The search result of Amazon was found to be 'overflowing with advertisement, but actual sales are large', why?

Although Amazon is used by many people as online mail order, there are few people who know that ads are packed closely at the top of the search results. Actually, ads that exist in search results of Amazon are installed so that they do not know the difference with regular products, but according to experts, "sales of advertised products are very large compared to other products It is said that. Recode by overseas media explains why such things happen.

Amazon is stuffing its search results pages with ads - Recode
https://www.recode.net/2018/9/10/17797720/amazon-is-stuffing-its-search-results-pages-with-ads

The following image is a search for "cereal" on Amazon.com . Looking at the search results, if the "sponsor advertisement" of the item serially applicable to the top, the product of Amazon own brands under it, the original search result is displayed at the bottom row, and there is almost no difference if it is not color-coded I am in a state I do not know.

The result will be the same on Amazon.co.jp . If you actually search for "serial" on Amazon.co.jp, ads of Kellogg and Calby's cereal products are displayed at the top of the search result (in the red frame), and an inconspicuous gray color above the product name It is described as "Sponsor Product" in the letter of. In addition, one high sales "Amazon recommended product (Calbee Furugura 1000 g)" is displayed under the advertisement, and after that the usual search results are displayed.

Recode has also published images retrieving various products other than serial on Amazon.com and it is found that advertisement of "product related to search word" is displayed at the top of search results of any product I will.

Mr. Jason Gordberg, who works for the advertising agency SapientRazorfish , said, "Many people who did product searches tend to choose from the items on the screen initially displayed, so they scroll or jump to the next page of search results There are few people who drinks, "many people can purchase advertised products by displaying" advertisements with almost no change in ordinary products and appearance "on the top of search results by Amazon It is said that sex will be higher.

In fact, according to a survey by marketing company Merkle , "Amazon's sales of advertising products recorded in the second quarter of 2018 increased by 165% compared with the same period of 2017". According to Mr. Gordberg, "Many companies think that they want to put their products at the top of the search results of Anazon", and because it is predicted that orders for advertisements will increase significantly, Amazon will advertise search results There is a possibility that the cost of the advertisement can rise considerably, "and Amazon suggests that there is a possibility that advertising revenue can be greatly increased in the future.

"Displaying advertisements at the top of search results" itself has been done by Google for a long time. However, as of 2018, it has been incorporated not only on Google and Amazon but also on many search and shopping sites, and ads are embedded at the top of search results on various sites.

At the time of writing the article, advertisements were not displayed in Walmart 's search results.