Widgets for Fun and Profit!

Woody Wood, Product Manager, Amazon Associates

August 10, 2009

Introduction

AmazonWoody WoodAngela Pak

Amazon Associates overview

Widgets

Main Entry: wid·get Pronunciation: \ˈwi-jət\ Function: noun Etymology: alteration of gadget

Definition: Widgets are rich, interactive mini-applications that bring functionality to your website.

What are Widgets?

Q. When is a widget not a widget?

Gadgetse.g. Google Gadgets, Vista

Sidebar Gadgets, Apple Dashboard Widgets

GUI widget

A. When it’s for you!

How does it work?

Creators Distributers Publishers Viewers

Advertisers

Widget Creators

Why create a widget?

• Dynamic

• Mini

• Viral

How do Widget Creators make money?

• CPC, CPM, CPA models all work

• Indirect value

Widget Distributors

Why distribute Widgets?

• brokering between creators and publishers

• able to inject advertising

Widget Publishers

Why publish widgets?

JupiterResarch 2008

Why use Widgets?

=

Longer user sessions

Better monetization

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

Slideshow has 92% higher CTR than Banner

Widgets versus Links/Banners

Comparing Click-through rates

Vs.

Slideshow has 25% higher CTR than Text Links

Affiliate Widget Examples

Ticketmaster EventEngines

Library Thing & Shelfari

GetGlue

Widgets

Anatomy of a Search Widget

View Search results inline (viewers don’t leave your site)

Set default search term

View ratings/price info in popover

Filter search results by product category

Customize size/color theme to match your site

[Demo]

What works?

1. Select the right widget for the job

2. Place it in the best available spot

3. Use widgets as a self-expression tool

4. Change widget content regularly

Select the right widget for the job

What’s best for *your* site?No ‘one-size-fits-all’ solutionIs it a product-focused niche site?

Search Widget, My Favorites, Carousel

Is it a personal blog? My Favorites, Wish List, Carousel

Do you run a movies/music related site? Use MP3 Clips, TV & Movie Show preview widget

Place it in the best available spot

What widget size/placement works best?Center of Page size for one-off, very topic-

specific widgetBanner/Sidebar sizes for products that are

relevant over a longer period of timeFree-size widgets when you control the

size of the ad slot

Place it in the best available spot

What ad sizes are supported by Widgets? Some widgets are ‘free-size’:

Others have preset IAB sizes:

Use Widgets as self-expression tool

Add user comments to My Favorites, Slideshow, MP3 Clips

Use Widgets as self-expression tool

Even personalizing the widget title helps

Change widget content regularly

Should you hand-pick content or let Widget Owner decide?

Hand-picked wins over automated selection any day

Can you regularly update your hand-picked selection?

If you use Bestsellers/New Releases, select a category that’s relevant to your site. Change category frequently.

Change widget contents regularly

Widget Source for power usersCreate widgets programmaticallyEasily change widget contents by making

simple changes in code.Complete programmatic control over widget

look-and-feelBuild really cool mashups with Widget

Source [Demo]

As with all other ad types: Experimentation and Measurement are key.

Spot the Widget: http://www.101cookbooks.com/

SoundUnwound: Widget as Content

<script type='text/javascript'> var amzn_wdgt={widget:'MP3Clips'}; amzn_wdgt.tag='soundu-20'; amzn_wdgt.widgetType='ASINList'; amzn_wdgt.ASIN='B0016CGROY';amzn_wdgt.title=''; amzn_wdgt.width='234'; amzn_wdgt.height='60'; amzn_wdgt.shuffleTracks='True'; </script> <script type='text/javascript' src='http://wms.assoc-amazon.com/20070822/US/js/swfobject_1_5.js'> </script>

Deals Widget on PSP Gaming site

Don’t …

1. Don’t plaster your page with lots of widgets

2. Don’t give up if a specific widget doesn’t work for you

3. Don’t replace all your links/banners with widgets

Coming up in Widgets …

1. More customization color themes, size

2. More niche widgets window into different Amazon.com features

3. Streamline widget creation and maintenance

4. Widgets on Site Stripe Build widgets as you shop on Amazon.com

Questions & Comments?

amazon.com/associates

Contact me (Woody) at andrwood@amazon.com