How to Improve your Amazon’s Marketing Strategy

As an Amazon Seller, there are a great number of marketing actions within and outside of Amazon that you can do. Developing a good marketing strategy for Amazon will help you increase your sales exponentially. Here's how to do it.

SEO: The Key To The Success Of Your Amazon Marketing Strategy

SEO is the acronym for Search Engine Optimisation, a tool that is commonly used to position websites in search engines, especially Google, and the key to the success of any digital marketing strategy. The goal of any SEO consultant is to dive into the intricacies of the algorithms of the major search engines to address certain relevant keywords for the company and thus position your products or services strategically.

Amazon SEO is also a fundamental element for improving the positioning of your products. Unlike Google, Amazon prioritises visibility, i.e. the number of times an item appears in searches carried out by users. However, a recent publication by MIT Technology Review concluded that Amazon prioritises its products over the rest of the marketplace sellers, and suggested products are up to 20% more expensive than the more affordable versions available on its website

Therefore, there are several important elements to take into account when working on SEO on Amazon:

Keyword research, that is, where you want to position your product. You should bear in mind that the most general keywords are the ones with the most visits but, at the same time, the most difficult to target due to their high competition. For example, if you sell smartwatches with GPS, you can position your product simply by the keyword "smartwatch" or also by "smartwatch with GPS". However, the first option will be more difficult to achieve than the second.

Images, videos and descriptions to strengthen your product. Amazon's policy on features is not only about quality but also about more specific specifications such as the type of background, how the product is to be displayed or what elements it may or may not contain, among many other things.
Reviews: every good product must have a good rating. The opinions of other buyers have a decisive influence on the purchase decision of other users, and therefore also on their purchases. In general, it is considered that a product will increase its sales potential if it receives at least 50 reviews. However, this depends on the products with which it competes.

If you work well with all this information, it is more likely that your products will be better positioned on Amazon and, therefore, you will be able to receive more visits.

Advertising Within Amazon: How Amazon Advertising Works

Amazon Advertising is a pay-per-click system, which allows advertisers to place their ads in different locations, and with different targeting, depending on their marketing strategy and their interests as a seller.

Amazon offers you two possibilities within Amazon Advertising:

Ads within Amazon, are the most direct and simple alternative to achieve conversion. Its objective is to take advantage of a high-quality flow of visitors, as it targets users with a high probability of purchase. This option, therefore, serves to reach users at the bottom of the sales funnel.

Ads all over the Internet thanks to Amazon DSP, an option that allows advertisers to place their products all over the Internet. It is used to target ads to users who trigger signals to buy that product.

Amazon Advertising's Marketing Formats

Regardless of your ad placement strategy, there are different marketing formats you can use on Amazon Advertising:

Sponsored Ads (Sponsored Products) are displayed directly in the search results and product detail pages. In this way, the user is automatically directed to the specific product, based on the keywords used in the search. Thanks to this option, you will be able to position your products much better, as they will have greater visibility on Amazon.
Sponsored Brands ads, aimed at generating both sales and brand awareness through different keywords, always depending on the search results.
Stores: With this option, which is available for suppliers, sellers and agencies, you can create a multi-page website for your brand on Amazon. These pages have their own branded URL, so they are a great option to drive traffic to them. The development is quite intuitive and simple, with a drag and drop system or through pre-designed templates so that any online shop can create their Amazon shop.
Display ads, to show banner ads with personalised creatives on Amazon's websites, as well as on third-party applications and web pages. The platform has different creative formats and targeting formats based on users' shopping behaviour.

Different platforms currently offer PPC Ads:

Google Ads is the platform par excellence within PPC advertising and one of the North American company's most profitable services. In essence, the advertiser bids to obtain a prominent position within the search results, depending on the keywords for which they want to position a company.
Facebook Ads, which allows you to insert ads on social networks (Facebook & Instagram)to promote a product or brand. Like other PPC advertising services, you only pay per click and there are different types of ads such as those aimed at getting fans or web traffic, segmented by gender, age, location and keywords.

Twitter Ads also provides an excellent alternative for positioning your brand. Twitter will charge you based on the campaign objective and ad group you choose, and only when each chargeable action occurs.
Linkedin Ads, where you can choose the professional audience you want to reach.

Email Marketing

Email marketing is a strategy based on sending mass emails for different purposes, including the following:

Attract new customers.
Develop greater affinity and loyalty with existing customers.
Interact with your company's database.
Increase sales.
Generate confidence in a service or product.
Confirm purchase orders.

In recent years, email marketing has established itself as one of the most important channels of communication with users, which also generates a certain amount of trust between both parties. It can be said that nowadays, it is impossible to have a business without having a proper email marketing strategy.

Its advantages are obvious: it is a zero-cost option for your company, personalised, direct and easy to carry out. However, some tools are paid and limit the number of emails that can be sent daily.

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