There’s so much that a seller can and rather should do when it comes to their marketing efforts on a platform as massive as Amazon. Amazon marketing strategies encompass a plethora of activities that one can undertake to promote and scale their Amazon business.
Amazon spends a hefty amount on promoting its own platform.
This makes it all the more important for sellers to put in equal efforts to stand out and differentiate themselves from the vast sea of other sellers who are competing for the most sales on Amazon.
In this article, our friends at SellerApp share the best tips to boost your sales on Amazon with the appropriate marketing strategies.
Amazon Marketing Strategies Stats
In the fiscal year 2020, their marketing spends amounted to roughly 22 billion U.S. dollars, up from 18.9 billion U.S. dollars in the previous year.
Amazon’s annual advertising costs amounted to 10.9 billion U.S. dollars in 2020, and the company also ranked among the leading advertisers in the United States in 2018 with a measured media spend of approximately 1.84 billion. (source).
Devising a marketing strategy should be focused not only on bringing in results in terms of brand engagement and awareness. It should also drive the business’s sales and profits considerably.
Expert Tips to Boost Sales on Amazon
Optimizing for Amazon SEO
Sellers are well aware that Amazon serves as a search engine for shoppers, owing to the fact that people most often begin their searches for products on Amazon itself.
This means sellers have to focus on Search Engine Optimization for Amazon.
The A9 algorithm is Amazon’s search engine which decides how and what products to rank according to customers’ search queries or keywords. It takes into account various factors related to a product while ranking.
They are conversions, performance, relevancy of a listing sales velocity, and product diversity and variety.
The most important thing is to optimize the content of your product listing for Amazon SEO so that the A9 algorithm can find your product easily and display it to customers.
Use all the keywords that are relevant to your product and used most by customers to ensure they know at one glance what your product is all about. This will contribute to meeting all the criteria that A9 looks for while ranking a listing.
Keywords are an integral part of an Amazon marketing strategy
Yes, keywords form a very integral part of marketing on Amazon.
In order to make your product stand out and be discoverable to a greater number of people, a good amount of keyword research has to be conducted.
Your research should focus on finding those that are relevant to your product and have a high search volume, but low CPC.
The most important part of your product listing, which is the title, should have the most significant keywords. Simply because it’s the first thing that customers see while trying to purchase your product.
This is important to the way you market your product because the title is the first push that can persuade a customer to buy your product.
You have to ensure that you use all other keywords that don’t fit in the title, as backend search terms.
Also, negative keywords need to be added as these are key to a more profitable marketing strategy.
They reduce wasted ad spend by ensuring your ads don’t show up for keywords that are irrelevant to your product. This way, you don’t end up paying for unnecessary clicks.
Listing optimization – Images
We’ve talked about optimizing your product listing content with relevant keywords. But another important aspect is your product images.
Images can make a huge difference to your listing and greatly influences customers’ buying decisions.
Marketing your products well with high-quality images is a more profitable way of going about it.
Why? Because it increases the chances of conversions from your listing. Do keep in mind that you need to follow Amazon’s policies and regulations with respect to images.
A total of 9 images in sizes of 1000×1000 pixels is allowed and you should utilize all of this allowance. To get a customer to click on your listing in the first place, you need to have attractive images.
Amazon’s recommendation for your primary product image is that it should be clear and unambiguous in the sense that it should showcase only the product in question featured on a white background.
This works towards a more aesthetic and uniform presentation of products which impresses customers as well.
Next, after landing on your product detail page, the rest of the pictures also matter as they can make or break buying decisions.
These images should showcase the product from different angles and lifestyle images should be used showing the product being put to use.
The way you arrange your images also contributes to your marketing strategy!
Analyze what kind of arrangement of images leads to the highest number of conversions. You can do this by taking into consideration the sales, revenue, and other metrics for one week’s time.
Compare the data with the change in metrics over another week after rearranging the images.
Accordingly, you can see which order of arrangement is the best way to market your listing and drive conversions.
Listing optimization – Product title, description, and bullet points
After conducting extensive keyword research, you’ll have a list of all the important ones that you need to use. Your primary keyword needs to be a low-competition one with a high search volume.
The title has to consist of a few essential things like – the name of the brand, color, quantity, size, etc.
A total of 200-250 characters is allowed and you must not exceed this limit.
A title that is to-the-point – neither too long nor too short yet provides all the information works best as it affects your CTR (click-through rate).
Some keyword tips to include in your marketing strategy are:
- An ideal character count would be between 50-80.
- Avoid using promotional language.
- Avoid capitalizing the entire title, conjunctions, and prepositions.
- Numerals strike a better chord with buyers instead of numbers written in words (“4” instead of “four”).
- Do not use special characters and self-proclaimed terms like “No.1”, “Best”, “Top-rated”, etc.
After seeing an impressive title, a customer will click on it and land on the product detail page where they will advance to the bullet points section. This section that is labeled “About this item” is crucial to getting customers to follow through on making the purchase.
This is an important part of your marketing strategy as it drives sales.
Amazon places a limit of 10 bullet points, comprising of 500 characters on vendors, and 5 bullet points comprising 255 characters on Sellers.
Your bullet points need to consist of important keywords and should convey to the buyer all the most important details about your product.
Market your product by bringing out the USPs and benefits which need to be absolutely clear and concise.
The rest of the product detail page consists of the description which a buyer will get to after being drawn in by the title and images and being impressed with the information in the bullet points.
This description is where the buyer comes looking for more information and just needs that final gentle push towards buying the product. Market your product well in this section by using keywords, keeping it concise, highlighting the utilities of the product and how it solves a problem in customers’ lives.
Other marketing strategies – social media, influencer marketing, and PPC
PPC is one of the most sureshot ways of marketing your products while being sure of earning a good profit out of it.
Well-optimized campaigns with a low ACoS and high ROI are the trademarks of a profitable marketing strategy. Are you unsure of how to make the most out of your PPC campaigns?
SellerApp’s PPC Analyzer tool can help you derive the maximum profits from your Amazon business.
Your marketing strategy should also focus on using social media to promote your Amazon products.
Be innovative with the way that you use social media to convey information about your product or brand.
Market your products by using social media to showcase their value to customers so that it actually engages them. You can further engage them by announcing new product launches, updates, promoting sales, etc. Social media is a great way to direct traffic from outside Amazon to your listings.
Influencer marketing is another great way to market your products.
Carefully choosing celebrities or influencers who are credible and whose identity is associated with your brand will only do you good.
It might cost more depending on the popularity of the celebrity, but it can bring in that much more revenue for you since you get access to the influencers’ huge follower base.
You will easily see a boost in the traffic and conversions from your Amazon listings.
Marketing strategies should be aimed at driving your profits while also spreading and enhancing brand awareness.
There are a lot of strategies that you can adopt. Try and test out different ones to see what suits your business needs the most. However, don’t test out too many different strategies over a short period of time.
The strategies you implement will take time to gain momentum. So, please be patient and always keep up with the latest marketing trends.
Arishekar N, Director of Marketing & Growth at SellerApp, is a specialist in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic & paid ranking of web pages on search engines with innovative SEO & SEM strategies and online promotions.