This article is written to educate merchants in understanding what you can do, when planning your business strategies.
Can I Advertise My Amazon Products on Google Shopping Ads?
Simple answer, no you can’t. Google Shopping requires you to claim the website. As you are not the owner of Amazon.com, you can not claim the website.
I See Other Amazon Merchants Ads On Google Shopping?
Yes, this is possible; this is because Amazon advertises on the merchant’s behalf. Or they are using Buy On Google.
Can I Advertise My Website Products On Google Shopping Ads?
Yes, you can. Previously it was common knowledge this was not allowed due to double serving (having two shopping ads one from your website and one from Amazon), however, updated info allowed you to both list products on Amazon and Google Shopping, even if Amazon is advertising on your behalf. Reference: https://feedarmy.com/kb/great-news-with-listing-on-google-shopping-and-3rd-parties-amazon-ebay-etsy/
Can I Publish Amazon Products On My Website?
No, Google shopping requires the payment gateway to be on your website or using a 3rd party payment gateway. You can not have the “add to basket” button redirect to a different site. Only the checkout payment can be redirected to a 3rd party payment gateway.
Can I Use My Amazon Feed Formats In Google Merchant Center?
Yes you can, however only for Buy on Google, not for Google Shopping Ads. Here is some more info: https://feedarmy.com/kb/amazon-inventory-feed-formats-for-buy-on-google-google-shopping/
I have one client that was heavily advertising and focused on increasing there own Amazon store. While they had great successes and with profit, from the beginning, I mentioned that any ad spent towards 3rd party sites is wasted! You might think, how is this possible when the client is successful?
When advertising, you are spending money, essentially investment. This investment needs to be maximized. One dollar spent towards your website has a higher value than one dollar on your Amazon store.
Common forgotten values are retention, loyalty, trust factor, personalization, social retargeting, attribution model, brand awareness, etc… All these values are lost when not advertising your site.
Also, advertising towards Amazon, will stop gaining a benefit when a customer starts clicking on other products. You do not have any further value. So you can only hope for direct sales.
If you advertise instead of your website, you start to open up lots of doors. The customer can now click on other products within your site. You gain remarketing data, to use for advertising or expanding on affinity or similar audiences. You build up a trust factor, personalization. More essential, you are creating brand awareness; customers will start to recognize your brand.
So with this client success story, after one year of trying to convince them, I was able to stop all their amazon ads (During this period, I was only advertising Shopping on their site). This was also only possible due to my demonstration of how successful I was in growing their own website’s sales. Now working two years with this client, we are continuing to see growth time over time.