From books to shopping to streaming services and more, Amazon’s offerings encompass the daily life of consumers. Most of us are customers of Amazon in some way, whether it is through their massive online marketplace, as a Prime member or as a viewer of their content. For direct response marketers, Amazon also represents a huge revenue opportunity. However, it takes a direct response marketing team with experience to understand how to maximize it.
Marketers often struggle with implementing traditional direct response television (DRTV) formulas on Amazon due to the company’s restrictive platform.
Time-honored strategies that work well from a DRTV perspective (i.e., upsells, BOGO, discounts) may not translate quite as well when it comes to selling on Amazon.
Further, a lack of control over pricing can create issues and frustration. But, there are ways to implement marketing strategies that combat these challenges, even within the restrictions of the Amazon platform, and still generate significant ROI for your direct response product.
Tip #1: Rather than selling wholesale to Amazon Retail, use Amazon as a direct-to-consumer channel.
This enables you to control the brand and price, access insightful intelligence from the Amazon platform, and, most important, maximize revenue.
Tip #2: Take advantage of Amazon features like “Frequently bought together,” “Customers who bought this item also bought” and “Subscribe and save.”
These strategies can be used similarly to traditional DRTV strategies like upselling and BOGO.
Tip #3: Use Amazon for fulfillment as it can increase your revenue by 15% to 20%.
It is important to note, however, that you will need to physically bundle products before sending them to Amazon if you want to offer more than one product as the upsell.
Most important, DRTV campaigns can have a direct and significant impact on Amazon sales when they work together as part of a holistic direct response campaign.
At Diray, we know how Amazon selling strategies fit into an integrated media mix that maximizes ROI for our clients. Whether you are reaching your customers with TV or digital buys—or a blend of both—our tracking and measurement tools ensure your media strategies are working together to get your product in the hands of as many customers as possible.
For more information on how Diray can create an integrated direct response media campaign for your product, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.