Amazon’s reign as king of e-commerce isn’t ending anytime soon.
There was more 15 billion hits worldwide on Amazon.com in 2023.
The continuous flood of visitors ready to buy makes Amazon lucrative for sellers who can stand out and generate sales from the platform.
This year, Amazon’s core belief behind its algorithm remains simple. They want customers to keep buying. They are just as interested in making sales, if not more, than the salespeople themselves.
Here are six marketing strategies to help you increase your Amazon sales in 2024.
1. Cover the basics
Tips and tricks are still no substitute for solid marketing fundamentals. In general, you should think about strategy, not just tactics.
How are you positioning your brand/product? Are your prices competitive? Is your product differentiated? Do the photos and copy represent it?
You can’t start optimizing your marketing until you’ve covered the basics.
2. Continually analyze your keywords and focus on relevance
Amazon’s algorithm may be focused on customers buying products, which is similar to saying that Google’s algorithm is focused on providing the best answers. While that may be true, many variables and nuances go into the rankings.
Elements on the page. Customer reviews and ratings. Prices. Inventory/Availability. Images and multimedia.
Targeting the right keywords has always been critical. However, this has increased with Amazon’s focus on using AI and machine learning for product recommendations, search relevance and customer behavior analysis.
If you haven’t done keyword research on your product detail pages recently, it’s time to do it. Shopping trends evolve and more up-to-date data is available. Regular keyword research is crucial. Make sure they are integrated in key areas such as the title, description and bullet points.
This doesn’t mean stuffing keywords into your copy. You still need to write for buyers in a way that leads to conversions. In 2024, this has become even easier with generative AI. Amazon even has its own AI tool to help with product listings.
Remember, buyers are the ones who read and make decisions to buy. Regardless of how the copy is created, it must help convince them that your product is the right choice.
3. Sign up for Amazon Advertising
Amazon’s advertising revenue was more than $49.9 billion by 2023. It’s hard to imagine that it was only $10 billion in 2018.
Ad campaigns remain essential to success on Amazon.
Sales on Amazon are rewarded, meaning you can use advertising to get those sales, unlike Google Ads. This means that by increasing your ad spend, you can stimulate sales velocity and improve your ranking.
Amazon continues to invest in its advertising offerings, which include expanded targeting options with:
Sponsored Screen Audiences. Targeting by sponsored display product. Sponsored Brand Video Targeting.
They also offer new ad formats, including:
Sponsored display video ads. Video-only creatives from sponsored brands. Amazon DSP Market Targeting.
Amazon has even introduced a new image generation tool with artificial intelligence to help you produce improved creative.
With new features and capabilities comes the ability to gain more granular insights into campaign performance, enabling better resource allocation of your advertising investment.
To differentiate your campaigns, you should explore and invest in emerging ad types such as interactive and augmented reality ads.
Stay informed about updates to the Amazon advertising platform to optimize your advertising cost of sales (ACoS) and leverage these insights for better ad performance.
Dig deeper: 5 reasons why Amazon Ads is better than Google Ads for eCommerce
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4. Use off-Amazon traffic strategies
Amazon’s brilliance has always been how they gain traffic from other websites. That’s why they are and have been one of Google Ads’ biggest customers.
Taking an omnichannel approach by utilizing social media, influencer marketing, and content marketing will increase brand awareness and drive users to your Amazon listings.
Implementing targeted campaigns, offering exclusive promotions and sharing engaging content related to your products helps diversify your traffic sources.
You can also take advantage of it Amazon Brand Referral Bonus program that incentivizes sellers to generate external traffic by offering them a percentage of sales as a bonus.
By strategically directing traffic from other sources, sellers can improve their product’s discoverability and competitiveness on Amazon, standing out in a crowded marketplace.
Dig deeper: 3 tips for using promotions and discounts in paid search
Everyone loves a discount and a good deal. You can play both psychological triggers by using a coupon for sponsored product ads.
Running a coupon with advertising on Amazon is a powerful tactic to improve product visibility, attract more clicks and significantly increase conversion rates.
Coupons serve as a direct incentive for potential buyers, offering them tangible savings on their purchase, which can effectively differentiate your product from competitors.
When these discounts are featured in sponsored product ads, they draw attention to search results, making your listing more attractive.
This strategy takes advantage of the psychological appeal of getting a deal, encouraging shoppers to make a purchase decision more quickly.
Also, advertising your product ensures that it appears in front of a target audience that is actively searching for items in your category, increasing the likelihood of clicks and conversions.
Using coupons and advertising increases immediate sales and improves your product’s Amazon ranking by increasing sales velocity. Implementing this approach involves an analysis of prices and profit margins to ensure sustainable discounts and advertising costs.
Despite this, the potential visibility, sales and customer acquisition benefits make running advertising coupons a worthwhile investment for Amazon sellers looking to expand.
6. Invest in high-quality product videos
Videos have become an indispensable element of effective Amazon listings, providing a dynamic way to showcase your products and differentiate your brand.
In 2024, leveraging high-quality informational videos that address customer concerns, demonstrate product usage, and highlight unique features are key.
Consider incorporating user-generated content, testimonials, and behind-the-scenes footage to build trust and authenticity. Amazon’s platform now offers enhanced video capabilities, making it easier to integrate this content into your product listings.
Optimization for better visibility and sales on Amazon
Amazon remains the de facto product search engine. Its improvements in technology and advertising for brands continue to pave the way for online marketers while setting expectations for consumers.
Even if it seems like it, it’s not you against Amazon. It’s you versus the other products someone would buy instead of yours on Amazon. Remember, Amazon wants happy customers and more sales, just like you.
By focusing on these tactics, you can improve your visibility, conversion rates, and ultimately your sales on Amazon.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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