WARC Digital Commerce shows how to win on Amazon

Rising CPCs and competitive intensity in paid search are among particular challenges brands need to address to be successful on Amazon, according to a new WARC report that marks the launch today of WARC Digital Commerce.

WARC Digital Commerce Index^TM 

The WARC Digital Commerce Index^TM report on Amazon.com (Q1 2022) provides marketers with a closer look at how Amazon is evolving its business, sets benchmarks for marketers operating on the platform and offers takeaways to help them turn data and KPIs into actionable insights.

Gregory Grudzinski, Head of Content, WARC Digital Commerce, and author of the report, says: “Amazon has recently broadened its focus and leaned into the upper marketing funnel – thereby creating a powerful opportunity for brand marketers to use Amazon for brand building as well as for sales.” 

At the core of this Amazon Q1 2022 and subsequent deep-dive e-commerce reports, is the WARC dComm Index^TM, a proprietary data-led benchmark which takes into account product selection, organic search, price, paid search and advertising content. It allows brands to measure themselves against category competitors and across major digital commerce platforms.

The report identifies those brands that are leading the way in individual categories on Amazon: Non-Alcoholic Drinks: Nespresso; Baby Products: Pampers; Health: Pure Encapsulations; Toys & Games: Barbie; Food: Kind; Beauty & Personal Care: Maybelline; Household Supplies: Duracell; Pet Supplies: Blue Buffalo; Consumer Electronics: JBL/Harman. 

Other topics covered in WARC's Amazon dComm Index include: 

• Rising CPCs: the average cost per click on Amazon’s core ad product – sponsored product ads – increased 29% year-on-year in March 2022, according to digital advertising optimization provider, Perpetua.

• Paid Search competitive intensity: in Paid Search, a relatively small number of brands dominate paid search on Amazon with a long tail of brands struggling for visibility. 

WARC Digital Commerce 

WARC Digital Commerce combines the marketing expertise of WARC with the e-commerce platform knowledge of Ascential to create a unique one-stop destination. It brings together analysis, best practices and insights for brand marketers and e-commerce leaders to build digital platform marketing strategies and plan for success.

“WARC Digital Commerce is founded on the belief that brand marketing and e-commerce are converging – yet the two disciplines speak different languages and have different metrics for success” explains Amin Mrini, VP WARC Digital Commerce. 

“With this launch we will provide a clear understanding of how to optimise presence, media investment and use creativity to magnify influence on the major digital platforms and drive sales.”

Download a complimentary sample of the first WARC Digital Commerce report on Amazon. The full report is available only to subscribers of WARC Digital Commerce. 

WARC Digital Commerce, available by subscription, is part of WARC’s suite of products which include WARC Strategy, WARC Creative and WARC Media.