Marketing In Amazon Today: 12 Insider Strategies To Win That Are Working Right Now

Strategy 1: Boost Profits With Sales Optimization

The first step to successful marketing on Amazon is to optimize your product listing. After all, there is no need to send traffic to a black hole that cannot convert shoppers into buyers.

Deep Dive Resources:

My book Selling On Amazon For Brands goes into all the factors behind sales optimization (it is not just about pictures and words) 

The fact is, that your product listing should include clear and compelling creatives that stir up emotions and cause people to buy.

This emotion-stirring theme needs to show up in your:

• Bullets

• Image Stack

• Product Description

• A+ Content

• Product Video

By optimizing your product listing for sales, you will improve your product’s visibility in search results for free (because Amazon gets paid when you make a sale). Plus, you’ll increase the likelihood of a customer making a purchase.

Strategy 2: Get Free Traffic With Amazon SEO

Free! 

Can’t beat that price. 

When it comes to driving traffic to your listings, brand stores, and other Amazon assets, Amazon SEO is foundational to improving the visibility of your products on Amazon.

Deep Dive Resources:

My book Selling On Amazon For Brands goes into all the factors behind proper Amazon SEO (it is not just about keywords) Link: (https://ecomoptimization.com/selling-on-amazon-for-brands-book-offer)

Post And Video – Advanced SEO covers some specifics and how some business-as-usual marketing tactics can actually hurt you. Link: (https://ecomoptimization.com/amazon-seo)

That said, Optimizing your product listings with relevant keywords and phrases can help you rank higher in Amazon search results. Amazon’s algorithm relies heavily on keywords, so it’s important to conduct thorough keyword research and use them strategically in your product titles, descriptions, and bullet points. This will improve your chances of being discovered by potential customers, resulting in increased sales.

Strategy 3: Jump To The Front Of The Line With Amazon Advertising

Amazon Advertising is an essential tool for Amazon sellers. With Amazon Advertising, you can create targeted ads that push your products to the front of the line in search results and make your products magically appear on your competitor’s product detail pages.

Deep Dive Resources:

I created an epic post that covers pretty much every aspect of Amazon advertising. I suggest you go there for in-depth coverage of this topic. Link: https://ecomoptimization.com/amazon-ppc-ads-for-brands

By leveraging Amazon Advertising, you can increase your product’s visibility and drive sales. Amazon Advertising offers its users several ad formats, including sponsored products, sponsored brands, and sponsored display ads.

Strategy 4: Get New Buyers With Discounts

Offering discounts is a tried and true way to attract new customers and encourage repeat purchases. You can create promotions like buy one, get one free, or offer a discount code for first-time customers. By offering discounts, you can quickly increase sales and build brand loyalty.

Strategy 5: Drive Fresh Traffic With Promotions

Amazon Deals and Promotions are a great way to drive sales and boost your product’s visibility on Amazon. These promotions can range from lightning deals and coupons to free shipping offers and buy-one-get-one deals. Offering discounts can entice customers to make a purchase and can also further increase visibility and the chances of your product being featured in Amazon’s “Deals” section. By creating targeted promotions and monitoring their performance, you can increase your sales and drive customer loyalty.

Strategy 6: Request Product Reviews

Product reviews are essential for building proof on social platforms and Amazon. Customers are simply more likely to purchase a product that has multiple positive reviews.

Deep Dive Resources:

I created both an article and a video that covers Amazon Product Reviews in depth. Check that article out here: XCOMING SOONX

Some basics…

To encourage customers to leave a review, you can include a request for a review in your follow-up email after purchase. You can also push the boundaries of Amazon TOS by including Product Inserts with carefully crafted language.

It’s essential to avoid incentivizing customers to leave a positive review, as this is against Amazon’s terms of service and frowned upon by the United States Federal Trade Commission (FTC).

Strategy 7: Offer Competitive (Or Premium) Pricing

Price is a significant factor that influences customer purchasing decisions.

When selling your products on Amazon, it is important to consider the pricing of other sellers. To get an edge in the market, you can either choose to offer a competitively priced product or a premium priced product.

By offering a lower price than most competitors, you may be able to attract more customers and increase sales volume.

However, if your product has features that make it stand out from others and offers more value than those at similar prices (or, your marketing makes your product premium…hint, hint) then you should consider charging a higher price to maximize profits and establish yourself as the premium option in your space.

Ultimately, by choosing between being the lowest-priced option or the most premium-priced option for any given item on Amazon, you can give yourself a defining advantage over other sellers.

Strategy 8: Identify New Keyword Opportunities

The reality when Marketing on Amazon is that you are aiming at a moving target.

• Shoppers change how they shop

• New competitors enter the marketplace

• Existing competitors up their marketing game

• Amazon makes policy changes that affect marketing efforts (for good or bad)

This means that there is always some degree of maintenance. First in line, Identifying new keyword opportunities.

Deep Dive Resources:

I created an epic post that covers pretty much every aspect of Amazon advertising, including how to mine for new keywords. I suggest you go there for in-depth coverage of this topic. Link: https://ecomoptimization.com/amazon-ppc-ads-for-brands

This is crucial to target customers who are looking for products similar to yours. A great way to do this is by using your Amazon Search Term Report to understand what keywords your products are showing up for and how they are performing.

It is also essential to think holistically across Google (all topics covered in the post mentioned above).

Strategy 9: Defend Your Brand

With Amazon being the fastest-growing digital ad revenue platform in the US, competition has become fierce (including unscrupulous competition). Sellers should know how to defend their brand with Brand Registry benefits and own their brand searches to keep competitors from stealing sales away from them.

Deep Dive Resources:

I created an epic post that covers pretty much every aspect of Amazon advertising, including how to control your keywords. I suggest you go there for in-depth coverage of this topic. Link: https://ecomoptimization.com/amazon-ppc-ads-for-brands

Also, check out this post on Brand Registry, to better understand what Brand Registry is, and a common mistake that can set your brand back for years. Link: https://ecomoptimization.com/amazon-brand-registry-pitfall

Strategy 10: Leverage Amazon’s Subscribe and Save Program

The Amazon Subscribe and Save program is an incredibly helpful tool for sellers of consumable products. Through this program, customers can subscribe to receive your products regularly – either monthly or at another interval they determine. This provides a consistent source of revenue for your business. Additionally, the Subscribe and Save program gives you access to exclusive discounts that are only available when subscribing.

These discounts can be passed on to customers to increase sales even further! Finally, by taking advantage of the Subscribe and Save program’s automated shipping functions, businesses can save on costs associated with fulfilling orders manually.

Strategy 11: Harness the Power of Social Media (Amazon Will Help)

It is an undeniable truth that Social Media Marketing has had a profound effect on Amazon sales, so much so that Amazon has built new systems to harness the power of Social Channels for Amazon sellers. They’ve gone so far as to create their social media platforms (Amazon Posts and Amazon Live to name two).

One social media tool is called the Amazon Influencer Program which allows brands to partner directly with social media influencers to promote your Amazon products on their social media platform.

With this strategy, you can tap into the influencer’s loyal social media following and increase your brand’s exposure. Amazon’s dedicated program connects influencers with brands.

Deep Dive Resources:

We have an article about the Amazon Influencer Marketing program. Link: https://ecomoptimization.com/what-is-an-amazon-influencer

The Amazon Influencer Program makes it easy for brands to find the right influencer for products. By partnering with influencers you leverage the power of their social network and offer influencers a new way to monetize their hard work by finding brands like yours that align with your brand values and target audience. They earn money while can drive more sales and boosting brand awareness.

Strategy 12: Stay On Top Of New Amazon Tools And Features

Amazon is continually upgrading its system, providing Sellers with new instruments to assist them in selling more items on the platform. Staying on top of the latest tools and features including many of the new Brand Registry features will improve your chance of achieving success as an Amazon Seller. Tools like these…

Customer Engagement Tool

What is the Customer Engagement Tool? The Customer Engagement Tool is a new feature available only to brand registered sellers with a storefront. It allows customers to follow your brand, and you can use the tool to engage with those customers directly, with relevant content, drive engagement, and build customer relationships.

How can I use the Customer Engagement Tool?

You can use the Customer Engagement Tool to market and sell products directly to those customers who have followed your brand, and release new product announcements. By creating a campaign and getting it approved through Amazon’s moderation team, you can send an email campaign to those brand followers, letting them know about your new product launch. As Amazon makes tweaks and enhancements to this tool, you’ll be able to utilize it to the best of its abilities.

Brand Metrics

What are Brand Metrics? Brand Metrics is a beta feature available only to brand registered sellers with sales data for over a month. It quantifies the number of customers in the awareness and consideration stages of the digital marketing funnel and measures all shopping engagements with your brand on Amazon, both organic and ad-attributed.

How can I use Brand Metrics?

Brand Metrics can help you understand your shopper engagements against the category and optimize your marketing and advertising efforts to better engage shoppers with your brand. You’ll also be able to see how shoppers move through the purchase funnel when considering your products, giving you a holistic view of how you’re doing in specific categories.

By taking advantage of these new features, you can build relationships with your customers, stay ahead of your competitors, and optimize your advertising efforts on Amazon.

Conclusion

Amazon marketing is an essential aspect of any Amazon strategy. By following the above strategies to optimize your product page, make video content, identify new keyword opportunities, and defend your brand you are taking major steps to sell and promote products effectively as well as attract more customers and increase sales on Amazon.

FAQ

Q: How can I optimize my product listings on Amazon?

A: You can optimize your product listings on Amazon by creating clear and concise product titles, using engaging content, including high-quality product images, and writing compelling product descriptions. You should also use relevant keywords to your product pages to help customers find your products easily.

Q: Can Amazon Advertising help increase my product sales?

A: Yes, Amazon Advertising can help increase your product sales by using organic traffic and creating targeted ads based on customer behavior, demographics, and search history. You can also run sponsored product ads and sponsored brand ads to appear in search results.

Q: Why are customer reviews important on Amazon?

A: Customer satisfaction and reviews influence purchasing decisions – bottom line. Reviews are the social proof that encourages customers to take the risk and try the product. That is an integral part of why it is so critical to get reviews by sending follow-up emails or including a call-to-action in your product packaging.

Q: How much does it cost to use Amazon Advertising?

A: The cost of Amazon Advertising varies depending on the ad format, targeting options, and competition. You can set a budget for your ads and only pay when someone clicks on your ad (Note: this topic is covered in depth in the epic post mentioned above).

Q: What is the Amazon Search Term Report?

A: The Amazon Search Term Report shows you what keywords your products are showing up for and how they are performing.

Q: How can I defend my brand on Amazon?

A: You can defend your brand by targeting your brand keywords through Sponsored Products and Sponsored Brands Ads.

Q: Can I offer incentives for customers to leave a review?

A: No, incentivizing customers to leave a review is against Amazon’s terms of service. You can request a review but should not offer any incentives for leaving a review.

Q: Who can use the Customer Engagement Tool?

A: The Customer Engagement Tool is available only to brand-registered sellers with a storefront.

Q: How can I use the Customer Engagement Tool?

A: You can use the Customer Engagement Tool to market directly to customers who have followed your company or brand, and release new product announcements.

Q: Who can use Brand Metrics?

A: Brand Metrics are available only to brand-registered sellers with sales data for over a month.

Q: How can I use Brand Metrics?

A: Using Brand Metrics, you can understand your performance on shopper engagements against the category and optimize your marketing and advertising efforts to engage shoppers more with your brand.

Q: Do I need to use all strategies to succeed on Amazon?

A: No, you don’t need to use all four strategies. Depending on your business needs and goals, you can select the strategies that best suit your needs.

Q: How do I measure the success of my Amazon marketing strategies?

A: You can measure the success of your Amazon marketing strategies by monitoring key metrics such as sales, click-through rates, conversion rates, and impressions.

Q: How long does it take to see results from Amazon marketing strategies?

A: The time it takes to see results from your Amazon marketing strategies will depend on various factors such as the type of marketing strategy used, your product’s category, and your competition. Generally, it takes a few weeks to a few months to see significant results.

Q: Do I need to hire an Amazon marketing agency to implement these strategies?

A: While it’s not necessary to hire an agency, it can be beneficial if you don’t have the time or resources to implement these strategies on your own. An agency can provide expertise and insights that can help you maximize the results of your Amazon marketing efforts.