We teach you some tricks to sell successfully on Amazon (III) I Amvos Digital

In our posts from March 10 and May 17, we mentioned some advice for becoming a successful seller on Amazon. 

This post continues on the arduous, somewhat confusing (and never-ending) task of guiding or giving clues, or ideas that might help you perform well.

Amazon Ads

We had left – not without some intentionality – one of the main “legs” that any sales channel has to drive the sales of its customers.

The truth is that most of the “sellers” think that Amazon is a medium acts a platform to undertake the adventure of digital sales: “about €40 of monthly fee (plus variable commissions per product sold), good is this: I upload my products, … and sell.” Obviously, the equation is not so simple, with very few exceptions: it is true that Amazon is the great digital supermarket, to which millions of shoppers come and gives you the “democratic” opportunity to access them; but in the same way – if not millions – yes, thousands of sellers will be equally ready for the task. And it will be the best positioned, those with a broader and more positive sales history, who will occupy the first places of search, so if you are not in this position, it will be difficult to get out of invisibility, even if your products have many intrinsic advantages The comparison would be as if you sold magnificent ties at a good price in a large store, but they are not exposed, they are hidden in the last drawer, at foot level, and, besides, the clerk is not willing to bend over, open the drawer and show customers these extraordinary ties. 

Well, to compensate for this lack of initial knowledge on the part of the public about your brand, there will be no other option but to allocate part of your budget to make use of and give your products the opportunity to be found in searches alongside the products of other sellers.

Advertising actions are not mandatory, of course, but we can say that they are almost necessary at an early stage, where the lack of estimates and history condemns you to irrelevance; but not only at that time, it is also recommended to dedicate marketing investments in more mature or later stages. 

How does Amazon ADS work? It’s a pay-per-click advertising model, in which Amazon offers exposure of its products through ads in different locations, with options to target the audience and pay only when users click. If a potential buyer doesn’t click, there will be no cost; If he clicks and does not buy, you will only have the cost of the click, but there is the call for attention and sales opportunities arise if your product is attractive and has a good quality/price ratio compared to competitors.

Amazon also offers different ad placements: inside Amazon’s own page, but also outside, thanks to the Amazon DSP that allows ads to be served on Amazon’s partner sites in banner format.

The main formats and options are:

• Sponsored Product Ads (Sponsored Products): These are paid based on clicks and are activated by the selected keywords (which can be broad, accurate, or phrase). Ads appear in places of design on Amazon, like the first search results.

• Featured ads from sponsored brands: Include your logo, a collection of your products, and a custom title. These are more branding-oriented ads, helping to increase brand awareness and engagement at scale. It’s advertising restricted to brand owners, and you need to sign up for Amazon’s Brand Registry to be able to use it.

• Display Ads (Sponsored Display): Display ads allow you to display ads in banner format with personalized creativity. They can be displayed within Amazon, in apps, or on third-party pages.

The manual advertising campaigns that can be done can be inspired by keywords (or keywords) or competing products. In the first option, you select a series of words that you want your products to try in the search results, and in the second option, you select a series of products that you consider as a reference of your competitors so that yours are displayed next to them when they are searched by buyers. You offer the maximum amount you want to pay when a buyer clicks on your product ad. The more competitive your bid is, the more likely your ad is to appear when it matches a customer’s purchase query.

Amazon also offers the possibility to use automatic targeting, by which you delegate the campaign to Amazon, and they (through its famous algorithm) search for matches between your ads and keywords and products to save you time and provide important information.

At first, automatic campaigns are highly recommended, to facilitate, regardless of whether you cause them to replace them or complement them with other manuals in other phases.

As for campaign spending, it’s very simple to set up: just set the duration of your campaign (or leave it indefinite to be always active) and set a daily budget per campaign. 

There are other more sophisticated possibilities such as making ads for videos, audio to be played on Amazon Music, or personalized ads such as online events, …