It’s no secret that the food advertising scene is competitive. Brands spend thousands of dollars per year on marketing campaigns with the hopes of breaking through the clutter and capturing the attention of consumers. This has only become more complicated with the rise of online shopping, which many people now prefer as their primary way of purchasing groceries and household items. With a wide-reaching network and a rich suite of tools and resources, Amazon offers marketing teams the best of both worlds as they strive to capture the attention of modern shoppers.
This article explores the art of advertising food brands on Amazon — from what formats and arrangements are available to the tools and strategies that define success.
Navigating Amazon’s Retail Ecosystem
Amazon is unironically as diverse as the Amazon rainforest when it comes to advertising opportunities. The company’s ecosystem spans digital and physical spaces that factor into every aspect of consumers’ lives, from their online shopping experiences to in-person trips to the grocery store.
Back in 2017, Amazon made a 13.7 billion dollar investment by purchasing Whole Foods Market, giving them a significant presence in the grocery market. Fast forward to today and Amazon has also launched its own grocery delivery service called Amazon Fresh.
The best thing about Amazon ads for food brands is that they’re equally accessible. Everything is managed through a central platform, making it easy to navigate and optimize campaigns across different channels.
Targeting the Right Audience
Amazon’s reporting tools precisely define who engages with and purchases from brands most often. Businesses can dive deep into demographic data to understand the generational, economic and habitual traits of their customers and leverage that insight to tailor ongoing marketing efforts accordingly.
When it comes to Amazon Ad insights for food retailers specifically, granular targeting allows marketers to narrow their focus on consumers who have shown interest in a certain type of cuisine or dietary restriction. ‘Paleo’ and ‘Keto’ diets have been trending in recent years, for example, so health food brands could target those specific keywords to reach their target audience.
Ensuring Effective Amazon Food Marketing Online and Off
Gauging the success of omnichannel marketing campaigns is always difficult. In the context of Amazon’s online and in-person advertising options, it’s even more challenging. While digital PPC platforms have built-in tools for audience insights and performance monitoring, real-world stores don’t get near that same level of insight into consumers’ shopping behavior — at least not normally. Amazon is trying to change that with its new Store Analytics service.
Launched in June 2022, Store Analytics aims to provide brands with aggregated and anonymized data about the performance of their products, promotions and advertising campaigns at Amazon Go and Amazon Fresh stores across the United States. It works using a combination of Just Walk Out technology and Amazon Dash Carts to track and analyze consumer behavior in real time.
Combined with the vast amounts of online shopping data already available through Amazon.com, this paints a more complete picture of a consumer’s shopping journey across the Amazon ecosystem.
Basing Amazon Advertising Strategies for Grocers Off of Analytics
With so many means of segmenting and targeting consumers, Amazon equips brands to effectively connect with multiple markets at once. There’s no limit on the number of specific campaigns you can launch — in fact, the more, the better.
It’s recommended to create different ad creatives for each demographic and target audience, as this allows for a more personalized and effective approach. For example, an all-natural food brand may use different visuals and messaging when targeting health-conscious millennials versus families with young children.
Although it may seem like extra work, putting the time into creating focused, data-based ads now will ensure your marketing dollars are spent more efficiently down the road. Consider utilizing A/B testing to test different ad campaigns and determine which resonate best with target audiences.
Boosting Sales With Amazon Ads in Grocery Using Quality Content
Executing effective Amazon marketing for food products is easier said than done. It’s one thing to functionally get started with an advertising account and another to actually start generating a return on investment. In a space as competitive as the food and beverage industry, businesses must go beyond the status quo if they want any hope of standing out.
One of the most cost-effective ways to do this is through ad content itself. Amazon gives brands relative creative freedom when configuring product listings and promotions. Why let it go to waste?
It doesn’t take much to enhance ad content and make it more appealing to potential customers. Start by using high-quality images and videos that showcase the product in its best light. Food is a visually-driven industry, and customers are more likely to be enticed by appetizing visuals.
Another important aspect is the product description. This should not only describe what the product is but also highlight its unique selling points and benefits. Use persuasive language and focus on the value that the product can bring to customers. Include any certifications or awards that the product has received, as this adds credibility and trustworthiness.
Amazon Ads is a game-changer for food brands looking to increase their visibility and drive sales both online and offline. While success with it is never guaranteed, your chances are pretty good with the right resources at hand and a plan to follow. Having expert help never hurts, either.