Amazon has captured more than 37% of the global e-commerce market, raking in an eye-watering $1.29 billion per day. You’d think that with this level of popularity, all two million Amazon sellers would have plenty of customers flooding their stores.
But that’s not the case.
Sellers need to market their Amazon business just as they would any other business, and knowing the top 2023 Amazon marketing strategies is an excellent place to start.
Let’s jump right in – here are five Amazon marketing strategies you should focus on.
Amazon Search Engine Optimization (SEO) refers to optimizing Amazon product listings to improve their visibility and ranking in Amazon searches.
SEO isn’t just for getting found on Google. Amazon is also a search engine of sorts, helping customers use the power of search to find products they want to buy. By using SEO best practices on Amazon, you’re helping customers actively looking for what you sell find those products quickly and efficiently.
With more than two million sellers on Amazon, there are lots of other merchants selling the same or similar products as you. Amazon data shows that 70% of buyers never click past the first page of product listings, which means you want your products to be shown in results as early as possible.
SEO is the secret ingredient to higher rankings.
By optimizing your listings for Amazon search engines, you can:
With Amazon SEO, you can become less dependent on paid advertising and ultimately become more profitable.
Keywords are the foundation of Amazon SEO. You’ll need to include relevant keywords in your product name and description.
To decide what keywords you should use, think like a customer. What terms are buyers most likely to use when searching for your product? Here are some ways to find out:
Other elements of Amazon SEO include:
Amazon SEO is a vast topic that simply can’t be covered in a single blog post. But don’t let that overwhelm you. Focusing on a single piece, such as keyword research for optimizing your listings, can help you make substantial progress.
Amazon PPC (Pay-Per-Click) advertising helps you bypass organic rankings for a small fee. Rather than letting Amazon rank your products, you can jump to the top of search results with paid ads. The best part is that you only pay for the ad when a customer clicks it.
Amazon SEO is highly competitive, especially when you have similar products fighting for space in front of the same customers. There’s limited space on Page 1 of the search results, which is why Amazon PPC is so powerful in improving your visibility.
Key benefits of PPC ads include:
There’s also no long-term commitment to PPC. You can try it, tweak it, and turn it on and off as you wish.
Any Amazon seller can create an Amazon Advertising account to use Amazon PPC. Set a budget, choose a campaign type, target your audience, and develop your ad creative.
This is a very simplified explanation of how to use Amazon PPC. These campaigns are easy to set up but can also be time-consuming to oversee and manage long-term. Keep a close eye on your performance metrics and adjust your strategy as you gain more insights into what works.
Discovering products on Amazon doesn’t always start with Amazon. Rather, many customers learn about products from third-party sources and then venture to Amazon to purchase them. That’s the power of Amazon Affiliate Marketing, also called the Amazon Associates program.
This program allows individuals, bloggers, website owners, and content creators to earn commissions by promoting and linking to products sold on Amazon. Essentially, they’re doing the marketing for you and driving traffic directly to your product listings.
Amazon affiliates don’t just promote Amazon — they promote specific products on Amazon. This helps you get in front of people who may or may not be searching for what you offer.
The people who follow influencers, bloggers, or websites already know and trust those sources. So, any recommendations from them give you an automatic credibility boost.
Plus, customers can click the link and go directly to your product listing. This means skipping the competition of the results pages, so all they see is your product.
One option to use Amazon affiliate marketing is to build one-to-one relationships with influencers, blogs, or websites. You can ask them to represent your products in exchange for a commission on every sale they send you.
You can also offer attractive commission rates for affiliates signed up for Amazon’s affiliate program. This may encourage them to promote you over another seller. Even better, you only pay commissions when you earn a sale.
Amazon Demand-Side Platform (DSP) is an advertising option offered by Amazon that allows sellers to programmatically buy display and video ad placements. These ads appear on Amazon-owned properties and other websites and apps.
In the current cutbacks on third-party data sharing, it’s getting harder for Amazon sellers to properly target their off-Amazon advertising. Amazon DSP alleviates this setback because it leverages data it owns. This helps sellers improve their advertising targeting without breaking any privacy rules.
Plus, you’re reaching audiences on and off Amazon, helping you to grow your reach.
There are two ways you can leverage Amazon DSP.
The first is to work directly with Amazon, which requires a minimum investment of $50,000. This isn’t chump change for many sellers, but it does mean getting a fully managed service, and that can mean significant time and money savings.
The other option is to use a third-party provider. This can give you more control over your spending and budget, as well as access to DSP expertise.
Customers come to Amazon from a myriad of touchpoints, such as social media, affiliate links in blogs, and YouTube videos, to name a few. Customers use a wide range of content and sources to learn about products, and you can capitalize on these varied interests to increase your sales.
That’s omnichannel marketing — where you use multiple channels and content types to promote your Amazon business.
Omnichannel marketing works well for Amazon businesses because it aligns with how customers naturally like to discover and buy products. By focusing on omnichannel marketing, sellers can:
Omnichannel marketing means taking every available opportunity to connect with your customers and grow your visibility.
Promote your products outside of Amazon using channels you own or have access to. Examples include:
This is just the tip of the iceberg. There are lots of ways you can connect with professional content creators (or become one yourself) to promote your Amazon products across the digital airwaves.
Excited to try some of these 2023 Amazon marketing strategies to supercharge your sales? These are straightforward strategies to understand–and they work–but implementing them may require some hefty time and expertise.
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