E-commerce and marketing are constantly evolving, and Amazon is no exception. In this article, we'll explore some of the future trends in Amazon marketing and how to prepare to make the most of these opportunities. By staying on top of these trends and adapting your marketing strategy accordingly, you will be better positioned to drive growth and success in your Amazon business.
Connecting authentically with consumers
Changes in consumer priorities
As Claire Paull of Amazon Ads describes in her speech at the annual unBoxed conference, consumers have experienced significant shifts in their priorities and lifestyles in recent years. Brands that connect authentically with their customers and address important issues such as sustainability, diversity, equity and inclusion are more likely to win consumers' loyalty and business.
Taking a stand on social issues
According to a study from Environics Research and Amazon Ads, 68% of consumers in Mexico, Europe, Canada and the United States say they are more likely to buy from a brand that is willing to take a stand on social issues. This makes it even more important for brands to understand the issues that matter to customers and address them in an authentic way.
Maximising advertising spend
Efficiency in advertising investment
As mentioned in these articlesAs consumers and advertisers alike are increasingly concerned about their budgets and are looking for ways to invest more efficiently in advertising. Brands will look for ways to maximise the return on their advertising spend and will back these decisions with measurable information.
Amazon Ads Solutions
Amazon Ads strives to find efficient ways to reach, buy and measure through solutions that help brands understand the full impact of their investment. For example, in advertising for Connected TVIn comparison to display-only campaigns, campaigns that combine display and video on average record a 320% increase in product detail page views and a 150% increase in purchase rate compared to display-only campaigns.
Innovation in traffic generation
SEO on Amazon
Search engine optimisation (SEO) on Amazon is essential to achieve organic growth in traffic and sales. This involves thorough research, setting target keywords and adjusting the product listing content accordingly. Optimising elements such as the product listing title, seller name, Amazon backend keywords, your brand field and product description and bullets can significantly improve your ranking in Amazon search results.
Microinfluencer marketing
Microinfluencer marketing is gaining popularity as an effective and cost-efficient way to promote products on popular platforms such as YouTube, Twitter, Instagram and TikTok. Micro-influencers can deliver increased engagement and loyalty from their followers, often at a fraction of the cost of macro-influencers. In addition, collaborating with micro-influencers can lead to long-term, mutually beneficial brand ambassador relationships.
Adoption of automation and artificial intelligence (AI)
Automation at Amazon
Automation is a major trend in e-commerce, including Amazon. While Amazon FBA (Fulfillment by Amazon) already offers a high degree of automation in areas such as inventory management and customer service, there are additional opportunities to leverage automation technology and artificial intelligence (AI) in other areas of your Amazon business.
AI applications
Artificial intelligence can be used to optimise pricing strategy, handle basic customer support queries, analyse the performance of your competitors and more. Some AI-powered tools available to Amazon sellers include Splitly y Feedvisorwhich offer solutions to automatically adjust prices, track keyword rankings and optimise the advertising budget.
Focus on sustainability
Consumer preferences
Sustainability is a growing trend among consumers, and more and more online shoppers are looking to buy only from environmentally friendly and sustainability-oriented retailers. Brands that adopt sustainable practices in aspects such as packaging, manufacturing and operations can appeal to this fast-growing demographic.
Implementation of sustainable practices
Brands can adopt sustainable practices by using eco-friendly materials in the construction and packaging of their products, committing to ethical sourcing and developing their marketing strategy around sustainability keywords. In addition to attracting more customers, these practices are also beneficial for the environment.
Personalisation and customer experience
AI in the customer experience
Artificial intelligence can also play a role in improving the customer experience on Amazon. AI is currently used by Amazon to provide personalised product recommendations, and sellers can leverage these capabilities to offer more personalised and engaging experiences to their customers.
Improving customer interaction
By offering personalised and engaging experiences, brands can improve customer interaction and foster long-term loyalty. This includes tailoring product listing content to individual customer preferences and needs, as well as providing exceptional customer service.
Expansion into new markets
International opportunities
As e-commerce continues to grow globally, brands have the opportunity to expand into new markets and take advantage of trends in different regions. Amazon offers sellers the ability to sell in multiple countries and regions, allowing brands to reach new customers and increase sales.
Adaptation to regional preferences
When expanding into new markets, it is important to adapt your marketing strategy and products to the specific preferences and needs of each region. This may include adjusting the content of the product list to address local issues and concerns, as well as adapting advertising and promotional strategies to the trends and behaviours of consumers in each market.
Innovation in delivery and logistics
Amazon Prime and fast delivery
Fast and efficient delivery is increasingly important to consumers, and Amazon has led the way in this regard with services such as Amazon Prime. Brands need to keep an eye on innovations in delivery and logistics, and adapt to customer expectations in terms of speed and convenience.
Sustainable logistics solutions
In addition to speed and efficiency, sustainability in delivery and logistics is also a growing trend. Brands can adopt sustainable logistics practices by using environmentally friendly materials and packaging methods, reducing the carbon footprint of their operations and looking for greener transport solutions.
Omni-channel integration
Competitive advantage
Omni-channel integration, which combines online sales with in-store and other channels, can give brands a competitive advantage. By providing a consistent and seamless shopping experience across all channels, brands can improve customer satisfaction and loyalty.
Omni-channel marketing strategies
Brands can adopt omni-channel marketing strategies by coordinating their advertising and promotional efforts across all channels, both online and offline. This includes using analytics and measurement tools to track campaign performance across all channels and adjust strategies accordingly.
The adoption of emerging technologies
Virtual and augmented reality
Emerging technologies such as virtual reality (VR) and augmented reality (AR) offer new opportunities to enhance customer experience and interaction with products. Brands can explore ways to incorporate these technologies into their product offerings and marketing strategies to deliver more immersive and engaging customer experiences.
Voice search
Voice search is another emerging trend that may change the way consumers interact with brands and find products online. Brands need to be aware of innovations in voice search and adapt their SEO and marketing strategies accordingly to stay competitive in this evolving space.
In summary, future trends in Amazon marketing present numerous opportunities for brands that are willing to adapt and evolve. By staying on top of these trends and adjusting your marketing strategy accordingly, you will be in a strong position to make the most of these opportunities and stay ahead in the competitive world of e-commerce.
English (UK) 
Español