Adam E. Wilkens
The Best Ways to Promote Your Amazon Listings
The more effort you put into your sales channel, the more it will give back to you. You will need to put real effort into driving traffic to your listings. In this article, we will explore seven ways to promote your Amazon Professional Sellers Account listings and generate more sales.
Run a competitor analysis
Before you get anywhere, it is vital to understand your competition. Based on your competitors' pages, you can learn a lot about what customers want and don't want, irrespective of the category. Reviewing complementary products help to bring your attention to the best practices and even promotional opportunities. It is vital that you read the Q&A and reviews on competitor pages. This information can lead you to improve your future product ideas. Also, move quickly. If a competitor is out of stock, this is your chance to strike. You can slightly reduce your prices and run ads to direct traffic onto your page. Use the feedback on their pages to help yourself develop innovative ideas and implement them before your competitors.
Fix the right pricing
It may seem challenging to price your products considering all the complexities of selling on Amazon and competing in an open marketplace. Amazon includes a pricing parity clause in your selling agreement. It means that your item price and total price have to be the same at any online sales channel as per the 'general pricing rule'. You can even opt for repricing tools that are available on the market. Amazon, too, has released the 'Automate Pricing' tool on Seller Central, which you can use to automate pricing decisions.
Also, be aware that the process for pricing is different for Vendors and Professional Sellers. You can use promotions to increase visibility and gain reviews. People see lightning deals, discounts, coupons, buy one get one offer, etc., as great opportunities. Hence, a temporary discount on your product might be beneficial.
Optimize your product listings
Online shoppers make snap decisions regarding their engagement with a detail page which is why you should make it simple for them. Your title should clearly describe the item and whether it is compatible with their needs. Mention brands, if any. Bullet points are your best friends. Put all the critical areas that the customers might be interested in as bullet points.
Additional information can be present as you scroll down. Ensure essential details such as warranty or customer service is visible. Keep it short and sweet. The main photo should clearly show the product, while the additional pictures can be delivered from different angles. One of the most helpful things you can add is an image of the 'back of the box, which shows the ingredients, instructions, etc. Encourage the customers on their need to buy this product now. It would be best to regularly check your pages for questions and new reviews since customers pay close attention to this.
Reviews can make or break your business. Reviews on Amazon impact your other channels since shoppers tend to depend on Amazon for reviews. Due to specific issues associated with this, Amazon's new review policy ensures that assessments are banned for discounted products for Professional Sellers. One of the simplest ways to get reviews is by sending follow-up emails. You can even use automated services to manage this process. The email can include a confirmation of whether they have received the order, followed by request for them to leave feedback on your page. Remember that 2 emails should be more than enough. Avoid repeat emailing as it may come off as spammy and aggressive and potentially annoy your customer. Email is a perfect way for customers to give you any negative feedback directly so you can resolve it before they put a negative review on your page.
Sponsored product ads
Amazon's robust ad platform allows you to market your product to customers on Amazon through its Amazon Sponsored Product Ads. This PPC (pay per click) model helps you to promote your products in search results. These placements can be above, below or alongside search results. They can also be on product detail pages.
Automatic targeting is your first step, as Amazon's powerful search algorithms will suggest a comprehensive list of potential keywords for you to use. You can use this data to understand how various keywords perform. Post receiving a few weeks' worth of data, you can evaluate your automatic targeting campaign to identify the ones that worked the best.
Those can be transitioned to a manual campaign, with a focus on the most relevant keywords. Now you can adjust bids by keyword. Continue this and test various bid amounts if required. Different bid amounts may result in multiple placements and varying results. The trick is to experiment till you find what works best for you.
The magic of promotions
Promotions and Lightning Deals on Amazon are great ways to generate higher sales. You need not constantly be on promotion or provide significant discounts. Still, just a few of these, in the beginning, can get you more reviews and even build relevancy for potential customers. Sellers can also choose to have their products included in the Early Review Program. A randomly selected customer who leaves behind reviews will be provided with a small reward to thank them. While there is no guarantee of a good review, it is still an excellent opportunity for sellers with new products.
Drive external traffic
It can be easy to forget. Of course, you need to direct traffic to your own site through external traffic blogs, Facebook Ads, Google AdWords, etc. And, it is these same tactics that will also promote your Amazon listings. Don’t forget such an important factor that has potentials to create wonders.
Since Amazon is a highly competitive space, spend some time optimizing and promoting your listings well. Before you know it, you will be in the ideal position to compete.