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Creating a Profitable Amazon Marketing Strategy in 2021

Amazon is everywhere. There’s no getting around it: From small sellers to large enterprises, getting your products noticed — and purchased — means you need to be creating a profitable Amazon marketing strategy that lets you make the best use of this online ecommerce behemoth.

Today’s consumers use Amazon as their first point of contact for finding almost any type of product information. In fact, 63% of online shoppers go to Amazon to start searching for products. But with so many products available from multiple sellers with varying shipping options and discounts, it’s easy for your brand to get passed over by potential buyers.

Bottom line? Amazon is the ecommerce heavyweight. Love it or hate it, you need a market strategy that helps your brand stand out among the thousands of others all vying for consumer attention. That’s why we’ve built this guide — to help you build a profitable marketing strategy and succeed in the sales jungle that is Amazon.

 

 

 

 

1. Create an Amazon Advertising strategy.

Generally speaking, an Amazon Advertising strategy consists of four components: Amazon reviews, SEO, affiliate marketing and social media marketing.

What is Amazon Advertising?

Amazon Advertising (previously Amazon Marketing Services) is a pay-per-click service similar to Google Ads: Brands only pay when potential buyers click on targeted ads. Designing the idea ad is critical to getting your brand noticed and generating sustained revenue.

There are three common types of Amazon Advertising ads: Product Display, Sponsored Product and Headline Search.

Product Display ads show up on the side or bottom of Amazon SERPs and along the side of related product pages. When clicked, Product Display ads lead to a product page.

 

 

2. Develop an Amazon reviews strategy.

Customer reviews and ratings are important. They’re even more important in the world of ecommerce, where shoppers can’t physically see or touch a product before buying. In fact, recent data found that customers prefer not to engage with brands that have less than 3.3-star ratings.

Amazon recognizes the power of customer reviews, and — true to their buyer-first mindset — makes reviews a major part of each product page. Shoppers can view customer images, filter reviews by suggested keywords, search for content within reviews, sort reviews by stars, and review customer questions and answers. By creating a profitable Amazon marketing strategy that is tailored to your customers satisfaction, your business will also be generating new leads.

 

 

3. Deploy an Amazon SEO strategy.

Let’s be clear: Amazon dominates the ecommerce market in North America. But it’s not just an ecommerce site — it’s 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 operates on its own algorithm and comes with its own unpredictable updates, similar to Google. A9 is also similar to Google in another key way: Searchers (in this case, buyers) are its top priority.

This is great if you’re a shopper, but more challenging if you’re a seller.

Thankfully, there’s a simple rule for Amazon SEO strategy: Think like a buyer. This means optimizing your content for three things: Discoverability, relevance, and sales. In other words, you want shoppers to see, click, and buy your products.

Create listings that reflect commonly-used keywords for your product category and make sure your product pages provide up-to-date, relevant information that offers direct value to buyers.

 

 

4. Integrate an Amazon affiliate marketing strategy.

Product round-ups published 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 effectively an exchange: In return for your product being published/mentioned/shared, you pay a small fee to the affiliate site if readers click and purchase. It’s a win-win scenario that helps you drive sales and collect positive reviews. It’s also a critical way to build brand awareness, especially if the affiliate site generates a substantial amount of web traffic.

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