How to use Amazon for Marketing? – Ways to use Amazon for marketing your products and businesses

by Maximilian Claessens
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Amazon is a great place for firms to market their products. With its unique search engine, it offers plenty of opportunities for optimizing your product pages, while also allowing the placement of various ads. With the hints provided in this article, it becomes easy to use Amazon as a marketing channel. Let’s see how to use Amazon for Marketing.

Product Display Ads

One way to use Amazon for Marketing is by using product display ads. These are the ads that show up at the bottom of the page as an image or a word, containing a star rating, the price, and a short impression of what the product is and looks like. These ads are great for businesses to generate awareness, not only for the advertised product, but also for other products on offer. With a click, customers are taken to the product page and easily find the seller’s other offerings. The ads are customizable and available in a variety of formats, so that it’s easy to reach your audience with the right message. The best thing is the reach of these ads, which goes beyond the Amazon domain. Customers can see display ads also on sites and apps not owned by Amazon. In addition, you don’t even need to sell your products on Amazon to buy display ads. Display ads are thus a simple way to use Amazon for Marketing and generate traffic easily, but of course come at a cost. They are sold on a CPM (cost per thousand impressions) basis, with prices varying depending on format and placement.

Sponsored Product Ads

Another way to use Amazon for Marketing can be found in Sponsored Product Ads, which are ads that appear in search results and on product pages. Therefore, they are right where customers will see them, including the first page of search results and product pages. On product pages, Amazon will usually match sponsored products to the main product, making it easy to reach out to consumers who are likely to be interested in your products as well. For customers, in turn, it offers a great way to compare products and helps in the decision making process. Sponsored products are hugely popular marketing tool on Amazon as they help to promote the visibility of products while not being too expensive. These ads are cost per click, so you pay only when customers click on your ads. In addition, you can control how much you spend by setting your budget and limiting the bid per click.

Headline Search Ads

Headline search ads are a great way of using Amazon for marketing as they make customers find your product the moment they search for the specific or a related item. They are visible at the top of the customer search results page, whether the customer is shopping from a computer or a mobile device. Thus, your product will be the first a customer sees when searching for the specific or related product category. Therefore, headline search ads are immensely powerful. While sponsored product ads are located at the top, bottom, and far right sections of the search results listings, with as many as twelve ads per page, headline search ads are located at the top of the page, filling up much more space, and containing only one ad per page. You can show multiple products in one ad, which makes these ads an effective way to increase awareness for your brand and pull customers to your product offering. Of course, headline search ads are a bit more costly, but also operate on a cost-per-click basis. Thus, it’s up to you how much you want to spend.

SEO Keywords

Probably the most important way to use Amazon for Marketing is also the easiest, while frequently being underestimated. Amazon has a powerful search engine, which is comparable to Google. Thus, when customers search for a product, you want to make sure that your product is considered as a good fit by the Amazon search engine. Just like on Google, buyers on Amazon mainly click on the first few results. Therefore, you want to make your product appear at the top (without spending money on advertisement). Applying SEO to your product page is the best way to achieve that. Firstly, make sure to fill your product page with all the information a customer may find relevant, including a detailed description, price, further characteristics, and good pictures. But that’s not all there is to do. You also have to use SEO tactics to optimize the purchase likelihood, which is the main criterion Amazon uses to rank products. Firstly, make sure that relevant keywords appear in your product description and the product page, which will lead Amazon to list your product in the search results. Then, in order to rank high, you will need to achieve a high product performance, which is measured for instance by the conversion rate on your product page and sales. The latter goes beyond SEO, and implies that you should, for instance, care for your product’s star rating. The first, however, is what you can easily influence. Remeber that shoppers can only find your product on Amazon if your product page contains all relevant keywords they might use in their search. Therefore, start by identifying all relevant keywords. Amazon Autocomplete, which appears when you enter a keyword in the search box, helps to identify search terms that Amazon customers use frequently. Then, integrate these keywords in your product description to drastically increase the chance of your products ranking high.

By combining the various ways to use Amazon for Marketing, you will have a powerful marketing channel at your hand, boosting your brand’s awareness and, ultimately, your business success.

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