Amazon advertising strategies and considerations: from product promotion to category selection

On the Amazon platform, advertising is one of the important means to increase product sales. Correct advertising can not only increase product exposure opportunities, but also increase conversion rates. However, without a reasonable strategy, it may lead to a waste of advertising resources. This article will help sellers better understand and apply Amazon advertising by combining product promotion advertising strategies, large-ticket product placement considerations, category placement strategies, and methods of selecting product categories.

Product Sponsored Advertising Strategy

1. Avoid choosing products with too low unit prices

When selecting advertising products, avoid products with too low unit prices. Higher product unit prices mean higher profit margins, which can support advertising expenditures and make advertising revenue greater than costs.

2. Give priority to styles (colors) that are recognized by the public

For variant products, it is recommended to give priority to popular styles or colors. Popular models usually attract the attention of mainstream consumers. By advertising these products, you can attract more traffic to the listing page, thereby driving sales of other variants.

3. Keyword selection

It is important to choose keywords that are highly relevant to your product. Sellers should conduct sufficient keyword research and competition analysis, and select terms with moderate search volume and low competition to increase the visibility and click-through rate of their ads.

4. Adjust bids

Adjust advertising bids based on ACOS (advertising cost to sales ratio). If the actual ACOS is higher than the target value, you should consider lowering the bid; otherwise, you can increase the bid appropriately, but be careful not to make the adjustment too large. It is generally recommended that each adjustment should not exceed 20% of the original bid.

5. Listing optimization

Make sure your product detail page is complete and attractive, including high-quality images, detailed descriptions, and more. A good review record also boosts buyer confidence, so it’s worth accumulating some positive reviews before placing your ad.

Things to note when placing large-ticket products in Amazon ads

Target audience targeting

Clear who your target customers are. For example, large furniture might be targeted at families renovating a new home, while outdoor gear might be aimed at people who love adventure. Refined targeting can help improve advertising effectiveness and conversion rates.

Product creative design

Creative design should be concise and lively, highlighting product features. Use high-definition images or videos to showcase your products, while keeping copy short, clear, and compliant with Amazon’s advertising policies.

Competitor analysis

Analyze competitors’ advertising strategies and find out their competitive advantages. Regularly optimize and test ad content for best results.

Amazon product category placement strategy

Applicable scenarios for category placement

For products that require careful selection before deciding to purchase them (such as clothing, accessories, etc.), category placement is more effective. Through category placement, you can reach more potential customers and increase brand exposure.

Negative product positioning function

Similar to negative keywords, negative product positioning can help exclude irrelevant searches and improve advertising accuracy. Sellers can choose to exclude specific brands or specific ASINs to reduce invalid clicks.

How to choose the right product category

The importance of choosing the right category

Correct product categorization can help improve search rankings, promote bundling, and potentially lead to higher revenue. At the same time, it can also make it easier for consumers to find the products they need and simplify the screening process.

How to choose

• Determine the category of the product: Search related keywords to find the category that best matches the product.
• Research main subcategories: In-depth analysis of product features and selection of the most appropriate classification level.
• Learn about other options: Take advantage of additional categorization options available on the platform, such as “More,” “Seasonal,” and more.
• Prioritize: Select primary and secondary categories in order of importance.
• Confirm Category Restrictions: Make sure the selected categories comply with Amazon’s regulations.

Through the above steps, sellers can not only formulate effective product promotion plans, but also adopt corresponding advertising strategies based on the characteristics of different types of products, and ultimately achieve the goal of sales growth.