Okay, you have your listing all primed and perfect. Great pictures, optimized text, and a good standing. Now what? Here’s how to market your product on Amazon through promotions, giveaways, advertising campaigns and Amazon programs.
Amazon Sponsored Products
- Amazon decides on keywords
- Set a bid and daily budget for the entire campaign
- Analyze Search Term Report – Get great information on what people are actually searching for on Amazon
- Add “negative keywords” – Can save money by eliminating irrelevant or under performing keywords
- You specify what keywords to use
- Set custom bids for each keyword
- Seller Central gives you more data than Vendor Central – Measure clicks, impressions and conversions in order to optimize your listing in an organic search
- Use data to your advantage in optimizing both ads and organic search
- Cost per click varies – Amazon will treat your bid as the maximum amount you will pay per click, however if you have Bid+ enabled, Amazon may spend up to 50% more than your bid if you are eligible to show at the top of search results
- PPC = Pay per click. In general, the more you pay the better placement you get. A $1.50 bid will get a higher placement than a $1.00 bid. However, if they exceed the budget for the amount of time they set, then the 2nd ad goes up to the 1st. As PPC grows increasingly competitive, bids are only becoming more and more expensive.
- You can spend really low ad money like $1/day so that you can gather analytics information rather than getting actual good ad placement
It’s important to note that your ad budget is not set in stone from day to day. Amazon may overspend or underspend your budget on any given day, but your average spend over the course of a month will hit your target daily budget.
Both your bid and your keyword relevancy will have an impact on the placement of your ad. Sometimes, a more relevant product with a lower bid may actually have a higher ad placement that a less relevant product with a higher bid.
Currently, Sponsored Product ads are displayed:
- at the top of or within search results
- on product detail pages
- within browsers and the Amazon app for mobile devices and tablets
How To Market Your Product On Amazon: Sponsored Product Requirements
- Need a professional seller account at $40/month
- Ability to ship to all US Addresses (if not using FBA)
- Need a credit card on file or have the cost deducted from your account balance – charging a credit card has the advantage of building credit
- New products only
- No adult, used or refurbished products.
- Eligible for the buy box
- For Headline Search Ads, enrollment in Amazon Brand Registry
- Not all product categories are open to Amazon Sponsored Products. For a complete list of all available categories, click here.
Example: The buy box is a rectangular box on the right side of the page that allows the buyer to add the product to their cart. Only one seller’s offer can occupy the buy box at any given time. Many factors influence who "wins" the buy box from moment to moment, but two of the biggest factors are price and being "Prime" eligible (aka being Fulfilled by Amazon).
Amazon Marketing Services (AMS)
Amazon Allows 3 types of ads:
- Headline Search Ads – Now available to sellers who are brand registered; ads are shown to shoppers regardless of who is winning the buy box; displayed above and to the left of search results, at the bottom the of the page, on desktop and mobile browsers and within the mobile Amazon app.
- Sponsored Products – Just like the sponsored products in seller central. General keyword search terms.
- *Product Display Ads – Pay-Per-Click, Targeting Types: specific product or interest, display locations have more options for this type of ad
*Available to vendors only by invite
How To Market Your Product On Amazon Promotion Programs
- Free shipping
- Money off
- Buy 1 get 1
- Social media promo codes
- One-time use claim codes
- Example: If you have a featured TV spot, you can run your own promotion
- Only available to Amazon Vendors
- Featured in monthly newsletter
There is no shortage of options to choose from when deciding on how to market your product on Amazon.
- Promotion of a limited amount time with a limited amount of your product
- Deals typically limited to 4-12 hour blocks
- Limit of 1 item per customer
- Can help boost sales, search rankings, reviews and brand awareness but the cost is part of your profit
- There is an additional fee for some categories like luggage
- The deal must be 20% off or more of the current buy box price
Product eligibility criteria:
- Minimum size and price requirements
- Minimum amount of product required
- Must have a sales history on Amazon and at least a 3-star rating
- Restricted products and products that are offensive, embarrassing or otherwise inappropriate are ineligible. These include e-cigarettes, alcohol, adult products, medical devices, medicines and baby formula.
- Include as many product variations (e.g. size, color, style, etc.) as possible. Predetermined minimum percentage of product variations are specified when you create the deal.
- Only open to items in New Condition
- Must be Prime eligible in all states, including Puerto Rico, through either Fulfillment by Amazon (FBA) or Seller Fulfilled Prime
- Minimum of 5 seller feedback ratings per month with at least a 3.5-star overall rating
- Find eligible ASINs in the Create tab of the Lightning Deals Dashboard – Eligible ASINs are refreshed every week