Reprint from cifnews
Translated by Sultan Mehmood
When sellers sell their own branded products on Amazon, their goal is usually to create an independent brand. They use Amazon to open the market, and then increase the sales on their own websites.
So, how do you achieve this goal?
The most valuable asset: Amazon buyer data
As a seller on Amazon, you get the most valuable trading information, the buyer data. Those who have purchased your product prove that your brand or product is attractive to them.
In general, these buyers represent your ideal type of customers helping you promote and enhance brand awareness. The value of Amazon buyer data is here, it can make your products appear in front of buyers who are more inclined to buy.
But Amazon does not allow sales to buyers!
You don't have a buyer's email address, so you can't email them directly. You can't sell them to Amazon's own information system because it's a policy violation. You can't use lists to direct buyers to their own websites, nor can they offer coupon codes in order packages.
It seems that there is no way to go, right? In fact, technology allows you to target past customers and people with similar attributes and interests, even without an email address. The buyer data provided by Amazon is sufficient, and using it will not violate any rules, because you are not selling directly to customers.
Facebook ads, especially Custom Audiences and lookalike Audiences, can do this. Custom Audiences allow advertisers to create custom ads in Facebook allow using filters and other criteria.
In Custom Audiences, sellers can upload a list of customers, and Facebook will find similar audiences based on the list data.
After creating Custom Audience based on the customer list, Facebook will use the information of the customized audience (gender, interest, location) and their network. Combined with this data information of the platform users, it greatly expands the advertising audience to form the target customers of lookalike Audiences.
Facebook ads are very precise, and it can even predict whether a user is pregnant. As long as the seller has at least a thousand members in customized audiences, around 2.1 million lookalike advertising audience can be created with single click.
These 2.1 million people are very similar to your customers. They have the same buying habits, like the same brand, read the same pages and more. They are the ideal advertising audience, most likely to buy your product.
Create Custom Audience based on Amazon buyer data
Creating Custom Audience based on Amazon buyer data is actually quite simple. All required information can be found in the seller's center report. The only problem is that it can't be uploaded to Facebook without editing it. You need to make adjustments manually.
Step 1: Download the report
- Open the "Reports" option in the seller center;
- Click on "Fulfillment";
- Go to the "Sales" option in "Fulfillment Reports";
- Click on "Amazon Fulfilled Shipments";
- Enter the date range and request to download.
The only problem is that it can't extract more than 30 days of data at a time. If you have a longer order history, you will need to download multiple times and then merge the reports.
Once you have a full report, click Download. Then open the file in Excel. The downloaded report is in the ".txt" format, and if you open in Notepad, a default windows application. However, this will make the contents of the file appear cluttered, so, open in Excel to divide the data into cells.
Step 2: Organize the Excel spreadsheet
There are a lot of unnecessary information bars in Excel, and Facebook doesn't know how to deal with it. Delete them and leave only the columns that help Facebook get the most accurate custom viewers: name, city, country, postal code.
It is a bit tricky now, because Facebook needs first and last name. However, the Amazon report gives the first name and last name in the same cell. So sellers must manually separate them.
Now have the edited customer data file and hand it over to Facebook.
Step 3: Create Custom Audience
- Click to create Audience；
- Select Custom Audience；
- Select the "Customer File" option；
- Select“Add customers from your own file or copy and paste data”；
- Upload the prepared customer file.
By doing this, you have a new custom customer group, Custom Audience, that can help you with your sales performance.
Create a Lookalike Audiences advertising audience
Sellers may find that the advertising audience is small. If classified, it is even smaller. That’s why lookalike audience is very useful, it can transform a small audience into a large audience.
For example, a brand seller has a list of customers whose spending exceeds $100. These people have the same hobbies and buying habits, similar income levels. Then Facebook can find all users with similar information on the platform, providing the seller with a very valuable advertising target customer group.
Create a Lookalike Audiences advertising audience and reduce the cost of ad clicks. Below are two ad comparisons.
1.Create a Custom Audience advertising audience based on a potential buyer market survey. The cost of clicks is high, causing the ads to not run for too long.
2.Create a Lookalike Audience advertising audience based on a list of consumers purchased at full price. The click cost is reduced by 10 times, and the number of visitors, sales and profits have been greatly improved.
Create your own brand
In order to increase sales and build their own brands, in addition to creating a Facebook advertising target audience, there are several suggestions below:
· Promote products or offer special deals on your own website
· Advertise products on Amazon, either directly to the listing or to the login page, allowing the guest email to log in and get a discount code.
· Invite people to sign up for mailing lists to get weekly exclusive discounts and special offers
· Invite people to join a Facebook group of products, use this group to create a brand community, and occasionally launch special product promotions.