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Chapter 12. Vertical Market Search Engin... > Benefit from Their Marketing Expendi...

Benefit from Their Marketing Expenditures

Amazon.com champions more than 900,000 affiliates who drive traffic to merchant products on Amazon.com's web site. Could your products be sold there? If so, become an Amazon.com merchant to reap the benefit of Amazon.com's marketing efforts. In addition to their extensive affiliate network, Amazon.com buys media ads across the Internet. Current Amazon.com merchants may have already found themselves competing against this giant, or the affiliates, for keyword buys on general search engines. If it isn't cost-effective to beat them, then join them. Conserve your budget by teaming up with vertical market search engines, like Amazon.com, that spend their marketing dollars for you.

Straight keyword buys aren't available on Amazon.com as they are on other vertical market sites. According to their web page on Paid Placements (http://www.amazon.com/exec/obidos/subst/misc/co-op/small-vendor-info.html), Amazon.com serves an advertiser's product listing to customers most likely to buy that product based on past purchases. It's possible to assume that if titles and descriptions of products are evaluated, then relevant keywords in these areas could help increase the number of times an advertiser's product appears to shoppers.


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