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Home / Amazon / 3 Ways to Boost Your Amazon Marketing in 2021

3 Ways to Boost Your Amazon Marketing in 2021

February 23, 2021 By John Lincoln

In the third quarter of 2020, Amazon’s share of the American Ecommerce market dipped slightly, down half a percentage to 23.1%.

Despite that, they still hold nearly a quarter of the U.S. market—and even more abroad—and enjoyed a 39.3% increase in revenue in North America during the same time period. All things considered, Amazon marketing is a must. 

We’re delving into three ways to grow your Amazon Ecommerce business in 2021 (and they’re not what you’d expect).

Check out our video on how to make your Ecommerce performance swell through targeted Amazon marketing:

1. Invest in A+ Content

What is A+ Content?

A+ Content is a feature that brand registered Sellers and Vendors are able to use to help describe their products with additional images, text, and even video. We’ve seen A+ Content help increase conversion rate on a detail page by up to 10%!

A+ Content
Amazon A+ Content

I highly recommend that you add A+ Content to your Amazon product listing pages. Additionally, you should take the time to look at all your competitors’ A+ content. There’s a lot out there (that’s the understatement of the decade) and you really want to make sure that yours is better than the competition.

Focusing on A+ content for your own shop is really going to help your marketplace conversion rates for the coming year.

How to find A+ content: Go to your Seller Central dashboard. Under the Advertising section, click A+ Content Manager.

2.Use TACoS to Scale Advertising for Amazon Marketing

Let’s talk TACoS—or advertising cost of total sales.

I’m a big fan of TACoS. It’s a metric that displays as a percentage, and it allows you to figure out what you should bid for a particular ad placement.

In other words, TACoS tells you how much you spend on advertising for every dollar of revenue that you make. To get TACoS, here’s what you do:

ACoS Formula
Amazon Marketing Using ACoS

Take your total ad spend and divide it by your total sales. If your resulting number is $0.25, your ACoS is 25%. In other words, you’ve spent $25 for every $100 that you make.

Pro tip: Having this model in place is a game-changer because it allows you to confidently scale your ecommerce business and push the limits without being too risky. Just keep in mind, TACoS doesn’t include other crucial factors (like CoGS, or cost of goods sold, and Amazon fees) so you will need to factor those in for a holistically accurate metric.

So what’s a good TACoS?

In short, there really isn’t a ‘good’ TACoS, as it will vary by business, product, and category. When calculating your ideal TACoS, you want to look at your margins and be sure you’re adding in Amazon fees. Set your goal TACoS above your breakeven mark, so you know how aggressive you can be with advertising, promotions, etc.

In terms of Amazon pay-per-click advertising, TACoS is a huge deal. Once you have a percentage, you’ll be able to make educated decisions and approach your Amazon marketing more strategically moving forward.

After all, Amazon marketing should be a dynamic process that’s rooted in key metrics.

3. Look At Your Competitors’ Offerings and Beat Them

The Amazon marketplace is a bustling joint. With this in mind, it’s clear that anyone who’s running Amazon marketing for a brand will be able to see all their competitors’ different targeting abilities surrounding different keywords.

Plus, there are plenty of tools that allow you to see the different keywords competitors are ranking for when it comes to Amazon SEO.

All of this really matters, because without analyzing your competition, you can’t know who or what you’re trying to beat.

Despite the crucial nature of this, I’m actually talking about a little bit more than plain ol’ Amazon SEO. It’s not just keywords you should be paying attention to. It’s also Amazon reviews and ratings.

By consistently and thoroughly analyzing your competitors’ reviews, you’re going to be able to figure out precisely what you need to do to make your product better than theirs. It’s simple: look at your competitors’ shortcomings and play up your strengths in the same department.

Pro tip: Look at the reviews of your competitors and create a list of the key issues that customers are bringing up via reviews. Once you’ve done that, use the list to make sure your product detail page addresses all of those issues as a benefit for your product or service.

This is one of the best things you can do to improve your Amazon marketing—because if your product is better than the competition and your marketing hits all the right pain points and turns them into positives, the rest will follow.

It’s not only important that you look at reviews (the good and the bad) and determine how to bring those benefits to your profile. It’s also important that you take a hard look at their title, product description, A+ content, and the product listing as a whole. That way, you can make sure that your Amazon marketing is the very best. Having the best Ecommerce conversion rates in your niche will soon follow.

Bonus: Think of Amazon Marketing as an Integral Part of a Larger Ecosystem

You know me—how can I stick with just three things about Amazon marketing?

A lot of people think about Amazon as its own individual ecosystem. In some ways, that’s true, but Amazon is not mutually exclusive of the rest of digital marketing.

Oftentimes, marketing professionals don’t think about an Amazon product listing as having the potential for a fully-fledged marketing campaign. But it does have that potential.

Amazon advertising shouldn’t be your only point of focus on the platform. If you think about it in the right way, you can also:

Amazon Marketing
Amazon Marketing Strategies

There is a whole world of digital marketing out there, and you can use it to drive up sales on Amazon.

Despite the importance of Amazon as its own ecosystem, it is not inherently cut off from the rest of the web. Because of this, you must maintain a wider lens when looking at Amazon marketing in 2021.

Wrapping Up Amazon Marketing in 2021

By now, Amazon has officially been around for more than 2.5 decades.

Globally, the platform boasts nearly 200 million visitors.

At the same time, they’ve blown competitors like eBay and Walmart out of the water. Things are changing and innovating for the brand—from developments in electric vehicle delivery partners to a restructuring of the executive leadership.

And things are changing for the sellers on the ecommerce platform, namely in what it takes to grab the attention of an ever-growing market.

 

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About John Lincoln

John Lincoln (MBA) is the CEO of Ignite Visibility, a top performance marketing agency backed by Mountaingate Capital. A digital marketing strategist and keynote speaker, Lincoln has managed over 1,000 marketing programs for brands like DoorDash, HBO, Tony Robbins, and Experian. Under his leadership, Ignite Visibility has been named a leading digital marketing agency in the U.S. and made the Inc. 5,000 list six times. Lincoln also spearheaded the development of CertaintyTech, a cutting-edge media mix modelling and forecasting platform. An award-winning marketer, Lincoln has authored three books, including Advolution (2022), and produced films such as SEO: The Movie. Recognized as a Top Business Leader, he has been featured in Forbes and The New York Times and spoken at global events like Web Summit and SMX. Lincoln's mission is to empower businesses through innovative digital strategies while reinvesting in clients, employees, and the community.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

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