Amazon Widgets for Fun and Profit!

Zahid Khan, Product Manager, Amazon Associates

January 13, 2009

Introduction

Amazon ServicesZahid KhanAngela Pak

Amazon Associates overview

Build Links & Banners

aStore

Widgets

Main Entry: wid·get Pronunciation: \ˈwi-jət\ Function: noun Etymology: alteration of gadget

Definition: Amazon Widgets are rich, interactive mini-applications that bring Amazon functionality to your website.

What are Widgets?

Widgets

Anatomy of a Search Widget

View Search results inline (viewers don’t leave your site)

Set default search term

View ratings/price info in popover

Filter search results by product category

Customize size/color theme to match your site

[Demo]

Why use Widgets?

=

Longer user sessions

Better monetization

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

Slideshow has 92% higher CTR than Banner

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

Slideshow has 25% higher CTR than Text Links

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

Slideshow has 150% higher CTR than Product Previews enabled Text Links

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

My Favorites has 46% higher CTR than Banners

Widgets versus Links/Banners

Comparing Conversion rates

Vs.

Wish List converts 150% better than Product Preview enabled ASIN link

Widgets versus Links/Banners

Comparing Conversion rates

Search Widget converts 150% better than Search Terms text link

(http://www.amazon.com/gp/search?ie=UTF8&keywords=Coldplay&tag=ohmyki-20&index=digital-music&linkCode=ur2)

Vs.

Widgets versus Links/Banners

Comparing Conversion rates

Search Widget converts 86% better than Banners

Vs.

What works?

1. Select the right widget for the job

2. Place it in the best available spot

3. Use widgets as a self-expression tool

4. Change widget content regularly

Select the right widget for the job

What’s best for *your* site?No ‘one-size-fits-all’ solutionIs it a product-focused niche site?

Search Widget, My Favorites, Carousel

Is it a personal blog? My Favorites, Wish List, Carousel

Do you run a movies/music related site? Use MP3 Clips, TV & Movie Show preview widget

Place it in the best available spot

What widget size/placement works best?Center of Page size for one-off, very topic-

specific widgetBanner/Sidebar sizes for products that are

relevant over a longer period of timeFree-size widgets when you control the

size of the ad slot

Place it in the best available spot

What ad sizes are supported by Widgets? Some widgets are ‘free-size’:

Others have preset IAB sizes:

Use Widgets as self-expression tool

Add user comments to My Favorites, Slideshow, MP3 Clips

Use Widgets as self-expression tool

Even personalizing the widget title helps

Change widget content regularly

Should you hand-pick products or let Amazon decide?

Hand-picked wins over automated selection any day

Can you regularly update your hand-picked selection?

If you use Bestsellers/New Releases, select a category that’s relevant to your site. Change category frequently.

Change widget contents regularly

Widget Source for power usersCreate widgets programmaticallyEasily change widget contents by making

simple changes in code.Complete programmatic control over widget

look-and-feelBuild really cool mashups with Widget

Source [Demo]

As with all other ad types: Experimentation and Measurement are key.

Spot the Widget: http://www.101cookbooks.com/

SoundUnwound: Widget as Content

<script type='text/javascript'> var amzn_wdgt={widget:'MP3Clips'}; amzn_wdgt.tag='soundu-20'; amzn_wdgt.widgetType='ASINList'; amzn_wdgt.ASIN='B0016CGROY';amzn_wdgt.title=''; amzn_wdgt.width='234'; amzn_wdgt.height='60'; amzn_wdgt.shuffleTracks='True'; </script> <script type='text/javascript' src='http://wms.assoc-amazon.com/20070822/US/js/swfobject_1_5.js'> </script>

Deals Widget on PSP Gaming site

Don’t …

1. Don’t plaster your page with lots of widgets

2. Don’t give up if a specific widget doesn’t work for you

3. Don’t replace all your links/banners with widgets

Coming up in Widgets …

1. More customization color themes, size

2. More niche widgets window into different Amazon.com features

3. Streamline widget creation and maintenance

4. Widgets on Site Stripe Build widgets as you shop on Amazon.com

Questions & Comments?

Join now for free at amazon.com/associates

Contact me at zakhan@amazon.com