Learn how to stand out in an oversaturated market using tools and features on Amazon to capture shoppers already on the site.By Marissa IncittiFebruary 8, 2023
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It is no surprise that many companies are vying for customer attention on Amazon, which has become the go-to platform for both businesses and consumers.
Every day, Amazon has over 2.5 billion product searches, making it both the best platform to be on and difficult to stand out in such a crowded space.
In this blog, we will explore six innovative ways businesses can reach their target consumers on Amazon and effectively increase their sales.
From leveraging Amazon advertising to utilizing Amazon programs, these strategies will help you take your Amazon presence to the next level.
Discover the six innovative ways to reach customers on Amazon:
1. Video Ads on Streaming TV
Meet your audience across all streaming devices with streaming tv ads.
Streaming TV ads, used on streaming content, or over-the-top (OTT) give you the chance to reach your audience in a different format (video) and on a new channel (streaming) across IMDb TV, Amazon Publisher Services broadcaster and network apps, live sports, Twitch, and the News app on Fire TV.
These ads give you the control of first-party reporting metrics to understand the impact of your campaign.
Amazon Posts (beta) are similar to the look and feel of a social media “feed” and are used to share lifestyle images and product-related content.
Customers can click on the images to be brought to the product detail page on this feed.
Amazon Posts are for brand-registered sellers and are typically used to maintain a brand identity on the Amazon platform and give another way for customers to understand how to use or style your products.
Posts are a free way to stay in front of your shoppers and maintain a consistent presence on Amazon.
3. Amazon Live
Amazon Live’s shoppable live stream experience, part of Amazon’s suite of brand content solutions, helps to drive discovery and connect with shoppers.
Available to U.S. vendors who have a store and are enrolled in the Amazon Brand Registry, brands can create their own livestream or purchase an Amazon-produced show.
There is no cost for brands to create their own live stream on Amazon, but there is a minimum cost of $35,000 for an Amazon-produced show.
One strategic way to use Amazon Live is to showcase your products during important shopping events like Prime Day, Cyber Five, or Back to School.
4. Amazon Audio Ads (Alexa-enabled devices)
Amazon audio ads are now available on Alexa-enabled devices.
The voice assistant has a better grasp of the ad’s context and its connection to Amazon’s store, providing an easy avenue for shoppers to purchase.
Listeners can tell the voice assistant to add the product being advertised to their cart, ask for more information about it, or just say “remind me” to get a follow-up notice about the product from Alexa.
The Amazon reviewers, also called Vine Voices, are hand-picked to participate in the program to receive free products and leave reviews about the quality and helpfulness of their reviews.
This is one of the easier ways to gain momentum to get your first product reviews coming in for new ASINs, as well as quality reviews trusted by Amazon and the Amazon community.
6. Stores
Amazon Stores enables you to promote your brand through a curated, multi-page destination on Amazon that leverages rich media like images, text, and video.
Available for sellers enrolled in Brand Registry, this free feature allows you to create your own brand destination on Amazon, complete with branded URL on Amazon and centered around your product portfolio and brand ethos.
Stores can be useful for brand awareness, cross-selling, and demand generation. You can promote new products to existing customers and educate prospects simultaneously.
Resembling TikTok, this in-app experience is designed to offer customers a more engaging and personalized shopping experience.
It features a range of interactive tools and features that allow shoppers to explore products in new and innovative ways, including 360-degree product views, augmented reality (AR) try-ons, and interactive videos that help customers make informed purchasing decisions.
Amazon Inspire also incorporates gamification elements, such as progress tracking and rewards, to make shopping more fun and engaging.
By providing a more immersive shopping experience, Amazon aims to differentiate itself from other e-commerce platforms and offer customers a unique and memorable shopping experience.
Use this option to test new products.
About the Author
Marissa Incitti is the Associate Director of Content for Feedvisor, where she oversees and executes the company's content marketing strategy and initiatives. Before joining Feedvisor, she was the content marketing manager for a Fortune Global 500 omnichannel commerce technologies and operations company.
Final Thoughts
Reaching consumers on Amazon requires a combination of creativity, strategy, and execution.
By utilizing Amazon advertising, influencer programs, product listings optimization, customer reviews, sponsored products, and brand stores, businesses can effectively reach their target audience and drive sales.
However, it’s important to keep in mind that success on Amazon requires ongoing effort and optimization.
Staying up-to-date with the latest best practices and continuously monitoring and adjusting your approach can help ensure your Amazon presence remains competitive and effective in reaching consumers.
By implementing the six innovative ways discussed in this blog, businesses can achieve their goals and maximize their success on the Amazon platform.
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