Amazon Seller's Guide to Product Promotion : The 10 Best Strategies to Promote Your Listing & Drive Sales

Mia Kovacevic / 13 min read

''Without promotion, something terrible happens...nothing!'' 

- P. T. Barnum

The Amazon marketplace is more competitive than ever - but it’s just as profitable as it is populous. Unless you happen to launch the perfect product at the perfect moment, you’re in a fierce, never-ending competition against 2 million+ other sellers to get your listing to convert.

You’ve got to get your ideal customer’s attention, and you’ve got to maintain that traction in order for your product to be a profitable success.

But how to do that?

Whether your product is newly launched or has been on Amazon for a while, you need to promote it to maintain the sales velocity that will increase revenue and grow your ranking, leading to sustained organic sales traffic.  

Fortunately, there are tried and true ways to promote your Amazon listing, both internally and externally.

With internal promotion, we are using strategies and tools within the Amazon platform that will help increase the visibility of your listing.

External promotion means using outside channels to drive traffic to your product listings on Amazon.

A successful seller will combine both methods for maximum visibility and impact.

So, what are these promotional tricks of the trade? We’re glad you asked.

Here is your Amazon Seller's Guide to Product Promotion: The 10 Best Strategies to Promote Your Listing & Drive Sales.

These are 10 sure-fire ways to promote your listing, and keep the revenue rolling in. Let’s get ready to grow your sales.

The 10 Best Strategies to Promote Your Listing & Drive Sales

1. Optimize Your Listing



Your Product Listing is the first, and most important, piece of the promotions puzzle. Internally, sans any other promotional methods, your listing itself drives the most organic traffic.

Every part of your listing need to be perfectly optimized to help your product rank on the first page of its category.

Check your listings and be sure that:

- Keywords are SEO optimized for search, and defined correctly as primary and back-end.

- Keywords are properly placed in the title and description.

- Photos are high-quality and show the product at its best.

- The description copy is well-written, SEO optimized, and properly translated for the marketplace.

- Pricing is competitive for the niche.

- Reviews are largely positive.

A good strategy is to bring in professionals (photographers, copywriters, SEO) to upgrade your listing elements to their best potential.

It’s really important to have your listing optimized before you launch, as later changes can cause your ranking to suffer. For actionable tips on crafting a masterful ranking, check out our video.

If you find optimizing your listings challenging or simply have too many to handle yourself, JudoLaunch offers Optimize, a professional-grade listing optimization service that will increase your visibility and sales with its dedicated team of experts.

I have covered the nuts and bolts of listing optimization and more lessons from my years in Amazon business in this webinar. Check it out!

2. Product Launch

tesla-in-space-amazon-product launch-listing-promotion


A Product launch is a great way to internally promote a new or existing product on Amazon. A successful launch can drive a new product right to page one for its niche, or revive the sales velocity of an existing product.

A Product Launch, or Giveaway, is accomplished by offering a limited quantity of a discounted product for a limited time. As more customers purchase the discounted product, the increased sales are reflected in an increased ranking for the keyword.

The basic steps of a Product Launch are:

  1. Pick the right product.
  2. Analyze your competition.
  3. Optimize keywords.
  4. Optimize listing.
  5. Prepare for launch.
  6. Kickstart your sales.

We’re not going into extremely deep detail here, as much has already been said on the topic. To learn how to do a successful product launch - and what not to do - please check out our article here.

JudoLaunch also offers Launch, a full-service platform guaranteed to skyrocket your launch sales successfully across multiple Amazon marketplaces.

3. Amazon PPC



Amazon offers internal advertising options for sellers, and one of the most powerful is Amazon PPC (Pay Per Click), also known as Amazon Sponsored Products.

You see these ads in the products listed as “sponsored” at the top of an Amazon search, or at the top of product listing pages. Advertisers pay only when customers click on the product advertised.

Amazon PPC allows you to buy the space at the top of Amazon search results for your product or keyword. This is powerful and valuable real estate on Amazon.

In order to buy ads, you need a professional selling account. The ads are purchased through a bidding system. For each keyword(s) on which a seller want their product to appear, a bid is submitted. The highest bid gets the top position, the second highest the next position, and so on down.

The benefits of Amazon PPC are:

  1. Increased Organic Ranking - Extra sales generated by the PPC ads increase a product’s sales history, resulting in an increased ranking. The increased visibility also leads to increased sales leading to increased ranking. It’s a cycle of positive sales, visibility, and rank increases.
  2. Raises Up New Products - PPC is great way to boost new products in visibility and rankings. By starting them at the top, so to speak, it gets the product out in front of the niche right away. More on this in a moment…
  3. Raises Up Entire Product Lines - By running PPC campaigns for keywords where your products don’t normally have high visibility, you can increase sales across multiple products in your line. Being on that first page brings your line extra attention - and sales.
  4. Seasonal Item Sales Boosts - Running PPC campaigns for seasonal holidays (Christmas, Easter, etc) keywords is an ideal way to capitalize on the increased customers looking for holiday related items. This is effective both at the beginning of the season, when shopping is just getting started; and at the end for clearing out inventory.

At Judolaunch, we call this winning strategy a “Sticky Launch”.
This killer formula will bring you a successful product launch, and keep your sales high afterwards with a tactically designed PPC campaign that will continue to drive sales and grow your ranking after the launch period has passed.
This is an ideal strategy for launching a new product in the market, but it can work equally well for an existing product too.
To learn more about how to execute a successful “Sticky Launch”, check out this webinar and our accompanying “Sticky Launch Checklist”.

4. Win the Buy Box

The Buy Box is the box on the right that appears on the product detail page when a buyer is ready to purchase.

The Buy Box winner for any product or keyword gets the majority of the sales when the customer clicks on “Buy Now” or “Add to Cart”. Along with being number one on the first page of search for a product or keyword, this is the other top position for a seller to lock down.

Multiple sellers share the Buy Box in a rotation on given products, and often Amazon itself is one of the sellers.

Winning the Buy Box comes down to managing two elements with a variety of component parts - Eligibility and Metrics.

To be eligible to win the Buy Box on a product, you must have a professional seller account, be selling a new product that is in stock, and that product must be eligible for the Buy box. You can check this under your listing’s ASIN in Seller Central.

Amazon considers at least 13 metrics in order to determine who the Buy Box winners are. The most important of these are:

- Fulfilment Method (FBA is the best)

- Landed Price (the price + shipping and VAT {UK and EU only})

- Shipping Time (the faster, the better)

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5. Lightning Deals

A Lightning Deal is an Amazon sale, “a promotion offered in a limited quantity for a short period of time.” They are sale products available at one per customer, for a limited time or until the available stock put towards the deal is sold.

Lighting Deals are a terrific way to boost new products, clear out old stock, or simply increase your sales rank. As a bonus, Amazon will include your Lightning Deal on the “Today’s Deals” page, giving you increased organic visibility and another boost via Amazon’s scarcity sales techniques.

In order to participate in a Lightning Deal, your product sale must meet specific criteria.

These are:

- Product rated at 3.5 stars and above

- Available stock of 20+ units

- Priced at 20% off current listing price

To learn more about Lightning Deals, including how to create your own, go here.

6. Sponsored Brands (Headline Search Ads)

The other main form of paid internal Amazon advertising besides Amazon Sponsored Products are Sponsored Brands or Headline Search Ads.

These are keyword-targeted PPC ads that showcase your brand and product portfolio. These ads appear above and within search results, in highly visible placements - often a large highlighted box.

The ads featuring your brand logo, a custom headline, and up to 3 of your product listings. Sponsored Brand Ads are ideal for generating traffic to multiple listings within your brand and product line.

Like Sponsored Product Ads, these ads are pay-per-click; but unlike Sponsored Product Ads, they display multiple listings at the same time. They offer greater customization, and are a great way to bring customers to your brand’s Amazon store, which is only available to registered brands.

7. Amazon Deal Sites

Amazon Deal Sites are websites and external non-Amazon platforms where Amazon sellers can distribute coupons and deals for their products.

It’s a way to tap into the large market of bargain-hunting online shoppers by leveraging your listing and the ability of the Amazon platform to create coupons.

Benefits of promoting using deal sites include increased sales, higher visibility, increased ranking, and gaining additional reviews.

The process for using a deal site is:

  1. Decide how much to discount your listing.
  2. Decide how long the promotion will last.
  3. Go to your Seller Central account and create the promotion.
  4. Download the coupons.
  5. Go to the Deal Site(s) you are using, list your product(s), and upload the coupons

Some popular and reputable Amazon Deal Sites for promoting your listings are:

- JumpSend

- Snagshout

- Vipon

When using Deal Sites, keep in mind that you need to discount your product enough where people will want to purchase with the coupon, and give your BSR the biggest boost while at the same time creating continued profitability through ranking and sale.

Make sure whichever site you choose has a good reputation - you don’t want to have buyer complaints tanking your ranking. Track your progress via keywords and sales metrics to see if the deal site is creating real value for you.

Also, take advantage of any appropriate add-on service the site offers, like email campaigns to follow up with customers, to get the most value out of the platform you choose.

8. Build an Email List

Email marketing is still one of the most effective forms of online marketing. According to a study by the Data & Marketing Association (DMA), the average return for email marketing is $38 for every dollar invested, or an ROI of 3800%.

You’d be crazy not to take advantage of your customer data to build an email list.

An email list is the gift that keeps on giving. By promoting new and existing products through your list, you’ll increase sales and drive traffic to new launches.

Remember, your customer is a customer for life, and email marketing is your way to build a valuable relationship with your customers.

You can use your email list to grow your business by selling to them, getting them to market for you, and getting data from them. This is the way to really maximize your customer value.

Here are a few helpful tips for utilizing your email list:

  1. Run Automated Campaigns - Follow up on purchases, get reviews, get product feedback, and promote new products or sales.
  2. Give Value by Creating Lead Magnets - Creating useful - and free - content for your list is great way to build trust and show you care.
  3. Stay In Touch - Don’t let your list grow cold. Keep your customers posted with the latest and greatest, breaking news, product updates, and value bombs that will keep them coming back for more.
  4. Keep It Growing - Use your external website, social media, and other online stores to continue to add more potential customer to your list.
  5. To learn more about building your list and growing your business, check out our email list webinar and the handy hand-out for the webinar. JudoLaunch also offers an email list building and management service called Email Boom as an add-on to our Launch package.

9. Blogs

Yes, people still blog - and people still read blogs. In fact, blogs are a great source of traffic generation for your listings. Readers come to blogs to get information and solve problems - well, your product solves a problem and there’s plenty of information about it to share, right?

A blog is a great place to share all your product information, engage your actual and potential customers through the comments and guest posting, and get people familiar with your brand, if you have one.

Starting a blog for your product or brand is a no-brainer. Post reviews, updates, helpful hints, lots of glossy product photos showing your product in use, articles related to the product category, and other valuable content. There are plenty of available writers to handle the job for you.

Post relevant content regularly in order to keep giving readers value, and for Google’s algorithm to pick up the content and rank your blog higher in search.

Leverage blogs written by others to promote your product. Partner with influential bloggers to post reviews and get mentions in articles about products in your category. Try to get backlinks to your blog or Amazon listing, which will increase visibility.

Consider running promotions on your blog and also on other blogs - just be sure they are generating the kind of traffic (demographics, target audience, page views) that you need for sales.

10. Social Media

Social Media is everywhere - and it’s a great opportunity to promote your product and brand everywhere too.

Social Media presents opportunities to promote your product to a nearly unlimited audience worldwide. It’s a way to attract new customers, build trust, look professional, and drive a steady stream of traffic to your listings.

One of the best things about marketing your product on Social Media is that paid ads have a quick ROI. You can almost immediately and consistently bring in sales from your first campaign.

Right now, the best platforms for Social Media paid advertising are Facebook Ads and Instagram.

Facebook is a top performer for lead generation. Costs below $1/lead are common for email addresses, making it a great place to build you list. Ads that link right to a landing page offering a lead magnet or promotion are the way to go.

Instagram is a visual marketplace, and boasts a higher engagement rate than Facebook or Twitter. As the platform is photo and video-based, those with visually appealing products perform much better on Instagram. Instagram ads can also directly link to your product page or online store.

YouTube is another very useful platform. Connecting with YouTube influencers who review, unbox, and promote products is a cost-effective way to promote your listings by essentially buying a commercial in the form of an influencer’s video.

Other platforms to consider, depending on your product and target audience, are Pinterest, Twitter, Tumblr, and to a lesser degree LinkedIn and SnapChat.

Creating a well-rounded social media strategy that utilizes only the best platforms for your product is key to creating success. Utilize a combination of organic posts, paid ads, and influencers to drive sales to your listings from every angle.

Now you have the The 10 Best Strategies to Promote Your Listing & Drive Sales on Amazon, both internally and externally.

Carefully evaluate your product and it’s target audience, and determine what combination of these strategies will find your customers where they live.

Be sure to lay the proper foundation for each one, and have everything you need ready to go at launch time.

You now have the tools to put your product promotion into motion.

Get out there, Promote, and Drive those Amazon sales all the way to the bank!

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Picture of Mia Kovacevic

Mia Kovacevic

As a part of Remote Judo Team, Mia is traveling to a new country every three months, chasing summer and breathtaking sunsets, while sharing insights from different Amazon markets and stories of inspiring entrepreneurs she meets on the way.