Putting yourself in the shoes of a budding entrepreneur – let’s say you’ve developed a new mousetrap to fight those unwelcome rodents. You know there are lots of other solutions out there, most available on Amazon, but you are determined to demonstrate how yours stands out. Here are some best practices on how to do that on Amazon:
First, get your page ‘retail ready’
Amazon doesn’t require too much content on the product detail page (PDP) to get up and running, but it’s a mistake to just meet those minimums and call it a day. Across categories, consumers are much more likely to actually convert to purchasers if the content on the PDP answers their questions and gives them a good amount of information.
This means having multiple images, potentially going beyond solely product shots, a descriptive title and bullet points that call out key product benefits and differentiators, and enough reviews to instill confidence in new buyers.
To build up that base of reviews, you may want to do a ‘soft launch’ of your product on Amazon and allow that review volume to build before moving to the next stage.
Make it a Sponsored Product
If you’ve never advertised on Amazon before, it’s best to start by making your product a “Sponsored Product” — the pay-per-click option that’s been around the longest and gives you the widest array of options for gathering customer search and sales data.
That data is crucial when you’re a new seller, or a veteran about to launch a new product. It shows you what’s working and what’s not in your Amazon campaign, so you can make adjustments to get the most from your ad spend.
Sponsored Products are one of three types of ads currently offered by Amazon, along with the newer Sponsored Brands and Product Display Ads. The oldest and most traditional of Amazon advertising types, a Sponsored Product ad shows up on pages where your prospective customers are likely to land after typing in certain search terms. Next question: Should you use an automated or a manual campaign?
Begin with Both
In an automated campaign, you can’t specify keywords. Instead, Amazon targets ads based on relevant customer search terms — i.e. which products show up when a shopper searches for “best mousetrap ever.” In addition to generating sales, this will give you a fuller sense of your competition on Amazon than your own research. It will also give evidence of which keywords may yield the most sales and, thus, are worth bidding on.
A manual campaign gives you a more active role, allowing you to choose specific keywords and bid on them — and to make adjustments depending on whether those search terms lead to sales. But don’t just guess at keywords; use results from your automated campaign to identify the best ones.
Once you’ve used Sponsored Products advertising to build momentum for individual items, you may want to take the next step and promote your product line with a Sponsored Brand listing. Formerly known as Headline Search, this tool allows brands to showcase their logo, a custom headline and up to three of their products for potential customers.
In addition to generating sales of the featured products, these ads also drive traffic to a wider variety of products on your store page and sub pages. They require you to use a manual campaign, bidding on specific keywords.
Want to get even more sophisticated? A great tool to use when launching a new product or line is Product Attribute Targeting (PAT).
As we’ve discussed, in the beginning, it’s hard to know which keywords will work best. PAT allows you to target similar products or brands and appear alongside a specific set of products, brands, or items from a given price and ratings range.
That will allow you to take aim at the brand with the currently best-selling mousetrap — and, hopefully, steal some of their customers away.