4 Tips for an Improved Amazon Outlook in 2023

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February 14, 2023

The early part of the year so far marks a continuation of one of the defining economic stories of 2022: inflation. A fourth-quarter survey found that more than 80 percent of U.S. consumers had changed their spending habits as a result of rising prices, while more than two-thirds were worried about their financial situation.¹

In short, times remain uncertain and unsteady. For sellers and vendors on Amazon, standing out from the pack and growing sales volume has never been more important. So, with that in mind, here are a few tips to help ensure that your Amazon game stays strong.

Refresh your SEO

First, consider updating your keywords on at least a quarterly basis to reflect seasonal shopping trends. This can be accomplished by using your SEO tool of choice to perform a fresh keyword pull, keeping your eyes peeled for terms that can be incorporated into holiday-oriented ad campaigns and PPC campaigns. It is never too early to start thinking about the next holiday—or allocating a percentage of your ad spend toward it!

Next, consider a year-round strategy of finding and utilizing more long-tail keywords to set your product listings apart. Research into long-tail keywords can be conducted on as rudimentary a level as the Amazon search bar. Review the top results to gather ideas for more specific keywords that can be added to your own listings.

Keep in mind that not every keyword needs to be visible in your product name, bullets, or description. Amazon Seller Central allows you to input hidden or backend keywords, which still serve the purpose of drawing shoppers to your listings.

Regardless of where your copy appears or what form it takes, your brand stands to gain significant credibility through quality of writing.

Offer more deals

Inflation-weary consumers still have money to spend on Amazon; they’re just more cautious about when to click that “Place Your Order” button. Research into consumer trends can equip you with knowledge of what shoppers are looking for at particular times. From there, it may be possible to adjust your prices—within the leeway of your profit margins, of course—to create deals and discounts that serve as an enticement to buy.

Another suggestion: Offer product bundles when and where it makes sense to do so. Now more than ever, customers are looking to maximize the value of their Amazon orders.

Refine your advertising strategy

PPC costs are rising, so looking at your 2023 ad spend with fresh eyes is a must. Here, your strategic planning will dovetail with the keyword research mentioned above. Identify terms that are failing to drive conversions and consider adding them to your campaign as negative keywords, thus ensuring they do not negatively affect your budget going forward.

Placement of ads on your own product display pages serves at least two broad purposes: (1) ensuring that customers are aware of the full breadth of your portfolio and (2) keeping competitors’ ads out of your product space. Conversely, you can adopt a more aggressive strategy by grabbing top competitor ASINs and targeting them in your campaign.

You can also take advantage of Amazon’s reporting capabilities to gauge the effectiveness of your strategy. Run reports on Sponsored Products, Sponsored Brands, or Sponsored Display and peruse metrics on advertising cost of sales, impressions, click-through rates, and clicks.

Look for upsell and cross-sell opportunities

No matter what you sell on Amazon, there will always be competitors waiting in the wings. But as financial concerns make online shoppers more and more open to switching brands (i.e., whomever seems to offer the best price), the chance of conversions being stolen away from your product listings can only increase.

Stem the tide of lost conversions by optimizing your listings to redirect visitors to your own products. A well-designed brand store or below-the-fold content is a great way to make sure your listings are living up to their upselling or cross-selling potential.

If your brand could use assistance with building out this type of content, help is never far away. An agency like Compass Marketing can combine data-driven insights with an eye for creative design to help ensure that your Amazon listings are maximizing the value of your brand.

SOURCES

How to Win on Amazon in 2023, Jungle Scout. https://compassmarketinginc.net/why-quality-content-is-still-vital-to-ecommerce-success/

Contributors

sam paciello

Sam is an Art Director and Designer who helps brands tell their stories through persuasive and engaging design.

ERIC MILLER

Eric is a copywriter who utilizes his knack for words to bring out the best in the various brands that work with Compass Marketing.

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