9 Amazon Marketing Strategies to Sell More Products
by Ron Dod
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The Amazon marketplace is equally as profitable as it is competitive.
For sellers todrive traffic to their Amazon product listingsand earn a healthy revenue, they must stand out from millions of other merchants. Therefore, it stands to reason that an Amazon marketing strategy that produces visibility is key in reaching the most significant number of shoppers and earning the clicks and conversions necessary to be one of those standout sellers.
Amazon wants merchants to craft titles that are 150-250 characters in length, meaning that there is ample space for sellers to include critical keywords that will help an item rank for targeted searches.
The elements that retailers must include in their titles include:
Name of the product or product type
Distinguishing features such as color, size, materials, etc.
In addition to these components, the goal of the title is to include some of the best possible keywords for the item, as well as to educate customers about the product so as to entice a click.
That said, retailers must not cram their titles with every imaginable keyword as this will have a variety of detrimental effects. For instance, products are less likely to earn visibility, consumers are less likely to trust the item and the title will get cut off for mobile users, thereby reducing clicks.
Instead, titles should be informative yet easily readable so that shoppers can tell what the product is immediately.
When it comes toconducting Amazon keyword research for the terms to include in the title, there are a variety of tools that sellers can leverage, such asKeyword Tool,Sonar and others. Additionally, retailers can simply utilize Amazon’s search bar to analyze the results that populate as recommended searches.
Feature High-Quality Images
While titles communicate the information about a product, shoppers use images to help determine if they will click on a product page. When listed among a variety of other items, product imagery is a powerful tool in getting merchandise to stand out.
However, once a consumer clicks on a product page, the imagery becomes even more important. This element (in conjunction with the title, reviews, etc.) is what will help the shopper decide if they wish to convert.
Amazon allows merchants to utilize up to seven pictures. It is advisable to use all of these only if merchants have sevenstunning images that sell.
However, these are merely suggestions for the types of pictures sellers should employ. The best approach is toA/B test product images to definitively establish which work best to engender conversions. To do this, simply record sessions, sales, conversion rate and revenue over a given period of time. Then, alter the images and measure the same data points.
Finally, merchants should ensure that their product images are at least 1,000 pixels by 1,000 pixels as Amazon enables shoppers to zoom in on images to get a detailed look. Ensuring images of this size will provide the best experience for customers.
However, standard product images aren’t the only visually-focused Amazon marketing strategy that generates sales.
Amazon’s A+ Content is a free and easy way to upgrade product descriptions to become far more captivating and engrossing. While this feature was only accessible through the Vendor program for a time, Amazon has since opened the offering up to sellers through Seller Central.
With Amazon A+ Content, merchants can access pre-built templates that allow for the inclusion of additional images, enhanced product descriptions, bullets, tables, brand stories and other alluring elements.
While this feature stands to elevate product pages and set retailers apart from the competition, Amazon recently made the offering even more valuable throughthe “Manage your experiments” feature, which is still in beta.
With this new tool, sellers can A/B test their A+ Content to determine the effectiveness of different layouts, images and information.
Actively Participate in the Q&A Section
One of the most underutilized approaches to an Amazon marketing strategy is to proactively engage shoppers in the questions and answers section for a product.
The fact is that if sellers take a moment to browse some of the competition’s product pages (as well as their own), they can discover precisely how shoppers utilize this feature. For instance, consumers commonly ask questions about sizing. Since different products tend to be slightly different from one another in terms of sizing, consumers often have questions about if an item is true to size or not.
If merchants aren’t addressing these customer questions, they will go to a more responsive competitor. For this and many other reasons, the questions and answers section plays a critical role in a shopper’s buying decision.
Therefore, an Amazon marketing strategy that adopts a proactive approach to answering consumer questions through this forum is likely to prove more robust than those who opt to ignore these queries.
Moreover, given that this section is open for all to see, by frequently addressing consumer questions, retailers are effectively helping to secure sales from future shoppers who have the same or similar concerns.
If that weren’t enough, by continually engaging customers through this feature, shoppers can clearly see that a brand is active and involved with its buyers, which provides peace of mind in the purchasing process as folks are more likely to trust the seller.
However, when it comes to utilizing this feature, there are some guidelines by which merchants will want to abide.
Firstly, sellers will want to establish some ground rules with their team in terms of how to respond to customers and maintain a consistent brand voice.
Next, given that Amazon customers are shopping all around the clock, retailers should set a schedule for checking if any new questions have been submitted. Given the nature of Amazon’s marketplace, checking in daily is advisable.
Additionally, since Amazon enables other customers to submit answers, retailers will want to take the time to read through any responses and correct any inaccurate information that has been provided.
Finally, sellers will want to make their answers as concise and swimmable as possible, while still answering questions in full. Given that shoppers are not interested in reading a lengthy paragraph to obtain an answer, this is paramount.
Taking an active approach to the question and answer section featured on product pages is an Amazon marketing essential as connecting with shoppers to quell concerns will help toincrease product conversions now and in the future.
Employ Display Ads
Even with leveragingAmazon SEO best practicesto the fullest, there is no guarantee that products will rank higher than the competition’s in the SERPs. This is largely because Amazon considers a variety of factors, such as sales velocity, price and other elements.
Therefore,using Amazon Display ads to beat the competitionis a wise endeavor. Through the use of this ad type, merchants can get their products placed at the top or bottom of Amazon’s SERPs, as well as on customer review pages and in the top portion of the offer listings page.
Moreover, merchants can target consumers based on their interests, or they can target specific products to steal consumers away from competitor items.
This means that sellers can utilize Display adverts in both an offensive and defensive manner, thereby elevating the utility of this ad type.
This method of earning visibility is incredibly powerful and effective in driving sales. In fact, the efficacy of Amazon adverts is exactly what has helped the merchant to skyrocket to becomethe third-largest online advertising platform.
Create Limited-Time Offers
For merchants who want to leverage their Amazon marketing strategy to generate exposure for their products, a time-sensitive promotion is ideal.
Moreover, limited-time offers need not offer discounted prices, as merchants can include freebies like hats, stickers or other low-cost items.
Additionally, one of the more compelling aspects of launching a limited-time promotion (on top of creating a sense of urgency) is that it can convince first-time customers to take the plunge and place an order with a seller with whom they are unfamiliar. As evidence, Inc.com reports on how promotions affect the shopping experience:
“A new survey from RetailMeNot shows deals have substantial influence on customer acquisition, brand loyalty and brand perception among consumers, especially among millennials… The survey found that two-thirds of consumers have ‘made a purchase they weren’t originally planning to make solely based on finding a coupon or discount.’ Similarly, four out of five (80 percent) said they feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount.”
Therefore, some of the things that merchants can do to launch a successful limited-time offer include:
Make the offer compelling: Merchants must create an offer shoppers can’t resist. A great way to uncover this information is to conduct user surveys and engage in social listening.
Create a sense of urgency: By creating a hard deadline, consumers will be more motivated to act immediately. Alternatively, sellers can make the offer “while supplies last,” which is also a good instigator for action as this can trigger the FOMO (fear of missing out) phenomenon.
Launch Amazon adverts: Retailers can utilize promotional tools like Sponsored Products ads to get the time-sensitive promotion in front of new audiences within the marketplace.
Use various marketing channels: In addition to reaching new consumers, sellers should also alert their core audience through social media posts and ads, email notifications and similar promotional portals.
While this is an excellent Amazon marketing strategy for generating exposure and sales, it should only serve as a supplemental tactic in addition to more stable approaches, such as SEO.
Focus on Premium Product Packaging
When promoting products on and off Amazon, merchants are bound to draw in a considerable number of new customers. For that reason, it is vital for sellers todesign great product packaging that will leave a lasting impression on shoppers.
When a company takes time to invest in its product packaging, consumers are more likely to recommend the company and purchase from them again. As evidence of this,a 2016 eCommerce packaging study found that 42 percent of shoppers are likely to buy multiple times from brands that deliver products in premium packaging.
Given that the unboxings have become an experience unto themselves in the past several years, an investment in this area is critical for impressing customers. Some ways to leverage this Amazon marketing strategy include:
Keep packaging simple: While it is essential to highlight the brand’s image (colors, fonts, etc.), the packaging itself should remain simple and easy to open.
Include a CTA: Since reviews are such an essential part of earning sales on Amazon, retailers can include a flyer asking for an honest review on Amazon. Alternatively, merchants can encourage shoppers to follow them on social media.
Make it valuable: Packaging need not merely be decorative. It can be functional as well. For instance, onMountain House’s emergency food supply kits, the company includes an emergency checklist on the bottom of the box to ensure that its customers have everything they need, should a disaster strike.
However, when upgrading packaging as part of a seller’s Amazon marketing strategy, it is crucial to abide byAmazon’s packaging standards, particularly if FBA is utilized. Fail to do this and Amazon could return a seller’s merchandise.
Collaborate with Influencers
The power of influencer marketing is undeniable at this point. Much like a merchant’s proprietary store, Amazon listings can earn a considerable amount of traffic and sales through the utilization of this strategy.
When influential figures recommend a company and its products to their audience, it lends credence to the brand and lets customers know that their merchandise is worthy of consideration.
When it comes toselling on Amazon by means of influencer marketing, it is critical to identify social media stars within a business’s niche.
Tofind influencers and approach them for a campaign, retailers can leverage social media to identify influential voices in relevant conversations, or they can utilize one of the many influencer marketplaces available online.
Partner with an Agency that Offers Amazon Services
Given how competitive Amazon has grown to be, retailers can often use a helping hand in gaining the visibility necessary to cultivate a successful presence on the platform.
For that reason, it is wise for merchants to seek the assistance of agencies that specialize in developing Amazon marketing strategies and PPC campaigns. While this does require an investment from sellers, it is often a more cost-effective route than hiring an in-house team or going through an experimental process of trial-and-error.
Given that the people at an agency possess the knowledge, experience and expertise to elevate a company’s outcomes within the marketplace, this is possibly one of the most fruitful Amazon marketing strategies that a retailer can deploy.
Creating an Amazon marketing strategy that helps to bolster a brand’s bottom line has lots of ins and outs. Everything from product pages titles to packaging, advertising and more must all be considered and optimized for peak performance.
Using these nine strategies, sellers can significantly enhance their visibility, traffic and sales velocity on Amazon.
However, for those who desire an expert hand in the matter,Visiture’s Amazon PPC management team can help retailers to develop the kind of ad campaigns that earn clicks, conversions and a considerable foundation for success in the Amazon marketplace.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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