In the e-commerce world, Amazon.com has a proven track record for providing exemplary customer service and distributing products worldwide. Amazon has even surpassed Google in terms of consumers using the online product search engine. From a marketing perspective, it makes sense to utilize Amazon’s reach to bolster sales. Developing a marketing strategy that incorporates Amazon Marketing Services (AMS), Google Ads, social media, and a dedicated website will boost visibility and revenue. Read along to learn how to best leverage Amazon and their services.
Amazon Marketing Services
It is important to remember that there are two types of marketing involving Amazon: On-Amazon marketing and Off-Amazon marketing. On-Amazon marketing refers to advertising that appears on Amazon search results or product pages. Off-Amazon marketing is advertising that appears on external websites that link back to an Amazon product page.
Amazon Marketing Services offer “pay-per-click” (PPC) and “cost-per-click” (CPC) fees to sellers and vendors. Different advertising templates are available to sellers and vendors, such as Sponsored Products, Sponsored Brands, and Product Display Ads (vendors only). These ads can appear on various parts of a product page and merchants can bid for better search rankings.
Both banners and other advertising can appear on Amazon.com and other external websites through the Amazon Advertising Platform (AAP). Vendors, sellers, and third-parties have access to this service. The Amazon Media Group (AMG) manages advertising on Amazon devices, newsletters, and flyers found in packages. The AMG is also available to the above sellers; however, both AAP and AMG require a high minimum marketing budget.
Google Ads, Social Media, and Website
Google Ads provide the opportunity to link ads back to the Amazon product page. Similar linking can occur on Facebook ads where users click on the ad and are taken directly to the Amazon page. Google Ads and Facebook ads offer the “pay-per-click” model mentioned above.
Social media is also a useful tool in building awareness about the product being sold. For example, a social media influencer might be willing to test out a product, describe how it works, and provide a link for followers. In addition, getting involved with expert forums about Amazon products can build a reputation for the seller.
Having a website that links back to Amazon may seem counterproductive; however, the reach of Amazon.com makes this a necessity. It is estimated that for every Off-Amazon purchase, there are three On-Amazon purchases made. It may seem cost-effective to just have an e-commerce website, but with 310 million active users on Amazon.com, it makes sense to use both.
Amazon.com is not simply used for shopping; consumers also use it for price checking (90%), product ideas (72%), and visiting the website before any others (56%). Linking back to Amazon will produce more organic search results and lead customers to a product faster.
Amazon Marketing Services is an evolving platform that will only continue to grow. Knowing the basics of how to boost revenue will increase visibility and put products ahead of the competition.
