6 Amazon marketing techniques to be applied in 2022


Amazon’s reign as king of e-commerce will not end soon.

More than 2 billion people visit Amazon every month, Statista reports.

So how do you stand out and generate more sales?

The basic belief behind Amazon’s algorithm is simple. They want customers to keep buying. They are just as interested in sales (if not more) than you as a salesperson.

The difference? Amazon has no loyalty to any brand other than its own.

Higher sales lead to higher rankings, which in turn leads to higher sales.

But how can you beat the chicken-egg scenario and start noticing improvements?

Here are six marketing strategies you can use to increase sales on Amazon.

1. Cover the basics

Tips and tricks do not replace a solid marketing foundation. In general, we should think in terms of strategy, not just tactics.

Do you have quality photos and a strong copy? How do you position your brand / product? Are your prices competitive or is your product different?

These are important on every channel – especially on Amazon. You can’t start optimizing until your basics are covered.

2. Re-analyze your keywords and focus on keyword relevance

Amazon’s algorithm may be focused on customers buying products, but this is similar to saying that Google’s algorithm is focused on providing the best response. While this may be true, there are many variables and nuances in rankings. This includes:

  • Ratings.
  • Fulfilling sales.
  • Sales speed.
  • Inventory.
  • Appreciation.
  • CTR.

With the A10 algorithm update (which seems to be based on multiple updates over the years instead of one major update), the focus was on matching customer interest / purpose. Amazon is trying to show products that are more search engine-driven compared to their own profitability.

Although you may have conducted keyword research when you first set up a product detail page, your shopping behavior may have changed. Conduct keyword research on a regular basis and make sure the terms are placed throughout the product details page. This includes important areas such as title, description and labels.

It’s not easy to stuff keywords into your copy. You still need to write for shoppers in a way that encourages conversions. An algorithm can rank your product, but it doesn’t buy it.

Buyers are the ones who read and make the purchase decision. Your copy should convince them that your product is the right choice.

3. Invest more in advertising

As expected, Amazon Advertising continues to grow and is an essential part of the company’s revenue.

Amazon’s ad revenue was more than $ 31 billion in 2021. That’s more than three times the $ 10 billion in advertising revenue in 2018.

If you want to be successful on Amazon, an advertising campaign is a must.

Amazon rewards sales, and running Amazon ads allows you to drive that sales. Unlike Google Ads, where paid ads have no effect on organic placement, Amazon does. You can drive sales speed and ranking improvements by investing more in Amazon Ads.

As competition continues to grow, so do costs.

The good news is that Amazon continues to improve its advertising platform to offer you more options and data to improve your advertising sales costs (ACoS). ACoS is calculated by dividing your advertising spend by your ad revenue and multiplying by 100.

4. Attract more traffic outside of Amazon

Amazon dominates online and they want to stay that way. A good way to do this is to get traffic from other sites. Therefore, Amazon takes into account traffic that leads to sales from channels outside of Amazon, such as Google and Facebook.

Take advantage Brand Posting Bonus program and create an external traffic campaign for your product publications. Whether it’s Google Ads, Facebook ads, or any other type of traffic campaign, you can set yourself up to receive a commission from Amazon and higher organic ads for your products if you do them right.

5. Use a coupon with advertising on Amazon

Everyone loves discounts and bargains. You can play both psychological triggers by displaying a coupon for your sponsored product ads.

Sponsored product ads allow your product to appear in search results for specific terms.

When you run a coupon at the same time, searchers can see your product at a discount. Not only does this help with CTR from search results, but it also leads to a higher conversion rate – both key metrics for Amazon’s successful marketing strategies.

In many cases, the amount of the coupon doesn’t even matter, but it’s enough to have it.

Even if you can’t offer a coupon with advertising and make a sustainable profit from the sale, you should still think about it for a while. Improvements in your ranking could lead to higher sales, well above the entire campaign.

But be careful because you never work in a silo. Competitors will always follow your market share.

6. Invest in high quality videos

Photos still attract the most attention (justifiably), but videos have earned their place among the necessities when it comes to ranking quality.

The more information you can give potential customers to understand and trust your product, the higher your sales will be and the better your ratings will be.

These four video tips can help you generate more sales on your Amazon list:

  • Record a video describing and using your products.
  • Make sure you have a plan to address the sore points your product addresses, and highlight other important differentiating factors.
  • Emphasize how your product compares to others, and show that it is used with a lifestyle video to find out what works best for your customers.
  • Keep it focused on sales.

Remember, Amazon wants satisfied customers and more sales – just like you.

Although you may think so, you are not against Amazon. This is you compared to other products that someone would buy instead of yours on Amazon.

Keep the strategy focused on awareness and conversion. If you implement the right strategy, Amazon should reward you with higher rankings.

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Personal authors are listed here.

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About the author

Evan Facinger is a digital marketer with 15 years of experience and is the Director of Sales and Marketing at Especially the media, a full-service digital marketing and online development agency. Evan has a strong background that includes; Amazon optimization, search engine optimization (SEO), conversion rate optimization (CRO), marketing automation and pay-per-click management. Through digital marketing, he has helped hundreds of customers achieve their business goals.


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