Digital marketing for Amazon sellers
Digital marketing for Amazon sellers covers two jobs: winning sales inside Amazon with optimized listings and Sponsored Products, and building a brand and store outside Amazon so sales do not depend on one marketplace. Adwortise supports both.
- Listing optimization for titles, bullets, images and keywords
- Sponsored Products managed against cost of sale
- A brand site that brings in sales outside Amazon
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- Free auditbefore any commitment
- One planacross search, ads, website and content
- Monthlyreport on visibility, traffic and leads
- 1 managerdedicated to your account
Explained
How do shoppers find and choose products on Amazon?
Many shoppers search inside Amazon rather than on Google. Amazon ranks products using relevance to the search term and sales performance, and sponsored placements appear above and among organic results. Titles, bullets, images and backend search terms all affect which searches a listing matches.
Shoppers choose on price, star rating, review count, images and delivery speed. A listing with weak images or few reviews struggles to convert even when it gets traffic, and advertising then spends money on clicks that do not sell.
Amazon seller checklist
- Listing titlesRewritten
- Negative keywordsMissing
- Main imagesWeak
- Backend search termsUpdated
- Brand websiteNot built
Channels
Which services matter most for an Amazon seller?
- Listing optimization
- Titles, bullets, descriptions, images and keyword research for each listing. See Amazon SEO.
- Sponsored Products
- Keyword and product-targeted campaigns, search term review and negative keywords. See Amazon PPC.
- Own store and SEO
- A brand website with product pages that rank on Google. See ecommerce SEO.
- Email and retargeting
- Capturing customer contact details through the brand site, where the rules allow, and following up with email. See email marketing.
Common problems
What problems limit Amazon sellers?
- Ad spend on broad terms. Campaigns without negative keywords waste budget.
- Weak listings. Poor images and unclear bullets lower conversion.
- Reviews left to chance. Reviews must be earned within Amazon's rules, and incentivized reviews are not allowed.
- Total dependence on Amazon. Fees, competition and policy changes can cut sales with little warning.
- No brand search. Shoppers cannot find the brand outside the marketplace.
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Reporting
What should an Amazon seller measure?
| Measure | What it shows | Used for |
|---|---|---|
| Sales and units | Orders by product | Product performance |
| Advertising cost of sale | Ad spend divided by ad sales | Campaign efficiency |
| Conversion rate | Orders per listing visit | Listing quality |
| Organic share of sales | Sales not from ads | Reducing ad dependence |
Pricing
How much does marketing for an Amazon seller cost?
Sellers with their own online store usually fit Ecommerce SEO, from $2,500 per month, with a six-month minimum term. See the pricing page. Listing work, Amazon PPC and other services are quoted after a free audit.
Frequently asked questions
Do Amazon sellers need their own website?
It is not required, but it reduces dependence on one marketplace. A brand site can capture Google search traffic and customer emails, and give the brand a place Amazon does not control.
What are Sponsored Products?
Sponsored Products are Amazon ads for individual product listings. They appear in search results and on product pages, and the seller pays when a shopper clicks.
How do Amazon sellers get reviews?
By delivering a good product and using the review request options Amazon provides. Paying for reviews or offering incentives for them is against Amazon rules.
Is Amazon SEO different from Google SEO?
Yes. Amazon ranks products using relevance and sales data inside its own catalog, while Google ranks web pages. The skills overlap but the signals differ.