You’re running a big discount. You’re running ads. But they’re on different timelines, handled in different dashboards. Without realizing it, you’ve cut your impact in half.

That’s the problem with treating ads and promotions like two separate levers. In reality, they’re gears. And gears only generate full power when they turn together.

How Advertising Helps Promotions  

Amazon promotions are only as powerful as the number of shoppers who actually see them. On Amazon, a discount doesn’t guarantee visibility—your deal can easily get buried under thousands of competing listings. That’s where advertising comes in.

Ads give your promotions the spotlight they need at the exact moment they’re most enticing. Sponsored Products and Sponsored Brands push your discounted product into prime positions, where shoppers are already searching with intent.  

That drives more eyes on your deal, more clicks through to your product page, and higher conversions while your discount is active.

That visibility also compounds. A promotion supported by ads often sparks a surge in sales velocity, which feeds into organic ranking gains. That means your product can continue to climb in visibility even after the promo ends, multiplying the long-term impact.

How Promotions Help Advertising  

On the flip side, promotions make your ad spend work harder. Shoppers are naturally more likely to click and convert when they see a lower price. A well-timed discount increases the effectiveness of every dollar you put into ads by boosting click-through rates and purchase intent.

With a cohesive strategy, you’re not just paying to drive traffic—you’re paying to drive traffic to a product that feels like an irresistible deal. That urgency doesn’t just lift conversions during the promo; it also improves your ad performance metrics, which can lead to more efficient bidding and stronger placements down the line.

Why It’s Important to Understand Ads and Promos Cohesively  

Let’s say your objective is to gain market share in a crowded category—like vitamins or pet supplements—during Q4.

If you only look at promotions in isolation, you might think: “We ran a 20% off coupon, sales spiked, job well done.” But without ad data layered in, you don’t know whether that spike came from new-to-brand shoppers or existing loyal customers who would have purchased anyway.

When you unify the two views, the picture changes:

• You see that ad-supported promos drove not just sales, but a higher percentage of new-to-brand conversions, expanding your customer base.

• You can measure whether the lift in sales velocity actually improved your organic ranking and Buy Box share relative to competitors.

• You learn whether certain ad placements work harder when paired with specific promotions, so you can reinvest budget where the ROI is highest.

Understanding ads and promotions together turns a blunt “discount for sales” play into a precise market-share growth strategy.

Quartile also adds another later of visibility and targeting into the mix, enabling the use of AMC data to target and understand a promo’s success with specific audiences.  

How Quartile Makes This Seamless  

Amazon promotion management and strategy is so complex and fast moving, few brand owners have the time, resources, or visibility to fully leverage them across their product catalog. It could be its own job – which is why we made it ours.  

With our Promo Management service, our retail media experts fully manage your Amazon promotions. We use proven playbooks we know work, leverage your real time and historical data to drive every decision, and we do so in unison with your existing advertising strategy.  

This cohesive and data-driven view enables us to leverage strategies that benefit both your Amazon Promotions and your Amazon Advertising – all while providing you dashboards and reports that help you understand how each and every Amazon promotion is directly impacting your business.  

We then layer in a competitive intelligence dashboard that monitors pricing and promotional strategies across your direct competitors in real-time and analyzes market share impact during promotional periods to deliver even greater strategy recommendations.  

In an ecommerce industry that asks more of you every day, we’ve streamlined this critical sales tool to make it work better and more easily for your business.  

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