Amazon is a marketing powerhouse. From its recommendations engine to sponsored product ads, there are many ways to reach customers and increase visibility of your brand.
Because of this, it’s important to have an effective Amazon marketing strategy that’s aligned with your brand and business goals. But you can’t just throw some darts at the board and hope they all hit the bullseye. An effective Amazon marketing strategy requires a lot of forethought and planning.
It’s not just about what tactics you use but also when you use them to make sure they all align with your overarching plan. Here are 17 ways you can boost your Amazon marketing strategy and help grow your business on this popular e-commerce platform:
1. Run Paid Advertising
Amazon has an advertising platform that lets sellers promote their products and boost visibility through a cost per click (CPC) bidding model. Click to get redirected to Amazon’s advertising platform, where you can select and create your ad. Because Amazon’s advertising platform is highly targeted, it’s best-suited to generate traffic and sales, not build brand awareness or engagement.
However, if your product or service is relevant to Amazon’s audience, it can also help you build brand awareness through click-through rates (CTRs).
You can also run ads on Amazon’s ad network to drive traffic to your website, but this option is well suited for retargeting and finding new customers. If you’re trying to boost engagement with your existing customers, it’s unlikely that they’ll click on the ads.
2. Utilize Amazon Sponsored Ads
The sponsored product ads are a great way to boost your Amazon marketing strategy. Sponsored product ads appear on product pages throughout Amazon as well as other third-party sites, including Google and Bing, if the product is for sale on Amazon.
They are also displayed on related search terms and product recommendations. These ads draw on keywords that are related to your products. You can choose which keywords to target based on your business goals and the products you sell.
You’ll need to have an existing product on Amazon or be listed in the Amazon Seller Central. You can also use the Amazon Advertising Network, which lets you advertise on other websites.
3. Create beautiful product pages
Good product pages are essential to any e-commerce site — but they can be even more critical if you’re trying to boost your Amazon marketing strategy. First, they improve the user experience since you don’t want to confuse potential buyers or make them feel like they’re lost in your store.
They also help you boost your Amazon marketing strategy because they can be used to drive traffic and increase sales.
4. Use Amazon Marketing Services (AMS)
Amazon Marketing Services, or AMS, is a self-serve platform for brands to promote their products. AMS offers a range of options, from promoting a single product to a portfolio of products.
These include Sponsored Products, Product Display ads, and Lightning Deals. Supply chain visibility is crucial for any business, especially e-commerce sellers. With an Amazon Business account, you can track your inventory, orders, and customers in one place.
If your business is B2B, consider signing up for the Amazon Trade-In program. This program lets businesses trade in their used products for Amazon gift cards. You can then use the gift cards to purchase new products.
Amazon Business can also be used to manage your entire business relationship with Amazon. You can use the software to manage orders, inventory, and customers. These are all important supply chain visibility functions.
5. Leverage Influencer Marketing
Amazon has become an influencer marketing powerhouse. While traditional advertising is still effective, it’s also very expensive and time consuming. Influencer marketing is easier and more cost-effective.
It’s also more personalized and engaging, since the influencers are talking directly to their followers. There are several ways to use influencer marketing with your Amazon marketing strategy. You can sponsor an influencer’s posts or give them free products in exchange for a shoutout.
You can also invite influencers to participate in your Amazon events, like product launches. If you hold an Amazon event, invite your influencers to join the fun. Let them know they can use their Amazon Prime accounts to get free two-day shipping. This will also let them know how convenient it is to shop with Amazon.
6. Offer free products to build your audience
While this tactic isn’t for every business, it can be an effective strategy for boosting your Amazon marketing strategy. The key, of course, is to choose products that are relevant to your industry and target market.
And you don’t have to hand out the goods for free — you can also sell them at a discount or offer them as a gift with purchase. This tactic is often used by authors to build their audience and get reviews.
But it can also be effective for boosting your Amazon marketing strategy and gaining traction. Offer free products to influencers and brand ambassadors. Let them know you appreciate their support and encourage them to leave a review.
Give them a discount code they can share with their followers to encourage them to also purchase your product.
7. Incorporate your product ads into your e-mail marketing strategy
Is your e-mail marketing strategy driving enough traffic to your Amazon products? You can boost your Amazon marketing strategy by incorporating your Amazon products into your e-mails.
This will help you increase sales and generate more revenue. You can also use your product ads to create a sense of urgency by letting people know when the sale ends. This is great for driving sales in the final hours before Prime Day.
8. Track the results and refine your strategies
Naturally, you’ll want to track your progress as you implement your Amazon marketing strategy. This allows you to measure how effective your strategies are and gives you insight into what works and what doesn’t.
It’s important to track your data and keep an eye on the trends. For example, you should notice trends in your AMS data and be able to draw conclusions about which products are most profitable and which ones need more attention. Use your data to inform your strategies and make adjustments where necessary.
If one strategy isn’t working as well as you’d hoped, try out another one to see if it generates more interest. Once you have a handle on your data, you can revisit your strategies and make adjustments if necessary. You can also use your data to inform your strategies and make adjustments if one strategy isn’t working as well as you’d hoped.
9. Optimize your listings with PPC advertising.
Like other advertising platforms, Amazon’s paid product promotion (PPC) ads are a good way to boost your Amazon marketing strategy. With PPC, you can drive traffic to your listing using keywords relevant to your product.
The ads show up at the top of the search results when someone searches for those keywords. You can choose the amount you’re willing to spend per click on your ad. This is called your bid amount and determines how often your ad appears in the search results. When you first start out, you may want to set a low bid amount to test your products and generate clicks.
Because PPC ads are so effective, there’s a chance you’ll spend all your money and run out of money. If you don’t have a big budget to start with, you may have to wait until you generate enough revenue to lift your ad again.
10. Partner with other brands to co-market and increase exposure for both parties.
If you’re not sure where to start with your Amazon marketing strategy, consider partnering with another brand and promoting each other. You can find other brands on Amazon and reach out to them with a proposition to co-market, or you can use tools like BrandVerity or Gaggle to find brands around the world.
Once you’ve found a brand you’d like to partner with, you’ll need to find out how to get in touch with them. If you’re using BrandVerity, you’ll want to sign up for a free account.
11. Define your target audience and their buying habits.
Before you even think about what products you want to sell, it’s important to first understand your customers and their needs. The better you understand your target audience and their needs, the easier it will be to create a product marketing strategy that resonates with them.
You should make a list of the types of customers you want to reach and what their main pain points are. That way, you can create product marketing strategies that solve their problems and drive sales.
Once you know who your ideal customer is, you can create a list of the types of products they’re looking for and their online buying habits. This will help you determine which products to sell on Amazon.
For example, if you know that your customers are always looking for new gadgets, a smart home device would be a great choice.
12. Decide what types of products you want to sell.
Let’s say you’ve determined that smart home devices are a good product to sell. Now you just need to make a decision on which type of device to sell. Before you start your product research and sourcing, you need to go into the process with a game plan. What are your goals for this product category?
What is the overall image you’re trying to portray with this product line? What type of customer are you trying to reach? What is the average profit margin for this product category? These are all important questions to consider when deciding what type of product to sell.
For example, if you want to create a high-end brand and sell a device that costs over $100, you’ll probably need a lot of capital upfront and patience. Whereas if you want to sell a device under $50 with a lower profit margin, you’ll need a different strategy.
You also need to consider where you want to position this product within your overall product line. For example, if you want to sell a smart light bulb, you can position it as a stand-alone product or with other smart home devices. Another option would be to sell a smart light bulb with a hub as a complete home automation system.
13. Create a product marketing strategy.
Once you’ve decided what products you want to sell, the next step is to create a product marketing strategy. This is essentially the plan for how you’re going to market your product on Amazon and bring more awareness to your brand.
You can create a product marketing strategy with an excel spreadsheet or a marketing planning tool like Hubspot’s marketing funnel. You can also start by making a list of the main tactics you plan to use to market your product. Here are some of the most effective Amazon marketing tactics:
- Product listing optimization: This is the first thing a potential customer will see when looking at your product and can greatly impact sales. It’s important to optimize your listing title, bullet points, and images for maximum visibility.
- Branding and outreach: Leveraging your authority and creating a brand that customers trust and remember is a great way to increase visibility. This comes from your product images, product title, copywriting, and product reviews.
- Amazon Sponsored Products: Sponsored Products can help you get more product visibility, drive more traffic to your product listing, and increase sales. It’s important to create a strategy for when to run sponsored products and how much you want to spend on each ad.
- Influencer marketing: This type of promotion is great for getting your product in front of a targeted audience who is most likely to buy your product. You just need to find relevant influencers and create a strategy for how to work with them.
14. Leverage Amazon Advertising Platform (AAP).
If you want to take your Amazon marketing strategy to the next level, you should consider investing in Amazon Advertising Platform (AAP). This is a self-serve platform that helps brands advertise their products directly on Amazon.
It’s a great way to expand your reach and bring more traffic to your products. You can choose to target customers who have shown interest in one of your products through browsing or searching, or customers who have visited your website but didn’t make a purchase.
The goal of AAP is to drive more traffic to these products and increase sales. However, you can’t just throw up a generic advertisement and expect it to perform well. You need to create a compelling ad that resonates with your audience and addresses their pain points. It’s also important to track your ad performance and make adjustments accordingly.
By tracking your ad performance, you can determine what type of ad performs best. This will help you create more effective ads and drive more sales.
15. Utilize Amazon Sponsored Products
Sponsored Products are powerful Amazon marketing tools that can help drive more traffic to your product listing. You can choose to promote your products on Amazon’s search page, product detail page, or product recommendation page. You can also promote your products using a combination of these methods.
Sponsored Products are a great way to expand your product’s reach and get in front of more customers who are likely to buy your product. However, the key to success with Sponsored Products is creating a quality ad that resonates with your target audience and drives clicks to your product. The most important piece of the ad is the headline, which will be displayed as a sponsored product.
It’s important to create a headline that grabs attention and explains what value your product offers. You can also add a catchy subtitle and bullet points to expand on your headline.
The image is also essential for increasing ad clicks. It’s a good idea to use an image that relates to the product in some way since images with text perform best. You can use the images from your product listing or create a new image for your ad.
16. Take advantage of Amazon’s product recommendations engine.
Within your product listing, there’s a section at the bottom titled “Customers who bought this item also bought”.
This is the product recommendation engine that Amazon uses to suggest products you might want to buy based on your purchase history. It’s important to take advantage of this feature and fill out the recommendations as much as possible. This helps draw more traffic to your product and increase sales.
It also allows you to showcase other products you sell and makes you look like a trusted seller. The more products you recommend, the more likely customers are to buy them. It’s important to recommend products that are relevant to your target audience or products that have a high conversion rate. You can also recommend products from your competitors by adding a “Also Bought” from their product listing.
17. These 3 tactics, plus great copywriting and branding.
These are the main tactics you should focus on to boost your Amazon marketing strategy. However, there are many other areas you should be focusing on as well. For example, consistent, high-quality, brand-focused copywriting is incredibly important when it comes to selling products on Amazon.
You also want to make sure you have a clear brand identity that all of your images, product descriptions, and product images reflect. A great way to boost your brand is to create a custom Amazon store badge that you can add to all of your product listings.
This will make your products stand out from all of the other sellers on Amazon and help boost your brand awareness.
Another important part of an effective marketing strategy is partnering with influencers for product giveaways or product discounts that drive more traffic to your Amazon product listing.
You can also increase brand awareness by participating in Amazon forums and group discussions where customers are asking questions and seeking advice.