Neil Patel

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Amazon Marketing Strategy: Leveraging Amazon to Boost Your Total Sales

A graphic that says "Amazon Marketing Strategy:" Leveraging Amazon To Boost Your Total Sales."

Have you ever wondered whether establishing a brand presence on Amazon could boost your total e-commerce sales? 

I’m here to tell you that leveraging Amazon can boost your sales, both on your website and overall. You don’t have to take my word for it, though, since the team at NP Digital has done their research and uncovered some promising results. 

In this post, I’ll share NP Digital’s data about brand presence on Amazon and its overall benefit to your e-commerce marketing strategy. I’ll then share with you tips for implementing an Amazon marketing strategy that will help you boost brand visibility, increase credibility, and grow sales.  

Let’s dive in! 

Key Takeaways

  • With more than 2.4 billion visits per month, Amazon is a great place to gain brand visibility and drive revenue for your e-commerce store. 
  • An NP Digital study shows that total sales growth happened within 1 to 3 months of a brand offering its products on Amazon. This sales growth was sustained throughout the 12-month study with an average of 28% growth by months 10 through 12. 
  • A strong Amazon marketing strategy can include omnichannel marketing, search engine optimization (SEO), and advertising on Amazon. 

What Our Data Shows Us About Amazon Presence and E-Commerce Marketing

Are you intrigued by Amazon but unsure of how it will impact your business? 

Let the team at NP Digital, my digital marketing agency, put your mind at ease. 

We looked at 18 e-commerce brands that recently had their items added to Amazon. These brands were completely new to Amazon and their seasonality was at a minimum. In other words, seasonal sales trends should not impact on our results. 

Before Amazon, all 18 e-commerce brands made 100% of their sales on their websites. Within 1 to 3 months of being on Amazon, we see total revenue increase slightly, but website sales decrease: 

A bar graph comparing sales before and after going on Amazon.

Considering Amazon’s seller fees, profits decreased, so the overall benefit isn’t yet apparent. Now let’s look at months 4 through 6: 

A bar graph asking if being on Amazon helps drive total sales.

While website sales have not yet returned to pre-Amazon sales, they have rebounded. We also see a continued increase in overall sales. Again, Amazon seller fees may make this overall sales growth a wash (or close to it), but let’s see where months 7 through 9 take us: 

Another  chart comparing sales before and after Amazon

Not only have total sales continued to grow at a steady pace, but website sales have exceeded pre-Amazon sales. This is where we begin to see the payoff. 

Finally, let’s look at months 10 through 12: 

The final chart of sales before and after putting products for sale on Amazon.

Total sales have decreased ever-so-slightly, but website sales are still performing better than when we first started the experiment.  

Is Amazon Marketing Good for Your Other E-Commerce Sites?

While you may be concerned about losing website sales by listing your products on Amazon, the inverse seems to be the case. All in all, an Amazon presence was a net benefit for e-commerce sites. 

I have a few theories as to why this is the case. 

The first one is simple, and that’s brand visibility. Amazon has more than 2.4 billion visits per month. That’s a lot of potential eyes on your brand. Combine that with the fact that most consumers start their product search on Amazon, and you can see why visibility on Amazon can drive traffic to your brand website.  

In addition to visibility, a product listing on Amazon may lend itself to your brand’s credibility. Whether we like it or not, Amazon is the marketplace for the majority of U.S. consumers. If a brand is not visible on Amazon, it may raise red flags for consumers. The truth is that the more marketplaces where your brand is visible, the more credible your brand is likely to appear. 

Finally, the main driver for consumers purchasing from a brand website versus Amazon is discounts. Whether it’s a seasonal event (like Black Friday) or a welcome discount mentioned on your brand’s homepage, consumers are likely to take a peek for potential deals. Once on your brand’s website, the consumer may see a deal too good to pass up.  

Starting Your Amazon Marketing Strategy

Adding your brand and products to Amazon is just the first step. If you want to see success, you must also implement Amazon marketing strategies. Here are a few tips for e-commerce site owners who are new to Amazon’s selling landscape. 

Incorporate Amazon into Your Omnichannel Marketing Efforts

If you don’t already have an omnichannel marketing strategy in place, then I recommend you get one as soon as possible. 

If you do, then you should consider adding your Amazon listings to your campaigns. 

By leveraging your presence elsewhere, such as on search engines and social media, you can drive traffic back to your Amazon product listings using customer targeting. It helps if you think of it as capturing additional traffic (i.e., Amazon-loyal consumers) instead of taking customers away from your website.  

Optimize for Amazon SEO

As much as Amazon is a marketplace, it’s also a search engine. This means you can optimize your listings with keywords and other on-page elements to improve your rankings on results pages. 

What does Amazon SEO look like? 

  1. Perform keyword research. 
  2. Optimize product titles. 
  3. Enhance product images and videos. 
  4. Optimize product descriptions and bullet points. 
  5. Implement backend search terms

Beyond showing on Amazon results pages, Amazon SEO can also ensure you rank more favorably on Google and other search engines. 

Implement Sponsored Display Ads

When you’re just starting on Amazon, you may be hesitant to spend money. However, campaigns through Amazon Ads—and more specifically, Sponsored Display Ads—can result in less marketing spend than advertising on alternative platforms like Google. 

Sponsored Display Ads are visual ads on Amazon that appear on the homepage or product description pages: 

An Amazon sponsored display ad.

There are two great things about Sponsored Display Ads. First, they are cost-per-click (CPC), so you only pay for the clicks that your ads receive. Second, you can customize audiences and create highly targeted remarketing campaigns. This will get you the most for your money. 

Leverage Customer Data

Did you ever wonder what kinds of data Amazon sellers have access to? For a third-party site, they provide a lot of insights. 

While all sellers have access to basic data points, by enrolling in Brand Registry you get access to tons of analytics: 

  • Search Catalog Performance 
  • Search Query Performance 
  • Search Query Details 
  • Repeat Purchase Behavior 
  • Demographics 
  • Top Search Terms 
  • Market Basket Analysis 
  • Customer Loyalty Analytics 

You can leverage this data to improve your retargeting campaigns, as well as understand and triage customer pain points and roadblocks.  

FAQs 

Can selling on Amazon complement my e-commerce website?

Selling on Amazon means you increase third-party revenue while also driving more traffic to your own website. As such, selling on Amazon can be a great complement to your e-commerce website. 

What are the benefits of selling on Amazon for my business?

The greatest benefits of selling on Amazon for your business are increased revenue (both on your website and overall), improved brand visibility, and improved brand credibility. 

How does selling on Amazon impact my brand visibility and recognition?

Amazon is a major player in the e-commerce game. As such, having your brand associated with their marketplace can mean greater visibility and improved recognition as an authentic and credible brand. 

How does Amazon fit into my overall multichannel marketing strategy?

You can add Amazon product listings to your omnichannel marketing efforts on search engines, social media, and elsewhere. You can also advertise using Amazon Ads, which will increase brand recognition and drive sales both on and off site.  

Conclusion

Leveraging Amazon, whether as an Amazon vendor or seller, can be a net benefit to your e-commerce business. With Amazon’s vast customer base, you can increase brand visibility and capture new audiences.  You do need to put some thought into your Amazon marketing strategy, though, if you hope to see the greatest payoff. That includes incorporating Amazon into your omnichannel marketing efforts, optimizing for SEO, and utilizing paid ad campaigns.

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