TL;DR
- eBay offers Promoted Listings, and Amazon provides Sponsored Products, Sponsored Brands, and Sponsored Display ads.
- Amazon has more advanced targeting options, while eBay uses simpler keyword and category targeting.
- Both platforms are easy to set up, and their tools are straightforward to use.
- Amazon gives more detailed reports on orders and inventory, while eBay focuses on traffic and ad performance.
- Amazon ads cost more but can boost brand awareness; eBay ads are cheaper and still help grow sales.
- Both platforms let you adjust ad settings, but Amazon offers more advanced targeting options.
Did you know that nearly 60% of shoppers start their buying journey on Amazon?
For sellers, this means the competition for visibility is fierce, and effective advertising is crucial to standing out. But when it comes to choosing between Amazon Australia and eBay Australia, which platform offers the better advertising options to help you reach your audience and boost sales?
As an Amazon seller, you might be familiar with the challenges of promoting your products in a crowded marketplace. Amazon offers a variety of ads, but is it the best platform for your ad spend? On the other hand, eBay Australia also has advertising options that might be more suited to sellers looking for different ad strategies.
In this blog, we’ll compare the advertising options on both platforms, looking at costs, targeting, ad types, and more to help you make the right decision for your business.
What ads you can run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
- Standard (Cost-Per-Sale): You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
- Advanced (Cost-Per-Click): You pay for each click on your ad, even if it doesn’t make a purchase. This strategy helps you get premium ad placements and more control over targeting.
It’s worth noting that eBay Australia currently doesn’t allow Classified Ads for most categories or “wanted” ads on the platform. By using Promoted Listings effectively, you can increase exposure for your products and improve your chances of making sales.
What ads you can run on Amazon Australia
Amazon Australia offers sellers three main types of ads to help increase product visibility and boost sales:
Sponsored Products:
Amazon sponsored ads promote individual products and appear in search results or on product detail pages. They are cost-per-click (CPC), meaning you pay only when a customer clicks on the ad. Sponsored Products are easy to set up and great for increasing specific items’ visibility.
Sponsored Brands:
Sponsored Brands ads feature your brand logo, a custom headline, and a selection of your products. They show up in search results and help increase brand awareness. These ads can direct shoppers to your Amazon Store or a custom page, making them ideal for promoting multiple products and building brand recognition.
Sponsored Display:|
Sponsored Display ads reach shoppers both on Amazon and on third-party websites. They help you retarget people who have viewed your products or similar ones, encouraging them to return and make a purchase. Sponsored Display ads are useful for engaging potential customers at various stages of their shopping journey.
By using these ad options, sellers on Amazon Australia can attract more customers, build their brand, and drive sales.
How targeting works on both platforms
| Platform | Targeting options | Details |
| Amazon Australia | Keyword targeting | Target based on relevant search terms used by potential buyers. |
| Product targeting | Promote your products on detail pages of similar or complementary items. | |
| Audience targeting | Reach customers based on their shopping behavior and interests (e.g., frequent buyers). | |
| eBay Australia | Keyword targeting | Target based on the search terms buyers use when looking for products. |
| Category targeting | Advertise within specific product categories to increase visibility among relevant shoppers. | |
| Item targeting | Promote individual listings based on buyer interest or activity with similar items. |
Types of ads and where they show up
Amazon Australia
- Sponsored Products: These ads appear in search results and product detail pages. They promote individual products based on keywords and product targeting, helping your item stand out among similar listings.
- Sponsored Brands: These ads feature your brand’s logo, a custom headline, and a selection of products. They show up at the top of search results, helping build brand awareness and drive traffic to your Amazon Store.
- Sponsored Display: These ads show up on product detail pages, shopping results, and even on other websites. They help target potential customers based on their browsing behavior.
eBay Australia
- Promoted Listings: These ads appear in search results and on product detail pages. You can choose which listings to promote, and eBay will show them more prominently in front of potential buyers.
- Promoted Listings Standard: These are cost-per-sale ads where you can set a percentage to promote your products based on the sale price, giving you visibility in top search results.
Both platforms offer various ad types to enhance visibility and reach.
How easy it is to set up and manage ads
Amazon Australia
Setting up Amazon sponsored ads on Amazon AU is easy. First, choose the product you want to advertise and pick the ad type (Sponsored Products, Sponsored Brands, or Sponsored Display). For Sponsored Products, you can use Amazon’s keyword research tools and easily manage your ads. Amazon has tools to adjust bids, check performance, and make changes. You also get clear reports to help improve your results.
eBay Australia
Setting up ads on eBay AU is also easy. With Promoted Listings, just pick the items you want to promote, set an ad rate, and choose categories. The process is simple and clear. eBay provides easy-to-read reports so you can track how your ads are doing and make changes if needed. It’s a user-friendly platform that works well for sellers of all experience levels.
What kind of reports and data you get
| Report type | eBay Australia | Amazon Australia |
| Sales reports | Shows what you’ve sold, how much money you’ve made, average prices, and sales by category. Helps find your best-selling products and trends. | Shows how many units you’ve sold, how much revenue you’ve made, and your sales patterns. Helps you identify top products and seasonal changes. |
| Traffic reports | Tells you how many people viewed your listings, where the traffic came from, and which listings get the most attention. | Not mentioned for Amazon in the content provided. |
| Promoted listings reports | Tracks your ad campaigns: how many people saw them, clicked them, bought through them, and how much you spent. | Not mentioned for Amazon in the content provided. |
| Inventory reports | Not mentioned for eBay in the content provided. | Shows how many items you have in stock, including SKU, price, and quantity. Helps you keep your inventory levels in check. |
| Order reports | Not mentioned for eBay in the content provided. | Lists customer orders, their status, and details like who bought what. Helps you manage orders more easily. |
| FBA business reports | Not applicable to eBay. | Provides data on Amazon FBA inventory, shipments, and returns. Helps you manage your FBA stock and track fulfillment. |
| Payments reports | Not mentioned for eBay in the content provided. | Breaks down your earnings, fees, and any expenses. Helps you keep track of your finances. |
How much ads cost and what return you can expect
Amazon Australia
On Amazon AU, the cost of ads depends on factors like the keywords you target and your bidding strategy. With Sponsored Products, you pay on a cost-per-click (CPC) basis, meaning you only pay when someone clicks on your ad.
The cost per click usually ranges from AUD $0.50 to $2.50, but it can be higher for popular keywords. The return on investment (ROI) varies based on your product’s conversion rate and how well your ads are set up. Many sellers aim for around a 20%–30% return on ad spend (ROAS), but this can differ.
eBay Australia
On eBay AU, Promoted Listings also use a CPC model. The fee is typically 1% to 20% of your product’s sale price, depending on the product category. Sellers often see up to 40% more sales with promoted listings compared to non-promoted ones. As with Amazon, success on eBay depends on how well you target ads and set competitive prices.
How much control you have over your ads
Amazon Australia
On Amazon AU, you have significant control over your ads. With Sponsored Products and Sponsored Brands, you can manually choose keywords, set bids, and target specific products or audiences. However, if you use automatic targeting, Amazon handles keyword selection for you, giving you less control but providing valuable data for Amazon product listing optimization.
eBay Australia
On eBay AU, you also have control, particularly with Promoted Listings. You can choose the ad rate percentage, which impacts where your products show up. While eBay doesn’t offer as many targeting options as Amazon, you can still control how much you bid and which products to promote, ensuring visibility where it matters most.
Which platform gives better value for advertising
| Platform | Advertising options | Value for advertising |
| Amazon Australia | Sponsored Products, Sponsored Brands | Amazon ads are great for driving sales, especially with Sponsored Products and Brands. They can be expensive in competitive categories, but if managed well, they offer a good return on ad spend (ROAS). |
| eBay Australia | Promoted Listings | eBay offers lower ad costs than Amazon, and many sellers see up to 40% more sales. While targeting is more limited, the cost and high sales potential make it a good choice for small budgets. |
Final thoughts
Choosing the right advertising platform like Amazon Australia or eBay Australia depends on your business needs and goals. Amazon AU offers powerful ads with more control and targeting options, making it ideal for larger campaigns but potentially more costly.
On the other hand, eBay AU provides a more budget-friendly option with Promoted Listings, which is perfect for smaller sellers looking to boost visibility and sales with lower costs.
If you’re unsure which platform suits your business or need expert help optimizing your ads, our Amazon consultants are here to assist. We can guide you through effective strategies to maximize your ad spend and grow your brand on Amazon Australia.
About The Author
Jimi Patel
Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.