Promote Your Amazon Listings: 12 Ways to Sell More Products
You must promote your Amazon listings to stand out against over 2 million merchants. Amazon’s marketplace is as crowded as it is lucrative. Once you do grab buyers’ attention, you are bound to make sales since so many shoppers flock to Amazon. The average conversion rate in the marketplace is 13% – which is 4 times that of other e-commerce sites.
The key to reaching Amazon shoppers is maximizing your listings’ visibility. There are so many products on the marketplace, and buyers do not have the time or patience to sift through every single one. You need to promote your Amazon listings internally and from external sources to make it easy for buyers to find your products. Then, you are on track to sell more products.
For products on your own eCommerce page, promotion is straightforward. You use ads and other marketing efforts to drive traffic back to your listing pages. Amazon listings are more complicated requiring both external and internal promotion.
With so much competition in the marketplace, you must craft your listings to be highly visible on Amazon’s website and then promote your Amazon listings. Requiring both internal and external methods, an ideal Amazon promotion plan includes a mix of tactics. You must understand both the marketplace policies as well as ways to drive outside traffic to your listing to maximize sales.
Promote Your Amazon listings Internally
Amazon, across all products, is saturated with merchants. To beat the competition, you must find ways to increase your product listings’ visibility within the marketplace. Promote your Amazon listings internally by:
- Win the Buy Box. Winning the Buy Box means prime visibility, so it is a prime way of attracting buyers on Amazon. Amazon considers a multitude of factors to pick the Buy Box seller—price, but also others like seller rating and shipping type.
- Rank high on Amazon product search results. Most buyers will not move past the first page of search results, so getting a high ranking is a critical way to reach shoppers. The marketplace search engine ranking considers text match, price, availability, selection, and sales history.
- Buy Sponsored Product Ads: Amazon sellers can invest additional dollars to sponsor their products and place them higher in search results. You only pay when shoppers click on your ad, so the payoff with Amazon promotion is guaranteed.
- Run Competitor Analysis: To keep your listings high in Amazon’s search rankings, there are factors you should monitor in competitors’ listings such as price, images and text. Finding ways to make your listing outshine competitors’ items on Amazon will increase your product rank in the marketplace’s search results.
- Maintain Strong Product Ratings: A straightforward way to give shoppers a positive first impression of your Amazon listings is to maintain high-star ratings. When buyers are browsing through their Amazon search results, the star ratings are visible for each product. Star ratings are a major factor in whether shoppers decide to click on your listings. Make sure your items’ scores stay high to keep buyers interested in your listing.
- Maintain Strong Shipping Performance: Shipping, at first, might seem unrelated to promoting your products. But on Amazon, your shipping performance is a key factor in your listings’ visibility. Always provide great shipping and you will not hurt your chance at winning the Buy Box or at ranking high in search results. With this visibility, Amazon shoppers can easily find your products.
- Monitor Your Seller Rating: Like shipping performance, your overall seller rating on Amazon also impacts your chances of winning the Buy Box and ranking high in Amazon’s search results. Punishing low-rated sellers with less visibility is a measure to keep Amazon shoppers happy and sustain the marketplace
- Launch a Lightning Deal: Beyond convenience, shoppers come to Amazon for the marketplace’s low prices. With this interest, a primary way of attracting Amazon shoppers to your listing is by launching a Lightning Deal. Lightning Deals are time-based, marked-down products that buyers can find in Amazon’s Today’s Deals section.
These internal promotion tactics ensure that shoppers can easily find your listing.
Promote Your Amazon listings Externally
To promote your Amazon listings externally simply means using outside channels to drive traffic back to your listing. It allows you to hook shoppers who are not already on Amazon to view your listing. External promotion methods for Amazon listings include:
- Social media: Sharing your Amazon listings on social media through your business’ accounts is a powerful way of getting your products in front of more buyers. Share your listing in subtle ways such as discount promo codes, helpful posts about features (that includes links) or even a contest. By creating social media content that is exciting and relevant, you can promote your Amazon listings through social media in a way that feels natural rather than invasive. Create ads and connect with influences to spread awareness of your Amazon products and link back to your listings on social media.
- SEO: Search engine optimization attracts a wide range of buyers to your listing. Both shoppers who are already on Amazon and those who are using other sites can find your listing when you include popular keywords. With these additions, search engines—both Amazon’s and others—determine that your listing is a relevant result and rank it higher. Once you have collected your keywords, place them throughout your listing, such as in the title and description. Detecting these popular keywords, search engines will recognize your listing as a relevant result for your buyers’ searches and rank it higher.
- Backlinks: Find opportunities to promote your Amazon listing via link backs—such as publishing blog posts—to increase your items’ visibility and drive external traffic to your products.
- Influencers: Just like products on an online store, Amazon listings can gain significant traffic through influencer marketing. When prominent individuals in your industry stand behind your product and link to your listing, it sends a message to communities of your key buyers that your listing is worth checking out.
With external promotion, you can make your listings stand out to shoppers outside of Amazon and maximize your sales.
Conclusion
The internet has expanded the world of business beyond storefronts and offices, transforming the retail game for the digital world. Providing an online shopping experience through your own Amazon storefront potentially puts your products in front of clients around the world. Keep these tips in mind when designing your Amazon storefront and your strategy to promote your Amazon listings.
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