Amid the pandemic, businesses are shifting from retail outlets to virtual platforms to ensure sustainability. This digital transformation has made Amazon the biggest virtual marketplace. With over 480 million products for sale on Amazon alone in the United States, brands need a way to stand out on the digital shelf. Amazon Marketing Services(AMS) aid this need. AMS has changed Amazon’s marketing by improving discoverability and offering a way for brands to place ads with top ranking.
WHAT IS AMS?
Amazon Marketing Services (AMS) is Amazon’s pay-per-click (PPC) platform where sellers can get their product(s) in front of relevant visitors based on keywords, products, and shopper interests.Amazon SEO services are a must for any Amazon vendor. Reasons are as follows -
- Increased brand visibility
- Higher conversion rates
- The phenomenal growth in the online retail sector
- More ROAS (Return on ad- spend) with AMS
These advantages make AMS an essential kit for every seller on Amazon. Also, there are a few tools and features that set AMS apart from other online marketing strategies-
Amazon SEO
Since Amazon is primarily a buying platform, its search algorithm (A9 Algorithm) works differently than Google or Bing algorithms. Amazon search engine optimization is the process of optimizing your Amazon product listings to rank higher in Amazon searches for related product keywords.
Product Listing Optimization
An Amazon product listing is a page for displaying products available for sale on Amazon. Amazon listing optimization is the process of upgrading product pages to improve their search visibility, click-through rate (CTR), and conversion rate (CR) to generate sales. It includes strategies like optimizing keyword discovery, listing text, image content, and the number of reviews.
Brand Analytics
Brand Analytics is a feature that contains valuable insights to empower sellers. It enables them to make informed, strategic decisions about their product portfolio and marketing/advertising activities. Three of the most beneficial brand analytics features include-
It provides a scalable, predictable approach to grow revenue by applying data, technology, and inbound selling- demand.
AMS crafts the budget with its key metrics which are-
Impressions:
The number of times advertisements are displayed within search results.
Clicks:
The number of times any ad clicked on.
Cost-per-Click:
The amount paid for every click that an advertisement gets.
A demographic report shows the breakdown of Amazon customers (in aggregate) by age, household income, education, gender, and marital status. This information authorizes amazon sellers to assess insight for targeted marketing campaigns. It eases product portfolio decisions based on customer penetration by demographic.
Sponsored ads and campaigns:
These are keyword targeted cost per click search ads. Sponsored product ads are a great way to get additional sales for vendors. Campaigns are a great way to showcase product benefits to their target customer through search queries they use. These features can do wonders for an online business if used correctly. However, even Amazon cannot escape from its limitations. Service complications often leave sellers bewildered to their perusal while trying to control AMS on their own. They often come across the following discrepancies-
Optimizing sponsored product advertising efforts while treating each ASIN (Amazon standard identification number) as a single business can be tedious. An Amazon marketing service provider can step in to take over these operations. This allows business owners to focus more on their business growth.
Amazon has changed a lot in 10 years. Policy changes like incentivized review bans or suspension policies can throw a curveball at marketing efforts. An AMS agency with a research and development team can tackle policy change issues efficiently. They’re responsible for keeping the team informed on trends and platform changes to make sure that clients are ahead of the competition.
TECHNICAL AND KNOWLEDGE ISSUES:
Product content quality is a significant factor in influencing both organic rank and detail page conversion rates. But, understanding Amazon’s A9 algorithm for improving product SEO can be an uphill battle. An AMS agency can research and optimize relevant keywords to pivot content around them. They have the resources to write out copies for individual ASINs( Amazon Standard Identification Numbers).
DELAYED RESPONSE FROM AMAZON SUPPORT:
For a vendor, an Amazon service representative acts responsible for the first five or six months and then goes silent. Although vendors might feel that having direct access to Amazon is convenient. But, in the end, their reps still work for Amazon and not for the vendor. Their top priority will always be to grow Amazon’s bottom line. Any seller on Amazon is just their customer. They won’t be prioritizing Amazon sellers over the organization they work for. On the other hand, an agency will always prioritize their client. An agency can make a difference by cultivating relationships with amazon reps for its client’s benefit.
UNABLE TO LOCATE THE CAUSE OF MONEY LOSS:
Business owners often cannot identify the cause of increasing costs and losses. It can be something as basic as a significant amount of a product cost in FBA fees. Fulfillment By Amazon (FBA) fees is an amount levied by Amazon for a service that provides storage, packaging, and shipping assistance to sellers. An AMS agency can easily assist in identifying this “money leak”. It will have the knowledge and experience to identify problems with appropriate solutions. It can regularly closely monitor client accounts to ensure things are moving smoothly. Amazon Marketing Services is an effective tool that enables vendors to beat competing brands by driving more traffic to brand and product detail pages. It gives vendors direct opportunities to put their brand and products in front of more in-market shoppers on Amazon. Deploying AMS it to its complete efficiency can be tricky. This is where a professional AMS partner comes into play. An agency assists amazon vendors to reach the full potential of AMS and reap various benefits. At Oodles, we understand the importance of this mutualism and take over the mundane processes involved with AMS. Our seasoned professionals come up with ideal optimizing processes for top ranking and performance. Connect with us at info@oodlesmarketing.com for more information about AMS.
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