Amazon is everywhere. There’s no getting around it: From small salespeople to large companies, if you want to get noticed and buy your products, you need a marketing strategy that allows you to get the most out of this online e-commerce giant.
Today’s consumers use Amazon as the first port of call to find almost all types of product information. In fact, 63% of online shoppers go to Amazon to search for products. However, with so many products on offer by multiple sellers with different shipping options and discounts, your brand can easily be overlooked by potential buyers.
Bottom line? Amazon is the e-commerce heavyweight. Love it or hate it, you need a marketing strategy that will help your brand stand out from the thousands of others who are all vying for consumer attention. That’s why we created this guide to help you develop a profitable marketing strategy and thrive in the Amazon sales jungle.
Bookmark this post for later and use the chapter links below to navigate to sections of interest.
How to strategically market your product on Amazon
- Create an Amazon advertising strategy.
- Develop an Amazon verification strategy.
- Provide an Amazon SEO strategy.
- Integrate an Amazon affiliate marketing strategy.
1. Create an Amazon advertising strategy.
In general, an Amazon advertising strategy has four components: Amazon reviews, SEO, affiliate marketing, and social media marketing.
What is Amazon Advertising?
Amazon Advertising (formerly Amazon Marketing Services) is a pay-per-click service similar to Google Ads: brands only pay when potential buyers click on targeted ads. The design of the idea ad is critical to promoting your brand and generating sustainable revenue.
There are three common types of Amazon Advertising ads: product ad, sponsored product, and headline search.
Product ads are displayed on the page or at the bottom of Amazon SERPs and on the pages of related product pages. When you click on it, product ads lead to a product page.
Sponsored product ads appear in the Amazon SERPs and on product pages in front of the product description.
When you click on it, ads for sponsored products lead to a product page.
Headline Search ads are the most customizable Amazon ads.
They appear at the top of Amazon SERPs and can include a custom copy of the ad, as well as a link to a branded landing page where you can view custom navigation, branded images, and selected products.
2. Develop an Amazon review strategy.
Customer reviews and ratings are important. They’re even more important in the world of e-commerce, where buyers can’t see or touch a product before buying it. In fact, recent data has shown that customers prefer not to bother with brands that have less than 3.3-star ratings.
Amazon recognizes the power of customer ratings and makes reviews – true to the attitude of the buyer – a main component of every product page. Customers can view customer pictures, filter reviews by suggested keywords, search for content in reviews, sort reviews by star, and review customer questions and answers.
As a seller, you should always prioritize reviews. They can make or break a buyer’s purchase decision – and the more positive reviews your product has, the more likely it is that you will turn occasional interest into conversion.
Here are a few ways to do this. Ask your customers to fill out one. Here are a few ways to do this:
It’s also worth noting that Amazon allows sellers to respond to reviews. This is a great way to get in direct contact with customers, thank them for purchases, and resolve problems or complaints quickly.
Learn how to respond to customer reviews – the good, the bad, and the ugly in our free Ultimate Guide to Customer Reviews.
3. Provide an Amazon SEO strategy.
Let’s be clear: Amazon is dominating the e-commerce market in North America. However, it is not just an ecommerce website, it is also a search engine. And as a search engine, it has its own search engine optimization or SEO.
Amazon’s search engine is called A9. It works with its own algorithm and has its own unpredictable updates, similar to Google. A9 is also similar to Google in another important way: Searchers (in this case, buyers) have top priority.
This is great when you are a buyer, but more challenging when you are a seller.
Fortunately, there is one simple rule for Amazon SEO strategy: think like a buyer. This means that you optimize your content for three things: recognizability, relevance and revenue. In other words, you want buyers to see, click, and buy your products.
Create listings that reflect commonly used keywords for your product category and make sure your product pages contain up-to-date, relevant information that provides direct value to buyers.
4. Integrate an Amazon affiliate marketing strategy.
Product summaries posted by popular blogging sites make it easy to scan a list of top rated products and find direct links to Amazon.
But how do these products end up on the list? Affiliate marketing. Affiliate marketing is practically an exchange: in exchange for publishing / mentioning / distributing your product, you pay a small fee to the affiliate website when readers click and buy. It’s a win-win scenario that will help you increase sales and garner positive reviews. This is also an important way to increase brand awareness, especially if the partner website is generating a significant amount of web traffic.
👉🏼HubSpot Tip: Tap on Amazon’s Affiliate Program. It’s free and easy to use and connects you to approved partners instantly.
5. Expand your social media marketing strategy on Amazon.
It’s a good idea to expand your marketing efforts with a social media strategy tied to your Amazon page.
This is not about creating purely promotional Facebook, Twitter or Instagram accounts, but rather maintaining a brand identity that offers your consumers added value with interesting posts, facts and links. You can also use your social media to share product updates, announce sales and freebies, and invest in paid advertising.
The key here is balance: too much branded content and you lose customer interest. The occasional mention and link to your Amazon page can help you connect with potential buyers and increase overall sales.
👉🏼HubSpot Tip: Share your social media accounts on your Amazon branded page and on your product lists to build your list of followers.
How to optimize your Amazon product pages
- Product name
- Product images
- Main features of the product
- Product description
- Product price
- Amazon A + content
1. Product title
This is an Amazon product that I actually bought. You will see this example throughout the piece.
Your product title is a consumer’s first introduction to your product when they browse Amazon. While you should keep your titles short, Amazon allows up to 200 characters. Use this character limit with caution, however.
We recommend the following:
- Your brand name
- The product name
- Specific characteristics (such as size, color, material, quantity, etc.)
- One or two distinguishing advantages or values
Here are some of Amazon’s title formatting rules:
- Capitalize the first letter of each word (except for words like “and”).
- Use “and” in place of “&” and digits (“10”) in place of written numbers (“ten”).
- Do not include prices, seller information, promotions, and opinion-based copies (words like “best” or “leader”) in the title.
- Omit details such as color or size if this is irrelevant to the product.
Your title is prime property for two things: product information and keywords. Most products are one and the same product. However, some sellers add some additional keywords to make them more likely to show up on Amazon SERPs.
Ultimately, your title should match the words shoppers use to discover your product and let them know about your product before they get to your page.
👉🏼HubSpot Tip: Use tools like Merchant Words and Simple Keyword Inspector to identify potential keywords and their search volume.
2. Product pictures
While your titles communicate your product information, consumers often use your images to decide whether or not to further explore your product page. This is especially important with a long list of Amazon search results. The right product images can help make your product stand out from the crowd.
However, once a buyer visits your product page, images are even more important and can determine whether or not a consumer makes a purchase.
Amazon allows up to nine product images, and we recommend using all of them with one simple caveat: only if you have nine high quality, relevant images.
While Amazon requires that your main product image be displayed on a plain, white background, here are some tips for your other eight product images:
- Capture your product from different angles.
- Show that your product is being used or worn by a real person (not a mannequin or computer generated human).
- Add content submitted by real customers – and make a note of it on the picture.
- Upload images that contain charts, lists, or comparison tables for competitors.
Amazon also offers customers the ability to zoom in on any image. Therefore, your product images should be at least 1,000 x 1,000 pixels to ensure that the images do not become blurry or distorted when customers enlarge them.
👉🏼HubSpot Tip: Test your product images to see which one converts more buyers (like an A / B test). To do this, record your sessions, sales, conversion rates and earnings over a period of a week or a month – and make a note of which image was set as the main image. Then change the image and capture the same data.
3. Main features of the product (bullet points)
When a consumer goes over your product title, pictures, price, and purchase options (if applicable), they will find the key features of your product which are in the form of bullet points. These bullet points will allow you to take a closer look at the features, benefits, properties, and details of your product.
Successful Amazon sellers use these bullet points to expand features and benefits, and to resolve frequently asked questions, misunderstandings, or problems.
We advise you to approach the list of key features of your product:
- For each bullet, write a paragraph and add two to four sentences or phrases that are relevant to the topic of that bullet.
- Capitalize the first few words of each bullet to highlight the role, benefit, or question you are addressing.
- Treat these paragraphs like an advertising campaign. This copy could be the key to converting site visitors.
- Don’t waste space on information shown in product images or mentioned in your product title.
- Keep it simple. Write a paragraph and then edit it, set it aside for a few days, and then edit it again. The goal is short and to the point.
👉🏼HubSpot Tip: Check out reviews, complaints, and FAQs to see what your customers love and what they don’t about your products. Proactively add these items to your list and address them.
4. Product description
If a consumer makes it to your product description, you can be sure that they are about to buy. How do we know? Consumers will have to scroll down a bit to find it.
Seriously. You need to scroll past Amazon ads, sponsored products, and other featured information. If they make it to your product description, they usually expect to learn more about your product and complete the purchase.
This makes your product description an ideal place to expand your product bullet points, address some lesser-known features and benefits, and possibly take more pictures of your product. Also, consider listing details that make your product stand out from the competition, such as: B. certain construction methods, certain materials or interesting use cases.
Amazon allows the use of basic HTML markup – including bold, italic, and page breaks – in this section. So use these to avoid posting a large, boring paragraph of information.
👉🏼HubSpot Tip: Use Amazon’s A + Content option to make your content more scannable, professional, and consistent with your overall branding. We cover how to do this next.
5. Product price
Setting the right price is critical to reliable sales.
First, determine your lowest possible selling price. This is essentially a “break-even” price, which includes the cost of making your product, plus the costs spent on marketing and fees charged by Amazon. These often vary between 8% and 20% depending on the type of item you are selling.
For example, if these costs add up to $ 10, this is your minimum price. You won’t make money, but you won’t go out of business. This can be a good place to start if you are just getting started in the Amazon marketplace. However, their goal is to sell products at a price that the market will carry.
To find your upper limit price, do some research on Amazon for similar, popular products and find out what they’re selling for. Next, determine how you want to position your brand – do you want to lead the lower cost market or get premium prices? Both are possible, but require different approaches.
If you’re looking for premium pricing, go for whole numbers like $ 50 or $ 100. For a more cost-effective approach, choose a 99 cent approach, e.g. B. $ 9.99 or $ 29.99.
6. Amazon A + content
Amazon A + content
With A + Content you can update your Amazon product descriptions at no additional cost. Basic A + content is available to all sellers for free. However, you can also access Premium A + content once you have completed the Amazon branded registration process or are part of certain sales programs such as Launchpad or Amazon Exclusives.
The A + Framework offers ready-made templates that you can use to add additional functions to your product descriptions, e.g. B. banners, tables, bullets, and interactive images and copies.
The above image is the Comparable Products template, one of the most popular and functional templates for A + content. It’s now available through both Vendor and Seller Central and is a great way to visually show how your product stands out from the competition.
Factors that can increase your Amazon product sales
1. Direct Marketing
Much of Amazon marketing takes place within the platform (through advertising and SEO), but some sellers also follow traditional direct marketing methods. While they require additional work, they can help attract loyal customers and move Amazon’s business to an ecommerce website or drive users from social media websites to your Amazon account.
Direct marketing methods skip the middleman to present information about your brand directly to potential customers. This includes the use of emails, text messages, phone calls, sales offers or newsletters.
Note: Be sure to read Amazon’s Prohibited Seller Activities and Actions to ensure you are complying with the guidelines. The biggest takeaway? All direct marketing efforts must be carried out with customer consent. Unwanted contacts can put your brand at risk of being removed from the Amazon marketplace.
Follow-up emails are a great way to connect with customers and get feedback that can help make your brand even better. First, ask buyers if they’ll agree to email contacts or surveys after purchasing the product.
If so, take the feedback to heart by responding to the emails with a thank you and correlating the response with other emails to see if there is a pattern around product price, quality, or some other characteristic .
👉🏼HubSpot Tip: If you choose to do email marketing for your Amazon products, don’t forget to ask subscribers if they would like to sign up!
Amazon provides a recognized starting point for your brand, but many sellers also branch out into brick and mortar stores or more niche markets like Etsy.
While Amazon can help you figure out and subsidize your shipping and customer support costs, creating a separate website can help build your brand beyond Amazon and aggregate customers and email subscribers yourself.
👉🏼HubSpot Tip: If you have no interest in building and maintaining an entire website, create a simple landing page to begin. This at least gives your brand an online identity outside of your Amazon store and provides another place to collect email and promote your social media.
One of Amazon’s biggest attractions is fast, free shipping for Prime members. If you want to compete in this huge market, you need to consider shipping costs, speed, and buyer conditions before setting up your business.
While smaller businesses don’t have the economies of scale that allow them to offer 2 days of free shipping, it’s often possible to offset shipping costs once the order values are large enough. Because of this, it pays to work out where it makes sense for your brand to offer free shipping to consumers. These can be $ 50, $ 100, or $ 150 worth of purchased products.
Best bid? Set your minimum free shipping costs with an integer just above your breakeven point. For example, if $ 129 worth of products purchased are worth offering free shipping, set the minimum amount to $ 150. This will help make a little more profit and convince users to add an item or two to their cart to avoid shipping costs.
Understanding Amazon Analytics
Amazon Analytics provides a snapshot of what consumers are looking for, what they are buying, and the number of times they buy the same item. These metrics are known as “Brand Analytics” and are available to sellers who are directly responsible for selling their brand in the Amazon Store.
Brand research can be found on the Reports tab in Seller Central.
Brand analysis, explained
There are six categories of brand research. Let’s break down each area in more detail.
1. Amazon Search Terms Report
The Amazon Search Terms Report shows the most popular search terms in the Amazon store over a period of time and the top three products customers click on after searching for a particular term. This can help your brand better target keyword usage over time.
2. Demographic report
The demographic report provides information about the buyers of your product they’ve consented to share – including age, household income, gender, and marital status. This way you can see the impact of your marketing campaigns and tailor the target audience of consumers as needed.
3. Item comparison report
This report lists the top five products, viewed most frequently on the same day as your branded products, so you can identify your top competitors and see what they are doing differently.
4. Alternative purchase report
The Alternative Purchase Report shows the top five products that customers have bought most often instead of yours. Using this report effectively can help identify areas where your marketing strategy may be falling short.
5. Shopping cart report
The shopping cart report shows the three most frequently purchased products at the same time as your products. This can help your brand identify key add-on product opportunities to increase overall sales.
6. Repeat the buying behavior report
The repeat purchase behavior report shows the total number of orders for their products as well as the total number of unique customers. This makes it possible to concentrate on certain user characteristics that can influence repeat purchases and provide information about the long-term marketing strategy.
You are now the king (or queen) of the jungle
While the Amazon platform seems daunting, the right marketing strategy can help your brand achieve sustainable sales success.
First, develop a solid Amazon marketing strategy. Next, make sure that your product pages stand out from the crowd and that you are taking every opportunity to increase overall sales. Finally, use brand analytics to identify areas for improvement for your brand.
The result? Your Amazon products hit consumers wherever they are – whether they want to research products, compare prices, or buy – and help them get to where they need to go: your checkout page.
Editor’s note: This post was originally published in April 2019 and has been updated for completeness.