The Amazon platform is lucrative, but if sellers want to make a profit, they must compete with more than 2 million sellers. However, if you can attract the attention of buyers, you can definitely get sales, because so many buyers are coming to Amazon. You know, the conversion rate of the Amazon platform is about 15%, which is 3-5 times that of other e-commerce platforms.
9 List Marketing Strategies for Internal and External Traffic
There is no shortage of promotion inside and outside Amazon!
The impact of exposure on Amazon Listing
For the products on your website, promotion is the most straightforward method of sales. Through advertising and other marketing activities, you can spread the brand awareness outside the store, thereby directing traffic to your Listing page. At this time, you must ensure that your listing is good enough to form a high conversion without losing it.
Amazon’s Listings are more complicated-they require a combination of internal and external traffic. In the case of so fierce platform competition, in addition to external promotion, sellers should also increase the listing exposure on Amazon’s internal website.
Amazon Listing ’s external promotion only uses external channels to import traffic to your Listing. It allows you to attract consumers who have not shopped on Amazon to view your listing.
Through external promotion, you can let your products attract consumers outside the Amazon website and maximize sales.
The channels for Amazon Listing’s external promotion are:
Social media: Create ads and link with KOLs to spread the brand awareness of your products on Amazon, and link the ads to your product ’s listing on social media.
SEO: The keywords created in your product listing should put the popular keyword packages that the target audience is searching into, so that your listing will be at the forefront of the search results.
Obtain backlinks: Look for opportunities to link external links back to your website, such as blogging—improving product exposure and importing external traffic to your products.
If you are an Amazon seller, the product you sell will not be the only one on this platform. The seller who sells this product-there are tens of millions of people on this platform.
There are many sellers of each product on Amazon. In order to defeat competitors, you must increase the exposure of the product.
The methods of promoting products on the Amazon website are:
Win Buy Box: If the seller sells the same product, the first thing that customers will appear to them when they browse is always Buy Box-an option on Amazon that highlights the price of the product.
Winning Buy Box means increasing exposure, so it is a key channel to attract Amazon buyers. When Amazon chooses Buy Box sellers, it will consider many factors, such as seller rating and shipping type.
Get top rankings in Amazon search results: Most buyers will not skip the first page of search results, so sellers to improve their ranking in search results is the key to attracting consumers.
9 Amazon Listing Marketing Strategies
1. Use SEO to optimize your listing
Search Engine Optimization (SEO) will attract many buyers for your listing. Whether it ’s Amazon or shoppers on other sites, as long as your listing contains popular keywords, they will be able to find your listing. By adding popular keywords, search engines on Amazon and other websites can determine that your Listing is in the relevant search results and increase their ranking.
2. Buy Amazon’s sponsored merchandise ads
Even if it is SEO, there is no guarantee that your Listing will be ranked high in Amazon search results. When Amazon ’s search engine considers your ranking, it also takes into account other factors—sale history, product prices, and so on.
In order to gain greater control over the exposure of Listing, Amazon sellers can pay the platform to sponsor their merchandise and place Listing at the top of the search list.
Sellers only pay when customers click on their ads, because the benefits of Amazon ’s promotions are guaranteed. Your Listing exposure has increased, and consumers on Amazon can easily find and purchase your products.
3. Share Listing on social media
On average, everyone spends nearly 2 hours a day on social media. Given the popularity of social media, sharing your Amazon Listing on social media through a business account is an effective way to let more buyers see your product.
Because your fans expect to get value from your posts, avoid creating too many posts on your account that basically promote Listing.
By creating relevant and interesting social media content and activities, you can promote your Amazon Listing on social media in a more natural rather than invasive way.
4. Analyze competitor data
To gain internal exposure on Amazon, your listing needs to be ahead of competitors. If you do n’t understand how competitors ’products attract buyers, your products will lag behind your competitors in search results.
To maintain a high ranking in Amazon’s search list, you should monitor its prices, pictures, and copy in the competitor’s Listing:
Finding ways to make your listing exceed the products of other competitors on Amazon will improve your product’s ranking in Amazon search results.
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5. Cooperation with KOL
Just like the products in online stores, Amazon Listing can use Internet celebrity marketing to get considerable traffic. When celebrities in the industry are supporting your product and linking to your listing, this sends a signal to your key buyers: your listing is worth a look.
6. Maintain high product ratings
On a highly competitive platform like Amazon, the first impression is very important. When consumers browse tens of thousands of products on Amazon, they will not look at products that seem to be of poor quality.
An effective way to impress consumers with your Amazon Listing is to maintain a high-star rating. When consumers browse Amazon’s search results, the ratings of each product are visible.
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7. Maintain a powerful delivery function
Product distribution does not seem to be related to the product. But on Amazon, your delivery performance is a key factor affecting the exposure of your product listing.
Amazon wants customers to have a pleasant shopping experience, so they consider delivery performance as a factor when considering the ranking of sellers and products that win Buy Box on the search list. If the distribution continues to have problems, you are unlikely to win Buy Box or get a high search ranking.
8. Monitor your seller rating
As with delivery performance, your overall seller rating on Amazon will also affect your chances of winning Buy Box and ranking high in search results.
Punishing low ratings with low exposure is a measure by Amazon to satisfy customers and maintain the platform. This measure ensures that buyers can prioritize cooperation with sellers with good records and high quality services.
9. Hold a spike event
In addition to convenience, many shoppers purchase at Amazon because of the low price of Amazon products. Through the consumer’s interest in Amazon’s low prices, sellers can organize a Lightning Deal to attract customers to your Listing.
Lightning Deals (Limited Deals) is a limited time, special price products, buyers can find in Amazon’s “Today’s Deals” column. Spike can attract a lot of attention and sales from Amazon consumers, not only because they like the discount of the spike, but also because the time limit of the spike activity will promote consumers to shop.
Sellers need to pay a fee for holding a spike activity, and must be approved by Amazon before holding.
Spike activity guidelines:
√ Spike activity lasts 4-12 hours
√ Can only be held once a week
√ Provide the recommended inventory quantity of spike products at least 7 days before the event
Promotion of Amazon products is different from traditional marketing, which focuses on external traffic. In the promotion process, you also need to increase your Listing’s exposure on Amazon. Platform competition is so fierce, you must find innovative ways to allow your products to compete with those of other Amazon sellers.