New Year, New Amazon Game Plan

The start of the New Year is a great time to target potential customers in your product category niche and to get your Q1 account resolutions in order. If you’re at a loss regarding where to start, here are a few ad strategies and account health tips we recommend.

CATALOG HOUSECLEANING

Organize ASINs & Find Top Sellers: Clean up ASIN variations, identify top sellers, and prioritize updates for underperforming PDPs. Give customers a logical journey through your brand, and make sure that your product groupings, both on your listing pages and your storefront, make sense for the folks who may be looking for them.??

Boost Sluggish Items: Keep coupons and promotions going to nudge slow-moving inventory or high-traffic, low-conversion-rate products. New Year promotions are perfect for attracting budget-conscious shoppers who may gravitate toward the deals you’re still offering after the holidays when competitors may have stopped.

MASTER YOUR CATEGORY

Know Your Environment: Become incredibly familiar with Amazon compliance regulations, audience niches, and product category competitors to keep your listings up and eyes on them. Research top category competitors and analyze their winning keywords to pair with winning ad strategies. Ad strategies could involve retargeting niche audiences who have seen your ad in peak shopping/advertising season, advertising on high-value keywords, and utilizing audience insights to target specific customer segments based on their purchasing history, interests, and behavior on Amazon.?

High Visual Standards: Ensure your product imagery meets Amazon standards for your category and resonates with your target audience. Pictures can sell more than anything, and planning to complete high-quality photography or optimized graphic layouts during Q1 will set you up for the rest of the year.

PLAN THE REST OF THE YEAR NOW

Plot Product Launches & Refreshes: Map out any new releases for the year and get any new content creation rolling early. This prevents a Q4 mad dash and smooths your selling season. It also ensures that you’ll complete content optimizations so your content will be ready to be seen throughout the rest of the year.

Know Your Seasons: Mine your data to understand how sales fluctuate throughout the year, including seasonal or holiday trends, and tailor your ad strategies to reflect them. Try bundling products in Sponsored Products ads or leveraging Sponsored Brands and Display campaigns for sophisticated cross-promotions to capitalize on organic traffic times you’ve found from the year before.

DIVE DEEPLY INTO YOUR ADS DATA

Target Strategically: Analyze your historical data to identify the most effective ad placements for each product. Optimize ad placements by analyzing holiday-season performance, then shift spending toward the most effective spots for each product, like top of search or detail pages.

Retarget Beyond Amazon: Leverage Sponsored Display ads to reach customers who saw your ads during peak season. Remind them of your products on other websites and apps to reach out beyond the Amazon search results. You may even discover new audiences that you overlooked from previous high-traffic seasons.

Whether these strategies are friendly reminders or new perspectives, let the coming year be a testament to your resilience and adaptability in the ever-evolving Amazon landscape over the previous year. Remember, with every challenge comes an opportunity to dominate. Own your niche, conquer your category, and get Q1 off to a great start.

AMAZON NEWS AND NOTES?

• SAY HELLO AT CES JANUARY 9–11 Our team will be at the CES global tech conference in Las Vegas from January 9 to 11! We’re always happy to meet other innovators in the technology space to chat about expertise and support opportunities. Reach out to Dave Vermeulen, our director of DSP, if you’d like to meet up!?
• ?USEFUL AMAZON FACTS Ever wonder if you’re in the right marketplace? According to estimates on Statista, Amazon claimed the top market share in the United States in 2023 among leading retail e-commerce companies, capturing 37.6% of the market.?
• DSP, AMC, AND SPONSORED ADS WEBINAR JANUARY 24 Join Dave Vermeulen, director of DSP, and Brad Saksons, director of business development, on January 24 for a webinar on the latest in DSP, AMC, and Sponsored Ads strategies on Amazon. Follow our LinkedIn for upcoming details!?