AMAZON MARKETING: How To Build an Effective AM Strategy


Amazon marketing is essential to every company. Customers today use Amazon as their first point of contact for almost any type of product information. 63% of online shoppers begin their product searches on Amazon. With so many products on the market, it’s easy for potential buyers to overlook your brand. From small businesses to large corporations, you need an Amazon marketing strategy that allows you to make the most of this e-commerce behemoth. That is why we created this guide: to assist you in developing a profitable marketing strategy and succeeding in the Amazon sales jungle. We will also consider Amazon affiliate marketing, as well as its agency and service. Save this post for future reference.

What is Amazon Marketing?

Amazon marketing helps your product and service be noticed by consumers on the Amazon platform. Because the majority of online shoppers search for products on Amazon, you’ll want to make sure your product or service appears near the top of the search results.

Why is Amazon Marketing Important?

Implementing an Amazon marketing strategy is crucial for your company’s sales and margins. If your product is a top search result on Amazon, you have a better chance of making a sale. There are numerous advantages to developing and implementing an Amazon marketing strategy. See the five examples below.

  • Target buyers.
  • Increase brand recognition.
  • Create curiosity with shipping times.
  • Add “customers also bought” recommendations.
  • Gain consumer insight

The bottom line is that Amazon is the undisputed king of e-commerce. Whether you like it or not, you need a marketing strategy to help your brand stand out among the thousands of others vying for consumer attention.

What is the Purpose of an Amazon Marketing Strategy?

Now that we’ve defined Amazon marketing, let’s take a look at why you should invest in developing an Amazon marketing strategy. The answer is as simple as one word: visibility. People will struggle to find your Amazon products if you do not market them. When people can’t find your products on Amazon, they can’t buy from you, and your company loses money.

To benefit from your Amazon presence, you must market your products on the platform. You’ll drive more people to your product pages and increase sales with a strong marketing campaign.

Amazon Marketing Strategy 

Amazon marketing strategy has become a case study at all of the top MBA schools. Amazon’s marketing strategy contributed to the company’s 1.7 trillion-dollar valuation in 2021. So, in this section, we’ll look at Amazon’s marketing strategy and how it helps the company stand out from the crowd.

Amazon’s Marketing Strategy’s Four Ps

Amazon examines a company’s or brand’s “marketing mix,” which includes the 4Ps (product, price, place, and promotion). Here’s a detailed explanation of how each factor works.

#1. Product

Amazon used to only sell books online, but it now sells millions of different products across a wide range of categories. Some of the most popular products include shoes, jewelry, clothing, toys, home and kitchen appliances, electronics, books, the great outdoors, sports, car accessories, and works of art. Amazon sells goods from small businesses and shops, but its brand, Amazon Basics, is promoted.

#2. Price

A company can price its products in a variety of ways. Amazon frequently employs a pricing strategy known as “competitive pricing,” in which it examines the prices of its competitors and bases its prices on them. It helps keep costs low while providing customers with numerous options.

#3. Place

Amazon’s online store has expanded into many parts of the world in recent years. Customers all over the world can now get their hands on millions of products. Even if you live in a remote part of the world, Amazon can deliver packages quickly. The fact that the company ships quickly and has fulfillment centers contributes to its success.

#4. Promotion

Amazon understands the importance of communication in marketing. It employs a wide range of advertising techniques to reach people who might buy or use its products. Amazon has many sales and discounts, which is a great way for the company to build its brand. It runs advertisements on websites, newspapers, television, billboards, and social media, among other places. There are affiliate sites that work with Amazon as well.

Amazon Ad Optimization

One of the effective ways to increase product visibility is amazon ad optimization. By optimizing your Amazon ads, you can ensure that they appear at the top of search results for relevant terms, increasing the likelihood that shoppers will click on your products. Additionally, Amazon offers a range of tools and metrics to help you measure the success of your ad campaigns and make data-driven decisions to improve their performance.

How can you Start with Online Amazon Marketing?

Amazon marketing entails more than one strategy. You can promote your Amazon store using a variety of methods. Here are the top three Amazon marketing strategies!

#1. Amazon SEO

Amazon One of the most effective ways to increase product visibility is through search engine optimization (SEO). People enter related terms into the Amazon search bar and receive results that are relevant to those terms.

#2. Amazon PPC

In addition to helping your product pages rank organically, you can advertise your products on Amazon using pay-per-click (PPC) ads. You can display three types of ads on Amazon: sponsored product ads, sponsored brand ads, and product display ads.
When you use a combination of different Amazon PPC ads to market your Amazon store, you can reach more users looking for your products.

#3. Amazon review management

Product review management is the third marketing strategy available on Amazon. Once you’ve successfully directed people to your product pages, some of them may leave product reviews, which you should take note of.

Other Methods for Marketing your Amazon Store

Not all of your Amazon marketing efforts must take place on Amazon. You can promote your Amazon store on other websites. Here are some excellent off-site Amazon marketing strategies to consider:

#1. Search engine optimization

SEO and PPC can be used on Amazon, but they can also be used on search engines like Google. The same SEO practices that help your product pages rank in Amazon searches can also help them rank in Google searches, which will help people find your store.

#2. Email marketing

Sending emails is another way to market your Amazon products and store. Users can submit their email addresses via email forms on your website. You can create a list of subscribers as users fill out the forms.

#3. Social media marketing

The average Internet user spends 33% of their time on social media platforms such as Facebook and Twitter. That means those platforms are among the best places to advertise online because they provide you with access to a large audience.

#4. Website advertising

Marketing your Amazon products on your website is a final way to promote them online. Calls to action (CTAs) can be placed between blocks of text, or pages can be created that direct users to your Amazon store.

Affiliate Amazon Marketing 

Amazon Associates is the largest affiliate marketing program on the Internet. It enables content creators, publishers, and bloggers to monetize web traffic by promoting Amazon products.

When you sign up for this free program, you will receive links to promote to your target audience. You will be paid a commission if someone clicks on your link and purchases a product. Depending on the product category, Amazon commissions range from 1% to 20%.

The Amazon affiliate marketing program is ideal for entrepreneurs and newcomers to marketing. “When it comes to reputation and dependability, Amazon is among the best. It’s the largest online shopping site where you can get, and sell, everything.

Amazon Affiliate Marketing Program Requirements

To earn money through the Amazon affiliate marketing program, you must first apply. You must meet the following requirements to be eligible for the program:

  • Enrollment and qualification. The most fundamental requirements are that your site (or mobile app) contain original content and be publicly accessible. Your site may also not contain sexually explicit, violent, or otherwise obscene material (including the promotion of such material), promote or engage in illegal activity, be directed at children under the age of 13 or collect data from them, use Amazon trademarks, or violate any other intellectual property rights.
  • Your website contains links. Amazon can track, report, and calculate income by using special links. As a result, you’ll also need a strong cookie policy.
  • You are responsible for your website. You are in charge of the creation, operation, and upkeep of your website.
  • Promotional restrictions. You agree not to engage in prohibited promotional (online and offline) or other advertising activities in connection with Amazon, such as using special links in printed material, ebooks, email, or private messages.
  • Special links are distributed via software or devices. Special links in any client-side software (e.g., a plug-in, toolbar, or widget) on any device, including television set-top boxes or smart TVs, are not permitted.
  • Your website’s content. There are 25 sub-clauses in this section, but the main ones are that you can’t attempt to buy Amazon’s trademark or bid on its keywords, hide your affiliate links or make it clear you’re linking to Amazon, offer “rewards” in exchange for purchasing, use fake product reviews, or generate fake traffic.

These are the six primary participation requirements outlined in Amazon’s comprehensive program policies. While there are many legal clauses, the majority of them are common sense, and honest affiliate site owners will not be concerned.

How to Make Money as an Amazon Affiliate

It is simple to become an Amazon affiliate. However, there is one prerequisite that must be met before signing up: a website, app, or YouTube channel. Before you go to Amazon, make sure you have one of these up-to-date and content-rich alternatives.
You can then apply for an Amazon Associates account.

  • Go to Amazon Associates and click the Sign Up button.
  • Enter your information
  • Include a link to your website, mobile app, or YouTube channel.
  • Create your profile
  • Describe how you generate traffic to your website or app.
  • Add your tax and payment information
  • Use the Amazon associate connector app

The Amazon Associates program makes it simple and free to enter the world of affiliate marketing. All it takes is a website, app, or YouTube channel, an Amazon account, and the creation of content that includes affiliate links.

Amazon Marketing Service 

Amazon Marketing Service (AMS) is the collective term for several Amazon services for sellers, like Sponsored Products, Headline Search Ads (now called Amazon Sponsored Brands), and Amazon Display Ads. As of September 2018, Amazon has rebranded several of its features (AMG, AMS, and AAP) as Amazon Advertising. AMS is now called the Advertising Console.

According to Amazon statistics, Amazon continues to lead the pack by a wide margin, with 37.8% of the retail eCommerce market share. In terms of customers, there are more than 300 million. Nearly 40% of these customers find sponsored ads useful, which is yet another reason to consider Amazon Marketing Service. The following is a list of Amazon marketing services:

#1. Amazon stores

Amazon Stores allow you to showcase your brand and products in an immersive, multi-page shopping experience right on Amazon for free. Using a simple drag-and-drop page builder or predesigned templates, this Amazon Marketing Services product allows you to share your brand story and product portfolio with Amazon shoppers. You can even get an Amazon URL, such as

#2. Custom advertising

Amazon’s custom advertising services provide individualized advertising experiences. The Amazon Custom Advertising Team collaborates with brands to create campaigns that reach customers at every stage of the marketing funnel. Amazon creates end-to-end campaigns using Amazon’s shopping analytics to ensure that your message is delivered in the most effective way possible.

#3. Amazon DSP

Amazon DSP is a demand-side platform from Amazon Marketing Services that lets advertisers programmatically buy display, video, and audio ads both on and off Amazon. Both self-service and managed-service options are available.

How to Qualify for Amazon Marketing Service

Not everyone has access to the powerful features offered by Amazon Marketing Services. If you want to use these features, you’ll need to have one of these accounts:

  • Seller Central
  • Vendor Central
  • Advantage Central
  • Kindle Direct Publishing (KDP)

As an agency representing an Amazon merchant, you can also gain access to Amazon Marketing Services.

Amazon Marketing Agency

We’re sharingthe lead Amazon marketing agency in the world. They each approach Amazon marketing differently and can assist you in navigating what can be a difficult and costly paid media experience to generate results.

#1. Nuanced Media

Nuanced Media has assisted local, national, and international clients in refining their Amazon marketing strategies. They assist Amazon sellers and vendors in creating more value and connecting better with their target audiences as a dedicated marketing agency that includes Amazon in their list of services.

#2. Disruptive Advertising

Disruptive Advertising is a full-service Amazon ad agency and is regarded as one of the best Amazon PPC management agencies on the market. Their Amazon experts will audit your account to identify gaps and opportunities. According to testimonials on their website, they have assisted in increasing revenue by up to 300% in the first two months.

#3. Thrive Internet Marketing Agency

Thrive Internet Marketing Agency provides a wide range of marketing services, including Amazon services. Amazon PPC services are included. Their Amazon marketing experts will assist you in maximizing your budget by focusing on increasing your ROI and lowering your sales advertising costs (ACoS). They accomplish this by developing a well-defined, customized strategy and setting realistic goals.

#4. Emplicit

Emplicit calls itself a “co-dependent eCommerce optimization partner.” They collaborate with their clients as they navigate all stages of the sales process. Their team will ensure that you have the custom strategy and content to help you reach your target market. If you want to entrust more responsibility to them, they also have a team at hand to take over the running of your Amazon store.

How does Amazon do marketing?

Amazon uses the high-runner strategy to market its products. This strategy makes use of data to determine which products are in high demand in each category. Amazon’s pricing algorithm then competitively prices those products and relies heavily on advertisements to draw people to these products.

Is Amazon marketing free?

Experimentation is the best way to determine a daily budget on Amazon. You can begin advertising for no more than $5 to $10 per day, although most successful campaigns cost at least $50 to $100 per day. There is no correct daily budget.

What is the advantage of Amazon marketing?

Improving sales history and product visibility; raising brand awareness; gaining valuable insights on changing consumer habits; and optimizing campaigns to reach a more targeted audience

What strategy does Amazon use?

Amazon’s business strategy consists of focusing on investing in technologies, enhancing its logistics applications, improving its web services by increasing fulfillment capacity, implementing an M&A strategy, conducting R&D activities in logistics, experimenting with fintech, and securing its inventions using patents.

What advertising methods does Amazon use?

  • Sponsored Products. 
  • Sponsored Brands. 
  • Audio ads. 
  • Sponsored Display. 
  • Stores. 
  • Video ads. 
  • Custom advertising. 
  • Amazon DSP.


That’s all there is to it. For any brand, Amazon advertising is still a game changer. It is one of the many reasons why small businesses can easily scale up. Some old PPC campaign rules still apply, but there is a lot of room to experiment and learn. Whether it’s Amazon PPC or Amazon SEO, we’ve always prioritized staying ahead of the competition.


Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like