This time, in response to the request, we’ll analyze how the visual attention percentage changes based on the placement of Amazon search results. Additionally, we’ll explore how the Amazon Sponsored Brand ads that appear at the top of the page affect the visual attention percentage for top-listed products within the first view of the search results page.

1. Analysis of placement positions on Amazon’s search results page

The analysis was conducted on the search results page when searching for ‘Towel Imabari.’ The Amazon Sponsored Brand ad (video) from OSTD Store was displayed. We analyzed how the visual attention percentage changes when the part of the video believed to have the least impact on visual attention, indicated by white color, was present.

It appears that the Focus Map highlights a similar trend as before. The video portion of the Amazon Sponsored Ad doesn’t attract visual attention, while the focus remains on the product images and the store logo. Similarly, the fourth listed product receives minimal visual attention. Insights drawn from this observation include:

– To direct visual attention toward product images or the store’s pathway, considering elements within the video that don’t draw much visual attention could be beneficial.
– There seems to be a correlation between the top four products, often associated with higher Click-Through Rates (CTR), and their placement on the right side. As they move right, the visual attention percentage decreases, potentially leading to a decrease in CTR. Hence, exploring positions towards the left, right, or center of the placement might be necessary.

The translation of your text into English would be:

Next, we’ll look at the search results page when searching for ‘towels’ on Amazon. In contrast to the previous example, the tt stay with you store is displaying an Amazon Sponsored Ad at the top of the page, featuring the main product image and three additional product images that lead to their respective product detail pages.

Similarly to before, upon analyzing with the Focus Map, the Amazon Sponsored Ad attracts visual attention quite evenly from the main image to the three additional product images. However, it’s confirmed that the image in the fourth position lacks attention and becomes a blind spot.

2. Analysis of the impact on the visual attention percentage for top-listed products in Amazon Sponsored Brand ads

Using Attention Insight’s Comparison feature, we analyzed how the visual attention percentage changes for products listed below due to the Amazon Sponsored Brand ad’s creative elements. One common observation across both search results pages is that the Amazon Sponsored Ad garners approximately 29-41% of visual attention in the first view. In cases where product or store recognition is limited and there’s a stagnation in acquisition through general keywords, the recognition effect of this Amazon Sponsored Ad is likely to be highly significant.

Another insight to note is that the visual attention percentage of the Amazon Sponsored Ad in the second search results page is around 13% higher than the first one. However, it’s notable that its impact is most prominent on positions 2 to 4 in the listings. Particularly, positions 2 and 3 experience a significant decrease in visual attention percentage. Hence, it’s evident from this analysis that when assessing the Click-Through Rate (CTR) of the top positions, it’s crucial to consider analyzing the Amazon Sponsored Ads placed above them as well.

In the next analysis, we plan to delve into the positions of listed products beyond the first view. Stay tuned for that!

Masaki “Mark” Iino
Founder & CEO
SOPHOLA, Inc