Amazon Marketing in 2021: The Complete Guide to Planning Your Amazon Marketing Strategy
It’s fascinating how Amazon drives massive traffic to your product listings, and not just any traffic, but real customers ready to purchase. And all you need to do is just convert that traffic into buyers.
It’s simple right? But simple things are often more complex than we think.
You are not the only one who wants to sell on Amazon. The competition is quite high and many shops and listings stay out of the spotlight.
If you want to beat your competitors, you should understand how the Amazon platform works and what you can do to rank higher on Amazon search results.
Table of Contents
How Amazon Search Works
Please note that search results pages for different queries may vary. The products are displayed as:
- List View – features about 15 – 16 products on every page.
- Gallery View – features about 24 – 25 products.
For example, if you search for “3d pen”, Amazon search results look like this:
Amazon Organic Search Results
Amazon Organic search result shows products relevant to a user’s query. It shows all the relevant information that the buyer needs before deciding to click on a specific product and allows to compare a couple of products at first glance.
Over the years, Amazon evolved and now provides exceptional and relevant search results to buyers. It showcases:
- Seller information
- Product short description
- The product’s rating
- Product reviews
- Sales and coupons information
- Amazon prime
- Shipping information
- When the product will arrive
- In stock availability
- Buying choices
For organic results businesses and shops owners need to conduct Amazon SEO.
Amazon Sponsored Products
Amazon Editorial Recommendations
Amazon Brands Related to Your Search
Holiday Gift Guide
Amazon Search Filters
What is Amazon’s Ranking Algorithm And How it Works
For making your products visible to Amazon buyers and survive fierce competition you need to have a deep understanding of the Amazon’s A9 algorithm. This algorithm chooses which products or shops to display. Of course there is no magic recipe how to make the algorithm to rank you better and, as with all search algorithms, what you can do is try to pick up hints and follow the best practices. So the ranking factors are:
- Keyword or search word relevancy – Amazon keywords are an inseparable and crucial part of SEO that allow the search engine to understand your product and show it on the top of the search results page.
- Conversion rate – includes reviews, prices and images quality.
- Customer satisfaction – if buyers are happy they will come back.
I know it’s not much and doesn’t explain anything. Let’s dive deeper and understand what exactly you can do to improve your positions and rank higher. Keep reading, as the most important parts are yet to come.
Amazon SEO: How to Improve a Product Ranking on Amazon
If you fail Amazon SEO opyimization, you will not just lose traffic, but also will not be able to grow your shop and increase the sales. But don’t panic, there is a way to improve your SEO and rankings. Just remember that Amazon cares and trusts buyers more than you. Keep this in mind when optimizing your shop and make it buyer friendly and customer centric.
Let’s have a look on the fields that you must optimize:
So, how do you perform Amazon keyword research? There are some tools and tips that you can use:
- Amazon autocomplete
- Competitor’s listings keyword analysis
- Buyers reviews
- Free or paid tools
Takeaway: Try to not use generic keywords. They may have high search volume, but competition will be fierce and chances are very narrow that you will rank for these keywords. Anyway, buyers type more specific queries, so try to add low search volume but specific ones.
Backend keywords main rules are:
- Don’t repeat your keywords
- Use only plural or singular
- Don’t include different variations of the same keyword
- Avoid punctuation marks
Takeaway: Remember that Amazon may reject your whole entry if the allowed character limit is exceeded.
Amazon Product Title
When writing a listing title, put all relevant keywords, but avoid overstuffing it as your title will not read naturally, can look spammy and harm your rankings.
Keyword Stuffed Title
Your customers are ordinary people, not Amazon algorithm, so make sure that your title is readable and understandable for humans’ first.
When optimizing your Amazon product title, you should include:
- Your product name
- A clear and very short description of your product’s purpose
- A specific material or ingredient
- The color
- The size
Takeaway: The most important parts of your title are the first 5 words. Try to catch the buyer’s attention with the first words.
Amazon Product Price
This will allow to understand the market better and be aware if similar products have much lower price than yours to avoid below mentioned possible scenarios:
- Decreased sales
- Low CTR
- Low Amazon search rank
Takeaway: Offering the cheapest product doesn’t mean you will be successful on Amazon.
- On the Search results page: The first thing buyers see is your product image. Based on first impression, they decide whether to click on your listing or skip it.
- On the Product page: Buyers make their decision to purchase a product based on images, as an appealing and high quality visual carries all the information they need.
Takeaway: There are technical requirements and optimization tips for Amazon product images, but the important thing is that your images should be min 1000×1000 pixels.
Before writing bullet points, perform competitors’ analysis and keyword research. This will give you a general idea on what your target audience looks for and allows you to add valuable and high search volume keywords to your copy. The best practices to follow are:
- Approximately 200 characters for one bullet point
- Add keywords
- Be short and specific
- One benefit/feature for each bullet point
- As only the first three points are visible on Mobile, display the important ones first
Takeaway: As you can use only 1000 characters, be sure to be specific and include your product’s most valuable and unique features.
- Read Amazon Style Guides
- Don’t repeat bullet points.
- Provide additional and complete information about your product.
- Break the text into short paragraphs.
- Use html code to format your text and make it more readable
Takeaway: Don’t include company information in your product description.
Reviews And Ratings
For getting more reviews and higher ratings:
- Provide exceptional customer service
- Comment on negative reviews
- Be respectful
- Try to answer to all feedback and questions
Takeaway: Add a small card in the parcel you send to your customers and kindly ask them to write a review.
Driving traffic from external sources may affect your Amazon rankings and raise your trustworthiness. The main traffic sources are:
- Social media
- Email marketing
- Influencer marketing
- Business website
Amazon PPC: How to Dominate Your Niche On Amazon
Amazon’s PPC key metrics are:
- Search Term – search query that a buyer types into Amazon.
- Keywords – the words sellers bid on
- ACoS – advertising cost of sale
- Impressions – how many times buyers have viewed your ad
- Clicks – times buyers have clicked on your ad
- Conversion rate – percentage of sales compared to the number of clicks
- Cost per click – the average cost a seller is charged per click
- Negative targeting – excluding unwanted search terms
- Keyword match types – the match between the keyword and buyers search term.
For creating and running Amazon PPC Ads, sellers must:
- Have an active Amazon seller account
- Have a professional selling plan
- Be enrolled in Amazon brand registry
- Meet Amazon Buy Box criteria.
Amazon PPC Types
- Banner ads – appear at the very top of Amazon search results and allow to promote both the product and the brand as well.
- Sponsored product ads – are the most common type and appear on the search result page or product details page.
- Display ads – for targeting use ASIN, product categories, competitor’s product pages, related categories and interests.
Amazon PPC Campaign Optimization
- Keyword research
- Structured campaign
- Rank optimization
- Bids analysis and adjustment
- Grouping similar products
- Listings optimization
- Excluding unwanted search queries