Share of Voice is a metric that Amazon uses to measure the relative importance of different product categories on its website.
Amazon Sellers calculate Share of Voice by dividing unique visitors to a product category on Amazon.com by the total number of products in that category.
Having a high share of voice can help you dominate your competition and attract more customers. It can also help you achieve a higher ranking on Amazon.com, leading to increased sales and visibility.
A low share of voice can lead to decreased sales and a potential loss of market share. It can also make it difficult for you to achieve the same level of visibility and success as larger, more well-known brands on Amazon.
For example, a product with a low share of voice sold through Amazon's direct-to-consumer (DTC) platform may have a more challenging time competing against products from more prominent brands available on Amazon's retail website.
In this case, having a low share of voice could lead to lower sales and decreased market share for the DTC product.
A direct-to-customer platform is a type of online marketplace that allows small businesses and entrepreneurs to sell their products directly to consumers.
These platforms allow business owners to bypass traditional retail channels, such as brick-and-mortar stores, by allowing customers access to products through the internet.
There are a few effective and easy ways sellers can improve their share of voice on Amazon.
For example, you can increase the number of products in your category, build better search engine optimization (SEO) efforts for your products, and engage with Amazon customers on social media platforms like Twitter and Facebook.
How you improve your product visibility relative to similar products will largely depend on how well you optimize your listing and how engaged you are with Amazon shoppers.
However, engaging with potential buyers and building an active community around your product are both essential ingredients for success.
Social media platforms like Twitter and Facebook allow businesses and entrepreneurs to reach out directly to potential customers.
Twitter is an excellent way to network with potential buyers and share product updates, news, and events.
By following relevant Twitter accounts related to your niche, you can also gain exposure for your products and increase the chances that buyers will discover you on Amazon.
Using Facebook for marketing and boosting sales on Amazon is an effective tool for promoting businesses online.
By using Facebook ads, you can reach out directly to potential customers who may have yet to hear about or consider your product.
Building engaged communities around your products on social media also provides additional opportunities for word-of-mouth marketing campaigns and increased sales volume.
There are a few key things sellers can do to optimize their product listings to increase their chances of success on Amazon.
Along with creating stellar product listings and earning more views by being featured on Amazon Deals or the Amazon Best Sellers page, there are quite a few Amazon marketing tools that can help increase your share of voice and drive more traffic to your product page.
Amazon makes it easier for sellers to market their products and increase visibility by using its built-in marketing suite of tools.
For example, Amazon Sponsored Products allows businesses and entrepreneurs to advertise their products on Amazon for a commission on each sale.
Using built-in Amazon marketing tools is an effective way to boost your sales volume and reach new customers who may need to become familiar with your brand.
Additionally, Amazon sellers can use Google AdWords to target potential buyers based on their interests or demographics.
Optimizing your product listing with keywords relevant to these targets can generate more click-throughs to purchase your product from Amazon.