With more than 150 million Prime members worldwide and a yearly revenue that exceeds 280 billion dollars, Amazon is a vital platform for e-commerce businesses. What’s more, its huge and ubiquitous nature means that a thriving industry of third-party expert Amazon agencies has built up around it - including Amazon marketing agencies.
These marketing agencies can be a game-changer for any business that relies on Amazon - but it’s important to know what to look for when selecting one to work with. There are certain skills and qualities the ideal candidate should possess to ensure your business breaks through the online noise and reaches your target audience effectively. Here’s what to look for when recruiting Amazon marketers.
Strong Testimonials
Look for an Amazon agency or Amazon marketer with proven experience. Testimonials are a good way to assess experience and success rate. Ideally, you want to see verifiable testimonials from known brands or - at the very least - reputable sellers that you can check up with. Remember, it’s easy for agencies to claim expertise in everything from the algorithm to Vendor Central, but the proof is in results - and the way to learn about results is to check out what people who’ve worked with them say.
Understanding of Search Engine Optimization (SEO)
Amazon operates as a product search engine, akin to Google. So, a strong understanding of Search Engine Optimization (SEO) can significantly impact your products' visibility on Amazon. An ideal Amazon marketer needs to understand the fundamentals of SEO and apply this knowledge in practice by tailoring product titles, descriptions, and keyword strategies to optimize search rankings. They also need to understand how to leverage long-tail keywords, image optimization, and product reviews to make your products easily discoverable within the Amazon platform.
Knowledge of Amazon Advertising Tools
Amazon offers various advertising tools, such as Sponsored Products, Sponsored Brands, and the Amazon Demand-Side Platform (DSP), to help sellers promote their products more effectively. Look for an Amazon agency with expertise in these tools and a proven track record in using them to increase product visibility and conversions. They should understand how to implement a strategic campaign that aligns with your business goals, budget, and target audience, and be able to analyze and refine it in response to data trends.
Excellent Analytical Skills
The world of e-commerce is driven by hard data and facts, making analytical skills essential in any Amazon marketing agency or solo marketer. They should be able to gather, interpret, and utilize data and metrics from Amazon (and other sources) to inform their marketing strategies and decisions. This includes analyzing competitors, understanding customer behavior and buying patterns, and measuring campaign success and product performance. These skills will help your business adapt swiftly to market trends and customer needs, driving your brand's growth and keeping it competitive.
Strong Communication Skills
Excellent communication skills are a must-have for your Amazon marketer. It’s essential that they can clearly and efficiently communicate their strategies and plans to you and your team. They will also need to communicate effectively with customers through engaging product descriptions and swift responses to queries and complaints.
Cultural Fit
While skills and experiences are crucial parts of your decision-making process, don’t overlook the significance of a candidate’s cultural fit within your organization. Having a marketer on board who aligns with your company culture, mindset, and values will make working together a lot more enjoyable and productive for everyone.
Recruiting an Amazon marketer or marketing agency is a critical decision that can significantly affect your company's performance on the platform. When hiring, take the time to assess their agency experience, SEO and advertising skills, analytical acumen, communication skills, and overall fit within your business. These qualities will contribute to your company's successful growth in the competitive Amazon marketplace.
