Amazon is not only the biggest online retailer in the world, it’s also one of the most innovative and changeable.
In other words, it’s always changing, and what worked for eCommerce business owners in 2020 might not work in 2021.
After all, 2020 was the Year of the Pandemic. And while the pandemic hasn’t been completely eradicated, the forecasts for 2021 suggest that changes are afoot at Amazon.
So join us as we take a look at what to look for as an Amazon store owner in 2021.
Live video has been available on Amazon as a marketing tool since 2019. But it’s in 2021 that we expect store owners to take more advantage of it.
How does it work?
Well, just like you can go live on platforms such as Instagram and Facebook, you can now do the same on Amazon. This allows you to create a more personalized experience with your customers and build a better, stronger connection.
What kind of live videos can you create?
It really depends on what you’re selling. But, for example, you can talk about new products, demonstrate how products are used, and even use live video as a chance to host a little Q&A with your customers.
There’s no doubt that private label brands have had a good run on Amazon these past few years. But that run could be about to be halted in 2021, or at least slowed down.
It all began when the U.S. Congress investigated anti-trust on Amazon in 2020. They found that Amazon vendors and sellers’s products are essentially under siege by Amazon itself, with the gigantic online retailer using sales data to create rival products. Not cool.
Right now, it’s touch and go as to what happens next. No one really knows. But rather than face up to a deluge of bad publicity, Amazon might simply decide to pivot and look for new ways to a) boost profits and b) retain customers. As such, the end result could be that private labels get dumped. We’ll see but this is definitely something that’s worth keeping an eye on.
Influencer marketing is, of course, nothing new in the world of digital marketing. But how many Amazon retailers have used it to their advantage so far?
The thing with Amazon is that traffic is everything. The more eyeballs that are on your storefront, the more money you’ll make.
The problem is that mostly everyone relies on one source of traffic – PPC. That’s fine, but if you want to stand out from the crowd, you have to get a bit more creative.
And this is where influencer marketing comes in handy.
In a nutshell, influencer marketing is when you leverage the help of an influencer to promote your products.
For example, an Amazon store that sells photography equipment might partner up with a photographer who reviews their product on their social media channels, including Instagram, YouTube and even TikTok.
To make influencer marketing work, you need to find someone who operates in your niche. You also need to find someone who has an engaged social media following (it’s not enough that they have X number of followers – instead, their followers need to be commenting and liking their posts).
It’s also a smart idea to target micro influencers. They’re easier to reach than macros, they’ll cost less and it’s highly likely that they’ve got a dedicated audience who listens to what they say. This will allow them to promote your products on their pages, before directing more traffic to your store.
Sustainability was a keyword in 2020 around the world, and it will become a keyword among Amazon sellers in 2021. Even before the pandemic, more and more customers were turning to sustainable products. After the pandemic, well, their social consciences pricked even more.
What does this mean?
Essentially, it means that consumers are on the lookout for Amazon stores and sellers that are environmentally focused. In fact, customers say that they now prioritise the planet over pricing.
How can you make your Amazon FBA store more sustainable?
You could start by reviewing your packaging. Is it eco-friendly? If not, consider swapping it for recycled plastics and cardboard.
You might also want to demonstrate to customers exactly what it is that you’re doing to help the planet. This means adopting a more sustainable brand story and committing to donating X amount of your profits to an environmental charity.
And the great thing about going sustainable is that, yes, it can help you win more customers. But it will also ensure that you’re actually doing more for our planet.
As mentioned earlier, most Amazon sellers already use PPC to drive traffic to their store.
But did you know that Amazon is actually the third biggest advertising platform in the world?
This seems to be a little known fact that’s eluded many online sellers. But in 2021, Amazon is presenting you with more advertising opportunities so that you can promote your store.
For one thing, you can now take full advantage of the Sponsored Display ad types that are now richer in features than ever before. Moreover, the complexity and non-linearity of the Amazon sales funnel is something else that sellers should double down on, as well as Amazon media.
But that’s just the start. In 2021, it’s expected that Amazon will roll out more ad creative features that are especially targeted at smaller sellers who are using 1st party data segments to catch the attention of their customers. One of these could be an ad feature within live videos.
2020 threw a massive curveball at Amazon sellers. And while 2021 promises to be more settled, there will still be changes afoot. As long as you’re ready to attack new opportunities as and when they present themselves, you can make 2021 your year on Amazon.
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