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How to Promote Your Amazon Products for Better Sales

Rebekah Brace
By Rebekah Brace
Joel Taylor
Edited by Joel Taylor

Published May 17, 2022.

A young woman writing on a packaged product she is shipping to a customer while smiling

Amazon is easily one of the most valuable marketplaces globally, capable of generating incredible sales for today’s business leaders. In January 2022 alone, the site boasted more than 2.7 billion visits.

With an Amazon seller account, you can reach a huge audience of customers ready and willing to buy from your organization. However, like any tool, Amazon will give you the best results when you learn how to use it properly—which means knowing the best ways to promote your Amazon products.

Types of Promotions for Your Amazon Products

Running a successful Amazon business takes a lot of work, and you'll need to do the following things to ensure that you do:

  • Learn about calculating COGS for Amazon
  • Find out what an acceptable return on ad spending is for your business
  • Make sure you always have access to the best possible suppliers
  • Keep track of your inventory at all times
  • Learn how to promote your Amazon products on both an internal and external basis

For most online stores, promotion is mainly external and involves ads posted on Google, social media, and other similar strategies. With Amazon, you need to ensure your presence is just as significant within the Amazon marketplace as it is within the broader e-commerce landscape.

External promotion for Amazon involves promoting your products through channels like social media (Facebook and Instagram ads), organic content creation, and search engine optimization. You can also use this guide to effective e-commerce ads to create PPC campaigns.

Internal promotion on Amazon involves leveraging the services Amazon offers to make your products stand out from other competing items. For instance, you can use Amazon search optimization to increase your rankings in the search results.

Importance of Organically Listing Your Amazon Products

Although it’s helpful to ensure your Amazon products are ranking well on search engines like Google, it’s worth remembering that Amazon also utilizes a search engine of its own with specific ranking factors. Amazon determines where organic product listings should appear by calculating how much money each product can potentially make its company.

The higher your product is on the search results for Amazon, the more likely it is to capture your audience’s attention before they’re distracted by a competitor.

You can improve your chances of a high organic listing with the following methods:

  • A strong title Your title needs to immediately tell your audience what the item is and explain why it’s compatible with their needs. Keep the title concise and mention the brand name of the product.
  • Images Photos are valuable to any Amazon listing. A high-quality image improves your credibility, while multiple pictures give your customers a better insight into what they might be getting. Showing the back of a box with any ingredients or instructions is helpful too.
  • Bullet points Bullet points essentially include all of the key facts customers need to know about the product. The bullet points should include the top benefits of your product.
  • Product descriptions Don’t underestimate the product description. Repeat the key selling points and include any supporting facts that might help customers decide.

Ensure your title, description, and other elements of your page are optimized for search engines but don’t stuff them too full of keywords as you run the risk of making your pages sound clunky and disingenuous.

Running Sponsored Product Ads

There are two ways to run sponsored ads for your Amazon products. The first option is to promote your ads internally by paying for a sponsored position within the Amazon marketplace. Paying for a sponsored ad position will place your listing higher on the search results, and you only pay for the placement when shoppers actually click on your ads.

Alternatively, you can drive external traffic to your products through Google Ads. Google Ads is a fantastic way to promote your Amazon products and get the attention of people who might not be browsing Amazon currently.

Google Ads allow you to reach millions of users with targeted campaigns. However, you’ll need to make sure you’re using the right keywords to get the best results. Ensure the ads you target in your Google Ads are the same as the terms in your SEO-based product title. If you plan to utilize this method, then make sure you understand how to track the performance of e-commerce ads.

Share Listings on Social Media

Outside of Google Ads and internal Amazon promotion, one of the best ways to drive more attention to your Amazon pages is with social media techniques like Facebook's campaign budget optimization. You can share your Amazon listings on all the channels where you’re trying to build a following for your brand.

Rather than just spamming your social followers with links to your products, make sure you’re delivering genuine value in your content. You might even publish a social media promo code from time to time so your followers can get a special discount on their purchases.

You can also host contests and giveaways to get people excited and talking about your brand. Ask people to share pictures or reviews of them using your product on Amazon for a chance to win, and you’ll improve your Amazon reputation at the same time!

If you need help with social media ads, consider taking a look at our guide to Snapchat ads or guide to TikTok ads.

How Can You Ensure Your Prices Are Competitive?

Finally, remember that you’ll struggle to grow rapidly on Amazon if your pricing isn’t competitive. Conducting a competitor analysis to see what other people are selling similar products for will ensure you’re not charging over the odds for your item.

Research your competitors by looking for products that share the same characteristics as yours on Amazon, or look at the “other sellers” page on the Amazon listing. Remember to consider the quality of your item when determining its sale price, and use one of the best profit calculators for Amazon to ensure that they are still generating enough revenue.