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Inyoursights: Amazon UK Advertising Growth

Content Optimisation, Amazon Advertising, A+ Pages

Amazon now has a whopping 30% of the UK E-commerce market. Whether it’s the conveniences of next day (and in some cases even the same day) delivery or the enormous range of products available at a click on your phone, Amazon is increasingly winning shoppers. This also means there is an increased opportunity for individual small sellers to start and grow their sales.

We have worked with a West-Midlands based Amazon Seller, In Your Sights who specialise in high-quality shooting and hunting gear. 

The goal was to sell some of the product fast enabling the company to introduce the new range of products.  The challenge for us was the restrictive nature of the category for advertising. To work around this we successfully advertised only non-restrictive products and then worked on increasing sales for restricted items by working on SEO optimising content.

What did we do?

With the help of the client’s goals, we created an Amazon Growth Plan to suit the goals given to us. The plan consisted of actions to be taken each month. 

Content Optimisation  – Optimised product content, updating the title, bullet points, description and search terms.

Troubleshoot  – There were some suppressed listings which were not generating any sales and we liaised with Amazon to reinstate these ASINs. 

A + Pages – For a selection of products we created A+ pages with the additional information to help buyers make a better purchase decision.

Amazon Advertising – We created an Amazon Advertising strategy to improve the presence with targeted keywords, targeted competing products and targeting complementary products. There were 80+ campaigns created for over 150 products.

We are now working towards improving their presence on Amazon Spain and we are already seeing some good results with double the total sales and 34% of the total sales coming from advertising. We will continue to work on Amazon France and Amazon Germany going forward.

The Result?

  • Launched 80+ Adverts
  • 25% ACoS 
  • 30% of Ads Sales growth every month
  • 35% of the total sales from ads
  • 10% Total Cost of Sales

Due to a shift in our business model, we needed to sell off lots of discontinued products and consolidate our stockholding on our existing range.

Impressions are up massively and overall sales volume has increased month on month.
We are now rolling out advertising across other European marketplaces with similar results.
Daytoday has also optimised content on listings and we are working together on enhanced content for our enrolled Brands to uplift our regular plain listings.

Tim Maiden, In Your Sights

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