MINI PROJECT WORK ON AMAZON

CUSTOMER RELATION MANAGEMENT

SUBMITTED BY: MADHAV RAJBANSHI 19MBARO228

SHERYANSH NEWAR 19MBARO177
WAYHIL AMHED KOLA 19MBARO189
MOHAMMED FAISAL 19MBARO216
Amazon (company)

Amazon.com, Inc., is an American multinational technology

company based in Seattle, with 750,000 employees. It focuses on e-
commerce, cloud computing, digital streaming, and artificial intelligence.
It is considered one of the Big Four tech companies, along
with Google, Apple, and Microsoft. It has been referred to as "one of the
most influential economic and cultural forces in the world."
Amazon is known for its disruption of well-established industries through
technological innovation and mass scale. It is the world's largest online
marketplace, AI assistant provider, and cloud computing platform as
measured by revenue and market capitalization. Amazon is the largest
Internet company by revenue in the world. It is the second largest private
employer in the United States and one of the world's most valuable
companies.
Amazon was founded by Jeff Bezos in Bellevue, Washington, in July
1994. The company initially started as an online marketplace for books
but later expanded to sell electronics, software, video games, apparel,
furniture, food, toys, and jewellery. In 2015, Amazon
surpassed Walmart as the most valuable retailer in the United States
by market capitalization. In 2017, Amazon acquired Whole Foods
Market for US$13.4 billion, which vastly increased Amazon's presence
as a brick-and-mortar retailer In 2018, Bezos announced that its two-day
delivery service, Amazon Prime, had surpassed 100 million subscribers
worldwide.
Amazon distributes downloads and streaming of video, music,
and audiobooks through its Prime Video, Amazon Music,
and Audible subsidiaries. Amazon also has a publishing arm, Amazon
Publishing, a film and television studio, Amazon Studios, and a cloud
computing subsidiary, Amazon Web Services. It produces consumer
electronics including Kindle e-readers, Fire tablets, Fire TV,
and Echo devices. In addition, Amazon acquisitions
include Ring, Twitch, Whole Foods Market, and IMDb. Among various
controversies, the company has been criticized for technological
surveillance overreach, a hyper-competitive and demanding work
culture, tax avoidance, and anti-competitive practices.

History
 History of Amazon

Company's largest campus outside USA inaugurated

in Hyderabad, India in September 2019
Jeff Bezos founded Amazon in July 1994. He chose Seattle because of
technical talent as Microsoft is located there In May 1997, the
organization went public. The company began selling music and videos
in 1998, at which time it began operations internationally by acquiring
online sellers of books in United Kingdom and Germany. The following
year, the organization also sold video games, consumer electronics,
home-improvement items, software, games, and toys in addition to other
items.
In 2002, the corporation started Amazon Web Services (AWS), which
provided data on Web site popularity, Internet traffic patterns and other
statistics for marketers and developers. In 2006, the organization grew
its AWS portfolio when Elastic Compute Cloud (EC2), which rents
computer processing power as well as Simple Storage Service (S3), that
rents data storage via the Internet, were made available. That same
year, the company started fulfilment by Amazon which managed the
inventory of individuals and small companies selling their belongings
through the company internet site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business,
purchasing Whole Foods Market supermarket chain five years later in
2017.

AMAZON’S CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY

Amazon has a reputation for providing the customers with all things that they
need, all in one convenient space. What has since become called as 'the Amazon
Effect,' the company has successfully managed relations with millions of
customers worldwide without ever meeting them face-to-face. The entire
process of shopping at Amazon is very smooth and easy. It has a simple and
easy-to-use interface, stored personal and card details, and one-click ordering,
all of which make it possible to make purchases quickly and smoothly.
Customers also get benefit from recommendations of products that are based on
earlier purchases, a concept that has worked well both on the website and on its
Kindle devices. This clever use of customer data makes sure that its customers
continue to feel valued while allowing Amazon to keep coming up with new
and innovative ways of retaining and attracting customers.

About the company

Amazon was established in the US and is an e-commerce giant which sells

products to millions of customers all over the world.

It initially started as a books retailer but now sells an extensive array of products
through its own store along with extensive online marketplaces.

Amazon is also the creator of the Kindle device, an electronic reader and the
most popular product of its kind.

Amazon’s CRM Success

Customer Relationship Management (CRM) is the basis behind all of these

useful features. Amazon has built its own CRM software in-house, meaning it is
tailored to its own exact requirements and needs. Their software allows Amazon
to encapsulate customer data, such as previous purchases and location, and use
that to instantly modify and customize a user's overall on-site experience.

Amazon’s CRM also tackles most of their customer queries before reaching the
stage where human involvement is required. For example, each customer can
easily access their order history, which allows them to see which products they
have ordered, current status in the delivery process, and how much they have
spent on it. Their returns policy is similarly automatic, significantly reducing
their need for customer service staff and the costs associated with them.
Top 5 Ways Amazon uses CRM

Data collection

Amazon encourages all of its users to create personal accounts to make it easier
for them to make future purchases and keep track of their orders. These
customer accounts also give Amazon a targeted marketing mechanism as
customers can be communicated with via emails with offers and promotions
based on their previous purchases.

Personal data storage

One way in which creating an Amazon account benefits the customer is ease of
purchase. With a personal account all personal, payment and address details can
be stored- allowing for swift, quick and easy future purchases.

Recommendations

Amazon pioneered the recommended products feature. Whenever users are

logged into their account, Amazon will recommend products they may be
interested in based on past buying habits. More recently, Amazon introduced
the 'customers who bought this item also bought' feature. These
recommendations are perfect for boosting sales without the customer feeling
pressured into buying.

Customer support
Amazon’s returns process is dealt with entirely online through a customer’s
account. If there is an issue that does require a customer to speak with a
customer service assistant over the phone, they will have access to the
customer’s account and order details, meaning that any issues can be dealt with
quickly and efficiently.

Kindle Marketplace

From storage to personal accounts, payments and recommendations, without

CRM the Kindle products and experience would not be the same.

STRATEGIES FOR ENHANCING CUSTOMER SATISFACTION

Relentlessly dedicated to providing an unmatched customer experience,

Amazon has truly pioneered what it means to put the customer first.
Since its inception in 1995, Amazon’s core mission has been to be
“Earth’s most customer-centric company.” More than two decades later,
Amazon has yet to abandon this mentality. In fact, the sentiment rings
true today more than ever. 

With the development of Amazon Prime, the Alexa-enabled suite of

voice-activated devices, ongoing technological advancements, and an
acute attention to convenience and customization, Amazon has paved
the way for retailers and brands interested in optimizing their interactions
with customers. 

In doing so, the e-commerce leader has effectively been able to meet
the needs of its customers, while simultaneously driving steady sales
and traffic to its platform. In this comprehensive playbook, discover how
understanding the customer journey can optimize your Amazon go-to-
market strategy and drive shopper loyalty. 

What’s Inside the Playbook?

 Strategies you can implement to excel at both new customer

acquisition and existing customer retention
 An overview of the customer journey and how you can influence
each stage
 Proven ways that strategic advertising can propel customer
awareness
  Measures Amazon has taken to build its customer-first model, and
how you can apply them to your own operation

When consumers are ready to buy a specific product, nearly three-

fourths go directly to Amazon. In order to convert these customers into
repeat buyers, you need to keep a constant pulse on their motivations
and preferences in order to inform any optimizations you make as well
as your greater Amazon strategy. 

By understanding the customer mindset and how customers move

through their purchase journeys, you will be armed to attract and
maintain existing and prospective customers, maintain strong seller
performance metrics, and experience sales growth from satisfied
customers that share your products with their own communities.

CUSTOMER LOYALTY AND ENHANCING CUSTOMER SATISFACTION

Customer satisfaction and customer loyalty Customer satisfaction directly

means that the customers’ overall evaluation of their experiences and the
expectations with a product or service provider (Johnson & Selnes, 2004).
Oliva, Oliver & MacMillan (1992), primarily proposed the theory of
“expectation inconformity”, that is, when the goods' practical situation is
beyond their expectation the customers will feel satisfied. However,
contemporarily come up with that the products and service quality will also
directly affect the customers' satisfaction. The basic assumptions are that
improved the quality of the products leads to add satisfaction, which in turn
makes customers more loyal further leads to more profit (Johnson & Selnes,
2004). Customer satisfaction is refers to the value of the subjective experience
of good’s value has a very good relationship (Sallberg, 2004). Which is “the
customers’ comparing applause of an e-commerce enterprise, which causes
the customers’ re-purchase”? (Brassington & Pettitt, 2003) At the same time,
researches indicated that the customers' satisfaction with online business has
a positive works on their loyalty (Sallberg, 2004). Customer loyalty is a self-
reinforcing system in which the firm delivers superior value Customer Loyalty
of Amazon --how to build a long lasting relationship? 13 consistently to find
and keep high-quality to customers (and, where applicable, employees). The
marketing literature defined that customer loyalty can be divided in two
distinct ways: the first can be evaluated loyalty as an attitude. Create a
personal different feelings overall accessories of products, services or
organization. These feelings define the individual's degree of loyalty. The
second evaluation of loyalty is behavioural. Examples of loyalty behaviours
include from the same supplier to continue to purchase services, increasing the
dimension and or boundary of a relationship, or the recommendation. The
behavioral viewpoint of loyalty is similar to define the loyalty in the literature
of service management (Sallberg, 2004). There are three measures of customer
loyalty that could be devised by loyalty (Anders, 2000): • Customer's primary
behaviour – recent effects, frequency and sum of purchase; • Customer's
secondary behaviour - customer recommendations, endorsements and
spreading in the word; • Customer's purpose to repurchase – that is means the
customer ready to repurchase products or services in the future The economic
benefits of high customer loyalty are essential. When they consistently deliver
superior value and win customer loyalty, market share, revenues and
profitability all go up, and the cost of acquiring new customers goes down.
When the firm has lots of loyal customers, it will receive lots of benefits. The
economic benefits that a firm receives from cultivating close relationships with
its customers, a variety of customer behavior benefits and human resource
management benefits are also often received (Wilson et al., 2008). 2.5 The
relationship between satisfaction and loyalty There is a significant positive
relationship between customer satisfaction and customer loyalty (Colgate &
Stewart, 1998; Hocutt, 1998; Patterson & Spreng, 1997) Customer Loyalty of
Amazon --how to build a long-lasting relationship? 14 Firstly satisfaction would
be created when the performances of products or services were achieved
customers’ expectation. And then the customer loyalty comes out. Therefore it
can be told that when satisfaction reaches a certain level, loyalty will increase
dramatically. At the meanwhile, when satisfaction declines to a certain level,
loyalty will drop equally dramatically.
Marketing Strategy

Amazon Marketing Strategy

AMAZON PROMOTION STRATEGIES

Amazon is steadily expanding its lead in e-commerce. More and more
manufacturers and sellers offer their products via Amazon to benefit
from this vast sales potential. The rising competition forces salespeople
to engage more intensively with Amazon marketing channels.

We help sellers and vendors develop an Amazon marketing strategy. In

this comprehensive overview, we describe the many different ways to
conduct Amazon marketing and discuss the differences in marketing
between sellers and vendors.

What is Amazon marketing? And what is the best Amazon

marketing strategy to use?

Amazon Marketing is a set of actions to promote and sell products on

Amazon and includes:

 Amazon SEO – Optimizing product pages to improve their visibility

in Amazon’s organic search results
 Amazon Advertising – Using native Amazon advertising formats
to endorse brands and products
 External Marketing – Using promo channels not offered directly
by the platform

Amazon SEO takes place on the platform (On-Amazon); most measures

are free of charge (Non-Paid). Advertisement on Amazon is usually
subject to a fee (Paid), and the advertising itself may take place directly
on Amazon or other websites and platforms (On- and Off-Amazon,
respectively). External Marketing is Off-Amazon and can be either Paid
or Non-Paid.

Amazon Marketing Strategy is a blueprint for achieving a competitive

advantage on the Amazon platform via the following channels:
 a

1. Amazon SEO — Rank High in Search Results

Search Engine Optimization (SEO) is one of the best-known methods of

online marketing. SEO helps you to appear as high as possible in the
search results for specific queries. Today, more product searches are
started directly on Amazon than on Google. This makes Amazon the # 1
product search engine on the Internet.

Making sure your own products rank high on Amazon is all the more
critical. As a result, Amazon SEO is one of the most essential elements
in an Amazon marketing strategy. Here are the key factors for a
successful ranking on Amazon:
1.1 Keywords: Essential Research and Proper Placement

Researching and selecting the best keywords for a product is at the core

of Amazon SEO marketing. Once all the relevant keywords have been
researched and assigned to the product, a larger variety of search
queries can display the product in the search results. The product
becomes more visible.
The right placement of the keywords in the product is just as important
for the ranking. Through in-depth testing, we’ve found that the most
important keywords for a product ranking are the ones in the title,
followed by the generic keywords (or “search terms”). The latter are
entered in the backend; they don’t appear on the product page.

Both are followed by keywords in the product attributes (bullet points)

and the description. Repetition of keywords brings no advantage and is
therefore not necessary — in fact it merely wastes valuable space. For
more details on keywords and SEO, check out The Complete Guide to
Amazon SEO & Higher Rankings.

Tip: Use Sonar to find the best keywords for your product listing – it’s
a free Amazon keyword tool with actual search volume for keywords on
Amazon.

Take care when entering your “generic keywords” in the backend:

Amazon will ignore them if they exceed 249 bytes.

1.2 Product Text — Optimize for Humans and Machines for

Best Results

Follow these Amazon marketing principles when creating descriptions

and product texts (title, bullet points, product description, EBC / A +
content):

 Information: Provide all necessary information for the buying

decision
  Communication (Advantages/Benefits): Highlight the benefits
and USPs of the article in the description. How do your product’s
features help potential buyers? How exactly do they benefit from
them?
 Presentation: Present and structure information so that customers
can receive it quick and easy

Additional content marketing options are available for sellers

with Amazon Brand Registry (Enhanced Brand Content (EBC))
and vendors (A+ Content). An integrated modular system, for example,
enables the combination of texts and images to high-quality product
description. The result: Vastly improved options to show off products
and brands and to utilize cross-selling.

While optimizing product content, it’s important to keep in mind how it

will appear on mobile devices. Text (such as bullet points and product
description) comes out significantly shorter so that the most important
information should always be listed first.

1.3 Product Images: Plenty of Pics in High Resolution

Pictures often say more than a thousand words. That’s why attractive,
conversion-optimized product images play an important role in Amazon
marketing. The first thing a customer sees of a product is its images.
Professional and deliberate product images make a good impression
and thereby increase the click rate and conversion rate (more tips for
optimizing product images).

1.4 Product Reviews: Nurture Positive Feedback

Amazon reviews can just as much boost a product as they can ruin it.
That means it is vital to respond to negative reviews. At best, careful
review management converts a negative rating into a positive one.
So-called product test or deal platforms can be used to generate
reviews, but it is important to double-check that they conform to
Amazon’s review guidelines. Amazon itself also offers vendors and
sellers its fee-based review generation programs: Amazon
Vine (vendors) and the Early Reviewer Program (sellers).

1.5 Questions & Answers: Add Missing Amazon Marketing

Information

The questions that customers can ask on the product page are just as
important. Customers often ask about specific details of the application
or other information they can’t find on the product page. Sellers,
vendors, and other customers can answer questions. Sellers and
vendors should address unanswered questions regularly to ensure that
customers receive correct answers.

Doing so will also improve the information content of the product page:
The questions often point to larger information gaps, which can now be
added to the description.
1.6 Product Information: Crucial for Filter Navigation

Additional marketing information can be entered for each product on

Amazon, for example about material, weight or energy efficiency class.
Fill in this information as thoroughly as possible: 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.

1.7 Price: Competitive Pricing Refines Ranking

An attractive price is conducive to organic ranking. Whether or not a

price is “attractive” depends on the competitive environment of a
keyword. Salespersons should compare the prices of the products above
and below their own product and, if possible, position themselves
competitively. The best way to determine the “perfect” price setting for
a product during your Amazon marketing campaign is ultimately by
simple experimentation. Sellics quickly reveals the impact of a price
change on the ranking.

1.8 Delivery Method: FBA Leads to Better Ranking

The use of the FBA (Fulfilment By Amazon) shipping service also has a
positive impact on ranking. More and more buyers are Amazon Prime
members who prefer to buy FBA products because they don’t pay
shipping fees.

In other words: You can achieve more sales and a better conversion rate
with FBA. This, in turn, has a positive effect on the ranking.

2. Amazon Advertising

2.1 Paid Advertising

Amazon Marketing Services

Various types of ads can be displayed in search results and on product

pages of the Amazon website by using Amazon Marketing Services
(AMS). These adverts link to product pages or other landing pages
within Amazon (On-Amazon marketing).

AMS charges are click-based (PPC — pay-per-click or CPC — cost-per-

click).
Amazon Marketing Services addresses target audiences very precisely.
It is very effective and should be part of every Amazon marketing
strategy.

AMS offers three different advertising formats: Sponsored Products,

Headline Search Ads, and Product Display Ads. Vendors can use any of
these formats if they have an AMS account and are logged in to it. So
far, sellers are limited to Sponsored Products and Headline Search
Ads in their Amazon marketing efforts — at least these tools can be
accessed directly through the Seller Central account.

 Sponsored Products (Vendor + Seller): Comparable to Google

Adwords, Amazon’s “Sponsored Products” allows sellers to bid on
the ranking of an ad in the search results. The ads can appear at
the beginning, in the middle, at the end or even next to the search
result. 1st place on Amazon will thus be accessible, or
“purchasable”, for every merchant. The ads also appear on
product pages. You can set your ads to appear for specific
keywords (keyword targeting). Also new: The Off-Amazon Ad
Retargeting for Sponsored Products (currently in beta, only on
amazon.com). Go here for the best tips and strategies on
Sponsored Products.
 Sponsored Brands (previously: Headline Search Ads)
(Vendors + Sellers with Amazon Brand
 Registration): Sponsored Brands are banners that can be
deployed in different places on the Amazon search results page.
The banners might, for example, link to an Amazon landing page
with selected products. They can also be deployed in response to
specific keywords (keyword targeting).
 Product Display Ads (only for vendors): Product Display Ads
appear on product pages below the Buy Box. They can be
deployed for specific products or via interest-based targeting.

For the best “Amazon PPC” learning experience join our

free Sellics Academy. Register now!

Amazon Advertising Platform

The Amazon Advertising Platform (AAP) is a display advertising network

from Amazon. With AAP, banners and other advertising formats are
shown on Amazon, but also on external sites (On + Off Amazon
campaigns). Both products on Amazon and external offers/websites can
be advertised or linked (Link In + Link Out).
The cost of AAP is impression-based (CPM). AAP is accessible to all
advertisers (vendors, sellers, or third parties) but it requires a relatively
high minimum Amazon marketing budget.

Amazon Media Group

The Amazon Media Group (AMG) is Amazon’s advertising department.

All the various services in the field of advertising come together here. As
a managed service, AMG also offers complete planning and
implementation of advertising activities across multiple channels. This
includes the advertising formats of AMS and AAP as part of an AMG
package. Further Amazon marketing options are e.g.

 More choices for display advertising on the Amazon homepage

 Newsletter campaigns
 Advertising on Amazon Devices (such as Kindle Fire or Fire TV)
 Flyers in parcels
 Custom solutions

Like AAP, AMG is accessible to all advertisers (vendors, sellers, or third

parties), but it requires a relatively high minimum budget.

2.2 Discount Deals in Amazon Marketing

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

Free of Charge

Sale Price
A time-limited, reduced price offer is one of the most manageable
actions. On the product page, the customer sees the regular price as a
strikethrough price, followed by the sale price and the savings (“you save
X%”).

Promotions

Amazon merchants can use a variety of marketing & promotion

tools to inform customers about sales or special discounts:

 Percentage-off: The item price will be reduced by an amount or

percentage of your choice. Discounts may be granted on a single
product, on a specific number of products, or on a particular
combination of articles. The promotion is either made visible
directly on the product page (for example, for cross-selling) or with
the help of generated coupons, which you can distribute over
different channels.
 Free Shipping: With this promotion, the shipping is free for your
customers. You take over the costs instead.
 Buy one, get one free: The buyer receives a free product for
every purchased product.
  Giveaway: To create competitions. You can set individual prizes
and conditions for each sweepstake promotion.
 Social Media Promo Codes: Promotions with a percentage-off
discount. These promotions receive their own Amazon marketing
page, which you can share through social media or other
channels.

A promotion can be distributed to target specific customers (e.g. through

a newsletter) or be published directly on the Amazon product page,
where it is visible to all users (e.g. for cross-selling). If the discounts are
publicly visible, they will also appear in the search result for the
respective product (on Amazon.com, however, this is no longer the case
— Marketplaces of other countries may also be affected soon).

The promotional discounts increase the conversion rate and sales, which
in turn has a positive effect on the ranking. Thus, coupons are another
way to operate Amazon SEO. The promotions can be created and
distributed free of charge. There are no further costs for the seller aside
the discount.

Subject to a Fee
Amazon Lightning Deals, Prime Day, etc.
The “Amazon Lightning Deals” are a special form of discount. Here, a
predetermined quota of an item is featured for a short time (4 to 12
hours) at greatly reduced prices. Consider them support for the classic
Amazon marketing promotions.

An advantage of the Lightning Deals: The offers are listed on the

central Amazon Deals page. This separate page is often accessed
directly by customers (especially for promotions such as Prime Day),
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.

Amazon sets limiting criteria for item quantity and price to create a
Lightning Deal. Sellers can only generate Lightning Deals for products
that have already been pre-selected or qualified by Amazon. Vendors,
on the other hand, can freely select products for Lightning Deals from
their product catalog. The use of a Lightning Deal is subject to a fee.

The participation in special Amazon marketing promotions such as

Prime Day or Christmas campaigns is also set up via Lightning Deals.
Proposals must be submitted to Amazon within a particular time frame
before the promotion. Lightning Deals are also slightly more expensive
during these special Amazon promotions.
Coupons
“Coupon” promotions have long been reserved for vendors. Since
recently, sellers can also use them. A coupon will be displayed on
Amazon in search results, on product pages, on the Amazon central
landing page, in the shopping cart, and on Amazon’s dedicated
marketing pages. With a coupon, you can grant customers a discount of
your choice on one or more products.

These are the main differences to other discounts:

 Visible on the main Amazon page as well as on Amazon’s special

marketing pages
 Increased visibility with a special coupons label in the search result
and on the product page
 Subject to a fee
2.3 Amazon Brand Stores

Vendors and sellers who have registered a brand with Amazon can
create a brand store. This type of shop is assembled with a modular
system and can contain several navigational layers to present the
assortment of goods. Use unique pictures and texts to present your
brand in an appealing way. The brand shop has its own URL and is
therefore ideal as a landing page for external traffic.
3. External Amazon Marketing (aka Off-Amazon): Lead More

Customers to Amazon, Generate More Sales

After this detailed overview of the marketing activities that are carried out
directly on Amazon or belong to Amazon’s promotional offers (On-
Amazon marketing), let’s now take a look at the ways to advertise
products on Amazon from outside (Off-Amazon marketing).

Off-Amazon measures guide users who are not yet on the Amazon
website directly or indirectly to your product page on Amazon. The
principle is relatively simple: A link on an external page leads to your
product on Amazon. The external site directs users to Amazon, where
they buy the product. Useful landing pages are a product page, a
product selection page, or the Amazon Brand Store.

In contrast to Google, where the linking alone leads to a better ranking in

the search results, the link to Amazon is only useful if it generates more
purchases. The key question for sellers is, therefore: Where can I place
links to my products to lead additional buyers to my Amazon site? Here
are some possibilities.
3.1 Amazon Marketing: External Strategy

“Pay-per-click” advertising

Pay-per-click models like Google Adwords, Facebook ads, or banners

are an easy way to place external links. The ads link to the product on
Amazon. When a user clicks on the ad, they go directly to the product on
Amazon.

Newsletter / E-Mails

Newsletters are also great for Off Amazon marketing. Sellers can
regularly offer their customers new products via the newsletter. If these
products link to Amazon, the recipients can conveniently buy the
products. The seller thus generates additional sales on Amazon, which
he would not have achieved without Off-Amazon marketing.

Content Targeting

Another possibility is the marketing of products through content. If you

provide well-known bloggers, YouTubers, or Instagramers with your
product for testing, they can publish the test results for their followers
and link the product. You can also actively participate in expert forums
and discussions related to Amazon marketing in social networks.

Deal Sites / Coupons

Amazon coupon codes can be published on well-known coupon sites

(for example coupons.com, retailmenot.com, frugaa.com). Users can
redeem the coupons on Amazon, which leads to more sales. Pay close
attention to the terms of use of the coupon pages, though. Some sites
prohibit deals for individual products.

Social Media
Brand pages in social networks can be used to grow brand awareness,
strengthen customer loyalty, and raise awareness about the product
offering on Amazon. Host a competition, for example, or point out new
products or current Amazon deals.

3.2 Your Online Store or Amazon?

Off-Amazon advertising also has a positive impact on the

organic ranking

Many merchants and brands ask themselves: Why should I send traffic
to Amazon instead of my own online shop? The advantages of your
own online shop: No fees and more control over your Amazon marketing
efforts.

Here’s an argument in favor of sending traffic to Amazon: Amazon offers

a much larger marketing platform and farther reach compared to
many online shops. Any additional sales through external traffic only
improve the ranking and visibility on Amazon. Kavaj, a manufacturer of
iPhone and iPad cases, estimates that for every sale generated by Off-
Amazon advertising, there are 3-4 more On-Amazon sales as a result of
the improved organic ranking.
 

Offsite Amazon marketing combined with a special landing

page

The most successful merchants use an individual landing page for their
Off-Amazon marketing strategy. Instead of linking directly to the product
on Amazon from the external page, external traffic first reaches the
landing page. It usually looks similar to an online store and presents the
products in a very appealing way. Unlike an online store, however, you
can’t buy the products directly on the website. Instead, clicking on the
“buy” button will lead you directly to the product on Amazon, where you
can finally buy it. The landing page acts as a medium to make the
product even more attractive to customers, to increase the purchase
probability. The landing page is also useful for building a newsletter
mailing list, which in turn can be used for other Off-Amazon advertising
(see above).

Start an upward spiral with Amazon Marketing

Put simply: The more a product sells on Amazon, the better it will rank in
organic search results. Every advertising measure, which — whether
On- or Off-Amazon — successfully increases the sales of a product on
Amazon, always has the positive side effect that it improves the ranking
of the product. In the context of an Amazon marketing strategy, you can
start an upward spiral: Introduce a new marketing measure and generate
the first sales. This improves ranking. The higher ranking increases
sales, and you earn more money, which you can reinvest into your
marketing efforts.
Sellics: Successful Advertising on Amazon

Sellics helps vendors (Sellics Vendor Edition) and sellers (Sellics Seller
Edition) achieve maximum success with their Amazon marketing
strategy:

Amazon SEO:

 Keywords: Tools for keyword research, keyword optimization, and

ranking tracking
 Content: Content check and product recommendations
 Reviews and Questions & Answers: Tracking, email notification
for new reviews and/or questions & answers, review management
tool, analytics