If you want fresh and effective ideas on how to market on Amazon, this guide is for you. It goes beyond the usual suggestions like optimizing product listings or running ad campaigns. Read on to learn the top marketing strategies that will help you increase sales on Amazon.
Are you prepared to begin selling? Let’s get started.
1. Create detailed product listings
To achieve visibility on Amazon’s platform, it is important to have excellent product listings. After logging in, you will need to access Seller Central in order to create your listing. Creating your listing requires the following:
- A product identifier, such as GTIN, UPC, ISBN, or EAN to specify the exact item you’re selling. You can get a UPC code directly from GS1, or request an exemption.
- A SKU, which is a product ID you create to track your own inventory.
- Details, including the price, product condition, quantity available and shipping options.
- Product details including name, brand, category, description, and images.
- Keywords and search terms.
If there is an existing matching product on Amazon, you can align your listing with it and utilize the pre-existing product identifiers. However, if you are the first to list the product, you will need to supply the necessary details.
Included on this page are the details of your offer, which will be visible to people when they view products on Amazon’s product detail page.
- Title: 200 characters max, capitalize the first letter of every word
- Images: 500 x 500 or 1,000 x 1,000 pixels to increase listing quality
- Variations in colors, sizes, etc.
- Bullet points: Short, descriptive sentences highlighting key features and benefits
- Featured offer (“Buy Box”): The featured offer on a detail page. Customers can add to their cart or “Buy Now” [IMAGE: Add to Cart/Buy Now buttons]
- Other offers: If you sell a product that is sold by multiple sellers, you’ll see the same product sold by multiple sellers offering a different price, shipping options, etc.
- Description: Be sure to use keywords that will help customers find your product
Incorporate keywords in your product descriptions
When you create your product listings, it is important to take into account how shoppers are searching for your products. You can use a few essential tools to analyze the keywords that shoppers frequently use in their searches.
- Google Keyword Planner: This free tool indicates the monthly search volume of keywords on Google’s search engine. Since Amazon listings can rank on Google, this tool is especially helpful.
- Scope: A keyword tool that’s specifically geared for Amazon. It allows you to track keywords’ monthly volume, ranking position over time, estimated sales, and more.
- Sellesta: An AI-powered keyword tool designed to help you discover a range of high-converting words for your Amazon seller account landing pages and product descriptions.
To ensure that your listing appears higher in search engine rankings, incorporate the keywords you have gathered into various parts of your listing, including the title and description. By including these popular keywords, search engines will identify your listing as a significant outcome for potential buyers and give it a higher ranking.
2. Use internal amazon advertising channels
Knowing the available Amazon advertising channels is crucial for successful selling on Amazon, as they offer a great return on investment. In this discussion, we will delve into both established and beta mode channels, emphasizing the importance of utilizing them to your advantage.
Even if you implement SEO, there is no assurance that your listing will receive a higher position in Amazon’s search results. The algorithm of the marketplace also takes into account additional factors such as selling history, price, and more while ranking, thus solely relying on SEO does not always result in improved rankings.
Amazon sellers have the option to pay for sponsored listings in order to increase the visibility of their products and have them appear higher in search results.
- Amazon Attribution (Beta): A savvy analytics tool that will tell you exactly how your non-Amazon tools are performing on the platform.
- Amazon DSP: A programmatic ad tool that will help you attract new customers from other channels or touchpoints and attract them to your Amazon store.
- Amazon Live: A smart content creation tool that will help you engage your target audience and make your brand stand out.
- Audio ads : A clever and easy to use advertising tool that will empower you to deliver inspiring audio ads to your customers at the right times in their shopping journey.
- Custom advertising solution: A cool custom ads creator that will give you the tools to reach your customers with eye-catching content at various stages of the marketing funnel.
- Sizmek Ad Suite: A dashboard platform that will empower you to track, manage, and measure your advertising efforts across multiple screens.
- Posts (Beta): A targeted ad solution that will help you serve your products or services on the platform with dazzling demonstrations and information.
- Sponsored Brands: An excellent awareness tool that will showcase your brand to customers with creative ads that appear in the shopping results.
- Sponsored Display: Another programmatic advertising tool that will empower you to serve sponsored ads for relevant platform searches.
- Sponsored Products: A cost-per-click (CPC)-based platform that will help you promote individual listings on Amazon and the best possible times.
- Stores: An intuitive online store builder with a range of tools and features that will help you create the best possible shopping experience for your customers.
- Video ads: A platform that gives you the tools to serve up engaging video ads across Amazon’s various channels and touchpoints.
3. Partner with influencers
Much like products available on an online store, Amazon listings can experience a significant increase in traffic by utilizing influencer marketing. When influential figures in your field endorse your product and provide a link to your listing, it conveys a message to groups of your primary customers that your listing deserves their attention.
To begin promoting your listing through influencer marketing, the first step involves creating a roster of prominent individuals within your industry who possess a considerable number of followers on social media. To compile this list, you can either utilize your own personal connections or take advantage of an influencer platform such as Influence.co to generate ideas.
4. Launch an email marketing campaign
A high percentage of companies, more than 80 percent, utilize email marketing as it offers an impressive return on investment (ROI) averaging $44 for every $1 invested. This strategy helps companies connect with their target audience, create brand recognition, and motivate customers to make purchases.
Is email marketing valuable for forward-thinking sellers on Amazon and the ecommerce industry as a whole? The answer is yes, as it offers an impressive ROI.
Consumers dedicate 10 to 60 minutes per week to email consumption and exhibit a strong inclination towards promotional emails. A recent study, for instance, revealed that over 60 percent of users have a preference for receiving promotional emails on a weekly basis.
An email for promotion can contain:
- Sale highlights
- New product launches
- Exclusive coupons
Amazon email marketing can be used not only for sending promotions, but also for supporting your content marketing strategy and updating shoppers about your business.
How to market Amazon products with email
If you believe that utilizing email for marketing your products on Amazon is a promising idea, and you consider it as an essential component of your Amazon product marketing strategy, follow these steps to incorporate email marketing:
- Build a subscriber list: If you want to use email marketing, subscribers are essential. Depending on your business, you may have an existing list of subscribers — if not, add sign-up forms to your website, blog, and social media pages and offer incentives to join, like exclusive content.
- Pick a platform: No matter how many people make up your subscriber list, you want to use an email marketing platform, like MailChimp or MyEmailFX. Both provide helpful data, like open rates, and click-through-rates (CTRs). MyEmailFX also comes with 30 customizable templates.
- Create a content strategy: Content — it’s another essential part of email marketing. That’s why your team needs to develop a plan, from content topics to content types to content lengths. For the best results, send shoppers a range of content, from helpful tips to promotional news.
- Develop a schedule: As a part of your email marketing strategy, your team should create a plan for sending content. While your business should develop a routine schedule for your email campaigns, it’s critical that you do not spam subscribers with emails.
After initiating your email marketing campaign, it is essential to track and analyze its data. This includes monitoring metrics such as the average open rate, unsubscribe rate, and CTR rate. Utilize this data to enhance your campaign, content, and marketing strategy for promoting your products on Amazon.
5. Adopt a review management strategy
Review management is a strategy for marketing on Amazon because Amazon considers reviews to be highly valuable. This is evident as reviews not only have an impact on search result rankings but also influence shoppers’ decisions.
Why do shoppers add or remove a product from their carts? A negative review can. In reality, online reviews are trusted by consumers 12 times more than product descriptions, leading to 80 percent of users relying on reviews to influence their purchasing decisions.
The reason why a product with over 50 reviews increases purchase rates by almost five percent is also because of this.
In order to achieve successful product marketing and boost sales on Amazon, it is crucial to create a review management strategy that specifically addresses the significant influence of Amazon’s star rating system on your overall profitability.
For instance, take into account these statistics:
- Almost 95 percent of consumers would use a business with four-out-of-five stars
- Almost 60 percent of consumers would use a business with three-out-of-five stars
- Almost 15 percent of consumers would use a business with two-out-of-five stars
Consider the following: if your products receive only three stars, you are missing out on almost 40 percent of your potential sales. This translates into a significant loss of profits, which could have otherwise been allocated towards advertising your products, creating your next item, or growing your team.
How to market Amazon products with review management
If you come to the realization that your business needs to incorporate review management into your Amazon marketing strategy, it is advisable to follow these tips for effectively marketing your product and reaching your customers, which will yield optimal outcomes and ensure customer satisfaction.
- Check-in daily: Like your product Q&A management, it’s essential for your team to make review management a part of their daily routine. If you’re partnering with a review management specialist, they’ll handle this process for you.
- Respond to all reviews: Marketing on Amazon requires your business to answer every review — including the bad. When following up on a negative review, see if you can turn the customer’s dissatisfaction into satisfaction. If you can, it will impact the decision of future shoppers.
- Build a brand voice: If you’re already active in your product Q&A, then you’ve probably already developed a voice for your brand. When responding to customer reviews, you want to maintain a consistent brand voice to demonstrate that there’s a company behind your product.
- Encourage user reviews: In coordination with responding to reviews, you also want to earn new reviews. While you can use Amazon Vine™ or the Early Reviewer Program, you can also include helpful materials in order shipments, like a brochure, that invite shoppers to leave a review.
- Share reviews across channels: As your products earn more reviews from satisfied customers, your company can share them across your marketing channels, like social media. The experiences of other shoppers can then motivate your followers to give your product a try.
To maintain consistent results, it is crucial for your team to incorporate review management into your Amazon marketing strategy on a continuous basis. A well-executed review management strategy can significantly influence your product sales and profits.
