A common question asked by brands is “How can I leverage Amazon product advertising to enhance our product launches?” These brands have tried various methods to get their products in front of consumers’ eyes, be it through Google ad spend, running promotions, or attempting to leverage Facebook and Amazon’s platform. Here are six ways to optimize Amazon product advertising for your product launches.

1. Pay attention to your product listing page

The first and easiest way to optimize your product launches is through your product listing. Use the listing page as your biggest advertising space and follow Amazon’s listing guidelines.  This approach will help your product break through the mold. Paying close attention to your product listing, including regular updates, shows the Amazon algorithm that you are a quality seller with a great product. If you want to learn more about how to optimize your listing page, check out this article we’ve written on creating A+ Content.

2. Seek consumer product reviews early

While this form of advertising isn’t necessarily pay-per-click (PPC), it’s still a great way to get your consumers’ attention. The Amazon algorithm favors products with good reviews, and studies have shown people are as likely to trust online anonymous product reviews as much as they would a recommendation from a friend or family member. Consumers want social proof and securing early reviews after a product launch is a way to build confidence. Asking for a review in your product packaging is sometimes enough for people to drop a review, but remember, Amazon’s policies stipulate you can only request an honest review and can’t offer incentives for posting positive ones. We recommend using automated review request tools and participating in Amazon’s Early Reviewer and Vine programs. If you’d like to learn more about getting more reviews on Amazon, read our article on the subject.

3. Know the value proposition of your product and the keywords that describe it.

Take a look at your product and competitor’s products and see how you and they describe them. You can use these descriptive words as keywords for manual targeting campaigns in Amazon Sponsored Products Ads. While manual targeting specific keywords is a solid foundation, don’t neglect the option of auto-targeting campaigns. Auto-targeting campaigns can help your brand gain consumer insights as to what exactly they’re searching for.

4. Understand Amazon’s size and its “Pay to Play” system

Amazon is massive and, as a result, is much more likely to favor ad campaigns with bigger budgets. This doesn’t mean you need to overspend your budget, rather, you must be willing to spend money to make money. The same mindset also applies to bids; using smaller bids is acceptable on automatic campaigns, but manually targeting specific keywords will be more expensive because you’re in control instead of Amazon.

5. Don’t be impatient

Launching a new product on Amazon takes time; you can’t set up a campaign and expect to see results in the first couple of days. Check on your campaign every 2-3 days, and let them run at least 14 days before making adjustments as needed. If you’re not seeing good results from the keywords you’ve been targeting, take another look at your product listing and do some more consumer research. A great way to optimize your product listing is to focus your ad campaigns on why your product is the best one for their needs.

6. Pivot and optimize over time

The primary goal of Amazon product advertising is to increase the value delivered over time, and, as a seller, you want to eliminate as much wasted ad spend as possible. If you notice certain targeted keywords aren’t converting, change them to a negative match. This action will free up some more of your budget and help your brand focus on the keywords that are working. Optimizing Amazon product advertising is a cycle. Consumer trends change all the time, be it for impulse, necessity, the holiday season, or even during a pandemic. As a seller, you should never assume your campaign is perfect or fully optimized at any given point. There is always room for improvement, be it a more focused budget, a product listing page, A+ Content, future product launches, and your overall product’s maturity. Remember, Amazon updates its site daily, so it’s in your best interest to expect one technique you’ve developed to work indefinitely. Amify is here for you in this trying time. Feel free to reach out and see how we can help you win on Amazon.