Amazon Marketing Guide

What is amazon marketing

Amazon marketing – Definition

Amazon is a massive online retailer that has a market capitalization as of July 2021 $1.856 Trillion.. As well as being an online retailer, Amazon allows for individuals and businesses to sell and display products for sale online. It is the largest internet retailer in the world by revenue, with 2020 revenue upto $26.9 Billion, More Than Last 3 Years Total. From April 2020 to March 31, 2021.

Amazon marketing is the process of advertising your products and services on Amazon’s eCommerce. Amazon Marketing Services (AMS), Amazon Advertising Platform (AAP), and Amazon Media Group (AMG) are the Amazon products that one can use to run paid campaigns within the platform. Advertising options include sponsored products, headline search ads, and product display ads.

Why Amazon marketing?

With the help of Amazon marketing sellers, retailers, businesses, vendors can help increase the visibility of their products. As it can help them feature their products on the first page of Amazon search and different places within the platform, they will get showcased to potential customers who might have missed your products otherwise. This will lead to an increase in sales and eventually help in reaching your business goals.

Amazon marketing strategy

Amazon marketing strategy acts as a blueprint so that one can achieve a competitive advantage.

There is a set of actions that help to promote and sell products on amazon which includes:

1. Amazon SEO – happens on the platform (on-amazon)
2. Amazon Advertising – usually paid and may take on amazon and other sites
3. External Marketing – can be paid or non-paid and happens off-amazon.

1. Amazon SEO

It is the process through which one can rank high in Amazon searches for related keywords through optimization of Amazon product listing.  

It gets easier for amazon to find your listing when one optimizes their product. It makes it easily visible to shoppers who are looking for something similar to your product. In order to get success in Amazon SEO, one must know how its algorithm works. While advertising is one of the key aspects of dominating Amazon, staying updated with the Amazon A9 algorithm is the other part of it. Though some people started calling it the A10 algorithm, it is very similar to the A9 algorithm.

2. Amazon Advertising

A process through which one can market their products on Amazon. They can be categorised into three types:

• Paid Advertising: One can display ads on Amazon’s product pages and search results. Advertisements get linked to your product listings and the ad charges are often click-based (PPC: pay per click). And are often called Amazon PPC ads. They can hire Amazon PPC management services for this purpose.

• Discount Deals: One can use several discount deals as their strategy for Amazon marketing whether they are a vendor or seller. Some cost money and some are cost-free. Both of these have two types as following:

1. 1. 1. Free- Sale Price and Promotions
      2. Charged- Amazon Lightning Deals and Coupons

• Amazon Brand Stores: It is a free self-service tool, which allows sellers and vendors with the functionality to design their own branded storefronts on Amazon. Old and new customers are able to experience the brand and navigate product selection. In terms of structure and content as they are highly flexible. And one must be enrolled in Amazon Brand Registry to be able to use Amazon Brand.

3. External Marketing (Off Amazon)

Its aim is to guide users who are not on the Amazon website indirectly or directly to one’s product page on Amazon. It involves a link on an external page that leads to the product on Amazon. Then the external site directs the user to Amazon, where they can buy the product. There are many ways one can implement this strategy:

• “Pay-per-click” advertising
• Newsletter / E-Mails
• Content Targeting
• Deal Sites / Coupons
• Social Media

Amazon marketing – Advantages

1. More sales – Millions of active customers visit Amazon and by listing the products on Amazon, one gains credibility and trust. This is because people have trust in Amazon more than any other online shopping site.
2. International Expansion – One can expand exponentially through Amazon as they are the most trusted globally selling and buying platform.
3. Low marketing costs – According to one’s niche and how crowded the market is, one can start selling from day one without any significant marketing efforts.
4. No stock – Amazon can store one’s inventory which allows one to ship products in bulk due to their more than 175 fulfilment centres around the globe.

In order to successfully utilize the full potential of Amazon marketing. Hiring an Amazon marketing agency is the proper way to move ahead as they are up to date with the latest marketing trends. They can implement the correct strategies and ensure your product gets displayed in the correct category.