Amazon advertising strategy and weight improvement guide

On the Amazon platform, whether it is increasing the weight of video ads, GEO’s high-weighting strategy, brand BAT rebate policy, or how to increase the weight of Q&A, they all have a crucial impact on sellers’ sales performance.

GEO’s high weight and brand BAT rebate

GEO’s high weight

When consumers search and shop on Amazon, Amazon will automatically identify their geographical location based on the user’s IP address, and associate the user’s search, click, add shopping cart, order and other behaviors with their IP area, and then Affects Listing’s ranking in the target area. This geographical location-based ranking mechanism is called “GEO” ranking. By optimizing the Listing ranking in the target area, you can effectively increase the conversion rate, thereby reducing ACoS costs and optimizing CPC advertising effects. Sellers can achieve this goal with Amazon DSP advertising and implement advertising strategies through regional targeting.

Brand BAT rebate

For brand sellers, Amazon has launched a brand marketing rebate policy (“BRB” for short), which aims to encourage brand sellers to increase sales through off-site traffic. Specifically, if you use the Attribution (AT) function to attract traffic outside the site, you can get a 10% commission reward after successful conversion, thus deducting most of the order commissions.

Video ad weighting and placement rules

Factors of advertising weight

The weight of Amazon video ads is affected by many factors, including the accuracy of the advertising strategy, the influence of competitors, user interaction, and the time and location of ad placement. In order to increase the weight of advertising, sellers need to pay attention to the following aspects:

• Accuracy: Use data analysis to ensure that your advertising strategy matches your target audience.
• Competitors: Increase your bids to counter your competitor’s advantage.
• User interaction: Increase click-through rates and conversion rates.
• Time and location: Select time periods and regions with high user activity.

Distribution rules

Sellers need to log in to Amazon Seller Center and select Campaign Manager under the Advertising tab. When creating a campaign, select a sponsored brand type and set the appropriate parameters. Select the video format, specify the product and upload the video material. Target keywords to ensure they match your target audience. Before submitting for review, make sure the video is no longer than 30 seconds.

Q&A weight improvement method

Increase the number of Q&A

Increasing the number of Q&A can increase the activity of Listing, thereby promoting conversion. For new products, it is sufficient to prepare 4-8 QA in the initial stage to avoid excessive suspicion on Amazon.

Find questions and answers from buyers

Look for buyers who have purchased the product before to ask questions and invite buyers to answer to enhance credibility.

Questions and answers

Sellers can register a buyer account to conduct self-questions and answers, but they need to pay attention to changes in IP addresses.

Keyword optimization

Make sure the questions and answers in the Q&A contain product keywords so that they can be crawled and included by Amazon.

Important questions and answers at the top

Pick important Q&A posts to the top to increase their popularity and improve page conversion rate.

Listing weight rule update

Time-sharing pricing function

Amazon has added a “time-based pricing” function that allows sellers to adjust advertising prices according to different time periods to optimize advertising effects.

Listing completeness scoring criteria

Starting from January 1, 2024, Amazon will implement a new version of the Listing integrity scoring standard, adding four key scoring items. Sellers must ensure that the score reaches 80 points or more.

Store weekly weight index

Calculation method

The weekly weight index collects the sales data of the store for a year, removes outliers, calculates the average daily sales, takes the lowest daily sales volume as the benchmark, calculates the daily sales weight index for the other six days, and adds it up to get the weekly weight index.

Data tracking

Through the weekly weight index, sellers can track sales, set performance goals, and monitor completion progress in real time.

Tips for increasing ad group weight

Keyword optimization

Set precise keywords to increase click-through rates and rankings.

Modify Listing

Optimize Listing content to increase exposure and traffic.

Bidding strategy

Raise your bid to get a better ranking.

Relevance and CTR

Ensure the relevance of ads and increase click-through rates and conversion rates.

Through the above strategies, sellers can comprehensively improve the effectiveness of Amazon advertising, thereby achieving better brand promotion and sales performance.