January 2025: Welcome to the New Year. 2024 saw another decrease in organic search results per page with 15-20% less organic results per page on Amazon searches since November. 60-70% of the top search results are now ads.
In addition, Amazon’s expanded its ‘collections’ in results. New arrivals, Customers Frequently Viewed, Brands Related to your search? All sponsored. A mobile user typically sees ads on 50-60% of the screen per swipe.
This increase in ads has been growing over the past few years, but it’s now reached a new level. While it may not seem a big deal for the Amazon customer, it’s a huge deal for your brand; there are simply less slots for organic search results and it can directly impact your sales and profitability.
This is a major shift that brands needs to take note of. Amazon is unique among all marketplaces for it’s unique selling engine that actively moves up good selling items in organic search results constantly. In addition, getting a conversion on a paid term actually helps your organic ranking; the engine learns from both paid and search activity.
Yeoman has always built this organic / paid synergy into our AMS campaign models, creating a plan that grows both. As a rule of thumb, a strong brand and with a integrated AMS strategy should be able to profitably grow on Amazon by allocating 5-11% of their revenue projections to AMS campaigns.
We’re retooled all client campaigns based upon this latest shift. If you’re not watching your AMS carefully you may be claiming victory for your 2024 results without realizing you likely pulled away from organic sales.
Want to learn more? Contact us today