-endemic ads to less visible areas like the home page or the bottom of search results.

To secure coveted ad space, it’s imperative to monitor your bid performance daily and adjust aggressively to keep pace with changing Amazon averages.

A well-structured campaign is just as important, the cornerstone of success on Amazon, as with Google Ads and Microsoft Ads.

Segment each audience into its own campaign to enable precise budget management and identification of the best performing interest groups.

Avoid grouping similar audiences into a single campaign, as this can dilute targeting and hurt performance.

By defining a unique, high-intent audience per campaign, you increase your chances of winning ad space and reaching engaged users.

Tracking challenges and solutions

Initially, Amazon’s beta only tracked page visits, optimizing bidding for that metric. This approach, common at Google and similar platforms, is counterproductive on Amazon.

Since Amazon users are ready to shop, they are more likely to convert on the platform than on your website.

To accurately measure performance beyond page visits, implement UTM tracking and use Google Analytics or third-party tracking solutions, as Amazon does not natively support conversion tracking.

While Amazon now offers lead forms on the platform, streamlining lead capture like Meta And LinkedIn – integrating these leads into your CRM requires tools like Zapier.

Optimize advertising creation

Compelling ad creative and messaging are key to capturing attention and driving engagement. Always use high-resolution images to convey quality and instantly capture attention.

Write clear, concise copy that highlights your unique value proposition from the customer’s perspective. Think about how your service fits into their daily lives. Although Amazon only allows no-copy images, you can upload your logo to build brand awareness.

Ad copy options are also limited. Initially, Amazon prohibited pricing in advertising messages, but has since introduced a “terms apply” checkbox, allowing promotional offers such as “buy one, get one free” or “free trial.”

To optimize performance, regularly A/B test images and messages in your campaigns. It’s also imperative to use different images that resonate most with each audience segment.

Industries that should use Amazon’s non-endemic ads

To determine whether Amazon non-endemic ads are right for your business, you need to consider your industry and sales cycle.

Our beta testing found that industries with longer lead times tend to perform better.

For example, universities and car dealerships have seen significant success, with lead quality improvements of 30% and 25% respectively compared to their other marketing channels.

Their potential customers often research for weeks or months before making a decision.

On the other hand, emergency services like HVAC and plumbing, which require immediate action, may not be the best solution.

These industries have fast conversion times and rely heavily on phone calls for form submissions, making Amazon ads less effective: we saw less than 5% of leads coming from this channel.

Non-Endemic Ads for Growth

Amazon’s non-endemic advertising platform represents an exciting frontier for service businesses to reach and engage their target customers.

By leveraging Amazon’s vast user base and powerful targeting features, advertisers can drive meaningful connections.

The strategies outlined in this article, from selecting the right industries to mastering bid management and campaign structure, provide a roadmap to success.

As you begin using non-endemic advertising, remember to stay agile, continually refine your approach, and capitalize on Amazon’s scalable features to maximize lead performance and customer growth.