5 Ways to Increase Your Amazon Sales with Promotions & Merchandising
Promotions and discounts are among the most effective ways to increase e-commerce sales and Amazon is no different.
Everyone loves a deal and the goal of getting more for less is on every shopper’s mind.
Thankfully, Amazon gives you plenty of tools to work with. Even though the rules are constantly changing the benefits of these options are still there.
In this article, we’ll go through all your options to increase your sales on Amazon with promotions.
1. Coupons
Coupons have been around for about 100 years and are a tried-and-true way of getting attention to increase sales. On Amazon, coupons have a similar impact.
Coupons on Amazon provide a few very important benefits:
- Increase conversions
- Increase click-through rate (CTR)
- Doesn’t always impact profitability
Outside of the obvious benefit that a customer is getting a discount (and thus more likely to purchase your product relative to another) it also has an important role to play in search.
A coupon has a similar impact to badges on Amazon in that it draws attention to your listing. If you’ve done everything else right in optimizing your listing for search such as optimizing your title and main image then there’s a good chance your product gets clicked on, which is the first goal.
After that, it’s down to conversion which should be helped by the lower price the coupon provides.
On top of that, not everyone claims the coupon which means that you can get the sales bump without as big an impact on your profitability. Win-win.
2. Sales
The most basic of promotions, sales, are pretty simple. You go into your edit product details page, pick a sale price, date, and you’re done.
Lowering your price with a sale is straightforward in how it should increase your conversion rate. These sales will show in search with a strikethrough which will have a positive impact on how many people click through to your product page (rather than someone else’s).
The benefits of sales include:
- Increased conversion rate (CVR)
- Increased click-through rate (CTR, although no longer as pronounced)
Related Reading:
3. Promotions
Promotions are a less used and often confusing part of Amazon sales tools. You’ve got a few different options. A “social media promo code”, “percentage off”, and a “buy one get one” option.
They can be difficult to set up but there are certainly benefits to learning how to do so.
Some of the benefits include:
- Increased conversion rate
- Increase ASP (average sale price)
- A dedicated promotional page where you can showcase your products without competitor ads
- Increased purchase volume
- Links to help keep track of sales
4. Brand Tailored Promotions
A newcomer to the suite of promotional tools offered by Amazon, Brand Tailored Promotions are only eligible to brand registered sellers and are combined with the newly available audiences that were released with the new Brand Analytics tools.
Brand Tailored Promotions offer a very similar benefit to coupons but in a more targeted and unique way. You can run specific discounts per audience type and coupons can show up outside of search (like in the cart, for example).
Benefits of Brand Tailored Promotions:
- Increased conversion rate
- Increased click-through rate (like coupons)
5a. Deals
Deals are another option that has been around for a while. Originally one of the best ways to see a large increase in sales, deal options like lightning deals gave you a lot of exposure with a significant increase in sales (so long as you put up a large discount).
The main difference between lightning and best deals is the timeframe. Lightning deals run for hours whereas best deals usually run for days.
Benefits of deals:
- Increased exposure through the deals page
- Increased conversion rate
- Increased click-through rate (deal will show in search)
5b. Prime Exclusive Discounts
While the above deals can be run for FBA or FBM products, Prime Exclusive discounts can only be run on prime eligible inventory (although that might change). This is the place to go if you’re looking to run Prime Day deals or deals for other special events. If you’re not running one of these deals during an event then it will likely be a slow period for you.
Outside of that, the benefits are largely the same as above:
- Increased exposure through the deals page
- Increased conversion rate
- Increased click-through rate (deal will show in search)
Bonus: Two ways to Cross-Sell on Amazon to increase sales
Getting the sale on Amazon is tough, especially with all of the competitor ads showing up on your product page. That said, there are a couple of ways you can stick more of your products on your pages that help promote other products through deals. One even comes with add-to-cart buttons!
Virtual Bundles
Virtual bundles are one of the most underutilized options for brands on Amazon. They’re a little clunky to set up but you get to show a lot of products on your page with unique images and discounts.
Benefits
- Increase your ASP (average sale price)
- Take up more space on your listings
- Cross-sell and promote your other products to prospective buyers
A+ Content Comparison Charts
The comparison charts on Amazon’s A+ content have always been one of our favorite ways to cross-sell a client’s products. You can list your products in a module with a lot of additional information which is great for SEO and informing customers on Amazon.
Recently, this module became even better by the addition of the add to cart button, allowing customers to buy multiple products on one product page.
Benefits of comparison charts:
- Increase ASP
- Create awareness of other products
- Take up more space on your listing (with your products)
- Showcase your brand and increase perceived quality of your products
Conclusion
And that’s it! There are a ton of different tools at your disposal to increase your sales on Amazon beyond the ones mentioned here. If you want to get alerted to more then sign up below for the newsletter and get all tips, tricks and Amazon updates straight to your inbox.
