How to Create a Profitable Amazon Marketing Strategy for 2020 Amazon is everywhere. There’s no getting around it: From small sellers to large enterprises, getting your products noticed — and purchased — means you need a marketing strategy that lets you make the best use of this online ecommerce behemoth. Today’s consumers use Amazon as their first point of contact for finding almost any type of product information. In fact, 63% of online shoppers go to Amazon to start searching for products. But with so many products available from multiple sellers with varying shipping options and discounts, it’s easy for your brand to get passed over by potential buyers. Bottom line? Amazon is the ecommerce heavyweight. Love it or hate it, you need a market strategy that helps your brand stand out among the thousands of others all vying for consumer attention. That’s why we’ve built this guide — to help you build a profitable marketing strategy and succeed in the sales jungle that is Amazon. Bookmark this post for later, and use the chapter links below to jump ahead to sections of interest. 1. Create an Amazon Advertising strategy. Generally speaking, an Amazon Advertising strategy consists of four components: Amazon reviews, SEO, affiliate marketing and social media marketing. What is Amazon Advertising? Amazon Advertising (previously Amazon Marketing Services) is a pay-per-click service similar to Google Ads: Brands only pay when potential buyers click on targeted ads. Designing the idea ad is critical to getting your...

The Ultimate Guide to Amazon Advertising I'm willing to bet, whenever you have marketing strategy discussions with your team, you typically discuss the same three or four social platforms — Facebook? Check. Instagram? Check. Pinterest? Check. But — what about Amazon? In 2018, Amazon launched "Amazon Advertising", (formerly Amazon Marketing Services, or AMS), as a search advertising solution for Amazon vendors. Similar to pay-per-click ads on Google, sellers only pay when shoppers click on ads. AMS is rapidly growing. In fact, Amazon's ad revenues are projected to amount to 12.75 billion in 2020, with an impressive 23% growth since 2019.  If you're already not using AMS, your team should consider it. Amazon Advertising could become a core advertising platform for many businesses, as well as a good alternative to Google and Facebook. To help you get started advertising on Amazon, we've created this ultimate guide that fleshes out each type of ad you can run on Amazon and some of their best practices. Read on to learn how to advertise on the ecommerce platform in 2020. Keep reading, or jump to a specific type of Amazon advertising: 1. Amazon Sponsored Ads 2. Amazon Headline Search Ads 3. Amazon Product Display Ads 4. Amazon Native Ads 5. Amazon Video Ads 6. Amazon Stores Amazon Advertising Strategy Even though we'll be describing five unique types of Amazon advertisements that all have different best practices, here are seven general tips for shaping a successful Amazon advertising strategy: 1. Determine your goals. Whether...

How to Stand Out on Amazon, According to a Former Amazon Executive Nowadays, Amazon is the largest retailer in the world. Additionally, in September 2019, over 150 million mobile users accessed the Amazon app, making it the most popular shopping app in the U.S. By comparison, Walmart was in second place with a mere 76 million users. However, if you work for a smaller ecommerce business, you've likely struggled against the Goliath that is Amazon. If your products or services don't rank at the top on Amazon, it's easy to get lost in the mix — but avoiding Amazon altogether isn't a good strategy either, since the majority of consumers turn to Amazon first when shopping online. To help you boost sales and exert brand control on Amazon, I sat down with James Thomson, former Business Head of Amazon Services who now consults brand executives on how to optimize their distribution strategy on Amazon marketplace. Thomson spent over five years at Amazon, and recently published the book Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control. Here, let's dive into Thomson's advice for selling "on" versus "to" Amazon, how small brands can succeed in the crowded marketplace, and the biggest lesson he learned as an Amazon executive. 1. In your book, Amazon Marketplace Dilemma, you mention this dilemma most brands face — to sell "on" or "to" Amazon. While I know it's a complex topic, could you start by providing me with a sense for...