Amazon continues to take the lead in ecommerce, in part because it is constantly innovating its marketing. In particular, Amazon is developing new marketing lever options for manufacturers on a regular basis.
With so many options available, it can be hard to know which marketing levers to pull. Some programs make a lot of sense, such as Amazon Posts, which at the moment is just free advertising, but with others such as Premium A+, it’s difficult to see any kind of ROI that makes it worth it. Here, we’ve ranked the top 5 levers you need to pull—and one to avoid, according to a study from the Cleveland Research Company.
As mentioned beforehand, Amazon Posts are just free advertising. This social-media like content is populated across different parts of Amazon’s website. While it does cost money to create the content, most participating manufacturers recycle their social media content, meaning participation in Amazon Posts effectively costs nothing.
If you’re still not sure about why you should add participating in Amazon Posts to your sales strategy, let me repeat: FREE ADVERTISING.
Search still dominates, according to the CRC, and manufacturers will likely have to grow their spending to at least be in line with their sales growth to fend off the competition, as search strategies for many manufacturers are maturing or have matured through the use of technology platforms or skilled agency partners.
In short, though your sales might be growing, to keep that growth you have to up your rankings in search to ensure your products are still appearing first. Our quick SEO checklist for Amazon Sellers can help you out there.
Amazon’s demand-side platform enables advertisers to programmatically buy display and video ads. According to the CRC, more manufacturers are looking to test out this platform and invest more significant sums, in order to improve advertising capabilities and reach users who are not yet aware of their brands.
While Amazon’s DSP will have a learning curve for manufacturers and brands determining the kind of ads they want to appear and their ROI, investing in DSP is an important part of an upper funnel brand building strategy that leads to successful sales.
This lever doesn’t have a catchy name or acronym, but it’s no less important. According to the CRC, the Amazon Fresh shopper demonstrates more browsing behavior than is typical of a shopper using a core site, where the majority of shoppers use search.
Because of this, manufacturers cannot simply copy and paste their core site strategy to Amazon Fresh—instead, manufacturers need to better understand how shopper’s behavior differs on each platform and adjust their customer lifetime value models accordingly.
The CRC reports Amazon is making a deeper push into video across different aspects of its platform, including search video ads, livestreaming video, and OTT streaming advertisements on Fire TV, and that’s just the beginning.
According to the CRC, manufacturers suggest Amazon is ahead of its retail peers in terms of video capabilities. Although it may still be a few years before Amazon fully leverages its video capabilities, part of a successful sales strategy for manufacturers and brands includes upping their own video ad game to at least be on par with Amazon’s so as to take advantage of all that Amazon has to offer, video-ad wise.
Of course, not all of Amazon’s market lever innovations are showing a great ROI, at least not yet. We’re talking about Amazon’s “Premium A+” content, which comes with a price tag of around $500,000.
Research from the CRC has yet to find that Premium A+ content has a clear ROI, so until there is a demonstrable return, save your money and spend it elsewhere.
To learn more about creating a successful sales strategy and utilizing Amazon’s tools, contact Pattern below.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.