get into the details, let’s have a quick look at the recent stats.
Did You Know?
Amazon is now the third biggest digital ad platforms in the United States. It is anticipated that the U.S. advertisers will spend about $4.61 billion just on Amazon’s ad platform, accounting for country’s 4.1% of overall ad spending. (Source)
Amazon’s operating income from its advertising business will surpass AWS (Amazon Web Services) by the year 2021. The advertising income is anticipated to reach $16 billion compared to AWS’s at $15 billion.(Source)
The advertising revenue of Amazon in the United States will incline to $3.19 billion in 2019 from $2.35 billion in 2018. (Source)
Introduction To Amazon Marketing
Its digital advertising platform has turned out to be the third biggest in the U.S. This shows that Amazon’s ad momentum will tremendously growth this year.
wondered what Amazon marketing strategies are? And how it manages to pull off
so effectively that it beats its own record year after year?
Amazon divides its market based on
comes to psychographics, they influence and target every customer individually.
They analyze their shopping preferences, buying behavior, and further, try to
convert one-time visitors into regular, high-value, and long-term customers.
Besides publicizing its broad product range, Amazon also utilizes this data to focus on single customers, demographics, and geographies. Undeniably, this marketing strategy has turned out to be extremely successful for them and no wonder, they are at No #1.
targeted social media ads, Google ads, and well-publicized sales together have
played a key role in turning Amazon what it is today.
To retain its
customers, Amazon ensures that they give the quickest delivery possible. With 55+
fulfillment centers, they are taking their marketing strategies to a whole new
The 4 P’s Of Amazon Marketing Strategy
Amazon’s marketing mix (or 4Ps) is created to
take advantage of its e-commerce operations. Its four components enable
international growth and competitiveness while Amazon.com innovates its other services.
known as the “Marketing Mix,” Amazon analyzes a company or a brand that covers
4Ps, which include:
clear explanation to what each factor does.
Amazon began its e-commerce journey with just books, today, it sells millions of
products – grouped under various categories.
The best-selling product categories include shoes, jewellery, clothing, toys, home & kitchen appliances, electronics, books, outdoors, sports, car accessories, fine arts, etc.
Amazon offers items from independent businesses and retailers, it also promotes
its private label products, more commonly known as Amazon Basics.
e-commerce giant continues to expand, more products are appended to its
inventory regularly. So, diversity in
products is the key reason why it stays ahead of its competitors.
can use various pricing strategies to sell its products. Here are a few to make
a note of:
utilizes a competitive pricing
strategy where it consistently assesses its competitors’ price lists, serving
as a base for its product pricing. It ensures that its prices are kept low while
giving customers a broad range of selection.
this, Amazon also uses other pricing strategies like:
Due to the
nature of its business, Amazon can easily bring changes to the products’ on a
single day. This happens to be its biggest strengths, making it highly
difficult for others to keep up with Amazon.
years, Amazon has expanded its online retail business in different parts of the
world. This presence has made it convenient for customers across the globe to
have access to millions of products.
shipments from the farthest locations reach to you in a minimum time with AmazonGlobal. Its fulfillment centers and fast
delivery time are yet other great reasons for its success.
is all about communication and Amazon understands this. It communicates with potential
buyers and customers through ads with
the help of various tools.
For example, it executes regular ad campaigns on websites, newspapers, television, billboards, and social media. It also promotes via Amazon affiliate websites. Besides these, Amazon frequently offers discounts and sales promotions, which is a great way of branding.
Types Of Amazon Marketing Channels
If you are an Amazon seller, knowing the different types of marketing channels and ways to use them effectively, can make a big difference in increasing your sales.
Amazon marketing channels can be grouped into
The internal marketing comprises of:
The external marketing comprises of:
PPC advertising on Google, Facebook,
YouTube, Instagram, Twitter, etc.
Forums and blogs
understand each marketing channel in detail.
The article will mainly focus on “Internal
Marketing,” as that’s highly important for Amazon sellers. External marketing
is a completely different and huge topic. Since it involves other platforms, it
requires more in-depth knowledge, time, and money to execute it. Since Amazon
itself is a great way to generate sales, we will concentrate on how to get this
1. Amazon SEO Marketing
Before you learn
how to execute Amazon SEO, first you need to understand how
amazon’s algorithm works. Just like Google, even Amazon has its own algorithm
called A9 algorithm whose job is to rank the product listings.
A9 is a subsidiary of Amazon, which is located at Palo Alto, California. The company develops search advertising and search engine technology. It takes development efforts in product search, visual search, cloud search, advertising technology, community question answering, and augmented reality.
Our work starts long before a customer types a query. We’ve been analyzing data, observing past traffic patterns, and indexing the text describing every product in our catalog before the customer has even decided to search. As soon as we see the first keystroke, we’re ready with instant suggestions and a comprehensive set of search results. – A9.com
Though you know Amazon as a big ecommerce brand, technically, it is a search engine that fetches the best products on top results for its customers.
abbreviated as Search Engine Optimization,
a practice followed by website owners to increase qualified traffic
organically. When we say “organic,”
it means the traffic that is coming directly from search engines like Google,
Bing, or Yahoo.
it simple. Say, for example, you are searching for something like this on
google – can you use essential oils on the skin directly? – and you will see
top 10 results. So, you might click on these results to read the information
you are looking for. Now, you are one of these visitors to these websites.
websites managed to get into the top 10 results page because Google’s algorithm
filtered with their ranking factors and listed them to be the best.
Right keywords/search terms that people search for
Good domain authority
people use those “keywords” to search and click on these websites, they
generate “organic traffic,” meaning that the visitors are purely through Google,
same scenario to an ecommerce giant like Amazon now. Instead of Google’s search
box, people (interested shoppers or potential buyers) directly search on Amazon’s search box for products that
they want to buy. For instance, best
running shoes, porcelain flower pots, craft papers, bread knife, and so on.
Now, how is
Amazon going to rank the best sellers? Well, the factors to rank in Amazon
SERPs differ a lot from Google because here, the top 10 results are not
websites but rather product listings of thousands of sellers.
So, how does Amazon pulls off the best list possible to its customers?
This is where the the role of A9 Algorithm comes to play. The algorithm is exclusively designed to ensure that a shopper is shown the best product possible. So, unless you don’t have these factors in your listing, you are never going to make it to the top.
Unfortunately, no big company will reveal how their algorithm works because that’s their secret and that’s how they are making billions. However, by experimenting, most sellers and experts have come up with their own versions of ranking on top.
So, here’s what will exactly work to get you on the top results. Just make sure that your listing keeps up with these factors.
Factors That A9 Algorithm Looks For
Amazon SEO is one of the most important elements of Amazon marketing strategy. So, just don’t rely on advertising. Try to make your listings more search-friendly.
1. Product title with the primary keyword in it
potential buyer clicks on a listing, he or she sees two things first: product
image and its title. Therefore, it is vital to keep them attractive and yet
Start by doing a quick keyword research and come with the potential keywords or search terms that Amazon visitors use. Shortlist a few keywords, each with decent volume while keeping the highest-search-volume (and low-competitive keyword) as your “primary keyword.”
primary keyword is something you should use it in your title.
In this example, the brand has wisely inserted the keyword “women’s running shoes.”
your title has these:
Quantity (if you are offering more
than 1 product)
Pattern, color, or model number (if
Size (if any)
Amazon’s product title allows 200 characters (with spaces), it doesn’t mean you
can overuse your keywords. No! Keep it simple, informative, and with just your
Amazon Product Keyword Tips:
Capitalize the first letter of every word.
Use between 50 and 80 characters for the title.
Never capitalize the whole title.
Never capitalize the conjunctions (and, for, or) and articles (the, a, an).
Never capitalize the prepositions that fall within 5 letters (with, in, over, on).
Use numerals (don’t use “two” but rather use “2”).
Never use promotional texts like “Free Ship” or “Sale.”
Never use subjective commentary like “Best Seller” or “Hot Item.”
Neither should you keep your titles too long nor too short. Extremely short titles will not help you rank high. Too long titles will make it hard for potential buyers to figure out for a few seconds what you are actually selling. Doing both incorrectly will lead to low CTR (Click Through Rates).
optimized product title entices the buyers to click your listing. So, ensure
that the first 4-6 words of your title are clear, reader-friendly, and concise.
right. Keep it informative, optimized, and simple. That’s the key.
2. High-quality product photos
– “a picture is worth a thousand words”
– is so true. Unless you don’t keep it attractive, your listing is never going
to get that traffic. So, your product photo speaks it all.
Clicked under good light and with a
plan, white background
Set with size 1000 × 1000 pixels /
1500 × 1500 pixels
Note: Amazon recommends sellers to use larger
photos – at least 1000 pixels wide so that it looks great and clear when the
“zoom” button is clicked.
Amazon Product Photo Tips:
Do not include any illustration or
drawing as the product’s photo.
The image file formats should be JPEG
(.jpeg/.jpg), TIFF (.tif/.tiff), PNG (.png), and GIF (.gif).
The image file name should be the
product’s identifier (Amazon’s ASIN, JAN, UPC, or EAN) followed by a “(.) period”
and file extension (e.g. F00078956.jpg).
Never include photos that contain
additional objects that you don’t sell.
Make sure that the product is in
focus with good lighting and professionally lit.
Make sure that the photos have a
realistic color with smooth edges.
Books, Video/DVD, and Music images must
be the front cover and should occupy 100% of the image frame. Promotional
stickers, cellophane, and jewel cases are not permitted.
The background of the images should
be in white (RGB: 255,255,255).
Make sure that the image doesn’t
contain any additional graphics, text, or inset pictures.
Offensive and pornographic materials
3. Attractive features in bullet points
you have attractive product titles to encourage potential buyers to click your
product listings from Amazon search results, the next step is to write your bullet points section – in a way that it sells.
Note: Amazon vendors can have up to 10 bullet
points whereas sellers can only have 5 bullet points.
Not many vendors know that they can actually include 10 bullet points because the Amazon product setup page allows only for 5. But a vendor can add the remaining 5 bullet points in Vendor Central on the “Edit Product” page.
Although a vendor can include 10 bullet points, he or she can only use fewer characters than a seller. Typically, a seller can use 500 characters for every bullet point whereas a vendor can only use 255 characters, based on the product category.
that your bullet points:
Has the primary keyword.
Starts with a capital letter or is
in a “sentence case.”
Does not include any punctuation
marks in the end.
Uses semicolons for separating the
Does not include special characters.
Don’t have all words in CAPS.
Here is a good example:
Make sure that your every bullet point falls from 10 to 255 characters.
Never include website links or company details.
Include a keyword in this section.
Keep the content quality high and convincing enough for a buyer to make a purchase.
Write a point explaining how this product will benefit the buyers.
Do not include chunks of paragraphs.
Keep it organized and clear.
4. Clear and concise product description
potential buyer or shopper is convinced with your image, title, and price,
he/she will definitely look at the product description. If he or she scrolls
and makes it to this section, then known that you have almost made it to the Buy Box.
Here is a good example:
Make sure that your product description has:
One of your keywords in it
Clear and concise information
Note: Product description is another important ranking factor that A9 algorithm looks for. So, make sure to keep it clear, neat, and descriptive.
Make sure that you use your keywords
in the description.
Write the content from a sales and
Add something that shows how your
product will help your buyers.
Focus on adding a few emotional
5. Competitive product pricing
item too high will not attract any customer and keeping it too low won’t fetch
you good profits. Product price is one of the key ranking factors on Amazon and
hence, has to be set right.
If you see Amazon’s
product listings, you will see a section of “answered questions.” This is one
of the key metrics that A9 algorithm also looks for ranking.
don’t specifically say that they track. But, the data in this section is
something they have access to. Since Q&A is highlighted at the top section of
the product’s page, it only means that it is crucial for conversions.
listings that have more number of answered questions, tends to rank better than
others that don’t.
Here’s a good example of a listing that has a good number of answered questions.
7. More positive customer reviews
Undeniably, customer reviews play a key role in ranking too. The more the number of positive reviews, the higher are the results. If your product is great and is helping your customers, then they will surely drop a review about it to spread it to others.
However, you can also encourage your customers to leave an honest review of your product after they use it. Like the way this listing has done it.
8. Higher customer ratings
ratings are yet another important factor that Amazon’s A9 algorithm looks for. Most
people tend to buy a product by quickly applying that filter option of items
with more than 4 stars. So, this means that you should have a killer quality
product to increase your ratings.
9. Sales velocity
algorithm also sees how much sales and conversions you make. In short, the
greater the sales, the higher the rankings.
what we did to assess a product listing. We took a sample listing from Amazon
and checked on the sellerapp tool to understand how it performed and
what it missed.
This is the listing we took as an example to check how it did on Amazon.
The outcomes were:
Upon evaluation, we found that the Hill’s Science Diet made an estimated sale of 85 – 108 per day with revenue between $5.25k and $6.64k in a day for the current price it sold.
all great, right?
analyzed the listing a little deeper, we found that it missed on a major part
of sales and we will tell you why.
analyzed its listing quality. The results were quite surprising. The tool could
analyze all its backend data and could pull off how exactly it performed on Amazon.
It scored a total of 68.47 out of 100 with 2 critical errors and 1 warning. However, it passed 8 other tests.
tool gives a score to a listing based on two important factors:
The discoverability factor will look for the following aspects and gives a score accordingly. As far as this example listing is considered, here’s what the tool found:
Let’s get into each aspect of discoverability in detail.
Fulfilled by Amazon: The listing scored a total 10
because the seller is associated with FBA. Basically, an FBA seller gains more
visibility, trust from potential buyers, and get a chance to win the buy box than
other sellers who don’t.
ASIN Index: The listing also scored a total 10 on this
factor because its ASIN was indexed. However, if your ASIN isn’t indexed, then
it only means that there is no way your customers are able to find you. It is
indeed a big problem, which required immediate fixation.
Search Visibility: Now, this is where this listing failed completely. It scored 0. It is a metric, which estimates the visibility of potential keywords. Since none of its keywords are in top 10 results, it scored 0 here. The best part is that the tool gives additional tips to improve.
Backend Keyword Characters: Again, the listing failed to make a good score for backend keywords. These keywords aren’t visible to the buyers but are as vital as your on-page keywords. These are usually the keywords that don’t fit into your copy and yet you want to be indexed for.
The desirability factor will look for the following aspects and gives a score accordingly. As far as this example listing is considered, here’s what the tool found:
Let’s get into each aspect of desirability in detail.
Title: As said earlier, your product’s title is one
of the key factors that A9 algorithm looks for to help improve your listing’s
ranking. Make sure that the title has a keyword and is attractive enough for a
potential buyer to click on it.
Also, to perform great on Amazon, we recommend you to use at least 80 characters in your title. As far as this listing is considered, it was close enough to score a total 10 but couldn’t because it utilized only 78 characters and hence, it got 9.88.
Bullet points: Since bullet points is something that most buyers read after the title, it is important that your listing has this section attractively written so that it converts. The listing had a clear bullet points section mentioned with 5 clear points, it hit a 10 on 10.
Description: As said earlier, if a buyer scrolls down and
reaches to the product description
section, then know that he/she is highly interested in buying your product and is
doing thorough research by reading through some more details. So, this is a
your chances of ranking, we recommend you to keep 250 words minimum.
When the tool analyzed this listing, it found that it had an excellent description with a video. So, undoubtedly, it had to score a 10.
Image count: Images are one of the important selling points of a product listing. Therefore, keeping them in high quality is a priority. Also, adding a video is an added benefit because the buyer gets to see and learn how the product works.
your chances of ranking on Amazon, we recommend you to use 6 product images,
each of high quality and perfectly shot under great lighting.
The listing managed to score a 10 again because it utilized all the 6 placements that Amazon provides and included a video too.
Ratings: We recommend you to maintain a minimum rating of 4. Since the listing had a rating of 4.3, it scored at 8.6, which isn’t bad. However, there is still room for improvement.
Reviews: Like ratings, reviews are another great way to generate more sales. People believe in referrals and the trust factor increases when they see more and more people buying the product and posting its pictures.
We recommend you to maintain at least 15 reviews with 2 reviews being most recent. Since the listing had a really good amount of reviews, it scored 10 again.
What else did this product listing miss on?
analyzing what this seller sold and checked its keywords, we came to know that
it was trying to target for two potential (but competitive) keywords:
Dry dog food
tracked the positions of these two keywords, we found that they were not on the
first page of Amazon SERPs, making it lose out on:
2. Amazon PPC Marketing
According to Wikipedia, PPC (Pay-Per-Click) is an advertising model popularly used on the internet to drive more traffic to a website. The process is simple. An advertiser pays (specific amount or fee) to a publisher (usually a website owner, search engine, or network of websites) whenever an ad is clicked. However, this is not just restricted to blogs and websites but can also be used in ecommerce too.
Each time your advertisement is clicked, you get a visitor
to your website and when this happens, you pay a small fee to the search
engine. When the PPC campaign works properly, the fee becomes trivial because
the visitor count is worth than what you’re paying for it.
Let’s say, you are paying $5 for an ad click, but this
click ends in a $500 sale, then it means that you have made a great profit.
But know that building a successful PPC campaign
requires proper knowledge, experience, and optimization.
Researching and picking the correct keywords.
Placing those keywords properly in different ad
Setting up the PPC campaign’s landing pages.
Optimizing the landing pages for conversions.
Know that search engines reward advertisers who can craft
intelligently-targeted and relevant PPC campaigns.
Well, by charging less for ad clicks. Let’s say that your
landing pages and ads are satisfying as well as useful to users, then Google will
charge you less for each click and this, in turn, generates higher profits for
To use PPC, it is vital to know how to do it right.
Now, let’s talk about Amazon PPC in specific.
the PPC model to help sellers to generate more sales for their products. They
call it “sponsored ads or sponsored product ads.”
Why should you
invest in Amazon PPC marketing?
There were times when investing your money and time in
advertising was optional but not anymore. Since there are new sellers and
businesses opening their accounts on Amazon every other day, the competition
has massively increased.
Moreover, the average CPC (cost-per-click) rates are inclining in every product category, so much that it has reached a point of unprofitability in certain cases, only to fend off some competitors. So, does Amazon advertising actually makes sense?
The answer is still a big YES.
Quick Fact: According to a recent study
done on 1000 shoppers in U.S, 41% of them begin their product search on Amazon
and then, end up buying there.
So, it all about pursuing the shoppers.
But the question is why should you pay for advertisements
on Amazon? Let’s answer this question by asking you one simple question.
Do you rank for potential keywords in the top 3
Then, advertising is the only way to get your product
to the limelight and start generating some sales.
Benefits Of Amazon PPC
Here are some important reasons sellers tend to use
visibility: There are chances that you might not have ranked for
potential keywords on Amazon SERPs yet, making you lose out on traffic. However,
by running optimized amazon ad campaigns, you can help acquire great
visibility. Once you run ads, people will get to know your brand.
for click and not impressions: One of the unique and unique features
of Amazon PPC is that you don’t have to pay for your listing’s impression (An
impression is calculated every time your advertisement is shown on the search
engine results page). Sellers don’t have to pay a separate fee for making your
ad appear. Instead, you pay only when the user clicks on your ad, making it a
trouble-free transaction overall.
One of the benefits of using Amazon PPC campaign is that it is
device-friendly. It enables your sponsored ads to be displayed on all devices –
be it tablets, computer, or smartphones.
buyers and not viewers: Since potential shoppers search
directly on Amazon, you will find more people with an intent to buy. Undoubtedly,
appropriate sponsored ads help in saving their time because the product that
they are looking for appears alongside the targeted search. So, its just a
click away. This is also one of the most effective Amazon marketing strategies.
your success: Amazon provides the feature of sponsored
product ads reports to help sellers to optimize their ad campaign and track its
success. It allows the sellers to know whether their products are being
executed in the right direction.
Rankings: Since product ads are displayed above the organic
results, they serve as a great advantage. People with an intent to purchase
will tend to click on these ads first, given that they are attractive enough.
Amazon PPC Ads
The Amazon PPC ads can be classified into 3 types:
Headline search ads
Product display ads (or product ads)
Sponsored product ads (or product ads)
Headline search ads are best to use when you want to promote your brand. Amazon currently
offers 2 methods for brand promotion, especially during seasonal times:
Headline Search Ads
Here’s how a headline search ad appears:
Amazon Stores & Headline Search Ads together can boost your branding and create a great awareness of what you sell. Besides this, it also builds customer trust and ensures that your products are rightly promoted.
By creating a promotional PPC campaign that pools
Headline Search Ads, Amazon Stores, and Sponsored Products, you can easily reach
a massive number of shoppers in less time. They work great during the biggest season
A “headline search ad” is placed notably above Amazon’s search results.
This placement helps in increasing the possibilities of product visibility to a
great extent, especially during holidays. It drives a good amount of traffic to
your product listings.
A “headline search ad” features a customized design
with your logo, a headline, and three of the products that you offer. The
pricing works on the cost-per-click model, meaning that you have to pay only
when the ad is clicked.
A “Product Display Ad” is another effective type of PPC ad, which is displayed on a product’s detail page – either beside the product or in the “similar products” section. This ad type is exclusively designed to be a self-service option. It is combined with the product ASINs, giving sellers some amazing options to concentrate on the customer’s behavioral segments.
A sponsored ad
is one of the most effective ways to increase visibility and conversions for
A sponsored product ad shows up exactly where customers see them – the top part of the search results page.
Here’s how a headline search ad appears:
You just have to place your bid for relevant keywords.
If your ad matches the searches and bid wins it, your ad is shown to the
shoppers. Even these work on the cost-per-click model, meaning that you will
have to pay only when your ad is clicked.
thatevery ad type features its own budget
and screen placements. Though they look similar, they differ significantly when
it comes to conversions and the way CTR (click-through rate) influences.
However, Amazon enables sellers to match up to your
requirements with the help of ads. Sellers get to target their product’s detail
page, related interests, complimentary listings, and related categories.
No matter what
ad type you pick for your product, keep these three things in mind:
Your target audience
Your product type
What Do You
Need To Run An Amazon PPC Ad?
To run a PPC ad on Amazon, make sure that you have
search ads, you need to meet the Amazon Brand Registry
criteria. It helps you protect your registered/approved trademarks on Amazon.
Also, it creates a trusted and accurate experience for your customers.
How To Create
An Amazon PPC Campaign?
If you are starting out on Amazon PPC, we recommend
you to create two campaigns:
Automatic targeting: Here, Amazon decides which keywords to show for your ad.
Manual targeting: Here, you get to decide which keywords to show for your ad.
1. Amazon PPC
Campaign: Automatic Targeting
Automatic PPC campaigns are pretty straightforward to create.
Enter the campaign name, start date, and
Next, Amazon will decide what keywords your
product listing can match to it.
Then, it runs the ad campaign on your behalf but
within the budget limit that you have set.
If you are starting out, Automatic campaign is the
best but don’t run them for too long. Let it run for 1-2 weeks and see your advertising
report to check how has your listing performed. Have they fetched you good conversions?
You can use this data for your “manual targeting”
next. But don’t completely turn off the automatic campaign. It is still good to
let it “run in the background” so that it continues to collect some good
keywords to target on.
2. Amazon PPC
Campaign: Manual Targeting
A manual campaign allows you to upload your keyword
list. You can either source them up from the “automatic campaign” that you have
run or use a keyword tool that is exclusively designed to show what search
terms are users typing on Amazon.
The best benefit of running a manual campaign is that it
is more flexible than an automatic campaign.
Within a “manual ad campaign,” you get 3 keyword match
types to choose from:
How To Find Good Keywords For Amazon?
Though you might think of using Google Keyword Planner or any other tool for that matter, we will
tell you what the exact drawback is. You want visitors with a “purchase intent”
and not “view intent.” Also, only an Amazon-based keyword tool will help you
fetch the exact number of people typing and searching for different keywords on
Amazon and not Google.
Since you will have the exact data of how many shoppers are searching for what kind of keywords, you will know what to target on.
So, here’s what you need to do:
1: Navigate to your menu that says Free Tools and click Keyword
2: Type your desired keyword or search terms related to
your listing and let the tool do the rest of the job for you.
Here’s an example:
The best part – the tool automatically tells you if the keyword you want to target is hard or easy to rank for. Even if this keyword doesn’t seem feasible, you can still target for other keyword variations. You can also look up for some long-tail keywords with decent search volume and yet that are of less competition.
blindly run your ads or pick your products. Always, do a keyword research first
to find out if you have a chance to win in the competition. With right
keywords, you can also come up with right products to sell and become
successful in this business.
Why Shouldn’t You
Advertise On Facebook Or Google?
Undeniably, Amazon PPC is one of the best ways to advertise your products than on Facebook or Google. Yes, both are huge platforms with massive audiences but Amazon has stronger and better buyer intent. This makes it a key reason to use Amazon PPC.
People are already aware of this big ecommerce giant
and know what it does. Most users log-in to their accounts and start searching
for products directly there rather than searching on Google first and then
getting into Amazon next.
This means that the possibilities a buyer will
purchase your item (often called “conversions”) after clicking on the Amazon
PPC as is very high. Usually, Amazon product ads have a conversion rate of around
10% – 20%, which is approximately 10 times greater than the average market
Yes, you might show your ads on Facebook or Google but
the users might not have searched on these platforms with an intention to buy.
They might want to just read some information about your product or might have
reached Facebook page to see what others are saying about your product.
PPC Marketing Help With Organic Rankings?
Yes, Amazon PPC also plays a key role in organic rankings. Though Amazon keeps the functionality of the A9 algorithm a secret, we know that apart from the factors we have listed above, it also looks for these three things:
velocity: Besides having a greatly optimized listing, it is also
important that it generates maximum sales. The higher the sales count, the
greater are the chances of ranking higher on Amazon.
rate & relevancy: If your item is receiving good sales per click,
then it means that your item is relevant and Amazon does see this factor seriously.
Just like other search engines, even Amazon offers the best experience to its
customers. So, it ensures that it shows the right and relevant products after a
keyword is typed in its search box.
Diversity or Variety: Amazon SERPs aren’t only about showing high-converting,
relevant products but rather, offer multiple options too.
Hope you enjoyed reading this article and had fun knowing deeper about Amazon marketing strategies and different ways to optimize your listings. Drop us in the comments and let us know how this article has helped you in terms of performance.
Arishekar N has over five years web development experience and is the senior digital marketing strategies at SellerApp, Specialist in SEO, SEM and best conversion rate optimisation strategies that deliver industry leading ROI. Arishekar has helped companies through more effective search engine marketing and SEO strategies. He is most passionate about working with e-commerce companies.