A Beginners Guide to Marketing Your Products on Amazon

A Beginners Guide to Marketing Your Products on Amazon

The more you work with Amazon the more you realize that Amazon is its own ecosystem. What works on the platform won’t necessarily work on social or search. There are nuances to navigating the platform successfully in order to rank your products organically, create a consistent customer experience, drive sales and create brand loyalty.

Why bother with Amazon Marketing?

The Amazon marketplace is the largest eCommerce platform in the United States representing 47% of all US eCommerce sales in 2019. In 2018 Amazon.com had net sales of $160B.

Amazon Seller Central US Statistics

Statistica Figures

What does this mean for marketers? If you are not an Amazon seller, you are missing out on a huge opportunity to reach new and existing customers. Marketplaces by their nature are about strength in numbers. This is true for shopping malls, farmer’s markets and food truck festivals. The variety and one-stop-shop aspect of a marketplace can draw in customers who prefer that type of shopping experience. Amazon’s mission, and what it portrays to its shoppers, is that it is the Earth’s Most Customer-Centric Company. The Amazon brand has built a trusted platform built on good customer service, fast shipping, and hassle-free returns. Ok… one last stat, cause I can go on all day.  ⅔ of US consumers use Amazon when they start their product search. I’m done. Promise 🙂

How do we market on Amazon Seller Central?

The best way to market your Amazon products is to ensure your products are optimized for search and to run promotions on your products. So let’s run through some of the fundamentals when setting up your listing.

First, here is the anatomy of your product page listing.

anatomy of your Amazon listing

Amazon Listing - Product Description

Amazon Backend Search Terms Best Practices

We have the ability to manipulate the Title, Bullets, Description, and Backend Search Terms to improve the chances that our product is found by searchers. Amazon provides guidelines on how to properly optimize your listing for search. 

Optimize listings for search

Customers should be able to find your products before they can buy them, and searching is the primary way they can do that. Customers search by entering keywords and Amazon matches this against the information (title, description, and so on) that you provide for a product. Factors such as the degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results. By providing relevant and complete information for your product, you can increase your product’s visibility and sales. Below are some general guidelines to improve your product listings.

Product detail page

Each individual word in the Product Name (Title) is searchable on its own. For example, a product called Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2) is better than Blue Pillow Cases. This is because the recommended Product Name above includes this information:

  • Brand – Laura Ashley
  • Product line – Sophia Collection
  • Material or key feature – 300-Thread-Count
  • Product Type – Pillow Cases
  • Color – Blue
  • Size – Queen
  • Packaging/Quantity – Set of 2

Titles

Titles should be approximately 60 characters long. You only have a moment to catch the eye of a customer and your online title on Amazon should echo what would be on the physical packaging of a product.

Keywords & search terms

You can add additional keywords to an ASIN’s catalog data to describe that product. These are hidden from the customers.

To add keywords:

  1. Go to ‘Manage Inventory’ under the ‘Inventory’ tab.
  2. Click ‘Edit’ next to the product you want to add keywords to in your inventory.
  3. On the next page, click the ‘Keywords’ tab and enter your keywords in the Search Terms field.

Note: Amazon limits the length of the search terms attribute to less than 250 bytes to improve the quality of search results. To see search term examples and learn more about how to make your products discoverable within those limits, see Using search terms effectively.

Amazon provides you with an opportunity to add search terms for your products. These search terms should only include generic words that enhance the discoverability of your product. For example, if you’re selling headphones, your search terms can contain synonyms such as “earphones” and “earbuds.” Search terms are not required fields.

Here are some best practices for providing search terms:

  • Don’t include product identifiers such as brand names, product names, compatible product names, ASINs, UPC codes, and so on.

  • Don’t provide inaccurate, misleading, or irrelevant information such as the wrong product category, wrong gender, out-of-context words, and so on.

  • Don’t provide excessively long content. Respect the limits that are set for different fields.

  • Don’t provide redundant information such as title, author, brand, and so on. It won’t improve your product placement in search results.

  • When entering several words as a search term, put them in the most logical order. A customer is more likely to search for “big stuffed teddy bears” than for “teddy stuffed bears.”

  • Use a single space to separate keywords. No commas, semicolons, or carets are required.

  • Don’t include statements that are only temporarily true, such as, “new,” “on sale,” or “available now.”

  • Don’t include subjective claims such as amazing, good quality, and so on, since most customers don’t use subjective terms in their queries.

  • Don’t include common misspellings of the product name. Amazon’s search engine compensates for common customer misspellings and offers corrective suggestions.

  • Don’t provide variants of spacing, punctuation, capitalization, and pluralization (“80GB” and “80 GB,” “computer” and “computers,” and so on). Our search engine automatically includes different case forms, word forms, and spelling variants for searching.

  • Don’t include terms that are abusive or offensive in nature.

  • Abbreviations, alternate names, topics, and key characters (for books, movies, and so on) could be included as search terms.

Based on the information above, to best market your product is to ensure you are following Amazon’s guidelines, keeping your product listing relevant and incorporate a good mix of high-quality product-oriented keywords as well as illustrating your unique selling proposition. It’s difficult to have your Amazon Listing stand out so it’s important your Product Title, Bullet Points and Product Description are unique, use natural language and do not keyword stuff… One more time, DO NOT KEYWORD STUFF. Here is a format we use at BellaVix.

Product Title:  A well-written product title that packages high volume keywords/search terms in a reader-friendly format is a crucial step in expanding the number of visits to the page. Ideally, the composition of the titles includes high volume search terms/keywords applicable to the listings (the top one (1) to three (3) keywords for a particular product.)

Bullet Points:  Product bullet points are highly important as they summarize the key features and selling points of your product. These are often sought out by shoppers as they provide key information to quickly determine whether a product would meet their requirements and whether they should investigate further/make a purchase.

Product Description:  Product descriptions ultimately sell the product to highly critical buyers, and Amazon provides an opportunity to sellers to describe, and more importantly differentiate, products from hundreds or thousands of other similar products. We aim to accurately describe the particular product (including its uses and features) in a way that maximizes the listing’s findability in Amazon Search (that is, the listing is Amazon SEO friendly) as well as its conversion rate .

Backend Search Terms:  Backend search terms are not physically visible to those viewing your page but allow Amazon to index terms to help with indexing and organic ranking. Backend search terms should not exceed the 250 character limit. That is 50 characters per line, 5 lines available. With limited real estate, it’s important to follow Amazon’s strict guidelines which is to not include keywords that are descriptive, branded, duplicate sections or repeat keywords. A best practice is to use synonyms, hypernyms and spelling variations on relevant keywords. It’s important to do your keyword research before updating your backend search terms.

Promotions

We all know that everyone needs to feel like they are getting a deal. Whether it be a slash in pricing, a coupon to clip or a BOGO, customers are more likely to engage your products if they have an additional incentive. This is really important for new products and as a way to stand out. Be aware that overuse of promotions will lead to the expectation of a deal for each purchase and potential customers waiting for the next deal before they make a purchase.

Here are some promotional tools we have at our disposal on Amazon.

Lightning Deal or 7 Day Deals

Lightning deals are available on Amazon for a small fee and give you access to the Today’s Deals page and the Prime Day page. Lightning deals are time-sensitive and leverage the Fear Of Missing Out (FOMO) trigger to get visitors to make a purchase. Lightning Deals work great during high trafficked periods like Prime Day and can provide a halo effect perpetuating organic sales. The drawback is you don’t always get to choose the time for your lightning deal which could lead to a poor ROI. 7 Day period is very similar but the time period is longer, 7 days to be precise 🙂

Percent Off

Percent-off is a great and easy way to get started with promotions. This is available to all sellers on the platform and allows your product to show up in search results with the discount present. This can be a great way to get to differentiate your product on search. Also, a great way to test price points when experimenting on the platform

Coupons

Coupons can be set to a percent off or a dollar amount. These are also visible in search results and require the customer to clip the coupon on the product detail page. Coupons come with a $.60/use fee but only when the coupon is used not just clipped.

Buy One Get One

A BOGO strategy is great for complimentary items, liquidation or to run a tiered type of discount i.e. buy one get one for 5% off. These promotions are easy to set up and have no additional fees associated with them. The only drawback is that they can be hard to find because they are located in the Special Offers section which is below the fold. Most BOGOs go unnoticed.

Conclusion

Marketing your products on Amazon is not much different from marketing your product anywhere else. We have most of the same tools available we would for a website or 3rd party platform. Amazon is its own ecosystem and the tools we have to leverage are baked into the backend. If your goal is to improve amazon sales in your amazon account, increase awareness and incentivize Amazon customers to engage your products then it is important to optimize your listing for search and have a promotional strategy in place.

 

About the AuthorWill Haire - Amazon Managed Service Agency

Will Haire

Will runs a Full-Service Amazon Agency, BellaVix, out of Raleigh, North Carolina.  He has worked with eCommerce businesses in leading the strategic planning, implementation, and tactical execution of marketing strategies for products across all Amazon business segments and other third-party marketplaces (Wal-Mart, eBay, etc). He is responsible for channel growth strategies and achieving revenue and margin goals. His portfolio includes companies like Purlisse Beauty, Eve Hansen, Leesa Mattress, Urban Accents, and Outward Hound.

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