AmafestUK - Amazon Sellers Conference | Five tactics to help you boost your advertising potential

Diving into paid advertising opportunities on Amazon, you will come away with five key tactics to improve your performance. As an ever-evolving platform, it’s crucial to stay on top of the latest trends and best-practices to drive optimal results.

1. Charlotte Westlake
[email protected]
01326 702272

Five tactics to help you boost
your advertising potential

2. Hi, I’m Charlotte ??????
I’m the Paid Media Manager at Peaky Digital.

Based in sunny Cornwall, I oversee all PPC and Paid
Social strategies, campaign builds and ongoing
management across Google, Microsoft, Amazon, Meta,
Tiktok and Linkedin.

After graduating from Falmouth University with a Degree in
Creative Advertising I went on to work across a range of Digital
Marketing channels at Peaky Digital before I specialised in Paid
Media.

I also have a cockapoo called Reggie who makes regular
appearances in the office ??????
Introductions

3. Five tactics to
help you boost
your advertising
potential

4. Events

5. Consumers spent 14.2 billion during the
Prime Day event, an 11% jump from last
year’s 12.7 billion.

Adobe Analytics

6. TIP ONE :
Don’t rely on Prime Day -
utilise smaller events.

7. Utilise smaller events
No doubt that prime day is big, and you need
to be involved, but it comes at a cost.



Week before Prime Day
Prime Day
Week after Prime Day

8. Utilise smaller events
Smaller events are often more fruitful with lower
competition and higher ROI.



Week before Bank Holiday
Bank Holiday

9. Remember: Amazon will penalise you if
you go out of stock! Make sure you’re
forecasting stock levels - and for
busier dates plan to send in your
products earlier.

10. Don’t like Black Friday?
It’s still important to take part in deals
so that you get the sales velocity and
springboard into the Christmas period!

11. Start early with Christmas:
Nearly a third of Christmas shoppers
start in July-October.

Gartner

12. Overall Strategy
Consideration

13. TIP TWO :
Don’t view Amazon in silo

14. Overall Strategy Consideration
Don’t view Amazon in silo, consider it as part of an overarching strategy

EMAILS
LINK USERS TO YOUR AMAZON STORE
AS WELL AS YOUR WEBSITE.

SOCIAL MEDIA
LINK AMAZON IN BIO, PROMOTE SPECIAL
OFFERS & AMAZON EXCLUSIVES.

LEARN FROM AMAZON
TAKE LEARNINGS FROM AMAZON AND
APPLY THEM TO YOUR OVERARCHING
DIGITAL STRATEGY

SEO
IMPLEMENTING SEO ON YOUR WEBSITE?
REMEMBER AMAZON.

15. A+ Content

16. Amazon A+ Content increases sales by
an average of 5%. With some agencies
reporting as much as a 30% increase.

Amazon

17. TIP THREE :
Spend the time generating A+ content.

18. Benefits of A+
Higher Conversion
Rates
According to a study by
Amazon, the average
conversion rate increase
when utilizing an A+ Content
description is 5.6%.
1
Consistent Brand
Experience
Add legitimacy to your
brand with a consistent
brand experience across
your website, Amazon store
and product listings.


2
Better Ad Returns
Pair any deals, promotions
and events that you’re
running with the A+ content
on your listings to enhance
ad returns.


3

19. A+ Content Isn’t Indexed
A+ Content isn't indexed by Amazon in the
same way that ordinary product
descriptions are.

HOWEVER
Some sources say that Amazon
indexes the keywords in alt texts in the
A+ Content.

20. Pricing

21. TIP FOUR :
Align your pricing with all channels

22. Pricing
Maintain pricing consistency across all platforms and take
into account how your prices compare to those on your own
website or other retailers.

Set up exclusive Amazon-only offers such as bundles or
limited editions, ensuring the product isn’t available in the exact
same format on your website. This prevents undercutting your
brand's pricing outside of Amazon.

23. Q4 Delivery Dates

24. TIP FIVE :
Utilise Amazon prime & the later
delivery dates

25. Q4 Delivery
In 2023, the last day to order time for Christmas using
Amazon Prime was December 22nd (two day shipping).
Some items were available for next-day delivery on
December 23.
Amazon offers an additional week for delivery on
standard delivery services.
> Utilise the extra time available and direct site users
> Promote on socials
> Send an email letting people know it’s not too late, they
should just shop through Amazon instead

26. Summary

27. Don’t rely on Prime Day and other big events
Utilise the smaller events more often.
1
To summarise
Don’t view Amazon in silo
Consider it as part of your wider strategy.
2
Spend the time generating A+ content
Increase your conversion rate and ensure brand consistency.
3
Align your pricing
Maintain pricing consistency and create Amazon only bundles, exclusives & ranges.
4
Utilise Amazon Prime’s later delivery dates
Direct site visitors to Amazon for maximum Q4 purchases.
5

28. Charlotte Westlake
[email protected]
01326 702272

Five tactics to help you boost
your advertising potential