When it comes to Online Giants like Amazon, sellers’ have one big concern. That is, how are they going to get their product in the hands of the consumer? Online retailers are swamped with hundreds of millions of products and millions of sellers. It’s no wonder that smaller manufacturers feel overwhelmed in the pool of sellers. Figuring out how to stand out, especially as a niche product, is the most important thing when selling on Amazon. I’ve gathered a few ways that Amazon Marketing Services have opened doors to help with marketing your special product.
One of the easiest things to do as a manufacturer when selling through Amazon is to sign up to be a vendor. This avenue makes Amazon your distributor and you the wholesaler. Your product comes with the full backing of Amazon once you have been accepted as a vendor.
This is important because Amazon is known and appreciated for its stellar customer service, fast shipping, and delivery. Also, Amazon offers seamless returns if the product isn’t what was expected. Finally, the tag of “ships and sold from Amazon” gives customers peace of mind when making a purchase.
You will have a normal distributor-manufacturer relationship with Amazon as your distributor. First, you will receive purchase orders while they cover the shipping costs. Second, you will be able to send it to one of their warehouses or decide to ship to the customer yourself. In short, sellers can make decisions based on their warehouse capabilities and Amazon’s facilities which are set up to handle the volume in a timely manner.
Amazon Marketing Services
Once signed up to be a vendor, sellers can use Amazon Marketing Services (AMS) to market their products and turn their investment into sales! AMS allows you to make quick and easy campaigns for whatever budget or duration you would like.
There are three different options for campaigns. Vendors can “mix and match” or try one at a time to see what works best for their products. It comes in handy because sellers only pay for the ad when a potential customer clicks it.
1. Sponsored Products
One way to market with Amazon Marketing Services is to use Sponsored Products. The ads that you see online with the other products are sponsored products. It looks like a regular product (with a picture, price, and product features) in the search results with the addition of the “Sponsored” tag.
This type of advertising comes with two options: automatic targeting or manual targeting. Automatic targeting uses product information inputted into the vendor express account to target related customer searches. On the other hand, manual targeting enables the seller to gather a list of keywords that the target audience may be looking for.
2. Headline Ads
Headline Ads are the second way to market with AMS. The first products that a customer sees when they search for items on Amazon are Headline ads. Unlike the Sponsored Products ads, this ad has a headline, picture, and three of the sellers’ products. Customers are redirected to the landing page of the sellers’ choosing by clicking on a Headline Ad. This landing page can be generated by using the campaign builder. Another option is to use an Amazon page that already showcases at least 3 of the products that are being marketed.
3. Product Display Ads
Product Display Ads are the ads that are visible on the side of the page when a product is searched for. Customers can either be targeted by similar products that are chosen by the ad manager or interests listed by the ad manager. These ads are favored because they are usually listed on the product detail page where there are only a few product ads listed.
Amazon has proven success and sellers should take advantage of the platform in front of them. Taking these extra steps will maximize a sellers’ chances to reach their goals. One can succeed in the e-commerce world, in a short time, by taking advantage of the resources that are provided through Amazon.