What is Amazon Marketing?

This refers to the varied strategies and techniques sellers, brands, and businesses use to promote their products or services on the Amazon platform. It can include running ad campaigns, SEO, monitoring reviews and buyer feedback. These tactics are aimed at increasing product visibility, driving traffic to product listings and increasing sales.

How you market yourself and your wares is what determines whether a user will buy from you or not. It all boils down to visibility. If they can easily find your products, chances are they will buy them. With a solid Amazon marketing campaign, you can drive more people to your product listings and boost sales.

Amazon Marketing Strategies You Can Utilise to Beat the Competition

Marketing on Amazon requires utilising several tactics to boost your visibility, attract qualified leads and boost sales. Here are a few tactics you can utilise to supercharge your Amazon marketing strategy.

Adopt a Data-Driven Approach

There’s a reason Amazon is the biggest player in the eCommerce scene. It is because it utilises data to guide and power its performance. Amazon has allocated a lot of resources to collect consumer data, which it utilised as the foundation of its marketing plan. With this consumer data, it can learn consumer shopping habits to target its audience better. For example, it can personalise your shopping experience, provide relevant product recommendations, offer insight into what other consumers purchased and deliver relevant ads.

Here’s how you can adopt a data-driven Amazon marketing approach: Look into your industry’s consumer habits

Just like Amazon wants to learn everything they can about their consumers, copy this aspect and learn everything you can about consumer habits in your niche. This will allow you to discover which products are popular, where and when to promote your products, why consumers are buying your products, and if they are facing any issues that might hinder a purchase. You can run polls and surveys, look at case studies or utilise social media platforms to engage and figure out what consumers want.

Leverage Amazon SEO

Amazon SEO is one of the most effective ways to organically boost your product visibility on the platform. About 90% of all product views come from searches, not ads, and about 70% of customers never go beyond the first search results page.

Similar to optimising your website or landing page to rank highly on Google, you can apply the same techniques so your products appear when users search for specific terms in the Amazon search bar.

If you want more people to find your products:

• Perform thorough keyword research to identify any terms potential customers might use when searching for products similar to yours.
• Optimise your product title and description. Ensure that the primary keyword is included in the title while keeping it engaging and concise.
• Provide detailed product descriptions in bullet points and incorporate relevant keywords as naturally as possible while prioritising readability and user experience. You can outline your product’s USPs, include size specifications, warranty details, colour options and any other relevant details.
• Use high-quality images of your products.
• Encourage customer reviews as they contribute to your product’s reputation.
• Understand the basics of Amazon’s A9 algorithm and how it ranks products based on relevance, sales velocity, and customer satisfaction.

With SEO-optimised product listings, you will rank higher in Amazon’s SERPs, helping potential customers to find and buy your products.

Promote Reviews

Did you know that 84% of shoppers trust online reviews just as much as a personal recommendation? This high level of trust in online reviews is because reviews from other users foster trust and transparency in the buying experience, making more consumers willing to buy your products. Consumers who read reviews are unfamiliar with the product and are unsure of whether they should buy it. They need proof that the product works and they are getting their money’s worth.

Reviews can significantly affect your brand’s reputation, for better or worse, boost or lower sales and influence whether a consumer will buy your product. Amazon allows shoppers to share their opinions on products by giving it a star rating, a written review, or uploading images and videos of the product. It also has a Q&A section under every listing where users can interact with each other. This user-generated content serves as a first-hand account detailing a customer’s product experience.

To leverage reviews and boost your Amazon marketing strategy:

• Highlight your best reviews and let your products speak for themselves. When real people give testimonials about your product and why they loved it, it can influence other customers to buy it. This type of content is trustworthy and credible since your consumers know the reviewer is sharing their actual opinions about the product.
• Respond to and resolve bad reviews promptly to prevent them from damaging your reputation. This doesn’t mean you should delete them. Having only positive reviews can be a red flag.
• Introduce incentives to encourage customers to leave reviews.
• Monitor mentions of your products or brand under the product listing or on social media.

Addition read: How to Remove Bad Reviews Online

Utilise Amazon’s Advertising

While Amazon SEO can help you rank organically, paid ads (PPC) can also help drive traffic to your pages. The platform offers various targeting options to ensure your ads generate sales and are shown to the most relevant shoppers. There are several ad types available:

• Sponsored product ads – these ads promote your products in SERPs and product detail pages.
• Sponsored brands – these highlight your brand and about 3 products and are a good way to build brand awareness while promoting multiple products at once.
• Product display ads – these target customers interested in products similar to yours. For instance, if someone buys a dog toy, they might see ads for other dog products.

To get the most from your ad campaigns

• Use negative keywords to eliminate low-value clicks and prevent your ad from getting displayed for these keywords. This can help prevent your ad spend on users who are not interested in your product.
• Make the most of the automatic targeting feature to find high-value keywords that can help you target specific high-intent groups.
• A/B test and experiment with headlines and images to see what works best.
• Create actionable headlines with a CTA.
  

  Be Customer-Centric

  Adopt Amazon’s customer-centric attitude. Their mission is to be the most customer-centric company, fulfilling this philosophy by focusing on delivering the best user experience throughout the buying cycle.

  Focusing on your customers lets you figure out the ‘why’ behind their interests. You learn more about their needs, preferences, and expectations, allowing you to customise your sales approach, offer solutions that meet their specific needs, and create a positive user experience.

  This customer-centric Amazon marketing strategy helps build rapport and trust with potential customers because you show genuine interest in their needs and concerns. By offering tailored solutions, you build a strong relationship that drives repeat sales and sets you up for long-term success.

  You can improve customer experience by:

  • Analysing consumer pain points.
  • Personalising their experiences to match their needs, preferences or expectations.
  • Streamlining customer communication channels.
  • Fostering personal connections and listening to feedback.

  Leverage Other Digital Marketing Channels

  Lastly, not all Amazon marketing has to take place on the platform. You can utilise several off-amazon methods to boost your product visibility and sales. These techniques allow you to reach more customers by going to where they are. You can use social media, word-of-mouth, email, video, affiliate, and SEM marketing. You could even make a dedicated website to sell your products outside of Amazon.

  Ready to Upgrade your Amazon Marketing Strategy?

  You need a robust and flexible marketing strategy to stay competitive in this eCommerce industry. By applying the tips listed here, you can create a marketing plan that will help promote your products on Amazon and increase sales. If you have any questions or are considering utilising Amazon SEO or PPC ads, contact us and let’s discuss the best way to drive traffic to your products.