An increasing trend among online shoppers is that they still check their product on Amazon, even if it is offered on other retail sites. If you do it too, you are not alone, millions of people around the world are dependent on Amazon for their buying desires. This is because Amazon is the largest market in the world that offers all kinds of products to millions of consumers online.
Why is selling on Amazon so important to retailers?
Amazon’s popularity has been recognized by Shopify which introduced the Amazon sales channel which allows retailers to easily list their products and get exposure not available on other platforms.
Amazon remains the first choice for buyers. In fact, a recent study has shown that nine out of ten consumers start their search on Amazon rather than on Google. In addition, they never fail to check Amazon, even if their product is available on other retail sites.
Amazon is proving to be a great sales channel for retailer websites that target consumers directly. The fear that Amazon will cannibalize all retail sales is unfounded. On the contrary, it is an excellent addition to retailers’ websites.
What Google search does not highlight on its first page, Amazon makes them more visible on its pages and makes the brand available to its customers. In addition, comments from other consumers make the purchase decision more deliberate for them.
Since Amazon is an open market, any third-party seller is free to create a list of the retailer’s brand in their name, without the retailer’s consent. It is therefore all the more important for retailers to include their brands on Amazon. This will help them retain the right to manage their content, prices and customer interactions.
How can retailers promote their Amazon ads?
It is now clear that selling on Amazon is the preferred choice of retailers. With this knowledge, retailers can now present their products on Amazon and sit and wait. Will this translate into sales? Barely.
This is where promoting Amazon ads becomes important to retailers. Let’s take a look at ways to promote Amazon lists to drive sales:
# 1 Know the competitors
Retailers must have a thorough knowledge of their competitors. This will give them a fair idea of what customers want from the product, what they want and what they don’t want. Reading customer reviews on competitors’ pages can educate retailers about customer preferences and help them seize promotional opportunities.
Details that retailers can gain from customer reviews of products include their views on prices, defects, packaging and any other products mentioned. Retailers may also know how often their competitors update product content, images and other details.
The way in which competitors promote their products provides insight into their marketing strategy . If competitors’ products disappear quickly, retailers can hold on to their ideas, and if competitors are out of stock, retailers can act quickly to take advantage of them by lowering their prices.
# 2 Set the price of products at the right price
This problem is further accentuated by the “general pricing rule”, which is part of the price parity clause which stipulates that the price of the item and the total price can not be lower than those of any other platform. form of online sales. Failure to do so may result in the suspension of the retailer’s account.
In order to alleviate the pricing problem for retailers, Amazon has implemented a pricing automation tool that automates pricing decisions. It simply requires that retailers establish a rule, such as “beat the lowest price of € 0.10” and monitor it.
# 3 The content of the product is important
It only takes a few seconds for potential customers to reject products from retailers based on what they find on the page. Indeed, the text and images of the product may not be attractive enough to arouse their interest. Retailers may be very good at marketing, but in order for their product pages to grab the attention of customers, you need a good copywriter.
An editor will ensure that the product title clearly describes the article, that the details are given in an easy-to-read bulleted format and not in long boring paragraphs and will suggest product images that highlight all aspects of the product. product.
# 4 Encourage exams
If a comparison is made between a product with and without comments, customers are more attracted to the one with comments. The question of whether these reviews are positive or negative is different. The comments somehow assure the buyer of the authenticity of the product.
There are ways for retailers to encourage comments that are authorized by Amazon. These include sending follow-up emails, promotional messages and links to other websites. Retailers can also encourage positive reviews.
# 5 Sponsored Product Ads
Amazon’s Pay Per Click (PPC) model, called Sponsored Product Ads, allows retailers to promote their products. They have the ability to make such placements above, below, or below the search results from a desktop computer and underneath for searches from a mobile.
To begin, the first step is the automatic targeting that takes advantage of Amazon’s powerful search algorithms to propose potential keywords. Once the retailers have generated data for a month, the process of evaluating the best performing keywords begins. Retailers should continue to experiment until they find something that works well.
# 6 Take advantage of promotions
The introduction of flash operations increases sales which attract more reviews. If such offers are offered early on, not only will they attract other reviews, but they will also be relevant to other customers looking for products from retailers.
Retailers can also participate in the Early Review Program, where Amazon randomly selects customers who leave comments and rewards them with an Amazon gift card. This is in recognition of their impartial review.
# 7 Generate external traffic
It pays to run external channels, such as external traffic blogs, vlogs, Facebook ads, Google AdWords, etc. to retailers’ websites. However, it does not work quite the same way for promoting Amazon lists. In this, retailers must strategically decide which channels should be directed to Amazon.
# 8 Amazon and SEO
In order for products to top the search list, retailers must ensure that their ad adheres to Amazon Search Engine Optimization (SEO). This involves the use of a specific set of keywords which helps potential customers to easily find the products put in place by retailers.
# 9 Amazon Launchpad
Programs like Amazon Launchpad help retailers apply public funding tactics to their promotions. What Amazon Launchpad does is introduce products from new retailers to Amazon customers who are starting their own business. Amazon Launchpad helps collaborate with crowdfunding platforms to promote new start-ups . To do this, Amazon can use its own site as well as external websites.
For crowdfunding, retailers can not rely entirely on Amazon Launchpad, but pass through crowdfunding sites independently for the promotion of their products. In this way, the products attract the attention of potential customers, before they are launched on Amazon. Manufacturers who make their own products benefit the most.
It is effective to target an existing audience on social networking services, such as Instagram or Facebook. It can be made even more effective by offering free products or discounts to influencers of social media in exchange for promoting retailers’ products.
YouTube influencers are another great way to promote products. Retailers can either search for such influencers directly on YouTube, or use the Famebit website to get in touch with them. The big advantage of these influencers is that they are completely in the know how to promote Amazon products.
Retailers can also get help from bloggers who write blogs about specialty products that retailers market. They may partner with retailers and promote their products by writing articles about products launched. Any blog editor will know how to subtly promote Amazon products in his blog posts.
# 11 Offers and gifts to offer
If one product sells well while the other does not sell well, one of the best ways to promote the product that is not working well is to offer it through the “Buy 1 Get 1 Free” program. . This will not only increase the sale of the primary product, but also promote the other product, attracting good reviews.
Promotional gifts are also the most effective in promoting products. Retailers can use their products as a price for a gift from Amazon. Such gifts can be promoted by email.
Standing out in Amazon’s complex and competitive open market is no small task. It requires retailers to strategically plan the optimization and promotion of their ads to gain an edge over the competition. The best way to know what customers are expecting from a retailer is to put themselves in their shoes and see the products from their point of view. This means that the product must have a clear and concise description with relevant images, competitive prices and practical reviews. Learning to promote your Amazon lists is half the battle won.