Amazon is expanding day by day and all the manufacturers and sellers are willing to sell their product on it. Amazon helps sellers in building marketing strategies and selling their products. The various ways in which Amazon is doing marketing are as follows:
Amazon search engine optimization
Amazon uses proper keywords which helps the customers indirectly themselves to what they want and in return benefiting the company.
Advertising by Amazon
Amazon does advertisement, marketing, and promotions in different ways as per the requirement of the client company. It is a paid service.
External marketing tactics
Amazon conducts external marketing from different sources which are paid as well as non-paid.
There are many points which Amazon kept in mind while formulating strategies:
Role of Search Engine Optimization for Amazon listing
The keyword is important for the product as it is required when a customer searches for something. At that time the searched word should be the keyword then only it will direct the customer to the product. So keyword optimization is very important.
Title of the product
The top 5-6 selected keyword should be used for the product title as it is the most searched thing.
Backend keywords should not be used more than 249 bytes else Amazon will not index these keywords as it will exceed the maximum limit. This is to be added to the search terms.
Description of the product
The keywords used here should be precise for the understanding of the customers. Usage of too many words can confuse the customers. The information on the product should be clearly mentioned here.
Different types of keywords
There are different keywords defined for the target audience. Amazon has a filter option for that. As for example: Men/ Women/ Kids. This makes the customer’s work easy.
Ratings, Reviews, and Q&A
Word of mouth is the best marketing strategy. When a customer reads the review of another product for a specific product that he is willing to purchase then it will enhance thus purchase. Question and Answers help the customer in solving then queries which may be unsolved while going through the product description. This helps in increasing the ranking of the product.
Price is the most important factor in ranking and sales. The company’s price should be as per the competitor’s price. The perfect price is that which is experimented and applied.
The delivery mode helps in increasing the ranking as the users of Amazon Prime prefers to buy from Amazon they don’t have to pay any shipping charge. Higher ranking and increase in sales are possible with Fulfilment by Amazon (FBA).
There are different types of ads appearing with the help of Amazon Marketing Services (AMS). AMS charges are applied per click i.e. pay per click or cost per click. AMS identifies the target audience very precisely so as to make the marketing effective. There are three different types of formats made available by AMS:
Sellers can bid on the ranking of an ad in the search bar in Amazon’s Sponsored Products. The ads can be set to appear on the search for a specific keyword.
Headline Search Ads
These are banners that can be displayed on various different places on Amazon search results page. These can be linked with a certain landing page also.
Product display ads
It appears on the product’s page below the buy box. This is done on target marketing basis.
The external marketing strategy of Amazon
Pay per click
This is an easy way to place external links to the product on Amazon.
The sellers provide the information about their products to the customers regularly through e-mail and newsletters. By this, the sales will increase and the customer can easily purchase the product from Amazon.
Amazon has coupons that will directly benefit the customers and these can be purchased from coupons.com, frugaa.com, and retailmenot.com.
Social network helps in growing the brand awareness, increase customer loyalty through its programs, and strengthen the awareness about the products on Amazon.
The best way to increase awareness is by providing the best content on various blogs, YouTube, Instagram, and various others sites.