MAM
How ETML crafts winning e-commerce strategies for Amazon and beyond
Mumbai: We are all aware that the online shopping world moves fast. Amazon, the e-commerce giant, has revolutionized the way people shop, becoming an integral part of the global retail landscape. With millions of active users and a vast product catalogue, Amazon offers unparalleled reach and visibility for brands. As consumers increasingly turn to Amazon for their purchasing needs, the platform’s advertising capabilities have also evolved, providing businesses with powerful tools to connect with potential customers. Amazon Advertising now stands out as a must-have in any marketing strategy, offering advanced targeting options, innovative ad formats, and robust analytics that drive engagement, conversions, and sales.
A recent study by Amazon Ads revealed positive results for small and medium-sized businesses (SMBs) in India leveraging advertising. Here’s a quick rundown:
1 Customer Acquisition: Nearly 9 out of 10 (85 per cent) SMBs reported success in acquiring new customers through their advertising strategy.
2 Domestic Growth: Over three-quarters (78 per cent) of businesses found advertising aided their expansion within India.
3 International Reach: A significant portion (69 per cent) reported advertising helped them grow their business internationally in the past year.
That’s why we’re here to help your brand stand out from the crowd and win big. We leverage all the latest Amazon Ads features to get your brand noticed and boost your sales. Here’s how we do it:
Comprehensive Keyword Research: We understand the importance of both paid and organic search rankings. By conducting thorough keyword research, we ensure your products appear at the top of search results, capturing more potential customers’ attention. Using Conversion Probability (CPR) analysis, we optimize keywords to rank highly in organic search as well.
Brand Gating: Protecting your brand is crucial. We implement brand gating strategies to safeguard your products from unauthorized sellers, ensuring that your customers receive genuine products and that your brand reputation remains intact.
Competitor Keyword Targeting: We strategically target competitors’ keywords and products, positioning your brand to capture their audience and increase your market share. This approach ensures that your ads reach a broader and highly relevant audience.
Full Funnel Strategy: We utilize a full-funnel strategy with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaign types and inventories. This comprehensive approach ensures your brand remains visible to potential customers at every stage of their buying journey.
Optimization of Product Listings and Reviews: High-quality product listings and positive reviews are essential for converting clicks into sales. We optimize your product listings with compelling descriptions, high-quality images, and SEO-friendly content. Additionally, we encourage satisfied customers to leave positive reviews, boosting your product’s credibility and attractiveness.
Laser-Focused Targeting: Imagine showing your ad only to people who would love your product. We make that happen! We use Amazon’s powerful targeting options to dig deep into your customer data. We’re talking about pinpointing the exact demographics, behaviours, and interests that perfectly match your ideal customer. For example, young professionals who are fitness fanatics if you sell activity trackers. This means you get more people who care about what you offer, leading to a skyrocket in your brand’s visibility and sales.
Ads that Captivate: Forget boring text ads! We use all the cool new features Amazon has to offer, like captivating video ads and interactive experiences, to tell your brand story in a way that grabs attention. Like short, eye-catching videos showcasing your product’s benefits, or interactive quizzes that help customers find their perfect fit. These engaging experiences make people stop scrolling, learn more about your brand, and ultimately be much more likely to hit that “buy” button.
Data-Driven Decisions: We don’t just throw ads out there and hope for the best. We use advanced analytics tools to track exactly how your ads are performing. We see how many people see your ad, click on it, and then make a purchase. This lets us fine-tune your campaigns in real time, focusing on what works best. Think of it as finding magic words that make your sales soar – that’s the kind of power we bring to the table!
A Unified Marketing Force:
We don’t work in silos. We connect your Amazon ads to all your other marketing efforts, creating a powerful, unified force. So, if you’re running a performance campaign on Meta/Google or social media blitz, your Amazon ads can work alongside them to give your brand a strong, consistent voice across all platforms. This cohesive approach makes a much bigger impression on customers and keeps them coming back for more.
Amazon Prime Day Playbook: Amazon Prime Day is a golden opportunity for sellers to skyrocket sales, but facing fierce competition requires a well-oiled strategy. Here’s how to dominate Prime Day:
1 Pre-Prime Day Prep: Build brand awareness with targeted ads, optimize campaigns for high-volume keywords, and ensure sufficient inventory.
2 Prime Day: Secure top placement with increased bids, target competitor products, use real-time data to optimize campaigns, and retarget interested customers.
3 Bonus Tips: Emphasize product visibility early and allocate more budget to Day 1 for better returns.
Amazon Ads Gives You an Edge: Amazon Ads is offering a temporary boost for Sponsored Products campaigns during Prime Day by dynamic bid adjustments. This allows sellers to significantly increase their bids, grabbing more attention and boosting sales during the shopping frenzy.
Sustaining the Impact After Prime Day: By continuing the higher bids for a week or so after Prime Day, sellers can maximize the impact and leverage the low CPMs to sustain increased visibility and sales momentum.
Remember: Preparation is key! By leveraging these strategies and Amazon Ads tools, sellers can position themselves for a successful Prime Day and maximize their sales potential.
This article has been authored by ETML co-founder & CCO Rajeev Garg
Brands
Zscaler, Airtel launch India AI Cyber Research Centre
New hub to boost cyber resilience and trusted AI use
NEW DELHI: As India’s digital engine roars ahead, so do the risks riding shotgun. In response, Zscaler, Inc. and Bharti Airtel have joined hands to launch the AI and Cyber Threat Research Center – India, a national initiative aimed at strengthening the country’s cyber defences and accelerating responsible AI adoption.
The centre is designed as a multi stakeholder platform that brings together industry, government and academia. Its mission is clear: protect critical sectors such as telecom, banking and energy, shield everyday digital users, and future proof India’s fast expanding online ecosystem.
India has long been a major innovation hub for Zscaler, with a substantial portion of its cyber research talent based here. With this new centre, that footprint evolves into a national collaboration engine. The idea is simple but ambitious, build in India, for India, and help power the country’s journey towards a secure and digitally self reliant future.
The timing is telling. India is building digital systems at population scale, not just enterprise scale. That scale has widened the attack surface dramatically. At the same time, cyber criminals and nation state actors are deploying AI to scan, probe and exploit vulnerabilities in minutes.
Zscaler’s research arm, ThreatLabz India, reports millions of infiltration attempts every month. These include espionage campaigns linked to regional geopolitical tensions, 1.2 million intrusion attempts from 20,000 sources targeting 58 Indian digital entities, and a rise in zero day exploit attempts across multiple industries.
In such an environment, perimeter based security models are struggling to keep pace. The new centre aims to push a shift towards secure by design systems and Zero Trust architecture.
Its strategy rests on four pillars: protect through real time intelligence, remediate by working directly with government agencies, facilitate adoption of AI driven security and Zero Trust frameworks, and build a stronger cybersecurity talent pipeline through specialised certifications.
As founding members, Zscaler and Airtel will combine global threat intelligence with local network visibility. Zscaler will deploy a dedicated India focused research team and draw insights from its Zero Trust Exchange platform, which processes over 500 billion daily transactions worldwide. Airtel, meanwhile, will contribute deep visibility into IoT and mobile traffic, helping detect suspicious activity faster and coordinate response across the ecosystem.
Bharti Airtel executive vice chairman Gopal Vittal, said the partnership extends Airtel’s commitment to safeguarding customers and the nation’s digital fabric. He added that the collaboration would address challenges unique to the Indian market and encourage secure and confident digital engagement.
Zscaler chief executive, chairman and founder Jay Chaudhry, said India’s digital ambition cannot be secured with legacy firewalls and VPNs. He noted that a modern Zero Trust architecture is essential for a hyper connected world and that the new centre would harness the scale of Zscaler’s global security cloud while empowering a new generation of Indian cyber defenders.
Additional members from critical public and private sectors are expected to join the initiative in the coming months, expanding its scope and deepening collaboration.
In a world where threats travel at machine speed, India’s answer is to think faster, collaborate wider and build smarter.
