Amazon is displaying more commercials, which benefits you economically but annoys users who are looking for a specific product.
When the user searches for a product, the search results are combined with advertisements for similar products. This has caused the inconvenience of some users, such as Mike Maddaloni, an internet strategist in Appleton, Wisconsin.
“Now I have to go to the bottom of the page,” Maddaloni said. “It’s annoying.”
Amazon has become a colossus of advertising in just a few years. Last year it surpassed Microsoft as the third largest platform for advertising in the United States, behind Google and Facebook, according to the eMarketer marketing firm. This is due in large part to the fact that many people, when they search for a product, go directly to Amazon without even going through Google or some other search engine, according to the marketing firm Jumpshot.
The bad thing about this is that it is irritating users. Many companies and brands can make their products appear publicized on Amazon, making the ads move to the desired search results. This could undermine Amazon’s reputation as an easy and convenient platform for consumers accustomed to going there and finding what they are looking for without further delay.
Ads on Amazon appear above, at the center and bottom of the page, and even in the list of results for other products. The images are the same as those of the products for sale only with the “Sponsored” sign above.
In September, Amazon increased the ads that appear above from two to three when someone searches, according to Marketplace Pulse, an expert marketing firm on Amazon and other online stores.
Jason Goldberg, a retail sales consultant for Publicis Communications, said displaying ads instead of the results people want “is the best example that Amazon is not fulfilling its promise to be the most user-friendly company … Obviously This is not in favor of consumer interests. ”
Advertising is one of the fastest growing areas for Amazon, which compensates for expenditures caused by more expensive campaigns such as shipping packages at home in a single day. Amazon has never disclosed exactly how much it earns for advertising, but the “Other” line mostly constitutes ads, which brought $ 9.3 billion in the first nine months of this year, up 38% from the same period last year.
Disha Brahman is a financial reporter, focusing on technology and national security. Before joining Exports India, Disha worked as a staff writer at Fast Company and spent two years as a foreign correspondent in London. Her work has been published on NBR, Business Insider, Medium and many other outlets.