7 Amazon marketing tips for eCommerce businesses
Amazon has become the largest and fastest-growing online marketplace that eCommerce businesses can't ignore. If you're selling through Amazon, there are marketing opportunities that you should take advantage of to grow your business.
Amazon's scale keeps growing. The company reported $716.9 billion in net sales in 2025, holds roughly 40% of US ecommerce market share, and third-party sellers now account for around 60% of everything sold on the platform. Amazon's advertising business alone grew 22% year over year, which tells you how much competition for attention has increased right alongside the opportunity.
Due to the sheer size of Amazon's retailing platform (and the competition you'll likely encounter), you must find ways to stand out to the consumer. Keep in mind that Amazon's listings are set up to make it easier for consumers to compare products, so you also have to position your products in a way that suits this format.
Your Amazon marketing strategy should be a well-developed plan that defines the objectives and goals of your eCommerce business on Amazon. It should detail how you'll reach your target audience and attract them to purchase from your Amazon store. Essentially, it's similar to a regular marketing strategy, just tailored to your presence on Amazon.
The following are seven Amazon marketing tips for eCommerce businesses so that you can reach your target audience, improve brand visibility, and grow your sales.
1. Identify your Amazon marketing goals
You should know what you are hoping to achieve with your eCommerce business. Of course, you want to deliver value for your customers, but what specifically are you hoping to achieve on Amazon?
Consider S.M.A.R.T. goals, which are specific, measurable, attainable, realistic, and time-bound. This can help you focus on what success truly looks like for your eCommerce business. It might help to review your current business performance for inspiration.
2. Amazon-focused SEO
To ensure that your products are easily searchable and accessible to your target audience, a well-optimized Amazon SEO is key.
Amazon's search engine prioritizes products with detailed product pages and optimized content. When optimizing the SEO of your Amazon product pages, consider the following:
| Element | What to know |
| Backend keywords | Limited to 249 bytes, not 249 characters. Special characters and accents cost more than one byte each, and going even one byte over can cause Amazon to silently ignore the entire field |
| Product titles | Just as important as headlines in general search engines. Use the most searched, relevant keywords, and write for a shopper scanning a comparison grid |
| Product descriptions | Well-written and detailed, covering specifications, configuration and how the product differs from competitors |
| Images | Clear, attractive and compliant with Amazon's image guidelines. Images showing scale, and short videos showing the product in use, both help conversion |
| FAQ section | A chance to answer every likely customer question and layer in detail beyond the main description |
In May 2026, Amazon retired the Rufus chatbot brand and folded its technology into a new assistant called Alexa for Shopping. Shoppers increasingly ask natural-language questions instead of typing short keyword searches, and the assistant reads your full listing, including reviews, Q&A and A+ content, to decide what to recommend. Write listings that plainly answer who a product is for, what problem it solves and how it compares, not just ones stuffed with keywords.
3. Amazon ads
Amazon advertising can help you reach your target audience with your product. Keep the following in mind with Amazon advertising:
| Ad type | What it is |
| PPC advertising | Pay-per-click product display ads shown among search results and throughout Amazon. Listing-level conversion rates in this range run 10 to 15% on average |
| CPC advertising | Cost-per-click display ads that show throughout Amazon as well as third-party apps and websites. These ads are customizable |
| Sponsored brand advertising | Features your logo, a headline, and up to three products from your Amazon store. Choose your top three best-selling products |
| Sponsored display | Retargets shoppers who viewed your listing but didn't buy, both on and off Amazon, and is worth testing alongside the three above |
It's imperative that you optimize your product listings before launching any type of Amazon ad. Remember that while you can drive traffic to your product listing, if it's not optimized to convince the consumer that this product is for them, you'll rarely (if ever) convert. In other words, clear and descriptive product listings will make purchasing a quick and easy decision for consumers.
4. Amazon product videos
While already briefly mentioned, product videos showing what your product is like in real life is critical to optimizing your Amazon product listing for selling.
Consider this as video marketing, where you're striving to use video to stand out from the competition and attract more customers. You can shoot product videos using either your smartphone or a professional camera. Remember, it doesn't have to be a huge production. Just make sure that the lighting is good and that you're clearly showing how your product works.
Check out our roundup of 21 video editing tools that can help. You also can hire a professional to create product videos for your eCommerce business if necessary.
5. Affiliate marketing program
Starting an affiliate marketing program can help generate significant online revenue and drive sales.
This method of marketing is about finding ways to complement and grow the business you already have by offering more value to your customers and anyone else you're reaching (especially online).
Affiliate marketing is specifically the process where an affiliate earns a commission for marketing another's products. US affiliate marketing spending is projected to exceed $12 billion in 2026, and it remains one of the more accessible ways for an eCommerce brand to extend its reach without a large upfront ad budget.
Of course, whether you're the affiliate or you recruit affiliates to promote your brand is up to you.
6. Social media posting
Outside of the Amazon marketplace, you can create and maintain an engaging social media presence to help promote your products and drive your target audience to your Amazon store.
Just remember that social media can't be entirely about selling. It's a conversation. If you're starting from scratch, the content you publish needs to both represent your brand and be helpful or entertaining to your target audience to eventually grow a following. This can take work, but a solid social media strategy can help you stay focused.
Start with one platform, whichever one you feel the most comfortable with and where your target audience mostly is, and keep it simple. You can always expand over time.
7. Creating a website (if you don't already have one)
If you don't already have a website, it's helpful to create one. When optimized, this will help you appear in larger search engines outside of Amazon to help drive potentially interested consumers your way.
In other words, don't simply rely on your Amazon store to be your entire online presence. Bridging out into social media and hosting a website can help you grow sales over time.
You can leverage your website to show customer testimonials, as well as other social proof, to grow consumer trust in your brand. A website also gives you something Amazon doesn't: a way to collect email addresses directly, so you can market to customers on your own terms instead of only reaching them when they happen to be browsing Amazon. See 6 benefits of email marketing for ecommerce businesses for how that channel complements what you're already doing on Amazon.
In conclusion
Online shopping is not the future. It's the present. By selling on Amazon, you already see the value of eCommerce, but you're not alone. The competition on Amazon is high, so you have to consider every possible digital marketing method to reach your target audience and grow your sales.
Once you're driving traffic beyond Amazon to your own website and email list, DailyStory can help you turn that traffic into lasting customer relationships with email marketing, SMS text message marketing, automation and dynamic audience segmentation. Schedule your free demo with us today.