What are the differences between advertising campaigns on Amazon and Allegro?

Many Polish sellers approach the Amazon platform with a distrust stemming from the fact that the solutions used there differ from the familiar methods of promoting offers. Do you want to learn how to use them to increase your sales several times over? Read our article and find out which sales platform offers better promotional tools.

Amazon - sponsored products and brands

Amazon offers, among other things, the promotion of specific offers and brands. This American e-commerce giant has introduced a new quality of campaigns to Poland, providing entrepreneurs with huge opportunities. Sponsored Products and Sponsored Brands can be highlighted on search pages among other goods as well as on product pages. Traffic can be directed from these to your own store on this platform or to a designated website. This way, you can increase the recognition of your own brand and promote those offers for which you want to achieve the highest conversion. At the beginning, it is worth selecting the best-selling goods rather than investing in a campaign for niche products. Amazon also offers opportunities for promotion during Prime Day, Black Friday, or Cyber Monday.

Allegro - promoted products and deals zone

On Allegro, sellers can choose from several options, including Promoted Offers, Promo Package, Promotion on the department page, or Brand bar (in the case of small businesses). In the first case, similarly to Sponsored Products on Amazon, the products selected for the campaign appear at the top of the search results and later among other offers and in the left column on the homepage. The Promo Package combines promotion in top positions among search results with bolding and the addition of a blue background. An interesting solution is Promotion on the department page, as in this case, the products selected by the seller appear in a specific category. Consequently, they reach customers who are potentially interested in purchasing them. Another option is placing an offer in the Deals Zone, i.e., among the best promotions available on the portal. The Brand bar provides a space to present your own company above the list of results.

Payments

The fundamental difference between Amazon and Allegro in the area of advertising campaigns is the payment method. The first of these platforms is based on auction, meaning that the seller proposes bids for selected keywords and settles with the platform based on that. They also set a maximum daily rate. This allows for more effective control of the budget allocated for marketing activities. The Polish e-commerce giant uses a hybrid model. It has a pricing list for Promoted Offers, Promo Package, and Promotion on the department page, distinguishing between monthly payments for campaigns run throughout the month and daily payments, where a specified fee is charged for each day of promotion. Customers can thus decide how long to run their campaign. It's similar on Amazon, as each campaign can be disabled at any time. This allows for maintaining high effectiveness of marketing efforts. Allegro also offers a PPC model with a set budget and cost per click.

Advertising network

Both discussed platforms provide customers access to an advertising network. This way, they have the opportunity to integrate marketing activities undertaken across various promotional channels. Optimising campaigns run on Amazon, Facebook, and Google guarantees better control of expenses and the effectiveness of individual promotional actions. Amazon Attribution provides the opportunity to build an effective strategy and access detailed reports and analyses. The Allegro advertising network is integrated with Google, so promoted offers can appear in search results or in a visible tab above them marked as Shopping.

Amazon or Allegro? Do you have to choose?

Sellers who have previously offered products on a local marketplace do not necessarily have to choose between Amazon and Allegro. The former works well for orders from customers in Poland, while the latter provides the opportunity to expand sales into foreign markets. When deciding to register on the American e-commerce platform, it is worth starting to list offers from the most developed markets, such as Germany and France. This way, you can check how much interest there is. Later, you can conquer the whole world, as Amazon operates in countries such as the USA, Canada, Mexico, Japan, and Australia. If you want to reach everywhere your customers are, take advantage of the possibilities offered by both platforms to increase sales efficiency!

Happy Selling

Amata Borys-Chudek

Go2Market Crew