Amazon Business Placements Overview & Strategy

In this episode of "That Amazon Ads Podcast," Stephen and Andrew discuss Amazon Business Placements and their impact on advertising strategy. They analyze data from a home improvement brand, revealing that Amazon Business sales constitute a small percentage of total sales with conversion rates similar to other placements. They highlight that placement modifiers stack additively, emphasizing the importance of understanding their combined effect on bids. While Amazon reports higher conversion rates on B2B placements, Stephen and Andrew's data show mixed results, suggesting it's case-specific. They advise listeners to focus on core performance drivers like bid management and keyword harvesting, as Amazon Business Placements may not significantly impact most businesses. They also touch on sponsored display targeting for B2B audiences and the limitations of downbidding on business placements.