Early Prime Day Deals kicked off on July 15th, offering a preview of the main event. The spotlight was on Amazon’s own devices as they were featured prominently among the most heavily discounted items during this early access period.

New Amazon Prime Day Records Were Set

Amazon Prime Day 2024 set new records, demonstrating strong consumer participation and revenue growth. As reported by Adobe Analytics and others, key highlights include:

• Revenue reached $14.2 billion over the two days, up 11% from $12.7 billion in 2023.
• During Prime Day 2024, households spent an average of $152.33 with shoppers shelling out an average of $57.97 per order. 
• According to the research firm Numerator, best-sellers came from all over Amazon’s catalog and included Amazon Fire TV Sticks, Liquid IV Packets, Snail Serum, Premier Protein Shakes, and Glad trash bags. 
• Back-to-school and office supplies saw a dramatic 216% increase compared to average daily sales in 2024. 
• Children’s clothing led the apparel category with a 165% rise. Other notable increases included suits (36%), outerwear (19%), footwear (17%), and accessories (17%).
• The electronics sector experienced a 61% overall increase, with tablets (117%), televisions (111%), and audio devices (105%) seeing the most significant jumps. Other popular items included fitness trackers (88%), computers (80%), smartphones (71%), and cameras (60%).
• There was significant growth in the home goods category with small kitchen appliances the star performers, up 76%. Other home categories also saw increases: kitchenware and cookware (25%), mattresses (21%), home office furniture (14%), and bedroom furniture (11%).
• Third-party sellers outperformed Amazon’s own retail business, achieving their biggest sales day ever.
• The event spanned 24 countries, with increased global consumer involvement.

Mobile Shopping Continues to Expand

Mobile shopping reached new heights during Amazon Prime Day 2024, with Adobe Analytics reporting that 49.2% of all online purchases were made via mobile devices. This marks a significant 18.6% increase from 2023. This is one more reason why Amazon sellers need to focus on the importance of mobile-specific product listing optimization. 

Key points:

• Nearly half of Prime Day transactions occurred on smartphones or tablets, rather than traditional desktop computers.
• Amazon’s strategy of promoting its mobile app for Prime Day deals likely contributed to this trend. The app’s features, such as deal notifications and easy price comparisons, enhanced the mobile shopping experience.
• The substantial year-over-year growth in mobile purchases indicates a broader shift in consumer behavior, with more shoppers embracing mobile platforms for major sales events.

Canopy Partners Reached New Highs

Market-wide statistics are fine, but we’re here to help our partners grow. and, during Amazon Prime Day 2024, the Amazon sales of Canopy partners exploded!   

• The team saw a substantial increase in units sold and total sales across multiple clients, with some achieving up to 486% growth over daily averages.
• Year-over-year growth was a common theme, with partners seeing increases ranging from 20% to 250% in units sold.
• Social Commerce continues to be a force for (ecommerce) good with some partners attributing up to 7% of their sales from off-Amazon traffic. 
• Strategic ad spending kept TACoS low, often significantly below monthly averages, maximizing profitability. 

How Canopy Management Created Wins for Partners

Canopy Management’s Amazon experts demonstrated exceptional skills during Amazon Prime Day 2024. Combining custom-built data models, white-glove ad management, and SEO-friendly listing optimization, the impressive results were apparent throughout our large client base.

Key aspects of Canopy’s strategy included:

1. Targeted Ad Spend – Canopy Management strategically allocated advertising budgets across various ad types, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. The custom-built, balanced ad campaigns ensured maximum visibility without overspending.
2. Dynamic Bid Adjustments – Canopy implemented real-time bid adjustments based on performance data, allowing the ad team to capitalize on high-converting keywords and placements while minimizing spend on underperforming areas.
3. Product Listing Optimization – In preparation for Prime Day, Canopy fine-tuned product listings to improve organic rankings and conversion rates, giving the paid advertising efforts a big head start.
4. Inventory Management – Canopy worked closely with clients to ensure adequate stock levels, preventing lost sales opportunities during the high-traffic event.
5. Performance Monitoring – Advanced analytics tools helped Canopy track performance in real-time, allowing for rapid adjustments to strategies.

Canopy Management: Next Steps For Ecommerce Sellers

As Amazon Prime Day 2024 comes to a close, it’s clear that this shopping event continues to grow in significance for both consumers and sellers. 

Canopy Management’s partner success during this event demonstrates the power of strategic planning, data-driven decision making, and agile execution. It also shines a light on what our teams of Amazon experts are doing every single day of the year to drive success for some of the biggest names on Amazon. 

If you’d like a little of the spotlight on your own Amazon brand, reach out to the team at Canopy. We love to help ecommerce sellers create the kind of sales velocity that can change a side gig into a full time, life-changing Amazon business. 

The post Amazon Prime Day 2024: How Next-Level Strategies Helped Fuel Partner Success   appeared first on Canopy Management.

You’ve put in a lot of effort to make sure that Prime Day was a big one for your brand. Canopy’s industry-leading team of Amazon experts provides the comprehensive support – from optimizing your listings to creating innovative advertising campaigns – to make sure that you can keep that momentum going forward.

Now that Amazon Prime Day is finished, here are eight strategies to keep your sales heading up and to the right.

Analyze Prime Day Performance

“You can’t manage what you can’t measure” is a quote that speaks to the importance of strategic data acquisition. Prime Day is one of the most significant events for Amazon sellers. The days following Prime Day offer an unrivaled opportunity to collect and study a wealth of data. Prime Day metrics are a crucial element in your understanding of what worked, what didn’t, and how to improve for future events.

Review Sales Data and Metrics

Start by taking a deep dive into your sales data. Closely examine metrics such as total sales, units sold, average order value, and conversion rates. Look for patterns and trends that can give you insights into your overall performance.

Compare Results to Previous Years and Expectations

Benchmark this year’s results against previous Prime Days and your pre-event calculations. This comparison helps you to identify growth trends, market shifts, and areas that need attention.

Identify Top-Performing Products and Categories

Highlight the products and categories that performed exceptionally well. Understanding which items drove the most sales can help you focus your efforts on these high-demand products in the future.

Assess Your Inventory 

It’s been a whirlwind 72 hours. Post-Prime Day inventory management is critical to maintain momentum and prevent stock outs or overstock situations.

Assess Remaining Stock Levels

Conduct a thorough inventory assessment to understand your current stock levels. Identify any products that are running low and those that have surplus stock.

Reorder Popular Items to Maintain Inventory

For the top-selling items, place reorders promptly to ensure you can meet ongoing demand. This is particularly important for products that continue to have high sales velocity post-Prime Day.

Consider Liquidating Slow-Moving Products

Identify slow-moving or unsold inventory from Prime Day. Consider strategies like discounts, promotions, or bundling to liquidate these products and free up warehouse space.

Optimize Your Amazon Listings

Now is an excellent time to level up your Amazon search engine optimization (or SEO). By optimizing your product listings – based on the feedback and performance data gathered during the Prime Day event – you can rank higher in search results and better connect with shoppers.

Update Product Descriptions Based on Customer Feedback

Review customer reviews and feedback received during Prime Day. Update your product descriptions to address common questions, highlight key features, and improve clarity.

Refresh Images and A+ Content if Applicable

Ensure your product images and A+ content are up to date and appealing. Over the last year, high-quality visuals continue to increase in importance as Amazon conversion rate levers.

Adjust Pricing Strategy for Post-Prime Day Market

Re-evaluate your pricing strategy based on post-Prime Day market conditions. Consider competitive pricing, demand trends, and profit margins when making adjustments.

Follow Up with Customers

Building strong customer relationships is essential for long-term success. Post-Prime Day is an ideal time to engage with your Amazon customers.

Analyze Customer Behavior and Preferences During Prime Day

Examine your customers’ behavior and preferences to understand what drives purchases. Use this information to refine your Amazon product catalog and marketing messages. Tailoring your approach based on customer preferences will lead to better results.

Consider Conducting Post-Purchase Surveys for Additional Feedback

Post-purchase surveys can provide valuable feedback on customer satisfaction and areas for improvement. Use these insights to level up your overall customer experience.

Respond to Customer Questions and Reviews Promptly

Shoppers that just spent their money do not want to wait for answers. Address any customer inquiries and reviews quickly and professionally. Timely responses can enhance customer satisfaction and loyalty. Offering excellent customer service can quickly turn a negative experience into a positive one.

Retarget Prime Day Shoppers

Prime Day shoppers who didn’t make a purchase or need a little nudge can still be converted into customers through retargeting efforts.

Use Sponsored Display Ads to Reach Previous Viewers

Leverage Sponsored Display Ads to target customers who viewed your products but didn’t purchase. These ads can remind would-be buyers of your offerings and encourage a purchase. Set up retargeting campaigns aimed at Prime Day visitors who didn’t buy.

Keep the excitement going by offering post-Prime Day promotions. Limited-time deals can help maintain sales momentum and attract customers who missed out on Prime Day.

Analyze Competitor Strategies

You probably weren’t the only one making a lot of sales in your Amazon niche. Understanding your competitors’ strategies can provide valuable insights and help you refine your approach.

Study Successful Competitor Tactics During Prime Day

Analyze the tactics used by successful competitors. Look at their pricing, promotions, product offerings, and marketing strategies.

Identify Areas for Improvement in Your Own Strategy

Use competitor insights to identify areas where you can improve. Whether it’s pricing adjustments, better marketing, or product enhancements, learning from others can be beneficial.

Consider New Product Opportunities Based on Market Trends

Identify market trends and potential new product opportunities based on competitor analysis and Prime Day performance.

Plan for Future Sales Events

What you’ve learned from Prime Day can easily be applied to future sales events to ensure continued success, particularly when the impressions are fresh. 

Use the insights gained from Prime Day to plan for other major shopping events like Black Friday and Cyber Monday. Adjust your strategies based on what worked and what didn’t.

Start Preparing Early for Next Year’s Prime Day

If you’re like a lot of entrepreneurs, you probably started planning for Prime Day a little later than you would have liked. Early preparation is key to success. Begin planning for next year’s Prime Day well in advance to ensure you’re ready to capitalize on the opportunity.

Set Goals and Strategies for the Rest of the Year

Define clear goals and strategies for the remainder of the year. Focus on maintaining growth and leveraging the momentum from Prime Day.

Amazon Advertising is a Difference Maker

This is a big one, and a separator between Amazon sellers heading up and to the right, and those ecommerce sellers just hanging on. Post-Prime Day is a great time to reassess and refine your advertising strategies.

Adjust Advertising Budgets Based on Prime Day Performance

You’ve worked hard to get your top-selling products to the top of the page. Make sure that they remain visible by continuing to invest in advertising. Evaluate your Prime Day advertising performance and adjust your budgets accordingly. Increase spending on high-performing campaigns and consider reducing spend on underperforming ones. Sustaining visibility can help maintain sales momentum.

Test New Ad Formats or Targeting Options

Experiment with new ad formats and targeting options. Testing different approaches can help you discover more effective advertising strategies.

How Canopy Management Can Help

Prime Day may be over, but the real work for Amazon sellers is just beginning. By closely analyzing your Prime Day performance, you can turn a single-day event into long-term success. 

At Canopy Management, we’re dedicated to supporting Amazon sellers in achieving success every day of the year. It’s a big part of Canopy becoming the quiet force behind many of the top brands on Amazon. 

Don’t navigate this journey alone—partner with Canopy Management and take your Amazon business to new heights.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post How to Sustain Your Prime Day Momentum – Essential Steps for Amazon Sellers appeared first on Canopy Management.

By grouping complementary products together, you can offer added value and convenience, leading to higher conversion rates and increased order values. 

What are Amazon Virtual Bundles? 

Amazon Virtual Bundles are a feature of the Amazon marketplace that allows you to create a unique product offering by combining multiple related items into a single listing without physically packaging them together. Unlike traditional Amazon product bundling where products are grouped and shipped together, virtual product bundles are managed within Amazon’s system, offering flexibility and ease of implementation. 

Amazon’s eligibility requirements are:

• You must be the brand owner of the ASINs in Brand Registry
• The ASINs must have active FBA inventory in New condition (sorry, no Used or Renewed!)
• Although the bundle is virtual, the ASINs must be physical (no electronically delivered products like digital music, videos, and books)
• Gift cards cannot be part of Virtual Bundles
• Virtual Bundles can only be created in the US Amazon store

Key Features of Amazon Virtual Bundles

1. Digital Packaging: A virtual product bundle exists as a digital product offering, where the individual items are listed together on a single product page. Customers can see the combined value and purchase the bundle with a single click.
2. Individual Shipping: Each item in the bundle is shipped separately from your existing inventory. This means there is no need to repackage or reconfigure your products, making it easier to manage stock and logistics.
3. Complementary Products: Virtual bundles typically include complementary products that enhance the primary item. For example, a virtual bundle for running shoes might include a heart rate watch, and a training diary, providing a complete solution for an athlete preparing for an event.
4. Single ASIN: The bundle is assigned a unique Amazon Standard Identification Number (ASIN), which helps in tracking sales and managing inventory. This simplifies the listing process and makes it easier for customers to find the bundle.
5. Custom Pricing: With virtual product bundling, You can set a custom price that is often lower than the total price of purchasing each item separately. This creates an attractive value proposition for customers looking for a good deal.

Benefits of Amazon Virtual Bundles

• Enhanced Shopping Experience: Virtual bundling provide a convenient shopping experience by offering a curated selection of products that meet specific needs, saving customers time and effort in finding related items.
• Increased Sales and Average Order Value: By bundling complementary products, you can encourage customers to purchase more items in one transaction, increasing the overall order value.
• Better Inventory Management: Amazon bundles can help you move slow-selling items by pairing them with popular products, effectively managing inventory levels and reducing overstock.
• Improved Visibility: A bundled product will often rank well in search results and can attract more traffic due to their combined keywords and appealing value propositions.
• Competitive Advantage: Offering unique and thoughtfully curated bundles can help you differentiate your brand from competitors, attracting customers looking for comprehensive solutions and good deals.

Best Practices for Amazon Virtual Bundles

Implementing Amazon Virtual Bundles effectively requires a strategic approach. Here are some best practices to ensure your bundles attract customers and drive sales:

Choose Complementary Products Wisely

Selecting the right items for your bundle is crucial. Choose products that naturally go together and enhance each other’s value. Think about how the items can provide a comprehensive solution or fulfill a specific need for your customers. 

• Research Customer Preferences: Use customer reviews and feedback to understand what products are often bought together.
• Analyze Sales Data: Look at past sales data to identify popular combinations of products.
• Consider Seasonal Relevance: Create bundles that cater to seasonal needs or trends, such as back-to-school or holiday gift bundles.

Price Strategically

Pricing is a key factor in the success of your virtual bundle. Offer a discount compared to buying the items separately, but be mindful of your profit margins. The discount should be enticing enough to encourage purchases but not so steep that it cuts into your profits.

• Calculate Bundle Savings: Clearly display the savings customers will get by purchasing the bundle instead of individual items.
• Monitor Competitors: Keep an eye on similar bundles offered by competitors and adjust your pricing to stay competitive.
• Dynamic Pricing: Be prepared to adjust prices based on demand, inventory levels, and market trends.

Craft Compelling Descriptions

Strategic listing optimization and Amazon SEO can make a significant difference in attracting customers to your bundle. Highlight the benefits of buying the Amazon product bundle, focusing on convenience, savings, and added value. Use clear, concise language and bullet points to outline what’s included and any exclusive or limited-time offers.

• Emphasize Value: Explain how the bundle provides a complete solution or enhances the primary product.
• Use Keywords: Incorporate relevant keywords to improve search visibility.
• Highlight Unique Selling Points: Mention any exclusive features, such as limited-edition items or special discounts.

Use High-Quality Images

Visual appeal is critical for online shopping. Use high-resolution images to showcase all items in the bundle. Consider including lifestyle photos that show the bundled products in use, helping customers visualize the benefits.

• Consistency in Images: Ensure all images have a consistent style and background to maintain a professional appearance.
• Detailed Product Photos: Include close-up shots of individual items and the entire bundle.
• Contextual Images: Show the products in real-life scenarios to illustrate their use and value.

Promote Your Bundles

In addition to optimizing your bundle listings, actively promote them through various channels.

• Amazon Advertising: Use Sponsored Product, Sponsored Brand, and Sponsored Display ads to drive traffic to your bundle listings.
• Social Media: Share your bundles on social media platforms to reach a broader audience.
• Email Marketing: Include bundles in your email campaigns to engage existing customers and encourage repeat purchases.

How Canopy Management Can Help

For an Amazon seller, the key to success with an Amazon Virtual Product bundle lies in understanding customers’ needs and crafting offers that truly resonate with them. It’s about finding that sweet spot where customer value meets business growth.

Understanding the needs of our partners has been one of the reasons why Canopy Management has become the fastest growing Amazon agency in America. If you’d like to get a head start with your brand and take advantage of strategies that have fueled many of the top Amazon brands, you can find out more here.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Amazon Virtual Bundles: An Ecommerce Seller’s Secret Weapon  appeared first on Canopy Management.

And of course, all of us that have navigated the world-wide events over these last few years have seen how the pandemic and the economy have acted as an enormous lever on ecommerce.

However, it’s the way that Amazon casts a large, imposing shadow over their marketplace that has forced entrepreneurs to make the most frequent changes.

This post focuses on the tidal wave of Amazon listing suppressions that have plagued sellers over the last six months. It also explores strategic processes that Canopy’s Partner Success Management (PSM) team has used to reverse upwards of 90% of those sometimes fatal listing suppressions. 

Even if you’re not a Canopy Partner, this post will outline the challenges you’re facing, the best practices that might keep your seller central account out of trouble with Amazon, and the steps you can take to get your listing active again once it’s suppressed.

Amazon is On the Hot Seat

In late 2022, the FDA sent two separate warning letters to Amazon and Walmart regarding products that are sold on the companies’ online platforms. The FDA seems determined to encourage online retailers to better police their own ecosystems. 

What appears to have drawn the attention of the regulatory agency is the illegal sale of products known to contain prohibited drug ingredients or what they consider to be improper or overstated claims about the efficacy of supplements and other health-related products. 

To make the situation worse for Amazon (and other online retailers) recently, a stampede of legal action has been initiated that hints of possible responsibility for harm and damages being extended to any party that otherwise is involved in placing a product in the line of commerce.

Lawyers talk about following the money. Amazon is ground zero!  

Are you one of the many Amazon sellers that have suffered through the suppression of a listing these last few months? 

If so, in the next sections we’ll address steps you can take to move forward as strategically as possible.

Amazon Suspensions Are Ecommerce Business Killers

Much of the time, when someone is looking for something to buy, they begin their search on Amazon. Type in the most relevant keyword, and you’ve got thousands of possible products to choose from. 

Over 60% of product searches begin on Amazon. That’s why ecommerce brands have flooded Amazon’s marketplace as they attempt to use Amazon’s massive reach to enrich their bottom line. 

What many sellers fail to understand is that Amazon listings are not “set it and forget it.” Amazon product listings require constant attention. Listing optimization and Amazon SEO are moving targets. 

Experienced ecommerce sellers know that as the marketplace changes, so should your listings. That’s a large part of the reason why Amazon listings need to be constantly updated and maintained.

What Happens When a Listing Is Suppressed On Amazon? 

If any elements of a listing fail to meet Amazon’s guidelines, Amazon makes your listing disappear from potential searches. That’s a listing suppression. 

Even though the suppressed listing will still be present in your seller’s dashboard, Amazon customers can’t search for or find your product until you resolve the cause of the issue. If you don’t read the notification that you receive from Amazon, it might appear to you as if everything is normal. 

That is, except for the total lack of sales.

What Can Cause Amazon Listing Supressions?

Suppressed listings occur when a specific aspect of your product listing doesn’t meet Amazon’s standards. Amazon says that their (increasingly strict) guidelines are there to make it easier for consumers to locate, research, and actually purchase products on its platform. 

Remember, for Amazon, it’s the customers’ experience first and foremost. (That, and avoiding lawsuits from lawyers salivating at their seemingly bottomless bank account) 

An Amazon listing can be suppressed for several reasons.

The Following Factors May Lead to Your Amazon Listing Being Suppressed

1. Incomplete or inaccurate product information: Missing, incorrect, or misleading information in the product title, brand, category, or description can cause a listing to be suppressed.
2. Prohibited content: Listings containing content that violates Amazon’s policies, such as offensive or illegal items, can be suppressed.
3. Intellectual property violations: Selling counterfeit products, using copyrighted images or content without permission, or infringing on trademarks can lead to suppression.
4. Poor product images: Low-quality images, those that don’t accurately represent the product, or those that include watermarks, text, or logos can cause suppression.
5. Inappropriate keywords: Using irrelevant or prohibited keywords in the listing or hidden keyword section can lead to suppression.
6. Price discrepancies: Significantly overpriced or underpriced products, as compared to similar items on the platform, can cause suppression.
7. Safety concerns: Products that are deemed hazardous or have potential safety issues may be suppressed.
8. Restricted or regulated products: Listings for items that require special approval, are subject to sales restrictions, or are regulated by government agencies may be suppressed.
9. Multiple listings for the same product: Creating duplicate listings for the same item can lead to suppression.
10. Poor seller performance: Amazon may suppress listings from sellers with consistently low performance metrics, such as late shipping, high order defect rates, or poor customer feedback.
11. Inaccurate product condition: Listing an item in the wrong condition, such as selling a used item as new, can lead to suppression.
12. Non-compliant product bundles: Listings for product bundles that don’t adhere to Amazon’s bundling policies can be suppressed.

“Fixing” a Suppressed Listing

If you have a single Amazon ASIN, there’s a good chance you’ll be aware of the suppression almost immediately. Amazon will send you a notification. The problem arises when you are enterprise-scale and might have hundreds, if not thousands of listings. 

In that case, you might not be aware of the problem until it’s caused irreparable harm to your listing (and brand). 

Once you are aware of the problem, these are the steps that Amazon recommends that you take to identify and fix a suppressed listing: 

• In your seller account, click the Inventory tab, and select Manage All Inventory.
• Select Suppressed from the horizontal menu. (Suppressed” is only visible if you have suppressed listings to improve. If you do not have any suppressed listings, this option will not be visible)
• View all suppressed listings on the Fix your products page, or click Attribute to filter by specific type of issue.

If you are doing this yourself, there are two ways to fix a suppressed listing:

• Fix suppressed listings in Amazon’s Issue(s) to fix columns by entering the missing values in the editable cells or selecting missing values from the drop-down list then click Save.
• Fix suppressed listings that are not fixable in the editable grid (Option A) by clicking Edit and going to Amazon’s Edit product info page. In Edit product info, the missing product details will be highlighted and you will see informational messages that further detail the issue. For non-image issues, enter the missing value and click Save and Finish. 

(For image issues, follow the guidelines on Amazon’s Product image requirements page and then upload valid product images)

How Canopy Management’s PSM Team Can Help 

One of Canopy Management’s superpowers lies in our ability to quickly and successfully manage Amazon issues exactly like listing suppressions. In fact, we have an entire department dedicated to this, Partner Success Management (PSM). 

Canopy’s PSM listing suppression division is managed by a dedicated Amazon expert with 10 years of experience dealing specifically with Amazon listing suppressions. Over the last few months he’s been successful (sometimes within 24 hours) in over 90% of his listing suppression cases. 

We don’t just claim to be a Full-Service Amazon Management Agency, Canopy’s ecommerce pros are putting in the work every single day to make Canopy the first choice for increasing numbers of successful Amazon sellers. 

Canopy Management’s team consists of former Amazonians, multi-million dollar sellers, and award-winning experts. When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Rule #1 – Don’t Lose Money: How to Avoid Amazon Listing Suppressions appeared first on Canopy Management.

It’s a big reason why many experienced sellers reach out to an Amazon management agency. If you’re looking to get more from your Amazon PPC efforts, hiring an expert is your best bet.

An Amazon PPC management agency works with you to optimize your ad campaigns, decrease your advertising cost of sales (ACoS), and increase your ROI-all while taking advantage of Amazon’s highly-effective advertising services. If you sell on Amazon, you can’t afford not to be taking advantage of Amazon management.

The Benefits of Advertising on Amazon

The difference between people browsing for a product on Google (or Safari) and people browsing on Amazon is the degree of buyer intent. 

People browse on Google. Shoppers spend time on Amazon when they’re ready to make a purchase.

Amazon advertising lets you display your products to people ready to buy, giving you an advantage over other platforms. This means you can reach a specific audience that is more likely to make a purchase. It can help increase your sales by targeting the right customers, give your products more visibility, and help you stand out from competitors. 

Is Amazon advertising worth it in 2024? 

The short answer is yes, absolutely!

The reason is simple. Using pay-per-click ads on a platform where millions of buyers go when they’re ready to make a purchase just makes sense.

Amazon PPC Ads Get Your Products Seen

A huge benefit of Amazon PPC ads is that they allow you to promote your products in a highly visible location. 

Sponsored ads target shopping queries or products, ensuring that your ads show up when customers are searching using matching terms. These ads can be placed strategically within search results or on product detail pages, enhancing the likelihood of catching the shopper’s attention at critical moments in their buying journey.

Whether a customer is searching for a specific product category or browsing similar products, sponsored ads help position your offerings prominently, driving more traffic to your listings and increasing the chances of conversion.

With an Amazon ad, you use keywords to improve your chances of showing up for a specific search term. That means that your product appears more often based on your target keywords and phrases.

Sponsored ads are cost-per-click (CPC), so you only pay when customers click your ads. You can choose how much to bid per click and set your own budget.

Amazon has over 300 million active customer accounts worldwide. And, you’re never quite sure where those potential shoppers might be in the buying process.

This is where Amazon advertising really stands out. They are designed to help you use your campaign to reach customers at every stage of their journey.

Amazon Ad Products

Amazon Sponsored Product ads appear on Amazon and help promote specific products in shopping results and relevant product pages. It’s simple. When a customer clicks an ad, they are directed to the corresponding product page.

Amazon Sponsored Brand ads appear on Amazon and allow you to create ads that include multiple products, along with your brand logo and a custom headline. Prospective shoppers are sent from the Sponsored Brand campaigns to a selection of your products.

Amazon Sponsored Display ads are a versatile advertising tool that allow you to retarget potential customers who have shown interest in their products or similar categories. This  enhances brand visibility and drives conversions. Display ads offer customizable campaigns, expanded reach, and ease of use, supported by detailed reporting to optimize performance.

Keywords are King

Keywords are the terms a person enters into a search with their desired outcome in mind. A good keyword strategy will put your product squarely in the sights of your ideal buyers.

With Amazon advertising, users target products through the use of keywords (including negative keywords). You can specify Broad Match, Phrase Match, and Exact Match.

Broad Match: These types of keyword results are more general and are cheaper per click. However, they may lose relevance due to the general nature of the terms. Utilizing a long-tail version of a broad keyword is a great strategy to keep your bid cost low while expanding your brand exposure. The caveat is that these broad types aren’t highly converting, so you need to utilize a more specific keyword strategy for better conversions. 

Phrase Match: This type of keyword search is more specific than a broad search and is more targeted for the potential customer’s search results. If you sell laptops, a phrase might be “Apple MacBook Laptop” to show what is closer to the search a person is conducting.

Exact Match: With exact match type ads, your results will only show if the customer matches their search terms exactly with your keyword phrase. For example, if you’re selling laptops and your exact match terms are “Apple MacBook Pro 2024 Laptop,” your ad will only show results that have that exact phrase.

The Power of Long-Tail Keywords

Long-tail keywords are highly specific and often longer phrases that users search for when they are closer to making a purchase or seeking detailed information. Unlike broad keywords, which are shorter and more generic (e.g., “laptop” or “running shoes”), long-tail keywords focus on niche markets and detailed queries (e.g., “best budget laptop for graphic design 2024” or “women’s waterproof trail running shoes size 8”). 

These keywords tend to have lower search volume but higher conversion rates because they capture users with clearer and more precise intent, facing less competition and often resulting in more cost-effective advertising.

Negative Keywords Increase Relevancy and Save Money

Instead of ranking for a search term, “negative” keywords help you avoid showing up for the wrong queries.

Negative keywords are an important element of effective Amazon PPC strategy. By excluding irrelevant terms that do not align with your product offerings, you can significantly improve the precision of your ad targeting. This means your ads are shown to a more relevant audience, increasing the likelihood of conversions while reducing wasted ad spend.

For instance, if you sell high-end running shoes, adding “cheap” as a negative keyword ensures that your ads won’t appear in searches looking for budget options. This strategic filtering helps you avoid clicks from shoppers who are unlikely to purchase your premium products, thereby optimizing your advertising cost of sales (ACoS) and improving your return on investment (ROI).

Implementing negative keywords effectively can lead to higher click-through rates (CTR), better ad placement, and ultimately, increased sales. Negative keywords are a critical component of a well-calibrated Amazon PPC campaigns. They help make sure that your advertising efforts are both cost-effective and highly targeted.

Amazon PPC Campaign Strategies

With Amazon PPC advertising campaigns, you can opt to run a manual campaign or use an automatic campaign to drive traffic to your product listing.

Manual targeting allows you to control the type of keywords and phrases your ad campaign includes, allowing you better control of cost-per-click and focusing on only those key terms that are converting with you. 

With automatic targeting, you can have Amazon set up ad campaigns and test if there are additional terms and phrases you should consider in your manual ads. This strategy is a great way to determine your higher-converting keywords without having to do the work of testing each one. 

By utilizing automatic targeting with your ad group, you can set a smaller budget for the ads and see what converts before incorporating those terms into your ads and product descriptions. That will save you a lot of time and money on experimentation and testing.

ACoS – Advertising Cost of Sale and Other Performance Metrics

It’s important to analyze your Amazon Advertising Cost of Sale and iterate your campaigns for better efficiency. 

The way the ACoS is calculated is ad spend divided by ad revenue multiplied by 100 (ACoS = ad spend/ad revenue x 100). This data gives you better insights into your ads performance and conversions toward sales to allow you greater control of your ad campaigns.

Put in layman’s terms, your ACoS is a ratio of how much you spend on ads versus the amount of money you make in return. You ultimately want a low ACoS, which means that you’re earning a lot more than you’re paying in ad costs. 

Your ACoS will allow you insight into how effective your ads are compared to competitors, but the metric of Return On Ad Spend (ROAS) gives you data on how profitable your ad campaigns have performed. 

To calculate your ROAS, you take your ad spend and divide it by your ad revenue (ROAS = ad spend/revenue).

Fine Tuning Your Amazon Ad Campaigns 

When it comes to ACoS and RoAS, utilizing these data points and the type of keywords you are using in your ads and product descriptions allows you to focus your ad campaigns much more precisely than other ad platforms. 

Amazon’s automatic targeting allows you to limit the cost associated with traditional testing and experimentation to help you better strategize the keywords you want to target in your campaigns. 

Finally, the flexibility to adjust your keyword targeting using these data points allows you to adapt your ad campaigns and product listings to optimize their performance. 

Whether it’s Amazon Sponsored Product, Brand, or Video ads, this optimization strategy will save you considerable time and money in your marketing while testing higher converting keywords. It’ll also direct significantly more traffic to your Amazon Store.

How Canopy Management Can Help

Canopy’s PPC management experts can help you to build an effective strategy that aligns with your unique business needs. Canopy’s Amazon marketing services will help you get more from your digital advertising so you can do more for your business.

If you have any additional questions, reach out to our pros and get started on maximizing your ad spend with Amazon PPC advertising.

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Is Amazon PPC Advertising Worth It In 2024? appeared first on Canopy Management.

Just last month, TikTok achieved a huge milestone with its first million-dollar shopping livestream in the United States.

Still, Amazon remains the largest marketplace in the U.S., selling three times more than the rest combined.

Studies indicate that Amazon could soon overtake Walmart to become the largest retailer in the United States. It’s predicted that Amazon will add more than $294 billion in U.S. sales between 2021 and 2026. 

Sure, that’s great news for Amazon, but how does it affect ecommerce sellers? It’s because of what’s hidden just under the surface; the role that sellers themselves have had in this tidal wave of change. 

Amazon has consistently capitalized on its strength as a digital-first platform and has done so with the help of three powerful ecommerce levers. These same three pillars have also been behind the incredible growth that Amazon third-party-sales have experienced over the last 36 months. 

These following Amazon strategies are so lucrative that they should serve as guideposts for ANY Amazon seller wanting to get to the next level. 

• Prime Membership (and Shipping)
• Multiple Sales Strategies 
• Amazon’s PPC Advertising Platform

1. Amazon Prime Shipping for Everyone

Amazon’s decision to revolutionize the online shopping industry with Prime shipping raised the bar so far that the rest of the industry has had a hard time keeping pace. 

Before Amazon’s Prime shipping became the norm, waiting impatiently for days and weeks for products to arrive was one of the biggest barriers to buying things online. Today, a full 75% of customers now expect free shipping on all orders, and 63% say delivery speed is an important factor in their purchasing decisions.

Now, Amazon is using their massive ecommerce footprint to help entrepreneurs and small businesses that AREN’T EVEN SELLING ON AMAZON’S MARKETPLACE. 

Amazon’s release of Buy with Prime allows small businesses selling merchandise on their own website to take advantage of one of the principal benefits of Amazon’s fantastic fulfillment service. 

Amazon decided to capitalize on the power of Amazon Prime’s 150 million subscribers by expanding Prime shipping to businesses selling OFF of Amazon’s marketplace. 

With that one gesture, Amazon is indicating a willingness to share with Direct to Consumer (DTC) small businesses one of the biggest eCommerce levers at its disposal. 

Shoppers love speedy shipping. This is a no-brainer for online sellers looking to catch a ride on the “Prime” train. 

The benefits of Amazon Buy with Prime for both shoppers and sellers include a Prime shopping experience, where sellers can display the Prime logo and delivery promise on their websites, offering customers a trusted shopping experience. 

Customers enjoy fast, free delivery on eligible products within 1-2 days and easy returns without the need for boxing or labeling. For sellers, Buy with Prime attracts new shoppers, including Prime members, to their websites and increases shopper conversion by an average of 25%. 

Sellers can utilize Amazon’s fulfillment network for order processing, storage, picking, packing, and shipping, and display Amazon.com ratings and reviews to help shoppers make informed decisions. 

Additionally, Prime members can track their orders and access 24/7 live chat customer support.

2. Aggregate Your Amazon Sales to Drive AOV

Average Order Value (AOV) is a crucial eCommerce metric that measures the total amount of money every customer spends per transaction. It makes sense. As long as a shopper already has their credit card out, why not make sure that they’re buying more than one item at a time. 

There are two ways that Amazon has made multiple sales a foundational pillar of their business model, Amazon’s “Frequently Bought Together” recommendations, and Amazon’s Virtual Bundles.  

By taking advantage of their huge data modeling capabilities that make the Amazon FBT and “Virtual Bundling” possible, sellers can exponentially grow their sales without breaking a sweat.

Amazon’s “Frequently Bought Together” Recommendations 

When it comes to upselling, Amazon takes great advantage of their proprietary data. Amazon has the technological power and the marketplace position to be able to influence the eCommerce balance scale with a weighty marketplace finger. One way that they do that is through harvesting customer data.

Amazon uses its algorithms to determine what their customers are most inclined to purchase. Why not take advantage of that data yourself? 

By capitalizing on Amazon’s “Frequently Bought Together” feature on the Amazon listing page, Amazon sellers can tap into that hard-to-find data. Typically composed of two or three items, Amazon’s Frequently Bought Together recommendations are found just below the main product in a searched-for Amazon listing. 

Finding that next big Amazon product is always on the horizon for third-party-sellers. Why not stand on Amazon’s giant shoulders and use their invaluable data to help you come up with a complementary product to boost your total add-to-cart bottom line?

Amazon Virtual Bundles 

Phone case and screen protector, ring light and expandable laptop stand, some things just go together. Why not sell them together? 

Amazon “bundles” have long consisted of multiple single items that can each be identified by a unique ASIN/UPC and then sold together as a single offering. 

Savvy Amazon sellers take advantage of a relatively new way that Amazon allows sellers to bundle their products called, “Amazon Virtual Bundles.” 

The Virtual Product Bundles Tool for FBA lets brand owners create ‘virtual’ bundles made up of two to five complementary ASINs which are purchased together from a single detail page. This allows brand owners to offer bundles without packaging items together or changing FBA inbound inventory.

When a customer orders your Virtual Product Bundle from the product details page, Amazon ships the separate items from your inventory. 

Amazon has built the tool and created the platform, it’s up to you to dig into the data, and do the research. Then, use that data to build your own bundles to multiply your sales. We’re all busy these days. Use Virtual Bundles to prevent your buyers from having to navigate to another page to finish their shopping. 

3. Amazon Advertising: Good for Amazon, Better for You 

Pay per Click (PPC) is a form of online advertising in which advertisers “bid” for ads then pay a fee when someone clicks on the ad. 

Where Amazon’s PPC advertising platform really shines is with its ability to allow sellers a peek behind the curtain. By taking advantage of Amazon’s recommendations, ecommerce sellers are able to build an advertising strategy on top of Amazon’s powerful algorithms. It’s like being handed the answers to an important test before you sit down with a sharpened number two pencil. 

Just as importantly, once you’ve selected the proper keywords, not only will you be targeting people deliberately looking to buy your product, Amazon will direct business to your (virtual) doorstep free of charge. Taking advantage of Amazon’s PPC advertising platform just ups the ante. 

Use “Targeting” to Increase Relevancy and Reduce Ad Spend

As I mentioned earlier, Amazon’s biggest (and most lucrative) lever is the enormous amount of data that they collect from their shoppers every minute of the day. Having the ability to piggyback on that data is a “hack” you need to take advantage of. As eCommerce advertising becomes more competitive, “targeting” will help you get the upper hand. 

Targeting uses keywords and products to show your ads on search and detail pages to relevant shoppers. Using Sponsored Products automatic targeting, Amazon sellers can target their ads directly at their prospective buyers using the billions of data points collected by Amazon. 

There are many different ways that artificial intelligence can help today’s online sellers increase their sales. But, they all depend on your ability to capture data. That’s something that  Amazon might do better than anyone else. With AI becoming more clever every day, Amazon’s recommendations are better than ever. 

With these three strategies, Amazon has already carved out an effective trail for sellers that are paying close attention. There’s no need to reinvent the wheel. Amazon’s ability to harvest crucial first-party data has been a game changer.

It’s time to use that data to make it a difference maker for your own eCommerce business. 

Amazon PPC Agency = A Big Head Start for Sellers

If you really want to speed up the process, reach out to a leading Amazon PPC Agency such as Canopy Management to help you optimize your advertising campaign. An Amazon PPC Agency has the experience and technical expertise that allows you to increase product visibility, boost sales, and save money at the same time. 

As an Amazon seller, you probably know how important sales velocity is. After you’ve launched your Amazon product, Amazon PPC advertising might be the very best way to re-energize a product in need of a lift. 

An Amazon Agency will give you a big head start. The rest is up to you. 

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Hijack These 3 Amazon Superpowers to Build Your Brand appeared first on Canopy Management.

Sometimes, with all the focus on bidding tactics and granular placement settings, that big picture can get lost pretty fast.

We recently took the time to look more closely at 10 of Google’s top-ranked articles on PPC strategies for 2024. In doing so, we noticed a few critical optimization opportunities that even experts seem to consistently miss.

1. Purchases, Not Clicks

If you randomly picked ten paid search articles talking strategy, how many do you think would have headlines focused on “increasing clicks” or “improving click through rate (CTR)?”

I’d bet most if not all. 

A platform-wide focus on click-based metrics dominates the Amazon advertising space.

And it’s not necessarily bad advice. Clicks indicate interest levels, allow tracking customer journeys, and factor into your quality score. Highly-relevant, attractively displayed ads are designed specifically to draw clicks. But ultimately, clicks themselves don’t define campaign success or failure.

At the end of the day, what truly matters are purchases and conversion rate. Did your Amazon ad spend drive sales? When you have multiple options for how to bid or target, a significant part of your focus should be on purchases first.  

Keep a close eye on your return on ad spend (ROAS). On Amazon, your RoAS can be found under the Advertising tab. Here, you’ll find information about impressions, clicks, and your overall cost per sale. 

If you’re using an Amazon Sponsored Products ad, rule-based bidding can help take the guesswork out of adjusting bids to achieve your target ROAS. For any existing campaign running for at least 10 days, you can apply a rule with a guardrail of ROAS and Amazon Ads will be able to adjust your base bids up and down to increase conversions while maintaining your guardrails.

Consider viewing optimizations through the lens of whether it will drive more revenue, rather than getting stuck chasing click volume.

Design ads to get attention without being misleading. Then, adjust your bids and matching strategies based on conversion behaviors. This shift from clicks to purchases is overlooked more often than it should be.

2. Amazon Automation (The Good Kind)

Winning the Amazon Buy Box – and the PPC advertising needed to do it – is becoming more challenging every day. When it comes time to scale an Amazon brand, individual sellers simply cannot manage bids, ads, keywords, and settings across thousands of product listings or locations. 

Best practices like close variant matching, flexible bid strategies, and custom bids by segments are nearly impossible for a human alone when you hit a few hundred or thousand products.

If you’re not fortunate enough to have an Amazon agency doing this for you, this is where automation and advanced algorithms enter the game. Leveraging artificial intelligence, machine learning, and automation can help overwhelmed advertisers keep up.

For an Amazon agency, automation of standard practices is particularly impactful because it frees up the humans to attend to the volatile situations that require years of specific ecommerce experience to untangle.

We’d argue that automation alone isn’t enough to help you scale. That’s where advanced advertising management comes in. 

Sure, an AI program might help you to manage a few dozen product bids and produce just-ok performance. But it’s when the best Amazon agencies strategically combine cutting-edge, closely monitored automation with the latest advances in artificial intelligence that we really see exponential growth.

3. Amazon Ad Segmentation

The vast majority of paid search targeting still comes down to picking products, keywords, and match types. But there is a much wider world of options to precision-target the right potential customers. Variables like demographics, user intent, behaviors, and devices used allow customization at a person-by-person level. 

For example, “Similar to advertised products” product targeting for Sponsored Display is a dynamic Amazon ad segmentation option that allows advertisers to leverage machine learning to help reach hyper-relevant audiences.  

Advertisers can use dynamic segments through the Amazon Ads API by creating a contextual targeting clause of type “similarProduct”.

Using dynamic segments, advertisers can target additional products that are similar to those being advertised and help sellers reach relevant audiences most likely to click and help drive traffic to advertised products. 

Imagine you find mobile phone buyers from higher incomes households have exceptionally high conversion rates. You can create a specific ad group and set aggressive mobile bids just for this audience.

Here are three ways to boost segmentation for even better campaign results:

Leverage multiple data signals  

Combining variables like income and mobile users is more powerful than a single trait. It creates exponential benefits. You can build segments using site analytics, CRM data, and third party sources.

Test new variants frequently 

Customer data and behaviors evolve rapidly. Routinely build and experiment with new segments to catch trends. Take advantage of the rapid advances in artificial intelligence to move quickly. 

Assign dedicated budgets 

Rather than evenly spreading funds, dynamically shift budgets to your best performing segments to maximize ROI. Again, AI can help you filter through multiple accounts and ad campaigns to make changes quickly enough to affect your ROAS and ultimately, your bottom line.

4. Focus a Microscope On Your Ad Campaign With Dayparting

There are many aspects of everyday life that have been dramatically affected by the recent advancements to artificial intelligence. Ecommerce is at the forefront of that trend, with AI making quick work of the data-heavy complexities of Amazon ad campaigns.

Dayparting is an advanced PPC optimization technique where ads are scheduled to run only during specific times of the day or week. This strategy takes into account that consumer behavior and purchasing patterns can vary dramatically throughout a relatively short period of time. 

To implement a dayparting strategy:

1. Analyze Sales Data: Identify peak shopping hours for your products.
2. Review PPC Performance: Determine when your ads are most effective.
3. Set Up Custom Ad Schedules: Focus your budget on high-performing times in your Amazon PPC campaigns.

For example, if you sell office supplies, your ads might perform best during weekday business hours. If you sell entertainment products, evenings and weekends might be your prime time.

Benefits of Dayparting:

• More efficient use of your ad budget.
• Improved click-through rates (CTR) and conversion rates.
• Reduced ad spend during less profitable hours. 

5. Seasonal Keyword Strategies

Amazon sellers spend a lot of time preparing for seasonal events like Prime Day. That’s why it’s a little bit strange that most of the top posts don’t mention the required seasonal ad campaign adjustments necessary to be successful. 

Adjusting PPC strategies for seasonal trends and holiday shopping periods is crucial for maximizing sales during peak times. This involves creating separate campaigns and adjusting bids and budgets for seasonal keywords during high-traffic periods like Black Friday, Cyber Monday, or Christmas.

To implement a seasonal keyword strategy:

1. Identify Relevant Seasonal Events: Determine which holidays or events are relevant for your products.
2. Research Seasonal Keywords: Compile a list of keywords related to these events.
3. Create Separate Campaigns: Set up individual campaigns for each major seasonal event.
4. Adjust Bids and Budgets: Account for increased competition during these periods.
5. Optimize Listings: Use seasonal keywords and imagery in your product listings.
6. Plan Ahead: Schedule these campaigns well in advance of the seasonal event.

Key Considerations for Seasonal Campaigns:

• Start early to capture early shoppers and build campaign history.
• Gradually increase bids as the seasonal event approaches.
• Prepare for higher CPCs during peak shopping periods.
• Monitor inventory closely to avoid stockouts during high-demand periods.
• Adjust your main campaigns to account for seasonal shifts in search behavior.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post The Top Posts on Amazon PPC Strategy All Missed These 5 Hacks appeared first on Canopy Management.

This post explores the top concerns that might be giving you nightmares and offers strategic solutions to help you not just survive, but thrive in this ever-changing landscape.

To begin with, first and foremost there’s the . . . 

1. Increased Competition On Amazon 

With the Amazon seller count skyrocketing past 9.7 million, competition in 2024 is fiercer than ever. Standing out in this crowded marketplace isn’t just a nice-to-have – it’s essential for survival.

The Solution:

Make Your Products Pop with Unique Features, Benefits, or Packaging

You know what selling on Amazon can be like. In a sea of sameness, you need to be the brand that stands out. To differentiate your products, focus on developing innovative features that address specific customer needs and pain points. 

Highlight unique benefits that set your products apart from the competition. For instance, if your product has superior functionality or is made from sustainable materials, make sure these points are prominently featured in your listings. 

Additionally, invest in eye-catching packaging that not only protects your product but also tells a compelling brand story. Packaging that reflects your brand values and creates a memorable unboxing experience can significantly enhance customer perception and loyalty.

Don’t Put All Your Eggs in One Amazon Basket

Diversify your sales channels to mitigate risks and expand your market reach. Yes, Amazon is a powerful platform, but relying solely on it can put you – and your brand – in a dangerous position. Explore other ecommerce platforms like eBay, Walmart, or Shopify to reach different customer segments. 

Embrace Social Commerce

Potential customers are already spending significant time on social commerce platforms like Facebook, Instagram, and TikTok. By integrating your products into these social networks, you can tap into organic reach and paid advertising options to create a seamless shopping experience that encourages impulse buying and customer interaction. 

Additionally, social commerce makes it possible for you to leverage user-generated content, reviews, and influencer partnerships to build trust and authenticity around your products. This diversified approach not only helps mitigate the intense competition within Amazon’s marketplace but also ensures a broader and more resilient customer base.

Prioritize Customer Engagement and Loyalty

Building strong relationships with your customers can set you apart in a competitive market. Provide exceptional customer service by promptly addressing inquiries and resolving issues. Encourage customer feedback and use it to improve your products and services. Implement loyalty programs or offer exclusive deals to repeat customers to drive long-term loyalty. 

Engaging with your customers on social media and through personalized email marketing can also strengthen your brand connection and encourage repeat business.

Stay Agile and Adaptable

The ecommerce landscape is constantly changing, and staying agile is crucial for maintaining a competitive edge. Keep a close eye on industry trends, competitor movements, and shifts in customer behavior. Be willing to pivot your strategies and adapt to new opportunities or challenges. Continuous learning and flexibility will help you stay ahead in a crowded marketplace.

2. How to Deal With Artificial Intelligence (AI) 

AI isn’t just coming – it’s here, and it’s reshaping the Amazon landscape. If you’re not leveraging AI for product research, marketing, or optimization, you risk being left in the digital dust. Embracing AI can significantly enhance your business operations and keep you ahead of the competition.

The Solution:

Put AI to Work Digging Through Data 

Use AI-powered tools to spot market trends, analyze customer preferences, and identify products with serious potential. AI can sift through massive amounts of data to uncover emerging trends and forecast future demand, giving you a competitive edge in selecting the right products. 

It’s like having a crystal ball for your product line, helping you make informed decisions and reducing the risk associated with new product launches. AI can also identify gaps in the market by analyzing competitor products, ensuring your offerings meet customer needs and stand out.

Automate and Personalize Your Marketing with AI

AI-driven platforms are able to create laser-targeted campaigns based on customer behavior. Personalization of your marketing is a great way to differentiate your brand. AI can also segment your audience with incredible precision, delivering personalized content that resonates with each customer. 

This level of personalization increases engagement and conversion rates. AI can also manage and optimize your PPC campaigns in real-time, adjusting bids and targeting strategies to maximize ROI. 

Get Your Pricing Right with AI

Repricing tools can adjust your prices in real-time based on market conditions, competitor pricing, and demand fluctuations. AI can ensure that you are always offering the right price at the right time, maintaining your competitive edge while optimizing your profit margins. 

Dynamic pricing strategies powered by AI can respond to changes instantly, helping you attract more buyers and increase sales volume. By balancing competitiveness with profitability, AI repricing tools can significantly enhance your pricing strategy.

Enhance Inventory Management with AI

Expert entrepreneurs always say that poor inventory management is a quiet killer of ecommerce brands. AI can revolutionize your inventory management by predicting stock needs and preventing overstocking or stockouts. 

By analyzing sales data, seasonal trends, and market demands, AI provides accurate forecasts, ensuring you have the right amount of stock at all times. This not only saves storage costs but also keeps your products available when customers are ready to buy. AI can optimize your supply chain by identifying the most efficient shipping routes and schedules, reducing delivery times and costs.

3. Am I Missing Out On Mobile Sales? 

By the end of 2024, it’s predicted that 190 million U.S. shoppers will make a purchase on mobile. Because of that, your listings need to look as good on a smartphone as they do on a desktop – maybe even better. The mobile shopping experience is critical, as it significantly impacts customer engagement and conversion rates.

The Solution:

Optimize Your Amazon Listing for Mobile 

Everything happens faster on mobile. That’s why you need to craft easy-to-read storylines that resonate with your audience, and make them stop scrolling and start buying. 

Here’s how:

Mobile-Friendly Product Titles: On mobile platforms, only the first 70-80 characters of a title are typically visible before truncation occurs. To maximize impact, place your most crucial keywords and product information at the beginning of the title. Incorporate key elements such as the brand name, product type, and primary features within those initial 70-80 characters. 

High-Quality, Mobile-Optimized Images: In the mobile shopping experience, images play a pivotal role as they often create the first impression. Use high-resolution photographs that clearly showcase your product against a clean, white background. Your main image should be particularly striking and easily discernible on smaller screens. 

Streamlined Product Descriptions and Bullet Points: The mobile layout differs from desktop, with the product description appearing above the bullet points. Craft your description to be concise and easily scannable. Remember that only the first three bullet points are immediately visible on mobile devices without scrolling. 

Amazon A+ Content is Critical: To optimize Amazon A+ content for mobile, create a dedicated mobile version with a strong, concise product description at the top. Use square images with captions instead of wide banners, and ensure high-resolution visuals with contrasting colors for text readability. 

Keep copy brief with compelling subheaders, and utilize mobile-friendly modules like videos, interactive hotspots, and navigation carousels for Premium A+ content. Design images for mobile ratios, use larger text, and balance visuals with information. 

This is where the help of an Amazon agency can make a big difference. When you only have a moment to make a first impression, this separates winners from the rest. 

4. What Happens if My Amazon Listing Gets Suspended?

Amazon is still number one. If you want to sell online, the path to success passes right through Amazon’s front gate. However, with its vast reach and influence comes a complex web of rules and regulations that you need to navigate.

Staying compliant with Amazon’s policies is not just a matter of good practice—it’s essential for the survival and growth of your business. Here’s why it’s crucial and some best practices to keep your account in good standing.

The Solution

Regularly Review Amazon’s Policies

Amazon frequently updates its policies. Make it a habit to review the Amazon Seller Central dashboard for any policy changes and updates. Subscribe to Amazon’s newsletters and updates to stay informed about new regulations.

Maintain High Product Quality and Customer Service

High product quality and excellent customer service are cornerstones of maintaining good standing on Amazon. Ensure that your products meet Amazon’s quality standards and that you respond to customer inquiries and issues promptly and professionally. Resolve any negative feedback swiftly.

Monitor Performance Metrics

Keep a close eye on key performance metrics such as Order Defect Rate (ODR), Late Shipment Rate (LSR), and Valid Tracking Rate (VTR). Regularly review your Account Health Dashboard and take proactive steps to address any areas of concern.

Use Automated Tools

Consider using automated tools to help manage your compliance efforts. Tools that monitor feedback, manage inventory, and track performance metrics can help you stay on top of Amazon’s requirements more efficiently.

Understand and Follow Category-Specific Guidelines

Different product categories may have specific guidelines and restrictions. Ensure that you understand and comply with the rules relevant to the categories you sell in. This includes knowing the restricted products list and adhering to product listing standards.

Handle Policy Violations Promptly

If you receive a notification of a policy violation, address it immediately. Understand the nature of the violation, correct it, and communicate with Amazon to resolve the issue. A proactive approach can help mitigate the impact of any infractions.

Canopy Management Can Help

As we navigate the twists and turns of the 2024 Amazon marketplace, addressing these top concerns isn’t just about survival – it’s about setting yourself up for long-term success. 

Increasingly, top Amazon sellers are taking an additional step; reaching out to an Amazon agency for help. It’s a little like the progression of pay-per-click advertising. In the beginning, it was just one of the ways to launch a product. Now, it’s almost a requirement to get ahead. 

Very quietly, Canopy Management has gained a reputation as the secret ingredient behind some of the top brands in ecommerce. 

Ever wonder what adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post What’s Keeping Amazon Sellers Up at Night in 2024? appeared first on Canopy Management.

This pivotal move is seen by many as Amazon’s response to the growing competition from Chinese ecommerce platforms like Temu and Shein, which have significantly increased their footprint in the U.S. market by offering a wide range of low-priced products.

Amazon detailed the specifics in a recent closed-door meeting with Chinese sellers, according to The Information, which first reported the news, supported later by CNBC. 

The strategic initiative indicates a shift in Amazon’s approach, as the company has previously avoided direct comparisons with their Chinese rivals. However, faced with increasing pressure on its home turf, it appears that Amazon is intensifying its efforts to attract Chinese vendors and offer similar services.

Three main points that Amazon sellers might find particularly interesting are:

Direct shipping from China

Amazon’s Fulfillment by Amazon (FBA) program has been an important component of their ecommerce success. This new section will allow Chinese sellers to ship products directly from warehouses in China to U.S. customers, bypassing FBA. 

Though experts have said that consumers are less concerned with shipping speed if the products are heavily discounted, this change could lead to longer delivery times (estimated at 9-11 days). 

Product testing opportunities

Sellers might be able to use this platform to test small batches of products before launching larger quantities, similar to Shein’s model for minimizing unsold inventory. This approach allows for more agile product development and market testing, potentially reducing the risk of overstock situations.

Pricing and product control

It appears that Chinese sellers will have the ability to determine pricing and product selection for this new bargain section, giving them more control over their offerings. This increased autonomy could lead to a more diverse and competitive product range on the platform.

How This Move Could Affect Global Ecommerce 

It’s worth noting that this new initiative could have significant implications for the ecommerce landscape:

• The move could serve to boost Chinese sellers’ presence on Amazon’s platform, potentially increasing competition for American resellers of low-cost unbranded goods.
• It could also impact Amazon’s reputation for fast shipping, as the direct-from-China model may result in longer delivery times compared to Prime-eligible products.
• The new section might help Amazon capture a share of the growing market for ultra-low-priced goods, which Salesforce estimates could command 21% of Western spending in the upcoming holiday season.

While an exact launch date for this new storefront has not been announced, reports suggest that Amazon will begin accepting inventory from sellers in the fall. This timeline indicates that the new section will likely be operational after this year’s Prime Day event in July, potentially positioning it as a key player in the holiday shopping season.

As the ecommerce landscape continues to evolve, this move by Amazon demonstrates the company’s adaptability and willingness to compete directly with emerging players in the market. If this comes to pass as predicted, it’s going to be interesting to see how Amazon’s new platform affects both sellers and consumers in the coming months.

Want to keep up with the latest news? The team at Canopy Management has our ears to the ground and will continue to report on the facets of entrepreneurship and ecommerce that affect online sellers. You can always read more of our trending reports here.

The post Amazon’s Bold New Program: Embracing Chinese Imports to Outshine Temu and Shein appeared first on Canopy Management.

Amazon uses a formula to help them determine which listings are first shown to shoppers that’s called an Amazon BSR. Amazon says that their “Best Sellers Rank is based on Amazon sales, and is updated hourly to reflect recent and historical sales of every item sold.”

The Amazon A9 algorithm focuses on a number of direct and indirect factors to help determine your BSR as well as your Amazon product ranking. However, two of the most important considerations are On-Page Optimization, and Sales Velocity (often derived through pay-per-click advertising).

On-page optimization refers to everything from image quality to the relevancy of your listing copy. Sales velocity is all about your number of sales within a given time period.

This guide on keyword research, ranking strategy, listing optimization, and A+ content will help give you a basic game plan for quickly improving click-through and conversion rates that you need to sell on an increasingly competitive marketplace.

Understanding Amazon’s Algorithmic Intent

Don’t forget that Amazon is both a search engine and an ecommerce platform.

Look at it this way…

On Google, there may be a number of reasons why a user is searching “traditional Irish folk music.” They could be doing research for a project, trying to jog their memory about a particular performer, or looking to buy an album.

Unlike Google, Amazon assumes everyone is interested in making a purchase.

That’s why it’s in Amazon’s best interest to match each search with the products that are most likely to end in a sale.

It makes sense, then, that to improve your Amazon sales rank, and get the Amazon Buy Box, there is another ranking factor to consider. To precisely reach the right shoppers and convince them to buy, it’s crucial that your advertising strategy and product detail page are fully optimized.

But, there’s a problem where Amazon product optimization is concerned. Amazon sellers are often under the false impression that their listings are fully optimized. Unfortunately, in most cases, they’re not.

This post is also intended to give you the tools you need to make sure both your Amazon PPC and SEO strategies are working together to not only boost visibility but also maximize sales.

Begin With Keyword Research 

How do you get your Amazon product listing in front of the right shoppers? It starts with understanding the intent behind the searches that lead to your product.

Keyword research is vital for any ranking strategy. It reveals what your target audience is searching for, allowing you to create content that meets their needs. By understanding keyword relevance, search volume, and competition, you can prioritize topics that drive organic traffic. Keyword research uncovers new content opportunities, clarifies search intent, and keeps you ahead of industry. 

These are the basic steps:

Create a List of Seed Keywords: Begin with short phrases (1-3 words) that describe your product. If you need ideas, use Google’s related search terms.

Explore Amazon’s Search Bar Suggestions: Enter your seed keywords into Amazon’s search bar and note the autocomplete suggestions. These suggestions indicate popular search terms used by Amazon customers.

Utilize Keyword Research Tools: Software tools like Jungle Scout and Helium 10 can provide valuable data on search volume, related keywords, and other metrics to help you identify the most relevant keywords for your product.

Focus on Relevance: Ensure the keywords you choose accurately describe your product and match what potential customers are searching for on Amazon.

Track Your Findings: Keep a list or spreadsheet of the keywords you discover for further analysis and prioritization.

Create Keyword-Rich, Customer-Focused Listing Content

Once you’ve determined which keywords you should include in your product information and how to best utilize them in your ad campaigns, the next step will be to incorporate them into your listing content. This will help you improve your organic Amazon ranking because it will spike the relevancy of your listing in the eyes of the Amazon algorithm.

There are four opportunities to weave your keywords into your Amazon listing:

1. Product Title
2. Key Product Features
3. Product Description
4. Backend Search Terms

Be careful, though!

Remember that you’re not just writing for the Amazon algorithm. You’re writing for (human) Amazon shoppers. To rank well, you need to strike a balance between SEO copywriting and persuasive, customer-focused language that appeals to your target audience. Amazon has recently adjusted their algorithm to favor listings that appear to be written for people not computers.

Product Title

They say that it only takes 5-10 seconds of meeting someone new to form a first impression. The same is probably true of an Amazon sale. That’s why your product title is so important.

While you have a limit of up to 200 characters, only the first 5-10 words in your product title are what appear as a search result, making these 5-10 words the most important piece of copy for your listing.

(No pressure, right?)

Let’s take a look at an example…

What’s great about this title is that it uses high volume, relevant keywords (“slim protective case” and “Apple pencil charging”) while also keeping the copy customer-focused. It also uses dashes to break up the text and make the information easy to understand at a glance.

Key Product Features

Trying to get your entire product description and targeted keywords into the tight 200 characters of the product title can be challenging. That’s why you have much more space to make your point after the shopper has reached your product page.

Topping off at a 1000-character limit, Amazon’s product features section gives you a bit more room to stretch your legs, but you still need to use that space wisely.

Your product features should be formatted as a bullet point list and include key product benefits. Bullet points make it easy for a reader to quickly scan the words for key information, which is why it’s the standard format for Amazon listing content.

Some sellers are tempted to use this space to list exact product specifications or manufacturer descriptions, but that approach does nothing to help you rank better or persuade your target audience of prospective customers.

A good list of key features starts each point with a key benefit that directly appeals to what your customer needs.

In this example, you’ll see that the copy highlights the key benefits, as well as addresses product compatibility, the company’s charitable donations, and a money-back guarantee.

Each one of these key points helps to overcome the customer’s potential objections while highlighting more specific product features and keywords (“built for the everyday,” “satisfaction guaranteed,” and “free Ipad repairs”) to support each benefit.

Amazon Product Description

Your product description section should be the area you expand on your key product features and benefits, as well as include long-tail keywords that you’ve identified in your keyword research.

The best practice for Amazon SEO is including your main keyword near the start of your product description. Plus, if you did not have an opportunity to use a keyword in your product title or key features, you can add it in the description.

Like all marketing copy, the best type of copywriting tells a narrative. It involves storytelling that shows the obstacles and challenges that a person may experience before purchasing your product and highlights how your product can solve those issues.

The language you choose should be friendly and conversational, not scientific. This section puts a little more “humanity” in your content.

Do

• Strategically incorporate relevant keywords into your copy in a way that sounds natural.
• Create a buyer persona by considering your ideal customer and what they want.
• Overcome their objections with specific product benefits.
• Highlight differentiators between your product and your competitors’. Think about what you have to offer that others don’t.
• Tell a story. Everyone loves a good story, and it can help contextualize your product to show how it might fit into your customer’s life.

Don’t

• Stuff your listing with keywords. Remember, you’re selling to humans, not to algorithms.
• Be too self-centered. Your product content should highlight how your product’s main features translate into concrete benefits.
• Follow the crowd. Instead of copying your competitors, focus on what makes your product special.
• Copy and paste a manufacturer description into your content, and call it a day.

Backend Optimization 

Amazon sellers have the opportunity to provide more information about a product in the administrative backend of the product page.

Utilizing meta tags in your product page’s backend helps Amazon recognize the relevance of your product offering.

There’s a catch, though.

If you think that you can just throw irrelevant or unrelated keywords into the backend to drive traffic, think again! You should never use this section as a way to stuff keywords that aren’t specific to those you targeted on the frontend.

If you wouldn’t use it on the frontend, don’t put it in the backend.

Keyword stuffing on the backend will only drive your results lower by appealing to irrelevant audiences.

Backend optimization needs to be carefully crafted to include relevant keywords and be fewer than 250 bytes. (If you aren’t familiar with bytes, Amazon has a handy explanation.)

Unless you’re already experienced in this optimization strategy, an Amazon search professional can utilize it best, so consider contacting Canopy’s Listing Optimization experts for help.

Take Advantage of Amazon A+ Content 

Amazon A+ Content is an often overlooked yet highly effective way for sellers to boost their brand, increase conversion rates, and improve rankings on Amazon.

This premium content feature allows Amazon Brand Registered sellers to enhance their listings with engaging images and text. Although Amazon claims A+ Content can increase sales by up to 10%, the impact may be even greater when fully optimized. By highlighting product features and benefits with scannable text, A+ Content makes listings more compelling and can appear in Google search results. 

Most importantly, the sales velocity boost helps products rank higher in Amazon’s search algorithm. Sellers who overlook this powerful tool are missing out on an opportunity to stand out in the competitive Amazon marketplace.

Lifestyle Images Help Shoppers Connect the Dots

High quality lifestyle images showcase products being used in real-world settings and help bring listings to life. 

Lifestyle images allow shoppers to visually see how a product can fit into their lives before making a purchase. This helps set proper expectations about product size, functionality, and overall look and feel. 

As a result, lifestyle images can help reduce returns from customers who realize a product does not fit their needs only after receiving it. Lower return rates help sellers maintain healthy metrics that influence future sales. 

Furthermore, compelling lifestyle images capture shoppers’ attention, convey product value, and drive conversion rates. Sellers who incorporate strong A+ lifestyle imagery give shoppers a better customer experience while also boosting their own sales performance.

Don’t Forget Amazon A+ Video Content

One especially valuable component of A+ Content is video. Video content can capture shoppers’ attention and convey key product selling points. High-quality demonstration videos visually showcase how a product works and what makes it better than competitors. 

Videos help shoppers make informed purchase decisions and can significantly influence conversion rates. Sellers who take advantage of A+ video give their listings a competitive edge.

Create an Emotional Connection with Amazon Brand Story 

The Amazon A+ Content Brand Story spotlight is a powerful tool for sellers to make lasting connections with customers and stand out from the competition. This dedicated section separate from the product description is titled “From the Brand” and enables you to share your brand’s origin story, core values, and unique differentiators.

Telling your brand story allows you to create an emotional connection with customers that goes beyond just selling products. It builds trust, affinity, and brand loyalty that encourages repeat purchases. The Brand Story space also provides additional real estate to promote cross-sells to other products and link to your Amazon storefront.

Unlike other forms of premium content, the Brand Story is free to access for Amazon Brand Registered sellers through the A+ Content Manager. You can seamlessly incorporate the Brand Story alongside enhanced images, videos, and text to create the full A+ Content experience.

Leveraging the Amazon A+ Content Brand Story gives your catalog a competitive edge. You can use the feature to authentically communicate what makes your business special and win over customers in Amazon’s vast marketplace.

How Keyword Strategy Helps Save On Ad Spend  

Advertising on Amazon can quickly become expensive if you don’t approach it with a smart strategy that incorporates the right keywords and phrases to optimize your ads to deliver conversions and sales.

You’ll build sales velocity by optimizing your Amazon PPC ads, and those higher sales will translate into better ranking.

When it comes to Amazon advertising, it doesn’t matter if you’re talking about sponsored products, sponsored brands, or sponsored display, the Amazon ranking algorithm wants to SEE that you’re connecting the dots for its shoppers in a clear and concise way. 

Your Amazon best sellers rank depends on it!

Use Amazon’s Algorithm to Help Find Converting Search Terms

Amazon allows advertisers to choose between 2 options for keyword targeting in their ad campaigns:

1. Manual Targeting
2. Automatic Targeting

With manual targeting, you choose the keywords and phrases you want to use and make your bid. That’s great if you already have high-performing keywords researched, but what if you don’t know what keywords will perform best?

The effectiveness of your Amazon ads strategy depends on your ability to answer this question. 

If you want to run an inexpensive test for the types of search terms your potential customer is using, automatic targeting can help you understand the search terms that are already converting.

The benefit of using automatic targeting is that all you need to do is allocate a small budget and set your campaign to automatic targeting, and Amazon will do the rest.

Automatically running these keyword “tests” will save you time optimizing your keyword strategy because the Amazon search engine will provide you with a list of proven, high-converting terms (many of which you may not have considered) to implement in your manual campaigns.

With all the talk these days of Amazon automation, this is another way to put the ecommerce giant’s algorithm to work for you.

However, learning the right keywords to use is just the first step. After that, you need to determine how to best match them with relevant search queries to improve your overall ad performance. That’s where Amazon match types come in.

Amazon Match Types

Choosing a match type for your keywords tells Amazon how to match your keyword to related search queries. Selecting the right match type will help your ad reach the most relevant audience so that you’re not wasting money (and hurting your ranking) by serving ads in searches that aren’t likely to end in a sale.

There are four Amazon match types: Broad, Phrase, Exact, and Negative.

Broad Match

Broad match is the most general, and it means that a search term may match if it contains all the keyword terms in any order. These keywords will often cost a lot less than other types of keywords, but if you’re not careful, they may lead to your ad appearing in irrelevant searches and fail to convert into sales.

Phrase Match

Phrase match means that the search term must contain the exact phrase or sequence of words in order to match the chosen keyword. Typically, the phrase match type gives you more control over the search terms your keyword matches for while being less expensive and restrictive than the exact match type.

Exact Match

When you choose “exact match,” you are telling Amazon that the search term must exactly match the keyword or sequence of words in order for the ad to show. Typically, because you are narrowing the type of searches your ad will appear in, exact match keywords are the most competitive and therefore, the most expensive.

Negative Match

With this type of keyword parameter, you’re telling Amazon to disregard any search terms that include the keyword you’ve identified. For example, if you’re an Amazon FBA seller of adult baseball caps and want to avoid showing up in searches for kids’ baseball caps, you’d set “kids” or “children” as negative keywords.

Amazon Doesn’t Love Low Click-Through Rates

Because click-through rate (CTR) is the ratio of people who click on your ad divided by your total ad impressions, a low CTR signals to Amazon that your ad either doesn’t appeal to shoppers or isn’t relevant to their needs.

With the latter, selecting the correct match type for your chosen keywords can make a significant difference in improving your CTR. Additionally, using negative keywords will help minimize the number of times your ad appears in irrelevant searches, again improving your overall CTR.

If your goal is to improve your Amazon ranking, tweaking your match type strategy to focus on elevating your ads’ click-through rates should be your first step. That will help you to increase conversions and build sales velocity, which will, in turn, improve your overall ranking.

Dig Into Amazon Product Reviews Using AI

Product reviews can have a lot to do with your Amazon product ranking. Here’s how to put artificial intelligence to help you determine trends and isolate the most critical keywords to focus on in your listing content.

Because AI-driven NLP algorithms can analyze large volumes of reviews to extract frequently mentioned terms, they’re able to help you spot emerging trends and popular features.

AI assigns relevance scores to keywords based on frequency, recency, and impact on customer satisfaction, helping you prioritize the most valuable keywords for your listings.

Then, take the search terms that are driving positive interactions with your own listings (as well as those of your competitors) and strategically position them in your listing copy.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post How to Improve Your Amazon Ranking in 2024 appeared first on Canopy Management.