Amazon Marketing Strategy: Tips for Businesses & Sellers

admin_fortress | Jan 26, 2022

Published in The Marketplace Playbook

Nowadays, it seems like there are new brands popping up on Amazon every week. With more brands than ever on the marketplace and new ones entering the space at a fast rate, standing out from the competition can be difficult. That’s where having an effective Amazon marketing strategy comes in. With the tips and tools we cover below, you too can create an Amazon marketing plan in order to drive traffic and sales for your business’s listings.


Did you know that 66% of consumer product searches begin on Amazon (Source: Statista)? By selling on Amazon, you are already getting your products in front of a majority of online consumers. As an Amazon seller, knowing what marketing capabilities you have access to can set you up for success on the online marketplace. It also helps to know what marketing strategies you can apply yourself to give your product listings a competitive edge. Below we will cover some of the basic marketing tactics that can help you build an effective Amazon marketing strategy.

Amazon SEO

Remember how we said a majority of product searches begin on Amazon? Because of this, it’s helpful to think of Amazon as a search engine. One of the most important things you can learn how to do as an Amazon seller is to optimize your product listings so that they are more likely to show up in relevant search results.

To do this, you should think about what the most applicable search terms are to determine what keywords to use in your product titles and descriptions. The more your keywords match a consumer’s search, the more likely it is that they will see your product in their search results and click on your product listing to learn more about it. The more people are able to find your product, the more likely they are to buy it. Shoppers like convenience and don’t want to spend hours digging through search results to find what they are looking for.

Once you have the keywords you want to include nailed down, start building out your product titles, product descriptions, bullet points, and adding in high-quality images in order to best optimize your listing for search. As your listings rank higher in search, you will start capturing more traffic and sales for your products. Having engaging copy on your product listing pages and storefront as well as quality photography of your products will attract more customers to your pages and make them more likely to convert.

Amazon Advertising

Amazon Advertising is another way to generate more traffic and sales to your product listings. Through pay-per-click advertising (PPC), Amazon Advertising allows you to create sponsored ads at a cost to you to promote your products. As a seller, you only pay for the ads you serve if a shopper clicks on the targeted ad. While it is an added cost, this can be a great way for brands, especially newer brands with not as much brand awareness, to gain exposure and make their products discoverable. Just be sure to think of engaging copy and content to include in your ad in order to drive the traffic and clicks you want to see.

Amazon Advertising provides a variety of advertising opportunities for sellers to use — these include Sponsored Brands, Sponsored Display, Amazon DSP, video ads, and audio ads. Each has its own advantages and requires its own budget, so coming up with a strategy that works best for you, your timeline, and your budget will ensure your products are being promoted to the right audiences.

Amazon Reviews

Customer reviews are a huge factor in a consumer’s decision-making process and are an extremely important driver of your brand’s performance. In a time where shoppers are increasingly shopping online and aren’t physically going to a store to see an item, reviews are what help steer them in the right direction to make a purchase. In fact, most online consumers wouldn’t even consider buying items that are rated lower than a 3.5-star rating.

Reviews are a huge component of your product listing pages on Amazon and your overall Amazon marketing strategy. Customers can find Q&As, real customer images of your products, and filter through reviews to find the information they’re looking for on your product pages, so prioritizing reviews will be a huge benefit to you as an Amazon seller. Including a friendly “thank you” communication to your customer goes a long way. You can even ask customers kindly to rate and review their experience without explicitly asking them to leave a positive review.

Another great way to show off your brand’s customer service is to reply to as many customer reviews as you can, both positive and negative ones. It shows that you as a business owner care about your customers and their unique experiences with your product, which makes other customers more likely to leave a review as well. Even responding to negative reviews will have a positive impact, because it gives you the opportunity to address an issue quickly and show other customers that you take their feedback seriously.

Amazon Associate Program & Amazon Influencer Program

Affiliate marketing and influencer marketing have been around for quite some time now, and Amazon lets sellers take advantage of both of these. Learning the difference between both can help you decide which of these are right for you and your Amazon marketing plan.

Amazon’s affiliate model was introduced in the 1990’s and offers a percentage of commission to its network of associates who generate sales by sharing links. The Amazon Influencer Program is an extension of the original Amazon Associates Program that helps customers discover products from trusted influencers and micro-influencers who have a considerable amount of following across their social channels. Similar to the Associates Program, Amazon Influencers are able to earn commission based on the sales they drive, but Amazon Influencers direct their followers to actual influencer storefronts that host links to all of the products the influencer is promoting or recommending.

Though there is an added cost, both are incredibly useful to Amazon sellers and are a great way to build brand awareness if you are a new brand in the space, as Amazon Associates and Amazon Influencers are trusted by their audiences and are known to drive traffic and sales.

Amazon Social Media Marketing

No marketing strategy would be complete without having a social media plan in place, and that goes the same for your Amazon marketing strategy. Social media is a free tool that allows you to increase your brand awareness and gain organic followers. Make sure that your brand has a social media presence in order to promote products, drive traffic to your Amazon pages and keep your customers informed on what’s new with your brand. As you continue to build your following, you can backlink to your Amazon storefront or product listing pages to generate traffic and grow your revenue.

Social media channels to consider are Instagram, Facebook, LinkedIn, TikTok, Pinterest, Twitter and YouTube. By creating compelling content and engaging with your followers, customers will be more likely to interact with your brand and purchase your products. While there are millions of people on each of these platforms, keeping your content consistent and engaging will attract the right audience and eventually help you build a brand presence.


At Fortress Brand, we represent highly acclaimed brands on the Amazon marketplace and provide a full suite of in-house services, including performance marketing, brand management, reseller control, inventory management, international expansion and more.

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