Welcome to ‘Cyber November’

5 top tips to consider with your Amazon ecommerce

 

Move over Black Friday and Cyber Monday, because the global pandemic is changing our new normal — yet again. With the nation in lockdown once more, this month is very quickly becoming ‘Cyber November’, following an explosion in online demand. While the restrictions are undoubtedly fuelling this new wave of online shopping, so too are the ‘Early Black Friday Deals’ which are now much bigger than in previous years and are encouraging shoppers to shop now to avoid disappointment.

 

As there has arguably never been such a crucial period for ecommerce and with virtual shopping baskets filling up quicker than ever before, how can advertisers make the most of ‘Cyber November’ when it comes to their all-important ecommerce strategy? Well, here are our 5 top tips to consider with your Amazon ecommerce this time around:

 

  1. Push price, ratings and reviews

Do you have strong A+ content? Have you invested in the Amazon Vine Programme? Are you winning the buy box? 41% of Amazon’s customers say price is the most important factor in their purchase decision, with 16% saying it’s the number of ratings or reviews, and 8% highlighting convincing product descriptions/photos as the number one factor. To differentiate yourself from the increased online competition this lockdown, these all need to be addressed.

 

  1. Keep ahead of trends

Amazon have recently released a new format, Sponsored Brand Video (SBV) in the UK following beta testing in the US. The importance of video cannot be understated, with 1 in 5 Amazon visitors having made a purchase as a result of watching a brand or product video. For our customer base, results have been very positive, generating some of the highest CTRs we’ve seen this year, with ACoS/ROAS metrics underlining the importance of this format. Incorporating these new formats with a ‘test, measure and refine’ approach is crucial to both short and long term success.

 

  1. Check out your competition

On Amazon, 69% of customers’ shopping queries start without a brand. When a customer has no significant brand loyalty, the first row on the results page is particularly lucrative with over a 1/3 of Amazon customers clicking on these products. From an advertiser perspective, keep an eye on your competitors and consider their strategy alongside your own. Are you price competitive? How do your review scores compare? How do your products compare to your competitors? Where do you rank on the search page? These questions will help inform whether you are competitive or not, ensuring you are using budgets efficiently, rather than on keywords where you are unable to compete.

 

  1. Use smart- tech to power your investments

There is only so much manual optimisation you can do with the Amazon AMS platform from a reporting and optimisation stand point. At Generation Media, we leverage smart-tech software to capture back data over the 3 month limit on Amazon AMS to identify trends and use them to inform strategy. This smart -tech also enables us to apply a set of ‘rules’ such as pausing keywords if the ACOS goes above a certain threshold which in turn allows 24/7 automated optimisations. In addition, it enables us to apply ad scheduling (dayparting) as well as optimising organic content to ensure we maximise the effectiveness of all your Amazon activity – essential in ‘Cyber November’!

 

  1. And finally, track investments

Data = power. When driving consumers direct to Amazon from other media activity e.g. YouTube, Facebook etc., make sure to track your traffic and conversions from external sources through the use of relevant tags. Although the Amazon Advertising attribution tool is in beta, use it to identify any noticeable trends in the data. This can be invaluable to your your wider media strategy moving forward.

 

For more information, or to organise a health check on your brands ecommerce performance, feel free to reach out to myself or another member of the team.

 

Source: Amazon,2020