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

Many Polish sellers approach the Amazon platform with distrust stemming from the fact that the solutions used there differ from the familiar advertising options they are used to. Do you want to learn how to use them to multiply your sales? 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 listings and brands. This American e-commerce giant has brought a new quality of campaigns to Poland that gives entrepreneurs immense opportunities. Sponsored Products and Sponsored Brands can be highlighted on search result pages among other goods and on product pages. You can redirect traffic from them to your own store on this platform or to a chosen website. This way, you can increase the visibility of your own brand and promote those listings for which you want to achieve the highest conversion.

At the beginning, it is worth selecting the best-selling goods instead of investing in a campaign for niche products. Amazon also offers the opportunity to take advantage of promotions during Prime Day, Black Friday, or Cyber Monday.

Allegro - promoted products and deal zone
On Allegro, sellers can choose from several options, including Promoted Offers, Promo Package, Promotion on department page, or Brand bar (for small businesses).

• Promoted Offers – similar to Sponsored Products on Amazon, selected products for the campaign display at the top of search results as well as further down among other offers and in the left column on the homepage.

• Promo Package – combines promotion at the top positions in search results with bolding and the addition of a blue background.

• Promotion on department page – goods selected by the seller appear in a specific category, reaching directly to customers potentially interested in purchasing them.

• Deal Zone – the ability to place an offer among the best promotions available on the portal.

• Brand bar – provides space to present your company above the list of results.

Payments
The main difference between Amazon and Allegro in the area of advertising campaigns is the method of accounting for payments.

• Amazon is based on auctions, meaning that sellers propose bids for selected keywords and settle with the platform based on this. They also set a maximum daily bid. This allows for better control over the budget allocated for marketing activities.

• Allegro uses a hybrid model. It has a pricing list for Promoted Offers, Promo Package, and Promotion on department page, which distinguishes monthly payments for campaigns run throughout the month, as well as daily ones, where a specified fee is charged for each day of promotion. Customers can decide how long to run the campaign. The same applies to Amazon because each of these campaigns can be turned off at any time. This allows for maintaining high efficiency in marketing activities. 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, which enables integrating marketing activities undertaken in various promotional channels. Optimising campaigns conducted on Amazon, Facebook, and Google guarantees better control over expenses and the effectiveness of individual promotional actions.

Amazon Attribution offers the ability to build an effective strategy and access detailed reports and analyses.

The Allegro advertising network is integrated with Google, so promoted offers may appear in search results or in a visible tab above them labeled Shopping.

Amazon or Allegro? Do you have to choose?
Sellers who have previously offered products on the 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.

If you decide 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 they generate. Later, you can conquer the whole world, as Amazon operates in the USA, Canada, Mexico, Japan, and Australia, among others.

If you want to reach everywhere your customers are, use the capabilities of both platforms to increase sales effectiveness!

Happy Selling
Amata Borys-Chudek
Go2Market Crew