Since the pandemic, eCommerce has become a focus of attention. With an increasing trend of small to large scale businesses making a shift to digital, it is more than clear that eCommerce is here to stay. With Amazon being the world’s largest eCommerce platform for merchants across the world, the race to reach and connect with desired customers before the competition is never ending. For the millions of active sellers on Amazon including cross-border eCommerce merchants, do more effective ways of capturing desired audiences, driving loyalty and scaling conversions exist?

The answer is yes. While product quality and a positive purchase experience are the basis for attracting loyal customers, marketing strategy is also key. SP is the most common form of advertising for many Amazon stores where keyword search optimization, brand exposure and clicks help us better understand and obtain consumer insights. However, other more specific advertising methods that take into account precise audience targeting to influence consumer behavior exist too; That is where paid display advertising through Amazon’s demand-side platform or best known as Amazon DSP comes in.