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If you have listed your products on Amazon and also run a Danish webshop, it might not be immediately obvious why you should invest in Amazon optimisation and Amazon advertising. After all, Amazon is not a Danish platform, so why does it make sense for your Danish business to market itself on Amazon?
There are actually many good reasons. Firstly, Amazon is one of the world’s largest online marketplaces, which means there is significant potential for your webshop if you want to attract more customers.
There are many compelling reasons why your business should have a presence on Amazon with your marketing. As one of the world’s largest online marketplaces, selling on Amazon can help accelerate your growth.
But achieving success with Amazon marketing is not straightforward, so here you will find several useful tips for Amazon optimisation. These are designed to clarify what works and what doesn’t in Amazon marketing, as well as what you can do to boost your chances of gaining attention on Amazon.
Additionally, many Danish consumers are active on Amazon – much more than most people think. In fact, in 2015, Amazon ranked number 3 on the list of most used online shops in Denmark, accounting for 1.85% of all online sales. Amazon’s major international influence is yet another strong argument for why Amazon marketing is a good idea, particularly if you are considering expanding your sales to other countries. For example, in Germany, Amazon is the largest webshop by far, so many believe you cannot ignore Amazon if you want to enter the German market.
However, achieving success with Amazon marketing is not easy, so here you will also find a range of practical tips for Amazon optimisation, helping you understand what matters in Amazon marketing and what you can do to increase your chances of standing out on Amazon.
WeMarket is an Amazon agency that helps businesses succeed on Amazon – shall we help you too?
If you have a Danish webshop, it might not seem obvious to invest in Amazon optimisation and Amazon marketing. After all, Amazon is not a Danish platform, so why should your Danish business market itself on Amazon?
The main reason is that many Danish consumers are active on Amazon – much more than most people think. In 2015, Amazon ranked number 3 among the most used webshops in Denmark, accounting for 1.85% of all online sales.
That’s a significant share for a foreign webshop in Denmark, and this is exactly why there is great potential in Amazon optimisation and Amazon marketing.
Furthermore, Amazon’s extensive international reach is another reason why Amazon marketing makes sense, especially if you dream of expanding sales to other countries. For instance, in Germany, Amazon is the dominant online shop by a large margin, which is why many say you simply can’t avoid Amazon if you want to access the German market.
Amazon and Google are both search engines that consumers use when looking for a specific product. However, that does not mean Amazon and Google are the same, so as a webshop owner, it is crucial to understand the differences between the two.
The main distinction between Amazon and Google comes down to their algorithms. Both companies keep their algorithms secret, and their complexity means they cannot be easily deciphered.
That said, there are certain things that are clear, and which both search engines have more or less made public. As a webshop owner, you can use this knowledge to maximise your advertising results on both Amazon and Google.
At WeMarket, we help you get started with marketing through Amazon SEO and Amazon ads.
Google is primarily an external search engine, while Amazon is an internal search engine.
In short, this means you automatically appear in Amazon’s search results if you are active and sell your products on the platform, whereas on Google you must compete for attention with every other website on the internet whenever a user searches for something.
This is a relevant difference, as it highlights how consumers use the two search engines. Broadly speaking, Google is mainly used for information searches, while Amazon is used for product searches.
That does not mean you cannot sell products through Google, but the difference is that users on Amazon are more purchase-oriented than those on Google. They are simply further along in the buying process, and this distinction is crucial for how Google and Amazon drive business through their algorithms.
Google’s algorithm is extremely complex, but its business model is essentially about providing users with the most relevant results for their search queries. Factors such as bounce rate, average session duration, and the number of links from credible websites are crucial for your ranking in
When a consumer searches for something on Amazon, they are typically much further along in the buying journey than when searching on Google. A consumer searches on Amazon with the specific intent to make a purchase, which is exactly why Amazon optimisation and Amazon marketing have strong potential for your Danish webshop.
On Amazon, you can target your Amazon advertising very specifically at consumers who are ready to buy a product you stock in your webshop. This type of advertising gives you some of the best conditions for sales, and is why Amazon marketing can be even more effective than marketing through Google.
Therefore, Amazon’s algorithm is very different from Google’s. Amazon’s is much simpler, as it is designed purely to generate as many sales as possible. This makes perfect sense, since Amazon earns its revenue from selling products – either by commission from third-party sellers or from its own products.
All Danish businesses can both sell products on Amazon and advertise on the platform. However, this does not mean that every Danish webshop will benefit equally from Amazon, so it is important to consider the potential before starting with Amazon optimisation.
The big question is whether your business is suited to Amazon, or whether your time is better spent elsewhere.
It is relevant to know that 40% of sales on Amazon are actually made by regular businesses, even though Amazon’s own products still account for the majority of sales.
Among that 40%, there could be room for a webshop like yours. Competition is fierce on Amazon and it is hard work to outperform other products. However, it is possible with the right approach, and in fact, some types of webshops have a better chance of success than others.
Experience shows that these types of webshops do well on Amazon:
If your business falls into one of these categories, you have a greater chance of succeeding with Amazon marketing and Amazon optimisation.
If you sell products in your webshop that have not yet become mainstream in the country where you want to sell them, you can consider yourself a first mover.
In this situation, you will have good opportunities with Amazon marketing, but as with everything on Amazon, it is essential to set up your Amazon ads the right way.
Even as a first mover, you cannot expect success on Amazon without effort – it requires hard work to create effective ads that reach the right audience.
First and foremost, you need to conduct a thorough keyword analysis, which is absolutely necessary if you want to appear in the relevant search results among the enormous number of searches made on Amazon every day.
It is also important that the content in your Amazon PPC campaigns is relevant to those consumers who are ready to buy based on their search. In other words, your ads must capture the consumer’s interest and guide them to your webshop.
If your webshop sells unique niche products, experience shows you also have a good chance with Amazon optimisation and Amazon marketing. This could be if you produce your own special products or have your own brand, but there are no limits to which products or type of brand this could be.
Studies show that many consumers on Amazon specifically look for products that are unique – products that are not mass-produced by large manufacturers but sold by smaller niche webshops.
For this reason, small webshops also have good opportunities on Amazon, and it could prove to be great business for your webshop to reach new audiences with Amazon advertising.
Once you have determined whether there is potential for your webshop on Amazon – for example, if you sell niche products, second-hand goods or are a first mover – the next step is to identify what type of seller you are on Amazon.
While Amazon is potentially a platform for any company wanting to boost product sales, it is not necessarily the right solution for everyone. It needs to make sense for your business to have a presence on Amazon for what you can offer.
As a business, you should therefore clarify whether a presence on Amazon with Amazon marketing will support your company’s marketing strategy. Do you actually need Amazon as a new sales channel? This is a question you should ask yourself, and it can be difficult to answer, as the answer will depend on factors specific to your business.
If you have decided that Amazon optimisation and Amazon marketing are the right way forward, the next step is to determine which type of seller you want to be on Amazon. Essentially, you will choose between an FBM and an Amazon FBA solution.
If you choose an MFN solution as your sales tactic on Amazon, you will manage all your assets on Amazon yourself. This means you will have 100% control over setup, customer service, product updates, and much more – including shipping your products directly to the customer.
If you choose an Amazon FBA solution, you delegate more responsibilities to Amazon. Amazon will handle customer service, inventory management, shipping, and more, so you can focus all your time on selling your products.
There is no definitive answer as to which sales approach is best for your business on Amazon. There are advantages and disadvantages to both FBA and FBM, so you must decide for yourself which strategy suits your business best, and what type of seller you want to be.
Do you want full control? Then an Amazon FBA solution is the right choice for you. If you prefer to focus solely on boosting sales, then an Amazon FBA solution may be a better choice.
Amazon is a comprehensive platform that requires insight and experience to succeed. As an Amazon agency, we have no doubt that Amazon is the marketplace of the future – both in the UK and internationally.
As a Danish webshop owner, it is likely that you will eventually need to take Amazon seriously in the near future.
So why not get started with Amazon optimisation and Amazon marketing today, so you can give yourself and your webshop a competitive advantage?
At WeMarket, we offer businesses a benchmark report that compares their marketing efforts with their key competitors. You decide which competitors we should compare against.
We specialise in selling physical goods online and growing webshops – and now you can benefit from this expertise, even if you’re not already a client.
It’s completely free.
