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Strategic insights into Amazon advertising – Data-driven approach to Amazon eCommerce
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School of Business |
Master's thesis
Electronic archive copy is available via Aalto Thesis Database.
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en
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51
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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.