Question: Vanessa, an advertiser selling in the Amazon store wants to set up a creative to drive traffic to specific product detail pages. What type of component-based creative should Vanessa use to achieve this?
- Brand Store Creative (BSC)
- Asset Based Creative (ABC)
- Responsive eCommerce Creative (REC)
Explanation
Responsive eCommerce Creative (REC) is the component-based creative format used to promote products sold in the Amazon store. It can use associated ASINs to generate ecommerce display ads that direct shoppers to product detail pages. REC can include retail-aware elements such as product images, pricing, deals, and ratings from the Amazon store. This makes it the appropriate choice when the objective is traffic to specific product detail pages.
Why the other options are incorrect
Brand Store Creative (BSC) is incorrect because it is used to drive traffic to an Amazon Store, not specific product detail pages.
Asset Based Creative (ABC) is incorrect because it uses uploaded creative assets rather than automatically generating ecommerce ads from product ASINs.
Source for verification
https://advertising.amazon.com/resources/ad-specs/ecommerce
https://advertising.amazon.com/help/GJM25U3CJNVFC6QY
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