A Comprehensive Dos and Don’ts Guide on Amazon Product Promotions
The Amazon search engine is similar to Google in many ways. But, keep in mind that the two search engines are completely different beasts. They focus on different performance indicators. Google is a universal search engine. It’s what people use to look for any type of information or to find a product they’re interested in. Amazon, on the other hand, is a product search engine. It’s what people use when they’re already at the lower end of the sales funnel and ready to purchase a particular product. This is why Amazon’s A9 algorithm puts weight on purchase behavior and sales velocity. The better your sales numbers are, the more visible your product page is in the Amazon search engine result page (or SERP). Because the A9 algorithm puts so much weight on sales velocity, a lot of Amazon sellers manipulate their sales rank by engaging in unacceptable promotions and marketing practices. But, these unethical strategies can get your seller account suspended and you can end up losing your Amazon business.
Amazon Review Discount and Other Product Promotions Strategies to Avoid
Any form of sales rank manipulation can reduce the credibility of the Amazon platform. This could push online shoppers to take their business elsewhere. This is why the retail giant is always on the lookout for sellers who are engaging in unethical promotional and marketing practices.
To avoid getting your account suspended, you should observe these rules:
1. Avoid giving away discounts in exchange for positive reviews.
Reviews are useful because they help shoppers make sound and informed purchasing decisions. But, more than that, they also help sellers increase their credibility, sales rankings, and conversion rates.
When your good reviews convert to sales, it can lead to improved SERP visibility and it can help you win the buy box game.
It’s sometimes tempting to use creative ways to get good reviews. Some sellers pretend to be customers and post good reviews on their product detail pages. This practice often goes unnoticed. But, if you’re caught, you could get suspended and could lose some of your forecasted revenues.
Some sellers also offer discounts and free stuff in exchange for positive reviews. To avoid getting into trouble, you should avoid the following practices:
✔ Posting a positive review of your product.
✔ Writing a negative review of your competitor’s product.
✔ Asking your employee or relatives to post positive reviews of your product.
✔ Giving discounts or free products in exchange for positive reviews.
Does this mean that you’re not allowed to use Amazon review trader sites? Does this mean that you can’t give out discounts or free stuff? The answer is no. You can give away coupons, discounts, and free products, as long as you don’t compel your customers to give you a favorable review.
2. Don’t hand out more than a hundred coupon codes during the promotion period.
You should also be careful in handing out coupon codes to your customers. There’s no “magic number” for how many coupons you can hand out during promotions. But, according to seller suspension experts, you should only offer a few dozen coupons. Avoid handing out more than a hundred coupons to keep Amazon from suspecting that you are manipulating your sales rank.
Keep in mind that you can still do promotions, but just don’t give out too many free products or coupon codes. To be safe, don’t give out more than 10 coupons a day to avoid sudden sales spikes.
3. Do not place orders for your own products.
Best Seller Rank (BSR) measures the popularity of a product. It is a tool that the retail giant uses to recommend high-demand products to its customer base. But, like most metrics, BSR can be manipulated. A lot of sellers order their own products to boost their BSR. This unethical strategy is called “sock puppeting”.
Amazon takes sock puppeting seriously, so you have to avoid this practice at all cost. You should also avoid soliciting fraudulent orders, especially from your friends, employees, or family members. Amazon started to prohibit incentivized reviews in 2016, so you can’t pay someone to give you a positive review. You can’t pay someone to purchase your product to boost your sales rank.
4. Do not place your best seller rank in the product detail page.
Remember that your BSR changes every three hours. You can’t stay #1 in your product category forever. It’s hard to accurately assess your product’s popularity at any given time. This is why placing your ranking in your product detail page is considered as a manipulative tactic.
Promotions for Amazon: Best Product Promotions Practices That You Can Use to Increase Your Sales Rank and Win the Buy Box Game
As previously mentioned, you can still hand out promotional coupons to drive sales, improve your BSR, and increase your search visibility score. But, you have to do this with caution. You have to be careful not to violate Amazon’s rules and regulations.
Here’s a list of legal ways that you can boost your sales ranking and improve your visibility in the Amazon search results page:
1. Give a few discount codes a day.
Amazon can get suspicious if your sales numbers increase drastically. This is why it’s ideal to give only 10 or less discount codes per day.
2. Offer great customer service.
This strategy is not really something new, but it works. If you take care of your customers, they will keep buying stuff from you. They will leave good reviews and recommend your products to their family and friends.
Here are a few tips that you can use to improve your Amazon business’ customer service and increase client satisfaction:
✔ Always thank your customers for contacting you. Let them know that you’re committed to handling their concerns. Be enthusiastic and use positive words. Avoid using the words “never”, “can’t”, and “don’t”.
✔ Show empathy and let customers know that you understand their concerns. Let them know that you know where they’re coming from. Compassion and sincerity can go a long way.
✔ Streamline your customer service process. If you have a customer service team, make sure that they’re equipped with the skills needed to solve certain problems and create positive interactions with your customers.
✔ Automate whatever you can. This can save you a lot of time and can increase your efficiency. This could lead to increased customer satisfaction, good reviews, and improved sales ranking.
3. Think big.
To achieve massive success as an online entrepreneur, you should think beyond Amazon. Use social media campaigns to increase your brand equity and drive traffic to your Amazon page. You can also launch local events and get your products featured on mainstream press or popular blogs.
You can also hire an influencer to endorse your product.
You can also drive hundreds (if not thousands) of people per month to your Amazon page just by building a strong presence in Facebook groups, online communities, and niche forums.
If you’re selling yoga mats, create a Facebook group for yogis and health buffs. This can help you drive traffic to your Amazon store and create a strong customer base.
4. Optimize your product detail page.
One of the best ways to increase your Amazon search engine visibility is to optimize your product detail pages. You must place relevant and high-traffic keywords strategically in your product title and description.
You should also put a lot of effort in writing your product description. Make sure that it’s both detailed and unique. Don’t just list down the features. You must illustrate how your product can solve certain problems and make your customers’ lives easier.
It’s also a good idea to take advantage of the enhanced brand content feature. EBC allows you to create rich content and tell your brand’s story. You can post more photos. You can even post product videos, which can potentially increase your conversion rate and BSR.
Keep in mind that sales rank is not the only thing that the A9 algorithm considers when ranking a product. It also puts weight on other factors, such as customer reviews, answered questions, image quality, price, bounce rate, image size, and product listing completeness.
Final Thoughts on Amazon Seller Promotions
In the last few years, Amazon has banned thousands of sellers, including those who are making millions of dollars per year.
Engaging in unethical promotional activities may be tempting because of quick rewards. But, using black hat marketing tactics can destroy everything you built. You should not gamble your business’ future in exchange for short-term success and few sales.
Just because a lot of sellers are breaking the rules doesn’t mean that you should, too. There are many legal ways to increase your sales velocity, search engine visibility, and best seller rank.
We could help you with your Amazon product promotions. We offer business solutions that can accelerate your business growth and achieve long-term success in the Amazon ecosystem. Talk to us!