Amazon is the world’s biggest retailer and transformed the shopping industry. Anybody can start a business on Amazon, even from the comfort of their own home. However, selling on Amazon and being successful on the site are not one and the same.
Yes, Amazon’s marketplace can be very lucrative, but it is also crowded. Standing out amongst two million merchants is no easy task, even if you think your niche is small. Do you sell guides for online casino platforms? You may think there’s not a huge market for that, but on Amazon, you will have thousands of rival merchants to contend with.
But don’t worry, finding success on Amazon is possible if you follow the right steps. Like any other business venture, marketing is hugely important and the key to consumers finding your listings is visibility. Your sole purpose on Amazon should be to make it easy for buyers to find your listings and buy your products.
Here are marketing strategies to help you achieve that goal.
The core purpose of your Amazon promotion is relatively easy. You are going to be increasing awareness around your products and listings in and outside of Amazon. With your marketing campaign, you will use advertising techniques to direct traffic to your product pages or Amazon store.
You can also market within Amazon, but this is admittedly trickier. Either way, it is advised that merchants embrace both external and internal promotion to maximize their sales potential.
As the term suggests, external promotion of your Amazon products means using methods outside of the platform to attract consumers to your listings. You want to hook consumers who aren’t on Amazon into checking out your inventory and maybe making a purchase.
There are several techniques that can help you achieve this goal:
- SEO: In your product listing page, use keywords related to your product that consumers may be entering into Google Search.
- Social media: Platforms like Facebook, Twitter, and Instagram are excellent marketing tools. Create ads on these services and spread awareness of your Amazon listings. Include links to your products on social media posts.
- Backlink support: Reach out to third parties to place links to your Amazon listings on their websites. Blog posts are a good way to gain backlinks.
As mentioned, whatever you choose to sell on Amazon, you can be secure in the knowledge you won’t be the only merchant selling that same product. In fact, there will likely be thousands of other merchants selling what you sell, and some may be undercutting you on price.
This presents a large and obvious problem; how do you stay above the competition? You must find ways to make your listings more visible and internal promotion is one way to do it. Unfortunately, this situation is based more on random events than external promotion.
On Amazon, the Buy Box is the place in a product listing that is the first highlighted price option. In other words, the Buy Box provides prime visibility for products that win it. However, the only way to be placed on the Buy Box is if Amazon selects you. Getting chosen involves having a stellar reputation, products in stock, and other factors. Even then, you may still not be selected.
Another internal promotion method is to achieve a high ranking on Amazon’s in-house search results. Evidence has shown most consumers won’t move past the first page of products when searching, making a high ranking essential. While you can optimize your listings to appeal to Amazon search, thousands of other merchants will do the same.