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Amazon Arrives in Australia

November 23, 2017
A wooden bridge that leads into the amazon jungle.

It’s here. Amazon’s landed in Australia.

 

Amazon Logo

The 23rd of November 2017, at 2pm:

For every retailer, this will be a moment to remember.

But whether it’s a day of celebration or commiseration is up to how you handle it.

 

It’s a well-publicised message: Amazon gives consumers what they want while undercutting retailers. Standalone retailers often find it near impossible to compete in Amazon’s ruthless price war.

 

But think about it this way…

Google is the search giant. So you have to work out ways to work with them, or at least consider them when you’re building out your marketing plan. Thus, search engine marketing was born.

 

The same is true of Amazon.

You’ve got to either work on optimising your Amazon presence, or you’ve got to carefully consider how you approach having them as a competitor.

Strategies for working with Amazon are actually reminiscent of earlier search optimisation strategies. Amazon is a search engine of sorts, with an algorithm. As such, it works off keywords. Keyword stuffing is becoming visible across the platform – the same thing that would get you penalised on Google. So it’s probably not a long-term strategy…

 

Amazon Optimisation 101

Positive reviews are overwhelmingly considered by Amazon marketing experts to be one of the best ways to get sales. it could be because of Amazon’s algorithm – placing well-rated products first in search results. Or it could be that customers need reassurance that a product they can’t touch is what it says it is (it’s both).
An easy way to boost reviews is to send out an email sequence post-delivery that asks customers to post one.

Detailed product descriptions – as always – are another way to reassure customers and gain a bit more keyword traction. Even from these simple examples, you can see that selling on Amazon in itself is not a strategy. It needs to be part of a broader digital strategy – and that should involve email marketing and search optimisation as a bare minimum.

 

Takeaway message

The game may have changed, but many of the rules will look familiar. Amazon could be a new and profitable partnership.

 

Dando is already upskilling

…Because it would be completely out of character not to. To be able to tackle this new phenomenon, Amazon expertise is becoming standard across our marketing team. If you’re selling online, and you want to be part of an Australian first, it’s time to talk.

 

The right marketing advice has never been more crucial.

 

Talk to us

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