When I think of Amazon, the first word that comes to mind is “behemoth.” From a dinky online bookstore to a too-big-to-be-true home of anything you could ever want and more, Amazon’s growth has been astronomical. It’s no surprise, then, that Amazon was reported to have captured almost half of the online eCommerce spend last year.
While all that power comes from a huge seller network, it can be hard to stand out from all the other sellers of similar products. It’s easy to get lost in the crowd, so here are some tips to stand out this year:
1. Keyword research
Do you think you know the best keywords to use to get customers’ attention, or do you actually know? Are you copying your competitors, or are you actually doing your own research and targeting unique phrases that will get you to the top of the page?
If you’re using outdated SEO techniques, it’s time to up your game by harnessing the power of keyword research. The good news is that you don’t have to do it alone, and there are tons of Amazon keyword tools that are ready to take you to the next level.
You can use keyword research in a few different ways. First, you can research keywords that are “up and coming,” so to speak, and likely to get more popular as time goes on. You can use that information to decide if you want to add a new product to your store so that you can ride the popularity. You can also see if any of your existing products meet the needs of that keyword and rework your title and description to target it.
Of course, there could be keywords that are similar to the ones you’re using, and you could use a keyword tool to find those and test them, or look at the trend history of the keyword you’re using and the potential new candidate.
Finally, while you’re doing your competitor research, you can always check out what keywords they’re using. You can decide if you want to compete with them word-for-word, or if you want to strike out on your own and swoop in on a keyword they missed.
2. PPC advertising
You have no doubt heard of pay-per-click advertising, and you may have even tried to run a few ads, but you should really be making it a major part of your strategy in 2019. There are 3 types of PPC ads you can do:
Sponsored Product Ads: These are the ads that show up in the user’s search results, and they’re made to look like they belong with the other products listed (aside from a little label that says “sponsored”). If you do this type of PPC advertising right, you can easily get that sought-after click from the viewer —that means really specific targeting along with a high-quality product page.
Product Display Ads: These are the ads that show up on the side of the page and advertise a product that is similar to what the user is already looking at. These are less effective than the sponsored product ads because they don’t blend seamlessly into the search results and appear more like a traditional advertisement to the viewer, but that doesn’t mean you shouldn’t invest in them.
Headline Search Ads: These are pretty close to your traditional “banner ad,” and they’re like a cross between the sponsored product ads and the product display ads. They’re in a banner across the top of the search results and clearly part of a sponsored section, but they appear more like search results than the product display ads.
Finally, if you’re doing pay-per-click advertising without doing keyword research, you need to change that immediately. Your PPC dollars will go 10 times further if you use specific targeted keywords as part of your strategy, instead of the simpler stuff like interests and similar purchase history.
3. Influencer marketing
Yes, Amazon has its own influencer program, but we’re not talking about that. We’re talking about working directly with influencers to promote your products and increase your sales by getting more exposure through them.
One of the best things about working with an influencer is that their viewers are much less likely to comparison shop. If the content creator they follow recommends it, that endorsement is like gold.
Now, it’s important to note that viewers are savvy, and they can spot a fake review a mile away. It’s tempting to want the content creator to work from a script and say all the right things, but instead, we recommend giving them pretty much full control. As long as your product is good, letting them speak their mind and give their honest opinion will be so much more genuine — and their audience will be more receptive to it.
4. Affiliate links
This is related to the above point, but affiliate links are a great way to get your product seen by the audience of influencers, bloggers, podcasters, you name it. Having them review your product is great, but also giving them an affiliate link gives them an extra incentive to encourage their viewers to buy.
All you need to do is sign up for the Amazon Affiliate program, and then give the affiliate links to your products to any creator that you want to work with.
Because Amazon is so wide-reaching and has a seemingly endless supply of sellers, it’s up to you to make sure you’re staying ahead of the curve and trying out new strategies to stand out. An important part of any business is the marketing — you wouldn’t open a brick-and-mortar store without advertising it, would you? It’s time to treat your Amazon store with the same mindset, even if the techniques are a little different.
What are you planning this year with your Amazon store? Have you had success with any of the strategies listed here? Let us know in the comments.