Step one of Amazon’s plan for world domination: disrupt every industry they touch. That includes brick and mortar, the grocery industry, search, and dash buttons. Brick and mortar retail has an experiential edge on online selling? Amazon builds brick and mortar stores with pricy, luxury items. Can’t get your groceries online via Amazon? They bought Whole Foods, and have since woven their own incentives into the Whole Foods customer experience. Most people start their product search on Google, but now Amazon has every product you could ever need (remember, 360 million products), so no need to rely on Google to help you pick just the right brightly-colored cake mixer.
In maybe their boldest move yet, Amazon is using their massive growth to disrupt the marketing and advertising industries. By taking on a new convention for keyword bidding and buying, a new algorithm for dynamic content, and their shiny, updated A9 algorithm, Amazon is poised to rule online ad spend.
2. Organic Search
Organic search is where all your managed and optimized product content, outfitted with the right combo of keywords, really puts in work to give your products discoverability.
There’s that keyword again, discoverability. So how does one achieve it? Start with enhanced content. Enhanced content is the essential, base-level content necessary for your product to appear in searches. This includes the product title, feature bullets, and marketing copy, all keyword-optimized for search. This content qualifies to be indexed in A9, Amazon’s search database, making it the key to item discoverability,
Enhanced A+ Content is the next level of rich content accepted by Amazon. This content is Amazon’s signature product content, curated to provide the best possible customer experience, which, according to Mark White, results in an 8-15 percent conversion lift. If you’re thinking they have product content down to a science, you’d be right.
3. Paid Search
Now comes the fun stuff: paid advertising. The discoverability of this content is based less on merit, and more on cold, hard cash (and where you decide to put it). Amazon is well on its way to becoming the world’s largest marketing platform, and they’re prepared to handle this growth through what they’ve dubbed Amazon Marketing Services (AMS). They’ve created a system for attaching monetary value for keywords (a la Google AdWords), and brands can now pay for more discoverability, on top of the enhancements they’ve already made on their product content for SEO quality.
Before we dig into AMS strategy, here are some juicy numbers: as it stands, Facebook made around $27 billion last year in advertising, Google made $53 billion, and Amazon rang in at $3 billion; Amazon advertising revenue is projected to grow to $7 billion by 2020.
How does Amazon plan to rocket up to double-digit billions? Well, AMS is made up of three branches: product display ads, headline search ads, and sponsored product ads.
- Product display ads use dynamic content to put your products with limited-time deals in front of the right customers to generate sales. Whenever your company has a deal, they can utilize Amazon product ad to promote your products at scale.
- Paying for headline search ads means dishing out the cash to get your products into banner ads at the top of the search page. Each ad gets three listed attributes, and you can customize your headline to direct to a landing page of your choice. This opens up even more opportunities to pull analytics on just whom is looking at your product pages.
- Sponsored product ads showcase your product in the way you want it to be seen. Prepare for customers to discover your product and instantly be wooed by your clever copy, and your enticing product photos.
So overall, what is the formula? Optimized product content coupled with Amazon Marketing Services will guarantee you a piece of Amazon’s continued success. That includes product content management and distribution, and making sure your content is set up for success with Amazon’s sophisticated keyword algorithm.
Even if you’re overwhelmed by a future ruled by Amazon, remember there are resources that can help. Companies like Content26 are there to help you optimize your content specifically for Amazon Marketing Services. Once you know what keywords to target in your content, companies like Edgenet are here to help with the management and distribution parts of the product content journey. We make sure your discoverable, optimized content (titles/bullets/descriptions) is ready to be distributed to Amazon (in the categories you are feeding through the API), and to other retailers.
Amazon owns the future, but don’t be scared. By understanding how to properly tailor and manage your product content, you can send your items to market faster, and with better content to increase discoverability and win over more customers.