Spending money on ads without a clear strategy is like pouring water into a leaky bucket. You need a platform that delivers actual results.
Some businesses swear by paid search, while others thrive on marketplace ads. That’s where Amazon Ads vs Google Ads comes into play. Both dominate the digital ad space, but they work in different ways.
One focuses on high-intent buyers, while the other helps brands reach a broader audience. Choosing the right platform can mean the difference between rapid sales and wasted ad spend.
In this blog, you will learn how each platform works, their strengths, and when to use them to maximize conversions.
Search Intent: The Key to Winning on Google Ads & Amazon Ads
Search intent drives everything. It decides whether your ad gets clicks, conversions or just burns your budget.
On Google Ads, people search with curiosity. They might be researching, comparing, or just browsing.
A search for “best wireless headphones”? That’s someone still deciding.
But “buy Sony WH-1000XM5”? Now, that’s a potential sale.
The intent of Amazon Ads is crystal clear. Users aren’t just thinking about buying. They’re ready to hit “Add to Cart.”
Over 70% of Amazon shoppers never click past the first page. If your ad isn’t visible, you don’t exist.
Why It Matters
Google’s search funnel is wider. It catches users at different stages. Similarly, it also catches awareness, consideration, and decision. That’s why Google Shopping Ads have a 30% higher click-through rate (CTR) than regular search ads.
Amazon, on the other hand, is built for transactional intent. According to a 2024 report, 55% of product searches start on Amazon, not Google.
How to Optimize for Intent?
To get clicks, match your content with audience interests.
For Google Ads, use keyword modifiers like “best,” “compare,” and “review” for research-based users. For ready-to-buy shoppers, push brand + model + “buy.”
On Amazon, ranking matters more than bidding. If your product isn’t organically strong, no amount of ads will save it. Keep reviews, pricing, and sales velocity to boost conversions.
Google Ads Uses Auction-Based Bidding, Relevance, and Quality Score
Money alone won’t win in Google Ads. Ad Rank decides everything. Google Ads operates on an auction system, but it’s not just about the highest bid.
Google uses Quality Scores to rank ads based on three core factors:
- Expected click-through rate (CTR),
- Ad relevance
- Landing page experience. Even if you bid high, a low-quality ad won’t rank well.
Google’s ad system is built for efficiency. According to Google’s data, ads with high relevance scores can reduce cost-per-click (CPC) by up to 50%. If your ad matches user intent and delivers a good experience, you pay less but rank higher.
Consideration Of Quality Score That Matters
A low Quality Score means higher costs and fewer impressions.
From this image, you can see why it is important to place enough emphasis on the quality score.
Ads with a score of 3 or lower see CPCs that are 400% higher than those with scores of 8 or more. That’s a massive difference.
Google also factors in expected CTR based on historical data. If your ad has a bad track record, Google assumes users won’t click. That hurts rankings, no matter how much you bid.
How to Win the Auction?
Match intent with precise keywords. Broad terms waste the budget. Instead of “running shoes,” target “buy Nike Pegasus 40” for higher relevance. Let’s see the practical example-
From this search, we can see that no exact products are showing. Only some category pages are displayed. From this scenario, we can gain insight that helps us better understand intent. This also assists us with the keyword research.
Let’s try another keyword.
Here you can see that we have obtained our desired products by searching for the direct product name. This increases the chances of finding them clicks.
In this regard, I have two suggestions for you:
- Optimize landing pages: A slow, irrelevant page kills conversions. Google tracks bounce rates, and a lousy experience reduces your ad ranking.
- Write engaging ads: Google rewards ads that get clicks. Use direct, compelling copy that speaks to the searcher’s intent.
The Google Ads auction isn’t about who spends the most. It’s about who plays smart.
How Does Amazon’s A9/A10 Algorithm Rank Ads?
Amazon’s ranking system isn’t just about bids. It’s about sales, relevance, and historical performance.
A9 and A10 are Amazon’s ad ranking algorithms. They decide which product appears where.
So, what’s the main goal? Simply, maximize conversions.
While Google considers click-through rates and engagement, Amazon prioritizes sales velocity, keyword relevance, and customer satisfaction.
If a product gets clicks but no purchases, it drops in rank. If it sells fast?
Amazon pushes it higher. This is why a higher bid doesn’t always guarantee a top spot. The system rewards what customers actually buy, not just what advertisers want to sell.
Understanding Sales Velocity Matters
Amazon’s algorithm loves momentum.
Products with a high sales velocity get boosted in rankings. If two sellers bid the same amount, but one has a strong conversion history, their ad wins.
Data proves this. A study from Marketplace Pulse found that products with steady daily sales have a 40% higher chance of ranking on page one. Even a short drop in sales can push a product down.
Key Ranking Factors in Amazon Ads
There are several ranking factors that affect rankings in Amazon Ads. When a seller maintains better practices, the chances become higher. Here are some ranking factors that you couldn’t neglect:
Keyword Relevance and Search Match
Amazon’s system matches search queries to product listings. If an ad doesn’t contain the exact keyword match, it won’t appear, and no matter the bid.
Broad match ads might still show up, but exact matches have a much higher conversion rate.
For example-
If a user searches for “wireless gaming mouse” and your listing only says “Bluetooth mouse,” your ad may never be seen.
Optimized titles, bullet points, and backend search terms increase visibility. A well written product page can outrank even higher-bidding competitors.
Click-Through Rate (CTR) and Conversion Rate (CVR)
CTR and CVR are critical. Amazon prioritizes ads that people click on and buy from. If 100 people see your ad, but only two click, that’s a 2% CTR. If only 1 person buys, that’s a 50% CVR. Amazon uses these numbers to judge ad relevance.
Do you want to calculate your own CTR & CVR? Let’s count your own.
CTR & CVR Calculator
CTR: --%
CVR: --%
Just add your impressions, clicks, and, lastly, conversion. You will see the actual CTR and CVR percentages.
A product with strong CTR but low CVR won’t rank well. Shoppers clicking but not buying signals a problem with pricing, reviews, or product fit. Customer reviews also play a role.
Products with higher star ratings naturally convert better. Amazon knows this, so a 4.5-star product will often outrank a 3.8-star one, even if both have strong sales histories.
Optimize Your Listing
High-quality images, detailed descriptions, and SEO-friendly bullet points increase conversions. Keep the graphics quality high so that people get the right after seeing the product.
You have to keep in mind that there are some guidelines for designing. You can not upload any size of it. There are some module size guidelines, and so on.
Not only that. You need to be more aware while creating content and visuals. You should not use several words that negatively impact the user.
If you’re confused, you might want to hire an expert agency like Brand’s Bro to take advantage of their Amazon A+ content writing services and prevent unnecessary issues on Amazon.
Price Competitively
If two ads have similar rankings, the lower-priced product often wins.
This is a crucial factor. You need to concentrate on it. In this regard, you must perform exceptionally well against your competitors, or else your sales could be at risk.
Apply Amazon’s DSP
Amazon’s Demand-Side Platform (DSP) retargets shoppers who viewed your product but didn’t buy. This increases CTR and conversions over time.
With the help of Amazon DSP, you can run ads across multiple channels. This will improve your presence and visibility on Amazon.
Amazon’s Advertising Ecosystem Relies on Sponsored Ads and DSP
Amazon’s advertising system is built for one thing: Selling more products.
It’s not just about running ads. It’s about understanding how Amazon’s Sponsored Ads and Demand Side Platform work together.
Both have distinct functions. Sponsored Ads push products inside Amazon’s marketplace. DSP expands its reach beyond Amazon. This platform expands targeted potential buyers across the web.
Ignoring this system limits growth. Brands using both strategies see 20-30% higher conversions than those relying only on Sponsored Ads. Understanding how each ad type works is required for scaling.
Sponsored Ads Dominate Amazon’s Internal Traffic
Sponsored Products are the backbone of Amazon advertising.
They appear on search results, product pages, and even competitor listings. They look like organic results but with a small “Sponsored” tag.
They convert well because they blend in. The average click through rate for Sponsored Products is 0.41%. This is much higher than the average of 0.1% for Google Display Ads.
Success depends on targeting the right keywords.
If a shopper searches “wireless earbuds,” Amazon shows ads from brands bidding on that keyword. If the product listing is optimized, it ranks higher and sells more.
A weak listing kills performance. Poor images, weak descriptions, and low reviews mean high ad spending with low conversions.
Amazon DSP Extends Reach Beyond the Marketplace
Amazon’s Demand-Side Platform allows advertisers to retarget users across Amazon-owned properties and third-party websites.
A shopper browsing a product but not buying gets targeted with a DSP ad later. These ads appear on Twitch, Fire TV, IMDb, and external sites, reminding them to complete their purchase.
Amazon’s data is powerful. It tracks users based on shopping behavior, not just cookies. Even if a shopper leaves Amazon, DSP follows them across devices.
Why DSP Works for Scaling?
Brands using DSP don’t just rely on Amazon traffic. They pull buyers in from across the internet, keeping their brand top of mind.
DSP works best for brands with higher ad budgets.
Amazon recommends at least $35,000 in monthly DSP spending for the best results. For sellers scaling beyond Sponsored Ads, this is the next step.
Amazon’s advertising ecosystem isn’t about choosing one ad type. It’s about combining Sponsored Ads with DSP to dominate search results inside Amazon while retargeting lost buyers outside Amazon. Brands that master both grow faster and more profitably.
Amazon’s Ad Targeting System Prioritizes Buying Intent
Amazon’s ad system isn’t just about showing products. It’s about showing the right product to the right shopper at the right time.
In addition to Google, which emphasizes awareness, consideration, and conversion, Amazon prioritizes immediate intent to purchase. Every ad placement is designed to drive sales. If an ad doesn’t convert, Amazon lowers its visibility.
Amazon’s targeting system is built on keyword-based targeting, product targeting, and audience segmentation. Each plays an important role in reaching high intent shoppers and maximizing ad efficiency.
Keyword-Based Targeting Captures Active Shoppers
Keyword-based targeting is Amazon’s most direct way to reach ready-to-buy shoppers. Sponsored products and sponsored brands rely on exact, phrase, and broad match keywords.
Exact Match Keyword
The exact match converts the highest because it perfectly aligns with the shoppers’ type. A search for “noise-canceling Bluetooth headphones” will show ads only if they contain that exact term.
Phrase and broad match
Phrase and broad match expand visibility. These help sellers capture variations of the main keyword. If a user searches “best bluetooth headphones,” an ad for “wireless Bluetooth headphones” might still appear.
Performance data confirms that exact match keywords have the highest conversion rates. They typically convert 15-25% better than broad match terms.
Negative Keywords Save Ad Spend
Amazon doesn’t just track relevant keywords. It also tracks irrelevant ones. Negative keywords prevent ads from showing on unrelated searches.
If a brand sells premium leather wallets, adding “cheap” as a negative keyword blocks budget focused shoppers. This improves conversion rates and reduces wasted spend.
Amazon’s ad algorithm rewards optimized targeting. If an ad consistently converts well, Amazon boosts its visibility even without increasing the bid.
Product Targeting Increases Competitive Advantage
Amazon allows advertisers to target specific products, categories, and competitor listings. This is called ASIN targeting. ASIN means Amazon Standard Identification Number.
A brand selling running shoes can place ads directly on Nike or Adidas product pages. Shoppers comparing options will see a competing ad, increasing the chance of switching brands.
This strategy works best when a product is better priced, has more substantial reviews, or offers unique features.
ASIN targeting works well for new product launches. Instead of relying on keyword searches, ads appear right where competitors sell the most.
Amazon’s Audience Targeting Expands Reach Beyond Keywords
Not every shopper buys on the first visit. Amazon tracks every product view, add-to-cart action, and purchase. If a user browses a product but leaves, Amazon can retarget them with ads later.
This happens within Amazon and on external websites through DSP. A shopper looking at smartwatches on Amazon might see an ad for the same product on IMDb or Twitch later.
Retargeting increases conversion rates. Shoppers who see ads again after visiting a product page are 70% more likely to purchase.
Amazon’s ad system is designed for conversions.
It doesn’t just show ads randomly. It prioritizes shoppers who are most likely to buy. Sellers who understand this reduce wasted spend and maximize sales.
Frequently Asked Questions (FAQs)
Final Verdict
Amazon Ads and Google Ads serve different goals. If you want high-intent buyers, Amazon Ads is the winner. However, if you need brand awareness and broad reach, Google Ads dominates with access to 8.5 billion searches daily.
Amazon is a sales machine, while Google fuels discovery. We suggest using both strategically. Target ready-to-buy customers on Amazon while capturing broader demand with Google.
