The Ultimate Amazon FBA Marketing Strategies Guide

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Running an Amazon FBA (Fulfillment by Amazon) store is a road filled with obstacles. Perhaps you launched your business with hopes that the world’s largest online marketplace could easily guide your sales. Yet, you probably soon realized just how fierce competition on Amazon really is. From what products you should sell to the kind of fulfillment process you use, you’re faced with a constant barrage of decisions critical to your bottom line.

Amazon FBA businesses -- which utilize the site’s own infrastructure for fulfillment -- often encounter roadblocks in their Amazon marketing strategy. After all, Amazon FBA marketing can be complex for the uninitiated. This guide will cover every aspect of marketing for FBA businesses, from effective tips to more known and detailed tactics you can use to supercharge your Amazon FBA marketing strategy starting today.

Optimize Your Amazon Listing:
The Key to More Product Sales

What is Amazon FBA vs FBM: How to Choose What's Best for You

In order to help your Amazon business flourish and thrive, you need to put marketing strategies in place that will carry your sales forward. But when it comes to marketing on Amazon, traditional methods aren’t enough. While traditional search engine optimization (SEO) can take you part of the way, it won’t give you the assistance you need to perform well within the Amazon algorithm. For that, you need to embrace Amazon SEO (i.e., tailor your keywords specifically to shoppers on the site).

Amazon SEO isn’t a set-it-and-forget-it tactic. You need to be constantly vigilant to maximize your profitability. So, to make your listings most effective, be willing to engage in a bit of trial and error. Here are the main takeaways you need to know regarding Amazon SEO best practices:

Do your research:

You’ll need some insight into your customer behavior to identify the best keywords. Include as many keywords as you think you need, especially long-tail keywords consisting of at least three words. Because Amazon shoppers tend to know exactly what they’re looking for, specificity is key.

Experiment with different pricing:

Customers aren’t solely driven by price, but it is a major factor when making a purchase decision. As such, you should aim to find that sweet spot between customer affordability and your own profit margin. If you price yourself too far away from your competition, it will hurt your Amazon SEO in the long run. Do your due diligence and market research.

Keep an eye on customer feedback:

You need to know how your customers think and what they value, especially when it comes to managing your reviews. You want to solicit feedback every chance you get, and of course, take heed when you get it. But also dig deeper into what your customers aren’t saying for even greater opportunities.

For optimizing your product listings in accordance with Amazon SEO best practices, you’ll need to refine a few key areas of your product listings:

Your product’s title:

As you optimize your Amazon product page, be sure to put all the most pertinent keywords into your product title. Be as specific as possible, trying to imagine what your ideal customer will be searching for. Include features that distinguish your product from the competition, like color, size, weight, materials, and quantity. Make sure your title length is between 60 and 80 characters. If it exceeds 80 characters, Amazon may suppress your listing.

Ratings and reviews:

We’ll get to the importance of these later. But make no mistake: customers highly consider a product’s rating when narrowing down their search. Make a concerted effort to collect customer feedback, as it can also affect where you rank among Amazon search results. It’s often just as important as your product’s title.

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Your product images:

If you don’t already, you should absolutely have high-quality images to bring your product descriptions to life. This approach is one of the most impactful ways to draw customer attention. Include shots of packaging, close-ups, action shots, and a video if you can. It’s your best chance to make a great first impression. Ensure all images are at least 1000 pixels in either width or height or your ranking could be affected.

Optimizing your product description:

Your product title and image should speak for themselves as much as they can. But everything else should definitely be packed into your product description. In addition to using descriptive wording, you can apply conventional SEO best practices here to help your product listing rank higher. If you own a registered trademark for your brand, make sure you sign up to Amazon’s Brand Registry to give you access to A+ content - this allows you to create richer product descriptions.

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How to Form Affiliate Partnerships
To Boost Amazon FBA Sales

How to Form Affiliate Partnerships To Boost Amazon FBA Sales

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Amazon FBA sellers like yourself have an invaluable resource, the site’s own program, Amazon Associates. This Amazon affiliate marketing program allows website owners and bloggers to use custom links to advertise products on their sites. These affiliates earn referral fees for every product purchased, and Amazon sellers can reach a whole new audience as well.

But you can’t just expect potential Amazon affiliate partners to find you. You need to be more proactive about your prospects. After all, more links leading back to your products translates into greater potential profitability for your Amazon store. So if you’re looking to bulk up your affiliate partnerships, there’s a simple process you can follow to get started.

Perform some preliminary research:

Search for blogs and other websites that involve your product. But think outside the box. Even if a content creator doesn’t concentrate specifically on your product type, broaden your focus to include items that might complement your products. Begin with search engines as well as social media sites.

Look for existing Amazon partners:

To identify a potential Amazon affiliate partner, you should evaluate prospects by checking their website for links to Amazon products. Amazon affiliate sites are supposed to have a disclaimer that says they are a participant in the Amazon Associates program. Searching on Google your niche and “participant in the Amazon Services LLC Associates Program” can help reveal better fits.

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Find the contact information:

Once you’ve identified and vetted potential affiliate partners, check their website for a contact form or email address. If this doesn’t work, find the site’s social media account and send a direct message. For larger organizations, you may need to go to an external corporate site or run a search on the site’s ownership.

Send a complimentary message:

Don’t mince words when you compose your message. Include some compliments and perhaps establish some common ground. Then discuss the merits of your Amazon product and suggest where an affiliate link could work to your mutual benefit. Strike a friendly tone, and don’t be aggressive.

How to Use Amazon FBA Calculator
Data to Drive Decisions

How to Use Amazon FBA Calculator Data to Drive Decisions

Knowledge is power. So, of course, you need the right data to guide you toward success. With the Amazon FBA Calculator, you’ll be able to understand your Amazon FBA fees and compare your fulfillment options. Rather than turning to guesswork, this tool alleviates the pressure so that you can analyze how a particular product affects your bottom line.

No matter which fulfillment type a seller uses, the Amazon FBA Calculator provides sellers with real-time cost comparisons between FBA and FBM. Even if you’re already on board with FBA, you’d use the FBA Fulfillment Fees Calculator to determine if a product is ideal for your needs.

In any case, here are the simple steps you need to take advantage of the FBA calculator:

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Enter product details: First, find the Amazon product you want to enter into the calculator and enter its details into the search bar. You can choose between the product name, UPC, EAN, ISBN, and ASIN, depending on what you have available. Whichever you use, a simple copy-and-paste works best to ensure accuracy.

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Plug in your numbers: Enter key figures, such as the item’s selling price, the shipping cost, and the total per-unit fulfillment cost to the seller. Even if you don’t have the exact numbers, you can run the calculation based on an estimate. This estimated total should include storage cost, labor, packaging, shipment, customer service, and other costs.

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Run your reports: Once you have all the relevant data inputted into the calculator, it’s time to generate your report. The Amazon FBA Calculator will inform you of the comparative profit margins between using FBM and FBA. But it will also advise you how to adjust your selling or shipping prices to remain competitive.

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Adjust your reporting: Your instant report will cover comparative revenue, cost, seller proceeds, and net profit. You can even adjust the number of monthly units sold, and the report will update to reflect the estimated monthly sales increase you’ll experience with FBA. In the process, you gain valuable insights to influence your product decisions.

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Take action: Of course, you need to implement what you’ve learned. If a product you were considering isn’t worth adding to your inventory, you’ll be able to anticipate this misstep first. The future of your Amazon seller account depends on your ability to course-correct as soon as possible. The Amazon FBA Calculator is a reliable guideline.

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How to Find Products
to Sell on Amazon

How to Find Products
to Sell on Amazon

The Amazon FBA Calculator can help you ensure a given product makes financial sense for your store before you invest in it. But as a general guideline, Amazon FBA sellers are often best suited for high-end products that are light in weight. Consider your sale price and the fragility of a given product, then begin your search.

Assess your store:

Amazon provides detailed breakdowns of its best-selling products in every category. Scrutinize the different categories available and pick the niche that resonates most with you. You will be able to better understand what consumers are looking for and how you might be able to leverage that within your own store.

Exercise caution and strategy for promotions

On the one hand, promotions are absolutely a strong way to boost sales (and, hopefully, your Amazon sales rank), earn positive feedback from customers and move inventory like never before. However, today’s consumers are savvier than you might realize. When you launch a promotion, you are sacrificing a bit of your profit margin, but a promotion that gets out of hand and leads to you running out of stock on items undermines all your hoped-for success. Of course, promotions have their place, but don’t put your Amazon store in serious jeopardy.

Focus on your keywords:

Determine which keywords appeal to your niche, and focus on those with significant customer demand. Be as specific as possible to leverage market holes. Then implement FBA tools that specialize in keyword research to discover the best products to incorporate in your business.

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Identify the best product fits:

The most successful FBA sellers develop a smooth understanding of which products work best. Generally, Amazon FBA sellers look for many of the same qualities, such as a low price, simple design, and consistent sales.

Room for improvement:

If you’ve successfully identified a worthwhile niche, ensure you have ample opportunity to build on existing consumer demand. Review your competition’s product reviews for tips on what you can do better to win new business.

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Your Amazon store is what you make of it. So consider your options carefully as you shape your product inventory. Most importantly, you should take a big picture view and build a long-term strategy for the future. Finding products to sell on Amazon is just the beginning of your journey. But it is a critical piece, one that will inevitably affect whatever happens next.

 

Amazon FBA Sellers:
How Social Media can Drive More Business

Amazon FBA Sellers: How Social Media can Drive More Business

We’ve mentioned Amazon SEO and how it differs from traditional SEO. But the same too can be said of social media. To develop a winning strategy, you’ll need to gain a more detailed understanding of Amazon social media marketing. Getting the traffic you seek will largely boil down to one of two primary routes: organic traffic and paid traffic.

Organic social media traffic is the kind of homegrown social media following you probably think of first. To achieve it, you might not need to spend your budget, but it involves extra time to cultivate. Paid methods, on the other hand, relies on social media ads and other ways to help you get additional exposure fast. Let’s dig a bit deeper into both organic and paid social media.

 

Organic methods

When starting an account yourself, you’ll have a better chance of gaining traction if your niche is particularly specific. Begin creating posts promoting your store and its products. But experiment with different kinds of posts released at varying times.

Focus on building relationships with your followers and create a network of like-minded individuals. Prove to your followers and connections that your account brings some form of value to their lives, even offering incentives.

One notable alternative, however, is to opt-out of starting your own social media account entirely. Rather than starting from zero followers and working your way up little by little, you can just purchase an account that is already popular and use the organic methods mentioned above.

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Paid methods

Before you pursue any of the paid Amazon social media tactics, you’ll want to conduct a bit of your own research. Always aim to target your social media efforts on the platform that best matches the kind of consumer you want to capture.

Taking out social media ads on sites like Facebook and Instagram can go a long way. Tap into their metrics, but crunch the numbers before you decide how much of your budget you want to devote to Amazon social media marketing.

Through influencer marketing, you buy shout-outs and posts from online influencers to promote your products. And because they have a devoted following, you reap the benefits. In recent years, this approach has grown in popularity.

How Amazon Advertising Helps
You Multiply Your Sales

How Amazon Advertising Helps You Multiply Your Sales

For Amazon sellers looking to boost sales, Amazon Advertising is an easy way to maximize your profits. But before you begin to use it, you’ll need to meet some basic criteria:

  • Naturally, you must have a registered and active professional seller account.
  • You must be able to ship your product to any address across the United States
  • Your Amazon Sponsored Product listings must be eligible for the Buy Box.
  • You must be willing to contend with fierce competition for the Buy Box listing.

Then you’ll have four different primary types of Amazon ads to choose from.

Sponsored Products:

If you’re looking to highlight a specific product, these ads appear in both shopper search results as well as product pages. This is a great opportunity to implement your Amazon marketing strategy to great effect.

Sponsored Brands:

Decide which keyword bank to target, and you’ll be able to highlight a group of products for Amazon shoppers. Throw in your logo and a custom headline, and your ad will pop up in shoppers’ search results.

Sponsored Display:

Here you can target shoppers who previously viewed your products or even those viewing similar products in an effort to direct them to take the next steps. Tap into shoppers who are much further along their buying journey.

Stores:

This feature allows you to set up your own free “store” on Amazon. Rather than just having a seller account, you’ll be able to take your branding further, creating a unique aesthetic designed to help you stand out from your competition.

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Because your ad is on Amazon, your chances of securing a sale increase exponentially. You are, after all, targeting an audience already pre-sold on the type of product you’re selling. The potential return on investment from an Amazon ad vastly eclipses that of other sites.

Thanks to the site’s features, you’ll be able to make changes anytime. So there’s no need to be locked into a specific marketing strategy. Tread carefully so you don’t over-spend. But don’t be afraid to test out how Amazon Advertising can make a distinct difference in your business.

How to get Customer Reviews on
Amazon for your FBA Business

How to get Customer Reviews on Amazon for your FBA Business

Even in today’s technology-heavy world, few marketing strategies can match the power of word of mouth. By their very nature, people tend to gravitate toward others’ personal experiences. But you can’t just wait around for customer reviews to come to you. Rather, make collecting feedback an ongoing goal for your Amazon business. Here are a few of the best ways.

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Build customer relationships:

The first step on the road to getting tons of positive customer reviews is to focus on the service you provide. But don’t just offer quality products. You need to go a bit further to build relationships with your customers. When you establish customer loyalty, Amazon shoppers are far more likely to provide a review of their positive experiences. Even if they don’t take it upon themselves to submit one, these customers are already poised for your next step.

Ask for feedback directly:

After you provide excellent customer service, you can much more confidently ask your customer base to give you a review directly. Of course, you have a ton of options available to you to do this. You could send follow-up emails to customers who complete a purchase. Or, more broadly, you could elicit feedback over social media and even in an email newsletter if you have it. What works for you may vary, but be willing to try multiple approaches before settling on which one(s) you prefer.

Target specific reviewers:

While not everyone will want to write up an Amazon product review, those who have a history of doing so are more likely to do it for you. So you can always take your efforts a step further and reach out directly to users who reviewed products like yours. With a bit of digging, this information is shockingly easy to find on Amazon. Moreover, you could pursue top Amazon reviewers as well, which leads directly to our next topic.

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The Amazon Buy Box:
The Hidden Gem for Amazon Sellers

The Amazon Buy Box: The Hidden Gem for Amazon Sellers

As its name implies, the Amazon Buy Box is the section on the right side of a given Amazon product page wherein shoppers can choose their purchase options. Most Amazon shoppers will simply purchase whichever version of their selected item is the default in the Buy Box. According to Statista, 83% of all Amazon purchases are made through the Buy Box.

As much as the Buy Box presents a clear advantage to third-party Amazon sellers like you, not just anyone with an Amazon account can get their product listed. In order to do so, a seller needs to meet a few simple criteria. Then they can begin ramping up their competitive strategy to win the Buy Box more frequently and boost their sales accordingly.

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First, you’ll need an Amazon Professional Seller account. If you’re early in operating your Amazon store, you might not have made the switch just yet.

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Next, you need to work towards becoming “Buy Box-eligible.” This distinction only goes to sellers who have hit specific milestones in their sales performance.

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If you’re focused on selling used items, you might run into issues. The primary Buy Box is solely for new items. If you’re reselling them, that’s fine.

Now you have to implement key product listing optimization strategies to make Amazon’s algorithm work for you. Of course, search engine optimization is a key part of that, but you’ll have to go a step further to beat out any competing sellers offering products similar to yours.

Fulfillment by Amazon:

When you’re an Amazon seller, one of the most impactful decisions you can make is how you handle your fulfillment. FBM sellers are at a disadvantage when it comes to the Buy Box. Because Amazon stands behind its own fulfillment system, Amazon prioritizes sellers who use FBA.

Shorten your shipping:

Likewise, Amazon FBA sellers who offer expedited shipping -- especially those who are eligible for Prime shipping -- have a more direct route to the Buy Box. Amazon knows how much shipping time affects a customer’s purchase decision. So a fast turnaround time on orders could give you a competitive edge.

Offer competitive pricing:

Sellers who are able to present Amazon shoppers with lower prices for the same quality products stand a good shot at getting in the Buy Box. Of course, you don’t want to go too far below your competition either.

Positive Seller Feedback:

When it comes to ranking for the Amazon Buy Box, it is extremely important to have your Seller Feedback remain high, specifically above 95%. Amazon sellers can keep their Seller Feedback high by ensuring excellent customer service and fast delivery on dispatched orders. Amazon will favor sellers with higher feedback since it directly represents the customer’s experience with that seller, and customer experience is Amazon’s number one priority.

 

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How To Use Amazon Analytics
To Grow Your FBA Business

How To Use Amazon Analytics To Grow Your FBA Business

As with so much in business, you want to go where concrete data leads. To ensure your business stays on track, you should be making data-driven decisions to minimize your risk and maximize profitability. Your business needs systems in place to track and analyze data so you can identify and fund the tactics driving most of your sales or cut the ones performing poorly before it’s too late.

eCommerce data -- and the resulting analytics -- can make a tremendous difference in your business. One of the most powerful frameworks to utilize is defining key performance indicators (KPIs) and regularly review them. KPIs are metrics you can use to quickly assess the performance of your business, they will help you quickly understand how your store is doing and what your next steps should be. Let’s break down some of the main ones by category.

Products:

Figures like sales velocity and seasonality are incredibly important. Likewise, you’ll want to pay special attention to your inventory. How much you have in stock will inevitably affect your sales. And in particular, you should look at aging inventory and how quickly certain products are being ordered and turned around.

Customers:

When it comes to fostering growth, it all comes back to your customers. So customer behavior analytics is a key part of growing your Amazon store. Customer behavior analytics include the number of sessions, online engagement, and customer feedback. Pay extra attention to ratings and reviews, which indicate how your business is connecting with your target customer base.

Traffic:

Whether you are analyzing Sessions or Page Views, it is vital to understand how many Amazon customers are viewing your product on any given day. Monitor your traffic on a regular basis to better understand how much exposure Amazon is giving you and how often your product is being viewed. Use this data to make appropriate adjustments to improve sales figures.

Conversion:

Perhaps the most basic KPI, on-page conversion naturally has a big role to play in your Amazon store. If your conversion is stalling or falling, you need to be sure to take action quickly. Amazon tracks conversion using a KPI called ‘Unit Session %’, a calculation of the number of units you sell as a percentage of sessions. Advanced third-party Amazon tools such as Seller Spike build upon this and can provide you with an accurate conversion rate. Track changes in conversion rate on a regular basis and use the information gathered to discover ways to improve your business.

Marketing:

Whether you are utilizing paid advertising, social media, or keyword optimization, use the above KPI’s alongside more traditional marketing indicators to truly understand how your performance is being affected by the changes you make.

Pricing:

As a seller, it is crucial that you align your product prices with the market and competitors. Don’t be afraid to try different pricing structures as you go along. Making changes to your pricing while reviewing KPIs ensures you find the perfect product price.

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How Seller Spike Can Help

With any luck, the information above has shed some light on how you can use key performance indicators and analytics to make important selling decisions on Amazon. Seller Spike helps customers just like you with advanced analytics to fuel your own success and grow your sales on Amazon. Whether you are a private label seller, or a retail arbitrage buying wholesale, analyzing your performance is critical to long-term success.

Seller Spike provides you with the insights you need to ensure you are making the most out of the Amazon marketplace. And the best part? You can get started for free.

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