Amazon is the undisputed king of the e-commerce space. Not only do they bring in nearly $60,000 in every minute, but they average nearly 200 million visitors every month, placing them well ahead of online retailers like Walmart and eBay.
What does that mean for your business? In a word: tons. That much visibility and that much revenue means that if your business is not on Amazon, you’re missing out on a ton of potential clients.
How can you harness the massive behemoth that is Amazon for your own brand awareness? Read on.
1. List Your Product
A seller account is free until you sell more than 40 items a month, then it’s $40; until 40 items, you’ll be charged a $1 per item sold fee, so it averages out. If you already have product images for your e-commerce store, upload those, then fill out the bullet points and write a compelling product description. If you plan on taking advantage of Amazon’s FBA program (which you should), then you’ll need to send in your inventory to one of their warehouses. After that, you should be in business.
2. Leverage Your Existing Customers
If you already have an e-mail list for your existing store, send out a quick e-mail to let them know that they will now be able to buy your products on Amazon. Better yet, orchestrate a special day where they will receive a discount if they buy a product on the listing page as well. Follow through with an e-mail sequence asking them to leave a review on your product for social proof for potential customers. It’s very important that you don’t require them to leave a review in exchange for the discount. Linking those two is against Amazon’s terms of services (TOS) and could get your account shut down.
Having a single day where people buy your product is also a key part of your launch strategy. Sales increases visibility, so leveraging your existing customers to boost your sales rank is a great way to rise in the search results. There are review services that do roughly the same thing, but there’s no guarantee that they’ll leave a review or not eventually return your product, so you could lose out on a little bit of revenue.
3. Turn On Paid Advertising
Even though Facebook is the king of advertising platforms, Amazon’s AMS ads have come a long way. Since they’re native to Amazon’s ecosystem, you won’t have to direct people from a different site to Amazon in order to buy your product. You’ll have to do some keyword research to find out what keywords people are searching for, but since the system is relatively new, you won’t have nearly as much competition as you would with something like Google Adwords.
Once you’ve found some campaigns that work and have them running more or less on autopilot, turn your attention to Facebook advertisements alongside Google, Twitter, and even Youtube ads. Promoting your product on pages like Reddit is tricky, but it can also be done. The more eyeballs you have looking at your product, the higher your ranking on Amazon will rise, and the better brand awareness you’ll receive.
4. Use Amazon for Your Site’s Benefit
Please note: Amazon hates it when you direct customers off of their site towards your own, so you can’t put your web address anywhere in the description, bullet points, packaging or anything else they see. It’s a sure-fire way to get your account shut down almost immediately. Don’t do it.
What you can do, however, is leverage the reviews you receive on your product page for testimonials on your own site. You can also use Amazon solely as a fulfillment center using their multi-channel fulfillment capabilities, which will greatly increase customer confidence in your business. If you’re feeling particularly adventurous, look into opening up stores on international Amazon markets, such as Amazon.co.uk (UK) or Amazon.co.jp (Japan). Even though you can’t point their traffic to your site directly, there are still several ways you can use Amazon to your own advantage.