There are 150.6 million unique Amazon users as of March 2021, showing this eCommerce platform’s huge user base. The Amazon marketplace is becoming increasingly crowded, making it more difficult for retailers and vendors to compete.
The majority of Amazon visitors never look past the first page of results, which means if your product does not appear on the first page, you will have challenges selling your products – no matter how good they are. Amazon marketing is the need of the hour, and this blog is dedicated to demonstrating how to do it.
As an eCommerce leader, Amazon offers its users a platform for third-party retailers, brands, companies, and independent retailers to sell their products and services online.
Amazon marketing is the method of marketing your goods and services on Amazon’s eCommerce platform to promote your product and services. There is a range of unique Amazon products that can be used to run paid campaigns within the platform, including Amazon Marketing Services (AMS), Amazon Advertising Platform (AAP), and Amazon Media Group (AMG). Among the advertising options are sponsored products, headline search advertisements, and product display ads.
In this article, you will learn what Amazon marketing is, why it is important for business success, and how you can successfully market on Amazon to increase sales.
Why Should Someone Invest in Amazon Marketing?
Advertise your products to customers through search results, using keywords and product details pages. This option offers an automated and manual choice of keywords. This kind of marketing in amazon also allows you to take benefit of the Amazon Bid+ feature, which can increase the probability that your ads will be displayed in the upper tier of the results by raising the default bid up to 50%.
Headline Search Ads
As previously mentioned, they have targeted ads displayed over the results of searches. What differentiates headline ads from other display or sponsored ads is the capacity to show multiple products in the same ad, as in modifying the creative. This ad is based on an auction-based pricing method and is continuously running.
Product Display Ads
This technique is ideal for cross-selling and up-selling on detail pages for similar products. The ads are displayed in categories or groups of interest that you choose and on detail pages for mobile and desktop. Amazon PPC Advertising is run using a cost-per-click basis and permits creative customization of headlines. They also provides coupon or vendor power coupons to highlight your unique selling point to the target audience.
Amazon Marketing Strategy
Amazon describes its vision of the business in its 2008 filing to the SEC as follows:
“By offering our customers low prices, convenience, and a wide selection of merchandise, we have relentlessly focused on providing the best customer service possible.”
As part of the vision, the value proposition of the core Amazon marketing strategy will be communicated on-site and off-site.
Success at Amazon has largely been attributed to the company’s ability to attain customer loyalty and repeat purchases. The biggest failures of dot-coms were those that succeeded in raising awareness but not loyalty. Amazon succeeded in both areas. The company emphasizes its plans to achieve this goal in its SEC filing. They state:
“We provide our customers with easy-to-use functionality, fast and reliable fulfillment, timely customer service, and feature-rich content in a trusted environment in order to earn their repeat business.”
The key features of Amazon’s business strategy are:
- Reviews by editors and customers;
- Information on manufacturer products;
- A personalized web page with recommendations and notifications tailored to individual preferences; 1-Click technology;
- Safe and secure payment methods;
- Uploading images;
- Using our websites and the Internet for searching;
- Browse the contents; also, view selected interior pages and citations, and use the “Look Inside the Book” and “Search Inside the Book” features to search for the entire contents of many books.
“These customers also produce a lot of feature-rich content, such as online product critiques, recommendation lists, wish lists, buying guides, registries, wedding registries, and more.
According to Amazon, as with many other online retailers, the lowest prices are for the most popular products, while the least popular products come with higher prices and greater margins.
By offering free shipping, retailers can encourage customers to spend more, thus increasing basket sizes. It is important to set free shipping at a profitable level, and Amazon advertising has changed this level as the competition has changed and for promotional reasons.
The fulfillment promise is communicated by Amazon in several ways, including through updated inventory availability information, estimates of delivery dates and options for expedited delivery, and shipping notification and update facilities.
Tips to Sell More Products on Amazon
Amazon SEO Optimization
When your customers search for relevant keyword terms, your products will be found when you optimize them for Amazon SEO. Search engine results are sorted according to the quality of the description of the products, and the best-described products are listed first. Pay attention to this.
- Keywords: Using Amazon’s backend, you can choose up to 250 characters as keywords that can influence the product’s effective discoverability. For you to compete with this eCommerce giant, make sure you do your keyword research! You can associate certain keywords and phrases with your product using these, which are invisible to the customer.
- Titles: If you’re creating a title, imagine yourself as the customer. Including relevant keywords can improve click-through rates and boost sales.
- Descriptions: You are distinguished from the competition by your descriptions. Highlight the key features of your product with bullet points to increase conversions.
- Images: A clear set of guidelines governs Amazon’s use of images. Images of your products should be clear, easy to understand, rich in information, and appealing.
- Q&A: You need to provide information to your clients. Answering commonly asked questions and keeping your customers up to date are possible with a Q&A section.
You can advertise Amazon products on your website through the Amazon affiliate program offered by Amazon. When someone purchases a product after clicking on these links, they earn a commission.
Using this method to drive new traffic to your Amazon page is a useful Amazon marketing strategy. Offering your products on different websites can bring you a new set of customers who would otherwise not find you.
Fulfillment by Amazon (FBA)
It is smart to switch to Fulfillment by Amazon (FBA) if you want to become a pro-Amazon seller. Essentially, it allows qualified sellers to send their products in advance to Amazon warehouses, and Amazon will ship them to the buyer at the time of sale. Furthermore, FBA guarantees customer service, delivery, refunds, and returns. Shortly, you are given plenty of time to focus on other aspects of your business.
You increase your sales volume substantially as a result of the seller fees. Usually, shipping and packaging fees are offset by the product’s price. Consequently, it guarantees the best customer service while saving you time and effort. Amazon Prime also helps you to sell products.
Customers of Prime are entitled to free shipping and two-day delivery. As Prime members, professional sellers can only ship orders using Seller Fulfilled Prime.
Advertisements From Third Parties
Although you may be selling products on Amazon, this does not mean that your advertising efforts should be limited to the platform. You can improve your conversion rates and clickthrough rates by using third-party advertising. Always ensure you optimize your ads when using data to do so. With automated data reporting, this will be much easier to do.
Retargeting and email marketing are two features you can add to Google Ads. The search engine receives over 63,000 searches per second, making it an extremely valuable marketing channel. A large portion of Google ads run are focused on eCommerce.
Facebook dominates social media. You can reach a new audience of potential customers by using Facebook’s paid ad platform, thus attracting a completely new set of customers to your Amazon store.
Sellers can get either a positive or a negative response from product reviews. Great reviews can encourage a greater number of buyers to make a purchase. Unfortunately, if they are negative, it can quickly lead to a decrease in trust and sales. It’s hard to control what people say about reviews since they’re not required.
Yet customers turn to reviews for the same reason before making a purchase. The best way to get positive reviews for your products is to monitor and solicit them from customers.
You can use Amazon in a lenient and transparent manner. There is a primary motive of providing good customer service and selling legitimately. This company provides a fair marketplace among all product categories, online business plans, and seller plans. A business plan based on the right strategy will help you beat the competition and ensure you earn profits.
The right assistance from an Amazon advertising agency like Cheenti can take your business to a new level by helping you become a professional seller.