Amazon Australia vs. Amazon US: How Advertising Strategies Differ

TL;DR

• Amazon US is larger and more competitive, requiring higher ad budgets and aggressive bidding strategies.

• Amazon Australia is a smaller, growing market with less competition and lower ad costs.

• Keyword strategies differ in that the US uses more long-tail keywords, while Australia requires local spelling and relevant keywords.

• Seasonal trends impact ads differently, with the US focusing on winter holidays and Australia on summer products.

• Customer behavior varies, with US shoppers prioritizing fast shipping, while Australian shoppers focus on local availability and fair pricing.

• Amazon consultants can help customize strategies for each market based on these differences.

Running ads on Amazon can help your business grow but your strategy needs to change depending on where you're selling. Amazon US and Amazon Australia may look similar, but the way you advertise in each marketplace is quite different.

Amazon US is a large, competitive marketplace with millions of sellers. To get noticed, you often need a bigger ad budget, smart keyword strategies, and strong bids. On the other hand, Amazon Australia is smaller, has less competition, and lower ad costs. This makes it a great option for local sellers and new brands to grow without spending too much.

But it’s not just about budget. The types of ads you can run, how people shop, seasonal trends, and even how fast you ship all affect how your ads perform. What works in the US may not work the same way in Australia.

In this blog, we’ll explain the key differences in advertising strategies between Amazon US and Amazon Australia. You’ll learn how agencies approach each market and how to choose the right plan for your brand whether you’re selling in one country or both.

What is the difference between Amazon US and Amazon Australia?

The main difference between Amazon US and Amazon Australia is the market size and competition. Amazon US is a large, mature marketplace with millions of active sellers and shoppers. It offers a wide range of products, more ad options, and higher traffic but it’s also much more competitive.

Amazon Australia, on the other hand, is a growing marketplace with fewer sellers and less competition. It’s still developing, which means lower ad costs, fewer product listings, and more room for new brands to stand out.

Other differences include available features, customer behavior, shipping expectations, and seasonal trends. Sellers often need to adjust their strategies depending on which market they’re targeting to get the best results.

Is keyword strategy different for Amazon Australia and the US?

Yes, the keyword strategy for Amazon US and Amazon Australia is different and it’s important to understand why.

The Amazon US market is much larger, with more shoppers and sellers. This means there’s more competition for keywords, and ad costs are usually higher. To stand out, sellers often use detailed keyword research for Amazon products and use long-tail keywords (more specific phrases). You also need to regularly test and adjust your keywords to stay competitive.

In Amazon Australia, the market is smaller with less competition, so you don’t need as many keywords or a huge budget to get results. However, since fewer people are searching, it’s important to choose keywords that are highly relevant to your product. Local spelling and word choices also matter for example, “colour” in Australia vs. “color” in the US.

The best strategy is to treat each marketplace separately. Don’t copy the same keyword list across both. Instead, do local keyword research, look at what Australian shoppers are typing in, and adjust your ads to match. By using the right keywords for each region, you’ll get more clicks, better sales, and more value from your ad budget.

Practical example:

On Amazon US, people often search for "noise-cancelling wireless earbuds" or "best earbuds for running", looking for features like long battery life and waterproof designs for active use. In Amazon Australia, shoppers search for "wireless earbuds Australia" or "earbuds with good sound quality", with more focus on water-resistant earbuds for outdoor activities and sound quality for commuting.

The main difference is that US shoppers focus on fitness features, while Australians care more about quality and travel-friendly designs. Adjusting your keywords to fit these preferences helps improve ad performance in both markets.

How does ad spend and bidding strategy vary by region?

Ad spend and bidding strategies can differ between Amazon USA and Amazon AU because of the size of the markets and the level of competition.

• In Amazon USA, the market is much larger and more competitive. As a result, you may need to spend more on ads to stand out. Higher bids are common, and cost-per-click (CPC) strategies are more aggressive. You might also use detailed keyword targeting to reach specific customer groups, as the U.S. has a larger and more diverse customer base.

• In Amazon AU, the market is smaller and less competitive, so ad spend tends to be lower. You can usually get good visibility with lower bids. Since there is less competition, targeting can be broader, and you may focus on reaching general customer groups rather than specific niches.

In both regions, ad spending and bidding need to be adjusted based on the competition and audience behavior in each market. You can hire the best Amazon consulting experts who boost your advertising optimization for optimal performance. 

Do seasonal trends affect ads differently in the US and Australia?

Yes, seasonal trends affect ads differently in the US and Australia because of differences in climate, holidays, and cultural events.

• In the US, big holidays like Thanksgiving, Black Friday, Cyber Monday, and Christmas lead to a sharp increase in ad spend and competition. These holidays create a lot of demand, so advertisers often bid higher to get their products noticed. During winter, ads focus on holiday gifts, winter gear, and festive products as shoppers are buying for the season.

• In Australia, the seasons are different. While the US is in winter, Australia is in summer. During the Christmas and New Year period, Australians spend a lot, but the focus is on summer products like outdoor items and beach gear. Other key shopping times include Easter and Boxing Day sales, although they usually see less competition than major US holidays.

In both countries, it’s important to adjust your ad strategies for these seasonal changes.

How does customer behavior differ on Amazon US vs. Amazon Australia?

How do agencies approach Amazon advertising in each marketplace?

Amazon marketing services are different in the US and Australia due to differences in market size, customer behavior, and competition.

USA

In the US, agencies focus on a more aggressive strategy due to the large and competitive market. They often use high bids and target popular keywords to reach a wide audience. Sponsored Products and Sponsored Brands ads are commonly used to drive traffic, especially during busy shopping seasons like Prime Day and Black Friday. Retargeting with Sponsored Display Ads is also popular to capture repeat visitors.

Australia 

In Australia, the market is smaller, so agencies can use lower bids and broader targeting strategies. They focus more on building brand awareness with Sponsored Brands and Amazon product display ads. Since Australian customers care about local products and fast shipping, agencies prioritize these aspects in their campaigns. Mobile shopping is growing, so agencies also focus on making ads mobile-friendly.

Both regions require agencies to adapt their approach based on customer preferences, competition, and local trends.

Final thoughts

Advertising strategies on Amazon differ between the US and Australia due to key factors. The Amazon US market is larger and more competitive, so advertising costs and bidding strategies tend to be higher. On the other hand, Amazon Australia is still growing, offering opportunities to reach a less crowded audience with lower ad costs.

Keyword strategies also need to be adjusted. While the basics are the same, local language and search habits should guide your keyword choices. Seasonal trends affect ads differently in the US and Australia, so it’s important to account for these variations.

Customer behavior varies too: US shoppers often expect fast shipping and frequent discounts, while Australian shoppers may value local availability more. To get the best results, it’s important to work with Amazon consultants who understand these differences and can adjust your strategy for each market.