As sinister as the title may sound, there is a way an Amazon seller can do this using Amazon’s Demand Side Platform. This method is both completely whitehat and not really utilised by many sellers. This is something we have done for our clients over the last few months and have seen some incredible results. Whats more fascinating is the fact that our client’s competitors don’t even know that this is being done.
What is Amazon DSP
To start with, you need to understand what Amazon DSP is before we can even explain how Amazon let you do this shady sounding tactic. The DSP stands for Demand Side Platform, and this is a system for advertisers to purchase and manage ad inventory from multiple ad sources through one single interface. This falls into the realms of programmatic advertising and Amazon’s DSP we believe is one of the most underrated and most powerful.
How to steal sales from competitors through Amazon DSP
You would first need access to an Amazon DSP account. Once you are in the program, you would need to follow the steps below:
1. Create an Audience
You would need to start by creating an audience through Amazon DSP and this can be found on the top-level under “Audience”.
You are then required to select, “Products Beta” followed by next.
At this stage, you are given the option to insert ANY ASIN to target. This is where you can have some fun. You can insert as many different competitor ASIN’s in as you like.
It gets better….. Amazon also allows you to create an audience of all the people to have purchased through that ASIN that can go back as much as 365 days!
Once you have your audience created, you simply wait 24 hours before using this as a form of targeting.
2. Advertise to this audience
Within 24 hours you should find this audience within the “Targeting Segments” section in the line item settings. You can then pick a segment to target and away you go!
Here are just some of the ways we use this feature:
- General Competitor remarketing – we initially target those who have viewed our competitor products and have not purchased. This audience is targeted in and out of Amazon.
- Product Purchase remarketing – If some of our clients sell products that are likely to be purchased on a regular basis such as supplements or pet food, we target those who have already purchased the product 20-30 days ago and may require a topup.
- Complement remarketing – We also target audience that has purchased a particular item that you can then reach remarketing with a complimentary product. For example, those selling coffee beans can target Amazon users who have just purchased a coffee machine.
If you have any further questions about how this works and how it may possibly benefit your business, feel free to reach out.