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September 20, 2021 07:26 pm

Amazon is Piling Ads Into Search Results

An anonymous reader shares a report: Search for "toothpaste" on Amazon, and the top of the web page will show you a mix of popular brands like Colgate, Crest and Sensodyne. Try a separate search for "deodorant" and you'll first see products from Secret, Dove and Native. Look a little closer, though, and you'll notice that those listings are advertisements with the "sponsored" label affixed to them. Amazon is generating hefty revenue from the top consumer brands because getting valuable placement on the biggest e-commerce site comes with a rising price tag. "There's fewer organic search results on the page, so that increasingly means the only way to get on the page is to buy your way on there," said Jason Goldberg, chief commerce strategy officer at advertising firm Publicis. For consumers looking for toothpaste on Amazon, getting to unpaid results requires two full swipes up on the mobile app. ntil recently, Amazon put two or three sponsored products at the top of search results. Now, there may be as many as six sponsored products that appear ahead of any organic results, with more promotions elsewhere on the page, said Juozas Kaziukenas, who runs e-commerce research firm Marketplace Pulse. The number of ads that appear differs depending on the exact search term and other factors such as whether users are shopping on desktop, mobile or in the Amazon app, Amazon says.

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