Shafique Niazi

Associate Director, Amazon

Q&A for Retailers with Rise’s Amazon Experts

According to eMarketer, 49% of US internet users typically start their online shopping search on Amazon. By other reports, that number reaches up to 58%. The stakes are high for retail brands to get on Amazon and secure a reliable shopping experience for customers.

To help you make the most of this powerful marketplace, our expert Amazon team answers some of the most common questions they receive from retailers in the Q&A below.

How do we create "retail ready" PDP copy and creatives that fit marketplace demand?

The process of creating retail ready PDP copy is 3 steps:

  • Keyword Research
  • Review Aggregation
  • Question Aggregation
 

To be fully prepared, don’t skip a single step. Understanding what your customer is looking for in a product and how they search for that product is an essential piece of PDP copy, and the keyword, review, & question research will optimize your descriptions even further. Once your copy is written and optimized, you should prioritize adding useful bullets and images to the content.

For a deeper dive into retail readiness, check out this blog.

What's a strong Amazon CTA?

A strong Amazon call-to-action (CTA) aligns with the features and/or benefits to which your customers are most receptive. By conducting the retail readiness research detailed above, a marketer can get a better understanding of what matters most.

From there, each brand and product category is different. Your best option is to design 2-3 CTAs that are most relevant to the data you’ve found, test them on the marketplace in similar environments, and weigh their results until you find significance (or a lack thereof). Both are valuable findings and can help you find the right CTA for your prospective customer!

How do we create A+ organic content?

There are two types of A+ organic content: Premium and Basic. To generate Basic A+ content, navigate to your Vendor Central instance and open the Merchandising drop-down menu; then, select “A+ Content Manager.”

The Premium version will further differentiate your A+ content with a variety of new modules, including comparative tables, interactive assets, and additional buy box widgets. If you’re interested, reach out to your Vendor Manager to start the conversation.

Can we apply audience targeting?

Audience targeting can’t be applied to Sponsored Ads yet. We strongly recommend integrating Amazon DSP into your marketplaces strategy where you will be able to design and apply audience targeting. Amazon 1P (first-party) audiences and 3P (third-party) audience vendors are available for targeting your customers on and off Amazon, including sites such as CNN, The Weather Channel, and more.

Can we target our competitors’ customers?

Yes, no matter if you’re using Amazon Sponsored Ads or Amazon DSP, you can target your competitors’ customers (also called “conquesting”). Here’s how:

Amazon Sponsored Ads

  • Keyword Targeting: Add competitor keywords to your search campaigns to conquest your competitor’s SERP results.
  • ASIN Targeting: Add your competitor’s ASINs to your search campaigns to take over your competitor’s PDP real estate.
 

Amazon DSP

  • ASIN Remarketing Views and Purchases: You can use ASIN remarketing to add not only your own ASINs page viewers and purchasers, but also the viewers and purchasers of your competitor’s ASINs. This is a truly one-of-a-kind feature and can assist in new customer acquisition and basket building strategies
 

Looking for more answers to your retail questions or help with optimizing your Amazon campaigns? Reach out to Rise.

02/04/2020 at 03:03

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