Bringing in new customers and increasing your relevancy on Amazon can seem like a huge challenge, especially in the ever-changing marketing landscape of 2023. Luckily, there are some practical ways to improve your Amazon marketing strategy to end up with popular products, positive reviews, and a highly visible brand.
In this article, we’ll take a look at five of the best Amazon marketing strategies to boost your sales in 2023. We’re specifically not covering Amazon Ads to make room for more nuanced and lesser-known marketing tips. However, remember that Amazon PPC (pay-per-click) marketing campaigns can help you increase your visibility on the platform.
1. Optimize Your Main Image
One of the best ways to optimize your Amazon seller strategy is by optimizing your main image.
With millions of products vying for customer attention, your primary product image serves as the storefront to your offering, making the first, and often most lasting, impression.
An optimized main product image can greatly influence consumer buying decisions by providing clear, comprehensive, and appealing visual information. It has the potential to capture the attention of users, prompting them to click and explore further.
Moreover, high-quality images that clearly depict the product can effectively communicate its value, reducing the perceived risks associated with online shopping, where tactile evaluation is absent.
Guidelines for Product Images
Amazon has specific guidelines for main product images, which, when followed, can help improve your CTR. Main images should be on a pure white background, with the product occupying 85% or more of the image area — this brings product clarity and enhances visibility in search results. It’s generally best to avoid additional text, logos, or watermarks in order to keep the focus on the product itself.
In addition to following these guidelines, there are a few other things you can do to optimize your main product image.
Using high-resolution images that allow zoom-in functionality can provide customers with a closer look at the product's features. Using professional lighting and angles can help highlight the product's quality and detail.
Testing different images can also be beneficial to find what resonates most with your target audience. A/B testing various photos and analyzing customer responses can identify the most effective image leading to higher CTR.
2. Focus on Customer Reviews
Customer reviews are a key aspect of any brand’s growth, but they’re especially important on ecommerce sites like Amazon. Potential buyers often read product reviews carefully when choosing what to buy, and all of your other marketing efforts may fall flat if you can’t earn positive reviews.
For this reason, making an Amazon review acquisition strategy is essential and should be one of your top priorities.
There are a few ways you can do this:
Follow up with each customer through an automated email after a purchase. Use this email to thank the customer for choosing you and encourage them to leave a detailed review.
You can also include a printed thank you note in the packaging for an item, prompting a customer to leave a review once they receive it.
Respond to your reviews, whether they’re positive or negative. Engaging directly with your customers and responding to complaints and concerns can help you maintain your reputation on the site.
What Can You Do About Negative Amazon Reviews?
Negative reviews on Amazon can tank a company’s reputation, but they’re far less likely to have a major negative impact if you respond the right way. Make sure your marketing strategy includes a plan for handling negative reviews.
If you can, get in touch with any customer who leaves a negative review. If you can get feedback through Amazon’s Buyer-Seller Messaging Service, you can gain valuable insight into why your customer might be disappointed in your product.
In addition, responding to negative reviews with a message that other customers can see can be extremely helpful. This rule particularly applies if a customer complains about an issue with a clear, simple solution.
3. Include a Q&A Section on Product Pages
One of the best ways to level up your Amazon marketing strategy is to answer common customer questions. Amazon includes a “Customer Questions” section on each product page, which customers can refer to when making a decision about a purchase.
The more you actively interact with customers via this section of a product page, the more you’ll see multiple benefits.
Conversion Rate
Answering customer questions can build your conversion rate — when you answer the questions customers ask about your products with high-quality, detailed responses, you build a reputation for your brand that sets you apart.
Customer Trust
Not only this, but answering customer questions can also increase potential customers’ trust in your seller profile. Amazon buyers look for product pages that are full of well-written, informative information. The more of this info they can find, the more likely they are to trust you.
Product Page Optimization
Answering customer questions can also help you optimize your product pages. Customer questions may reveal informational blind spots in your pages, which you can resolve by updating product descriptions and adding additional info.
If you find that customers keep asking the same questions, it’s a sign that you might need to add some additional info to your page.
4. Use an Amazon SEO Strategy
Amazon SEO (search engine optimization) involves making your product listings as easy to find in Amazon’s product searches as possible. You can use SEO on Amazon to increase the amount of overall traffic to your product listings, build your brand’s presence on the platform, and even pave the way for more sales.
One of the best ways to level up your digital marketing strategy on Amazon is to conduct some keyword research before writing the names and descriptions for your products. Keyword research gives you a sense of the best search terms to use to help customers find your products.
Once you’ve done sufficient keyword research, work on optimizing your product titles and descriptions to better reach your target audience through searches. Something as simple as changing your wording can build brand awareness and ultimately lead to higher Amazon sales overall.
What Are Some SEO Guidelines for Amazon?
Amazon has a few specific rules for SEO in titles and product descriptions:
Amazon likes when the titles of your product listings are identical to the names on the packaging of your products.
The title length for product pages should ideally be between 60 and 80 characters.
Product titles and prescriptions should notbe written in all caps. Instead, the platform recommends using standard grammar and capitalization (always making sure to check for typos).
Make sure to fill in the brand name field for each product listing and include your brand name at the start of a product title.
Amazon recommends using numerals in product titles instead of spelling out numbers.
For Amazon Store product descriptions, the following tips can help you improve your SEO:
Always include your brand’s name in the product description.
Include any necessary details — materials, sizes, quantity, colors, etc.
5. Go After Long-Tail Keywords With Advertising
Long-tail keywords are another key element in your Amazon advertising strategy, as they can help you reach a highly-targeted audience and improve conversion rates.
Long-tail keywords are highly specific search phrases, typically consisting of three or more words. While these keywords may have lower search volumes compared to their broader counterparts, they have several significant advantages.
Go into your search query report, and identify keywords you have a strong conversion share on, but a low impression share on — the people coming to your listing from these keywords are more interested in buying your product.
Long-tail keywords are typically less competitive, which means they're often less expensive to bid on in pay-per-click (PPC) advertising — this can translate to a lower cost per click (CPC), offering a cost-effective solution for smaller businesses or those with tighter advertising budgets.
More importantly, long-tail keywords tend to be used by customers who are later in the buying cycle, often indicating a higher purchase intent.
Additionally, optimizing your product listings and ads for long-tail keywords can help improve your organic search ranking over time. This can boost your product's visibility, further increasing click-throughs and sales.
Using long-tail keywords allows you to gain insights into customer search behavior, which can inform product development and broader marketing strategies.
What Are Some Additional Tips for Amazon Advertising and Marketing?
These are just a few of the most valuable strategies for marketing on Amazon. Below are a few additional tips to keep in mind, whether you’re running a small business or are a major presence on the platform.
Make Use of Competitive Pricing
One of the most important facets of running a successful Amazon store is making sure your prices are strategically adjusted to account for changes in your competitors’ pricing.
Customers on Amazon look for the highest quality and most positive customer reviews when choosing between products, but they also want value. If you can keep your prices competitive, you’ll have an edge over brands that deliver on quality but not on value.
Don’t Forget About PPC Advertising
Amazon allows sellers to promote their products on the platform, which will always be a marketing tactic with incredible potential. You can optimize your SEO, make use of influencer marketing, and more, but no marketing strategy would be complete without traditional ads.
Like Google ads and advertisements on other online platforms, there’s a specific strategy to take with ads on the Amazon Marketplace. In addition, Amazon has rules and regulations for what sponsored brands are allowed to do with their advertisements on the platform. For best results, make sure you are up to date on Amazon’s ad regulations.
In addition, it’s worth mentioning that PPC advertising on Amazon charges your company based on the engagement your ads get — hence the term “pay per click.” That means you can plan to only pay for engagement that you receive from potential customers.
The Bottom Line
Amazon is here to stay as the world's largest ecommerce platform, which means that your company needs to stay on top of its Amazon marketing strategy. Using the tips listed above, you can stay updated on the platform's best practices, make your products more visible to site users, and maintain a strong reputation.
In addition, working with a marketing agency like GR0 can help you transform your presence on Amazon and online as a whole.
We can help you optimize your Amazon marketing strategy and build a brand that customers will recognize, remember, and choose. If you’re ready to grow, get in touch with us today.
Sources:
E-commerce Defined: Types, History, and Examples | Investopedia
What is Search Engine Optimization (SEO)? | IxDF
Cost Per Click (CPC) Explained, With Formula and Alternatives | Investopedia
