2020年Q2亚马逊广告指标报告.docx

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Sponsored Products account for 88% of all Amazon ad spend, excluding DSP.
Across same SKU conversions in addition to total conversions and new-to-brand conversions in understanding the value driven by Sponsored Brands ads. Top of search placements far outpaced other placements in the share of total Sponsored Brands conversions that were same SKU.
Share of Amazon US Sponsored Brands Conversions Attributed to
Same SKU Purchases by Ad Placement
Q2 2020
source: anonymized Tinuiti advertiser data, 2020
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Top of search results drive nearly half of Sponsored Products sales.
While the top of search results accounted for just 3% of total Sponsored Products impressions in Q2, these placements accounted for 29% of clicks and 43% of spend on their way to driving 46% of sales. With average expected sales per click varying significantly for the different placements, advertisers must be able to use bid adjustments effectively in order to maintain efficiency targets across all possible placements.
Amazon US Sponsored Products Share by Ad Placement
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Sponsored Products impression shares by placement return to pre-COVID levels.
At the end of Q1 the share of Sponsored Products impressions coming from placements other than those at the top of search results or on product detail pages dropped significantly, in turn driving total impressions for the format down. However, in mid-May impression share from these other placements rebounded, and the timing of the rebound suggests that many of these temporarily discontinued impressions are placed on the Today's Deals page, which returned to the Amazon site right as impressions began to return to normal.
Amazon US Sponsored Products Impression Share by Placement
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More than 75% of sales attributed to Sponsored Products occur within 24 hours of