Shopify store owners can quickly jumpstart their launch on Amazon by driving external traffic to Amazon.
As a Shopify store owner, you are already familiar with driving traffic through paid ads, Google SEO etc.
While these skill sets are second nature for most Shopify brands, many Amazon sellers have a hard time executing these types of digital marketing tactics successfully.
You can use these strengths to your advantage when breaking into the Amazon marketplace.
Why Sell on Amazon
Now why would you want to sell on Amazon?
You pay high fees, you don’t have control of the customer experience and competition is fierce.
These are all true.
However, when it comes down to it, being on Amazon exposes your brand and products to A LOT more potential customers.
Almost half (49%) of online product searches begin on Amazon.
And 44% of online sales in the U.S. take place on Amazon.
So listing and selling on Amazon means your brand and products are in a position to create additional sales.
The profit margin may be lower, but your total profit will be higher.
So it may be worth investing your time, money and energy into Amazon, if you have the capacity.
Will selling on Amazon cut away sales from your website?
Most sellers find this not to be the case.
There is no cannibalization of e-commerce sales when expanding onto Amazon, or vice versa.
A lot of people prefer to buy on Amazon.
They may get extra credit card reward points, they could have an Amazon gift card, or they simply prefer shopping on a centralized platform.
Regardless, just having a “Buy on Amazon” button included on your e-commerce site lends more legitimacy to your brand.
Driving External Traffic to Amazon
A history of sales on your own ecommerce store means you have an asset at your disposal to make launching on Amazon much more effective.
That is, an email list.
You can create a promotion in Amazon Seller Central and use your email list to get a bunch of quick sales and reviews.
These initial sales and reviews are extremely important for building traction on Amazon.
More sellers than ever are supplementing their traffic on Amazon (organic traffic and paid traffic using Amazon’s internal advertising platform) with external traffic, ie traffic from blogs, email, paid search & social.
However, those who only sell on Amazon don’t have an email list.
This limits them in regards to driving external traffic.
Having sold on your own ecommerce store means you have an email list, something that brands who sell only on Amazon do not have (Amazon does not give you access to customer emails).
Your email list contains people who have bought from you in the past, or at least have expressed interest in your brand.
This is a great set of people to give exclusive deals to when you launch your first products on Amazon.
With a tool like LandingCube, you can quickly and easily create landing pages that mimic your Amazon listing and give out single-use promotion codes to encourage a bunch of initial purchases of your Amazon product.
You can then build a follow-up campaign to request reviews from people who buy.
Sales velocity, conversion rate & reviews are thought to be the biggest factors involved in Amazon’s ranking algorithm.
So this type of campaign will help you jump over competitors, climb the rankings, and thus get more traffic from people searching for your keywords on Amazon.
Having an email list also enables you to build custom audiences in Facebook.
Hitting people from multiple touch points will help you convert more of your past customers into repeat purchasers.
You can even layer the Custom Audience on Facebook with your customers who have an interest in Amazon.com, to show ads only to your previous customers who also happen to like shopping on Amazon (and thus are more likely to purchase on Amazon).
Facebook Lookalike Audience
Along with an email blast and Retargeting Ads, you can also show ads to a lookalike audience to bring new potential customers into your sales funnel and grow your customer base.
With a lookalike audience, you can get conversions at much, much lower costs compared to audiences you build in Facebook that are based on guesses about who your target customer is (something that new sellers on Amazon with no history of e-commerce sales are forced to do if they want to drive traffic from Facebook).
Here is an example of how lookalike audiences can help you acquire leads at much lower costs than a cold audience.
This was a Facebook Ads campaign for an Amazon product run with LandingCube.
They were giving out 55%-off promotion codes in exchange for emails.
A lead was triggered when someone entered their email for the promo code.
In this example, the leads acquired with lookalike audiences cost less than one-tenth that of cold audiences.
Building An Amazon Sales Funnel
E-commerce sellers have a distinct advantage over the average Amazon seller.
You are already well practiced in driving traffic and building sales funnels.
Using this experience, your email list, and an Amazon landing page tool, you can launch new products on Amazon in a way that most Amazon sellers are not capable of.
You can blast discounted promotions to your email list, get low-cost conversions with custom & lookalike audiences in Facebook Ads, and build an email drip sequence to generate reviews.
Doing these things will help your Amazon listings gain a lot of initial steam, so you can take advantage of the hordes of customers shopping on Amazon and grow your business in a big way.
As a friend of influence.co, you can take advantage of the special discount offer with LandingCube.
Try out the software free for 30 days, and if you decide to stay on you’ll get a 30% lifetime discount on any subscription.
Go here to learn more, sign-up for LandingCube and boost your Amazon sales with external traffic.
Thomas Pruchinski – Head of Marketing, Growth and Partnerships at LandingCube