Since early 2018, Amazon has made a notable shift away from displaying organically placed products in their search results to a “pay-to-play” model focusing heavily on giving priority to advertised products at the top of the search results. According to a 2022 Marketplace Pulse article, of the top 20 products that consumers view in the Amazon search results, 80% are paid or curated. Because of this, having the ability to access all of these paid and curated spots is becoming more and more critical. One of those curated spaces that Amazon has given high importance as of the time of this article is the climate friendly pledge program.
What Is The Climate Pledge Friendly Program?
Amazon’s Climate Pledge Friendly (CPF) is a labeling program designed to help customers identify and purchase products that meet certain sustainability criteria. It was introduced as part of Amazon’s commitment to achieving net-zero carbon emissions by 2040, a decade ahead of the Paris Agreement’s targets. The program aims to encourage customers to make more informed choices by highlighting environmentally friendly products.
Amazon has reserved 4 -5 of the top 20 product placements exclusively for climate pledge friendly enrolled products in many high-value high-volume keyword searches across multiple product categories such as Electronics, Home & Kitchen, and Baby, representing millions of unique searches each month and it looks as if Amazon is continuing to expand this program.
CPF Benefits For Amazon Sellers
Amazon is using this program to reward brands that are helping with their initiative with more product visibility. Having your products in the Climate Pledge Friendly program allows you to give your product the CHANCE to be viewed higher up in the search results pages. Although it may not be there every time someone is on that page, you are still fighting to be in the top 5 rows of the search results pages instead of being buried further down. If not, you have a higher chance at losing to competition since this section, along with the sponsored ad spaces, are taking up the prime real estate on these results pages. in this high-volume search term example to the right, CPF represents 22% of all product placement spots.
This example shows that even if your products are ranking anywhere from 7-25 you are already bumped towards the bottom of the first page and possibly even moved to the second. These changes are making it more apparent to advertise within Amazon to even be found and bought.
This example shows that even if your products are ranking anywhere from 7-25 you are already bumped towards the bottom of the first page and possibly even moved to the second. These changes are making it more apparent to advertise within Amazon to even be found and bought.
Stop Losing Potential Product Exposure
At the moment, the CPF spots appear to be a mix of non-targeted paid and organic placements so there is no cost compared to the potential upside if your products are featured within the search results. You will also prepare yourself if Amazon grants advertisers the ability to specifically target these spots. Being aware of the ever-changing ad landscape on Amazon is a critical piece to achieving and maintaining a successful ad strategy.
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