What is the overall strategy of Amazon advertising? Three major strategies shared

As the Amazon platform continues to grow, more and more merchants are opening stores here. After opening a store on Amazon, merchants need to do a good job of promotion, and they also need to master some strategies for advertising. In the following content, we will learn about the overall strategy of Amazon advertising.

What is the overall Amazon advertising strategy?

1. Offensive Strategy

Find benchmark competitors, place products on their detail pages, and grab their traffic.

Select the search term products with outstanding performance and use the search term report to:

1) The display volume average is set as the display volume threshold, and buyer search terms whose display volume exceeds the average are pulled out.

2) Arrange the click-through rates from high to low, and filter the buyer search terms whose conversion rates are not 0.

3) Filter out the search term products with * (automatic delivery).

2. Defense strategy

Launch buyers’ own products to create a closed traffic loop.

Prevent traffic loss: Prevent other sellers from invading valuable retail space in your listings.

Multiple exposures strengthen brand awareness: Show store products to buyers multiple times to strengthen buyers' awareness of the brand.

Seller suggestions:

1) Use different product features/styles/prices to position your brand.

2) Identify your main ASINs with high traffic, and use new product ASINs or long-tail ASINs to clear inventory.

3. Association strategy

Locate related products for cross-selling.

Functional complementarity: Products A and B are used together, and have the relationship of main product and by-product. Related products can be positioned through category placement and product placement.

Complementary usage scenarios: Products A and B are used simultaneously in specific scenarios, and are positioned through product placement, with no distinction between main and by-products and no specific placement relationship.

The above are three strategies for advertising products on Amazon. Sellers in need can use them quickly.

Well, that’s all I have to say about Amazon’s advertising strategy. I suggest that all Amazon merchants learn about it. After mastering the advertising strategy, the advertising effect may be better, and Amazon merchants can achieve twice the result with half the effort.

Recommended reading:

Why is Amazon spending too much money on advertising but not getting any orders? What are the reasons?

Is Amazon advertising traffic the same as organic traffic?

Why are Amazon's targeted ads not showing? How to optimize?