Amazon is set to maintain its dominance in the world of online shopping for the foreseeable future.

In 2023 alone, Amazon.com received more than 15 billion global visits.

This constant influx of ready-to-buy visitors makes Amazon an attractive platform for sellers who can effectively stand out and drive sales.

Amazon’s algorithm continues to revolve around a simple principle this year: keep customers purchasing. In many ways, Amazon is just as invested in driving sales as the sellers themselves—if not more.

Here are six marketing strategies you can use to boost your Amazon sales in 2024.

1. Master the fundamentals

No matter how advanced marketing tactics become, solid foundational practices remain essential. Focus on strategy rather than just individual tactics.

• How is your brand or product positioned?
• Are your prices competitive?
• Does your product offer something unique?
• Do your images and descriptions reflect that?

Before diving into optimization, ensure these core elements are well taken care of.

2. Keep refining your keyword strategy with relevancy in mind

While Amazon’s algorithm prioritizes customer purchases—much like Google focuses on delivering the best answers—there are many layers that influence search rankings.

• On-page content.
• Customer feedback and star ratings.
• Pricing structure.
• Stock availability.
• Visual presentation.

Keyword targeting has always been important, but it’s even more so now as Amazon leverages AI and machine learning to refine recommendations, search accuracy, and behavioral insights.

If it's been a while since your last keyword audit, it's time to revisit. Consumer preferences shift, and updated data is available. Ongoing keyword research is crucial. Make sure they're strategically placed within titles, bullet points, and descriptions.

Avoid overloading your content with keywords. Your copy must still appeal directly to shoppers and encourage them to buy. Generative AI tools now make crafting persuasive listings easier. Amazon even offers its own AI tool for optimizing product content.

Remember, real people read your content and decide whether to click "Buy." Regardless of how it's written, it must convince them your product is the best fit.

3. Fully embrace Amazon Advertising

Amazon generated over $49.9 billion from ads in 2023—a huge jump from the $10 billion reported in 2018.

Running ad campaigns is no longer optional if you want to succeed on Amazon.

Sales performance is rewarded by the system, meaning advertising can help boost those all-important numbers. By increasing your ad spend, you can accelerate sales and improve your organic ranking.

Amazon continues expanding its advertising options with enhanced targeting capabilities such as:

• Sponsored Display Audiences.
• Sponsored Display Product Targeting.
• Sponsored Brands Video Targeting.

New formats include:

• Sponsored Display Video Ads.
• Sponsored Brands standalone video creatives.
• Amazon DSP targeting for marketplaces.

Amazon has also rolled out an AI-based image creation tool designed to help sellers generate better visuals.

With each new feature comes the ability to analyze campaign performance more precisely, helping you allocate your budget smarter.

To set your campaigns apart, consider experimenting with newer formats like interactive and augmented reality ads.

Stay updated on changes to Amazon’s advertising tools to optimize your advertising cost of sale (ACoS) and improve overall campaign efficiency.

Dig deeper: 5 reasons Amazon Ads is better than Google Ads for ecommerce

4. Drive traffic from outside Amazon

One of Amazon’s smartest moves has always been leveraging external traffic sources. That’s one reason they’ve long been among Google Ads’ top advertisers.

Adopting an omnichannel approach through social media, influencer partnerships, and content marketing helps raise brand awareness and funnel users to your Amazon page.

Running targeted campaigns, offering exclusive deals, and publishing engaging product-related content diversifies where your traffic comes from.

Amazon’s Brand Referral Bonus program also rewards sellers who bring in traffic from off-site sources by giving a percentage of those sales as a bonus.

By directing traffic from multiple channels, you can increase your product’s visibility and competitiveness, helping it stand out in Amazon’s highly saturated environment.

Dig deeper: 3 tips for using promotions and discounts in paid search

5. Combine coupons and Amazon Ads for stronger results

Everyone loves a good deal. You can tap into that psychology by pairing sponsored ads with coupon offers.

Coupons combined with Amazon Ads are a powerful way to increase visibility, attract clicks, and significantly improve conversion rates.

These discounts act as direct incentives, giving buyers a clear benefit that sets your product apart from competitors.

When featured in sponsored ads, these deals catch attention quickly in search results, making your listing more appealing.

This method plays on the consumer desire to find a bargain, encouraging quicker buying decisions.

At the same time, running ads ensures your product appears in front of an audience already searching for products in your niche, increasing your chances of engagement.

Using coupons alongside ads doesn’t just drive immediate sales—it also boosts your product’s Amazon ranking by improving sales velocity. Be sure to evaluate pricing and profit margins carefully to manage costs effectively.

Despite the investment, the potential gains in exposure, sales, and customer acquisition make this combination a smart move for any serious Amazon seller.

6. Prioritize high-quality product videos

Video content has become a vital part of successful Amazon listings, offering a compelling way to showcase your product and elevate your brand.

In 2024, high-quality, informative videos that solve customer problems, demonstrate usage, and highlight features are essential.

Consider including user-generated reviews, testimonials, and behind-the-scenes clips to build trust and authenticity. Amazon has improved its video integration tools, making it easier than ever to embed these assets into your product pages.

Optimizing for better visibility and increased sales on Amazon

Amazon remains the go-to product search engine. Their continued investments in technology and advertising for brands create opportunities for sellers while shaping consumer expectations.

It might feel like you’re fighting against Amazon itself, but the real battle is with competing products. Remember, Amazon wants satisfied customers and higher sales—just like you do.

By implementing these strategies, you can boost your visibility, improve conversion rates, and grow your Amazon sales.

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