With over 2.5 billion products listed and over 300 million active customers, Amazon Marketplace is a platform that cannot be ignored by businesses looking to increase their reach and revenue. However, competition on the platform is tough, and standing out can be challenging. In this article, we’ll explore how to advertise and build a brand on Amazon Marketplace, focusing on using Amazon’s advertising tools and tactics that have been proven effective.
Amazon Sponsored Products is a pay-per-click advertising option that allows you to target specific keywords and products. Your product will be displayed at the top of relevant search results, increasing visibility and attracting potential customers. According to Amazon, sponsored products can increase product sales by up to 3 times compared to organic sales.
You must understand the different types of ads available with Amazon before you read any further. Understanding how each ad type works is imperative if you want to decide the most effective one(s) for your PPC campaigns. There are three types of Ads.
Sponsored Product Ads
Sponsored Brand Ads
Sponsored Display Ads
Each ad type has its pros and cons. These pros and cons primarily depend on your target audience and your goals for your campaigns.
- Utilize Amazon Sponsored Products
Amazon Sponsored Products is a pay-per-click advertising option that allows you to target specific keywords and products. Your product will be displayed at the top of relevant search results, increasing visibility and attracting potential customers. According to Amazon, sponsored products can increase product sales by up to 3 times compared to organic sales.
- Leverage Amazon’s Brand Registry
Amazon’s Brand Registry is a program that provides exclusive access to a set of tools to help you promote and protect your brand on Amazon. With this program, you can create a branded store, set up enhanced brand content, and get access to reporting and analytics. According to Amazon, brand-registered products see an average increase of 5% in sales after enrolling in the program.
- Optimize your product listing
Your product listing is the first thing a customer sees and it is critical that it accurately represents your product and appeals to potential customers. Make sure your product title, description, and images are clear, concise, and appealing. High-quality images and detailed product descriptions can increase customers’ chances of purchasing your product.
Amazon PPC is a popular online advertising platform. It works similarly to Google and Facebook PPC advertising in that you only pay when a person clicks on your ad. You do not have to pay for impressions (an impression is when somebody sees your ad).
- Take advantage of Amazon’s promotional tools
Amazon provides several promotional tools that can help you increase your sales and exposure on the platform. You can run lightning deals, create coupon codes, and offer exclusive deals to Amazon Prime members. These tools can help you stand out and increase sales, and are especially effective during high-traffic shopping periods like Black Friday and Cyber Monday.
- Encourage customer reviews
Amazon reviews are a powerful tool for building your brand and increasing sales. Encourage customers to leave reviews by offering incentives or simply asking for their feedback. Respond to both positive and negative reviews to show your customers that you care about their experience and are committed to providing quality products and customer service.
- Measure and analyze your results
To effectively build and advertise your brand on Amazon, it is important to measure and analyze your results regularly. Use Amazon’s advertising tools and analytics to track the performance of your sponsored products and promotions, and use the insights you gain to optimize your strategy and improve your results.
Also, in addition to measuring results from your ad strategy, there are Ad fraud protection tools designed to help businesses detect and prevent fraudulent activity in their advertising campaigns. These tools can help detect and block invalid clicks, impressions, and conversions, which can save businesses money and help to improve the overall performance of their advertising campaigns.
Advertising and building a brand on Amazon Marketplace requires a strategic approach that leverages Amazon’s advertising tools and best practices. By utilizing Amazon Sponsored Products, the Brand Registry, optimized product listings, promotional tools, and customer reviews, and regularly measuring and analyzing your results, you can effectively increase your reach, visibility, and sales on the platform.
Online Marketing Juice 