Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Amazon vs Google:
Fight for the sole lead
The battle of the giants for the On one hand, they are limited to Products without proper identifiers
pole position as the number one certain categories (computers, simply don’t get listed. Google al-
online source for product search electronics, grocery & gourmet, lows only the listing of products
is gaining momentum. home & garden, office supplies & with a unique identification, which
stationery, baby & toys, hardware, are well-arranged and tabulated. In
Many customers start their shop- and musical instruments), which fact, Google is investing increasing-
ping spree on the Internet directly means the offer doesn’t provide the ly in usability and provides more
on Amazon - and that won’t really full range. On the other hand, due transparency in the dealers’ choice,
change in the future – especially to the ad placement, uncertainty so that the user can get a good
since Amazon launched product remains for the user whether he/ general overview of the deals.
ads in April as a response to Goog- she will actually really find the best
le's Product Listing Ads (PLA). product available on Amazon. Hence, as a search engine, Google
will always be the "independent"
With the new advertising program, And even the advantage of conven- source of information for product
the American online retailer ex- ience, getting everything on one search and comparisons, while Am-
pands its range without listing the shopping cart to check-out, is no azon will simply always remain
products in its marketplace or longer an argument, as it is neces- "only" a trading platform.
through connected merchants. In- sary to leave the platform for the
stead, users get forwarded directly product displays and the customer Nevertheless, online stores should
to the shop of the advertising deal- is then being passed directly to the definitely test the advertising pro-
er if an ad is clicked on. advertising dealer. gram "Amazon Product Ads", to
take advantage of benefits such as
Well, Amazon’s intention for doing The bottom line is that the Amazon development of new target groups
all this is quite obvious, forcing a product ads are neither one nor the and customer acquisition. However,
clear separation of visitor flows that other. It is just a matter of time until expect Google Shopping to be
way: With Google you are looking the user notices this and starts to more important for the product
for "information", on Amazon you look for where the best market search and the product data mar-
are looking for "products". Last but overview can be found. keting in the long run.
not least, Amazon wants to ensure
that customers still continue to start In addition, Google Shopping gets No matter which channel the dealer
their product search on their portal. continuously optimized and its data ultimately chooses, the quality of
quality is permanently put to the the product data is the decisive fac-
With this strategic move, however, test - such as six month ago, when tor for success. ◊
Amazon will only succeed in win- the search giant once again strong-
ning the battle to compete with ly urged the dealers to provide By Daniela La Marca
Google in the short term - for a sim- complete and accurate product da-
ple reason: the Amazon product ta.
ads offer no real added value to the
consumer.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Amazon vs Google:
Fight for the sole lead
The battle of the giants for the On one hand, they are limited to Products without proper identifiers
pole position as the number one certain categories (computers, simply don’t get listed. Google al-
online source for product search electronics, grocery & gourmet, lows only the listing of products
is gaining momentum. home & garden, office supplies & with a unique identification, which
stationery, baby & toys, hardware, are well-arranged and tabulated. In
Many customers start their shop- and musical instruments), which fact, Google is investing increasing-
ping spree on the Internet directly means the offer doesn’t provide the ly in usability and provides more
on Amazon - and that won’t really full range. On the other hand, due transparency in the dealers’ choice,
change in the future – especially to the ad placement, uncertainty so that the user can get a good
since Amazon launched product remains for the user whether he/ general overview of the deals.
ads in April as a response to Goog- she will actually really find the best
le's Product Listing Ads (PLA). product available on Amazon. Hence, as a search engine, Google
will always be the "independent"
With the new advertising program, And even the advantage of conven- source of information for product
the American online retailer ex- ience, getting everything on one search and comparisons, while Am-
pands its range without listing the shopping cart to check-out, is no azon will simply always remain
products in its marketplace or longer an argument, as it is neces- "only" a trading platform.
through connected merchants. In- sary to leave the platform for the
stead, users get forwarded directly product displays and the customer Nevertheless, online stores should
to the shop of the advertising deal- is then being passed directly to the definitely test the advertising pro-
er if an ad is clicked on. advertising dealer. gram "Amazon Product Ads", to
take advantage of benefits such as
Well, Amazon’s intention for doing The bottom line is that the Amazon development of new target groups
all this is quite obvious, forcing a product ads are neither one nor the and customer acquisition. However,
clear separation of visitor flows that other. It is just a matter of time until expect Google Shopping to be
way: With Google you are looking the user notices this and starts to more important for the product
for "information", on Amazon you look for where the best market search and the product data mar-
are looking for "products". Last but overview can be found. keting in the long run.
not least, Amazon wants to ensure
that customers still continue to start In addition, Google Shopping gets No matter which channel the dealer
their product search on their portal. continuously optimized and its data ultimately chooses, the quality of
quality is permanently put to the the product data is the decisive fac-
With this strategic move, however, test - such as six month ago, when tor for success. ◊
Amazon will only succeed in win- the search giant once again strong-
ning the battle to compete with ly urged the dealers to provide By Daniela La Marca
Google in the short term - for a sim- complete and accurate product da-
ple reason: the Amazon product ta.
ads offer no real added value to the
consumer.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
