What is Amazon marketing? And what is the best Amazon marketing strategy to use? Amazon Marketing is a set of actions to promote and sell
“The single most important thing is to obsessively concentrate on the client. Our ambition is to be the most customer-focused business on the planet.” – Jeff Bezos, Amazon’s CEO
Amazon has been riding the wave of success for a long time, with a market share of more than 50% in the e-commerce industry. Amazon’s enormous success can be attributed to its emphasis on efficiency and a customer-centric worldview.
The brand’s goal has always been to make it as smooth, enjoyable, and simple as possible. The marketing strategies used by Amazon are also based on this concept, which has revolutionized the brand’s success.
The following are four keys to Amazon’s marketing success:
On Amazon, email is arguably the most powerful marketing platform. Amazon has a radically different and refined email approach than other companies, which has mostly focused on promotional messaging, newsletters, and coupons.
They are credited with being the first to introduce highly customized and product-recommendation emails.
Amazon offers nine email templates that can be customized based on behavior, purchase history, order value history, age, gender, place, and other factors. More data can be processed and used for email campaigns the longer a customer is affiliated with Amazon.
Welcome, Receipt, Shipping, Up-sell, Invite, Thank You, Black Friday Sale, Review, and Browsing are the models.
Amazon emails are very straightforward and precise, with a single call to action for consumers to know exactly what the Digital marketing agency wants to do. Customers would have a more holistic experience if the content and template are compatible with the website. This will lead to familiarity and confidence.
Apart from that, sending a series of emails is a good way to ensure optimum success. Conversion can be improved by 20% by sending a second email to a customer in the case of cart abandonment campaigns.
Ratings & Review
Customers are known to read online reviews in 86 percent of cases, and more than 90 percent trust reviews as much as personal recommendations.
Even though ratings and feedback are now a standard feature of almost every e-commerce website, Amazon was one of the first to implement a review system in 1995.
Customers are sent emails for individual product reviews, even though they have bought several products together, which is a crucial part of their review strategies. Furthermore, the subject lines of the emails are very descriptive to catch the attention of the client.
Customers are more likely to open and review an email with a product name in the subject line than an email with a generic subject line. They are more likely to leave a review whether they liked or hated a product.
Amazon, which is known for its creative tactics, has taken another step forward by introducing a new concept into their review method by posing a pertinent question: “Was this review helpful?” This understated yet ingenious approach makes it easier to find both positive and negative feedback on the website.
Customer Loyalty Program
Customer loyalty programs can have excellent value, and Amazon Prime is one of the best examples of such a program. It makes sense for a customer who buys regularly on Amazon to have Prime, not only to be inspired to buy more but also to get the most out of the investment.
According to reports, Amazon loyalty program members “spend 5 to 20% more than non-members, and their purchase frequency often increases by 5 to 20%.”
In many ways, Prime is an unusual marketing tactic. This is because consumers would pay an additional fee to obtain membership. However, it can establish a sense of prestige from a psychological standpoint. Regardless, Prime members will find that the extra cost is well worth it in exchange for quick and free delivery, cloud storage, and free streaming shows, songs, and movies, among other benefits.
Continuity is an important part of these benefits. Rather than offering a one-time reward, Amazon allows consumers to become part of a full community with exclusive rewards that last for a year, or even longer if they renew. The rewards are also real and immediate, and all of the functionality can be accessed at the same time.
Amazon has seen a 5-10% rise in sales as a result of providing such a smooth customer experience with its loyalty program.
Amazon’s advertising revenue has reportedly increased by 250 percent, according to Hubspot. Amazon ads were introduced in 2018 to assist sellers in increasing brand and product exposure and obtaining prime placements at the top of search results pages.
Sellers must pay only when consumers click on the ad, similar to Google and Facebook Ads. Although Facebook and Google can only infer purchase intent, Amazon can boost ad goals across the entire sales funnel by using first-hand consumer purchasing data. Amazon gathers consumer knowledge on the product categories that will be most attractive to them using a sophisticated algorithm. It also includes a report that reveals the most effective search terms and keywords, helping advertisers to fine-tune and customize their product ads accordingly.
Amazon’s marketing has taken another step toward dominating the e-commerce industry with the launch of brand stores.
Amazon does not advertise for the sake of marketing; instead, they carefully choose tactics that are in line with their business objectives. This is the main explanation for their meteoric rise to fame. Get in touch with Nummero the best digital marketing agency in Bangalore today.