How Amazon Marketing Works

  • Index

    Work within Amazon's backend interface to ensure products are eligible for all meaningful searches

  • Rank

    With our understanding of Amazon’s A9 algorithm, we use sponsored products, among other tactics, to get your products to rank well for the terms you value most

  • Convert

    We put a focus on driving profitable conversions and optimizing products pages' conversion potential, on top of improving algorithmic rankings

Amazon Marketing Features

When it comes to marketplaces, Amazon dominates. Because of this, Amazon advertising is highly competitive. To win ad placement that drives sales, you need creative strategies that exceed basic Amazon PPC techniques. EXCLUSIVE delivers these and stays ahead of the pack.

Sponsored Products

Keyword harvesting and expansion, product-level segmentation for total bid control

Headline Search

Brand-building through strategic application of Amazon's Headline Search ads

AMS and Seller Central

Full capabilities for both vendors and sellers to help navigate Amazon's platforms and achieve success

Advanced Reporting

Custom reports to show product-level performance as well as historic trends not retained within Amazon's archives

SERP Manipulation

Uncover opportunities and weaknesses in search coverage to build profitable ad campaigns that cooperate with organic efforts

Product Goals

Find profitability through product-level targeting, including goal setting based on specific margins

Value-Focused Images

Improve conversion rates with text overlay images that explain unique value props


Create rich customer experiences that encourage cross-selling and up-selling

Enhanced Brand Content

Tell the story of your products through rich media in your product descriptions

Amazon Marketing FAQs

  • Promotions are promotional offerings on the product page such as Percent-off or Buy one get one free. You can set these up for any products that you like, for any amount of time. Promotions can be set up to automatically apply a coupon at checkout, or you can create claim-codes that a customer must have and enter at checkout. It is important to consider that promotions are most effective when your product wins the buy box, otherwise the messaging will not show up on the product details page.
    • Promotional messaging appears on the product page in the Special Offers and Product Promotions section above the product description.
    • Promotions do not have any additional fees; they are free to run.
    • You can find more information on the different types of promotions and how to set them up here.
  • Coupons are discounts on products that customers can discover through the "Coupons home page," the SERP, product detail pages, the "Offer Listings page", or in their carts. You can offer a coupon for either a dollar amount or percentage off retail price, and Amazon charges a seller fee every time someone clicks on one.
    • Coupons will show up on a green or orange banner on the page under reviews in the SERP, making them a great promotional strategy for boosting click through rates and acquiring new customers. Additionally, with Amazon coupons you can target specific demographics, much like you would on Facebook. If you do not choose to target, anyone on Amazon will see the coupon.
    • There is an extra fee associated with running coupons. In addition to the discount you provide, you will be charged $0.60 for every coupon redemption. When creating a coupon, you will also be required to set a budget. The budget will encompass both your discount and the redemption fee. You can find additional information on coupon budgets here.
    • For more information about Amazon coupons, check out this "Intro to Digital Coupons" video.
  • Deals are time-bound promotional offerings that are submitted to and approved by Amazon to run on the Amazon Deals page. The two types of deals are Lightning Deals and 7-day deals.
    • Lightning deals are featured for several hours on the Amazon Deals page.
    • 7-day Deals are featured on the Amazon Deals page for up to 7 days at a time.
    • In order to submit a product as a deal, it does have to be Prime eligible - either FBA or Seller Fulfilled Prime.
    • There is a fee required to run both lighting and 7-day deals, which will be determined when you create the deal. Higher traffic time periods on Amazon (such as Prime week or Black Friday) will have higher fees for deals.
    • If you are curious about additional information, you can find it here.
  • There is also the option of adding a Sale Price on to the product. This is just a matter of updating the 'Sale Price' field in the product data. This will show up on both the SERP and product page with the regular price shown with strikethrough.
  • Amazon store pages can be thought of as a branded mini-website within Amazon. They are a very valuable resource for brand owners to tell their brand story, give additional product information, and showcase all of their products together.
  • Sponsored Brand ads can use store pages as the landing page for an ad, which is the only advertising opportunity on Amazon that directs traffic to a page other than a product page.
    • Think of this as being able to send traffic to the Home or category pages of your website, rather than just the individual product pages.
  • If you are a vendor or brand registered seller, we would recommend having an Amazon store page.
  • A+ Content is available for vendors and to approved brand owners (through the Brand Registry) on seller central.
  • With A+ Content, you're able to add more detailed item descriptions, heightened images, comparison charts, videos and more.
  • A+ Content is ideal for brand owners or 1P vendors who have high quality images or videos and can add value to the product page with more detailed and visual descriptions.
  • The more sales a product has (sales velocity), the higher it will rank organically for a search. By driving sales to your product through sponsored ads, those sales will help improve your organic rank and the product will get more organic traffic.
    • Advertising reporting is identical between the two platforms
    • Seller Central provides Inventory and Business reports for overall Amazon performance, Vendor Central does not provide Overall Amazon performance reports.
    • There is very little difference between the advertising capabilities on Seller Central and Vendor Central.
    • The only limitation is if a seller does not have Brand Registry access on Seller Central, there are a couple ad types that are not available.
      • Sponsored Brand Ads and Sponsored Display Ads are only available to Vendors and Sellers with the Brand Registry
  • Vine is a program where Amazon selects pre-approved customers (Vine Voices) to review products that have been enlisted by brand owners.
  • Sellers provide free units to be included in the program and reviewed by “Vine Voices”
  • Vine is available to all Vendors, and Sellers that have registered their brand with the Brand Registry and are using FBA to fulfill products
  • Have accurate and fast delivery, good customer service, and a good product.
  • Enroll your products in the Vine program
    • Only available to Vendors and FBA Brand Owners
  • Send post-purchase emails to customers asking them to leave reviews.
    • Consider using a program like Feedback Five, which sends set number of emails per month to purchasers requesting reviews.
    • Do not incentivize positive reviews.
  • Known factors for the ‘Amazon’s Choice’ badge are
    • Sales Velocity
    • Review count/strength (higher the better)
    • Return rate (lower the better)
    • Shipping fulfillment time
  • Item price, availability, Prime eligibility, fulfillment, and seller rating are the primary metrics that determine the Buy Box winner.
  • The Buy Box is the link on a product page for a customer to purchase the item (add to cart button).
  • The “Buy Box Winner” is the seller that will get the sale when the customer clicks the Add to Cart button from the product page.
  • Sponsored Product Ads are only eligible for products that have the Buy Box.
  • Amazon Brand Registry is something that brand owners can apply for to list them as the registered owner of a brand sold on Amazon. It will give the seller increased authority over product listings with your brand name.
  • Enrolling in the Amazon Brand Registry enables features like Sponsored Brand Ads, Sponsored Display Ads, Storefronts, A+ Content and Video Ads
  • For U.S. sellers, Brand Registration requires USPTO Trademark, which can take 6-8 months to acquire.
  • The advantages of FBA (fulfillment by Amazon) are getting a Prime Badge, free two-day shipping, Amazon handles customer service, increased chances of gaining Buy Box
    • Seller Central:
      • What It Is: The Marketplace program that Amazon offers to third-party sellers who may or may not own their brands and who are selling directly to Amazon consumers.
      • The Model: Retail platform. With Seller Central, you're selling individual units or small quantities to individual Amazon shoppers via the Marketplace.
      • In a Nutshell: The Seller Central program is flexible and affords sellers a lot of control and it can be lucrative; it also requires a lot more hustle to make it happen and to compete against Amazon.
      • Products are shown as "Shipped and sold by XXX"
      • FBA - Amazon will store the inventory and ship it to the customer, but Amazon does not have ownership of product. Retailers send any products and quantity they want to FBA warehouses. "Sold by XXX, shipped by Amazon"
    • Vendor Central (AMS)
      • What It Is: The invitation-only wholesale program Amazon created for brand-owning manufacturers and distributors. Best for larger brands that perhaps own their own factories.
      • The Model: With Vendor Central, you're a supplier and you're selling wholesale to Amazon in bulk. Amazon orders, you ship to their various warehouses, they hold the merchandise and fulfill individual orders.
      • In a Nutshell: What you lack in margins and control, you make up for in volume and the ability to focus on making and innovating rather than selling to end-users.
      • Products are shown as "Shipped and Sold by Amazon"
Our general rule of thumb is to target half of your gross margin as your goal ACoS per product. While you may want to allow for closer to break even during product launches, the half margin rule allows us to grow total profit without holding products back due to stricter catalog-wide goals.
We offer a wide variety of projects from conversion rate boosting content to custom rank tracking and actionable reporting. In areas where we do not have a built out solution, we offer consulting and ad hoc custom solutions to fit any goal.

We create custom service packages so you get exactly what you need.