Content marketing on Amazon

A Clash of the Titans

Just a few days ago, Amazon managed to close a historic day on Wall Street, surpassing Microsoft’s market value for the first time. No wonder observers and analysts started looking at the world’s most giant e-commerce corporation in terms of profit as a powerful marketing and content platform.



Amazon trumps search engines

One of the features that have made this platform increasingly attractive for companies that wish to sell on Amazon (and therefore also for consumers) is the fact that hundreds of millions of users use Amazon to start searching for a product before buying it.

Unlike other web market players like Google and Facebook, Amazon’s advertising revenue can be distributed both at the beginning and end of a classic sales funnel. Users can then switch in a few clicks from searching for information to buying things.

According to a survey conducted by Raymond James, a financial services group:

  • The percentage of users interested in buying online who start browsing directly on Amazon has grown by 14% in two years, rising from 38% in December 2014 to 52% in December 2016. This implies that more than half users who plan to shop online begin their navigation on Amazon without even going through Google.
  • Only 26% of the users interviewed start browsing on Google, a percentage that dropped by a half compared to the same survey just two years earlier, when it was 55% (December 2014 – December 2016).

Confronto Amazon vs Google

We might expect this trend to continue since Amazon is the preferred starting point of a search before making an online purchase, especially for the 18-29 age group. 62% of them start browsing directly on Amazon while only 21% use a search engine as a starting point.


What are the tools made available for those who want to sell on Amazon? How can you start building your marketing strategy for Amazon?

Build your strategy: content marketing on Amazon

Brand Stores

Amazon developed its brand store pages trying to recreate the feeling of a real store.

Sellers can show multimedia content related to their products and attractively design their brand page. They can also work on brand awareness and increase traffic thanks to social media plug-ins that allow for an easy and immediate sharing of information.

For example, this is the Samsung brand store: a combination of in-depth information sheets, product grids, videos and a set entirely dedicated to social sharing.

Samsung Brand Store

Brand building

All the tools we have mentioned so far can be used to achieve  better brand definition: beautiful images, multimedia files, in-depth content and useful information for potential buyers. However, it is essential to strategically build sponsored ads as well.

Selling ​​related products on Amazon

Users usually tend to browse for related content, but how can you make your products visible in the “related products” section of an Amazon page?

It is essential to know and use Amazon Marketing Services (AMS), an increasingly flexible package of tools that allows you to show your ad to the right person at the right time. You can target keywords, products similar to yours or your competitors’, or even interests of the users you want to involve.


To make sure your campaigns are safe and ready to go:

  •     Edit your copy: only portions of text written in upper or lowercase letters are marked (except for brand names);
  •     Add creativity to the content you produce;
  •     Be strong and determined and use clear and immediate CTAs;
  •     Do not exaggerate: do not use unverifiable statements if you do not add a source, e.g. in the landing page associated with the ad.

Content delivery via Voice Search  

Besides the more traditional tools made available by Amazon, the content of your brand can also be distributed through emerging and rapidly growing channels. An absolute must-try is the voice-controlled Echo product line using Alexa technology:

It is not by coincidence that some of the gurus of global marketing, like Neil Patel and Eric Siu, have decided to use Alexa to offer a sort of mini-podcast with advice and marketing tips. Another example is “Ask Purina”, a service that allows users to dialogue with Purina and finds answers to the most common questions asked by people who own a dog.

Amazingly enough, consider that Alexa’s “skills”, i.e. apps managed by voice commands, are now as many as 25,000 worldwide, including those with premium content, launched in December 2017 with much satisfaction by its developers.

According to a Skyword article on the growth of voice searches reporting Technavio data, the voice recognition market will be worth 601 million dollars in 2019.


Do you still wonder whether it is worth having a dedicated content marketing strategy on Amazon?