Not sure how to get your listing in front of more shoppers? Here's 9 tips to promote your product.
9 Ways to Promote Products on Amazon
October 30, 2021
As an Amazon seller, you are often taking on every role in your Amazon business, from CEO to Janitor. Obviously, this includes the marketing department! While the internet may be full of tips on how to market yourself just right, we have collected 9 ways you can get started today promoting your Amazon product and boosting your own sales.
1. Use SEO
Search Engine Optimization is the most important thing you can do to make sure your product is prepared to take over the marketplace. No customers will buy your product if they cannot find it in the first place - or if they come across it when it’s not quite what they are looking for!
Take time to make sure that your product description and title are using relevant keywords that other similar products are using, as well as unique ones that show what sets your item apart from the crowd. Use this to narrow down the type of customer you want as well. Consider what your ideal customer wants to see and then provide it!
Not only will an optimized post help your ideal customer to find you on Amazon, but it will also help customers find you on Google and other search engines. Optimize everything - including alt text and metadata when and where possible.
2. Sell Quality Products (and the ratings will take care of themselves)
It’s important to have confidence in what you’re selling in your Amazon store. This may seem unimportant in promoting and marketing a product, but the more honest you can be regarding what you’re offering your customers, the more they will trust your advertising. It’s very likely that if a customer has a bad experience with your shop, they will tell others about it. They may also leave bad reviews, and they certainly won’t buy again. The cheapest way to get customers is to keep the ones you already have. Quality products equal repeat business.
What this means as an Amazon seller: even if you are using FBA, the products should be in your hands at some point. Evaluate your suppliers, your product, and your third-party prep service carefully. Be sure that you’ve personally checked that every step in your process works and will get your customer the best possible product.
3. Run a Tight Ship
You need to be not only quality checking your products but shipping them on time! Cancelled orders, bad customer service, and other unprofessional conduct on your part all lead to a lack of customer confidence. Promotion can only get you so far if every customer that walks in your door walks right back out again dissatisfied.
Additionally, Amazon rewards sellers with healthy seller central account practices by boosting them up in the algorithms. Your diligence in keeping your customer support rhythms, shipping times, and account management at a professional level actually help your product get before more customers in the long run. Simple steps such as these help you gain an organic audience without even paying for advertisements.
4. Know Who You’re up Against
Amazon is an incredibly competitive marketplace. You need to keep an eye on the competition as much as possible. Take note of their SEO (that’s publicly available) and see if you can make improvements on your own to compete. What makes your same product a better deal than other sellers? Promote that if you can. Log out of Amazon and search up your product, and look at what comes up first, what advertisements pop up, and what complaints customers have about competitor products. The more you know about the competition, the more you can fight fire with fire.
Specifically on Amazon, one of the best ways you can promote your product is by “winning” the Buy Box for your given product. If your listing is directly in competition with another seller online, you’ll need to be extra mindful about how to ensure your listing is the best value for the given product. This means a healthy account, competitive pricing, and quality customer support and shipping times. Winning the Buy Box is 90% of beating your competitors.
5. Your Own Social Media
Your business is your contribution to the business world; your social media is your contribution to the social world. It’s smart to use the social media platforms you already have to promote the other facets of your world. Find fun and creative ways, like Instagram Reels, or TikTok, to show others what you are selling and how it is valuable. You can also run giveaways and provide tips for how to use your products.
These things encourage repeated visits to your page, which could mean repeat business for your store! Additionally, the algorithms reward listings with high external traffic to their pages. So, if you routinely are able to get customers who aren’t already on Amazon to check out your shop, Amazon will boost your product in the search results. You can also offer a social media promo code to drive external traffic.
6. Personalized Website
Beyond your own social media page, you may need a space to keep product information and information about your business accessible to customers. It's basically your own online store. It’s easy to create your own website using Wix, Squarespace, or any other site. You don’t need graphic design knowledge or web design abilities, just some sharp product photos and good copy.
This may help you to build a relationship with your customers beyond Amazon, and establish legitimacy in the eyes of your customers. Showing your audience that you have a firm, professional presence online will help them trust you and come back to you in the future. It also gives you another method of bringing external traffic to Amazon’s site by using your own site visitors.
7. Social Media Collaborations
Sharing on your own page is just scratching the surface of the social influence you can tap into through sites like Facebook, Instagram, Twitter, or TikTok. There are many people with thousands or millions of followers who may be interested in a brand deal with your company. Search hashtags related to your product to see if you can find influencers who may have an audience already looking for what you sell.
From there, many of them keep a business email address on their page, or you can just message them directly on the social media platform to ask for a collaboration. You may need to provide a free product or pay for their services, but you’ll be reaching a wide audience of related customers. Another thing you can do to connect well with influencers is to offer them a personalized promotional code for their followers that offers a percentage of the cost, or free shipping! It may be worth offering this if your volume of business goes up significantly from their promotion.
If you decide to go this route, make sure you are contacting trustworthy accounts. You’re best off working with “micro-influencers” - regular people who have around 1,000 followers. These individuals are likely to still have an impact and be able to generate traffic to your listing, while not requiring the commitment that more large-scale influencers require. Additionally, be sure your proposal is crisp, clean, and professional - nobody wants your spammy, misspelled DM.
8. Sponsor on Amazon
One obvious way to get your product in front of more Amazon users is sponsored ads on the platform itself. The way sponsored product ads work on Amazon, you actually don’t need to pay upfront for the ad. You set a budget for your ad, and then you will be charged a small fee (based on your budget) for every item you sell as a result of that advertisement. Yes, you can actually save money. Think of it as Amazon taking a commission off your product listings for putting it on the front page of search results for you.
The science behind a good sponsored product is something we could talk about all day - but we’ve answered some of the most important questions here.
9. When All Else Fails…
If you’ve promoted your product on all of your regular channels and you’ve ensured it is competitively priced and displayed, and if it’s still not selling - try a lightning deal. This is a sale on your product for a limited amount of time that allows it to be featured in Amazon’s ‘Deals of the Day’ section. It will only last a few hours, and it costs a small fee, but if you follow all of the other tips, this could lead to creating lasting repeat business for your store.
Pay attention to special times of the year to run extra special lightning deals, like Black Friday (now the whole month of November, really), Christmas, Valentine’s Day, Mother’s Day, Father’s Day...really any holiday is a great occasion to promote your Amazon listings with a lightning deal.
Directing marketing for your own business can be a daunting task, but if you follow these tips, you’ll be well on your way to a successful sale. If you’re still not sure what to do, set up a call with our professional coaches to get advice on what to do for your specific brand. Let us help take you to the top of the search results!
Julia Grant is a copywriter specializing in e-commerce and small business, helping businesses expand their reach with copy that clearly communicates their message and converts. She is a certified translator and interpreter and prides herself on providing culturally relevant content in both English and Spanish.See more posts from this author