Are you a small business looking for an affordable and efficient way to market your products? If so, Amazon could be just the platform you need. The eCommerce giant offers plenty of marketing opportunities that can help businesses reach more customers and maximize their selling potential. To put things into perspective, research conducted by BigCommerce in 2022 showed that 55% of customers say that they buy online at least once a week. Moreover, Amazon is the 12th most ranked worldwide with 23.3 million visits on Amazon UAE in May 2023 alone and 40% traffic consisting of individuals from the 25-34 years age bracket. It’s certain that Amazon has many opportunities for effective marketing. Let’s discuss the different ways businesses can benefit from marketing on Amazon.
What is Amazon Marketing?
Amazon Marketing refers to the various advertising and promotional strategies that businesses can use to market their products and services on Amazon. There’s no doubt that Amazon is the #1 ecommerce platform in UAE. So in 2020, Amazon had about 10.3% share of the U.S. digital ad market, landing third place behind Facebook and Google. While in UAE, Amazon.ae is the 6th most ranked website.Like major search engines like Google and Bing, Amazon’s marketing also depends heavily on keyword capitalization. Three of the major domains of Amazon marketing that depend on keyword capitalization as listed below:
Amazon Pay-Per-Click (PPC) Advertisements
Amazon Search Engine Optimization (SEO)
Amazon A+ Content
Amazon Pay-per-Click Advertisements
Amazon pay-per-click ads work by featuring your products at the top of Amazon search results, increasing their visibility to potential customers. The best part is that you only pay when someone clicks on your ad (as the name suggests), so you know that you are getting a return on your investment. Amazon PPC also gives more control over how you want to portray your ads. This is made possible by ad customization and targeting.
What are the Benefits of Amazon PPC?
Some of the major benefits of Amazon PPC are:
Show your products to the people who want to see/buy them. Have you ever searched for a product and seen your whole internet bombarded with products similar to the one that you searched for? That’s how Amazon PPC works! It is a quick ladder that takes you right in front of the very people who are interested in your products. So, in a matter of weeks, you start getting leads and potential customers who have shown interest in your PPC ads.
Once a user falls in the funnel of “related products”, the tailored ads get narrowed down. If he shows more interest, it narrows down even further. Ultimately the user who’s looking for your product gets to you and becomes a customer.
Amazon PPC helps increase the visibility of your products on Amazon search results by bidding on relevant keywords. For example; if you’re searching for a fancy iPhone case, the possible keyword can be “iPhone 14 Pro Case Black”, and by bidding on this keyword you can get your product in the first position which would increase your sales.
Amazon PPC provides control over your advertising budget. You can set a daily or campaign-level budget and pay only when a user clicks on your ad. This means that you’re paying for actual engagement rather than just impressions.
Amazon offers comprehensive reporting and analytics, so you can track the performance of your campaigns, and monitor key metrics like clicks, impressions, click-through rates (CTRs), and conversion rates. This data is then used to revise the marketing/ads campaigns if needed.
Running Amazon PPC campaigns can positively impact your organic ranking too. When your products receive more clicks and conversions through PPC, Amazon’s algorithm recognizes that product to be in high demand and relevance, which can lead to improved organic rankings in the longer run.
Amazon Search Engine Optimization
Essentially, Amazon SEO is the process of optimizing your listings on Amazon in order to rank higher in search results. This is important because the higher you rank, the more likely potential customers are to see your products. Amazon SEO is dependent on a variety of elements, such as keyword research and optimization, product descriptions, and reviews.
What Does the Data Say?
Did you know that more and more US digital shoppers are going straight to Amazon to start their product hunts? Yup, a whopping 46.7% of internet users begin their quest on Amazon, compared to only 34.6% who go to Google first (source: Adeptmind survey, May 2018). And according to another survey by Salsify in Feb 2018, most shoppers buy either directly on Amazon (41%) or after Googling and then purchasing on Amazon (28%). The bottom line is that every business needs to invest in Amazon SEO!
With Amazon SEO, your product (say, an iPhone case) can be at the top when shoppers look for a specific keyword like “iPhone 14 Pro Case Black“.
Higher visibility in search results can lead to increased sales and conversions. When your products appear at the top of relevant search pages, they are more likely to be seen and clicked on by potential customers.
Unlike Amazon PPC, which requires advertisers to pay for each click, Amazon SEO is a cost-effective marketing strategy. While optimizing your listings may require some time and effort, it does not involve direct advertising costs.
Once your listings rank well organically, they can continue to attract relevant traffic and generate sales without the need for ongoing optimization efforts.
Effective Amazon SEO techniques can give you a competitive edge in the marketplace. By capitalizing on keywords, analyzing competitor listings, and optimizing your content accordingly, you can outperform competing products and attract more customers.
Amazon A+ Content
Amazon A+, also known as Enhanced Brand Content (EBC) or Amazon Enhanced Marketing Content (EMC) is a marketing tool that allows businesses to add rich multimedia to their product pages which can help increase conversions, decrease returns, and improve customer engagement. A+ Content provides a seamless shopping experience, giving customers all the information they need to make informed purchasing decisions. Data shows that adding A+ content to your product listing can boost your conversion rate by a whopping 5.6%
What are the Benefits of Amazon A+ Content?
Some of the major benefits of Amazon A+ content are:
A+ Content allows you to create rich and immersive product detail pages by adding additional images, engaging text, charts, comparison tables, videos, and more.
It helps visitors highlight the key features, benefits, and unique selling points of your products.
It provides shoppers with a better understanding of your products, increasing their confidence and likelihood of making a purchase.
A+ content helps you showcase your brand by using custom layouts, brand logos, and consistent brand messaging. This helps to build trust, establish brand credibility, and differentiate your products from competitors.
A+ Content also allows you to proactively address common customer concerns or FAQs about your products.
Amazon provides analytics and performance data for A+ Content so you can monitor the impact of your enhanced product detail pages.
Fleekbiz will handle it all for you!
After reading the article, you’d be thinking how difficult it might be to manage Amazon marketing, right? Wrong! Fleekbiz is here to streamline your Amazon marketing! We’re your one-stop solution for all your business needs, whether it’s Amazon SEO, Amazon PPC, or compelling A+ content that is sure to convert and improve sales. So what are you waiting for? Fill out the contact form below to get started and our business representatives will get in touch with you.
Overall, Amazon Marketing is a great tool for businesses wanting to increase their product visibility and sales. It encompasses Amazon pay-per-click ads, Amazon SEO, and Amazon A+Content—all of which utilize strategic keyword targeting in order to attract customers. Taking advantage of these avenues can help businesses grow exponentially by boosting website traffic and sales.