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Amazon Marketing Strategy: Step-by-Step Plan for Scalable Growth

Amazon marketplace is an ever changing landscape. Having a good product is not enough anymore. Times when listing the products on amazon used to be enough to get sales are gone. Amazon has become really competitive. With 2.41 average monthly visitors and revenue of USD 638 billion, Amazon is one of the top ecommerce platforms in the world. To succeed, you are going to need a good Amazon marketing strategy.

 

Amazon Marketing Strategy

 

1. Setting Realistic and SMART Goals

The first step you need to take is to set realistic and smart goals. You can only work on strategies effectively if you know what your goals are. Whether you want to increase sales maybe by 10% in the next 6 months or it could be to increase visibility or awareness of your brand or maybe you want to get rid of stock that won’t sell. Set a clear and measurable goal.

A SMART goal is something that is specific, measurable, actionable, relevant to the goal and time bound.

Another step is to set a budget, how much you are going to invest and in what streams. Will it be Amazon ads? What kind of ads? An amazon sponsored product ad, a display ad or a brand ad? Maybe you want to bring external traffic from social media or Google. Any tools you are going to require? If yes, then be clear about your total budget and where you are going to allocate it.  

2. Competitor Analysis

Before jumping into optimisation and running ads. Do a little competitor research. Have at least 10 competitors and evaluate the price range, reviews (positive and negative), images and what keywords they’ve used and where they are placed. See what you can do better – maybe you can provide your audience with a better price point or better quality product, or maybe you can optimise your product better than them.

3. Amazon SEO

Amazon search engine optimisation is an essential part of Amazon’s marketing strategy. If you want a sustainable strategy, then SEO is a must. It involves –

 

  • – using A+ content
  • – doing keyword research
  • – optimising the titles
  • – informative product descriptions and using bullet points for important details
  • – Add keywords to your product’s catalog data
  • – good quality images
  • – Competitive pricing

Use Amazon’s keyword research tool and a+ content to help with the keyword testing and planning and a+ can help with rich texts and images.

For optimising amazon product listing, only keyword stuffing in the title is not going to work. You will need detailed descriptions, using bullet points for main features, and writing keyword optimised, concise and compelling titles. The images should be of good quality as the customers’ only way of gauging the product is through images. Make sure they are clear, focused and have shots of different angles and do use the alt text.

Optimised products and competitive prices means your product will sell and appear higher on seo pages. Make sure keywords are not stuffed but strategically placed with the product description.

4. Build Trust with Customer Reviews

Once you have optimised the product and launched the strategy, you can slowly start to work on your reviews. One of the best ways to build trust and increase sales is through customer reviews. Collect them as much as you can. It is the first thing customers look for in a product to make sure it is worth buying. Having positive reviews gives them the confirmation they need. Asking for reviews manually can be time consuming, you can –

 

  • – use Amazon’s “request a review” button or 
  • – register with Amazon’s Vine program to get reviews from Amazon reviewers.

 

Once the seo part is done, to get on the top pages, you will need to start advertising. Here are some advertising strategies to add to your amazon marketing.

 

5. Use Amazon Sponsored Ads

You cannot only depend on seo, Amazon ads have to be in your amazon marketing strategy. It is not optional anymore but has become a necessity. Choosing the right one that aligns with your goal should be the key here. 

 

There are 3 types of amazon ads that can help you achieve your goals. 

 

  • – Sponsored product ads – with the highest conversion rates, these CPC ads are used for advertising products.
  • – Sponsored brand ads – with these ads you can promote your brand, it is great for creating awareness about your brand and its values among customers.
  • – Display ads – these ads are great for retargeting customers.

 

These CPC ads serve different purposes. See which kind of ads aligns with your goals. 

6. Explore Amazon advertising options

Using ads is not the only advertising strategy on amazon. There are so many options you can explore through which you can increase sales or add these options according to your strategy. Some of them are –

 

  • – Amazon affiliate marketing – you can collaborate with influencers and get your product links on their pages or channels. 
  • – Seasonal and lightning deals – these limited time amazon deals are one of the most popular ways to boost sales.
  • – Amazon Live and Creator Hub – it is gaining popularity because live shops for sellers help with product demos, Q&A with customers, and many other features. And for influencers, they can create reviews, unboxings, and tutorials and earn commission.
  • – Amazon storefront – creating amazon storefront helps build brand identity and increase visibility.

 

7. Use Data and AI to Make Decisions 

Use data insights from the amazon analytics tool to take actionable steps. Steps that are going to help you achieve the goals. These insights help you know more about your customers’ behaviour.

Amazon has multiple analytics and AI tools. Analysing data is one of the main components for strategic growth. Brand analytics is the basic tool for amazon sellers who have just started on the platform. With this tool, you can understand customer behavior, analyse sales metrics, optimise your product listing as well as ads and expand your keywords. It’s free for sellers who are registered with the Amazon Brand Registry.

 

Some key things you can track and perform –

 

  • – Demographics
  • – Search Query Performance
  • – Market Basket Analysis
  • – Customer Loyalty Analytics

 

Some other tools you can use –

 

  • – Google analytics
  • – SmartScout
  • – Helium 10
  • – Sellersprite
  • – Jungle Scout
  • – Amazon Athena

 

8. Work with External Traffic

Only optimising on amazon constricts your sources. Try bringing in as much traffic as you can from external sources. You can expand them through social media marketing and search engine marketing.

For social media, Facebook and Instagram are two of the most popular platforms where most of the audience resides. You can –

 

  • – Run paid ads
  • – Collaborate with big or small influencers
  • – Create UGC content
  • – Affiliate marketing
  • – Post content related to your products

 

In search engine marketing also, you can run ads on Google and Bing. Types of ads you can run –

 

  • – Text ads
  • – Shopping ads
  • – Display ads
  • – Remarketing ads
  • – Run ads on YouTube

 

9. Scale Up with Advanced Strategies

Slowly you can expand your keywords, catalog, focus on one ASIN that sells, increase budgets on winning SKUs, use smart pricing strategies, and automate as much as you can.

Conclusion

Keep experimenting and tracking to see what is working for your customers and what is not. Even though Amazon has become a little competitive, using the right strategies can scale up your business and boost your sales.