Amazon’s Take a PPC lock on “Prime Day”

Regardless of whether it chose or not, it is not clear, but competitors are on the verge of a Prime Day auction.

The first day of Amazon (two days) continues, and we are curious about how competing brands and retailers can challenge Amazon in search results and try to use the “first-day” problems more and more. As a result, Amazon "blocked the first day" in the search.

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If you are looking for a “competitive holiday”, you will find many articles about other retail stores and competitors, such as Wal-Mart, Target and eBay. But you cannot find the advertising of these competitors.

No ads when searching for discounts from competing retailers.

In some cases, Google shows popular stories without ads:

In other cases (this panel), the Amazon ad is the only ad displayed on the results page:

Brands and retailers cannot bid on the keyword "Golden Day". We contacted several agents who worked with retail customers and said that they did not invite the Golden Day keyword. At the same time, they found that Amazon seems to be the only advertiser.

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Unknown advertising "competitive offers."

Even if you are looking for “counterweights” or “competitive offers,” the revelation is looking for results that not obtained from Amazon.

Amazon showed regular and dirty prime-day ads, as well as product-specific ads such as the depot ads listed below.

We also saw the same treatment in Bing.

This is not a precedent.

Google asked Amazon to have some whitelist system so that other ads would not appear in the search results on the first day. It will not be unusual. Search engines may restrict advertising to official sponsors, such as the Olympic Games, or refuse to show advertising, as Bing did for the Super Bowl questions. A Google spokesman said he did not disclose such information to advertisers.

We contacted Amazon for comment but did not receive a response.

The results of organic news - probably your email inbox - show that Amazon’s competitors have been selling their sales during these two days. It is not clear whether these competitors are using “Prime Day” paid search because they don’t want it or not.