Amazon has quickly become the online go-to destination for beauty and makeup products, with thousands of brands competing for your attention in one giant marketplace. Behind the scenes, these brands use a variety of clever marketing strategies to encourage you to make a purchase. If you know what to look for, you can use these to your advantage to bag the best bargains.
So, here’s a quick guide to help you understanding how Amazon’s marketing works. It will give you a topline insight into what’s going on, but will also help you shop smarter.
Getting seen: Sponsored Products and Brands
One of Amazon’s main marketing tools involves Sponsored Products and Sponsored Brands. Essentially, brands pay extra to have their products appear at the top of your search results or in prominent spots while you browse. Think of it as a window display in a high-street shop. But remember, brands have paid for that placement. Just because something pops up first doesn’t necessarily mean it’s the best value or quality. So, it’s always worth taking a moment to look beyond the top listings.
Cracking the code: Amazon’s A9 algorithm
Amazon’s product ranking system, known as the A9 algorithm, decides which products you see first. It considers things like customer reviews, how often people click on or buy a product, and how well the product matches your search. Brands work hard to make their listings stand out, from using specific keywords to uploading professional photos.
As a shopper, you can turn this to your advantage. By using more detailed and specific search terms, you’re more likely to find products that actually match what you’re after, rather than just the ones being heavily promoted. So take a moment yo think about the terms you’re using to search for products.
What reviews really tell you
Customer reviews are one of Amazon’s most powerful features. Brands often encourage happy customers to leave positive feedback to boost their ratings. But to get a balanced view, you should read a mix of reviews – good and bad. And it’s worth looking out for comments from people with similar skin types or needs to yours, as that’s often more helpful than just looking at the number of stars a product has been awarded.
Spotting a bargain: lightning deals and promotions
Amazon’s Lightning Deals and special promotions are brilliant ways to save on beauty buys. These limited-time offers often feature big discounts on popular products, but they don’t hang around for long. To stay in the loop, it’s a good idea to regularly check the Today’s Deals section or sign up for Amazon’s email alerts so you don’t miss out.
Save on repeat buys: Subscribe & Save
If you regularly use certain beauty products, moisturisers, cleansers, or makeup staples for example, Amazon’s Subscribe & Save programme can be a real win. You’ll get a discount, free delivery, and automatic top-ups, so you never run out of your favourites. It’s also a clever way for brands to secure loyal customers, but the savings for shoppers are genuine.
Shopping with a savvy mindset
Knowing a bit about how Amazon works can really change the way you shop. Instead of just clicking on the first product you see, take a closer look at what’s behind the listing. Use reviews, be strategic with search terms, keep a lookout for genuine deals and make the most of subscription options.
Author Bio
Melody are an Amazon advertising agency dedicated to helping buyers and sellers alike navigate the online marketplace through strategic guidance, account management, PPC advertising, compelling content, and expert advice.
