How To Increase Sales On Amazon – 15 Pro Tips

TL;DR – How to Increase Sales on Amazon

  1. Off-Amazon Promotions (External Traffic)
  2. Retargeting
  3. On-Amazon Promotions
  4. Optimize Your Listing for Sales
  5. Do More Keyword Research
  6. Better Product Images
  7. Get Your Pricing Right
  8. Split Test
  9. Use FBA (Fulfilled By Amazon)
  10. Win the Buy Box
  11. Run & Optimize PPC Campaigns
  12. Build an Email List
  13. Get More Reviews
  14. Use Amazon’s Brand-Building Tools
  15. Optimize Inventory and Profits

How to Promote an Amazon Listing

As a seller, you’re probably focused intently on standing out from the crowd and and learning how to grow sales on Amazon. There are many ways to promote an Amazon listing. Here are a few to get your wheels turning.

Optimize Your Listings

Before you jump in with both feet and start sinking money into paid advertising, make sure your listings are fully optimized. In short, you want high-quality images, keyword-rich descriptions, and competitive pricing. By optimizing your listings, you increase the effectiveness of your ads.

Amazon Sponsored Products

This is one of the most effective advertising tools and increase the visibility of your products. Amazon Sponsored Products are PPC ads that appear in search results and on product pages placing your product in front of buyers who are looking for it. 

Amazon Sponsored Brands

If you have a registered brand, Amazon offers a powerful way to promote multiple products or even your entire brand. Amazon Sponsored Brands are ads that appear in more prominent positions with custom headlines, a log, and a selection of your products. This type of advertising helps build brand awareness and will send traffic to your Amazon Store or a page of curated products.

Amazon Sponsored Display Ads

This is a valuable took for reaching customers both on and off Amazon based on their shopping behaviors and interests. Sponsored Display Ads can appear on Amazon, third-party websites, and in apps. This allows you to reach potential customers even when they are not actively shopping on Amazon.

Amazon Demand-Side Platform ( DSP)

DSP allows sellers to reach audiences across Amazon sites and apps as well as through it’s publishing partners and third-party exchanges. It uses display and video ads which makes it a solid choice for seller who are looking to increase exposure to their brand beyond Amazon itself. DSP also offers retargeting tools that allow you to reach out again to visitors who viewed you products, but did not buy.

How to Drive Traffic to Amazon Listing

Amazon is like the Holy Grail of e-commerce platforms because of its massive customer base and nearly global reach. While it is powerful, if you focus solely on Amazon traffic, you are limiting the diversity of your audience. Tapping into external traffic allows you to reach potential customers who may not be searching Amazon, but still want your products. By diversifying your traffic with external sources, you can increase your overall sales stability and growth.

Social Media Marketing

Social media is huge for marketers because you can build a presence without a lot of overhead. Most social platforms have their own PPC platforms which allows you to increase the visibility of your brand and products with laser-targeted precision. Imagine your ad for a baby monitor in a Facebook group full of parents. That’s huge. 

Email Marketing

Email if far from dead and one of the cheapest ways to capture your customer base is through email. Newsletters are more popular than ever and a powerful marketing tool. If you balance the right amount of value and information, it could greatly enhance your sales.

Influencers and Bloggers

Leveraging influencers and bloggers in your niche allows you to tap into their loyal following. Through the power of social proof, the credibility of your brand and product will draw clicks, traffic, and are key in how to grow sales on Amazon.

SEO

If you have a brand website, use effective search engine optimization to bring organic traffic to your brand and products. From your website, you can direct visitors to your Amazon listings with clear calls to action. Have a place to sign up for your newsletter prominently displayed!

PPC

Just as social media platforms have PPC platforms, so do search engines. You can utilize Google or Bing Ads to target people actively searching for products like yours. Set up campaigns that target keyword related to your products and direct the traffic to you website or directly to your listings. 

With competition getting hotter every day, how can you increase your sales on Amazon, and take your business to the next level?

First, some good news. Despite competition going up, the share of sales available to sellers on the Amazon marketplace is getting bigger and bigger. Amazon’s revenue is growing at a huge rate, and so is the percentage of sales from third-party sellers.

More good news! Most sellers still have room to grow. Poorly written listings, low-quality images and ineffective marketing are all opportunities to boost your sales on the Amazon marketplace. These are opportunities to overtake lazy or inexperienced sellers.

Read on for 15 actionable ways you can increase your Amazon sales in 2023.

How to Increase Sales on Amazon – 15 Ways

#1: Off-Amazon Promotions (External Traffic)

The best way to boost Amazon sales right now is to run a promotion outside Amazon.

Off-Amazon traffic channels (what we call external traffic) are a way to tap into a new audience of people who aren’t actively searching for products on Amazon.

Commonly used traffic channels include:

The best way to drive sales for your product from these channels is to offer an exclusive, single-use promo code to potential customers.

A money-off discount is a surefire way to get more people to buy your product. And the spike of sales you get from running a promotion will often result in momentum that carries over to organic, full-priced sales.

Bottom line: Facebook, Google, TikTok, and other social platforms are an untapped traffic source for many Amazon sellers. If you want to increase your sales, but can’t find any opportunities to do so on Amazon, try running promotions outside of Amazon.

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#2: Retargeting

When you introduce your product to a brand new audience, not everyone will go and buy it straight away. Even if you offer them a discount code.

Great marketers know to retarget people who have shown interest in your brand, with multiple steps that eventually get them to make a purchase.

If you run external traffic marketing campaigns, you can run follow-up campaigns to people who have clicked through or interacted with the initial marketing material. Retargeting audiences almost always convert much better than a cold audience.

To do this, send people through a landing page, or a shortened URL, where you can embed a pixel. This lets you track the people who interacted with the first ad, and thus allows you to run marketing campaign specifically for them.

This post gives a deeper guide on how to do retargeting for your Amazon store.

Bottom line: retarget people who have shown interest in your brand. Maybe they clicked on one of your ads, or interacted with your brand on social media. Sending follow-up marketing campaigns to these people has a high ROI and delivers better results than targeting people who are completely new to your brand.

#3: On-Amazon Promotions

Alongside external traffic promotions, on-Amazon promotions are a simple thing you can do to increase sales on Amazon.

There are a few different types of promotions you can run. These include Lightning Deals, 7-Day Deals, and Amazon Coupons.

Most deals you can set up on Amazon appear on your product listing, on the search results page, and on Amazon’s showcase pages. This allows you to boost visibility and get more conversions from people who find your product.

Some showcase deals, such as Lightning Deals can be quite competitive, and thus cost a bit of money to run. However, it’s a great way to increase sales velocity and create some momentum for your product to rank higher.

Bottom line: promotions are an effective way of driving more sales for your product in a short time. Consider adding coupons on your listing or running a Lightning Deal to get a boost in sales. The momentum from your promotion can lead to an increase in organic rankings & sales after your deal is over, too.

#4: Optimize Your Listing for Sales

Many Amazon listings are poorly written. They have poor copywriting, basic mistakes, are overloaded with keywords, and aren’t optimized to convince the reader to buy the product.

The quickest and easiest thing you can do to increase sales is checking for basic errors in your listing copy:

  • Spelling mistakes
  • Grammar errors
  • Sentences that don’t make sense

Try to eliminate big walls of text, and make sure your listing is easy to read. Shoppers should be able to scan your listing quickly, finding the benefits of your product and why they should buy it.

Keywords are important, but if your listing is not optimized to convert viewers into buyers, it doesn’t matter where you show up in the search results.

Bonus: Mobile Optimization

Also make sure your page is optimized for mobile.

mobile ecommerce stats and trends

Most consumers today are mobile-first. If you’re not considering mobile users, you may be missing out on additional sales.

Think about how your listing will appear on mobile, not just desktop. On the Amazon mobile app, all that shows above the fold is your title and pictures. This makes it vital to show the value, features, benefits, and use cases of your product in your secondary pictures.

Bottom line: your listing should convince people to buy your product. Make it easy to read, emphasize the benefits of your product, and eliminate mistakes with spelling and grammar. And don’t forget to optimize for mobile users.

#5: Do More Keyword Research

Many sellers are missing opportunities when it comes to keywords. Though you may have hundreds of keywords you’ve researched and are ranking for, there’s often more to find.

Look for as many variations of your keywords as you can. Find different uses of your keyword, such as “[keyword] for …” and mentions of sizing in customer searches.

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These “long-tail” keywords are extremely valuable, as they drive high-intent traffic to your listing, despite having lower search volume.

Once you find potential opportunities you’re not ranking for, incorporate these into your listing somewhere (while keeping your copy sales-focused).

Use a keyword tool to find additional long-tail keyword opportunities, such as Jungle Scout, Helium10 or ZonGuru This will help you attract more customers on Amazon and increase your total sales.

Bottom line: look for more keyword opportunities, particularly long-tail variations of your main keywords. The more relevant keywords you’re ranking for, the more organic traffic you can get through Amazon SEO.

#6: Better Product Images

Photos play a huge role in converting impressions into sales, as well as attracting clicks from the search results.

We consume visual content much easier than written content. It’s the role of your images to grab customers’ attention and get them to fall in love with your product. Consider using image editing software to enhance your product images.

Low-quality images reflect poorly on your product. Images that don’t fully show your product and what it can do create doubt in shoppers’ minds. It’s your job to give the customer all the information they need to make a confident decision to buy your product. Taking some good photography courses, investing in a professional photographer or a good photo editor can help you make sure that your images are clear and high-quality.

Unclear images can even lead to negative reviews, when the product that arrives is different from what a customer was expecting.

Bottom line: images play a huge part in driving sales on Amazon. Review your images, and don’t be shy about investing in a service that specializes in product photography. It’s well worth the expense.

#7: Get Your Pricing Right

With how much competition there is on Amazon, pricing plays a huge factor in customers’ buying decisions.

Think about it from a shopper’s point of view. Everyone wants the best price. If a customer is weighing up your product versus another, price is often the determining factor.

This is especially true if you’re selling against multiple sellers on the same listing. When selling the exact same product, 99% of the time, the customer will choose the lower-priced item. The chances of convincing someone to pick you because you have a better seller feedback profile is pretty small.

In this case, it might be worth investing in an automated repricing tool to adjust your pricing and stay ahead of the competition.

While it’s most common to lose out by pricing your products too high, the opposite can also cost you money.

You don’t want to sell your products too cheap. Many people sell their products much cheaper than the competition when they could get the same number of sales (and more revenue) by raising the price.

That’s why you need to price competitively. Too far above or below the price point of similar products will cost you money.

Bottom line: you may be missing out on sales by pricing your products too high. Check up regularly and make sure your pricing is competitive. Be careful of pricing your products too low, too, as this can be another way you’re losing money.

#8: Split Test

Small details, such as your title or the order of your images or bullet points, can end up making a big difference.

But it’s hard to know what works and what doesn’t without testing.

Online business models let you test everything. Titles, images, pricing, email subject lines… you should be continually testing and optimizing, finding out what works best.

To split test (also known as AB testing), run two identical versions of the same thing (i.e. a website landing page or an Amazon follow-up email), and change only one variable.

If there’s a significant difference in results between the two versions, chalk that up to the variable you changed.

Even a small improvement, such as an increase in impressions or conversions by a few percent, will lead to a significant increase in your Amazon sales over time.

Bottom line: test as many variables as you can (one test at a time), to find changes you can make to improve performance and increase sales. A number of small improvements will add up and help to boost Amazon sales over time.

#9: Use FBA (Fulfilled By Amazon)

Amazon’s fulfillment service, FBA, doesn’t just make storage and shipping easier. It’s also a way to boost your sales!

Amazon Prime is the reason that FBA helps increase sales. The Amazon Prime badge is something shoppers trust. When someone sees Amazon Prime attached to your product, it helps remove some of the doubt involved in the purchasing decision.

The main benefit of Amazon Prime is shipping. A survey found 79.8% of people in the US gave “fast, free shipping” as the reason they shop on Amazon.

When we buy something online, we want it fast, and we don’t want to pay for shipping.

Bottom line: offering fast and free shipping with Amazon Prime is a great way to drive more sales. Use FBA to ensure your products get the Prime label, and thus a higher share of sales.

#10: Win the Buy Box

The Buy Box is probably the biggest difference-maker in terms of sales on Amazon. If you don’t own the Buy Box, you’re missing out on a lot of a product’s sales.

This is the section on the right side of a product listing with the big “Add to Cart” button.

Whichever seller “owns” the Buy Box gets the orders from customers who click on this button. All other sellers of this product are listed below, under the “Other Sellers on Amazon” heading.

You’d assume that most customers would click on the Buy Box to make a purchase, and that would be correct. A massive 82% of sales on Amazon come from the Buy Box.

That means, if you’re competing with other sellers on a listing, the number one thing you can do to increase your sales is to own the Buy Box.

Some of the factors that decides who wins the Buy Box are:

  • Fulfillment method (FBA products have a higher chance of winning the Buy Box)
  • Price (Amazon prefers a lower price, including shipping & handling fees)
  • Price consistency (big swings in price may result in losing the Buy Box)
  • Account health (seller feedback, order defect rate, and many other seller metrics)
  • Number of products in stock (you probably won’t get the Buy Box if you have 1 unit in stock and another seller has a lot more)

There are more factors that come into play, but these are the biggest. Take a look if anything here applies to you, and if so, fix it.

Being buried in the “Other Sellers on Amazon” section is just as bad as being buried on page 9 of the search results.

Bottom line: the difference from owning the Buy Box is massive. Price your products lower than the competition, avoid big swings in price, use FBA and keep your account health in good standing to increase the chances of winning the Buy Box.

#11: Run & Optimize PPC Campaigns

Amazon search is becoming more and more “pay to play”. Organic search results are getting pushed down, in favor of sponsored (paid) results.

PPC is a proven and effective way to increase your overall Amazon sales, by pumping money in to push your product above organic results. You’ll get more visibility, more clicks, and more sales.

A lot of sellers are running PPC, but not as effectively as they could. You should constantly be tracking and optimizing your PPC campaigns to improve results.

Optimizations may include putting more of your budget into more profitable search terms, and less budget for search terms that don’t give you a good ACOS.

Investing in PPC is just about a must in today’s Amazon landscape. If you’re not running PPC yet, this is a big opportunity to increase your sales.

Bottom line: start running Amazon PPC ads to get more eyeballs on your product and more sales. If you’re already running PPC, make sure you consistently optimize your campaigns, putting more of your budget into profitable search terms and ads.

#12: Build an Email List

Email marketing generates a return of $38 for every $1 spent. It’s one of the oldest and most effective online marketing channels. Thus, building a list and utilizing email marketing can lead to a big increase in Amazon sales.

To do this, you’ll need to start running external traffic promotions, as in the previous section. This is because you can’t email customers who already bought from you on Amazon. You need to get them onto your list before they get to Amazon.

The best way to build an email list is with a funnel like this:

Use a landing page in between the external traffic channel and your Amazon listing. This lets you build in an email opt-in – for example, offering a discount code in return for joining your list.

Once you have a list, you can start driving additional sales with up-sells, cross-sells (promoting other products), and seasonal promotions (e.g. Christmas and Black Friday).

Very few Amazon sellers have and use an email list. This is your chance to do something your competitors are not.

Bottom line: email marketing is a low-cost way to drive extra sales to your products, if you have an email list. Combine this tip with the previous one, and create an email capture landing page funnel to build your list and start using email marketing.

 

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#13: Get More Reviews

Product reviews are a vital part of selling online. They provide social proof, which is essential for getting past customer objections and making sales.

A lot of customers read product reviews before ultimately deciding to buy or not. And since review rating and total review count are visible in the search results, they help decide whether a customer clicks through to your listing or not.

A product with 500 reviews and an average rating of 4.5 gives a great impression to shoppers. If it’s up against a product with 20 reviews and an average rating of 3.0, every sale will go to the one with the higher rating and more reviews.

Getting more product reviews isn’t easy. And if you try to cut corners, by buying reviews or offering incentives, your account is almost certain to get banned or suspended.

There are a lot of small things you can do to encourage more people to write reviews, which add up over time. These include:

  • Using the “Request a Review” button
  • Putting product inserts inside your packaging to ask for a review
  • Improving your product (checking old reviews for common issues)
  • Using your email list to ask for product reviews and feedback

If you build an email list, this also gives you the chance to build long-term relationships with your audience, which will have a positive effect on your reviews over time.

Learn more about how to get reviews on Amazon, safe and legally.

Bottom line: more reviews and a higher star rating almost always lead to more sales. Encourage more reviews by adding multiple touch points where you can ask for a review, such as product inserts and email follow-ups.

#14: Use Amazon’s Brand-Building Tools

Amazon has some pretty powerful tools to help you sell more.

Amazon wants robust, recognizable brands selling on its platform. That’s why they’re giving brands the tools to improve their customers’ shopping experience (and ultimately convert more shoppers into buyers).

To start with, enroll in Brand Registry to be eligible for these tools.

Once you’re in, you’ll be able to add A+ Content (formerly Enhanced Brand Content) to your product listings. This is a superb power-up for your listings, and a big differentiator between you and your competition (if they don’t have A+ Content).

Other tools include Amazon Storefronts, Amazon Attribution, Sponsored Brands and the Brand Dashboard. These tools help you increase visibility and brand recognition, which ultimately leads to an increase in sales.

Example sponsored brands banner
Example of an Amazon storefront

Bottom line: enroll in Amazon Brand Registry and use tools like Amazon Storefronts, A+ Content and Sponsored Brands ads to grow your brand on Amazon, and increase sales for your products.

#15: Optimize Inventory and Profits

A common saying goes, “whoever can afford to spend the most to acquire a new customer wins.”

If you can operate on thinner margins, you can offer better prices and be able to spend more on marketing while still profiting more than your competition.

For example, if you can afford to spend $100 on ads to acquire a new customer and remain profitable, while your competition can only afford $75 in ads to acquire a new customer and stay profitable, you win. And you’re going to make more sales.

One of the most practical ways to maximize profit margins is by optimizing your inventory practices.

  1. Don’t run out of stock, which impact sales and rankings
  2. Avoid over-ordering and dealing with extra storage fees
  3. Avoid ordering too late and paying too much for air shipping

SoStocked, an Amazon inventory management software for Amazon sellers, helped one of their customers dial in their inventory forecasting and management so that the customer could start shipping by boat instead of air. This lowered the Amazon seller’s per unit shipping costs from $1.20 by air down to around $0.45 by sea. A 63% reduction in shipping costs which amounted to a $27,000 saving per month.

Reinvesting those savings into advertising, or charging less, is a great way to increase sales.

Bottom line: everything comes down to inventory and profit margins. More stock and better margins means you make more sales. Consider using an Amazon inventory management software to make the process easier.

5 Mistakes to Avoid as an Amazon Seller

Selling on Amazon isn’t for the faint of heart. While it offers tremendous opportunities, it also comes with challenges. There is so much to know about what to do and what not to do. If you’re an individual seller, you will have to wear many hats and pick and choose your strategies. If you have a team, it will be a bit easier, but still a massive undertaking. Common mistakes can hinder sales and growth. Here are 5 mistakes to avoid as an Amazon seller: 

Ignoring Amazon’s Guidelines

Amazon has a strict set of guidelines and polices in place for sellers, product listings, and your overall conduct on the platform. Ignoring these rules and policies can result in penalties, listing removals, and even account suspension. Prioritize understanding these guidelines before you sell.

Not Optimizing Your Listings

Don’t neglect listing optimization. Put the time in on each and every listing to make sure it has high-quality images, keyword-rich descriptions, and competitive pricing. If customers can’t find or never see your listing, your sales will struggle. It is absolutely worth putting in the time to make sure your listings are the best they can be so you can stand out in the crowd.

Managing Inventory Poorly

You can have the best listings on Amazon, but if you run out of products, all of your hard work will fall to the bottom of search results. Overstocking is a thing, and can lead to increased storage fees leaking money from your bottom line. Use the tools Amazon provides to properly manage your inventory.

Poor Customer Service or None At All

Amazon has built their reputation on good customer service. In 2010, my Kindle went bonkers, and I had a brand new one on my doorstep within 24 hours. I never forgot that, and you can bet that your customers won’t forget that kind of service either. It goes both ways, if a customer has a bad experience, they will remember that as well. Amazon requires its sellers to respond promptly to customer feedback. Poor handling of customer communication will lead to negative reviews and a bad reputation for your brand. Make sure this doesn’t become you.

Not Using Amazon’s Marketing Tools

Amazon provides a robust variety of marketing tools for sellers designed to help you succeed. Things like Sponsored Products, Amazon Ads, and A+ Content can increase product visibility and increase your sales. Overlooking these tools or using them inefficiently means you will miss out on potential growth and success on the platform. Invest in learning how to use them.

Frequently Asked Questions

How Can I Improve My Amazon Seller Rating to Increase Sales?

To improve your Amazon seller rating and increase sales, focus on delivering exceptional customer service. Respond promptly and courteously to customer inquiries and issues. Ensure your product listings are accurate and detailed to minimize misunderstandings and returns. Regularly monitor and manage inventory to avoid stock-outs and delayed shipments. Request feedback proactively from customers after their purchase, but ensure you adhere to Amazon’s guidelines when doing so. 

What Strategies Can Be Used to Win the Buy Box on Amazon?

Winning the Buy Box on Amazon is the key for maximizing sales. Here are several strategies to increase your chances of securing the Buy Box:

  • Competitive pricing
  • Maintaining high seller metrics
  • Using FBA
  • Managing inventory efficiently
  • List optimization

By focusing on these areas, sellers can improve their chances of winning the Buy Box, thus increasing their visibility and potential sales on Amazon.

What Role Does Pricing Strategy Play in Increasing Amazon Sales?

Pricing strategy is essential for boosting sales on Amazon, significantly impacting product visibility and buyer decisions. Competitive pricing can enhance search result placements and increase the likelihood of winning the Buy Box, the main purchase point for most transactions on Amazon.

  1. Buy Box Eligibility: Competitively priced products are favored by Amazon’s algorithm, which directly influences Buy Box wins and sales increases.

  2. Customer Attraction: Attractive pricing draws price-sensitive shoppers, increasing listing traffic and sales volume.

  3. Market Positioning: Your pricing strategy can define your brand’s market image, whether as a premium provider or a budget-friendly option, setting customer expectations about quality and value.

  4. Dynamic Adjustments: Employing dynamic pricing, where adjustments are made based on market conditions and competition, helps maintain competitive edges without continuous manual oversight.

  5. Promotions and Discounts: Strategic price reductions during promotions can temporarily boost sales volumes and improve product rankings, favored by Amazon’s sales-driven algorithm.

Effective pricing balances competitiveness with profitability, optimizing sales while ensuring product value is communicated clearly to consumers.

How Important Are Customer Reviews for Amazon Sales Growth?

Customer reviews are critically important for success on Amazon. They influence both buyer trust and product visibility. Reviews feed into nearly every aspect of a seller’s performance from visibility to conversion and ongoing product optimization.

How to Increase Your Amazon Sales – In Summary

Everyone wants more sales. That’s the point of doing business. The good news is, for most sellers, there are plenty of opportunities to increase your sales on Amazon. 

More shoppers are coming to Amazon when they want to buy something online, which means there are more people to buy your product.

The list of sales tips in this post is not exhaustive – there are even more things you could do to drive more sales for your products, that we didn’t touch on.

  • Set up an integration with your Shopify or WooCommerce store to drive more sales.
  • Hack the “frequently bought together” section on Amazon.
  • Optimize your Amazon listing for Google SEO.

These are just a few more ideas, in the unlikely scenario you don’t find any opportunities from the first list.

By following the tips in this post, you’ll see a boost in sales, and the momentum you need to overtake the competition and crush it this year.

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