How to Plan an Amazon Marketing Strategy for 2020

Amazon is tremendously expanding its lead in e-commerce. The rising competition of more and more manufacturers and sellers forces Amazon sales people to engage more vigorously with Amazon and its opportunities as a marketing funnel.

Generally, an  Amazon marketing strategy is comprised of 3 components : Amazon seo, Amazon advertising and External marketing sources.


Optimizing keywords and the performance of a product or a product page to improve the organic ranking in the Amazon search results. Most Amazon SEO measures are Non-Paid and takes place on the Amazon platform.

Search Engine Optimization (SEO) is one of the best-known methods of online marketing that helps your product rank higher in search results. Today, more product searches are started directly on Amazon than on Google undoubtedly making Amazon the # 1 product search engine on the web.

Here are the key factors that helps successful ranking on Amazon:


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1.1 Essential keywords research and proper placement

Researching and selecting the best keywords for a product are at the core of Amazon SEO. Once we research upon all the relevant keywords and have assigned to the product, a larger variety of search queries can display the product in the search results increasing your product visibility.

Another factor to be considered for ranking is the right placement of the keywords in the product. The most important keywords for a product ranking are the ones in the title, followed by the generic keywords (or “search terms”). The generic keywords are entered in the back end and are not visible on the product page.

Followed by are the keywords in the product attributes (we call bullet points) and the description. Repetition of keywords could be avoided as it brings no advantage— in fact it merely wastes valuable space. 

Tip: Use Proseller keyword index and rank tester to bulk check the indexing and ranking position of all your Amazon Product title and Backend Keywords in seconds for FREE!

1.2 Optimize product text for better results

There are certain things to be kept in mind while creating descriptions and product texts (title, attributes, product description, EBC / A + content):

  • Accurate information: Sellers should provide all necessary information that helps buying decision.
  • Proper communication: The benefits and USPs of the product should be highlighted in the description. How do your product’s features help potential buyers? What are the benefits?
  • Presentation style: Information should be presented in a structured format so that customers can receive it quickly and easily.

Fortunately, Amazon has some features that can help you create a listing that is both attractive and informative. Amazon’s Enhanced Brand Content (EBC) and A+ Enhanced Marketing Content (A+ EMC) elevate your listings by offering customers a deeper look at your product through additional images and text. It is a great way to increase customer confidence, brand awareness, and your bottom line.

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The A+ Enhanced Marketing Content feature is for Vendor Central merchants,this means that Amazon buys your products and resells it to their customers. 

Enhanced Brand content is available to Seller Central merchants. meaning, it is available to brands who are authorized and registered with Amazon’s Brand Registry.

1.3 High resolution product images

The major attraction when a customer sees your product is its images. Here attractive, clear and conversion-optimized product images play an important role in online marketing with Amazon. Such clarified and deliberate product images with professional touch makes a good impression and helps to increase the click rate and conversion rate. Product images submitted to Amazon must meet the following specifications.

Main image

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  • The image must be a professional photograph of the product being sold (no illustrations or drawings)
  • Product only – no additional products or objects should be included
  • Background must be white
  • The product should 85% or more of the frame
  • Images cannot contain watermarks or text


Secondary image

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  • Backgrounds and environments are allowed
  • Text and graphics are allowed
  • Other products or objects are allowed to help demonstrate the use

1.4 Review management – Increase seller feedback and product reviews

Did you know 90% of buyers in Amazon read reviews before buying a product? More than 80% of consumers trust online reviews as much as personal recommendations.  Amazon reviews can just as much boost a product as they can ruin it. Therefore it is vital to respond to negative reviews.

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Here are few benefits of having customer reviews:

  • Reviews make your product look legitimate.
  • Help you understand the market
  • Creates credibility of the product on social media

By actively responding to reviews, you can influence the decisions of the customers. 

Amazon itself offers in its app store 100% Amazon compliant software that helps sellers by automating buyer feedback and product review email campaigns, thus increasing the Amazon ranking. Such tools are vital to turn your online reputation into an asset for your product.

A review is easy marketing!

1.5 Answer Amazon customer questions regularly

Seller questions are questions that customers ask on the product page. They can be found towards the bottom of the product page. These questions are asked by users that can’t find the information within your product listing. Sellers and vendors should address the unanswered questions promptly to ensure that customers receive correct answers.

Here are four reasons why you should take the time to answer questions from your customers.

  • You build trust with your audience
  • To earn conversions
  • For improving your product’s exposure
  • Can learn from your audience

These questions often help you add missing information to the product description and hence improve the information content of your product page.

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1.6 Effective Product information for higher ranking

Product information is very crucial for filter navigation. Additional information regarding product material, weight or energy efficiency class can be entered for each product. The filter navigation in the sidebar of the Amazon search uses it, as well as specialized product finders. The information is also clearly displayed in a dedicated section on the product page and can thus improve the conversion rate.



While setting up an Amazon store is easy and fast, gaining exposure takes time. There are so many sellers competing to sell the same product on Amazon. if you haven’t gotten the chance to win the buy box or get a best-seller ranking, you probably won’t get the exposure to generate enough sales. Thus, your best bet to sell on Amazon as fast as possible is to run Amazon advertising campaigns.

As of September 2018, Amazon rebranded all of its AMG(Amazon Media Group ), AMS(Amazon Marketing Services), & AAP(Amazon Advertising Platform) features under a new name called Amazon Advertising.

2.1 Paid advertising

Amazon Marketing Services 

Various Amazon advertising formats and promotions are available on Amazon to endorse brands or individual products: Amazon Sponsored Products Ads, Amazon Sponsored Brand Ads and Product Display Ads.

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Sponsored product ads allows advertisers to promote individual products on Amazon based on keywords.

To set up Sponsored Product ads, just select a product, choose the relevant keyword term, and fix a budget. Upon doing this, Amazon will target your sponsored ads automatically to a suitable audience.

Research has shown that the sponsored product ads helped many sellers to increase their sales when compared to Google Adwords. Also, Amazon PPC ads are thrice cheaper than Google Adwords.

Sponsored brands allow brands to promote a custom headline, their brand logo, and up to three products in their ad increasing the brand visibility and directing shoppers to their store page or a custom landing page on amazon. Headline ads serve better if you are trying to create good brand awareness.

Product display ads are shown on a product page – in a similar product section. PDAs use product or interest targeting to deliver relevant ads to shoppers with certain interests, or to shoppers who are actively viewing specific products.

These ads typically appear below the “Add to Cart” button on Amazon product detail pages, and can also appear on the right of search results, at the bottom of search results.

Read more on Amazon Advertising and PPC

Amazon Advertising Platform

The Amazon Advertising Platform (AAP) is now called Amazon DSP. The Amazon Demand-Side Platform (DSP) enables advertisers to buy display & video ad placements. It also allows advertisers to reach, educate, and re-engage customers on and off Amazon. 

Here you pay for impressions and it requires a relatively high minimum budget

You can use Amazon DSP to reach audiences on:

  • Amazon website
  • Fire TV
  • IMDb
  • Freedive (IMDb Streaming)
  • Kindle
  • Apps
  • Published Partners
  • Third-Party Exchanges

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Amazon DSP ads can appear in any of the following forms:

  • Desktop Display Ads
  •  Mobile Banners Ads
  •  Mobile Interstitial Ads
  •  Image & Text Ads
  •  In-stream Video Ads

2.2 Discounts Discounts Discounts

Several discount deals are available for both vendors and sellers conducting online marketing with Amazon. Some of the promotions are free while others are liable to a charge.

Free of charge

Sales price 

The sales price is a reduced price offer for a limited period run on the product page. The customer sees the regular price as a strikethrough price, followed by the sale price and the savings.


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There are three main promotions you can offer to your audience:

Percentage off: The most common promotion focuses on helping your audience save a little extra money. These codes can be a single-use promotion (special codes for each individual person), group promotions (a generic code like “SAVE50” that anyone can use), or no code that automatically applies when the product is added to the cart.

Free shipping: People must purchase a certain quantity of items or spend a certain amount to be eligible for the discount. With this promotion, shipping is free for customers and instead you will bear that cost.

Buy One Get One: A common way to entice your audience to make a purchase. You can determine this kind of promotion based on quantity or amount spent. You can use sales such as “Buy Two Get One Free” or “Spend $25 On Any pair of sneakers, Get Another Pair Free!”

Subject to fee 

Amazon Lightning Deals and Amazon Prime Day

Amazon’s Lightning Deals are limited-time, limited-stock offers. Under Lightning Deals, the offers are listed on the central Amazon Deals page. This separate page is often accessed directly by customers which is why, for a short time, products in the Lightning Deals are extremely visible. In addition, a special label highlights the products with Lightning Deals in the search result.

They’re usually available to everyone, but on Amazon prime day, they are only available to prime members.

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The last option for helping your business earn more conversions through Amazon is coupons. 

Amazon coupons are visible to all people. You can see them in search results, on product detail pages, and other places.

When you offer coupons to your audience, it comes at a cost to your business. Sellers are charged $0.60 every time a coupon is redeemed. You will need to factor this cost into account when trying to sell your products.

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2.3 Amazon Brand stores

Today, features like Amazon Stores allow brand owners to design and create multipage stores to showcase their brands, products and value proposition on Amazon. The brand shop has its own URL and is therefore ideal as a landing page for external traffic. Amazon’s brand stores allow you to create your own e-commerce website on Amazon.

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There are certain paid and non-paid external marketing formats that do not directly take place through Amazon but are conducted through external channels. These can directly lead more customers to Amazon and helps generate more sales.

Pay-per-click advertising

Amazon PPC is a well-known advertising platform where an advertiser pays only when a shopper clicks on their ad and views the product. Pay-per-click is more like Google Adwords, Facebook ads, or banners and is an easy way to place external links. When a user clicks on the ad, they go directly to the product on Amazon.


The newsletter is an easy off amazon marketing where sellers can send regular updates on product launches, discounts and latest enhancements. They often link to products on Amazon where they can possibly make a purchase. The seller thus generates additional sales on Amazon

Content Marketing

Product marketing through content is another possible way of promoting your products to a large audience. You can provide your product for testing to well-known bloggers, YouTubers, or Instagramers, they can publish the test results for their followers and link the product. You can also actively participate in expert forums where you can discuss selling on Amazon and other Amazon services with fellow sellers. 


Amazon coupon codes can be published on well-known coupon sites. Users can redeem the coupons on Amazon, which leads to more sales.

Social media

Whether you are using influencers, referrals or content targeting yourself, social media has proven to be a key factor in creating brand awareness. Social media is a great platform for brands to maintain customer relationships and creating the opportunity to be found by new leads.

Start a profitable Amazon marketing strategy

Every marketing measure whether on or off Amazon, has a positive impact on improving product ranking. In the context of a marketing strategy, introduce a new marketing measure and generate the first sales. Eventually, you will get on the right track and you will know how well the strategies promote your online growth.

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