Retargeting on Amazon: How to successfully win back lost customers

In today's digital age, it is becoming increasingly difficult to attract the attention of potential buyers and get them to make a purchase decision. Many visitors to an online store leave the site without buying anything. But thanks to retargeting on Amazon, it is possible to address exactly these customers again and bring them back into the buying process. In this article, we answer the 10 most common questions about the topic Retargeting Amazon and show you how to make the most of this powerful advertising strategy.

What is retargeting on Amazon?

Retargeting Amazon is a strategy in which potential buyers who have already viewed your products on the platform but have not made a purchase are targeted again. This is done through special ads that are repeatedly shown to these users to guide them back to the purchase decision. Retargeting aims to reach customers who are already well advanced in their buying process, such as shopping cart dropouts or product viewers.

How do you set up retargeting campaigns on Amazon?

To create a retargeting campaign on Amazon, sellers usually use Sponsored Display Ads or Amazon DSP (demand-side platform). Sponsored display ads make it possible to target users based on their previous interaction behavior. Amazon DSP allows you to design even more comprehensive and precise retargeting campaigns, which can be launched both on Amazon itself and on other websites.

Which target groups can be addressed with retargeting on Amazon?

At Retargeting Amazon The focus is on different target groups. These include:

• shopping cart abandonment: Users who have added products to their shopping cart but have not completed the purchase.
• Product viewer: Customers who have looked at a product but did not buy it.
• Past buyers: Buyers who have bought similar products in the past and are interested in upselling or cross-selling.

What advertising formats are available for retargeting on Amazon?

For Retargeting Amazon There are various advertising formats available, including:

• Sponsored Display Ads: These ads appear directly on Amazon and can target users who have already viewed your product.
• Amazon DSP: With DSP, you can display retargeting ads not only on Amazon, but also on external websites and apps. This provides greater flexibility and reach.

How is the success of retargeting campaigns measured on Amazon?

The success of a retargeting campaign is measured by specific KPIs, which reflect the return on ad spend (ROAS) and the conversion rate. These metrics show how many of the retargeted customers have actually become buyers. In addition, metrics such as click-through rate (CTR) and average order value can be helpful in evaluating the effectiveness of campaigns.

What budgets are required for effective retargeting on Amazon?

For Retargeting Amazon There are no fixed budgets. It depends a lot on the size of your target audience, the competition in your niche, and the advertising format you choose. Careful budget optimization is important to ensure that you're not spending too much on individual clicks or impressions without getting a decent conversion rate.

Which products or categories are particularly suitable for retargeting on Amazon?

Products with a high level of buying interest or those that are frequently added to the shopping cart but are not immediately purchased are particularly suitable for Retargeting Amazon. These include consumer goods, electronics, and products that can be sold frequently as part of cross-selling strategies. Seasonal products also benefit from retargeting, as the time window for purchase is often limited.

What are the benefits of Amazon DSP for retargeting?

Amazon DSP enables an even more precise Retargeting Amazon. With the DSP platform, you can place ads not only on Amazon itself, but also on external websites and apps. As a result, you have a much wider reach and can also address potential customers outside of the Amazon platform. Amazon DSP offers extended options, particularly for cross-selling strategies and brand building campaigns.

How do you avoid retargeting fatigue among customers?

Retargeting Amazon There is a risk that potential buyers will be overloaded by too many ads, which can lead to so-called “retargeting fatigue.” To avoid this, you should carefully manage the frequency of your ads and make sure that your campaigns are limited to a specific duration. It is also important to vary the content and design of the ads regularly to maintain customer attention.

How do you combine retargeting on Amazon with external retargeting?

A successful Retargeting AmazonStrategy can be supplemented by external retargeting on platforms such as Google or Facebook. By maintaining a consistent brand message across multiple platforms, you increase the likelihood that the customer will ultimately make a purchase. This combination provides a holistic user experience by picking up potential customers at various points in their customer journey.

conclusion

Retargeting Amazon is an extremely effective way to reach out to potential customers again and motivate them to make a purchase. By precisely defining your target groups, using suitable advertising formats and carefully analyzing your campaigns, you can significantly increase your sales figures. Amazon DSP in particular offers advanced options to optimize your retargeting strategy both on Amazon and on external websites. However, make sure you don't overwhelm your customers and use your ad campaigns in a targeted and thoughtful way.

‍