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Advertising on Amazon

Amazon knows this and wants to help its sellers because ultimately, their success is Amazon’s success. For this reason, Amazon offers advertising solutions on an internal platform for sellers to take advantage of. Most of this falls under the umbrella of pay-per-click advertising, or PPC.

If you have experience with PPC, you know that the keywords you target make all the difference between a record-setting campaign and throwing money down the drain. There are a few creative ways to find the right keywords for your online business, many of which are free to access. For instance, Amazon provides sellers access to the Amazon product category tree. This is a great resource to use for keyword research if done properly. 

Do you browse here often?

Start your research by looking at the browse tree. This is the flow that consumers go through to find your product. For instance, if a consumer ended up buying a tablet made by Microsoft, they might start out by searching electronics. From there, they might navigate to laptops and tablets, ending on the specific product they ultimately buy. 

The browse tree is a fairly simple idea with unlimited potential. There are dozens of videos describing exactly how the browse tree works for those selling on Amazon. The key idea for PPC research is that Amazon assigns a node ID to each category and subcategory along the way, meaning that you can trackback each possible path a shopper could take to get to your product. Just take a look at your category’s browse tree. Download the browse tree guide of any category from seller central.


All of this data can be exported into Excel for better analysis:

Look for the patterns within potential paths to help you best assess. When grouping similar patterns together, we can gain insights into how our customers’ perceive our products. 

Shoppers do not always classify and sort the products they are buying in the same way retailers do. How many times have you gone to a brick and mortar retailer looking for a specific product in one aisle only to learn that the store stocks it somewhere else? These patterns will provide you with keyword insights that you can later refine. 

The inverse is also true. Sometimes, the classification of products influences consumer perceptions of those products. You need to be aware of how the keywords you select for both PPC and organic searching will influence consumer perceptions.

Take the classic example of non-dairy based milk. Retailers initially stocked them on the shelf next to other shelf-stable products. However, consumers resisted this classification, being wary of non-refrigerated milk products. Once the products were moved next to regular dairy milk and sold chilled, sales exploded. Again, there are a lot of moving parts here, but all of this will lend insights to our PPC keywords that we can use in manual campaigns.

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