Key steps and guidelines to win with Amazon | Part 1. Ecommerce

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

Part 1 of 2: How ecommerce can win with Amazon

Amazon is undoubtedly one of the primary and well-known brands on the planet and something of the very best five largest companies on earth by market capitalization. The business enterprise is continuing to grow exponentially during the last a decade and the pace is continuing for a price of knots:

stock-market-cap

Source: US Stock Market 

Amazon is a growing and dominant force of nature in the wonderful world of retailing since its origins in 1994, threatening existing players such as for example Walmart and Toys R Us, whilst disrupting entire market dynamics and customers expectations of what’s expected with regards to quality, service and delivery.

*For an in depth run-through of Amazon’s history, business design and strategy have a look at Dave Chaffey’s in-depth research study analysis.

Amazon’s ambition to become ‘the everything store’, getting into new sectors such as for example fashion and food recently, has seen the business expand their portfolio of interests beyond just retailing, developing a selection of services spanning technology, web services, media and original content production:

Amazon-beyond-retail

Amazon is currently creating a physical presence, as seen from the $13.7bn acquisition of Whole Foods and the launch of the initial Amazon Go concept store in Seattle in January in 2010:

Amazon Go

Whilst Amazon can be an extremely forward-thinking, innovative technology company, also, they are a retailer in mind and everything they do is intended for building their core retailing business, re-investing the large sums of revenue they generate every year back into the business enterprise to optimize quality and performance.

The opportunities for marketers

With the expansion of services beyond just amazon.co.uk nowadays there are an increasing number of opportunities for marketers to activate and sell to consumers with Amazon. I really believe these could be broadly split into two areas:

  1. Ecommerce
  2. Digital advertising

Ecommerce can be an area a lot of people keep company with Amazon and I’ll explore this in greater detail in this post. However, the emergence of Amazon’s digital advertising business has been growing quickly during the last few years which would be the focus on another post in this series.

Ecommerce opportunities

As a retailer Amazon includes a unique platform with some interesting distinctions that may pose both challenges/ threats and opportunities for marketers based on their strategy:

Amazon platform

The selection of platforms that Amazon is rolling out within both pure ecommerce (e.g. amazon.co.uk) and its own marketplace give marketers a options to activate and sell to consumers. Whilst Amazon’s pricing algorithm and third-party marketplace could be tricky, particularly if you’re ready where other folks and/ or companies can sell your products and brands used or discounted prices, overall Amazon is really a key channel if you need to sell online to a broad audience.

So how will you take full advantage of your ecommerce relationship with Amazon?

Ecommerce checklist for success

1. Focus on great basics

When dealing with Amazon there could be the temptation to jump right to the bright, shiny new innovations, such as for example voice search or Amazon Dash. But whilst there’s definitely value to be gained here, view it as a journey and begin with the fundamentals first, create a strong presence and move ahead to the more complex areas.

Amazon is really a powerful sales and marketing platform so be sure you create great product pages:

  • Content – strong pages could have at the very least four product images and five bullet points of information:

Amazon content

  • Visibility – approximately 81% of consumers read product critiques and Amazon recommends that brands have at the very least 20 reviews per listing. Reviews really are a powerful method of building credibility and social proof but could be difficult to create, which explains why Amazon has generated its Vine programme, a network of influential reviewers that brands may use to create reviews by giving exclusive access (although reviews that are positive aren’t guaranteed):

Amazon Reviews

It’s also vital that you have good stock open to steer clear of the dreaded ‘temporarily out of stock’ message – Amazon will not desire to disappoint its customers!

Amazon-Out of Stock

  • Range – Amazon really wants to visit a good selection of products and brands on the website. Whilst it won’t continually be possible for one to sell all you have on Amazon, when you have a favorite product that customers want in then Amazon will undoubtedly be keen to create this on their platform:Amazon Range

2. Optimise for search

A high percentage of purchases on Amazon focus on search, suggesting that customers who go to the site curently have a fairly clear notion of what they need (i.e. vs. just browsing more generally).

Data from 2016 also indicates an increasing amount of individuals are also likely to Amazon to start out their product search vs. other channels such as for example Google:

Amazon - start of product search

Amazon provides a few of their very own guidance to merchandisers on how to optimize for explore the platform but this is a summary of a number of the key guidelines:

  • Search terms – it appears obvious nevertheless, you need to pick the best terms that describe your product. This can take research and testing however the effort will undoubtedly be worthwhile, so think like your visitors and use terms which are popular by yourself site or product line
  • Product listing title – one of the most important factors to take into account, keep your title short, concise but with relevant keywords throughout. Tips to take into account include:
    • Product Brand
    • Description
    • Line of the product
    • Colour
    • Material
    • Size or Dimensions
    • Quantity
  • Description – much like the title, the description should clearly articulate your product in a manner that sticks out and resonates with an individual. Contemplate using bullets rather than long, sprawling paragraph and use keywords thoughtfully through the entire description
  • Price – increased sales, sessions and conversions = better rankings, so it’s vital that you prince competitively. Conduct your personal product research to discover the very best comparable prices in your category but think about what it is possible to afford aswell in order to avoid a costly race to the bottom
  • Images and video – as highlighted in the ‘focus on great basics’ point above, make sure you use a collection of high-quality images and, where possible video, to create your product alive.

3. Identify product gaps in your portfolio

Providing a solid, varied product portfolio and residing in stock is among the easiest way of increasing affinity and sales. Amazon really wants to provide best range and options to its customers and its own therefore in every parties’ interests to showcase your product range completely to a broad, engaged audience.

The data it is possible to obtain from Amazon, e.g. what is/ isn’t selling, what’s connecting with consumers, feedback on products etc. may be used not only to boost current visibility on Amazon but to also identify what may be missing from your own overall product portfolio.

4. Leverage key dates, events and promotions

In addition to big, established online events such as for example Black Friday (Amazon may be the most visited site in the united kingdom with this day and pioneered this in the united kingdom), Amazon also have began to launch their very own events such as for example Prime Day:

Amazon Prime Day

The key chance of marketers would be to combine your events calendar for the entire year using what Amazon is likely to benefit from not merely the buzz and momentum being generated but additionally new ‘demand moments’, occasions when different products could be brought together, for instance, beer and snacks for a large sporting event or chocolate and flowers for Valentine’s Day.

The graphic below shows some major events for the entire year ahead on the left (big Amazon events are highlighted in red) and a brand’s campaign calendar on the proper.

Amazon Campaign calendar

Focus on fewer, bigger, better; choose 2-3 major initiatives each year and spend money on these instead of trying to choose everything and spread yourself too thinly.

5. Connect the dots with digital advertising

Although I’ll look at digital advertising in greater detail in the next section of this series, it’s worth highlighting at this stage there are huge benefits to be gained from combining the ecommerce and advertising elements that Amazon provides to produce a connected experience for consumers.

By partnering with digital advertising you can start to generate synergies using what you’re currently selling and any services or releases later in the entire year, building demand and ensuring great visibility through the entire platform, like the Amazon.co.uk, Amazon Fresh, Prime Go and Pantry.


This may be the first section of an Amazon Series that is being compiled by our expert contributor, Gavin Llewellyn – another installment will undoubtedly be devoted to digital advertising.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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