5 Tips for Successful Product Placement on Amazon

With over 450 million visits in Germany, Amazon today is more than just an online marketplace - it is a firm part of the online shopping world. However, on this huge platform with millions of products, many sellers have a central question: How do I make sure my products are seen and bought? The answer lies in the right product placement.

Therefore, it is crucial for e-commerce merchants to master product positioning on Amazon. In this article, we delve into the importance of product positioning on Amazon and provide five valuable tips on how you can successfully position your products.

Definition: What is product placement on Amazon?

Product placement on Amazon refers to the position of a product in the search results. It's about how and where a product is presented, to attract the attention of potential buyers and to persuade them to make a purchase decision.

Tip No. 1 - The search engine must understand your product - Amazon SEO

Amazon is not just a marketplace, but also a search engine. Like Google, it's important to do SEO here so that the search engine - in this case Amazon - can better understand your product and present it to users searching for it. In this article are Tips for your Amazon SEO. We've summarized some for you here:

Use relevant keywords in the title and bullet points

Carry out a thorough keyword research and find out which terms and phrases buyers use when they search for products similar to yours. You can do the keyword research with tools like Adspert, Helium 10 or AMALYZE. An overview of all providers can be found in our Amazon PPC Software Comparison.

For optimal product placement on Amazon, it's important to observe the character limits for titles and bullet points.

Title

Amazon recommends a maximum length of 200 characters for product titles, including spaces. However, the exact length may depend on the product category.

Bullet Points

Bullet points are a good way to highlight the key features of the product. Amazon allows up to five bullet points and recommends that each bullet point should not be longer than 200 characters. A total of up to 1000 characters are indexed.

Backend Keywords

Backend keywords are another important aspect of Amazon SEO that you can use to increase the visibility of your product. These "hidden" keywords are not visible to customers but help the Amazon search engine better understand your product and present it to the right buyers.

Tip

Amazon allows sellers to use up to 250 characters for backend keywords.

Tip No. 2 - Improve product placement through Amazon PPC

Pay-per-click advertising (PPC) is an effective tool to improve your product placement on Amazon. Amazon PPC allows you to advertise your products on the platform and place them in front of potential buyers who might otherwise not come across your items.

Amazon offers three different PPC advertising formats in the self-service model:

• Sponsored Products: These ads are displayed on the search result pages and on the product detail pages. They are product-related and help to increase visibility on product search results and product pages.

• Sponsored Brands:These ads help brands to increase their recognition. They appear at a prominent position on the search results page and contain a brand logo, a custom text and up to three products.

• Sponsored Display: These ads target buyers who have recently visited the product pages, categories or competitive products. They can appear on various pages of Amazon and even on external websites.

Figure 1: Overview of advertising formats | Source: advertising.amazon.com

Each ad format has its specific advantages and uses. By using them wisely, you can significantly increase the visibility of your product and increase sales. In our comprehensive guide, you'll learn more about Amazon PPC Optimization.

Tip No. 3 - Use A+ Content for Enhanced Product Presentation

Another effective method for optimizing product placement on Amazon is the use of A+ content. A+ content allows sellers to enhance their product descriptions with extended texts, images and comparison tables.

With A+ content, sellers can highlight key features and encourage potential buyers to spend more time on the product page. This can increase the conversion rate and thus the overall sales and the product's ranking on Amazon.

Here are some tips for using A+ content:

Modular Templates

A+ Content offers a selection of modules or templates that you can use to design the content of your product pages. These includes text modules, image modules, comparison tables, banners and much more. You can combine different modules to create a unique and appealing product page.

Figure 2: Modular Templates | Source: sellercentral.amazon.de

Image and Text Design

The design of images and texts in your A+ Content is critical to its effectiveness. The images should be high resolution and professional to optimally present the product. The text should be clear and informative, highlighting the key features and benefits of the product.

Multilingual Content

If you sell products on Amazon in different countries, you can offer A+ content in different languages. This can help to reach a broader customer group and increase understanding and trust in your product.

A+ Content and SEO

Even though the text in A+ Content is not indexed by Amazon's A9 search algorithm, it can help to increase the conversion rate and thus indirectly improve the ranking of your product.

A+ Content should be considered as part of a comprehensive Amazon SEO and PPC strategy to maximize its impact.

Figure 3: Example A+ Content | Source: Amazon Agency Dype

Tip No. 4 - Follow an Effective Pricing Strategy

The price of your product on Amazon has a significant impact on your customers' purchase decisions and can therefore also influence your product placement. Here are some tips for pricing:

Competitive prices

Make sure your prices are competitive. Regularly check the prices of your competitors and adjust your prices accordingly.

Use dynamic pricing

With dynamic pricing, you can automatically adjust your prices to demand and other factors. There are various tools that can help you implement such a strategy.

Offer discounts and special offers

Discounts and special deals can help boost the sale of your products and thus improve your product placement. For example, you can create a coupon that highlights the product placement in the search results in green.

Figure 4: Coupons in the SERPs

Here are some tips for discounts & coupons:

Creation

You can create coupons for one or more ASINs. During the creation process, you choose the discount amount, the start and end date of the coupon, and whether the coupon can be used multiple times.

Fees

There is a charge for using the Amazon Coupons program. This is charged for each redeemed coupon and varies by country.

Tracking and Performance Measurement

Amazon offers reports that allow you to track the performance of your coupons. You can see how many coupons were redeemed, how much the total discount was, and how the coupons have affected your sales.

Tip No. 5 - Drive External Traffic to Your Amazon Product Pages

Generating external traffic can be an effective strategy to increase the visibility of your products on Amazon and generate more sales.

Social Media: You can use social media platforms such as Facebook, Instagram, Pinterest, Twitter, and LinkedIn to draw attention to your products and drive traffic to your Amazon product pages.

Search Engine Optimization (SEO):Optimize your website and blog content for search engines to increase organic traffic. You can insert links to your Amazon product pages in relevant blog posts, FAQs, and other content.

Influencer Marketing: Work with influencers who reach your target audience to promote your products and drive traffic to your Amazon product pages.

Email Marketing:Use your email list to regularly send newsletters and product recommendations. You can insert links to your Amazon product pages in these emails.

What KPIs can be used to measure the success of product placements?

The success of product placements on Amazon can be measured using a number of KPIs. These can help you evaluate the performance of your products and adjust your strategy accordingly. Here are some important KPIs you should keep an eye on:

Best Sellers Rank (BSR): The BSR is a ranking created by Amazon for each product and is based on sales figures. The lower the BSR, the higher the sales.

Conversion Rate (CR): The Conversion Rate refers to the percentage of visitors to your product page who actually made a purchase. A higher conversion rate is an indicator of effective product placement and an attractive product page.

Customer Reviews and Reviews: The number and quality of customer reviews can be an indicator of the success of your product placement. Products with many positive reviews are generally placed better and achieve higher sales.

Sales and Revenue: Of course, the pure sales figures and the revenue generated are important indicators of the success of your product placement.

Click-Through Rate (CTR): The CTR measures how often users click on your product ads after seeing them. A high CTR can indicate effective product placement and appealing ads.

Return on Advertising Spend (ROAS): If you use Amazon PPC, the ROAS or ACOS is an important indicator of the success of your campaigns. It calculates the profit achieved in relation to advertising expenses.

Conclusion

An effective product placement strategy on Amazon is crucial for the success of sellers. By using Amazon SEO, Amazon PPC, A+ content, effective pricing and generating external traffic, sellers can increase the visibility of their products and generate more sales. It's important to measure the relevant KPIs and adjust the strategy accordingly to achieve optimal results. In summary, targeted product placement on Amazon can significantly influence success in online retail.