According to a 2018 Feedvisor study, 40% of Amazon shoppers never scroll past the first page.
Because of this, due to sheer numbers of products found on Amazon (numbering in the millions), more and more brands are turning to Amazon Marketing Services (AMS) like Headline Search Ads and Sponsored Products as a way to jump-start performance on the retail site.
This “Google AdWords for Amazon” is the fastest way to get a product discovered. Deciding to invest in AMS campaigns is a tactic, and won’t necessarily impact larger strategic objectives like growing sales, margins or market share on Amazon all by itself.
You need to have strong campaign management to go along with it, along with smart keyword selection, and branded product page experience that will amplify the effectiveness of the increased traffic.