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Foundations of Retail Media

Amazon Ads

This course is targeted towards digital marketers, advertising professionals, business owners, marketing students, freelancers, and third-party businesses seeking a comprehensive understanding of retail media and digital advertising. As online shopping has grown in popularity with consumers, retail media has become more popular with brands. The term retail media refers to the actual advertising placed on a retailer’s media network. Third-party businesses that look to reach relevant audiences will work with a retailer to create ad campaigns for those digital channels.

This course will teach you the basics of of digital advertising, how to execute different advertising strategies, and how to set up campaigns successfully. You’ll learn different approaches to building digital ad campaigns, how to target the right customers, and how to evaluate and optimize the results of a campaign.

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What's inside

Syllabus

Amazon Advertising Foundations

This module covers both general digital marketing terminology as well as the basics of Amazon Ads solutions, with an emphasis on display advertising. Topics include an introduction digital advertising concepts and Amazon Ads, understanding audience solutions for display advertising, measuring display advertising campaigns, and reaching audiences across the customer journey.

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Read about what's good

what should give you pause

and possible dealbreakers

Explores retail media and digital advertising, which are essential components of modern marketing

Taught by Amazon Ads, who are recognized for their expertise in retail media

Teaches the fundamentals of digital advertising, making it accessible to beginners

Provides a comprehensive overview of Amazon Advertising Foundations and Retail Media

Covers advanced topics such as optimizing product detail pages and expanding into international marketplaces

Requires extensive background knowledge in digital marketing, which may be a barrier for some learners

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Reviews summary

Practical amazon retail media overview

According to learners, this course offers a largely positive and comprehensive introduction to retail media, with a strong emphasis on the Amazon Ads ecosystem. Students praise its practical content, highlighting how it provides actionable strategies for launching and optimizing digital ad campaigns, especially for those new to the field. Many found the modules on Sponsored Ads, metrics, and reporting particularly useful for immediate application. While it provides a solid foundation, some learners suggest that a deeper dive into advanced optimization techniques or a broader perspective beyond Amazon might enhance the experience, though it excels at its stated purpose as a foundational course.

Generally well-paced, though some wish for more advanced topics.

"Good overview, though some parts felt a bit rushed; I would have liked more in-depth case studies."

"The course is well-designed and covers a lot of ground quickly. I sometimes paused to re-watch sections."

"I felt a bit overwhelmed at times with the pace; it assumes a base level of digital marketing knowledge which I didn't fully have."

Deep dive into Amazon's advertising tools and platforms.

"This course is excellent for anyone looking to understand retail media, especially on Amazon."

"It's a very comprehensive introduction to Amazon's advertising ecosystem."

"I wished for a bit more general retail media strategy not exclusive to Amazon, but what it covers about Amazon is very well done."

Material is kept current with industry changes and Amazon updates.

"The course is updated regularly, which is a huge plus."

"I appreciate how current the content is, directly reflecting the latest Amazon Ads features."

"The material feels very relevant and applicable to the current digital advertising landscape."

Effectively introduces core concepts for those new to retail media.

"I highly recommend this for beginners in the field; it really demystifies Amazon Ads."

"It provides a solid foundation, especially for those new to Amazon Ads."

"If you already have some experience with Amazon Ads, much of this will be basic; it's truly for beginners."

Provides immediate, real-world strategies for digital advertising.

"I immediately applied some of the strategies to my clients' campaigns."

"The content is practical and well-structured... I appreciate the focus on practical application rather than just theory."

"It provides me with actionable strategies I can use for my digital ad campaigns."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Foundations of Retail Media with these activities:

Review Retail Media Concepts

Show steps

Refreshing your knowledge of retail media basics and Amazon advertising concepts will make it easier to understand the material in the first module.

Show steps

Read the course syllabus and review the module 1 overview.
Find and review any available external resources on retail media fundamentals.
Create a mind map or outline to summarize your understanding of core retail media concepts, such as audience targeting, campaign optimization, and measurement.

Create a Digital Binder of Course Materials

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Organizing and reviewing course materials in one central location will help you retain information and make studying more efficient.

Show steps

Create a digital binder using tools like Google Drive, Dropbox, or Evernote.
Upload all relevant course materials, including lecture notes, assignments, and readings.
Add additional resources, such as articles, videos, or blog posts.

Explore introductory tutorials on Amazon Ads

Show steps

Review and enhance fundamental concepts of digital advertising and Amazon Ads solutions.

Show steps

Identify a reputable platform or resource for Amazon Ads tutorials.
Select a tutorial that covers core concepts of Amazon Advertising.
Follow the instructions provided in the tutorial.
Take notes or summarize the key takeaways from the tutorial.
Consider applying what you've learned to a personal or professional project.

Six other activities

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Show all nine activities

Attend an Amazon Advertising Webinar or Conference

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Attending live events provides opportunities to learn directly from Amazon Advertising experts and connect with other professionals in the field.

Browse courses on Industry Trends

Show steps

Find and register for an upcoming Amazon Advertising webinar or conference.
Attend the event and actively participate in discussions.
Connect with speakers and other attendees on LinkedIn or other platforms.

Career center

Learners who complete Foundations of Retail Media will develop knowledge and skills that may be useful to these careers:

Content Strategist

Content Strategists are responsible for creating and managing content for websites, social media, and other digital platforms. The Foundations of Retail Media course can help Content Strategists better understand how to create content that is relevant to the needs of retail customers. The course also covers how to use digital advertising to reach and engage with retail customers.

See salaries and explore the career path for Content Strategist

Social Media Marketer

Social Media Marketers are responsible for creating and managing social media campaigns for businesses. The Foundations of Retail Media course can help Social Media Marketers better understand how to use social media to reach and engage with retail customers. The course also covers how to use digital advertising to drive traffic to retail websites.

See salaries and explore the career path for Social Media Marketer

Performance Marketing Manager

Performance Marketing Managers are responsible for managing the performance of digital marketing campaigns. The Foundations of Retail Media course can help Performance Marketing Managers better understand how to measure the performance of digital advertising campaigns and how to make adjustments to improve performance.

See salaries and explore the career path for Performance Marketing Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. The Foundations of Retail Media course can help Digital Marketing Managers better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.

See salaries and explore the career path for Digital Marketing Manager

eCommerce Manager

Ecommerce Managers are responsible for managing the day-to-day operations of an ecommerce business. The Foundations of Retail Media course can help Ecommerce Managers better understand how to use digital advertising to drive traffic to their websites and increase sales.

See salaries and explore the career path for eCommerce Manager

Digital Advertising Specialist

Digital Advertising Specialists are responsible for planning and executing digital advertising campaigns. The Foundations of Retail Media course can help Digital Advertising Specialists better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.

See salaries and explore the career path for Digital Advertising Specialist

Marketing Consultant

Marketing Consultants provide marketing advice to businesses. The Foundations of Retail Media course can help Marketing Consultants better understand how to use digital advertising to reach and engage with retail customers. The course also covers how to measure the performance of digital advertising campaigns.

See salaries and explore the career path for Marketing Consultant

Brand Manager

Brand Managers are responsible for developing and managing the brand of a company. The Foundations of Retail Media course can help Brand Managers better understand how to use digital advertising to build and strengthen the brand of a company.

See salaries and explore the career path for Brand Manager

Public Relations Specialist

Public Relations Specialists are responsible for managing the public relations of a company or organization. The Foundations of Retail Media course can help Public Relations Specialists better understand how to use digital advertising to reach and engage with customers and promote a positive image of a company.

See salaries and explore the career path for Public Relations Specialist

Sales Manager

Sales Managers are responsible for managing the sales team of a company. The Foundations of Retail Media course can help Sales Managers better understand how to use digital advertising to reach and engage with customers and drive sales.

See salaries and explore the career path for Sales Manager

Product Manager

Product Managers are responsible for managing the development and marketing of a product. The Foundations of Retail Media course can help Product Managers better understand how to use digital advertising to reach and engage with customers and drive sales.

See salaries and explore the career path for Product Manager

Operations Manager

Operations Managers are responsible for managing the day-to-day operations of a company. The Foundations of Retail Media course can help Operations Managers better understand how to use digital advertising to reach and engage with customers and improve the efficiency of operations.

See salaries and explore the career path for Operations Manager

Business Analyst

Business Analysts are responsible for analyzing the business needs of a company and developing solutions to meet those needs. The Foundations of Retail Media course can help Business Analysts better understand how to use digital advertising to reach and engage with customers and improve the efficiency of operations.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts are responsible for collecting and analyzing data to identify trends and patterns. The Foundations of Retail Media course can help Data Analysts better understand how to use digital advertising to reach and engage with customers and understand the impact of advertising on business outcomes.

See salaries and explore the career path for Data Analyst

Financial Analyst

Financial Analysts are responsible for analyzing the financial performance of a company and making recommendations on how to improve performance. The Foundations of Retail Media course may be helpful to Financial Analysts who are interested in understanding how digital advertising can impact the financial performance of a company.

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Reading list

We've selected eight books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Foundations of Retail Media.