Amazon Prime Day 2018 has come and gone and online shoppers snapped up all sorts of deals. So it’s time to consider what made the top sellers stand out in a marketplace jungle filled with thousands of competing products.
We spoke with three Amazon experts to discover what they feel are creative ways to succeed in the marketplace, even if it means thinking outside the box. Here’s what they came up with:
#1. Add an “Available on Amazon” button
Let’s face it, Amazon has taken over e-commerce. In 2017, it was reported that 43 percent of all online sales are attributed to the online marketplace itself—and this can be hard for smaller sellers to accept.
While online sellers should put efforts into their own personal websites and other marketplaces they are on, it’s worth focusing efforts on Amazon in every way possible. In other words, make their Amazon site as visible as possible because that’s where the money is going to.
Andrew Maffettone, director of marketing at Seller’s Choice Agency, explains how:
#2. Continuously optimize product pages
It goes without saying that we’re all victims of falling for marketing ads on the internet. In fact, over the next five years, social media advertising budgets are set to double, meaning that these ads will likely become unavoidable. That’s great news for online sellers.
Amazon expert Philip Masiello draws on his experience:
These tactics are great for growing brand awareness for your online store and will also help sales in the long term.
Influencer marketing is something that has visibly worked for Amazon itself. Look at Audible.com and how Amazon used influencers from different demographics to draw everyone in. YouTuber Grace Helbig was part of this group:
She has over 3 million subscribers and regularly talks about signing up to Audible, providing a discount link at the end of her blog. This is the sort of exposure that every online store needs. In addition to this, Philip explains how the ongoing nurturing of your product pages will be the biggest thing to overcome your competitors:
#3. Balance consistency with creativity
We recently hosted a webinar with Cynthia Stine, president of eGrowth Partners, where we discussed how to avoid Amazon suspension at all costs—especially when your store is your main source of income. In terms of increasing sales, she reiterates that “Amazon rewards consistency more than creativity,” adding a note of caution to sellers:
Here, Cynthia makes the point that it isn’t always about the creative promotion to increase sales on Amazon. Considering that Amazon has an extremely stringent suspension process, you can also focus on making sure you consistently comply with their rules to keep on top of your Amazon game. Therefore, Amazon sellers should look to get their marketing plans and materials audited by experts if they have any doubts.
The bottom line
For many online sellers, their central livelihood comes from their Amazon store. It’s important to be scrappy and use all the resources you can. Make sure that your store is visible in every way possible to improve your brand awareness.
In addition, keep up with the latest advertising strategies and put out your hot deals to your target audience. These are the types of things that will not only draw one-time customers back in but also encourage customer acquisition.
Finally, proceed with caution. Think creative when it comes to promotion but be sure to stay within Amazon guidelines or you will be suspended.
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