2022-08-21-Feedvisor-2022年亚马逊广告基准和趋势（EN）_14页_755kb

报告摘要

Growth Surge: Amazon advertising revenue reached $41.75 billion in early 2022, with a 32% year-over-year increase, making it one of the fastest-growing ad markets.
Brand Adoption: Over 83% of brands now use Amazon advertising, driven by its ability to reach consumers across all shopping stages, resulting in high ROI and customer loyalty.
Budget Shift: Brands are shifting ad spend from traditional channels to point-of-purchase platforms like Amazon, which saw budget increases averaging 36% monthly for brands.

Average ROI for Amazon advertising is 7x or higher for 53% of brands.
Monthly ad spend ranges from $0-100K+, with brands spending up to $100K+; 61% use Amazon to acquire new customers, leveraging Amazon's vast product assortment and checkout optimizations.
Digital format ROI: Mobile leads at 68%, followed by desktop (55%); audio ads are emerging, with 11% seeing positive ROI.

Popular Formats: Video ads (44% used) are rising, with plans for growth, followed by custom advertising solutions (41%) and audio ads (24%).
Performance: Sponsored Products ads remain core for discoverability, while video and DSP ads show strong returns; mobile formats dominate due to rising m-commerce sales.

Brands use tools like Amazon Marketing Cloud (AMC), Amazon Ad Console, and Google Analytics to track impact; mobile ad spend growth is amplified by data-driven optimizations.

Expected Growth: Mobile and audio/video ads will continue expanding; brands need holistic strategies combining full-funnel advertising and AI for competitive edge in e-commerce.
Emerging Trends: Influencer content and dynamic ad experiences will become standard; Amazon's rich data gives it an advantage, but increased competition requires innovative approaches.

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