Instagram vs. Facebook Ads for Amazon Sellers: Which Platform Drives More Sales?
Written by Shahid R. KhanReviewed by Andrew L. Adler & Jonathan M. Adler
The Amazon marketplace is more competitive than ever, with over 9.7 million sellers worldwide fighting for visibility. Relying only on Amazon Ads is no longer enough.
Research shows that 80% of Amazon’s top-performing sellers use off-Amazon advertising to drive external traffic to their listings.
Social media ads, especially on Instagram and Facebook, are game changers for Amazon sellers looking to:
✅ Increase visibility beyond Amazon
✅ Create multiple touchpoints with potential customers
✅ Build brand awareness and trust
✅ Boost organic rankings by driving external traffic
But which platform works best for Amazon sellers—Instagram Ads or Facebook Ads? In this guide, we’ll break down:
- Key advantages and disadvantages of both platforms
- How Instagram and Facebook compare on costs, targeting, and conversions
- Which platform works best for different product types
- Best practices for running high-ROI ad campaigns
Why Amazon Sellers Need Paid Social Media Ads
Before choosing between Instagram or Facebook Ads, let’s explore why social media advertising is critical for Amazon success.
Amazon’s Algorithm Rewards External Traffic
Amazon’s A9 algorithm (soon evolving into A10) prioritizes listings that receive external traffic.
🔹 Products that attract outside traffic get a ranking boost
🔹 Amazon sees external traffic as a sign of high demand
🔹 More traffic = better organic visibility = more sales
Build a Brand Beyond Amazon
Amazon limits direct customer relationships, but social media advertising lets you:
✅ Build brand loyalty outside Amazon’s ecosystem
✅ Increase trust through social proof & influencer marketing
✅ Engage with customers directly before they buy
Reduce Dependence on Amazon’s Ads & Algorithm
If Amazon changes its algorithm or increases ad costs, your business won’t suffer if you have external traffic sources.
Instagram Ads for Amazon Sellers: Strengths & Weaknesses
Why Instagram Ads Work for Amazon Sellers
✅ Highly Visual Platform – Perfect for Product Showcasing
Instagram is image & video-driven, making it ideal for showcasing product benefits.
Best categories for Instagram Ads:
- Fashion & Apparel
- Beauty & Cosmetics
- Home Décor & Furniture
- Fitness Equipment
- Food & Kitchen Products
✅ Higher Engagement Rates
Instagram generates 23% more engagement than Facebook.
More engagement = more interactions, shares, and clicks.
✅ Seamless Influencer Marketing Integration
Instagram is the top platform for influencer marketing, with:
- 67% of brands preferring it for collaborations
- Easy partnerships with micro & nano influencers
- User-generated content (UGC) builds trust
✅ Best Performing Ad Formats for Amazon Sellers
- Stories & Reels: Full-screen, immersive video ads
- Carousel Ads: Showcasing product variations
- Shopping Ads: Tagging products for a seamless buying experience
✅ Younger Demographic with Strong Buying Power
31% of Instagram users are 25-34 years old, making it great for products targeting Millennials & Gen Z.
Challenges of Instagram Ads for Amazon Sellers
🚫 Higher Cost-Per-Click (CPC)
Instagram ads cost 20-30% more than Facebook.
- Average CPC: $0.70 – $1.00 (vs. Facebook’s $0.50 – $0.75)
🚫 Less Effective for Non-Visual Products
If your product isn’t visually appealing, Instagram may not be ideal.
🚫 Fewer Targeting Options Compared to Facebook
Instagram ads use Facebook’s ad system but offer fewer ad placements and targeting refinements.
Facebook Ads for Amazon Sellers: Strengths & Weaknesses
Why Facebook Ads Work for Amazon Sellers
✅ Unmatched Targeting Capabilities
Facebook offers the best ad targeting for eCommerce:
- Interest-based targeting (find customers based on preferences)
- Behavioral targeting (target past Amazon shoppers)
- Custom & Lookalike Audiences (target similar buyers)
- Retargeting Ads (bring back warm leads)
✅ Lower CPC & Broader Reach
With 3 billion active users, Facebook offers:
- Lower ad costs than Instagram
- Better ROI for testing new products & markets
- Stronger reach for older demographics
✅ Versatile Ad Placements
- News Feed Ads – High visibility, high engagement
- Marketplace Ads – Reaches users already shopping
- In-Stream Video Ads – Perfect for storytelling
✅ Better Analytics & Reporting
Facebook’s Ads Manager provides more detailed tracking than Instagram, helping sellers optimize campaigns efficiently.
Challenges of Facebook Ads for Amazon Sellers
🚫 Lower Engagement Rates
Facebook engagement rates are 38% lower than Instagram.
🚫 Less Effective for Highly Visual Products
For visually-driven products, Instagram outperforms Facebook.
🚫 Declining Popularity Among Younger Demographics
Facebook’s fastest-growing audience is 65+, making it less effective for Millennials & Gen Z-focused products.
Instagram vs. Facebook Ads: Side-by-Side Comparison
| Feature | Instagram Ads | Facebook Ads |
|---|---|---|
| Best for Product Types | Fashion, Beauty, Home Goods, Fitness | B2B, Technical Products, Older Demographics |
| Engagement Rate | High (3.96%) | Moderate (1.55%) |
| Click-Through Rate (CTR) | Moderate (0.52%) | Higher (0.89%) |
| Targeting Capabilities | Good | Excellent |
| Best Ad Formats | Stories, Reels, Shopping Ads | Video Ads, Carousel Ads, Lead Forms |
| Best for Branding | Yes | Yes |
| Best for Direct Sales | No | Yes |
Which Platform is Best for Amazon Sellers?
Use Instagram Ads If
✔ Your product has strong visual appeal (fashion, beauty, home goods).
✔ Your target audience is 18-34 years old (Millennials & Gen Z).
✔ You plan to work with influencers for marketing.
✔ You want higher engagement & branding-focused campaigns.
Use Facebook Ads If
✔ You need advanced audience targeting for precise ad delivery.
✔ Your product requires detailed explanations (tech, B2B, supplements).
✔ Your target audience includes 35+ age groups.
✔ You want lower CPCs & more cost-effective campaigns.
Best Practices for Running Instagram & Facebook Ads for Amazon
✅ Use Landing Pages Instead of Direct Amazon Links
🔹 Capture emails for future marketing
🔹 Improve tracking & retargeting
✅ Create Platform-Specific Creative Assets
🔹 Instagram: Focus on lifestyle imagery & UGC
🔹 Facebook: Include product details & long-form videos
✅ Leverage Retargeting for Maximum Sales
🔹 Use Meta Pixel for retargeting
🔹 Run sequential campaigns to nurture cold leads
✅ Test & Optimize Constantly
🔹 A/B test different headlines, images, and copy
🔹 Monitor engagement, CTR, and conversions
Final Verdict: The Best Social Media Ads Strategy for Amazon Sellers
🔹 Use Instagram Ads for branding, lifestyle positioning, and younger audiences.
🔹 Use Facebook Ads for detailed targeting, conversions, and multi-touch funnels.
🔹 Combine both for a powerful omnichannel strategy!
Start Running Ads Today & Drive More Amazon Sales! 🚀
