Amazon Text Ads Terminated
It feels like just yesterday we announced the discontinuation of Amazon Product Ads and the introduction of Amazon Text Ads as an alternative for sellers to drive shoppers off Amazon and directly to their website.
If it wasn’t clear before, it is now – Amazon wants to keep businesses on their platform and sending traffic elsewhere via Amazon Product Ads (now Amazon Text Ads) would serve no benefit to the company’s long-term goal.
As of Thursday, Amazon has made the decision to terminate the Amazon Text Ads program.
According to the announcement from Amazon:
“Effective October 31, 2015, we will be discontinuing Amazon Text Ads. While your Amazon Text Ads will no longer be visible on Amazon as of that date, you may access your performance reports through February 29, 2016.
We value your business, which is why we would like to recommend you explore Selling on Amazon. If you are not already an Amazon Seller and you are interested in selling your products on Amazon, we encourage you to consider Selling on Amazon, with the opportunity to advertise using Sponsored Products.
From all of us at Amazon Text Ads, we thank you for your business and regret any inconvenience this transition may cause. Our Seller Support team is on hand to answer your questions about Amazon Text Ads.”
“It’s pretty similar to my analysis of why Product Ads were discontinued,” Jeff Coleman, Director of Account Management at CPC Strategy said.
“Amazon spends a lot of time and energy trying to get people onto their Marketplace and offering a way to send that traffic elsewhere goes against their entire business model.”
It was only a month ago that Amazon announced the discontinuation of Amazon Product Ads. Historically, Amazon Product Ads have filled the void for sellers who could not sell on the Amazon Marketplace (whether that’s because of budget, category restrictions, lack of knowledge on the marketplace, etc).
Amazon Text Ads was created as an alternative program for sellers to advertise on the Amazon Marketplace without having to actually sell their products on the Marketplace itself by linking to external websites.
According to CPC Strategy’s early findings, Amazon Text Ads showed low click-through-rate (CTR), good ROI and cheap CPCs, but any long-term benefits from the program were unlikely.
For more on the discontinuation of Amazon Text Ads, email firstname.lastname@example.org