Amazon promotions are incredible. People love them, and they have proven to be one of the sure-shot ways to attract new customers. Over 80% of people have stated that they are more likely to do business with a brand that launched promotional products. Amazon promotions help sellers such as yourself increase the visibility of their items on Amazon and promote their brands on social media in a variety of ways. In this article, we will take a look at how to go about setting up a promotion for your Amazon products, along with a few proven strategies to make the most of it. So, let’s get started!
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Since Amazon promotions are meant to help buyers promote their products on the marketplace, there are generally no prerequisites to meet, except for Social Media Promo Codes.
From what we have observed, this feature is available to those sellers who have positive reviews and feedback, and/or are enrolled with the Amazon Brand Registry. As for the other promotional features, they should be accessible to all the sellers.
At the same time, to make the best of these promotions, you can enroll in the Amazon FBA program and make sure that you are selling high-quality, in-demand products to attract more people to your listings. With these two factors alone, you will significantly boost your chances of becoming visible on the Amazon Marketplace.
Here is the deal with promotions on Amazon – it is quite easy to create, launch, and manage them. Being the largest e-commerce marketplace in the world, Amazon has gone to great lengths to ensure that sellers like yourself can easily handle all the ins and outs of promotions.
That said, there are a few things you need to keep in mind before you get started. Many sellers have made such mistakes time and again, and you should strive to learn from them.
The good thing about Amazon promotions is they are effortless to track. You can create customized promo codes for each of your promotions and schedule them accordingly to monitor their success. The interface is simple, making it convenient for you to add the products you wish to promote. As we will see later, you also get the option of customizing the text on the checkout page to cater to your target audience. Furthermore, you won’t have to pay a dime to Amazon to run these promotions.
Coming to the advantages of these promotions, there are many:
Needless to mention, you can make a discernible dent in your Amazon sales with the help of promotions. They will help you improve your product’s ranking in the marketplace. But on the flip side, you need to be on the lookout for the following errors:
The success of your Amazon promotions depends on how well you promote your products on social media and other platforms. With this, you will also have to make sure that your listing is optimized correctly for conversion (more on this later). Ideally, any person who visits your product page through these promotions must end up purchasing the item – this can be achieved with a top-notch listing page.
To begin with, identify the top keywords for your products and target them in your listings since your end goal here is to rank for the said keywords. The keywords need to be relevant and must be associated with your product. Otherwise, it may lead to a low conversion rate.
Then, you also have to consider the discount percentage itself. It needs to be good enough to attract people but not that high to impact your margins severely. Once your listings are ready, promote the coupon codes and discounts aggressively on Facebook, Twitter, Instagram, et cetera. You can also tie-up with social media influencers to cast a wider net.
With this, you must also look into the timing of your promotions. Promoting your products during holiday seasons or Black Friday may lead to more exposure than any other time of the year. But then, it also means more competition. On the contrary, running promotions during the offseason may be beneficial as the competition is low, and you stand to benefit from improved visibility.
To measure the impact of your promotions, there are a couple of ways to go about it:
As an Amazon seller, there are multiple ways to promote your products online. In addition to the strategies for Amazon PPC, you should most definitely look into these.
For instance, you can create a simple promo code for your products and promote the same on social media directly. Then, you also have the option of giving away freebies, offering products with free shipping, discounts, et cetera.
The type of promotion to target here will depend on your marketing goals, budget, and your margins.
If your brand is new in the market, then a good way to generate hype about your products is by conducting giveaways. Since they are free, people will accept them happily, and word of mouth will then spread. It will give your products the much-needed visibility and exposure to drive subsequent sales. Similarly, if there is an awareness, and you are looking to drive traffic, then going with discount deals, free shipping, and other such options makes more sense.
However, you need to make sure that you don’t go overboard with these promotions. Chances are, your margins will take a small hit and while it is good for a few products initially, it can be quite detrimental to the health of your business in the long run. This is where the discount/percentage off comes into play. You need to find a number that looks good to the customers and at the same time, isn’t large enough to undermine your margins.
This is the section where you select the products you wish to promote in a variety of ways. You can choose the products based on ASIN, SKUs, Brand Name, et cetera. A lot of sellers prefer going with the ASIN route.
After you have selected the option, click on the ‘Create Product Selection’ tab, and you will be directed to another page where you can add the ASINs you want to promote, tracking ID/product selection name, and internal description for your reference. Be sure to cross-check the details again to ensure that you have selected only those products you wish to promote. Once you are satisfied with the details, hit the ‘Submit’ button.
Alternately, you also have the option to select the products you want to promote at the time of creating the promotions.
This one is a tricky question. If you give away a lot of units, then you may run into losses. On the other hand, too little and it may not be enough to generate a good hype about your products in the market.
The answer to this question ultimately boils down to your budget and your goal. If you are just starting and are looking to increase your brand awareness in the market, then you may want to be a bit more aggressive. However, if you are launching a new product within your brand, then you can afford to scale down your promotions and focus on generating sales through discounts and promo codes.
Additional read: Spend the right amount at the right time with Amazon Budget Rules.
Another good strategy would be to analyze your top competitors and gauge their daily sales for your products. If they are selling 500 units on average every day, then you can plan to give away, say 10% of that number daily. If you are running a promotion for seven days, that translates into 350 units. Of course, for many sellers, this may be a massive number, given the impact on profit margin and other constraints.
You can certainly reduce this number by a huge chunk, but you would have to invest your time and efforts in promoting your products heavily on social media sites to generate buzz in the market. By trying to make this giveaway exclusive and available only for limited units, you can compensate for the lack of units.
Now, we are coming to the fun part – creating promotions for your products on Amazon. In this section, we will take a close look at each of these promotions and how you can go about setting them up in your Amazon Seller Central account.
The first thing you need to do is sign in to the Seller Central account visit the ‘Advertising’ section on Amazon and select the ‘Promotions’ options. You will be directed to a page where you can view the different options you have to promote your products.
Giveaways are among the most popular form of promotion out there in the market. It is a terrific way to get more exposure and sales for your products. The best part – it is quite easy to create a giveaway.
Finally, preview the giveaway and proceed to checkout. Start keeping track of your orders and sales the moment you launch the giveaway so that you can strategize your subsequent promotions accordingly.
Percentage Off promotions are exactly what they sound like – you offer your products on Amazon to customers at a discounted price. Of course, you should set certain rules and conditions for your promotion to ensure that it is a win-win situation for everyone.
The procedure is the same as before: on the Promotions page, select the ‘Percentage Off’ option to get started.
Then, in the ‘Purchased Items’ section, you need to select the items you wish to promote through percentage offs. Following this, you specify the discounts, in percentage. That is, if you want to promote your products at a 20% percent off, you need to mention 20 in the field provided. Do not enter the dollar amount.
In the advanced options, you get more flexibility and control to design your percentage off promotions.
Following this, you need to create a schedule plan for your promotion. Specify start date and time along with end date and time. Remember that it can take up to four hours for the promotion to be started.
In the same tab, you will also have the option to set up claim codes for your Amazon percentage off promotion products. It will help you track the profitability of the promotional campaigns better. However, there are a few things that you may want to keep in mind like the usability of the code – single use or multiple uses, can the codes be combined, and such things.
This is important as failing to pay attention to this may result in you giving away more products at a discount than previously anticipated.
Once that is sorted, you can also go about creating customized texts. This feature can be accessed through the ‘Customize Messaging’ tab and there is a lot that you can do here. You can prepare the text you want to show your customers for different sections like the checkout page, detail page, purchased items, terms and conditions, et cetera.
Once again, the last step here is to review your promotion and hit the submit button. Once again, check and recheck every aspect of your promotion to ensure that everything is in order. A minor typo here and there can seriously lead to blunders. The internet is full of many such stories where people have ended up spending thousands of dollars over a simple mistake.
This promotional feature is fairly similar to the one that we just saw, except it is more customized for social media platforms. With this Amazon marketing tool, you can drive traffic to your product listings directly from Facebook, Twitter, email, influencers, et cetera, through lucrative discount deals. It is fairly easy to manage this type of campaign, and the best part is you get a dedicated marketing page where you can send your customers. You can share the link to this page directly with your audience and set the parameters of the promotion, as per your requirements.
After everything is sorted, recheck your promotion details and submit them for review and approval.
Buy one, get one, also known as BOGO, is another popular promotion strategy where your customers will get an item free for every item they purchase. While this is the basic idea, you refine it further by setting up specific conditions of the deal, as we will see below.
Strategies to Boost your Product Promotions
To help you make the most of these Amazon promotions, we have prepared this short strategy guide.
Amazon Promotions are a blessing for online sellers. It works superbly when it comes to driving conversions and promoting your brand in the market. However, while setting them up, you need to be sure of the conditions and redemption options so that you don’t end up losing a lot of money. Sellers have often mistakenly set up their promotions and as a result, have lost a great deal in the process. You can also sign up with SellerApp for expert data-driven solutions and assistance in taking your Amazon business to new heights.