Advanced Tactics to Increase Visibility on Amazon

On Amazon, many products drown in the depth of search results. And the few that get to shine claim the biggest slice of the sales pie.

It’s the harsh reality of huge marketplaces, but it doesn’t have to be your reality. Not after you read this blog post and discover the advanced tactics to increase visibility on Amazon.

If there’s one thing you should know about us, it’s that we were once in your shoes. As Amazon sellers who struggled to partner with the right affiliates in the past, we developed the Archer Affiliates network to help sellers like you get more eyeballs on their products.

If you’re eager to see results, join Archer Affiliates today and let our vetted affiliates send you the external traffic Amazon so much appreciates.

How to Get Your Product Noticed on Amazon

Your product can’t naturally stand out among thousands of others in the same category. To get it noticed and start the sales flywheel, you need to use tactics centered around:

• Optimizing Listings: Prospects read your product titles, descriptions, and bullet points, so make them compelling. Also, include relevant keywords so they rank high in your audience’s search results.
• Leveraging High-Quality Visuals: Professional, high-resolution visuals of your product from different angles demonstrate its features and benefits. They also help shoppers imagine themselves using the product.
• Maximizing Reviews: Encourage customers to leave reviews. These will make your product more credible and nudge prospects into buying.
• Using Amazon Advertising: If you execute them well, targeted ad campaigns like Sponsored Products and Sponsored Brands increase your product's visibility, traffic, and sales.
• Implementing Competitive Pricing: Monitor other sellers in your niche and offer competitive pricing to attract price-sensitive buyers.

Advanced Tactics to Increase Visibility on Amazon

The above are basic optimization techniques any seller should go through. But once you’ve laid a strong foundation with them, you can switch to more advanced strategies and gain an edge over competitors.

1. Affiliate Marketing

Amazon's algorithm favors products that attract external traffic, which it sees as a sign of high demand and relevance. As your listing receives external traffic, sales, and reviews, Amazon will push it in internal search results.

One of the easiest ways to increase external traffic is to partner with bloggers, influencers, and niche websites. Such Amazon affiliates, eager to maximize earnings, will promote your product for a commission.

Where Do You Find Amazon Affiliate Partners?

You might be tempted to stick to Amazon’s internal ecosystem, searching for influencers in a program like Creator Connections. However, diversifying your presence is an advanced tactic for increasing your visibility.

Engaging with affiliates from platforms outside of Amazon will establish your brand as independent and make you more adaptable to market changes.

At Archer Affiliates, we offer a platform for partnering with affiliates and influencers on your terms (not Amazon’s). Our system will help you automatically attribute and track sales, and we have experts ready to guide you through a smooth affiliate marketing experience.

Connect with Amazon influencers within our network today. With commissioned sales, you’ll increase your visibility and grow your Amazon business.

2. Advanced Amazon SEO Techniques

If you’d like to know how to do Amazon SEO beyond basic keyword optimization, here are some more nuanced strategies:

• Backend Keywords: Use the hidden keyword fields to include alternate spellings, regional variations, and long-tail keywords that don’t fit naturally into the visible content.
• Search Term Reports: Look at Amazon’s advertising reports and see which search terms drive the most sales. Add them to your listings for organic ranking improvement.
• Competitor Keyword Analysis: Spy your top-performing competitors to identify keyword gaps you can exploit. Use tools like Helium 10 or Jungle Scout to spot hidden opportunities.

3. A+ Content (Previously Enhanced Brand Content)

A+ Content is a tool for brand-registered sellers. It lets you design product pages in a way that stands out. Adding images, videos, text placements, and shoppable comparison tables will make your listing more attractive and:

• Increase dwell time
• Lower bounce rates
• Improve conversions

Therefore, Amazon will boost your product’s ranking within the platform.

4. Advanced Amazon Advertising Campaigns

While basic Sponsored Products ads are essential, you can explore more sophisticated ad types, such as:

• Sponsored Display Ads: These allow you to retarget customers on and off Amazon. Use them to bring back potential buyers who have shown interest in your product but haven't bought anything.
• Amazon DSP (Demand-Side Platform): If you have a larger budget, Amazon DSP gives you advanced programmatic advertising options. Try it and reach audiences on and off Amazon based on shopping behaviors, demographics, and interests.
• Video Ads: This highly engaging ad format can help you stand out in crowded search results and product pages.

5. Lightning Deals and Amazon Promotions

Use lightning deals, coupons, and promotions to create sales velocity spikes. Leverage these instruments during seasonal events or around a product launch to gain traction faster and set yourself up for long-term success.

6. Amazon's Brand Analytics

Brand Analytics is a tool that gives you, as a brand-registered seller, deep insights into brand performance and competitive analysis:

• Search Term Performance: Data on the most popular Amazon search terms and how your products rank for those terms.
• Market Basket Analysis: Information on what other products your customers also buy, helping you spot cross-selling opportunities.
• Item Comparison and Alternate Purchase Behavior: Insights into which products customers view (alongside yours) and what they end up buying instead, which can highlight your competitive positioning.
• Demographic Data: Detailed information on your customers’ demographics, such as age, income, and education level.

Map out these insights to make high-level decisions, shape your broader strategies, and clarify your competitive positioning.

What is Amazon Listing Optimization?

Listing optimization is the process of tweaking the different elements of your product listing:

• Product title
• Bullet points
• Description
• Images
• Keywords
• Backend search terms

When you optimize Amazon listings, the goal is to make them rank higher in search results and appeal to shoppers. Your listings will attract more potential buyers once they get a higher Amazon search ranking.

Amazon FBA Listing Optimization Techniques

Amazon FBA (Fulfillment by Amazon) lets you store products in Amazon's warehouses. When a customer buys from your listing, Amazon handles picking, packing, shipping, customer service, and returns. FBA offers Prime eligibility, which means fast shipping options, and drives increased visibility and sales. Here’s how to leverage all this when optimizing your list:

• Highlight Prime Eligibility: Prime members often filter their searches by Prime availability. Emphasizing this huge selling point in your listing will increase your product's visibility to a large customer base.
• Focus on Fast Shipping: FBA products are eligible for Amazon's two-day shipping through Prime. Sprinkle Amazon FBA keywords related to fast shipping in your bullet points or description to help customers who consider different sellers choose you.
• Run FBA-Specific Deals and Discounts: Use Amazon’s FBA-specific promotions, such as Prime-exclusive discounts, to attract more attention to your listing and drive sales.
• Leverage Reviews to Reflect Positive CX: While FBA handles customer service and returns, some customers might still be unhappy. Reply to all your reviews, especially fast to the negative ones, to demonstrate you care about your customers and their experience.
• Request a Review Button: FBA offers an automated “Request a Review” button. Use it to encourage more customer reviews, boost your review count, and improve your product’s credibility and ranking.

How to Advertise on Amazon and Maximize Sales

Pushing ads on Amazon maximizes your sales because the people who see it already have the intent to purchase and are easier to convert. Consumers come to Amazon to buy, and when they see your ad, they’re more likely to act on your CTA.

By strategically using Amazon ads, you can drive more sales, which, in turn, enhances your product's ranking and visibility even more.

What Are Sponsored Products on Amazon?

Sponsored Products are pay-per-click (PPC) ads that promote individual product listings. They show up directly on the Amazon SERPs and product detail pages. So, they’re highly visible to shoppers who are already looking for similar products.

With this type of ad, you increase the visibility of your listings, particularly for new or less popular products. Because you only pay when someone clicks on your ad, it's a cost-effective way to drive targeted traffic to your product pages.

How to Advertise Your Product on Amazon

Many sellers like you are using ads to get in front of Amazon shoppers. To get a good ROI instead of just flushing money down the Amazon ads river, you’ve got to:

1. Start with Keyword Research: Use tools or Amazon’s data to find high-performing keywords relevant to your products.
2. Monitor and Adjust Bids Regularly: Keep a close eye on your campaign performance instead of setting it and forgetting it. Adjust bids as needed.
3. Optimize Product Listings: Optimize your product listings (titles, descriptions, images) to maximize your ads’ effectiveness.
4. Set a Budget and Stick to It: Define a clear advertising budget and regularly review your ad spend to keep it in line with your sales goals.
5. Test and Refine: Continuously test strategies, such as targeting different keywords or adjusting ad copy, to find what drives the best results.

Before you jump into ad spending for your Amazon account optimization, let’s give you more clarity with a short recap of your ad options:

• Sponsored Products: Promote individual product listings in search results and product detail pages to drive sales for specific items.
• Sponsored Brands: Highlight your brand’s products with custom headlines and banners to increase brand visibility.
• Sponsored Display Ads: Retarget shoppers on and off Amazon who have shown interest in your product.
• Amazon DSP (Demand-Side Platform): Blast programmatic ads across the web, including video and display ads, to reach a broad audience and increase brand awareness.
• Sponsored Video Ads: Display videos in search results or product pages to engage customers with dynamic content.

Just so you know, you can do this by yourself or hire someone else who’s more knowledgeable. There are, in fact, three paths you can take from here:

• DIY Approach: Manage Amazon ads yourself using tools like Campaign Manager. This gives you full control over adjusting bids, targeting keywords, and monitoring performance.
• Using Software Tools: Automate and optimize your ad campaigns with software like Sellics, Helium 10, or Jungle Scout. These offer features for keyword research, bid automation, and performance tracking.
• Hiring an Agency: Outsource your Amazon ads to a specialized agency. Let experts handle your strategy and daily management for better results with less effort.

Frequently Asked Questions (FAQs)

Finally, here are some FAQs on how to increase your visibility on Amazon:

How Does Amazon SEO Impact Product Visibility?

Amazon SEO optimizes your listings with relevant keywords. It helps Amazon’s search algorithm understand when to display your listings based on what shoppers type in the search box. So, it improves your product’s search ranking and the chances of sales.

What is Amazon A+ Content and How Does it Affect Visibility?

If you’re a brand-registered seller, A+ Content is the tool that lets you add images, videos, detailed descriptions, and tables to your listings. It will make your pages stand out, boosting engagement and conversion rates. Once Amazon notices your positive performance metrics, it will enhance your visibility even more.

Can Amazon's Enhanced Brand Content Boost Product Visibility?

Yes! Enhanced Brand Content (EBC) is the initial name of what Amazon now calls A+ Content. This tool indirectly boosts your product visibility by reducing bounce rates and increasing conversions. EBC gets you better results, which in turn signals Amazon it should improve your product visibility.

Conclusion: How to Become More Visible on Amazon

As hard as it is to dominate your niche on Amazon, it’s well worth the effort. You can employ plenty of tactics, like listing optimization, A+ content, ad campaigns, and even opting for Amazon FBA.

But many of your competitors are trying the same things. You need a smart move to gain an edge, which isn’t always the most obvious. Take affiliate marketing, for instance - driving external traffic to your product listing increases sales and shows that your product is worth the attention. In return, Amazon boosts your visibility.

At the end of the day, all that Amazon waits to show your listings more often is proof that your products are worth the attention and generate sales. Are you ready to bring that proof?

Join Archer Affiliates and let our network drive the traffic your products deserve and Amazon expects.