🏠Mastering Amazon Real Estate: Strategies for Success

In the ever-evolving world of Amazon selling, there's a concept that often goes unnoticed, yet it holds the key to unlocking your brand's potential – Digital Real Estate. Let's take a step back and delve into this powerful strategy that could redefine your Amazon journey.

The Digital Real Estate Revolution

Picture this: In the physical world, real estate is limited; you can't create more land. However, in the digital realm of Amazon, you can expand your territory infinitely. It's a treasure trove of opportunities waiting to be seized.

Amazon understands this well, and they constantly introduce new ways for third-party sellers to utilize their digital real estate. Sponsored ads, for instance, are like plots of land, and every new ad type is a chance to claim more space, but it often comes at a cost.

The Hidden Treasure: Virtual Bundles

Now, here's where the magic happens – virtual bundles. These are a goldmine of additional real estate on your product detail page. They don't cost you a dime and offer numerous benefits.

Imagine having a dedicated section on your product page where you can showcase bundles of related products. Even if you never sell a single bundle, it's an excellent way to cross-promote your other offerings. It's free, space-filling, and it pushes ads – making your competitors' ads slide down your detail page.

Maximizing Your Real Estate Portfolio

The quest for real estate doesn't stop on your product detail page. You can also gain it in search listings through sponsored ads and, ideally, organic placements. However, venturing onto other product detail pages is a costly endeavor, usually involving ad buys.

The Challenger Brand Conundrum

If you're a challenger brand, competing on established product detail pages can be challenging. Conversion rates are lower, ad costs are high, and it often feels like an uphill battle.

The 800-Pound Gorilla Advantage

Conversely, if you're the 800-pound gorilla in your niche, it's a fantastic opportunity. Your brand's dominance makes it easier to reap the benefits of advertising on other product detail pages.

The Customer Perspective

Now, put on your customer hat. If you see two products with similar prices and both have four-star ratings, but one has 18,000 reviews while the other has 200, which one would you choose? It's a no-brainer, right? Customers tend to go with the brand that has the social proof, and this is precisely where digital real estate comes into play.

Action items

1. Identify whether you’re the Challenger Brand or the 800 Pound Gorilla

2. Recognize what real estate you’re using and what real estate you lack. Make a plan to capitalize on the real estate you don't yet have. “it's not just about what you sell; it's also about where you sell it”

3. Provide opportunities for customers to add more reviews to your page ( while following Amazon’s Terms of Service.)
   

Final Thoughts

Gaining digital real estate is paramount in the world of Amazon selling. It's about expanding your territory, strategically utilizing virtual bundles, and making informed decisions about where to invest your advertising dollars. Whether you're the category leader or a challenger brand, understanding the power of digital real estate is your ticket to Amazon success.

So, as you navigate the vast landscape of Amazon, remember – it's not just about what you sell; it's also about where you sell it. Digital real estate is the secret weapon that can catapult your brand to new heights.

Here’s to your success!

Jon, Mike, and Matt

P.S. Want our Brand Fortress Blueprint course on how to use this powerful strategy for your brand? Take the quiz on our homepage and get this blueprint for free!