Amazon eCommerce Display Creatives: Optimize Your Ads for Success

Amazon eCommerce Display Creatives: Optimize Your Ads for Success

Amazon Ads’ Responsive eCommerce Creative (REC) display ads offer an efficient way to promote your products (ASINs) on Amazon using optimized, visually appealing ads. These ads allow advertisers to generate creatives that automatically adapt in size and content, presenting up to 20 associated ASINs with dynamic information like live pricing, customer reviews, or coupons. With REC, advertisers have access to advanced machine learning optimizations, ensuring their campaigns reach the right audience with the right content.

 

Overview of REC

Amazon’s REC display creatives come with a combination of custom images and eCommerce sections that offer information such as pricing, deals, and customer reviews. Ads are generated in different variations including:

  • Add to Cart
  • Coupon
  • Customer Review
  • Shop Now

This flexibility allows advertisers to automatically display the most effective variation based on the shopper's behavior. The creative can be customized by either using responsive-sizing custom images (with just three image uploads) or size-specific custom images (up to six images). The responsive design ensures your ads work seamlessly across different Amazon placements and devices.

Benefits of Using REC Display Ads

  1. Versatility: Automatically adjusts to different ad sizes, allowing advertisers to maximize inventory availability.
  2. Optimized Variations: Machine learning optimizes ad variations to boost campaign performance.
  3. Wide Reach: REC ads are supported across multiple Amazon platforms, including the Amazon homepage, search results, and product detail pages, as well as off-site placements.
  4. Efficient Campaign Setup: Advertisers can select up to 20 ASINs for their eCommerce ads, simplifying the process of managing multiple products in a single campaign.

Best Practices for REC Ads

  1. Leverage Custom Images: Use responsive-sizing or size-specific custom images to create ads that stand out. Custom images should be simple, clean, and free of clutter. Avoid adding pricing information or CTAs to the image, as these elements will be automatically generated by Amazon.

  2. Use Multiple Ad Sizes: REC supports a range of ad sizes from 160x600 to 970x250, providing flexibility for placement on various platforms. Always optimize your ads for the most common sizes.

  3. Maximize Variations: Experiment with different REC variations (Add to Cart, Coupon, Customer Review, Shop Now) to see which resonates best with your audience. Amazon’s machine learning algorithm will help optimize which variation drives the best performance.

  4. Focus on High-Quality ASINs: Select ASINs with high customer reviews (minimum 3.5 stars) to increase credibility and conversions. This is particularly important for the Customer Review variation.

  5. Timing is Everything: Plan your REC campaigns around key shopping periods such as Prime Day, Black Friday, and Cyber Monday to take advantage of increased traffic. Ensure your ASINs have active deals, coupons, or promotions to enhance the effectiveness of your ads.

  6. Monitor Performance: Use Amazon's reporting tools to keep track of which variations, sizes, and products are performing best. Optimize your campaigns based on data insights.

Placement Options

REC display creatives can appear across several Amazon placements, including:

  • Homepage (Above the Fold and Below the Fold)
  • Search Skyscraper
  • Product Detail Pages
  • Deals Pages
  • Thank You Pages
  • Amazon Mobile App

REC ads are also compatible with mobile web, desktop, mobile app, and Echo Show devices.

Ad Formats and Sizing

Amazon’s REC display creatives support various ad formats and sizes. These range from 160x600 skyscrapers to 970x250 leaderboard ads, ensuring that your ads reach viewers across different devices and placements. For size-specific custom images, make sure to adhere to Amazon’s safe zone guidelines to prevent critical elements from being cropped.

Key Takeaways:

  • Responsive Design: REC allows for dynamic, responsive ads tailored for multiple platforms and devices.
  • Multiple Variations: Ads can feature different formats like Add to Cart, Coupon, and Customer Review, optimizing for performance.
  • Wide Reach: REC ads can appear across Amazon and external sites, maximizing visibility.
  • High-Quality Images: Custom images should adhere to Amazon’s guidelines, ensuring clarity and professionalism without overcrowded design.

By incorporating REC display creatives into your advertising strategy, you can ensure your Amazon campaigns are both effective and scalable. With the ability to promote multiple ASINs dynamically and across platforms, REC offers a streamlined way to drive conversions while meeting Amazon’s rigorous design standards.

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