In 2018, Amazon was crowned the third largest online advertising platform behind Facebook and Google. And though Amazon's share is relatively small compared to these behemoths, that share is growing quickly. Consumer electronics brands not only face competition from deep-pocketed giants like Sony and Samsung, but also from the combined force of thousands of long-tail brands and sellers and big late-mover entrants like Apple. To stay afloat without burning through their budgets, consumer electronics brands must devise SEM and SEO strategies that are not simply balanced, but thoroughly cooperative. This means dutifully monitoring performance and optimizing content where organic visibility is weak and leveraging sponsored listings to boost rank or appear against more keywords.