Amazon Advertising Archives

Amazon Email Marketing: 3 Strategies To Boost Sales and Grow Your Brand

Amazon is the world’s top retailer, with its ecommerce sales expected to reach $746.22 billion in 2023. So selling on Amazon can be a lucrative venture for many sellers.

Email marketing is a good way to reach your Amazon customers and promote your products. In fact, the Litmus State of Email Report shares that email marketing is the most effective marketing channel to grow your sales and revenue.

That said, Amazon has strict rules on how sellers should communicate with customers. For example, you can only send permitted Amazon seller messages to shoppers who reach out with purchase-related queries. Emails like discount offers, order confirmations, and thank you notes are prohibited.

As a result, you need to explore other options to engage customers better and build your ecommerce business. We’ll look at three ways to do so to help you boost customer engagement and sales without breaking Amazon rules.

1. Build Your Own Email List

Building an email list directly on the Amazon platform may cause the ecommerce retailer to suspend your store permanently. That means you can only communicate with buyers in the Amazon Buyer-Seller messenger.

Although you can send promotional emails using the Tailored Audiences tool, you can only do so from the Amazon domain. And you still won’t own your customers’ email addresses.

That’s why you need a proactive strategy to acquire customers’ emails outside of Amazon’s platform, where you can communicate with repeat customers and market your products without breaking Amazon’s rules.

With that in mind, let’s look at some ways to build an email list outside of Amazon:

Add Popup and Sign-Up Forms to Your Homepage

Popup and sign-up forms help you grow an email list of permission-based, engaged subscribers. As a result, these forms can be excellent tools to grow your list through your ecommerce website.

You can use an email marketing service like Sender to create beautiful popups and sign-up forms to boost your chances of grabbing visitors’ attention and getting them to sign up for your email list.

Create Squeeze Pages

A squeeze page is a special landing page designed to capture email addresses from visitors by restricting access to specific content, which the user can access after giving their contact information.

Squeeze pages are usually short, but they almost always include the following:

A headline that clearly shows the benefit you’re offering;
Supporting text that gives the website visitor enough information to make a decision;
A signup form embedded on the page with one or two fields that allow users to opt in without leaving the page.

Here’s an example from Marie Forleo, an influential entrepreneur and motivational speaker:

The squeeze page is effective because of the following:

A headline with an offer that’s hard to ignore — Learn How to Get Anything You Want;
Clear call-to-action (CTA) encouraging users to act immediately;
Assurance that users can unsubscribe anytime.

Use Social Media Marketing to Generate Email Signups

Your social media fans typically follow you because they enjoy your content. That’s why promoting your email list on social media platforms is an excellent way to grow customer engagement.

One of the most effective ways to achieve that is to use the bio section since it’s what people see first when they land on your social media profile. Moreover, you can use that section to talk more about your business, so users can understand the advantages of joining your email list.

Here’s an example from OmieLife:

The brand offers a 10% discount on the first order to entice followers to subscribe to its email list.

2. Offer Customers Valuable Content Consistently

Offering valuable content to your recipients consistently will help you build customer loyalty. A 2023 Semrush report shows that 44% of brands succeeded in their marketing efforts by improving the value and quality of their content.

When done well, sharing valuable content with prospects can help guide them through the customer journey and increase sales.

Some examples of how you can share high-quality content with your Amazon customers include:

Creating video tutorials to demonstrate how your products work;
Adding quality product images to your emails;
Sending regular Amazon emails that address customers’ concerns.

With that in mind, let’s look at some effective marketing emails you can send to customers to engage them and increase sales and revenue:

Welcome Emails

Welcome emails are the first messages you send recipients after they purchase something from your ecommerce store or join your email list. According to Invesp, 74% of consumers expect a welcome email after joining your subscriber list.

Welcome emails establish your relationship with new customers. Therefore, you can use these emails to tell your brand’s story and highlight what makes your business unique to boost customer engagement.

Here’s an example from Spotify:

Review Request Emails

A review request email is sent to consumers for feedback on your products or services and customer interactions. According to a 2023 BrightLocal Consumer Survey, 34% of customers said they’d leave a review if you requested them to do so through email.

As a result, an Amazon feedback request email will help you collect crucial findings about your products from customers. That way, you can improve your Amazon email campaigns and offer shoppers better experiences.

Here’s a brilliant review request email from J.Crew:

Anniversary Emails

Anniversary emails are automated messages you send to recipients to celebrate the day they purchased their first product from your ecommerce website. These emails encourage high-spend customers to buy more, increasing your sales and customer retention.

Anniversary emails typically have personalized offers, such as discounts and coupons, to increase open and click-through rates.

Here’s an excellent example from Busuu:

Product Update Emails

If you’ve taken the time to implement a new feature into your product, don’t be shy about letting subscribers know about it. Only make sure to frame these emails as up-to-date and ready to address your customers’ biggest challenges.

Doing so will help you improve customer satisfaction, user engagement, and even revenue.

Here’s a brilliant product update example from Worksuite:

Promotional Emails

Promotional emails are messages that offer incentives to customers to encourage them to make a purchase so you can drive sales and revenue. Most often, the emails have a limited time, so customers feel the need to act fast.

You can create promotional emails for:

Seasonal or holiday sales;
New arrivals;
Customer-exclusive deals;
Contests and giveaways.

Here’s an example from Barnes & Noble:

3. Use Social Proof To Build Credibility and Trust

In today’s digital world, credibility and trust are key elements for a business to succeed. And using social proof in your Amazon email marketing campaigns is an excellent way to achieve that.

The report from BrightLocal shows that 81% of shoppers are likely or highly likely to give a positive review if they feel your brand went above and beyond to offer them an exceptional experience. So give your Amazon customers what they want.

For instance, you can use interviews and surveys to determine specific issues consumers face when using or purchasing your products on Amazon. Then, use your emails to show them how to solve the problems.

As a result, you’ll get positive testimonials and reviews to attract potential customers and establish your brand as credible and trustworthy.

Best Tools To Build Your Amazon Email Marketing Strategy

An email marketing tool will help you build your subscriber list and create email drip campaigns that offer personalized and valuable content to customers.

Let’s look at some of the best email marketing platforms that can help you engage customers:

1. Sender

Sender is an affordable and powerful email and SMS automation tool that empowers you to engage with your customers and grow your brand and revenue.

The platform lets you easily create and send stunning emails, which you can pick from its library of premade templates or design your own in minutes with a drag-and-drop builder. You can also create beautiful popups and forms to generate leads and convert them to customers.

On top of that, you can build high-converting automated workflows with custom triggers to deliver targeted, personalized, and perfectly-timed emails to your subscriber list. That way, you’re able to help prospects become customers faster.

Key Features:

Email and SMS marketing automation;
High-converting popups and sign-up forms;
Drag-and-drop design builder and free library of prebuilt templates;
Smart segmentation and personalization;
Real-time reporting and analytics to track your Amazon email campaign performance.

Pricing: Free Forever plan. Premium plans start at $8 per month for up to 2,500 subscribers.

2. HubSpot

HubSpot is a marketing platform that offers free email marketing capabilities with advanced functionalities designed to help Amazon sellers grow their sales. The marketing software provides customer relationship management (CRM), sales tools, automation workflows, a website builder, and an operations hub.

You can use data from their advanced CRM system to deliver personalized user experiences. That means you’re able to design customized email campaigns for each customer based on their needs and preferences.

HubSpot also includes features like contact forms, popups, live chat, and other tools to build your subscriber list.

Key Features:

Sync your customer data with HubSpot CRM;
Email personalization and segmentation;
A/B testing and analytics to optimize your Amazon email marketing campaigns.

Pricing: Free plan. Premium plans start at $20 per month for up to 1,000 marketing contacts.

3. Klaviyo

Klaviyo is an email marketing service provider that allows Amazon sellers to create effective sign-up forms and popups for lead generation.

The tool also offers attractive templates that work with dynamic blocks. As a result, you can modify the template and choose what customers see based on their data.

In addition, Klaviyo lets you segment your customers and analyze data to help you focus on personalization, automate various emails, and boost your ROI.

Key Features

Email marketing automation;
Predictive analysis;
Personalization and advanced segmentation;
Performance and reporting metrics for your Amazon email campaigns.

Pricing: Free plan. Premium plans start at $20 per month for up to 500 contacts.

4. Mailchimp

Mailchimp is a platform that offers email marketing for Amazon sellers. It helps them set up automation workflows that trigger messages based on customer behavior. As a result, Amazon sellers are able to drive more engagement and sales.

The email marketing tool also helps you deliver personalized emails based on chat interactions, support tickets, and survey responses to boost customer loyalty and growth.

Mailchimp also integrates with your frequently used tools to help you send subscribers more data-driven and relevant messages to increase customer lifetime value.

Key Features:

Email automation features to send welcome, re-engagement, and abandoned cart emails;
Real-time reports and analytics;
Content Optimizer for AI-powered email campaign improvements;
Prebuilt templates to create landing pages and popup forms.

Pricing: Free plan. Premium plans start at $13 per month for up to 500 contacts.

5. GetResponse

GetResponse is a complete Amazon customer engagement tool that enables sellers to drive more sales.

The platform enables you to create various segments and send targeted and highly personalized email campaigns using data from your GetResponse account.

GetResponse also integrates with other business tools, which can open opportunities for upselling, cross-selling, repeat sales, and add-on sales.

Key Features:

Drag-and-drop email editor and prebuilt templates;
Upsell and cross-sell email campaigns;
Advanced segmentation.

Pricing: Free 30-day trial. Premium plans start at $15.58 per month (billed yearly).

Key Takeaways

The return on investment (ROI) of a well-planned ecommerce email marketing campaign is pretty high. In fact, it has the highest ROI of any marketing method, returning around $38 for every dollar invested.

So if you’re an Amazon seller, email marketing can be an excellent tool to get more reviews, boost sales, and increase customer loyalty.

In summary, the best ways to engage customers without breaking Amazon rules include:

Building your own email list outside of Amazon;
Offering customers valuable content consistently;
Using social proof to build credibility and trust.

Using AI to Enhance Your Amazon Seller’s Performance

Artificial Intelligence (AI) is no longer just a buzzword coming from the tech department. It is a fully-fledged, transformative technology driving changes across various sectors in 2023 and beyond, with e-commerce as one of the forefronts.

If you’re an Amazon seller looking to outshine your competition, understanding and leveraging AI is like rocket fuel for your brand. This article will unveil how AI-powered tools like the evolving ChatGPT (or those that leverage generative APIs) can elevate your Amazon listings, predict market trends, and amplify your overall business performance.

AI: What It Is and How It Works

AI embodies the capacity of machines (i.e. computers) to perform tasks that require human-like associative, creative intelligence. Understanding language, recognizing patterns, solving problems, and learning from past data are just some capabilities associated with AI. These capabilities are constantly evolving i.e. GPT version 4 is out now, while a possible 5 is also in the works.

At the heart of AI are algorithms capable of processing vast amounts of data, learning from feedback, and enhancing performance over time through what s called “learning.” The basis of generative AI is decades-old “artificial neuron” research which has led to super complex algorithms today that mimic human thinking and learning in a frighteningly accurate way.

For now, the fundamental types of AI include:

Machine Learning: The art of teaching machines to learn from data and make predictions without explicit programming.
Natural Language Processing: Machines “understanding” and generating natural language, both text and speech.
Computer Vision: Machines recognizing and interpreting visual information, such as images or videos.
Deep Learning: A mathematical subset of machine learning using artificial neural networks to perform advanced tasks.

AI: An Amazon Seller’s Best Friend

Now, you might be wondering how such AI technologies can specifically benefit Amazon sellers. Here’s precisely how that might happen:

Optimizing Listings: Generative AI tools like ChatGPT can generate high-quality product descriptions that elevate your brand voice and target audience.
Forecasting Trends: AI can be used to predict customer demand and market changes by analyzing historical data, social media, and other sources.
Performance Enhancement: AI can be used to monitor your performance and identify areas for improvement using actionable insights provided by it.

And, incredibly, we’re still at the tip of the iceberg. Keep reading to discover even more benefits!

Boost Your Amazon Business with Viral Launch’s AI Tools

Viral Launch, a leading provider of state-of-the-art tools for Amazon sellers, offers a suite of solutions to research products, optimize listings, and analyze data.

Below are some ways you can potentially employ Viral Launch’s AI tools to enhance your Amazon seller’s performance:

Research Products: Discover profitable product ideas based on your criteria using the Product Discovery tool.
Optimize Listings: Create optimized listings using descriptions generated by AI tools like ChatGPT with the Listing Builder tool.
Launch Campaigns: Boost your product’s visibility and ranking by driving targeted traffic to your listing.
Track Keywords: Monitor your keyword ranking and performance on Amazon.
Analyze Data: Obtain in-depth data and insights on any product on Amazon.

Cybersecurity: Enhance Performance and Safeguard Your Business

While AI has the power to improve your Amazon seller’s performance, it can also potentially expose you to risks such as data breaches and cyberattacks. As such, protecting your online privacy with a reliable VPN (virtual private network) service is crucial.

A VPN (Virtual Private Network) encrypts your internet traffic and routes it through a secure server, protecting your data from potential threats and privacy breaches. It is essential to every individual and every business out there at the moment, especially as privacy concerns and cyber threats are at an all-time high this year.
Thus, as you can see, incorporating cybersecurity into your operations not only safeguards your business but also optimizes your overall performance. You can read more about enhancing overall performance with cybersecurity which covers fundamental cybersecurity tips.

Powering Your Amazon Business with AI and Cybersecurity

In the dynamic world of e-commerce, staying ahead of the competition requires a blend of strategic thinking and cutting-edge technology. Today, AI tools play an integral part in this equation, offering sellers the opportunity to transform their Amazon business. They allow for optimized listings, reliable forecast trends, and an improved ranking system, leading to an enhanced seller performance overall.

Leveraging AI, such as Viral Launch’s comprehensive suite of AI-powered tools, can significantly boost your business performance. With these tools, you gain insights that could redefine your product research strategy, enhance your listings with engaging descriptions, and effectively monitor keyword performance. This suite can also empower you to drive targeted traffic to your listings, equipping you to make data-driven decisions that can change the course of your business.

Simultaneously, as you embrace AI’s potential, it is equally important to prioritize cybersecurity. It safeguards your business from potential risks like data breaches and cyberattacks, ensuring that the benefits of AI are not overshadowed by these concerns. By coupling the power of AI with robust cybersecurity measures, you can navigate the digital world confidently. You will be well-armed to handle the complexities of the rapidly evolving digital landscape and maintain your brand’s strength and credibility.

To further underline the importance of cybersecurity, consider incorporating a reliable VPN service into your operations. It encrypts your internet traffic, protecting your data from potential threats, and is, therefore, a prudent choice in the current climate where privacy concerns and cyber threats are at an all-time high.

Indeed, the power of AI combined with a strong cybersecurity framework can fuel your Amazon business to reach new heights. The journey toward fully leveraging these resources may seem daunting, but remember that tools like Viral Launch are designed to assist and guide you along the way.

For a hands-on experience of the transformative impact of AI on your Amazon seller’s performance, consider signing up for a free trial. It’s time to experience first-hand the game-changing power of AI in the realm of e-commerce.

12 Tips to Quickly Increase Your E-Commerce Conversion Rate

E-Commerce businesses offer easy shopping from anywhere. However, the market is cluttered, making conversions challenging for businesses. There are 19.8 million e-Commerce sites, and without an effective strategy, conversion is a challenge.

You can measure conversions in terms of conversion rate, which can be measured by dividing the total number of conversions by total interactions. Converting your leads into sales is a challenge when the average attention span for a customer is 8 seconds.

Therefore, for an e-Commerce business to attract, nurture and convert a lead, the time constraint is higher, making strategic planning necessary.

Further, website speeds, personalization, and site navigation can also affect conversion rates. This article will focus on tips to help you improve e-Commerce conversion rates.

First, let’s understand what a good conversion rate is.

How to determine a reasonable conversion rate?

A key question most businesses face while planning for their e-Commerce website is what should be the conversion rate they can target. For example, research suggests that businesses have 2.35% conversion rate on average. At the same time, unicorns have more than an 11% conversion rate, which is five times more than the average rate.

However, companies with 2x conversion rates more than the average rate are at a better advantage. This is why conversion rates should end up being around 2 to 5%.

Top tips to improve conversion rates for your e-Commerce business

1. Speed matters

If you are an e-Commerce business, website speed is an essential aspect you must cover. Slower-loading websites can mean lost customers. If a website takes 2 seconds to load, the conversion rate is 1.68%. However, if the speed reduces to 3 seconds, the conversion rate is 1.12%.

Further, you get a 2.93% conversion rate decline when the website loads in 4 seconds.

There is no denying that improving website speeds significantly influence conversion rates. Now the question is how to ensure website-loading speed is lower, and user experience is better. You can use the page loading speeds easily using Google’s Page Speed tool.

There are many other tools that you can use:

Sematext
Pingdom Speed Test
Google PageSpeed Insights
Uptrends
WebPageTest
GTmetrix
Varvy Pagespeed Optimization
dotcom-monitor

Once you measure website loading speed, it is time to start optimizing it. Here are some tips to optimize website speed,

Segregate Complex content into blocks and sections for better visibility.
Employ visual hierarchy, which helps users to take desired actions; for example, you can highlight a specific CTA within your content that you need the users to click and take the desired action.
Make sure to repeat specific elements related to different CTAs to establish a relationship.

2. Use Skinner’s theory

A scientific way to improve e-Commerce conversion rates is to use Skinner’s theory. It helps in shaping the behavior of customers, in terms of the reinforcement and consequences. E-Commerce businesses can use Skinner’s theory to improve customer conversions by applying the principles to encourage them to complete desirable actions.

Using Skinner’s theory, here are some ways businesses can improve conversions on their e-Commerce website.

Positive reinforcement E-Commerce businesses can offer rewards or incentives to customers when they complete a specific set of actions like signing up for a newsletter, leaving a website review, or making a purchase. These rewards can include free shipping reward points or even discounts.
Negative reinforcement removes undesirable stimuli or factors inhibiting desired behavior from your customers; for example, you can offer limited time sales or exclusive discounts for specific categories of products you want to encourage your customers to buy, helping to keep them away from other products.
Behavioral reinforcement Use a gradual approach to encourage your customers to complete a purchase by strategically designing the entire user experience. For example, you can include personalized product recommendations, CTAs, and a seamless checkout process.

3. Optimize performance marketing!

As an e-Commerce business, you must also focus on performance marketing. It is a form of digital marketing emphasizing tangible results and providing ROI. Performance marketing follows a pay for performance model, which ensures that businesses only pay for successful outcomes.

It involves:

Affiliate marketing is a model where a business works with affiliates who promote e-Commerce products or services in exchange for a commission.
Native ads are blended into the website content so smoothly that it does not disturb the User experience, and the business pays for every conversion through these ads.
Sponsored content where the business pays influences to promote their products and create content that aligns with their brand messaging.
Paid search marketing is the model where businesses create advertising campaigns that tag specific keywords on search engines like Google and Bing.

4. Optimize your listings

There are many E-Commerce marketplaces like Amazon, eBay, and others where you need to optimize your listings for better visibility. If your product or service is listed optimally, the chances of e-Commerce conversion rate improvement increase.

Marketplaces like Amazon will have several products in different categories, and to stand out, between those products, you need to have a strategic listing plan.

Here are some tips that you can use to optimize Amazon lists,

Make sure your product has a description that is easy to understand
Don’t forget to add every specification required for the product
Ensure you have an educational video explaining how you can use the product
Use attractive titles and profound keyword research targeting long-tail and short-tail keywords
Conduct A/B testing with varying price points to understand the impact on sales
Use high-quality images to attract customers and display every tiny detail

Apart from Amazon, you also need to optimize listings across other marketplaces. It will help your e-commerce business improve conversions on the marketplace, not just your website. You can use many listing optimization tools.

For example, Viral Launch’s listing optimization tools like listing analyzer, builder, and keyword manager ensure your product listings are optimized. These tools come with intelligent insights and automation features for your product listings.

5. Keep your e-Commerce site secure

Designing your website or applying the principle of skinners theory can help convert better, but if it is not secure, you may lose customers. Trust is crucial for e-Commerce conversions, so you must ensure your website is susceptible to cyber-attacks.

For example, a typical cyberattack that websites face is a man-in-the-middle (MITM) attack. E-Commerce businesses can leverage SSL certificates and reduce the chances of MITM. Such attacks allow hackers to steal information in transit between a server and a browser. Nowadays, SSL certificate cost is not a hurdle for the security of your site. Many authorized SSL providers offer low cost SSL cert.

Fortunately, SSL certificates use cryptographic encryptions, which secure the data in transit between a server and the browser.

6. Have an enhanced checkout process

Smoother checkouts are a prerequisite for a better e-Commerce conversion rate. Securing your website with an SSL certificate or designing it elegantly may not be enough. You need a checkout process that reduces the time to make the final purchase.

Increasing sales in e-Commerce through a checkout page:

Checkout pages have a direct connection with sales. So think of a customer, who is ready to take the desired action but has issues with:

Payment options
Longer checkout time
Non-responsive elements
Surprise or hidden costs
Higher shipping prices
Navigational issues
Rejection of coupon codes

All of these can lead to cart abandonment. Therefore, an e-Commerce business needs to make sure:

There are multiple payment options
Guest checkout options that do not require logins
Highly responsive website
Transparency of costs
Lower prices or free shipping
Smoother navigation
Discounts support

7. Retarget your customers

Cart abandonment is one of the significant challenges you may face as an e-Commerce business. It can affect conversion rates, so you need to retarget such customers.

Devise a marketing plan with retargeting marketing efforts through:

Introduction of new categories of products
Retargeting the audience and communicating features they missed
Offering discounts on existing services or products
Using personalized recommendations
Leverage experience marketing by offering free trials or samples

Signing Off

E-Commerce business is booming, but at the same time, the market is cluttered with several new players entering it. Therefore, increasing your e-Commerce conversion rate requires special effort amidst several players.

From applying principles of customer persuasion, design thinking, listing optimization, and security, you need to strategize the entire experience. However, which path you choose will depend on the requirements of the site and customer.

Amazon Removes Editorial Recommendations: How Brands Can Adapt

In recent news, Amazon has made a significant change that has slid under the radar and gone unnoticed by many. Amazon has removed editorial recommendations from its search results. This change has forced some brands to pivot their marketing strategies and focus on other methods to get their products seen.

What are (or were) Amazon editorial recommendations?

The editorial recommendations on Amazon have been a valuable tool for both brands and consumers alike. Positioned prominently on the first page of search results, these recommendations showcase a curated selection of items that have garnered recognition from third-party editors, writers, influencers, and publishers who deem them as top contenders within their respective categories. However, with the recent change, these recommendations are no longer visible in search results.

Sellers greatly benefited from the inclusion of their listings in the editorial recommendations section as it held a prominent position on the first page of search results. These recommendations not only enhanced the shopping experience for customers but also simplified product research. It served as trusted endorsements from publishers and content creators within the specific product category. The presence of an editorial review would significantly boost clicks and sales for sellers, making it a valuable asset for driving success in their listings.

How Can Brands Adapt ?

Amazon PPC

So what does this mean for brands and their marketing strategies? On one hand, this change opens up another pay-per-click (PPC) slot on Amazon, which can drive down the cost per click as bids are spread out over more slots. This can be seen as a positive development for brands, especially ones that don’t have high ratings or many reviews.

For Amazon sellers looking to navigate the changing landscape of Amazon advertising, Viral Launch’s Kinetic Amazon PPC tool can provide a valuable solution. This tool offers a range of features to help sellers manage their Amazon PPC campaigns, including the ability to create rules, automate campaigns, and monitor results. Additionally, the tool provides data that allows for informed decision-making and can help sellers optimize their campaigns for maximum results. With Viral Launch’s Amazon PPC Kinetic tool, Amazon sellers can stay ahead of the curve and achieve their advertising goals on the platform.

Drive Organic Traffic

On the other hand, this change also means that brands will need to pivot their editorial marketing strategies to focus on organic traffic. This could include investing more in content marketing and influencer partnerships to generate buzz. By focusing on building relationships with influencers and editors in their niche, brands can continue to drive organic traffic by earning more editorial placements.

Final Thoughts

To sum up, Amazon’s decision to remove editorial recommendations from search results is a game-changer for brands and requires them to reevaluate their marketing strategies. While the removal of these recommendations opens up another PPC slot, brands need to pivot towards generating organic traffic from editorials. This may involve investing in content marketing, building relationships with influencers and editors, and being creative when it comes to attracting and retaining customers. With the right approach, brands can continue to thrive on Amazon and achieve their sales goals.

Pinterest Announces Amazon Ads Partnership

Recently, Pinterest announced a third-party advertising partnership with Amazon Ads.

Pinterest is a social media website and app that works as a visual discovery engine. It provides inspiration on ideas like recipes, home decorations, style tips, and more. With 463 million monthly users, Pinterest ranks in the top-15 social networks worldwide. This presents a tremendous opportunity for online businesses to get their products in front of an active and engaged audience.

The partnership will be implemented over the next few quarters and is expected to begin rolling out later in 2023.

“This milestone partnership will add to the great brands already on the platform and provide more comprehensiveness, shoppability, and a best-in-class buying experience for users, along with greater performance for brands and advertisers. This aligns with our goal of making every Pin shoppable so that we can enable as many users as possible to bring their dreams to life.”
Bill Ready, CEO of Pinterest

Amazon becomes the platform’s first third-party advertising partner, a noteworthy accomplishment that speaks to the strength of Amazon’s reach and the Amazon Ads platform. The announcement also continues the evolving growth of Amazon as an advertising giant.

“Amazon Ads is delighted to partner with Pinterest and make it even easier for customers to discover and buy relevant products through shoppable content, while also providing differentiated value for brands.”
Paul Kotas, Senior Vice President of Amazon

What Does It Mean for Amazon Sellers?

First, the partnership should be phenomenal news for those who sell on Amazon. The potential ability to reach 463 million monthly users is no small feat, even compared to Amazon’s gargantuan reach. If Pinterest were a country and the users were citizens, it would rank ahead of the United States as the third-largest country in the world.

Even better, the Pinterest audience offers a unique advantage regarding segmentation and buyer intent thanks to its primary uses. Whether a user seeks inspiration for home decorations, seasonal fashion, dinner recipes, or virtually anything you might use Pinterest for, they will likely need products associated with their search. Compared to social media networks like Facebook and Twitter where most users aren’t necessarily searching for a product, Pinterest users are almost exclusively looking for products.

For example, the average Facebook or Twitter user might get on the app for news, to check in with friends, or staying up-to-date on pop culture events. However, the typical Pinterest user searches for new recipes, clothes, and crafts. Even after segmenting users, displaying your product in front of an interested customer can be a guessing game on Facebook or Twitter. But on Pinterest, you may soon be able to put your product front and center for a potential customer looking for your goods based on their Pins.

The partnership stays in line with recent trends, as an increased emphasis on advertising on video-based social media platforms like TikTok and Instagram Reels have created plenty of buzz and opportunity in the market. Pinterest features both image and video posts and has prioritized video content and user-generated content since TikTok’s emergence.

Optimize Your PPC Campaigns With Automation

All things considered, implementing Amazon Ads on Pinterest will likely heat up the competitive marketplace. It remains to be seen how the integration will go. However, it’s difficult to imagine a situation where this partnership doesn’t lead to a more competitive advertising market. Sellers who nail their advertising strategy and execution, though, can experience more reward.

With that in mind, there’s no better time to refine your Amazon PPC game plan! And there’s no better way to create, customize, and manage your Amazon advertising methods than Kinetic PPC.

Optimize your Amazon PPC advertising for Pinterest with Kinetic.

Kinetic PPC is Viral Launch’s state-of-the-art tool to automate your advertising on Amazon. The innovative Amazon PPC software improves your campaigns with in-depth reporting of campaigns, keywords, and search terms. Kinetic utilizes artificial intelligence to make data-informed suggestions. It allows you to create customized rules for maximum performance at the keyword and ASIN levels.

For example, you can create custom rules to increase spending on high-converting keywords or shut off spending on duds. Utilize the pre-made templates within the tool to get started or create your own to flex your advertising muscle and accomplish your advertising goals.

Still, if handing over your Amazon advertising to a tool feels daunting, no worries. Kinetic contains built-in safety checks you can set to manual mode, allowing you to see the recommended actions before putting them into motion.

As Amazon Ads move to Pinterest and possibly other platforms, sellers who develop high-performing strategies and tactics will be richly rewarded. Get ahead of the game with a 14-day free trial of Kinetic PPC and see what it can do for your online business!

Amazon Influencer Program: Effective Marketing Tool for Amazon Sellers

As an Amazon seller, you are probably aware of the numerous marketing tools and programs available to help you promote your products and increase your sales. One such program that has gained popularity in recent years is the Amazon Influencer Program. But is this program really effective? In this blog post, we will explore it and its benefits for Amazon sellers.

Influencer marketing has become an increasingly popular strategy for brands to reach new audiences and drive sales. By partnering with influencers who have a strong social media presence and engaged following, brands can leverage their influence and credibility to promote their products to a wider audience. According to a survey by Influencer Marketing Hub, 63% of marketers intend to increase their influencer marketing budgets in 2021, highlighting the effectiveness of this strategy. Brands can benefit from influencer marketing by reaching new audiences, increasing brand awareness, building trust and credibility, and ultimately driving sales. Additionally, influencer marketing can be more cost-effective than traditional advertising methods, making it an attractive option for brands of all sizes. By collaborating with influencers (and developing a strong influencer marketing strategy), brands can tap into the power of influencer marketing to achieve their business goals.

What is the Amazon Influencer Program?

The Amazon Influencer Program allows social media influencers to earn money by promoting Amazon products to their followers. Amazon influencers receive a unique storefront URL that they can use to showcase their favorite products to their followers. When a follower clicks on a product and makes a purchase, the influencer earns a commission.

The Amazon Influencer Program is different from the Amazon Affiliate Program. The affiliate program is open to anyone who wants to promote Amazon products and earn a commission on sales. The Influencer Program is only available to social media influencers with a significant following on social media platforms like Instagram, YouTube, Twitter, and Facebook.

How to Become an Amazon Influencer

If you are interested in becoming an Amazon influencer, here are some tips to help you get started:

Keep in mind that the Amazon Influencer Program is invitation-only, and meeting the eligibility requirements does not guarantee acceptance. However, by creating consistent high-quality content and

Keep in mind that the Amazon Influencer Program is invitation-only, and meeting the eligibility requirements does not guarantee acceptance. However, by creating consistent high-quality content and building a strong following, you can increase your chances of being accepted into the program.

Eligibility Requirements:

To become an Amazon influencer, you need to meet the following eligibility requirements:

You must have a YouTube, Instagram, Twitter, or Facebook account with a significant number of followers.
Your social media account must be active and in good standing.
Your social media account must be public.
Your content must be relevant to Amazon’s product offerings.

If you meet these requirements, you can apply to the Amazon Influencer Program through your Amazon Associate account. Once your application is approved, you will receive a unique storefront URL that you can share with your followers. You can customize your storefront with your favorite products and categories to make it more appealing to your followers.

Amazon Storefront

One way to maximize the benefits of the Amazon Influencer Program is to create an Amazon storefront. It should be noted that this Amazon Influencer storefront is different from an Amazon Seller Storefront. One being for an influencer, the other registered under the Brand Registry and for a brand.

The Amazon Influencer storefront is a curated page that displays all the products you recommend as an influencer. This makes it easier for your followers to find and purchase products you recommend, ultimately increasing your commission earnings.

How to create an Amazon Influencer storefront:

Sign up for the Amazon Influencer Program and get accepted.
Once accepted, you will receive a unique URL for your storefront.
Customize your storefront by choosing a theme and adding your logo and branding.
Add products to your storefront by searching for and selecting them from the Amazon catalog.
Organize your products into categories to make it easier for your followers to navigate.
Promote your storefront on your social media platforms and website to drive traffic and sales.

Creating an Amazon storefront is an excellent way to enhance your influencer marketing efforts and increase your earnings.

Benefits of the Influencer Program for Amazon Sellers

The Amazon Influencer Program can be an effective marketing tool for Amazon sellers for several reasons:

Reach a wider audience: By partnering with social media influencers, Amazon sellers can reach a wider audience that they may not have been able to reach on their own. Influencers have a loyal following of fans who trust their opinions and recommendations. When an influencer promotes a product, their followers are more likely to trust their endorsement and make a purchase.
Increase sales: The Amazon Influencer Program can help Amazon sellers increase their sales by driving traffic to their product listings. When an influencer promotes a product on their storefront, their followers can click on the product and make a purchase directly from Amazon. This can result in an increase in sales for the Amazon seller.
Cost-effective marketing: The Amazon Influencer Program can be a cost-effective marketing tool for Amazon sellers. Unlike traditional advertising methods like TV commercials and billboards, the Amazon Influencer Program allows sellers to promote their products through social media influencers at a lower cost.

How to Reach out to Amazon Influencers

Reaching out to (and working with) Amazon influencers can be a highly effective way to promote your products on Amazon. The first step is to identify influencers who are a good fit for your niche or category. You can do this by searching for influencers on Amazon’s Influencer Page, or by using third-party tools to find influencers who are already promoting products similar to yours. Once you’ve identified potential influencers, it’s important to reach out to them in a professional and engaging way.

Start by introducing yourself and your brand, and explain why you think the influencer would be a good fit for promoting your products. Be sure to offer them something of value, such as a discount on your products or an exclusive preview of new products. Finally, be open to negotiation and willing to work with the influencer to find a mutually beneficial arrangement. With the right approach, reaching out to Amazon influencers can be a highly effective way to promote your products and grow your business on Amazon.

Example Influencer Outreach Email

Dear [Influencer Name],

I hope this message finds you well. I came across your Amazon Influencer Page and was impressed by your content and engagement with your audience. I’m reaching out because I believe your influence and expertise could help promote our brand and products to a wider audience.

Our brand specializes in [describe your niche/category/products]. We’ve received great feedback from our customers and are confident that your followers would love our products as well. We would be happy to offer you a [percentage/discount/flat rate] on your first purchase, and additional discounts on future purchases, in exchange for your promotion of our brand.

We’re open to any ideas or suggestions you may have on how we can work together to promote our brand and products in a way that’s beneficial for both of us. We’re excited to hear back from you and hope to work with you soon.

Thank you for your time and consideration.

Best regards,

[Your Name]

Amazon Influencer Program vs Affiliate Program

One common question is, “What’s the difference between the Amazon Influencer Program and the Amazon Affiliate Program?” While both programs allow you to earn commissions on products you recommend, there are a few key differences.

The Amazon Influencer Program is designed specifically for social media influencers with large followings. Influencers who are accepted into the program receive a vanity URL, a curated storefront, and other tools to help them promote products to their followers.

The Amazon Affiliate Program, on the other hand, is open to anyone with a website, blog, or social media platform. Affiliate marketers receive a unique tracking code for each product they promote and earn commissions on any sales made through their links.

While both programs offer opportunities to earn commissions on Amazon products, the Influencer Program is more exclusive and provides additional tools and resources to help influencers succeed.

Conclusion

In conclusion, the Amazon Influencer Program can be an effective marketing tool for Amazon sellers. By partnering with social media influencers, Amazon sellers can reach a wider audience, increase their sales, and promote their products in a cost-effective way.

To become an Amazon influencer, focus on building a strong following on social media platforms, creating engaging content, and promoting Amazon products that are relevant to your audience. By following these tips, you can increase your chances of being accepted into the Amazon Influencer Program and maximizing its benefits.

Viral Launch’s comprehensive suite of Amazon software tools can help Amazon sellers get into influencer marketing. With Viral Launch’s Product Discovery tool, sellers can identify potential products that are currently being promoted by influencers. They can also use the Competitor Intelligence tool to identify competitors already using influencer marketing to promote their products. Viral Launch’s Market Intelligence tool can help sellers identify the most popular influencers in their niche or category, as well as track their performance over time. Additionally, the Listing Analyzer tool can help sellers optimize their product listings to maximize their chances of success with influencer marketing. By using Viral Launch’s suite of Amazon software tools, sellers can gain valuable insights and data that can help them develop an effective influencer marketing strategy.

FAQ

Can I use the Amazon Influencer Program to promote any product on Amazon?

No, you can only promote products that are available through the Amazon Influencer Program. These products are selected by Amazon and may vary depending on the category or niche you are promoting.

Can Amazon influencers collaborate with brands directly?

Yes, Amazon influencers can collaborate with brands directly outside of the program. However, any products promoted through an influencer’s Amazon storefront must be part of the program.

What is the difference between the Amazon Influencer Program and the Amazon Affiliate Program?

The Amazon Affiliate Program offers a commission on every sale made through an affiliate link, while the Influencer Program offers a commission on products that are specifically promoted through an influencer’s Amazon storefront.

Can I use the Amazon Influencer Program alongside other affiliate programs?

Yes, you can use the Amazon Influencer Program alongside other affiliate programs as long as you disclose this to your followers.

Selling Medical Supplies on Amazon

If the last few years have taught us anything, it’s how very precious and fragile good health really is. And what that means is that consumers of every age, ethnicity, gender, and social status are looking for new, better, and more affordable ways to cultivate long-lasting wellness. That also means that there has perhaps been no better time than now for clinics, healthcare facilities, and purveyors of medical products and services to consider selling medical supplies on amazon.

However, marketing your facility or your products on Amazon is likely going to require a markedly different approach to promotions than your business is used to. This article examines strategies medical practices and suppliers can use to achieve success selling medical supplies on amazon.

Making Money Selling on Amazon

It doesn’t seem to matter anymore what your industry is — if you’re not selling on Amazon, you’re missing out. In fact, reports show that 89% of Amazon sellers are profitable, and that 37% saw profits increase throughout 2022.

As more of the population become comfortable operating online, many of our needs previously defined by brick-and-mortar or in-person experiences are being revolutionized. Telehealth, for example, is facilitating long-distance connections between doctors and patients across the globe. In the same way, medical service and product providers are seeing success using the Amazon marketplace as well.

restricted categories on amazon: Getting the Appropriate Permissions

Amazon is, literally, the largest marketplace in human history. It enables sellers of every stripe to reach a truly global customer base.

Perhaps not surprisingly, though, access to medical products and service providers has traditionally been quite limited and subject to extensive federal and international regulation. That does not mean, however, that medical product providers and practices cannot avail themselves of Amazon’s tremendous market reach.

What it does mean, though, is that if you want to market your medical practice or product on Amazon Stores, you’re probably going to need to jump through some hoops. For instance, if your product or service is regulated by the FDA, as many health-related ones are, then you’re going to fall into a restricted category.

That will require you to meet certain conditions before you’re permitted to market your business, product, clinic, or service on Amazon. In most cases, this will require you to receive FDA approval, adhere to FDA standards, and comply with certain labeling requirements as defined by Amazon.

Using Data-driven Marketing

Once you have received the appropriate permissions and met the relevant requirements for marketing on Amazon, you can turn your attention to defining a platform that works. If you are a local medical practice or a smaller-scale manufacturer of medical products and devices, you aren’t likely to have much experience in marketing to a global audience.

The prospect may, indeed, be daunting, but don’t despair. Marketers today have more and better tools than ever before for understanding and reaching their target audience. The key to reaching your ideal client on Amazon is data.

Data-driven marketing enables you to understand who your target client is, what they want, what they need, and what they require. But these aren’t the only insights to be gleaned through data. Data can also help you define patterns of behavior in your target audience, including identifying the types of online content that pique their interest and generate the most clicks.

Once you’ve defined what kind of content your target audience is looking for regarding medical services, devices, and products, you can craft your Amazon marketing materials accordingly.

Marketing Your Practice Through Online Relationship Building

One of the most important things to bear in mind when you’re learning to leverage the power of Amazon to market your medical practice is that your goal is not to advertise. Your goal is to build relationships.

Marketing your medical practice, product, or service is, fundamentally, about starting an ongoing conversation with your target customer base. The Amazon Store is only one prong of a larger strategy in which you cultivate an engaging and engaged online presence in order to connect with your target audience.

Thus, linking your Amazon Store with your business’s website is an ideal way to take your business relationships from merely transactional to truly transformational. You might use blogs, discussion forums, and even online events to help your target clients learn about your practice, your company, and the products and services you provide.

In the process, you will be building a sense of community in your client base. The more audience members connect with you and with one another, the better able you will be to identify and respond to their evolving health needs.

The connected Amazon Store, then, is the domain where you endeavor to meet those needs. Your Amazon Store becomes the locale where you are able to respond to the conversation you are having with your clients through your product and service innovations featured there.

Selling Medical Supplies on Amazon: The Takeaway

The provision of medical products and services is truly a labor of love and, now more than ever, medical practices and health product companies can serve a global market. Unleashing the tremendous power of Amazon Stores is an ideal way to access this international customer base. However, doing so effectively requires strategy, calling on stakeholders to improve their marketing strategy for a new, more diverse, and far larger target audience. This requires marketers to ensure they have the appropriate permissions and adhere to relevant guidelines for marketing on Amazon.

This also requires marketers to tap into the tremendous power of data to define the target audience, understand their behavior, and align their marketing strategy accordingly. Finally, improving marketing through Amazon Stores means integrating Amazon into a more comprehensive and compelling digital strategy. Cultivating a robust digital presence enables medical practices and product purveyors to engage in an ongoing conversation with the target audience, building client relationships that can last a lifetime.

Viral Launch’s accurate data coupled with our powerful tools, provides Amazon sellers with everything they need to succeed. Create an effective marketing strategy, boost visibility, and see sales skyrocket with Viral Launch. Sign up today and get your first 14 days free!

E-commerce and Advertising

Corey Gary is Viral Launches amazing Demand Generation Strategist and Advertising Manager. This guest post written by Corey highlights the importance of E-commerce and Advertising in how they go hand in hand.

The beginning.

I started my career in Digital Marketing as an Analyst at an agency located in New York City. I joined an account with separate teams for programmatic, paid social, and E-comm. Since we rarely communicated with each other, I felt siloed and inefficient.

A few years and a few clients later, I’ve worked across almost all facets of Digital Marketing. I’ve run Display & Video as well as Search & Social ads. There have also been opportunities to buy programmatic podcast ads and CTV (connected TV ads). I also purchased a programmatic Digital-Out-Of-Home campaign where the vendor claimed they could change ads at a bus stop based on the interests of the people walking by. We ran this campaign before iOS 14.5 and increased privacy regulations.

Working on a channel-agnostic team of digital marketers not only rounded out my Working on a channel-Agnostic team of digital marketers not only rounded out my skill set but was best for the client’s expanding needs. Having multiple types of marketers on one team helped us own all stages of the digital marketing funnel.

Awareness campaigns matter for E-commerce and Advertising.

Awareness campaigns are excellent for large brands, but how about those small Amazon start-ups who don’t have millions of dollars to spend on billboards that connect to the Metaverse? That’s where e-commerce advertising is essential. Buying for conversions is where marketers can gauge the effectiveness of their campaigns. E-commerce advertising becomes essential once a consumer is familiar with a brand. As a consumer, if I allocate myself $150 for a new pair of running shoes, I can choose between big brands such as Nike or Adidas and Asics. Or, I can shop with up-and-comers like On and Hoka. These two shoe brands are agile and efficient in their digital marketing. Both On and HOKA have extensive running shoe digital marketing campaigns while the big brands are nonexistent on the SERP (Search Engine Landing Page).

As a consumer during the evaluation process of the marketing funnel: I decided to allocate my $150 depending on a wide range of criteria such as cost after taxes & shipping, quality of the product, reviews, merchant (Amazon or EastBay), and color. For the digital marketer on the other end of the purchase, yes, people buy running shoes based on color, guilty as charged.

The seller can optimize their ads to account for all these criteria to meet the customer when they’ve allocated time to research and budget. It takes time for the Digital Marketer to A/B test which ads perform best on a specific channel. Here’s one example.

On Amazon, an ad for the keyword [running shoe] could perform vastly different than an ad for the keyword [racing running shoe]. The first keyword is for buyers who want a running shoe but aren’t necessarily intense runners. However, [racing running shoe] clarifies that the buyer could be participating in this year’s New York City Marathon in addition to their local Turkey Trot. Viral Launch has expert-level keyword analysis software to help e-commerce marketers discover the best keywords to target for their online advertisement.

Conversions mean results.

So, why is it essential that all Digital Marketers learn E-commerce Advertising? Conversions drive business results, and ultimately the purpose of marketing is to have a positive return on investment. Marketers can spend all day ideating grand awareness campaigns. Still, conversion marketing is where CMO’s can go to stakeholders exclaiming, “look at how my campaigns drove an increase in sales with a positive.

Accessibility in Digital Marketing: Amazon Advertising

Accessibility is an integral part of a fair and just society; this does not exclude the online experience. Accessibility in digital marketing is frequently overlooked.

Without accessible goods and services, millions of people will be cut off from the products they need. In the US alone, 61 million Americans live with a disability that impacts their shopping and buying experience.

You can incorporate accessibility in digital marketing by accounting for the diverse needs of all users and consumers. This will improve your reach, strengthen your brand image, and ensure that all users can buy from your eCommerce site.

Common Mistakes

Offering accessibility in digital marketing isn’t just the right thing to do — it can save you from expensive litigation fees, too. Even major brands like Netflix and Nike have been sued for failing to provide an accessible web presence. As a growing brand, the last thing you need is legal battles and fines.

When developing your Amazon advertising, try to avoid common accessibility mistakes like:

Missing alt-text on images;
Using non-descriptive text for links;
Embedding non-accessible documents;
Using a low color contrast.

Avoiding these mistakes will ensure that most users can use your web content. However, you may still need to complete an accessibility audit with a licensed web developer to ensure that your content meets today’s standards.

Accessible Listing

As an Amazon seller, the listing is the most important piece of the marketing puzzle. Your Amazon listing has to double as a point of sale and a marketing opportunity. As such, you must ensure that your listing is fully accessible to all users.

Fortunately, Amazon itself is an accessible website. This means that you don’t have to worry about the code behind your listing or headline advertisement and can focus on the visual and written elements of your Amazon listing.

Ensure that you provide multiple images of your product so that visually impaired users have the best chance of seeing your offering. Fill out the keywords field, as this will be used as your alt-text for your product. While alt-text doesn’t need to be grammatically correct, it should make sense for users who are using screen readers.

Use a color-blind simulator to ensure that color-blind users can see your products. Keep your descriptions short and ensure that any anchor text you use is descriptive of the link’s destination.

You should also account for neurodiverse users who will come across your Amazon listing. Neurodiversity is an umbrella term that “covers multiple diagnoses” like autism spectrum disorder, dyslexia, and ADD/ADHD. You can help neurodiverse users interact with your Amazon listing by avoiding unnecessarily explosive language and metaphors and using better organization.

If you’re looking to increase traffic and convert more visitors into customers, we can help. Our listing optimization software tools will compile a comprehensive list of keywords for your product and title, helping you to reach new audiences and drive more traffic to your product listings. Assuring you’re able to produce high-quality, vivid product descriptions that highlight specific product information not located elsewhere on the listing – helping potential customers find and buy your products faster.

Social Media

Social media is an invaluable tool for Amazon eCommerce sites. A successful social media strategy can improve your reach and drive traffic toward your Amazon listing. However, you need to ensure that your social media posts are fully accessible before you begin your next campaign.

Start by choosing the right social channel for your business. Choosing the right platform will simplify your approach and make it easier to craft effective, accessible marketing. If you’re new to social media, consider creating a business page on Facebook and working with an influencer on Instagram or TikTok. These platforms will help build your brand awareness and gather vital customer reviews.

Make your Facebook page accessible by following social media accessibility guidelines. Caption all of your video content before you post it, and give context for animated GIFS. This will ensure that visually impaired users can understand and interact with your content. If you use emojis on Facebook, be aware of how screen readers will present the emoji to users.

Work with your chosen influencer to create accessible branded posts on Instagram or TikTok. Encourage them to capitalize each new word in their hashtags, as this will improve the screen reader’s effectiveness. A short description of the content can also help users understand the context of the post.

Websites and WCAG

If you host a website in addition to your Amazon listing, you need to meet Web Content Accessibility Guidelines (WCAG) standards. WCAG 2.0 is designed to help all users navigate web-based content with ease and independence. WCAG has four major indicators for accessibility:

Perceivable: can users tell that your content exists? Is your content perceivable to folks who are color blind, deaf, visually impaired, etc?
Operable: can users navigate your content? Is your website keyboard accessible? Do users have enough time to navigate the site before they are timed out?
Understandable: do you use unusual words or explosive language? Will all users be able to understand the abbreviations you use?
Robust: will your content be accessible in five years? Is it compatible with new models of screen readers?

Meeting these WCAG 2.0 standards ensures that your website is authentically accessible. This will drive more traffic toward your Amazon listing and will improve your digital brand presence.

Conclusion

Accessibility in digital marketing, specifically in Amazon ads, is an important part of your Amazon advertising strategy. Start by reviewing WCAG 2.0 guidelines and work with influencers who already understand how to create branded, accessible content on social media. You can also rewrite your alt-text and double-check your anchor text to ensure that your marketing is understandable and operable for all users.

If you’re still having trouble boosting traffic to your Amazon listings, you can also compare it to your competitors with the Viral Launch Google Chrome extension. You can also analyze which keywords you’re striving to rank for, and other Google trends.

Amazon Selling: How to Advertise Your Business During Major Sales Events

If the last few years have taught us anything, it’s the importance of being able to recognize changing conditions and adapt and adjust to changing conditions. This begs the question: How to advertise your business during major sales events?

On September 26th, Amazon officially announced the inaugural 48-hour Prime Early Access Sale slated for October 11th, leaving Amazon sellers just two weeks to prepare for what projects to be one of the biggest shopping events on the calendar.

While it had been rumored for months before it became official, the timing of the announcement leaves little time for Amazon businesses to stock up on supplies and optimize inventory. Additionally, the sale effectively speeds up the holiday shopping window.

Needless to say, the market conditions have changed.

For many Amazon sellers, advertising on Amazon can be a headache even on an average day. So how does a major sales event like Prime Day, the holiday season or Prime Early Access Sale change how to advertise your business?

Below, we’ll take a look at a few crucial pieces of advice and data points that may help you take control of what can be controlled at this point, and navigate through busy sales periods like a seasoned pro.

Know When The Math Changes

Photo by Andrea Piacquadio on Pexels.com

Perhaps it goes without saying, but it certainly helps to know when these busy sales periods are. With a heightened awareness of the potential of changing conditions comes a greater ability to act swiftly and decisively with confidence.

On rare occasions, times with drastic change can’t realistically be accounted for. But for the most part, Amazon sellers can do themselves a favor by anticipating seismic shifts in the market.

Even for savvy, longtime Amazon sellers, the rules and conditions they grew accustomed to disappeared when the COVID-19 pandemic disrupted normalcy around the globe, with plenty of trickle-down effects impacting the e-commerce and Amazon marketplace.

While the COVID-19 disruption served as an extreme example of how an agent of change can flip a marketplace on its head, we can apply that thought and learning experience to other avenues when business as usual takes a turn.

More typically, busy sales periods like Prime Day, Cyber Monday, Black Friday, the Prime Early Access Sale and holiday season will cause greater fluctuations in the market. If you sell a product with a greater deal of seasonality, the ability to forecast when sales will see an uptick or downtick in demand can have a great impact on the profitability of your ads.

High-traffic sales events up the ante in every way for Amazon businesses. It’s a key factor to consider when deciding how to advertise your business at these times. With more shoppers searching for a deal, the opportunity for record sales multiplies. But with that opportunity being there for the taking, the competition in the market intensifies.

Your typical ad bids that routinely win prime digital real estate are highly unlikely to get the job done during these high-sales periods, changing the math significantly in the battle between visibility and profitability.

Understanding Benefits Beyond The Obvious

Although it can be easy to focus on the big sales number during a major sales event, that big bag of cash isn’t the only thing to keep an eye on.

Without a doubt, seeing skyrocketing sales is always welcomed. But success during Prime Day or the Early Access Sale can do so much more, helping your business prosper far beyond the promotional period.

For example, increasing brand awareness and new-to-brand customers through advertising can go a long way toward earning sales all year long. According to an Amazon study, brands that advertised leading up to and during Prime Day showed a 216% increase in awareness and 214% increase in considerations, compared to the prior week.

The most difficult aspect of customer retention? Earning their purchase in the first place. Once a customer has purchased a product from your brand, they are much more likely to purchase yet again from you as long as they feel like they got a good return on their investment.

Additionally, the sales made during these multiplier events greatly affect your visibility going forward. When you achieve sales either via search or through keyword-targeting advertising, your product sees an increase in organic rank. With organic rank serving as the holy grail of profitable sales, a successful sales event can help your bottom line all year round.

Capitalizing on the influx of traffic during these sales events can become a foundational part of your year-round performance, bringing in repeat customers who seek out your product the next time they need it.

Because of the increased competition for eyeballs, your ACoS (average cost of sale) will likely increase, a metric sellers like to keep as low as possible. However, consider these ancillary benefits while concocting your strategy and use these extra wins as consolation for the added cost.

Balancing Sales and Profitability

Photo by EKATERINA BOLOVTSOVA on Pexels.com

For every seller, finding the perfect balance between advertising costs and profitability through conversion takes a large sample size of data and plenty of trial and error. And these numbers become warped on high-traffic sales events, but typical data can still be incredibly useful for mastering that balancing act.

One study conducted by Perpetua provides valuable insights into the numbers during July’s Prime Day 2022 compared to data in the month before and weeks after.

One of the more interesting figures from their case study shows that for Sponsored Products, Amazon businesses that increased ad spend by 50% saw a minimal rise in ACoS while experiencing a significant boost in conversion rates.

Graphic and data originally from perpetua.io.

In short, this data indicates that increasing ad spend to match the hype of these events can be quite profitable despite the rise in ACoS depending on your product, price point and ad spend budget.

If you can afford to raise your ad spend by a significant amount, you’re much more likely to see a positive return on ad spend. For those who choose to stick with business as normal or provide a meager boost to their ad spend, the return on your investment are more likely to disappoint.

How to Advertise Your Business: Execution

How Can You Execute These High-Opportunity Strategies?

For each and every product, the data changes can be drastically different, making it difficult to apply widescale rules to follow.

However, Viral Launch’s Kinetic tool makes creating profitable advertising campaigns and tracking performance as easy as can be via automation. With easy-to-create rules you can create to trigger action, you can optimize your ad spend by combining an informed strategy with state-of-the-art automation.

Within Kinetic, you can customize your advertising experience to match your goals and budget like never before. Create rules that increase ad spend for profitable campaigns and shut down campaigns or keywords where you’re not getting a proper return on investment once they’ve met the criteria you’ve set.

Kinetic PPC provides all the Amazon advertising functionality and tracking to help maximize your advertising success all year-long. However, it can be especially worthwhile when it comes to deciding how to advertise your business during high-velocity, high-stakes sales periods.

Set yourself up with Kinetic PPC today to manage campaigns, monitor keywords and product performance and optimize your advertising experience today.