Getting the Most Out of Amazon Marketing Services

Amazon has become the perfect selling space because they know so much about their customers and allow you to tailor the selling experience. But if you don’t follow certain rules, your engagement via the company could leave you less than satisfied with your sales. So, what are the best tips for selling on Amazon?

Many companies have now thrown in the hat and decided that, despite taking a small hit on profits, the sheer size of Amazon makes them the best option for them as a selling platform. Amazon is now the biggest ecommerce site in the world and sells, on average, 197 million products every month – that’s equal to the entire population of Russia!

Amazon started off as a seller of electronics and high-tech goods but in the 25 years that it has been running, Amazon has quickly expanded into almost every field of product, and today sells more than 12 million different products. With nine out ten people checking on Amazon before they buy, can you afford not to be a part of the Amazon experience?

However, just putting your products on Amazon isn’t sufficient, and if you don’t take advantage of their marketing services, you are going to be losing sales without ever even knowing it. So how can you use Amazon marketing services to boost your sales?

1. Become a Sponsored Brand. What used to be known as Headline Search Ads, these are the items that appear above your page of items that you are looking at, and change to be aligned with your search. Say if you are browsing ‘tablet computers’ Amazon will post a number of these sponsored brands at the top of the page, each depicting some alternative version of ‘tablet computer’. The content will change if you are searching for ‘clothes pegs’, or ‘handbags’ and so on. The Sponsored Brands area is available for professional sellers who are enrolled in Amazon Brand Registry, vendors, book vendors and agencies.
2. Focus on the Flywheel. The flywheel effect is a condition where your paid ads drive traffic to your product pages, thereby boosting the product’s position in the sites organic search results. A combination of traffic and a favourable position in the organic results increases the likelihood that the product will earn the "Amazon’s Choice" designation, and that gets you more attention from shoppers. It becomes a self-perpetuating situation.
3. Make use of both manual and auto campaigns. You may have a range of products and finds that some work well with the ‘set and forget’ automatic campaigns, but some – usually more specialised or expensive products – might benefit from more focused attention. But auto campaigns can also highlight the most effective keywords so that you can select them for manual use in manual campaigns too.
4. Make use of negatives. Not only can you highlight your products with positive keywords, but you can also narrow a search by putting in negative words – ones that you don’t want the search system to use so that people looking for your product specifically can do so with greater ease.
5. Optimise your bids with PPC. Defaults can hurt you with pay per click as you bid won’t be successful on every word. Bets then to set your keyword level default bid at what you can afford to pay per click, and you should keep a close eye on your conversion rates and continuously adjust your bids accordingly. That way, you’ll get far more hits.

Selling on Amazon is far more than just having product and trying to sell it. If you leave it to set and forget mode and concentrate on the sales that you get in, you’ll be missing out on huge opportunities to sell to a wider audience. While some customers will come to you, if you don’t pursue a wider market through Amazon Marketing, you will be missing a lot of sales.

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