This post will cover how sellers can drive traffic to Amazon listings without Amazon Ads. Amazon offers multiple tools and resources that sellers can utilize to increase the viewability and traffic their products get such as merchandising techniques, promotions, and off-platform marketing. Let’s face it, Amazon Ads can be expensive. Lucky for Amazon sellers, there are a suite of resources to drive traffic to Amazon listings without spending any money on Ads. When sellers take advantage of the resources available, not only will customers be able to find their products more efficiently, but they will also be able to fully understand the value points that each product provides. If you can drive traffic and convert it to sales without the cost of spending on Amazon Ads, you will have a more profitable selling experience. This post will show you how to drive traffic to Amazon listings without Amazon Ads by best practices from merchandising, promotions, and sending traffic outside of Amazon to your listings.
Drive Traffic To Amazon Listings Through Merchandising
There are several ways to merchandise your product and brand on Amazon that can help drive traffic to Amazon listings without spending a dime on Amazon Ads including SEO, Amazon Storefront, A+ content, and Amazon Posts.
Amazon Search Engine Optimization (SEO)
Organic searches are one of the best and most pivotal ways to generate continuous traffic to your listings without the need for continuous investment in Amazon Ads. You can maximize your product’s ability to show up in organic customer searches by creating strong written content through Search Engine Optimization (SEO). This content includes your product’s Titles, Product Descriptions, Bullet Points, and listed Search Terms. SEO is the process by which Amazon ranks certain products higher in the store based on how they fall into top customer searches and discovery techniques. Sellers can take advantage of SEO by compiling a list of keywords and phrases that customers would search to find their product or similar products like it. You can build this list by putting yourself in the customer’s shoes, survey or Amazon’s Product Opportunity Explorer (POE). The Product Opportunity Explorer gives sellers up-to-date data on trends, customer search data, and niches. Niches are a cluster of similar search terms or keywords and their relevant top-purchased products. You can see where other products rank and how sellers are listing and categorizing their products. Ensuring that your product is listed in the correct category is key to helping customers not only find your listing but also keep your listings competitive by having them show up in similar product searches. Once you have a list of keywords and phrases that drive customer searches, you can use this within your listing content. Use the keywords to make your titles, descriptions and bullet points stand out to customers and communicate how your product relates to their pain points. By building strong written content through SEO you can ensure that your listings will be viewed by customers through organic unpaid searches.
Amazon Storefront
By creating a unique Brand Store, sellers have another opportunity to merchandise their products and brand to customers. An Amazon Storefront is offered to Brand Registered sellers and allows you to build content that engages, educates and helps shoppers find your products on a branded multi-page destination. Within these pages, you can communicate your brand story and the value you bring to customers through unique tiles that allow you to implement custom text, images, and videos. You can build new pages by splitting up your products into categories that highlight different benefits or unique abilities that benefit the customers. Learning how to build and launch your Amazon Storefront will help customers become more engaged with your brand and drive them to view your product listings.
A+ Content
Sellers can also merchandise product listings by building engaging A+ Content. A+ Content is another tool that allows sellers to share their stories, educate customers about their products, and encourage repeat purchases. The content is listed below the product bullet points and images and allows you to add custom text, images and graphics to enhance the customer’s product consideration phase. You can also utilize A+ content to place more search terms and keywords that you found during your research that will stick out to customers and help them relate to your products and brands. A+ content also allows you to list a comparison chart within the content so customers can compare your product benefits side by side and make a more informed and comfortable purchase.
Amazon Posts
Finally, sellers can drive traffic to their listings by taking advantage of Amazon Posts. Amazon Posts is a free tool that allows sellers to create an image-based browsing experience for their customers that helps shoppers interact with your products and brands in a fun way. Sellers can use captions that highlight the product benefits but also help customers relate to the product. You can also use more engaging lifestyle images that showcase the product in use or its value points to the customer. Through each Post, shoppers will have quick access to the product listing or the Brands Storefront. Sellers can utilize Amazon Posts to help build excitement within the customer and drive traffic to your product listings.
Drive Traffic Through Promotions
Other ways sellers can increase traffic is by using your products within Amazon’s promotion tools like deals, coupons, and discounts. One of the main deals sellers can take advantage of is a Lightning Deal which is a limited-time discount on your products that's available for only a limited quantity. These deals typically run for only a few hours and end after the allotted time or once the set quantity of units runs out. These deals are highlighted on the product page and show how much of the deal is left so customers are encouraged to purchase the product while the deal lasts. If sellers want to run a price discount for a longer period than what a Lightning Deal allows, you can set up a standard price discount that can run between 1 to 30 days. These standard price discounts must offer at least 5% off the current product price and will also be highlighted on the product listing incentivizing customers to purchase.
Amazon also offers different kinds of promotion techniques to sellers like percent off on single unit purchases, and BOGO’s that are set up for a limited time or a limited quantity. In addition to these standard promoting tools, Amazon gives sellers the ability to offer Social Media Promo codes. These custom promo codes can be offered on a unique marketing page that allows you to share with customers through social media platforms, emails or influencer pages. The promo code gives the redeemer a unique ability to receive some kind of discount or deal when they purchase your product. As the seller you can decide how to market the promotion and how many units or transactions customers can redeem within. Getting your products and brand involved with Amazon’s different kinds of deals and promotion techniques will allow you to stand out to customers and drive more traffic to your listings.
Driving Traffic from Outside of Amazon to Your Listings
Not all marketing strategies through Amazon require you to do it on the platform. Sellers can drive traffic to their listings off of the platform through different resources that Amazon works with. Amazon Attribution is a great tool that sellers can use to measure the traffic their listings are receiving from other advertising outlets such as Google ads, social media ads, email campaigns, or influencer promotions. Amazon attribution helps you understand how effective your other marketing efforts have been and helps you make an informed decision on how to allocate your advertising dollars. By having a better understanding of what advertising techniques and outlets perform better, you can be sure that your strategies will make the most out of your investments and drive the most traffic to your listings.
Brand Registered sellers will also have access to the Manage Your Customer Engagement tool that allows you to send email campaigns to customers who have purchased products from you on Amazon. Sellers can use this email marketing strategy to send out new product announcements, offer sales or promotions, and or send engaging content that inspires more purchases. The email campaigns offer key performance metrics like sent, opens, and clicks which are continuously updated. Using these email campaigns not only allows you to build customer loyalty and repeat purchases but also helps drive traffic to listings that customers may have not seen before.
FAQ on How to Drive Traffic to Amazon Listings Without Amazon Ads
How can I drive traffic to my product listings without any advertising?
You can drive traffic to your product listings by utilizing the tools and resources Amazon offers to all sellers like merchandising techniques, promotions, and off-platform marketing.
How do I drive organic searches to my listings?
You can help your product listings show up at the top of organic customer searches by building strong written content through SEO practices and including high-performing keywords and search terms.
How can I merchandise my product listings?
You can merchandise your products by building an immersive Amazon Storefront and A+ content that highlights key brand and product value points.
How do I promote my products without advertising?
You can promote your product listings on Amazon by using deals, coupons, discounts, and social media promos.
Can I drive traffic off of Amazon to my listing?
You can drive off-platform traffic to your listings on Amazon through Amazon Attribution and email marketing.
Conclusion
Amazon offers many different tools and techniques for sellers to drive traffic to their product listings without having any advertising. Sellers will need to ensure they are taking advantage of all the merchandising, promotion, and off-platform tools that Amazon has to maximize their viewability to customers. Not only will these tools lead to more traffic on your listings but they will also help to educate customers so they are more likely to purchase your products and feel confident in their decision. At Goat Consulting, we continue to learn and understand all of the powerful selling tools Amazon offers to sellers so that they can maximize their selling ability. If you have any questions about selling or merchandising your products on Amazon. Reach out through our Contact Us Form.
About the Author
This Post was written by Matt McGinty, an Account Manager at Goat Consulting. Matt helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. He has experience in different merchandising and marketing techniques for his Goat Consulting clients. If you want Matt to review your product listings or assist with other aspects of selling on Amazon, he is happy to lead your account.