The Amazon marketplace is as profitable as it is competitive. For sellers to drive traffic to their Amazon product listings and have 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 achieving the most significant number of shoppers and earning the clicks and conversions needed to be one of those standout sellers.
To help retailers achieve the visibility that they so desperately need to be able to compete on Amazon, today, we will go through the top marketing strategies that any Seller, Vendor or Agency on Amazon should know and use while promoting their products. If your business is ready to boost up its Amazon awareness, check out these tips for building a profitable presence in the world’s largest online marketplace.
One of the most vital elements for optimizing Amazon product listings is the title, as this feature tells consumers about the item and generates the initial click.
Amazon wants Sellers to have titles that are 150-250 characters in length, meaning that there is wide 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:
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 on the product so as to incentive a click.
However, retailers must not overfill their titles with every possible keyword as this will have a variety of downside effects. For example, 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 right away.
Additionally, retailers can simply use Amazon’s search bar to analyze the results that populate as recommended searches.
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 (together with the title, reviews, etc.) is what will help the shopper decide if they wish to convert into a client. Amazon allows merchants to use up to seven images. Moreover, while Amazon demands that the main product image is on a plain, white background, there are other types of Amazon product images that professional sellers must feature, such as:
However, these are just suggestions for the types of pictures sellers should employ. The best approach is to A/B test product images to definitively establish which work best to trigger conversions. To do this, you just need to record sessions, sales, conversion rate and revenue over a given period of time. Then, adjust the images and measure the same data points.
Last, merchants should make sure that their product images are at least 1,000 pixels by 1,000 pixels as Amazon allows shoppers to zoom in on images to get a detailed and close look at the product. Providing images of this size will give the best experience for customers. However, standard product images aren’t the only visually-focused Amazon marketing strategy that generates sales.
Boosting sales with Amazon Enhanced Brand Content (now known as A+ Content) is one of those no-brainer Amazon marketing strategies. Amazon’s A+ Content is a free and easy way to upgrade product descriptions to become far more attractive and engaging. While this feature was only accessible through the Vendor program for a time, Amazon now offers it to sellers through Seller Central. With Amazon A+ Content, merchants can access pre-built templates that allow additional images, enhanced product descriptions, bullets, tables, brand stories and other alluring elements to be included.
While this feature stands to elevate product pages and set retailers apart from the competition, Amazon recently made the offering even more valuable through the “Manage your experiments” feature, which is still in beta. With this new tool, sellers can do A/B tests with their A+ Content to tell the effectiveness of different layouts, images and information.
One of the most underused 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 they can find out precisely how shoppers use 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.
However, when it comes to using this feature, there are some guidelines by which merchants will want to abide.
Firstly, sellers will want to establish some basic 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, it is recommended to check in daily. 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 to increase product conversions now and in the future.
Even with leveraging Amazon SEO best practices to the fullest, there is no guarantee that products will rank higher than the competition’s in the SERPs. This is largely because Amazon takes into account a variety of factors, such as sales velocity, price and other elements. Therefore, using Amazon Display ads to beat the competition is a wise attempt. 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 become the 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.
It is crucial for sellers to design 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.
Everything from product pages titles to packaging, advertising and more must all be considered and optimized for peak performance. Using these strategies, sellers can significantly enhance their visibility, traffic and sales velocity on Amazon.
However, our software Epinium can help both Sellers and Agencies 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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