What is Amazon Marketing? How it helps in Business?

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What is Amazon Marketing and Amazon Marketing Service?


Amazon is one of the biggest platforms for businesses to promote and sell their products. Almost 65% of people who shop online choose Amazon as their first choice to find any type of product. Amazon marketing services was launched in 2012 on the basis of pay per click-PPC format of advertising. Here a seller can sell its product by advertising in front of the right customer. These ads contain relevant keywords to attract the right customers through the ad campaigns.

Amazon advertising is growing at a fast rate due to very high competition amongst its sellers. Sellers also need strategic and flexible planning around these ads to bring maximum profits their way.

With so many small and large businesses on the Amazon platform, it is very obvious for your business to get ignored. So, it’s important to form strategies that will work for your business and allow ROI to improve. So, love it or hate it you need Amazon marketing to present a strong brand to the customers.


Amazon marketing strategies and how to market your product on Amazon


The best amazon marketing strategies include;

1. Amazon SEO – mostly free of cost or non-paid

2. Amazon advertising – usually paid

3. External Marketing – could be paid or non-paid


Let us look at these strategies in brief to make sure your business does well on amazon.


1. Amazon SEO


Amazon SEO is used, to optimize the product pages and rank higher in Amazon’s organic search results. SEO – Search Engine Optimization helps rank your business higher for any specific product or service. Amazon is the number one Product Search engine for any product. So, it’s very important to optimize your business on Amazon. You can learn about SEO in detail over here.




It is very important for a business to recognize the right keywords for Amazon SEO marketing. With the right bundle of keywords, you can reach the right customers and make your product gain more visibility.


Product Details Texts:


1. Information – Make your customer aware about your product by giving the right and necessary information which will influence their buying decision.

2. Communication – Make your customer aware about your product by giving them information about the benefits and features of your product. Tell them how that product is going to be beneficial.

3. Presentation – Structure your product information well enough to avoid ambiguity amongst the customers.


Product images:


We often get attracted to visually well-paced products. Give your customer a visual treat by adding high resolution, optimal amounts of images of your product.


Product Reviews:


Reviews play an important role. They create the make or break situation. Gain positive feedback from customers for your product. Look into the negative feedback and try to overcome the short backs.




Answer the unaddressed or unanswered questions of your customers. Clear their doubts thoroughly. Customers usually ask questions related to product details that they did not find in the product information. Note that down and may be rectify your product information again.


Product Information:


Give your customer some additional information related to the product. It could be Material used, length, weight, or efficiency of the product. This information makes it easy for the product finder to locate your product.




Price depends upon the competitive level around a keyword. For organic ranking, an attractive price would really well. Be attentive towards your competitors and keep an eye on their prices. Try to come up with a more competitive business.


Shipping Service:


We have seen the Fulfillment By Amazon – FBA tag for most of the products. And this tag makes a positive impact on your product. Customers with Amazon Prime membership prefer buying FBA products as it does not require customers to pay shipping fees. Your ranking will improve if you can achieve more sales through FBA.


2. Amazon marketing advertisements


Amazon marketing advertisements have gone through various changes over the years. You can see that they discontinued their initial Product Ads and Amazon Text Ads. They also renamed the eCommerce ads to product display ads. After all this evolution over the years, you will find that there are three main types now.

-Sponsored Product Ads

-Product Display Ads

-Headline Search Ads

Let us have a look at them one by one;


2.1 Amazon Sponsored Products Ads


Amazon Sponsored Products Ads function in two ways; either they are automatic i.e. content driven or manual i.e. keywords based. You can find these ads at the top or bottom of the SERPs and they also show up on the right rail of the page.

We all compare products all the time. That means we are looking for a product to purchase. At this point of time a customer is in the middle of the marketing funnel. This is the reason we call these ads as middle of the funnel ads because they will appear in front of the customer who is comparing different products.

Sponsored products ads give the opportunity to the advertiser or owner of the product to make the product visible to the customer amongst the top-ranking products, organic or non-organic.

These ads have a high conversion rate. They show up at the right time at the right place. They appear on the product details pages too, hard to miss right! But this situation varies from device to device.


  1. Desktop


-Above and below search results

-alongside search results

-product details/description page


  1. Mobile


-product details/description page

-below search results

Sponsored Products Ads are available in very few countries so far:









We cannot run Ads out of the blue without fulfilling certain conditions of Amazon. Let us know the requirements first to make the most of these Ads.

-Professional Seller Account

-Shipping to the Required address

-New products with product listings in more categories available

-Eligible listings for Buy Box

As discussed before the types for Sponsored product ads, Automatic or Manual, let’s dig deep!


Manual Targeting VS Automatic Targeting


For Manual targeting you can select the high ranked keywords. But a lot of owners or advertisers use a mix of both; manual plus automatic. 

For Automatic targeting your ads will be displayed to the customers based on the relevance of the content and the data related to conversions. This is done by the Amazon algorithm. A mix of both is helpful for the CPC – cost per click strategy.

What you can do is, run an Automatic campaign first and shift to manual as automatic Ads act as an investment to gain and collect important data. Use this data to run the Manual campaigns.

Now let’s have a look at the various ways you can turn the tables with the help of keywords. For Sponsored Products Ads there are two strategies to implement; Phrase match keywords or Exact match Keywords.


Exact Match Keywords VS Phrase Match Keywords


Exact match keywords are the exact words or search term one would use to find a product or service. So, the exact match keywords must be the exact word a user would use. Example, sunglasses or washing machines.

On the other hand, phrase match keywords are a collection of multiple terms. Example, what is CRO or what is web design.

Now, coming back to the most important part for running any ad campaign, the cost! The minimum daily budget for running an Amazon Sponsored Product Ad Campaign is around $1. You pay for the cost per click, i.e. only when a customer clicks on the ad.


2.2 Amazon Product Display Ads


Product Display Ads are PPC – pay per click Ads. These ads are interest based or product targeted ads. They appear on the right side of a product page below the shipping information and Buy Box. Product Display ads focus more on the product itself even if they appear like Sponsored Products ads. 

Product Display ads are available to all the owners who wish to advertise on Amazon. You will find this ad category further broken down into video ads, custom ads, and display ads.

Display ads show up on the Product details page, below search result, on top of the offer listing page, customer review page, and remarketing emails.

Video ads appear on the Amazon main site, and on devices like Fire TV, and across the web. You do not have to sell a product on Amazon to buy Amazon video ads.

These ads are considered as the bottom of the funnel ads. They appear at a stage where the customer is looking for a product to buy. This is the last ad a customer sees before making the purchase.

Product Display ads require less creativity as compared to Headline Search Ads. These ads let you have the privilege to select where exactly you want these ads to be displayed, competitor’s page or review page and so on.


Amazon Product Display ads appear on the desktop, application, and web pages as mentioned below;


-Customer Review pages

-Top of the offer listing page

-Review page

-Right side of search page

-Bottom of search page

-Marketing Emails by Amazon

As discussed earlier, these ads are shown based on Product targeting or Interest-based targeting. Let us see how that works.

Interest based targeting will bring quality traffic with volume, but the conversion rates are lower. Because these ads target people who have interest in the product but no intentions of buying the product. Reason could be that it is a new product, or you are trying to gather certain data.

Product based targeting gives a very high conversion rate because here the customer is interested not only in the product but also in buying it. But if you have a new product to sell on Amazon, it is better to go with interest-based targeting.

Lastly, coming back to the most part, the cost required to run these ad campaigns. The minimum CPC – cost per click for this type of ad is $0.02. You can set a budget of minimum $1 daily. $100 is the minimum budget for the entire ad campaign.


2.3 Amazon Headline Search Ads


Headline search ads were previously available only for vendors, but now it’s available for third party sellers too. This has led to increased competition for keywords. These ads are considered as top of the funnel ads. Customers are usually looking for a product at the beginning. So, these ads appear in the banner form at the start of their journey.

You have three options to display these ads to your customer. So, they click on the ad and follow the product page.


-Custom URL


Make your custom URLs from three main products that you have. You can create a custom landing page with these top three product ASINs (Amazon Standard Identification Number) clubbed in the URL.


-Amazon Store


Store Builder – You can create very engaging amazon stores with a store builder. The page building experience becomes very simple as easy-to-use templates are available.

Media Content – having really amazing images, texts and other things makes the shopping experience for a customer very rewarding with rich content.

Multi-page Experience – Multi-page provision by amazon store can be used to create brand awareness and reveal your products to the customer.


-Best-selling Product Page


Best-selling product page will be your landing page for the brand. This builds trust with the customer as it appears at the top of the funnel in a customers’ journey.

Avoid the friction for your customers and make the most relevant product visible to them. You can choose the keywords, or you can come up with your own. Headline Search ads support exact and phrase match keywords type. Synonyms are not supported here.

Make sure that the headline and the entire ad text consist of relevant keywords. This will increase the conversion rate.

Lastly, coming back to the most important part, the cost structure for this ad campaign. You can set up an average minimum daily budget of $1. The entire ad campaign would cost a minimum of $100.


3. External Amazon Marketing:


This is basically off – Amazon Marketing. Generate leads towards amazon and make sales, apparently more profit. You can generate a link on an external page that will lead to the product on Amazon. Unlike Google, on Amazon the ranking improves only if a purchase is made. Off marketing helps in organic ranking. Let us understand the Amazon Marketing External Strategies.


PPC Ads:


You can generate external links for PPC ads like Facebook ads, Google ads, or banners. When a user clicks on the link for the product, it will redirect the user to the Amazon product page.


Newsletter or Emails:


Generate emails to reach the inbox of your customers to offer a new product. Link it to the product on amazon so that your customers can conveniently reach the product and buy it. This is off marketing by generating additional sales.


Content Targeting:


Reach out to all those famous bloggers, Instagramers, Youtubers, influencers in short! Ask them to test your product and publish the results on their channels so that their followers notice your product. Also don’t forget to link the products.


Coupons / Offers:


Publish Amazon coupon codes on well-known coupon sites like frugaa.com, coupons.com. Your interested customers will redeem those coupon codes by visiting the Amazon site. This will generate more leads and indirect sales.


Social Media:


Create official pages for your business to market your product on social media. As social media is getting more popular, it helps in creating brand awareness, make a strong connection with customers. You can arrange various competitions and lead the participants to your product on Amazon.


Amazon Analytics


Well as the name suggests, Amazon analytics will give you the insights of the consumer behavior, like what are the consumers searching for, what are they buying and how many times. You can look for ‘Brand Analytics’ to see how your brand is performing.

There are six amazon brand analytics report categories so far. Let us have a look at those!


1. Demographics Report


This report will provide you with information about your buyer. The information includes age, gender, income, and marital status. You can adjust your marketing campaigns (which we have seen in the above part of this article) according to your customer behavior and basic data.


2. Alternate Purchase Report


This report will show you the top five products bought by the customers excluding your product. You can study and see why your product is under performing. So, to improve the performance you can study the shortcomings of your ad campaigns, strategies and the product.


3. Repeat Purchase Behavior Report


This report gives the total number of orders for a consumers’ products. You will also know the total number of unique customers. By studying the consumer behavior you can narrow down the specific characteristic of the customer influencing repeat behavior.


4. Amazon Search Terms Report


This report gives you the most popular term searched for in the Amazon store. It also gives you the information about the time period in which it was searched for. The report will show you the top three products that customers clicked on after looking for a specific product based on that term. With this you can choose the correct keywords to use for your brand.


5. Market Basket Report


This report will give you the information regarding the top three products most frequently bought along with your product at the same time. We see the term ‘add on’, or ‘customers also bought’, apparently this report will help you identify the products that can be added along with the sole product to combine with.


6. Item Comparison Report


This report will help you find the top five products viewed on the same day as your brand’s product. This will tell you who your competitors are and how they are different from you. 




-Safe environment for brands to advertise

-Better quality

-Decrease in sales cycle

-Quality data available about customers in massive quantity 

-Privilege to track results and take decisions based on data available

-Creating Brand awareness 

-Data available to understand changing consumer behaviour, which helps in building better strategies

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By Media Lab
19 June 2021

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