If you are an ecommerce brand, having an Amazon marketing strategy is not an option.
Ever since the debut of the e-commerce giant almost 30 years ago, Amazon has been a popular destination for online shopping. Even when you mostly went there to purchase books, the site had a reputation for its huge selection and stellar customer service. Nowadays, Amazon is the ubiquitous source of almost anything that money can buy — at least if it’s legal and you can buy it online.
Along with Amazon’s popularity and huge customer base, the website brings brands unparalleled opportunities to gain new customers. There are several ways to sell on Amazon, both organically and through paid ads, which is why it requires some depth to go through all of the options that you have to find the marketing mix that is best for you.
Regardless of which method you choose, Amazon marketing will help you increase your customer base and gain brand awareness in the biggest online marketplace. In this article, I’ll give you ways to successfully leverage this platform to foster brand growth by focusing on the key elements of what you should consider as part of your Amazon marketing plans.
What is Amazon Marketing?
Amazon marketing is an attempt to promote your products using the Amazon platform. In this case, I do not mean simply selling your product on the website. In addition, I’m talking about driving traffic to pages that feature your product. With Amazon, this is typically an Amazon product page that lets people purchase the product although it might also be an attractive storefront.
In some cases where you also sell products on your own website, the discovery of your company online through Amazon may also foster website sales — especially if they love your Amazon-purchased product. I have been contacted by many ecommerce brands who want to mitigate risk from having too many eggs in one basket and launch a DTC initiative on their own website to connect at a deeper level with their customers.
With that said, you cannot simply post items on Amazon and expect people to instantly find them – anyone who has ever sold on Amazon will tell you its quite the laborious process. In addition, Amazon sellers face fierce competition from rival companies and third-party sellers selling similar products. However, proper Amazon marketing efforts can help your brand and its products stand out above the noise and the crowd. Then people will be more likely to buy your product than its competitor.
Another benefit of proper digital marketing on Amazon is that people can discover your products as a solution to their problem or as a related product to prior purchases. These benefits help you expand your brand’s audience and can even result in people buying two items when they might’ve only bought one. Best of all, if your potential customer is a Prime member or has an Amazon credit product, they might be getting a better deal by buying on Amazon than they would buy obtaining the item somewhere else.
Finally, because Amazon is the largest e-commerce platform in the world, there are a lot of Amazon marketing opportunities. Not only can you use many different techniques, but Amazon gives you excellent analytics data and other tools that can fuel proper decision-making. And if you have Amazon fulfill your orders, faster shipping and carefree selling are beneficial for all parties.
Amazon SEO and Product Listings
By far, the most basic Amazon marketing techniques are those which make your product easier to find on the platform. Because Amazon is such a huge website, getting your products discovered is often quite a challenge. That’s especially true if your brand has little recognition outside of Amazon.
Like most websites, Amazon has a search algorithm that will help people make smart purchase decisions amongst the millions and millions of products listed (note: to my surprise the official number of products sold on Amazon in a year in the US alone is actually in the.billions). In order for the Amazon search engine to display your selection of products when people are looking for something that matches their description, you need to employ proper search engine optimization techniques. Typically, that means you must write your product descriptions so that it’s easy for the website crawler to read them and assign the correct categories.
Here’s how to meet these objectives.
#1 Keyword research and long-tail keywords
Before you start writing a product description, it’s important to know which keywords you want to use. This is critical because your keywords or combination of keywords will help determine which potential customers see your products.
At the heart of using the right keywords is the practice of keyword research. Keyword research helps in understanding the search intent of the target audience, which allows businesses to create content that matches users’ needs and expectations. A keyword can be simple, such as “dog food,” or more complex, like “senior dog food for sensitive stomachs.” The first type of keyword is a short-tail keyword, while we call the second description a long-tail keyword. I usually recommend that people use long-tail keywords whenever possible.
By targeting these long-tail keywords, businesses can rank higher in search results, drive targeted traffic, and increase conversion rates as they cater to a smaller, more focused audience segment. However, choosing the keywords requires that you identify why people are looking for that keyword (search intent). In addition, if you target a niche market, then you’ll want to use keywords that are consistent with that audience.
#2 Optimizing product titles, descriptions, and images
Once you’ve chosen keywords, you’ll want to optimize your product pages to match the keywords. An optimized product title, description, and image can make your product listing more appealing and informative, leading to higher click-through rates. And, of course, the more people view your product pages, the more sales you can expect to make.
At the same time, you don’t want to spam the platform by providing inaccurate information. Providing accurate and detailed product information, along with high-quality images, helps customers make informed decisions. Not only will this boost sales, but it’ll also help you avoid excessive returns and bad product reviews. Because Amazon is so focused on product reviews, just a few bad ones can significantly hurt your sales.
Best of all, providing an enhanced user experience is excellent for your brand’s reputation and ability to attract repeat customers.
#3 Leveraging customer reviews and organic search rankings
Positive customer reviews serve as social proof and help build trust with potential buyers. This is as true for Amazon marketing as it is for other places across the web. In fact, customer reviews are easier to leverage on Amazon than on many other platforms because every product page has a section dedicated to reviews. Furthermore, every Amazon shopper can see the star rating for a product on each page.
Besides the usefulness of reviews for converting customers after they see your product page, they also help you earn those eyeballs. Search engines consider customer reviews as a ranking factor, which means that having a larger number of positive reviews can boost your organic search rankings. And although Amazon shoppers will often page through more listings if they don’t find what they look like immediately, it’s still advantageous to be as high on the rankings as possible. In
Finally, positive reviews help with social proof and trust building. You can advertise as much as you’d like, but the value of those advertising dollars is wasted if most people do not like your product. On the other hand, a highly-rated product will perform better automatically because many other users say that your product is wonderful.
Further Reading: Amazon SEO: 18 Best Strategies to Rank Your Products
Amazon Advertising and PPC
Of course, it’s important to remember that Amazon SEO and customer reviews only go so far. That’s because there’s a lot of competition even within highly rated products. In addition, customers looking for a solution to their problems might not initially consider your product type. Advertising strategies help bridge this gap.
#4 Sponsored Products and Sponsored Brands
As an advertising platform, there are several types of advertising on Amazon that can help you boost product visibility and sales.
The first option of these advertising tools are Pay-per-click (PPC) ads that promote individual product listings on Amazon. They appear on search results pages and product detail pages, increasing visibility and driving sales for specific items. Especially if your brand only has a few items, this can be a very cost-effective way to increase your sales. It’s also an excellent option if you are struggling with Amazon SEO because you’re competing with larger brands.
The second major advertising type is PPC ads which focus on promoting a brand and its product portfolio. They appear at the top of search results pages and showcase a custom headline, brand logo, and up to three products. Brands that have a lot of related products can benefit significantly from this advertising type. For example, in the electronics space, the advertiser might feature a particular device (say, a cell phone), plus a spare charger and a car kit. That helps boost sales of all three devices as a bundle.
With Amazon’s PPC sponsorship options, there is a specialized performance metric. This is called the ACoS (Advertising Cost of Sale). Using this metric, you can see how much money it costs you to make each sale, regardless of the value of the sale. This is a bit different from ROI, which is more focused on the dollar amount of sales compared to the advertising costs. Amazon has an in-depth article on this topic. Especially combined with the ROI, the ACoS is an excellent tool to guide your future advertising and marketing decisions.
#5 Creating targeted advertising campaigns
Perhaps the main disadvantage of PPC advertising is that it only focuses on keywords. While keywords are important, each product has its own separate audience or customer base. In some circumstances, the audiences for various products are very similar. However, this isn’t always the case, especially when prices or quality are dramatically different. At the same time, the keywords for those items are often the same or similar.
Fortunately, Amazon’s marketing and advertising space has some solutions. For example, targeted advertising campaigns involve reaching specific audience segments based on factors such as demographics, interests, and purchasing behavior. This helps bring the right customers to your page.
Amazon offers various targeting options, including keyword, product, and audience targeting, allowing advertisers to create highly relevant and effective campaigns. For example, if you sell expensive premium headphones but aren’t a trendy brand, chances are that you will target higher-income customers. On the other hand, cheap but good headphones appeal to a younger or less affluent audience. With targeting, you can focus on the right demographics.
Continuously monitoring and adjusting targeting strategies based on campaign performance helps improve ad relevance, click-through rates (CTR), and conversion rates. At the same time, you can achieve a higher ROI by displaying your ads to people who may genuinely be interested in your products.
Amazon FBA and the Buy Box
Let’s face it, Amazon popularized the fast, free shipping phenomenon. Its Prime membership is incredibly popular, especially since it provides both free shipping and other perks. However, not every item on Amazon is eligible for Prime shipping. And if a potential customer has a Prime membership, they are more likely to purchase a product that’s eligible for those services. Therefore, ensuring that your products are eligible is an important Amazon marketing technique.
#6 Benefits of using Fulfillment by Amazon (FBA)
By now, most of us have heard about FBA sellers. These are brands that sell their products primarily on Amazon. Many of them are small brands or factory-direct sellers that can’t afford to handle the logistics of online order-taking. FBA simplifies the shipping and logistics process for sellers, as Amazon takes care of the storage, packaging, and shipping of products to customers.
FBA products are eligible for Amazon Prime shipping, which can lead to increased sales. After all, Prime members spend extra money to get their items quickly. Some urban areas even have same-day shipping, especially if they are close to an Amazon warehouse. For these customers, buying from Amazon is not that much different from going to the store. However, customers who live farther away from an Amazon location frequently receive their items faster than they would if purchasing from somewhere else.
Similarly, Amazon has a system that helps people get the best overall bargain and, in return, dramatically increases sales. Part of this system includes automatic Alexa recommendations, being suggested in search results, and more. Plus, if somebody clicks on the buy button for a product, this is the default supplier or variation.
Amazon refers to this as the Buy Box. Sellers view earning the Buy Box as the Holy Grail of Amazon marketing because it results in the most visibility and sales on the platform for any given product. Therefore, earning this distinction is extremely competitive. Fortunately, there are some strategies that can help you win.
Strategies for Winning the Buy Box
Ultimately, Amazon awards the Buy Box to sellers that provide the best overall bargain and customer experience. Therefore, strategies that boost these seller factors are highly effective.
Offering competitive pricing strategies, including shipping costs, is crucial for winning the Buy Box, as Amazon considers the total price when determining which seller gets the Buy Box placement. This is one reason why FBA sellers generally have an advantage — shipping is free to the customer.
Maintaining a high seller rating and exceptional customer service can improve your chances of winning the Buy Box, as Amazon takes seller performance into account when allocating Buy Box placements. Of course, these are also sound business practices for any company to boost sales through customer loyalty. When dealing with customers, think about how you’d want to be treated in the same situation, and you’ll increase your chances of earning the Buy Box.
Ensuring products are in stock and having a reliable fulfillment process, such as using FBA, can help win the Buy Box. Amazon prioritizes sellers who can consistently deliver products to customers in a timely manner. This is especially important when you consider that if you don’t use FBA, you will likely compete with other sellers that do. Therefore, if you want to ship your own products, then make sure the customer experience is comparable.
Amazon Storefront and Branding
Among the challenges with Amazon marketing is the sheer size of the website. Even within a category, there are often hundreds of different brands for customers to choose from. Because of these sizing concerns, it’s easy for your brand’s items to get lost in a sea of products.
Fortunately, Amazon offers branded storefronts. These are special pages on Amazon that feature multiple products from the same brand. Just like a freestanding e-commerce site, customers can browse those products and add them to their cart.
#7 Building a professional Amazon Storefront
A well-designed Amazon Storefront allows you to showcase your products in a visually appealing and organized manner. They look similar to a regular e-commerce site in that you can see many products side-by-side. However, you get a lot of flexibility when it comes to layout and other specifications.
Similarly, a professional storefront sets your brand apart from competitors and helps establish a strong brand identity. You have space to Include your logo and other brand collateral. Similarly, you can demonstrate how certain items work better together.
Customers love these storefronts because they make shopping on Amazon much easier. Yet, they still get to check out using Amazon payments and benefit from other perks. Best of all, brand differentiation helps people not only with brand loyalty but also with understanding different products. In some cases, this will even help people choose the best item for them.
It goes without saying that you should be using high-quality product images as well as product videos here to best showcase your brand.
Further Reading: How To Build An Ecommerce Website: A Step-by-Step Guide
#8 Utilizing Amazon Brand Registry
Like any other website on the Internet, Amazon has to worry about intellectual property. Especially in the highly competitive world of Amazon marketing and chasing the Buy Box, unscrupulous companies will often try to steal intellectual property and the sales that go with it.
Fortunately, Amazon Brand Registry helps protect your intellectual property by giving you greater control over your brand’s product listings. You can request this protection for your Amazon seller account, and in return, Amazon will help protect your brand from imposters.
Enrolling in Amazon Brand Registry also grants you access to exclusive tools and features, such as Enhanced Brand Content (EBC) and Sponsored Brand Ads, which can help improve your product listings and increase brand visibility. In other words, you’ll gain access to additional Amazon marketing options than you would’ve had before. These exclusive features will help you grow your brand through better visibility, repeat purchases, and more.
#9 Creating a cohesive brand image
Ensuring that your brand’s messaging is consistent across all touchpoints, such as product listings, packaging, and marketing materials, helps create a strong and memorable brand identity even if you have the Buy Box for several products. Brand identity and image help to sell additional products to past consumers.
Maintaining a cohesive visual identity, including consistent use of colors, fonts, and imagery, reinforces your brand’s personality and makes it easily recognizable to customers. This type of branding also boosts customer loyalty and helps make sure that your company has a unique identity along with high-quality products that your customers love. Plus, branding will make it easier for customers to find your products if they decide to buy more later.
Product Categories and Product Display
Especially because of how big Amazon is, it’s critical that people find it easy to find your product. While Keywords are important, you also want to ensure that your product categories are accurate. Furthermore, the way in which you display your products can influence their desirability to customers. Fortunately, these Amazon marketing techniques will help you make the grade.
#10 Selecting the right product categories
Accurate categorization helps improve your organic search rankings, as Amazon’s algorithm considers categories when determining the relevance of a product for a given search query. Keywords are an important part of categorization, but they are not the only tool Amazon has. Instead, the categories which you select during the listing process also count.
Reviewing and updating your product categories can help maintain your listings’ relevance, as Amazon often adds new categories or updates existing ones. This will help ensure that your products are not miscategorized and lost in the proverbial Amazon jungle.
#11 Utilizing Product Display Ads
Product Display Ads are a type of Amazon Advertising that allows you to target specific products or product categories, enabling you to reach customers who are likely to be interested in your offerings. The ads feature a photo of your product, its name, and its price. In other words, they look similar to display ads everywhere else, except that they only redirect click-throughs to the product page on Amazon, not another website.
Product Display Ads can be used to promote new product launches, increase sales for slow-moving inventory, or cross-sell and upsell complementary products. Better yet, you don’t have to do much extra work since Amazon uses existing product photography and other design elements.
#12 Ensuring product visibility and range
Even with the best products, Amazon marketing can be difficult if you only have a few products. Offering a diverse and wide range of products can help attract a wider audience, increasing your potential customer base and sales opportunities. While the product line doesn’t have to be highly diverse (you can have several variants of the same thing), a larger quantity of listings gives you more chances to get discovered.
Furthermore, you shouldn’t have the same product line constantly. It’s okay to have some staples, most companies do, but that doesn’t mean that your offerings should be static. Regularly updating and expanding your product offerings can keep your Amazon store fresh and engaging, encouraging customers to return and explore new items.
Social Media Marketing and Amazon
While the Amazon marketing techniques I’ve mentioned so far are focused on the Amazon website itself, it’s also important to broaden your efforts to other forums. The next set of options focuses on ways that you can spread the word about your brand without a sales page.
#13 Integrating social media into your Amazon marketing strategy
No matter what you sell, implementing a social media marketing strategy is an important way to spread the word about your products and services. That’s because people spend a lot of time on social media, and they also look there for product suggestions. By promoting your Amazon products on social media platforms, you can reach a wider audience and increase brand awareness.
Furthermore, social media allows you to interact with customers directly, answer their questions, and address their concerns. When you spend the time to communicate and engage with your customers, it demonstrates that your brand cares about customers and their needs. Especially in an era where big brands are abandoning customer service in favor of a “take it or leave it” attitude, making your customers feel valid is very important. In fact, improved customer service is one reason why many people prefer smaller brands.
Further Reading: 24 Ways How to Improve Online Sales with Social Media Content
#14 Leveraging Amazon Posts and Amazon Music
Your Amazon marketing efforts need not be limited to visual media and the Amazon website. Instead, several multimedia opportunities can help your business shine. While there are many options, as an Amazon seller, you should consider leveraging the Amazon ecosystem whenever possible. Two of the lesser-known options are Amazon Posts and Amazon Music.
Amazon Posts
A free social media-style platform for brands to share images, captions, and links to their products. This can help increase visibility and drive traffic to your product listings. It’s also a great place to compare notes with other sellers who might have products that complement yours. Although the Posts platform is small, it gives you more opportunities to get indexed and highly-placed pages on Google. This is especially true when you consider the overall credibility of Amazon as a website.
Best of all, Posts are an opportunity for you to showcase your products, including demonstrations and other multimedia. Haven’t you heard of it yet? Right now, this option is still in Beta testing, so you have plenty of opportunity to get in close to the ground floor.
Amazon Music
Music is an audio streaming platform that offers advertising opportunities for brands. By creating audio ads, you can reach potential customers while they listen to their favorite music or podcasts. These ads are between 10 and 30 seconds. Therefore, you’ll want to make sure and get your message across as quickly as possible without detracting from it. Each ad plays between different pieces of content or during breaks.
According to Amazon, these ads are extremely effective. They are full of features that help you make a sale right away. For instance, any call to action that you include can be acted on by speaking with Alexa. In other words, Alexa can find you more information about the product, or she can order it for you. In this sense, ads on Amazon Music are similar to having your products placed close to the checkout line or near very popular products — it can encourage impulse buying.
#15 Encouraging customer engagement and experiences
Especially in an era of authenticity, customer engagement and the sharing of experiences is very valuable for Amazon marketing. Not only do people want to know that your product is awesome, but they like to feel as if there’s an affinity between them and your brand. Amazon reviews and seller ratings are an important part of this, but so is customer engagement with your brand.
By engaging with customers and encouraging them to share their experiences, you can collect valuable feedback on your products and services. For instance, you might learn about ways to make your product even more valuable to a certain segment of your audience. Or, you might hear of a significant deficit that drives your constituents crazy without making them want to return or bash the product. Both types of comments let you make your product better or at least address issues before they turn into a PR disaster.
Best of all, satisfied customers who have positive experiences with your brand are more likely to share their stories with others, both online and offline. By doing this, they not only help fellow Internet users to find a great product, but they also help drive sales. Such brand advocates are especially valuable for new brands and those in highly competitive fields.
Both customer feedback and brand advocates often require some encouragement. For instance, you can encourage people to reach out on Facebook or provide another contact option they can use for customer service. Furthermore, you can incentivize advocacy by offering a coupon or something similar in exchange for discussing the product on social media. Just be sure that you don’t try to buy or incentivize Amazon reviews, as these can violate their terms of service.
Amazon Seller Central and Marketing Tools
Seller Central is an important tool for both marketing and account management. Here, you can list or remove items, change product descriptions, perform optimizations, and even plan promotions. In other words, Seller Central is the most important place on Amazon if you have products to sell. Therefore, it’s critical that you understand how it works and how to leverage its features.
#16 Navigating Amazon Seller Central
The primary platform for managing your Amazon seller account, where you can create and edit product listings, manage inventory, and access sales reports. Therefore, this section of the website will tell you important information, such as when to ship more units to Amazon if you’re using FBA. There’s also relatively little that you can do on Amazon as a seller without your Seller Central page.
Fortunately, Seller Central of offers a variety of tools and resources to help you optimize your Amazon sales, such as the Brand Analytics dashboard, which provides insights into customer search behavior and product performance. This information is critical for making informed decisions about your account and product line, such as when to better target a particular user base, discontinue a product, or tweak your Amazon SEO.
#17 Utilizing Amazon Advertising and Amazon Marketing Services
Amazon offers a range of advertising solutions, such as Sponsored Products, Sponsored Brands, and Product Display Ads, that can help increase your products’ visibility and drive sales. You can choose any combination of these ads to maximize your return on investment, limit your cost per sale, or both. Similarly, you can get an overall sense of how profitable your Amazon-based business has become (or not).
Besides advertising products, Amazon provides additional promotional tools, like Amazon Stores and Amazon Posts, that allow you to showcase your brand and products in a more engaging and immersive way. I’ve talked about some of the options above, such as posts and audio advertisements on Amazon Music. However, there are two tools that can help you advertise off of Amazon’s platform. These are Amazon Advertising and Amazon Marketing Services (AMS).
Further Reading: 15 Important Ecommerce Tools You Need to Know in 2024
Amazon Advertising
Essentially, Amazon Advertising is an ad agency embedded within Amazon, and which only works with products and companies that have products for sale on the Amazon platform. However, unlike the other tools I talked about above, there are several options that can appear on other websites. When we browse for products through Google or other search engines, we often see Amazon-related advertising on other websites. These come from the Amazon Ads service. At the same time, you can still use the Amazon Ads function to place on-platform advertising.
Amazon Marketing Services (AMS)
Amazon Marketing Services is similar, but it only covers on-Amazon Advertising. So, if you want to throw a promotion or something similar, you can use this option. However, it appears that AMS is now part of Amazon Ads, so it may not be available in the future.
Competitive Analysis and Market Share
No matter where you sell items, it’s important to know what your competitors are doing. While nobody has a crystal ball, analytics data can be instrumental in making sure that your products get a fair shake on Amazon. In addition, competitive analysis lets you and your marketing team pivot and meet the challenges presented by other companies. This segment of my Amazon Marketing Tips will help you navigate the world of analytics.
#18 Conducting a thorough competitive analysis
A competitive analysis helps you understand your competitors’ strengths and weaknesses, allowing you to make strategic decisions to differentiate your brand and capitalize on the competition’s shortcomings. Even if the competition is mostly different, demonstrating that your products are better for a large segment of the consumer base is beneficial.
Similarly, by analyzing your competition, you can identify gaps in the market and discover opportunities to expand your product offerings, improve your services, or target new customer segments, ultimately leading to increased growth and market share. For instance, you might discover that potential customers want particular features that your competitors don’t offer. Or, you might get an idea for further product development that lets you capitalize on unmet consumer demand.
Either way, you win because your brand will become stronger and more attractive to consumers.
Further Reading: 17 Ecommerce Statistics You Need to Know to Improve Your Ecommerce Marketing in 2024
#19 Identifying your target market and audience
Knowing your target market and audience allows you to create tailored marketing campaigns that resonate with their needs, preferences, and pain points. Similarly, you might identify situations where pursuing one segment of your customer base will offend a bigger subset. Bud Light is an especially strong example of misreading larger audiences. Be careful about controversial topics unless your brand caters to a niche audience.
Focusing on a specific target market, you can allocate your marketing resources more efficiently and avoid wasting time and money on campaigns that don’t reach the right audience. You can apply this principle to Amazon marketing through ad targeting. Also, the right branding can help make or break your chances with a particular audience.
Ultimately, you can’t please everyone. Some people will be offended by certain advertising campaigns. Similarly, you can easily fail to connect with your target audience if you misunderstand how to build a connection with them. Especially over time, analytics help you fine-tune your pitch so that it’s compelling to your target audience.
#20 Boosting sales and capturing market share
While large brands often start selling several products on Amazon initially, smaller companies often can’t afford to do this. However, over time you’ll want to enhance your Amazon marketing by meeting the demand for more products. Expanding your product lineup to cater to a wider range of customer needs can help you capture a larger share of the market, increase sales, and strengthen your position in the industry. That greater market share can result from repeat customers for the original products and customers discovering the new ones.
Similarly, don’t forget that people love sales and other incentives. Implementing well-planned promotional strategies, such as discounts, limited-time offers, and loyalty programs, can incentivize customers to make a purchase and encourage repeat business. For new customers, getting a great deal to try your products is often tough to resist. And regulars love to earn coupons or other rewards for their loyalty. In turn, it’ll be easier to become and stay profitable due to the higher sales base.
Measuring Success and Optimization
Even your best efforts can have varying degrees of success. There are many reasons why you can succeed and others that determine you’re missing the mark. If you want to improve your effectiveness, it’s critical to understand what works for you and why. Similarly, you need to know if something you did falls flat or, worse, backfires. Measurements are the only way to know what works best. These measurement tips will help you maximize the value of your Amazon marketing.
#21 Tracking KPIs and conversion rates
Monitoring Key Performance Indicators (KPIs) and conversion rates helps you evaluate the effectiveness of your marketing efforts and determine whether you are achieving your goals. For instance, you might find that you’re paying too much for PPC ads compared to the benefits you receive. Then, you can adjust your spending to focus on what’s working best.
Specifically, by tracking KPIs and conversion rates, you can pinpoint areas where your marketing efforts may be underperforming. It could be that you’re spending too much money on keywords that don’t perform well. Or, your approach to reaching a particular audience might need work. In both of these situations, tracking your KPIs helps save time and money while also increasing sales.
Ideally, what you need is the best return on your investment. By tracking your stats over time and comparing them to competitors you can quickly learn what works well for your business. Then, you can double down on the most effective keywords and strategies for your brand using the money you’ve saved by discontinuing ineffective approaches.
#22 Using Amazon Attribution and other analytics tools
Often, it can be difficult to determine which marketing strategies are getting the best results. This is especially true for newer brands and companies that use a lot of different advertising techniques. Fortunately, Amazon Attribution and other analytics tools provide a wealth of data on advertising performance, allowing businesses to gain a deeper understanding of how their campaigns are resonating with their target audience.
Tracking metrics such as impressions, clicks, and conversions, these tools help businesses optimize their marketing strategies and make data-driven decisions to improve their return on investment (ROI). Just to review, an impression happens every time someone sees your ad or product page, though analytics will only record them on certain websites. In this case, Amazon Attribution tracks metrics that touch the Amazon platform. Nonetheless, the product does help interpret performance across the internet.
With the ability to measure performance across various marketing channels, including search, social media, and display advertisements, Amazon Attribution and other analytics tools enable businesses to compare the effectiveness of different platforms and campaigns. That way, brands can avoid spending a lot of money on advertising that fails to perform and free up that capital for what works.
How does this work for brands that sell their products on other sites too? Amazon Attribution and other analytics tools allow businesses to identify the touchpoints that are most influential in driving conversions. However, you can only get information for products sold on Amazon. However, if your products qualify, you get several benefits.
Comprehensive Performance Insights, where you get more information about multiple sales metrics. In other words, you’ll get a complete view of your advertising efforts, both on and off Amazon. You’ll also learn how people view your Amazon product pages. For instance, it’ll tell you if someone came because of a PPC campaign or through Facebook.
Cross-Channel Measurement determines how well you’re meeting people’s needs on multiple channels. This is important because people often buy on a website like Amazon, then get customer service on another platform. Although Amazon has customer service reps, they can’t know about every item in the store. Therefore, Facebook messaging and other methods of interacting with customers are valuable.
Finally, Customer Journey Analysis lets you see how people progress down the marketing funnel from discovery to purchase. Often, you’ll also see repeat customers in your analytics dashboard. This may not reflect everyone that comes back, however. It could be that people develop brand loyalty or know that your business is a place they can find something unique. Either way, with careful management you’ll win.
#23 Continuously refining your strategies based on data
Markets and customer preferences can change rapidly. Continuously analyzing data and refining your strategies is vital to staying agile and adapting to these changes, ensuring that your marketing efforts remain relevant and effective. Otherwise, you risk getting left behind by companies that are more open to innovation.
No matter what you sell, however, regularly reviewing and adjusting your marketing strategies based on data helps you optimize your campaigns and allocate resources more efficiently. There are a few reasons for this. For instance, best practices in certain communities may change, or a high-risk collaboration can backfire. Ultimately, selling people the right thing at the right time is often the best way to grow your FBA business.
Similarly, adapting to market changes can be tricky. While the marketing field moves somewhat faster due to the constant technology changes, here in the US, we have a lot of products that are famous for a short time period. To remain relevant, your company needs to pivot as needed. Not only can that influence how you write new marketing materials, but it’ll help you determine when it’s time to return to basics or switch up your marketing.
3 Examples of Successful Companies That Leveraged Effective Marketing Strategies on Amazon
It’s one thing to talk about Amazon marketing and another to apply principles or use the provided tools. To help you see what’s possible, I’ve included some company snapshots.
Anker
This Chinese electronics brand just might be the most successful brand built on Amazon, doing over $1 billion in sales from Amazon alone in 2021.
Anker is a leading electronics brand specializing in charging accessories. They have effectively utilized Amazon SEO and optimized product listings to dominate search rankings in their category. And while their products are reasonably priced, the quality isn’t cheap. In fact, Anker has established that they are one of the most reliable brands out there right now, especially if you don’t want to pay the brand-name price.
Besides Amazon, you can buy Anker products on several websites, such as Walmart, Target, and Best Buy. Now, the brand has branched out beyond phone chargers. You can get power banks, cables, and even the Soundcore line of headphones and speakers.
How did Anker achieve these results? One of the most important Amazon marketing techniques they employ is being personable. Their products are good quality at a reasonable price, which works well to attract new and returning customers. In addition, they leverage customer reviews and ratings to boost credibility and sales. It’s no wonder that the brand has sold over a billion dollars in sales last year to an increasingly loyal customer base.
Instant Pot
One of your favorite home appliances was literally born on Amazon, doubling sales every year since its first appearance in 2010.
Instant Pot is a popular electric pressure cooker brand that gained massive success on Amazon through social media marketing, influencer collaborations, and content marketing. This appliance is wonderful because it helps people that work have a hot meal soon after they get home. At the same time, slow cookers have been popular for a long time. An Instant Pot is better than older models of slow cooker, which is one reason that the company’s growth was explosive.
But how did Instant Pot achieve this distinction, especially with a lot of other, similar products on the market? Instant Pot has an active presence on platforms like Facebook, Instagram, and Pinterest, where they share recipes, user-generated content, and engage with their audience. Instant Pot also partners with food bloggers and influencers to reach a larger audience.
No wonder that Instant Pot is so popular!
Further Reading: How Does the Amazon Influencer Program Work? Your Ultimate Guide
Bedsure
Especially after a long day at work, most people long for a comfortable evening at home. However, to enjoy this tranquility, you need linens and other housewares. Bedsure, a home textile company, has successfully used Amazon Sponsored Products and Amazon Brand Registry to promote its products and protect its brand. Brand awareness goes a long way to boosting sales, and customers love a brand that distinguishes itself from the many inferior products. That’s especially true with items like textiles, where quality can be a gamble.
Bedsure has also encouraged customer reviews to improve their product rankings and conversion rates. The idea is that if you enjoy a product, you’ll want to share it with other people. And when folks get a great deal on their new towels or sheets, they will spread the word. Bedsure uses this enthusiasm to gather reviews. Best of all, a “verified” review is one where the reviewer bought the products from Amazon.
Finally, Bedsure is a pro at social media channel marketing. In particular, they reach Generation Z by using TikTok to showcase their brand. Since this generation is starting to move out of their parent’s house in greater numbers, they are important market segment for housewares companies.
All of this led to Bedsure’s recent announcement that they were the leader in Amazon’s Home and Kitchen category in the United States.
Inspiring.
Conclusion
Advertising on Amazon may seem daunting – or even expensive. However, many of these fees help pay for Amazon’s operations. Furthermore, considering the popularity of the once primarily online bookstore, Amazon marketing is one of the most critical ways to promote your brand and expand its reach.
With that said, you can control costs through the careful use of analytics. No brand should pay for advertising once they find out it doesn’t give a good return. On the other hand, analytics can help you focus your efforts and get a better ROI by not spending a lot of money on ads that don’t work well.
Luckily, if you follow my Amazon digital marketing strategy recommendations, you should be able to grow your brand without paying excessive prices.
Further Reading: How to Launch Your Ecommerce Store on Amazon in 2024
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