Full-stage analysis and implementation guide for Amazon advertising strategy

In the e-commerce sales process, the effective use of advertising strategies is an important means to increase sales and market competitiveness. This guide will analyze in detail the pre-, mid-, and post-operation methods of Amazon’s advertising strategy to help merchants develop scientific and reasonable advertising plans and optimize the performance of their products on the platform.

1. Preliminary advertising strategy

In the early stages of new product launch, the main task faced by merchants is to evaluate the potential of the product. For brand stores, advertising should be started immediately after being put on the shelves, so as to quickly obtain data in the early stage and judge whether to continue investing in advertising. Specific strategies include:

• Brand Store: Once the product is put on the shelves, advertising will be completed immediately and initial sales and data changes will be recorded, which will help with subsequent decisions.
• Ordinary stores: You can choose not to run ads temporarily after it is put on the shelves. Instead, you can observe the market response first, and then decide whether to turn on ads after the data is clear.

The focus at this stage is to judge the market acceptance of the product through the performance of natural traffic. Once the potential is discovered, advertising can be considered.

2. Mid-term advertising strategy

Generally speaking, if a merchant identifies a potential product within 12 weeks after it is put on the shelves, the following measures must be taken:

1. Select hot sub-products for automatic advertising.
2. Improve product evaluation and enhance product trust by writing long descriptive reviews.
3. Optimize product pages Brand stores need to improve pictures and texts, while ordinary stores need to add high-definition detailed pictures and improve Q&A columns.
4. Add sub-product variations to increase relevancy.
5. Contact influencers or loyal customers to ask for positive product reviews.

After successfully increasing product sales, merchants should use subsequent strategies appropriately.

3. Later advertising strategy

After sales increase, merchants need to pay attention to cost and profit management. The operations at this stage are as follows:

• Control FBA inventory because stocking costs are high and may lead to higher refund rates.
• Adjust advertising strategies, reduce the cost of word clicks for automatic advertising, and use advertising data for efficient manual advertising.
• Long descriptive review of the brush image to increase conversion rate.
• Choose non-hot-selling products for a small amount of FBA delivery so that the “Prime” logo can be displayed on the product page.

In the brand store, if the product quality is qualified and the FBA inventory is in place, you can choose headline ads for promotion.

4. Long-term advertising strategy

In the long term, the purpose of advertising is to drive sales and improve rankings. According to the growth stage of the product, the use of advertising can be adjusted accordingly:

• New listing stage: The main goal of advertising at this time is to increase exposure and improve rankings.
• Growth Stage: In this stage, ads can help analyze the product’s matching keywords and market positioning.
• Stabilization Phase: Advertising in this phase focuses on maintaining sales.

Merchants need to monitor the balance between advertising expenditures and generated sales to ensure that timely adjustments can be made based on market feedback without advertising expenditures taking up an excessively large proportion.

In summary, through careful analysis of advertising strategies at different stages, merchants can more scientifically conduct advertising on the Amazon platform and promote the continuous growth of product sales.