A Guide to Amazon Vendor Tools for Product Marketing

Many of the Amazon marketing tool categories are functionally similar to products you’re probably using for the rest of your digital marketing.

Even if you already have PPC, SEO, and analytics software, you’ll want to invest in Amazon-specific tools to help you do these things well on Amazon. The e-commerce behemoth truly is its own ecosystem.

It should be noted that some of these categories overlap. You may not require five different products, each devoted to a different category of Amazon marketing functionality.

In many cases, a single product will cover two or three of these areas. However, each product will have advantages and disadvantages, so you must decide which ones make the most sense for you.

Amazon PPC Tools

If your product category is competitive on Amazon, competing in general search can be difficult. Investing in sponsored ads will get your product listing in front of more people faster.

Amazon PPC tools can help you make your sponsored ad investment go a lot further by allowing you to do better targeting and optimize your bidding for better ROI.

What to Look for in an Amazon PPC Tool

The following are some of the most important features to look for in an Amazon PPC tool:

Keyword research

Amazon PPC is powered by keywords. To know which searches you want your ads to appear for, you must first understand what people are searching for on Amazon. 

Any good Amazon PPC tool should include a simple and comprehensive keyword research tool.

Automation of bids

You must decide which keywords to target and how much to bid on for each campaign. PPC technology uses bid automation to analyze all available data and determine the best bids to maximize ROI. It can make your job easier while also improving your results.

Negative mining

To do well with Amazon PPC, you must not only know which keywords to bid on but also which ones to avoid. 

If your ads appear for irrelevant searches, or worse, if people click on them only to be disappointed, you’ll be wasting time and money. Negative mining can assist you in weeding out the bad keywords so that you can concentrate on the good.

Amazon SEO Tools

While sponsored ads can push your product to the top of the page, some customers can spot the “Sponsored” label and will scroll down to find the organic results. If your products are buried on Amazon’s page 10, they may as well not be listed at all.

However, if you can optimize your product listings to appear on the first page of search results for relevant searches (or even better, the first spot), you’ll notice a significant increase in sales.

Although Amazon SEO is technically free, investing in the right software can make your SEO efforts much easier and more effective.

What To Look For In An Amazon SEO Tool

There is some overlap in the features you’ll want from an Amazon SEO tool and a PPC tool, but some are unique to SEO. The following are the key features we recommend looking for:

Keyword Research

Keywords are just as important in SEO as they are in PPC. A good SEO tool should provide detailed information on what people are looking for.

Competitor analysis

You can learn what works for landing those top spots if you analyze the competitors who appear at the top for your target terms. Your SEO tool should assist you in identifying and analyzing your top competitors’ listings.

Rank tracking

A tool that allows you to easily see where you stand for each search term you want to rank for allows you to track the progress of your SEO efforts and determine when your optimization efforts are working and when you need to try new tactics.

Feedback Management

Customer reviews play a significant role in how people make purchasing decisions. 85% of consumers believe online reviews are as trustworthy as personal recommendations. True, reviews can make or break a business.

However, for someone selling on Amazon, the rating is one of the first things customers see, and the reviews are right on the product page.

They’re the main aspect of your listing over which you have little control, and they have a significant impact on whether or not someone decides to buy. 

Ratings can even influence whether Amazon places your listings near the top of the search results or gives them the buy box.

Feedback management tools enable you to encourage more customers to leave reviews while also making it easier to keep track of and respond to the reviews that come in.

What to Look for in a Feedback Management Tool

Good Amazon feedback management tools include at least the following two essential features:

Email follow-up automation

You have a limited amount of interaction with your Amazon customers while adhering to Amazon’s rules.

The most important thing you can do is follow up with each one, encouraging them to let you know if there is a problem with the order and to leave a review if they are satisfied.

Many feedback tools will allow you to create a personalized email for each product that will be sent automatically shortly after it is delivered.

Examine notifications

While most Amazon customers do not leave reviews, when they do, you want to know about it. 

A quick response is especially important for negative reviews. Review notifications notify you whenever a new review is published, allowing you to respond quickly if necessary.

Amazon Repricing Tools

There is a competition to be the vendor chosen when a person clicks on a product listing that has multiple sellers on Amazon. Amazon will display the best available price to customers.

So, to be the seller who wins the buy box (the one who gets the sale if the customer buys), you must consistently have your products listed at the best price.

But you can’t sit in front of your computer all day looking for changes in your competitors’ product pricing. Repricing tools detect price changes for competitor listings of the products you sell and automatically adjust your prices to compete. 

This is a valuable tool for Amazon vendors who resell products that are popular with other sellers.

What to Look for When Purchasing an Amazon Repricing Tool

There are numerous amazon repricing tools available on the market that provide essentially the same service. The two main features you should ensure your tool has are:

Excellent customization options

Being the cheapest option is not always the best option. If the competitor undercutting you has poorer reviews or is selling the product used, having a higher price may not cost you the sale.

Customization options allow you to tell the tool when it’s worth lowering the price (and how low you’re willing to go), preventing you from losing money on sales you’d have gotten anyway.

Rapid speed

This is one of the primary distinctions between products. How quickly can they register a price change and update your listings to compete? For popular products that sell quickly, a few minutes can make a significant difference in the number of sales you make.