Do you have trouble cutting through the competition and noise when you sell your products on Amazon? While Amazon internal marketing seems complicated, with the right strategies and tips, you can create an effective marketing strategy to increase clicks and sales.

Keep reading to discover 10 tips for creating a successful internal marketing strategy.

What Is Amazon Internal Marketing?

Amazon internal marketing refers to the techniques you use on the Amazon platform to market your products and convert page views to sales. If you sell products on Amazon, whether in the United States or globally, don’t overlook the importance of internal marketing in cutting through the growing competition and increasing your sales.

Amazon’s 10 Most Successful Internal Marketing Strategies

While external marketing is important, it’s just one piece of the marketing puzzle. These 10 internal marketing tips for Amazon can help you craft a marketing campaign that puts you ahead of your competitors.

1. Use Sponsored Ads

Amazon reports that 73% of its sellers buy ads using the platform’s built-in services. While other strategies are free, the success of any effective digital marketing strategy relies at least in part on these paid ads. You can utilize the following four types of sponsored ads through Amazon Marketing Services:

• Display ads: Display ads target users who have already expressed interest in your product. If you sell light bulbs, any user who searched for lightbulbs or viewed your product but didn’t buy might see your ad and make a purchase.
• Product ads: These ads entice buyers to purchase a specific product. When Amazon customers click the ad, it takes them directly to the product page. Amazon claims these ads increase views by 54% and sales by 40%.
• Brand ads: Brand ads are a more generalized form of product ads because they promote a specific brand using a custom headline. The ads lead users either to a store page or a designated product page.
• Amazon Stores: This feature allows you to build your own landing page for your store. When you set up a brand ad, customers who click will land on your landing page.

2. Finetune Ad Targeting

Targeting is the practice of showing your ads to a specific group of people. When you show ads to people who aren’t interested in your products, you’re wasting money.

Depending on the types of sales channels you use, you’ll need to adjust your ad targeting. Review data to correctly target your ads, and you’ll experience a higher clickthrough rate.

3. Bid Smart

As part of the advertising process, online retailers must bid on how much they’re willing to pay per click, with higher bids receiving priority placement. People new to marketing tend to bid relatively high as a means of securing more views, but this doesn’t always lead to more profit. Never spend more on ads than you make on sales.

Working with a digital marketing agency can help you find the perfect pay-per-click ad price point.

4. Design Simple Ads

People new to digital marketing often assume the more information a customer has, the more likely they are to purchase a product. While that belief holds some truth, an advertisement is not the place for dumping information. Amazon reports that advertisements that employ clear and concise messaging with a simple call to action increase clickthrough rates by 74%.

5. Test Your Ads

A/B testing is the process of comparing two versions of an ad to determine which performs better. Amazon internal marketing offers a built-in testing tool that allows you to tweak the following characteristics and more to improve ad performance:

• The ad or product title
• The product description
• The product price
• The ad’s creative elements
• The call to action

6. Apply Amazon SEO Best Practices

Much like Google, Amazon uses the following criteria and more to determine which products should rank higher when customers search for results:

• The quality of the information
• High-resolution and relevant images
• Relevant keywords and search terms
• Domain authority

Properly using these techniques can increase the traffic to your product pages without spending money.

7. Write Engaging Product Copy

Follow these tips to improve your ad copy and follow Amazon SEO guidelines:

• Optimize titles with relevant keywords, use proper grammar, and follow all of Amazon’s guidelines.
• Write descriptions that focus on a product’s unique properties and include all relevant information.
• Write product copy around 600 words long. Beyond this point, customers tend to lose interest.

8. Upload Quality Product Images

The main product image is usually the first impression a customer has of your store or product, and many choose to look through additional images for more clarity about what they’re buying. Amazon suggests using at least six images to maximize your SEO and help customers evaluate your product.

Use high-resolution pictures that show relevant aspects of the product and use informational helper text when necessary to point out details.

9. Encourage Reviews

Asking your customers to leave reviews of your products  shows Amazon that customers are engaging with your brand and builds trust with your consumers. Even bad reviews can have their place in increasing trust and ranking, and for the purposes of SEO, the quantity of reviews can matter more than the quality.

10. Format Product Details for Readability

Instead of using long blocks of text to highlight your product’s best features, use easy-to-read bullet points. If people can’t quickly determine the benefits of your product, they’ll look elsewhere. 

Customers are most likely to buy a product that offers convenience and solves a specific problem or fulfills a need. If they must work hard to determine whether your product can do that, they’ll likely find a competitor who says it more succinctly.

Let Click Fluency Help Optimize Your Marketing Strategy

Now that you’ve learned the basics of Amazon internal marketing, it might sound like a lot to take on yourself. The good news is you don’t have to! From interpreting the data you find on Amazon marketing cloud to crafting optimized product pages, Click Fluency specializes in helping you effectively market your products.

Schedule your free strategy session, and start your journey toward successful Amazon marketing.