What is Amazon’s marketing strategy?

BluCactus UK - What is Amazon's marketing strategy? - Buying a product

What is Amazon’s marketing strategy in the UK? Amazon has become much more than a Marketplace platform. In addition to being a leader in the eCommerce market, it is considered one of the best online sales sites in the world. But this has a reason, and it is their marketing strategy. Like Amazon, online businesses in the UK can count on a marketing plan to make themselves known and connect with their target audience.


Let’s see what Amazon’s marketing strategy consists of.


What is Amazon’s strategy?


BluCactus UK - What is Amazon's marketing strategy? - Buying a product on amazonAmazon relies on its 4p marketing mix.


It is a marketing strategy that has had a lot of impact and is an example for many large and small organizations. Therefore, any company that wants to be part of the digital business can use this electronic sales giant as a reference.


This growth has allowed Amazon to create umbrella brands like Amazon Music Unlimited.


To do this, it uses several strategies. Some are focused on traditional marketing and are part of the digital marketing strategy. However, these cover other advertising formats.


What are the basic principles of Amazon’s strategy?


BluCactus UK - What is Amazon's marketing strategy? - Buying online in amazonThese are the basic principles that can explain Amazon’s marketing strategy:


  • Search Engine Optimization (SEO), Amazon’s marketing strategy.


Like the companies that make a living in other sectors, Amazon also optimizes search engines, especially in Google Chrome. This allows you to keep your brand in front of many companies that have their products for sale on their e-commerce platforms and Amazon.


In this way, Amazon has the peculiarity of being able to remove end customers from other brands, keeping the commissions.



BluCactus UK - What is Amazon's marketing strategy? - Amazon building

  • Web design focused on user experience.


Amazon’s e-commerce platform is an excellent example of how a shopper can easily navigate to find the products they need. Its web design has been thought about the user experience. Which makes customers feel satisfied every time they purchase on the website.


Likewise, Amazon is concerned with making constant updates in terms of its design of the product pages. Also, it does it with the registration and category pages. But this is not all since the brand also offers its help to companies that sell their products through its platform.


The goal is that these companies can have the ideal profile to attract users’ attention and boost their sales.


BluCactus UK - What is Amazons marketing strategy? - Amazon store

  • Creation of content by the client, Amazon’s marketing strategy.


It’s worth noting that the company doesn’t create all its content as part of Amazon’s sales strategy. It can be said that much of its content is created by both sellers and buyers who use this eCommerce.


This way, sellers create their own profiles and then update the products they sell. On the buyers’ side, each of them leaves their opinion based on their experience.


They also upload photos, videos, and other types of content that allow interaction with other customers.



BluCactus UK - What is Amazons marketing strategy? - Amazon for your business

  • Email Marketing.


Email marketing or email marketing is one of the best marketing actions when the campaigns are well done. Just as it is profitable for many companies, it is for Amazon.


You have learned how to take advantage of personalized mailings to your customers who are already added to your database. The sending of emails is reserved for making recommendations based on each user’s past search, purchase experience, and review of the products.


Email marketing is also a good tool for customer loyalty. Amazon sends personalized emails to each of its customers with specific information on shipments, payment confirmation, and delivery of their products.


  • Pay Per Click (PPC) Advertising, Amazon’s marketing strategy.


Amazon’s marketplace strategy has several sources of revenue, although one of the main ones is digital advertising. You manage your advertising with your advertisers through pay-per-click advertising. In addition, the company allows many advertisers to promote their products directly on its platform. Although also these promotions are carried out on Amazon Prime and Amazon Echo.


What is the mission of the Amazon ambassadors?


BluCactus UK - What is Amazons marketing strategy? - Boxes The mission of the Amazon brand ambassadors emerged as a necessity. Becoming a good resource to avoid a crisis.


Since 2020, Amazon has used various characters as ambassadors for its advertising campaigns. And one of them was Ángel Martin, former presenter of the television program “I know what you did.” During the pandemic, he became a very viral character, and every month he recorded a video with the monthly premieres of Amazon Prime Video content.


However, at the end of last year, the company put aside its ambassador program, where the workers themselves were also paid to create content for social networks such as Twitter. This is because senior executives have felt that the scope of this program was not what they expected. However, it is essential to add that the ambassador program is usually adequate for most companies in any sector.



What is Amazon’s marketing mix like?


BluCactus UK - What is Amazons marketing strategy? - amazon mascotAs we mentioned at the beginning, Amazon has been based on the 4ps of the marketing mix, where the following factors have been highlighted:


  • Products.


Amazon products have the peculiarity of covering any sector. A consumer who buys products in this e-commerce company will notice that there are millions of products that can be selected. Many vendors from different sectors offer you clothing, beauty items, household items, toys, office supplies, and much more.


  • Price, Amazon’s marketing strategy.


Amazon’s pricing policy aims to offer the most competitive prices on the market. They can improve the competition’s offers, such as the Alibaba group and AliExpress. Likewise, neuromarketing is also part of Amazon’s promotion strategy, which is why discounts and psychological prices persuade many customers.


  • Distribution.


Amazon’s distribution has reach throughout the habitable world. The interesting thing about the matter is that no competition in the retail sector matches this e-commerce platform that is available as a web version and a mobile app. Also, the speed of its shipments for those subscribed to the Amazon Prime platform is surprising.


  • Promotion, Amazon’s marketing strategy.


Amazon promotions have been a good hook for buyers to make a purchase immediately. However, its pricing policy is not tentative because it is not an excellent strategy to maintain fixed prices throughout the year. Indeed, there are specific times when you can find many promotions and discounts on the prices of many products. Black Friday and Christmas are some of those dates.


Do you need a marketing strategy like Amazon’s?


BluCactus - Ken SchrenkThis is Amazon’s marketing strategy. It focuses on different elements of online marketing, although sometimes it does not only carry out digital campaigns and bets on television media.


In this way, the company has been building an image of its company, becoming a successful business.


If you need a marketing strategy for your business, at BluCactus, we can help you. Our team comprises specialists in email marketing, content creation, and advertising campaigns.


We can advise you and create the plan you need to make your company a successful business. You can contact us right now.


Subscribe to our newsletter to share with you the best news related to the world of digital marketing.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *