Recently, Amazon announced a number of updates to Sponsored Brand Ads (formerly Headline Search Ads) additional placements on desktop and mobile, expanded bidding capabilities, and enhanced reporting insights.
The intentions behind these updates are simple – to increase reach, efficiency, and overall performance of an already lucrative, albeit highly competitive, ad type.
This could possibly be a really good thing for advertisers who want to further scale their Amazon programs by increasing brand awareness and driving incremental sales. But, it’s a good idea to not jump to this conclusion prematurely based on the analysis done by Search Engine Land of multiple high-volume retailers leveraging Amazon’s Sponsored Brand Ads.