How To Promote Products on Amazon To Boost Visibility (2025)

Did you know that the majority of shoppers start their search for a product on Amazon?

As the internet’s most popular shopping destination, it makes sense for your ecommerce business to appear on Amazon. But how do you stand out and attract customers on competitive Amazon results pages when opportunities for promotion are limited?

By learning how to promote your products on Amazon, you can gain exposure for your brand while building a funnel of potential customers toward your ecommerce website.

Here, we share a powerful collection of Amazon seller tips that will help you promote your products and make more sales. 

9 powerful strategies to promote your Amazon products

Once you’re up and running on Amazon, it’s time to start promoting your product listings. Like any other sales channel, it’s important to try out different marketing methods, monitor results, and adjust your marketing strategy accordingly. 

Here are nine ways to promote your store and increase Amazon product sales.

1. Conduct a winning competitor analysis
2. Master the art of Amazon keyword research
3. Optimize your product listings for maximum visibility
4. Get your pricing strategy right
5. Sync your Shopify store with Amazon for seamless management
6. Generate positive reviews and build trust
7. Run effective Amazon advertising campaigns
8. Protect your brand with Amazon brand registry
9. Leverage the power of influencer marketing

Disclaimer: Amazon’s policies, programs, and algorithms (including A9 and advertising features) are subject to change. Always refer to Amazon’s official documentation and guidelines to ensure you’re following the most up-to-date practices.

1. Conduct a winning competitor analysis

The first step to promoting your products on Amazon is understanding what you’re up against.

You can learn a lot about your existing customers and competitors by studying product pages. You’re also more likely to spot new promotional opportunities by periodically reviewing competitors.

Try these simple competitor analysis methods:

Read competitor reviews for insights

Think of Amazon reviews as a town square for customer insights—a place where customers freely express their thoughts about a product. Look for patterns in both positive and negative reviews, focusing on frequently mentioned product features.

When a feature that your product shares gets rave reviews on a competitor page, make sure to highlight that feature in your product descriptions. On the other hand, if a feature is consistently criticized in competitor reviews and your product doesn’t have it, that’s a selling point. Make it clear to customers that your product excels where others fall short.

Monitor competitor page updates 

Your competitors are fine-tuning their Amazon product listings, just like you. Their pages aren’t static, so it’s a good idea to maintain a spreadsheet to track competitor updates. What exactly are they changing—is it the product content, images, or pricing?

Competitors may switch product photos to match the season, or rewrite product use cases in response to popular trends. Try to identify patterns between these changes and any shifts in popularity. This can help you decide whether you should revisit your own product pages. For instance, if you notice a competitor runs out of stock, it might be an opportune moment for you to adjust your pricing or ramp up your ads.

Research related products for cross-promotion 

Don’t forget to follow products and brands in adjacent product categories. There may be chances for co-marketing with complementary brands. For instance, a memory card brand and a camera store could mutually benefit from sharing audiences.

Even if you don’t enter into official partnerships, you may find additional opportunities to promote your products to similar audiences.

Key takeaways:

• Competitor analysis helps you understand both your competition and your customer preferences.
• Customer reviews on competitor products are a goldmine for identifying what to highlight (or avoid) in your own listings.
• Monitoring changes to competitor listings (like new images, pricing, or messaging) can reveal trends and opportunities to update your own strategy.
• Watching adjacent product categories can open up cross-promotion opportunities or highlight untapped audience segments.

2. Master the art of Amazon keyword research

Before shoppers can buy your product, they have to find it, and that starts with using the right keywords. Keyword research is the foundation of Amazon SEO. It helps you understand what your ideal customers are actually searching for so you can match your product listings to their needs.

Understand Amazon’s A9 algorithm

Before you dive into keyword lists and tools, it helps to understand how Amazon’s search engine (known as the A9 algorithm) actually works. Unlike Google’s search algorithm, which prioritizes relevance and authority, Amazon focuses on sales. Its goal is to show products that are most likely to convert.

That means the algorithm looks at things like how well your product sells, how many positive reviews it has, how competitive your pricing is, and how relevant your keywords are. 

Conduct thorough keyword research

• Start with a brainstorm. If you were searching for your product, what would you type into the search bar? Write down anything that comes to mind and include product attributes, problems it solves, materials, sizes, colors, and even who it’s for (e.g. “kids lunch box” or “gifts for dog lovers”). 
• Use Amazon’s autocomplete. Start typing keywords into Amazon’s search bar, and it will automatically suggest popular searches based on what people are actually looking for. 
• Spy on your competitors. Check out top-selling products in your category. What words do they use in their titles, bullet points, and descriptions? 
• Look at reviews and Q&As. Read through the reviews on your own listings (if you have them) or competitors’ listings. Look for common phrases customers use to describe the product or what they were searching for. 
• Organize and filter your list. Group similar keywords together and start narrowing them down. Focus on ones that are highly relevant, have clear intent, and are specific. 

Use keyword research tools

When you’re ready to go deeper, keyword research tools can make your life a whole lot easier. 

Here are a few Amazon-specific tools to try:

• Helium 10. Great for finding high-traffic keywords and spying on competitor listings.
• Jungle Scout. Offers detailed keyword insights, plus data on how keywords perform over time.
• AMZScout. Another solid tool for finding keywords with strong search volume.

These tools can help you uncover hidden opportunities and make smarter decisions about which keywords to target.

Optimize your listings with relevant keywords

Once you’ve found your keywords, it’s time to weave them into your product listings in a natural, effective way. 

Your Amazon product listing optimization process should focus on these key areas: 

• Product title. Place your most important keyword here, but keep it readable.
• Bullet points. Use this space to highlight features and benefits, naturally working in secondary keywords.
• Product description. Tell a compelling story, answer common questions, and include more long-tail keywords here.
• Backend keywords. Amazon gives you space to add extra search terms that aren’t visible to customers.

Don’t stuff your listings full of repetitive keywords. Instead, aim for clear, benefit-driven copy that just so happens to be keyword-friendly.

Key takeaways:

• Amazon’s A9 algorithm prioritizes products that are likely to convert—meaning keyword relevance, pricing, and sales history all play a role in search rankings.
• Effective keyword research starts with understanding your customers’ search behavior and identifying terms with strong intent.
• Use a mix of manual methods (like autocomplete and competitor research) and tools (like Helium 10 or Jungle Scout) to build your keyword list.
• Optimize your listings naturally by placing keywords in your title, bullet points, product description, and backend fields.

3. Optimize your product listings for maximum visibility

To make your Amazon product listings more visible in search results (on Amazon and on Google), you’ll need to get strategic with your product titles, descriptions, and images. 

Along with the keyword tips above, try these list optimization tactics:

Craft compelling product titles

Incorporate relevant keywords into your product titles and descriptions to signal that your products are relevant to customer searches. Choose keywords that are popular with your customers and accurately reflect your product’s features.

To improve search engine optimization and the chances of appearing in search results, ensure your product titles:

• Clearly describe the item to customers
• Outline any variants or specifications
• Include the brand name
• Highlight the product use case or primary benefit
• Are shorter than Amazon’s limit of 200 characters (ideally, within 80 to 100 characters for mobile optimization)

Here’s an example of a good Amazon product title for a reusable stainless steel water bottle: 

Why it works:

• Includes high-intent keywords like “leakproof” and “vacuum insulated”
• Calls out the use cases (sports, gym, travel)
• Still readable and clear, despite being keyword-rich

Showcase high-quality photos and videos

Your main product image should clearly depict the product without needing to zoom or pan. Additional images can offer different angles or lifestyle shots. Consider including an image of the product’s packaging to show ingredients and instructions.

You can use Amazon’s Manage Your Experiments tool to run A/B tests on your titles and images. The feature lets you compare two versions of a product listing with different title variations or photos to identify what resonates more with customers.

Write persuasive product descriptions

Product descriptions should be clear and informative. Use your brand voice to reiterate key selling points and mention any supporting facts that encourage immediate purchase. Keep your descriptions concise and easy to read. Remember that customers are skimming, so a 10-line-long paragraph probably won’t do the job. Instead, utilize succinct bullet points wherever it makes sense.

Keep bullet points concise and informative

Bullet points should answer key customer questions and highlight essential facts, such as:

• How a product solves a consumer need
• Why a product is the best solution for a consumer’s needs
• The range of product variants
• Additional benefits, such as a product warranty

Make sure to hit all of the key questions that customers need answered so they don’t have to scroll below the fold.

Here’s an example of a good set of bullet points for a non-stick frying pan: 

Why it works: 

• Combines features and benefits
• Incorporates relevant keywords that buy-ready shoppers might be using 
• Speaks directly to the customer’s needs

Key takeaways:

• Your product title, images, bullet points, and description all impact how visible your listing is on Amazon and beyond.
• Titles should be keyword-rich, easy to read, and include vital info like variants, brand, and product use case (without exceeding 200 characters).
• High-quality photos and lifestyle images make a strong first impression—test them using Amazon’s Manage Your Experiments tool.
• Bullet points should clearly highlight benefits, solve customer pain points, and cover essential facts at a glance.
• Descriptions should be skimmable, persuasive, and use your brand voice to reinforce value and urgency.

4. Get your pricing strategy right

Product pricing is the most direct way to gain a competitive advantage on Amazon. While you don’t necessarily need to be the cheapest product in your category, you do need to convince shoppers that you offer the best value for their money.

Bear these things in mind when developing your Amazon pricing strategy:

Automate prices to win the Featured Offer

The Featured Offer (formerly Buy Box) section is found in the top right of most product pages. It’s where customers can directly add items to their shopping carts. Sellers listing the same product can compete for this prime real estate, hoping to be selected by Amazon and shown to shoppers above competitors.

To win the Featured Offer, try using Amazon’s Automate Pricing tool to dynamically adjust your prices and remain among the best offers for your category. For example, you can set a rule to “beat the lowest Fulfilled by Amazon price by 10¢” so that you appear regularly. The tool will also alert you when prices change.

Use discounts and promotions strategically

Discount promotions are an effective way to increase your product’s visibility when you’re not ranking among the top results. When eligible, Amazon will invite you to set up limited-time deals. You can also offer coupons to highlight your products on category pages.

Mind Amazon’s Fair Pricing Policy

Amazon has a Fair Pricing Policy that encourages sellers to set reasonable prices and maintain customer trust. This policy discourages practices such as setting misleading reference prices, pricing products significantly higher than recent prices, or adding excessive shipping fees. Follow the policy and make sure your pricing strategies aren’t at the expense of your customers’ trust.

Key takeaways:

• Pricing is one of the fastest ways to stand out on Amazon, but it’s not always about being the cheapest; it’s about offering the best value.
• Winning the Featured Offer can significantly increase sales, and using Amazon’s automated pricing tool helps keep you competitive.
• Discounts and coupons can boost visibility, especially when you’re not ranking on page one.
• Always follow Amazon’s Fair Pricing Policy to avoid penalties and build trust with shoppers.

5. Sync your Shopify store with Amazon for seamless management

Shopify’s Marketplace Connect app links your online store and Amazon product pages, providing you with a broader audience and greater potential for sales.

Use the app to update product details, adjust pricing, or tweak descriptions without having to switch between platforms. You can also customize your Amazon listings in bulk. Edit product attributes in batches to better fit Amazon customers’ search habits and preferences. 

Connecting your various ecommerce sales channels through Shopify also ensures your product availability information is always up to date, reducing situations where an out-of-stock product is listed for sale on Amazon.

Using Shopify’s analytics tools, you can track which products are performing well, identify trends, and adjust your promotional and marketing strategies accordingly.

Key takeaways:

• Connecting your Shopify store to Amazon via the Marketplace Connect app helps you reach a wider audience and manage listings more efficiently.
• You can edit product details, pricing, and descriptions from one dashboard—saving time and reducing manual updates.
• Bulk listing tools let you tailor product attributes specifically for Amazon’s search behavior.
• Real-time syncing helps prevent overselling by keeping inventory levels accurate across platforms.
• Shopify’s built-in analytics give you insights into what’s working so you can fine-tune your Amazon strategy.

6. Generate positive reviews and build trust

Customer reviews are a primary online source of social proof, helping shoppers feel more confident about purchasing a product. Earning quality Amazon reviews can also influence sales on other channels, like your online store, as customers may get their first impression of you from the marketplace.

Leverage the Amazon Vine Program

The Amazon Vine Program invites experienced Amazon reviewers to test out selected products and post extensive reviews. Reviewers who have earned the title of Vine Voices request products they want to review, try them for free, then share their honest opinions.

Enrolling in Vine can increase your product’s visibility and encourage other customers to leave reviews. Check whether you’re eligible for the program.

Send effective follow-up emails

Amazon allows sellers to send post-purchase emails to customers about their orders. You can send a series of emails confirming the order and asking for feedback on the product and service.

Consider sending two emails: one to confirm receipt or shipment of the order, and another a few weeks after the customer has received their product to encourage them to post a review. Keep the tone friendly and provide an opportunity for customers to share any negative feedback privately before writing a review.

Automation tools like FeedbackFive and Seller Labs can help you automate customer emails. Larger sellers may benefit from using a CRM tool so complaints and valuable feedback aren’t missed.

Manage and respond to customer feedback

Customer feedback is one of the most powerful tools you have as an Amazon seller, not just for building trust, but for improving your products, listings, and overall customer experience.

Make sure you monitor your reviews regularly to see what customers are saying. Head to your Seller Central dashboard to view new product reviews and customer messages. 

If you qualify as a brand-registered seller, you can publicly respond to reviews by: 

• Thanking happy customers and reinforcing product benefits
• Addressing critical reviews calmly, taking responsibility where appropriate, and explaining any improvements you’ve made 

Finally, use feedback to make updates to your product, listing content, or support materials. You can even reflect common concerns in your bullet points or product description to pre-empt objections. 

Key takeaways:

• Positive reviews are powerful social proof and play a big role in boosting conversions on Amazon (as well as on your other sales channels).
• Enrolling in the Amazon Vine Program can jump-start product credibility with high-quality reviews from trusted Amazon users.
• Sending thoughtful, automated post-purchase emails can encourage happy customers to leave reviews and give unhappy ones a chance to voice concerns privately.
• Actively monitoring and responding to reviews helps build trust and shows future buyers that you’re a reliable, customer-focused brand.
• Use customer feedback to refine your listings and highlight features that matter most to your audience.

7. Run effective Amazon advertising campaigns

If organic strategies aren’t helping, try Amazon PPC advertising. Amazon’s ad platform has a variety of options for promoting your products directly to Amazon customers. Ads on desktop can appear above, alongside, or below search results, as well as on product detail pages.

Amazon ad types include Sponsored Product ads, Sponsored Brand ads, and Sponsored Display ads.

Sponsored Product ads: drive product visibility

Sponsored Products are cost-per-click ads that promote individual products on results pages and product detail pages. You can target specific search terms or allow Amazon to automatically match your product with customer searches. 

Sponsored Brand ads: build brand awareness

Sponsored Brands ads are similar to Sponsored Products but offer a way for sellers to serve richer brand content to relevant audiences. These ads can include videos or multiple products and cover the entire width of the screen.

You’ll need to be enrolled in Amazon’s Brand Registry to run Sponsored Brand ads (see the next strategy in this list).

Sponsored Display ads: reach relevant audiences

Sponsored Display campaigns reach customers on Amazon, other websites, and apps. They use rich media and contextual signals to appeal to relevant audiences rather than targeting specific keywords.

Advanced advertising strategies: optimize and scale

Once you’ve mastered the basics of running Amazon ads, you can fine-tune your targeting, cutting out what’s not working and doubling down on what is.

Here’s how to get started:

• Refine your targeting. Use Sponsored Products, Sponsored Brands, and Display ads strategically. Experiment with keyword match types (broad, phrase, exact) and consider product or category targeting to appear on competitor listings.
• Use negative keywords. Avoid wasting ad spend by excluding irrelevant search terms that aren’t converting. 
• A/B test your creatives. Test different ad copy, images, and placements to see what performs best. 
• Optimize based on data. Check your campaign reports regularly. Look at metrics like ACOS (advertising cost of sale), CTR (click-through rate), and conversion rate to understand what’s working and where to improve.
• Scale your winners. Once you’ve found high-performing keywords or campaigns, increase your budget or expand them into new match types, ad formats, or product lines.

Key takeaways:

• Amazon offers multiple ad types (Sponsored Products, Sponsored Brands, and Sponsored Display) to help you drive traffic, build awareness, and increase sales.
• Sponsored Products are great for boosting visibility and targeting specific keywords, while Sponsored Brands help you showcase multiple products or your brand story.
• Sponsored Display expands your reach beyond Amazon using audience targeting and off-site placements.
• Once your campaigns are up and running, you should refine targeting, use negative keywords, test creatives, and monitor performance metrics like ACOS and CTR.
• Scale your best-performing campaigns by increasing budgets, testing new match types, or expanding into different ad formats.

8. Protect your brand with Amazon brand registry

If you have a brand, enrolling it with Amazon’s Brand Registry gives you access to enhanced marketing tools that protect you against fraudulent use of your logo and name.

After joining the registry, you can report anyone misusing your brand, stopping problematic listings before they confuse your customers.

The brand registry also lets you manage content and photos on detail pages, so customers experience consistent, up-to-date information about your products, wherever they’re listed. You can use the dashboard to keep track of stats and understand where your brand is appearing on the platform.

Brands need a registered or pending trademark to be eligible for the Amazon Brand Registry.

Key takeaways:

• Amazon’s Brand Registry helps protect your brand from counterfeiters, copycats, and unauthorized sellers by giving you tools to monitor and report misuse.
• Enrolling gives you control over your product listings, including the ability to manage images, descriptions, and branded content across detail pages.
• You also gain access to advanced marketing features like A+ Content and Sponsored Brand ads, which can help boost visibility and conversions.
• To join, you’ll need a registered or pending trademark that matches your brand name.

9. Leverage the power of influencer marketing

Partnering with social media influencers can be a powerful way to promote your Amazon products. Influencers have built-in audiences and know how to generate views and engagement on YouTube, TikTok, and Instagram. 

Find and connect with the right influencers

Find influencers who align with your brand and have a following that matches your target audience. Identify relevant accounts by searching for hashtags and keywords—or by choosing an influencer from Shopify Collabs. Reach out to them directly, usually through a private message or email, to express your interest in collaborating.

Build mutually beneficial partnerships

In a partnership, the influencer promotes your product to their audience. In return, you might offer free products, payment, or an affiliate commission on sales made through their unique Amazon affiliate link. Make sure to discuss expectations, like how and when the product will be promoted.

Offer affiliate commissions to incentivize promotion

Even without a direct partnership, you can still benefit from social media promotion through the Amazon Affiliate Program (a.k.a. the Amazon Associates program). Bloggers, vloggers, and other kinds of influencers who meet Amazon’s eligibility criteria for the affiliate program can earn a small percentage of sales revenue by referring your customers via relevant affiliate links.

Key takeaways:

• Influencer marketing is a powerful way to promote Amazon products by tapping into the trust and reach of content creators on platforms like Instagram, YouTube, and TikTok.
• Focus on finding influencers whose content and audience align with your brand. Tools like Shopify Collabs can help streamline this process.
• Strong partnerships are built on mutual benefit, so consider offering free products, payments, or affiliate commissions in exchange for promotion.
• Even without direct partnerships, Amazon’s affiliate program allows influencers to earn commissions when they drive traffic and sales through their unique referral links.

How to promote Amazon products for more sales

Selling on Amazon Marketplace is competitive and complex to navigate. But with the right promotional strategy, you can make sure your Amazon product listings are in a better position to compete.

If in doubt, focus on meeting the basic criteria of a trustworthy Amazon seller: clear product images, factual descriptions, competitive pricing, and high-quality reviews.