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Lego eyes Amazon for a larger slice of retail search budget


Lego is focusing increasingly on Amazon, not just Google, when it comes to search advertising.

Online retail and voice assistants are fast-growing areas for the advertiser’s ads, said Luis Navarrete Gómez, head of global search marketing at Lego. Amazon dominates both areas, which has resulted in the online seller taking a larger slice of Lego’s paid search budget. Gómez said that growth is admittedly from a low base, but is showing no signs of slowing down, particularly now that Lego has an established Amazon store and a two-month-old Alexa skill for the Amazon Echo.

“[Spending on] Amazon ads has increased over the last three years, and it does a job for us now that it didn’t do before,” Gómez said. “If Amazon keeps growing consistently [for Lego], then its role will become more important.”

Lego’s Amazon store acts as a dedicated landing page on Amazon where no competitors can advertise, making it an ideal place to drive traffic from external sources such as Facebook. Nearly 6 in 10 (56 percent) of shoppers in the U.S., the U.K., Germany and France start their product searches on Amazon, according to a Kenshoo study of 31,000 people.

Amazon shoppers are generally lower-funnel purchasers that aren’t as engaged with Lego…