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Directory Advertising Ecommerce

Amazon courts advertisers with a dedicated partner network

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By John Glenday, Reporter

July 9, 2021 | 3 min read

E-commerce giant Amazon has launched an international community of agencies and tool providers designed to propel advertisers toward their sales targets.

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Among the resources on offer will be a dedicated content library

The Amazon Advertising Partner Network will pair brands with a suite of in-house products, entwining these companies ever more deeply within the Amazon ecosystem.

Intended as a one-stop-shop for advertisers wishing to access educational, technical and marketing resources, the network is designed as a self-service portal from which partners can manage all of their interactions with the Seattle-based internet colossus.

Minimizing the faff associated with day-to-day management, the hub will link partners to Amazon’s suite of advertising products and campaign management tools to make everyone’s life that little bit easier.

Among the resources on offer with basic membership will be a dedicated content library housing frequently-accessed materials such as best practice webinars, product videos and API documentation. Members with advanced partner status will also enjoy access to selected trial programs and bespoke training programs dedicated to campaign strategies and new product releases.

In a blog post Aby Angilivelil, director of partner development at Amazon Advertising, said: “We’re thrilled to continue working closely with agencies and tool providers to help them better serve our mutual customers and grow their businesses. We’ve listened closely to partner feedback and have worked hard to build an experience that better meets their needs.

“The Partner Network and its range of resources is our first step towards helping partners scale their expertise and solutions across all of our advertising products. We’ll continue collaborating with partners to help them meet advertisers’ business goals, and we’re excited by what’s yet to come.”

Advanced partners will also be able to list in the soon-to-be-introduced enhanced Amazon Advertiser partner directory, which will debut with a host of advanced functionality including an ability to sort directory listings by criteria such as ‘products’, ‘marketplaces’ or ‘service model’.

Directory Advertising Ecommerce

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