Selling on Amazon is not what it used to be. Gone are the days when you could throw up a product, set a decent price, and watch the sales roll in. Today, it’s a battlefield. More sellers are entering the game daily, and Amazon PPC costs keep climbing. Sound familiar?
But here’s the thing: even with the rising competition and increasing costs, there’s still a way to win. In fact, some sellers are thriving. How? By working smarter—not harder. Let’s break it down. 👇
Step 1: Differentiate or Die 🔥
The quickest way to lose on Amazon? Competing on price alone. That’s a race to the bottom, and trust me, Amazon doesn’t hand out medals for being the cheapest. Instead, focus on value. Ask yourself:
✅ What makes my product unique?
✅ Does it solve a problem better than others?
✅ Can I add bonuses, better packaging, or an exclusive bundle?
💡 Example: I had a client selling a common kitchen gadget. Instead of slashing prices, we bundled it with an exclusive eBook full of recipes. That small tweak? It boosted conversions by 32% without lowering the price!
Bottom line—stand out, or prepare to get buried.
Step 2: Supercharge Your Amazon Listing ⚡
Your Amazon listing is your sales pitch. If it’s not optimized, you’re wasting money driving traffic to a page that won’t convert. Here’s your Amazon listing checklist:
📌 Use the right keywords. Tools like Helium 10 and Jungle Scout help find high-converting keywords. Use them in your title, bullet points, and backend search terms.
📌 Invest in professional images. Clear, high-quality images sell. Show your product in action with lifestyle images and infographics.
📌 Write for customers, not robots. Your bullet points should be benefit-driven, not feature-focused. Customers don’t care if your product is “made of stainless steel.” They care that it won’t rust and lasts a lifetime.
📌 Leverage reviews. Got fewer than 50 reviews? You’re in trouble. Use Amazon’s “Request a Review” button, enroll in Vine (if eligible), and ask satisfied customers to leave feedback. A well-optimized listing means more sales, which means lower PPC costs and better organic rankings.
Step 3: Make Your Amazon PPC Work Smarter 💰
Let’s talk about ads. Because let’s be real—you can’t win on Amazon without them. But with rising costs, every dollar needs to count.
✅ Audit your campaigns. Cut waste. Are you spending on keywords that aren’t converting? Add them as negative keywords.
✅ Focus on profitability, not just sales. Many sellers burn money chasing sales without checking profit margins. Keep an eye on your ACoS (Advertising Cost of Sales) and TACoS (Total Advertising Cost of Sales).
✅ Use the right ad types:
📌 Sponsored Products – Bread and butter of Amazon ads. Focus on your top sellers.
📌 Sponsored Brands – Great for brand awareness (if you have a trademark).
📌 Sponsored Display – Retarget shoppers who viewed your product but didn’t buy.
Amazon PPC isn’t “set it and forget it.” Test. Adjust. Optimize. Repeat. 🔁
Step 4: Stop Relying on Amazon Alone 🌎
Here’s a hard truth: Amazon owns your customers. If you rely 100% on Amazon for sales, you’re at their mercy. Smart sellers diversify. Here’s how:
✅ Launch your own website – Shopify, WooCommerce, or BigCommerce work great.
✅ Build an email list – Use Klaviyo to collect emails and market directly to customers.
✅ Leverage social media – TikTok, Instagram, and Facebook drive traffic to your brand.
✅ Run retargeting ads – Use Facebook and Google Ads to bring shoppers back. By owning your customer list, you’re building a business that Amazon can’t take away.
Step 5: Track Metrics and Adapt 📊
Amazon changes all the time. What worked six months ago might be outdated today. Stay ahead by tracking:
🔍 Conversion rate
🔍 ACoS (Advertising Cost of Sales)
🔍 Organic vs. paid sales
🔍 Inventory levels and Amazon fees Adapt or get left behind. Simple as that.
Final Thoughts: Outsmart, Don’t Outspend 💡
Winning on Amazon isn’t about having the lowest price or the biggest ad budget. It’s about strategy.
💡 Differentiate your product.
💡 Optimize your listings.
💡 Refine your PPC.
💡 Build a brand beyond Amazon.
💡 Track and adapt.
Q&A Section 🧐
- What are the best ways to optimize an Amazon listing?
Use high-quality images, strategic keywords, benefit-driven copy, and leverage reviews.
- How do I lower my Amazon PPC costs?
Cut wasted spend with negative keywords, focus on high-converting keywords, and optimize your listings to improve conversion rates.
- Should I sell on Amazon only?
No. Build your own website, email list, and social media presence to avoid total reliance on Amazon.
- How do I get more reviews on Amazon?
Use Amazon’s Request a Review button, enroll in Vine, and provide a stellar customer experience.
- How do I find the best keywords for Amazon SEO?
Use tools like Helium 10, Jungle Scout, or Amazon’s autocomplete to find high-converting keywords.
- What’s the best PPC strategy for Amazon?
Focus on profitability, use Sponsored Products, Sponsored Brands, and Sponsored Display ads, and optimize continuously.
- How do I drive traffic to my Amazon store from outside Amazon?
Run Facebook and Google Ads, leverage social media, and use influencer marketing.
Have questions about Amazon advertising or scaling your e-commerce success? I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.