- George's Blog
- Posts
- 3 Underutilised tools on Amazon that help boost sales
3 Underutilised tools on Amazon that help boost sales
Amazon Advertising Lessons - Jun 16
George Reid
June 16, 2023
When it comes to growing sales on Amazon, there are three useful tools that hold massive potential but are often overlooked. We have been leveraging them for a while and witnessed the significant impact they can have on sales growth.
By incorporating these tools into your Amazon strategy, you can unlock new avenues for expanding your sales further. Let’s find out more about them:
Find out what’s wrong with your Amazon Ads. Book a PPC Audit.
1. Subscribe and Save (SnS) Coupons
This feature is a recent addition. It’s highly beneficial if you sell in a category that gets repeat sales such as consumables. Having SnS customers helps to get recurring sales (via repeat orders). They are your loyal customers whom you don’t need to remarket to, resulting in lesser Ad costs in the long run.
Amazon recently released SnS Dashboard which shows the returns from your Subscribers vs non-subscribers. We found it to be as high as 2.6x.
It could be even higher depending on the product.
The new SnS coupon now makes it easier to encourage shoppers to enroll in the SnS program, by offering a one-time discount on top of the regular SnS discount. As it was rolled out, we first wanted to try it on a brand from the Supplements category. The results were impressively surprising.
Within 2 weeks, sales picked up significantly. In 4 weeks, it helped generate an additional £1041 in revenue and 80 new subscriptions. The conversion went up too, leading the PPC Advertising cost of sales (ACOS) to drop by 10%.
If you sell in a category where SnS is applicable, it’s worthwhile trying it and seeing the impact.
2. Top of Search Ad placement
It’s an effective PPC strategy that we often recommend. It helps generate higher revenue with lesser Ad costs. It involves utilizing dynamic bids to increase CPC on top of search placements on page 1 of Amazon search results.
While CPC tends to be higher on top of search placements, the ROI can be 2.5x higher too. This results in more sales and better ACOS. We recently shared a case study on how it helped to generate an additional $1.3k in sales with a 10% lower ACOS within 2 weeks. And with just 25% in adjustment.
Often, in our audits, we find it not being leveraged.
3. A/B testing through the Manage Your Experiments feature
Small changes in your content especially main images, can make a big impact on click-through rate and conversion. But it’s hard to tell which version would be better by just looking at it. This is where the A/B test helps as it provides useful data and insights. It helps determine what content converts into purchases. Amazon says that “Brands reported improved conversion rates of up to 15% by using MYE”.
The above is a recent example of how a new version of the image helped generate a higher conversion that translated into $2.5k in additional revenue. The insight helped us to switch to the winning variant to get incremental sales in the future.
The increased conversion is useful in many ways. It helps to improve returns on Ad spend, get more customers, generate more sales, and improve ranking.
Other learnings:
'Filter by category' on SB creatives. Recently, we noticed an SB creative with a “Filter by category” section showing different categories similar to Spotlight ads. [Read more].
The new INFORM compliance on Amazon US. This new compliance is now mandatory, with effect from Jun 27, 2023. It intends to protect online shoppers from unknowingly purchasing counterfeit or stolen goods. [Read more].
New Campaign-level Brand referral bonus metrics. This allows sellers to measure the amount of brand referral bonus they receive from each individual campaign. [Read more].
Thanks,
George
RESOURCES