The only guide you need to capture 15% market share on Amazon

Author

Adam Weiler
November 23, 2024

Welcome Back to the Emplicit Weekly Newsletter!

Every Saturday, we'll share an actionable Amazon & TikTok growth guide with practical tactics and strategies to help you dominate your competition and scale your Amazon sales. This newsletter will remain free forever. We hope you enjoy!

At Emplicit, we've helped over 500+ eCommerce brands earn $550 million in sales through Amazon.

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How we helped a client increase their Amazon market share by 15% for a high-value keyword.

You need Amazon advertising data to boost your organic sales.

Want to learn how?

Here's the only guide you need with a real-world example of how we did it:

(If you prefer video to text click here)

1️⃣ Identify high-value keywords

We found "mold-free coffee organic" was converting well for our client.

We used Amazon's search term report and third-party tools to analyze search volume and conversion rates. "Mold-free coffee organic" stood out with a high conversion rate and growing search volume.

Pro tip: Look for keywords with a good balance of search volume and competition. Sometimes, longer-tail keywords like this one can be goldmines.

2️⃣ Increase ad spend strategically

We ramped up advertising on this term, closely monitoring performance.

We gradually increased our daily budget for this keyword from $50 to $200 over a month. We used a mix of Sponsored Products and Sponsored Brands ads to maximize visibility.

Key metrics we watched:

  • Click-through rate (CTR)

  • Conversion rate

  • Advertising Cost of Sale (ACoS)

As we increased spend, we saw our CTR improve from 0.8% to 1.2%, indicating growing relevance to shoppers.

3️⃣ Track market share metrics

We watched impression share, click share, add-to-cart share, and purchase share.

[[Insert Image of market share dashboard]]

We used Amazon's Brand Analytics to track these metrics weekly. Here's what we saw over 3 months:

  • Impression share: 5% → 22%

  • Click share: 3% → 18%

  • Add-to-cart share: 2% → 16%

  • Purchase share: 1% → 15%

This steady growth across all metrics showed we were capturing more of the market at every stage of the customer journey.

4️⃣ Analyze organic impact

We observed how increased ad spend affected organic rankings and sales.

[[Insert Image of organic ranking chart]]

We tracked our organic ranking for "mold-free coffee organic" daily. Over 2 months, we saw:

  • Organic ranking: Page 3 → Top of Page 1

  • Organic sales: 5 units/day → 25 units/day

This proved that our increased ad visibility was boosting our organic performance too.

5️⃣ Adjust and optimize

We fine-tuned our strategy based on the data, focusing on the most effective keywords.

We realized that "mold-free coffee" wasn't converting as well as "mold-free coffee organic". So we shifted more budget to the latter and saw even better results.

We also:

  • Optimized our product listing with these high-performing keywords

  • Created new A+ content highlighting our organic, mold-free process

  • Adjusted our bidding strategy to maintain top ad positions during peak shopping hours

The result?

Our client's market share for this keyword jumped from nearly 0% to 15% in just a few months.

This approach works for brands of all sizes. It's how we've helped over 400 brands dominate their niches on Amazon over the past decade.

Want to see how this strategy could work for your brand?

Smart advertising doesn't just drive paid sales - it boosts your organic performance too!

That’s all for this week!

Here are some other newsletters you might find useful:

Whenever you are ready, here’s how we can help you:

Grow Your Brand on Amazon & TikTok with 100% hands-off marketplace management

We've helped over 500 clients earn more than $550 million on Amazon. If you need help making the most of the Amazon opportunity, click here to book a call & claim a Free audit of your store/brand.