Strategic insights into Amazon advertising – Data-driven approach to Amazon eCommerce

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Tieto- ja palvelujohtamisen laitos

Major/Subject

Mcode

Degree programme

Information and Service Management (ISM)

Language

en

Pages

51

Series

Abstract

This master’s thesis studies the impact of advertising strategies and efforts on product ranking and profitability in Amazon's eCommerce platform, focusing on a Finnish company's health-related products in the Amazon Germany marketplace. Through a detailed analysis of two products, Omega 3 and Vitamin C, the thesis further studies the relationship between advertising spending and key performance metrics such as profit percentage and organic search ranking. Utilizing data received from the Case company which is originally from Amazon Brand Analytics, Helium 10, and Amazon Sponsored Products, the research reveals some effects of advertising strategies on product performance. The thesis also highlights the variability in results across different products and search terms. The findings can contribute to a deeper understanding of Amazon's marketplace dynamics and offer insights into the role of advertising in Amazon's e-commerce success. Limitations and suggestions for future research are also discussed in the thesis, which emphasizes the need for a broader dataset and a longer time-period for the data.

Description

Thesis advisor

Liu, Yong

Keywords

eCommerce, Amazon advertising, Amazon SEO, eCommerce marketing, search term ranking, search term advertising

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202402252473

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[gradu] Kauppakorkeakoulu / BIZ