Amazon Ads Growth Playbook
Reach shoppers.
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Strategy
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The Spark
Jeff Bezos realized that Amazon had overtaken Google as the #1 starting point for product searches, meaning they were sitting on the 'Highest-Intent' real estate in the world.
The Growth Engine
The 'Point-of-Purchase' Hijack & The 'Flywheel' Ranking Incentive: Amazon Ads tacticaly won by moving the ad to the 'Checkout Line'. Their growth engine is 'Sponsored Products'—allowing brands to pay for the top slot in search results where the user has their credit card already saved. By making 'Ad Spend' a factor in 'Organic Ranking,' they forced every seller to become an advertiser to survive. Their growth relies on 'The First-Party Purchase Graph'—knowing what you *actually* bought, not just what you searched for, allowing and driving a level of conversion probability that social media ads can never reach.