Amazon rolled out a new beta feature for businesses that don’t sell products on its platform, allowing them to generate leads through display ads across Amazon’s vast network.
Why we care. Amazon’s new lead generation ad type gives advertisers the opportunity to expand their customer base and tap into Amazon’s data-rich environment, even if they don’t sell products on the platform.
How it works. The new lead generation ads allow customers to sign up for information directly within the ad creative, without leaving the website they’re browsing.
First seen. We first were alerted to this update by Jeffrey Cohen on LinkedIn:
What came before. Amazon began exploring solutions for non sellers last year. Search Engine Land contributor Navah Hopkins, who wrote about the beta solution, confirmed that it’s now available for everyone and that before now customers weren’t able to fill out a lead form.
The big picture. Amazon is leveraging its extensive network and billions of user signals to help non-Amazon sellers engage with potential customers.
What’s next. Interested businesses can contact their Amazon Ads Product Development Manager (PDM) for details on accessing this beta feature through the Ad console.
Between the lines. This move signals Amazon’s push to compete more aggressively in the broader digital advertising space, beyond its own ecommerce platform.
