How to Successfully Market Products on Amazon & Think like a Buyer


Shubhankar Mathur


Oct 25, 2022


7 min read

Topmost Priority for the Amazon Source: freepik

A number of platforms abound when you’re trying to find an e-commerce platform to sell your products, and one of them is Amazon. It’s one of the most visited websites for online shopping, with 63% of buyers starting their journey from Amazon, as per MarketCharts research. So if you have chosen Amazon as your e-commerce platform for marketing your products, you have made a sound decision.

But the success of your product sales entirely depends on how you market your products in this competitive eCommerce platform. Selling products on Amazon is not all about writing compelling copies and posting high-quality pictures, there is a lot more that goes into the process. It’s more about buyers’ mindset, your price list, competitors, and the list goes on.

There are a few tactics and methodologies you can use to increase the sales of your products. Let’s delve deeper into some of those methods.

Customers Are Topmost Priority for the Amazon

In any business, keeping your customers/clients happy is the key. In Amazon, each time any of your customers come across a problem or a query, it needs to be solved at a fast turn-around time by the seller's end. Amazon will share all questions asked by the customers with you. You’ll have to respond to the customers on time, or else it can have a negative impact on your marketplace seller account merits.

To ensure customer satisfaction, it is important to stay on top of your seller's central account and monitor it frequently. In case you are a marketplace seller, you should make sure that the items are delivered within the estimated time frame.

Apart from that, be sure to enter the tracking information. In case any kind of delay takes place, you’ll end up losing your online store credit, which might also increase the chances of losing your account.

In order to ensure customer fulfillment and satisfactory customer service, you can opt for either of these three options -

  • Fulfillment by Amazon (FBA)
  • Fulfillment by Merchant
  • Amazon Prime (Seller Fulfilled Prime)

Product Details Optimization

If you’re just starting out, and are running out of budget to spend on ads, you can try out organic strategies to increase your sales.

Making online shopping easier for customers, Amazon allows users to continually narrow down their search by different product attributes. With this function, a customer can easily find what they're looking for through different categories- whether it's Women's shoes > Loafers and Slip-Ons > Sperry's > Top-Sider > Tan > Size or something more specific like " An LG TV Cord Cable 1 feet."

Either way, a customer will be able to find exactly what s/he has been looking for by keeping on narrowing down the list. In order to provide customers with the relevant products, Amazon uses all the nitty-gritty details that you have mentioned in your product’s listing Thus, to drive incremental sales, it’s critical that you cover every detail about your product accurately.

By doing this, customers will have a better understanding of what they are buying, which will instill more confidence and encourage them to buy anything from your store. The information includes product titles, product descriptions, product identifiers, and the list goes on. Skimming on any of this information can affect your chances of standing out from Amazon’s search engine result page.

Writing Effective Product Descriptions is the Key

Now that you’re well-versed in the nitty-gritty of product details, it’s time to delve deeper into one of its aspects, which is product descriptions.

Business owners that want to sell on Amazon need to have a strong grasp of the A9 algorithm. Amazon’s A9 algorithm determines the ranking position of products in search results, with an emphasis on sales conversions. In other words, the A9 algorithm is set forth by Amazon to promote listings that are more likely to result in sales.

Incorporating relevant and high-volume keywords into the product description is a must in order to give your products a push on Amazon's search results pages. The A9 algorithm looks for these keywords when determining relevance to search queries, so they are essential for good visibility on the site.

From a customer's point of view, accurate and easy-to-read product description helps them make informed decisions. Writing a product description with the right set of keywords will provide potential buyers with compelling reasons to purchase your products. At the same time, it’ll allow the Amazon A9 algorithm to better rank your products.

Create a hook with your product visuals

Product image is the first thing a customer is going to see, which is why it’s advisable to leave no stone unturned to ensure every image is enticing enough. While looking for the products, customers want to see high-quality images of the products, which gives them a fair understanding of the product. To make your product listings stand out from the crowd, there should be diversity in the images.

High-quality images not only build the factor of trust and credibility among customers but it’s also prioritized by Amazon’s ranking algorithm.

But there are certain factors you have to keep in mind while singling out the images for your products. You need to adhere to certain guidelines set forth by Amazon before you single out images for your products.

Keep Products Prices Competitive

Plenty of customers hop on Amazon to get the most competitive prices. Therefore, keeping your prices lower gives you the edge over your rivals belonging to the same niche. Before you set a price for the products, be sure to perform thorough research on your competitors’ price listings and then set a reasonable price tag on your products.

Not to mention, you need to set a profit margin as well. To generate profits, you need to have a keen understanding of how pricing affects your margins. Ensure that your prices are set at a level that will allow you to make a profit while still being competitive.

In order to survive in today's competitive market, you need to do more than just offer general average pricing. An automated pricing tool like Amazon's can help you evaluate pricing drops and spikes so you can make sure you're always staying ahead of the curve.

Sky-rocket Your Sales Using Paid Ads

Amazon allows sellers to promote their products through paid ad campaigns in three modes

- sponsored product ads, sponsored brand ads, and sponsored display ads. Amazon's three PPC programs are designed to help brands increase their visibility on the site.

- Sponsored products are designed to help individual product listings stand out on shopping results pages and product detail pages.

- Sponsored brands allow companies to showcase their brand portfolios, including their logos, custom headlines, and a selection of products, on the shopping results page.

- Now the final advertising mode, which is Sponsored display, it’s a self-service advertising solution that helps businesses display ads on and off Amazon.

Keep Your Focal Point at Buy Box

Buy Box appears on Amazon's product detail page. It’s the point from where customers finally commence their product purchase journey. What makes it difficult for sellers to own the buy box is that Amazon uses an algorithm, which is not known by many eCommerce players, to determine whose products should be shown in the buy box.

While we cannot tell you what exactly it takes to optimize the box, there are certain factors you should definitely take into account. It includes the product's price, your rating, product fulfillment, shipping time, and more.

So these were a few things you needed to know about marketing your products the right way. However, in the midst of the process, don’t forget to think from a customer’s perspective. It’s easy to get caught up in the process, which can lead you to overlook important things. As a business owner, it's important to keep your attention focused on one activity at a time, and to always keep your customers' best interests in mind.

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