Peter Phillips, Sales Director, Ecommerce @ Kenshoo
An Amazon marketing strategy is key for any brand selling a product at this point. The company is the tip of the spear for the rapidly evolving retail landscape and getting great at Amazon is going to help retailers to sharpen their ecommerce practice for the next era of online shopping. In this post, learn some of the most important things to consider when selling on Amazon.
Back in the early days of online shopping, Amazon was a simple website where bookworms could go to order a few used hardcovers at a discount. These days, it’s a global behemoth, selling over 12 million products, not even counting books and wine, with 300 million+ active customer accounts.
No matter what your business sells, whether its makeup or medical supplies, having an Amazon presence is absolutely critical. How critical? A recent study by Sapient found that 54% of consumers now begin their product searches on Amazon.
But getting your products listed on Amazon is only the beginning. As Amazon becomes increasingly cluttered with sellers all clamoring for attention, working out a successful Amazon marketing strategy is the only way to get your product seen in those all-important Amazon searches.
Here are a few important areas to consider for developing your Amazon marketing plan:
A recent study by ComScore found that American shoppers spent 22.6 billion minutes on Amazon in December 2017, more than the total of the other top 10 retailers combined. So no matter what you’re selling, there is probably someone searching Amazon for it right now. But even if your product is perfect for a shopper, they’re not going to click Add to Cart if the product description doesn’t give them all the facts. Optimizing each element of your Amazon product detail page should be a critical part of your Amazon marketing strategy.
First, make sure your product title makes the most of all 200 characters and the title includes as many keywords as possible, ordered in a natural, conversational way. Use product titles to further incorporate keywords and use clear, error-free sentences. Another vital part of your Amazon product marketing is your product images. Pictures of your product should, first and foremost, follow Amazon’s guidelines and be high-quality images of at least 1,000 pixels or larger. It’s also important to keep your image focused on the product being sold. And be sure the image listed on Amazon is an accurate representation of what the product looks like in real life.
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Of course, any successful Amazon marketing plan includes a strategy for getting your product to the top of search rankings. And optimizing each element of your product detail pages with keyword-heavy, well-written copy and clear images is an excellent first step. But here are a few other tricks to make sure A9 (Amazon’s search engine) is finding your products.
If you want your Amazon marketing strategy to pay off, it sometimes helps to look at what is working for others. Search your product using as many different combinations of keywords as possible and see who consistently comes up at the top. If it’s not your business, look at what your competitor is doing. Some difference has to be getting them up there. It also helps to put your most-searched-for terms first in titles and product descriptions. Are searchers more likely to look for “nylon, lightweight, 2 person tent” or “lightweight, 2 person, nylon tent”? Knowing should be a key part of your Amazon marketing plan.
Getting as many positive user reviews as possible is critical for successful Amazon product marketing, both in terms of getting people to click on your product page and for your SEO ranking. But getting reviews ethically is very important to Amazon, so there are a few ways to make sure that you are asking for feedback in a way that doesn’t violate any rules.
As per Amazon’s guidelines, sellers are allowed to send follow-up emails to purchasing customers as long as they are related to the order. This means that sellers can’t send promotional emails, add links to other websites, or demand reviews using discounts or other incentives. What sellers can do is politely ask customers to review products. Package inserts thanking customers for their purchase and inviting them to leave a review are also a great way to tactfully ask for positive feedback.
In addition to all these organic best practices for optimizing your Amazon product marketing, it is incredibly beneficial to advertise with the platform. Amazon offers a myriad of marketing tools through Amazon Marketing Services. These options include product display ads, which show up at the bottom or on the side of search engine results pages (SERP) and headline ads at the top of SERPs.
If you are diligently researching competitors’ pages, finding relevant keywords, and have product pages that look great, the last tool you need for a stellar Amazon marketing strategy might just be a few well-placed ads for your top-selling products.
As the Amazon marketplace gets more crowded every day, marketers who find the right strategies for making it to the top of search are most likely the only pages that will win clicks.
Want to learn more about how Kenshoo Ecommerce can help you be more productive, drive performance, and gain valuable insights to optimize your Amazon marketing campaigns? Contact us today or set up a quick and easy demo.
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