How to Sell on Amazon (Part II)10 min read

(How to Sell on Amazon Part I) Now that you’ve set up your Amazon seller account and understand the basics of listing and fulfillment, it’s time to explore how to stand out.

Let’s cover paid strategies, like ads, and ways to drive traffic to your products. You’ll also need to learn how to earn customer reviews that build credibility and drive more sales.

Amazon Products – Paid Options and Enhanced Listings

You’re likely asking yourself, “Do sponsored ads on Amazon work?” They do. In fact, for new sellers on Amazon, selling on Amazon without paid ads could present you with an immediate uphill climb.

Paid ads help new (and established) sellers gain visibility, which can be the most challenging part of selling on Amazon. Your potential clients need to know you exist before they can even consider your products. As of February 2025, there were 9.7 million sellers on Amazon, according to Helium10, a popular seller app.

Amazon’s algorithm favors products that are advertised. And competition is fierce. Selling on Amazon without advertising is like setting up a food stand at a massive street fair, but without a sign, music, or samples. Meanwhile, your competitors have flashing lights, a megaphone, and free tastings. The crowd naturally flocks to them. Amazon rewards the booths making the most noise.

Sponsored Product Ads vs Sponsored Display Ads

So, how to get more sales on Amazon? By optimizing your Amazon listings (with tips mentioned in How to Sell on Amazon Part I) and by investing in sponsored products and/or sponsored display ads.

What’s the difference between the two? Here’s a breakdown:

Sponsored Product Ads

• Where they appear:

These ads show up right where people are actively shopping, inside Amazon’s search results and on product detail pages. So, if someone types in “wireless earbuds,” your ad might appear as one of the first few products they see.

• Targeting:

You can tell Amazon what kind of shoppers you want to reach by using keywords (like “wireless earbuds”), choosing specific products to target (like a competitor’s listing), or selecting entire product categories (like “electronics”). Choosing the right ad targeting on Amazon can make or break your campaign. Partnering with a digital marketing firm like Sharp Innovations can make sure you’re reaching the right audience, at the right time, with the right strategy.

• Purpose:

These ads are all about catching shoppers in the moment. They help push your product in front of people who are already looking for something similar, thus boosting the chances they’ll click and buy.

• Best for:

If you want your product to show up at the top of search results or directly compete with similar items, this is your go-to. It’s ideal for driving sales on individual products.

Sponsored Display Ads

• Where they appear:

These ads go beyond search results. They can show up on other product pages (even your competitor’s), on Amazon’s homepage, or off Amazon entirely like on blogs, news sites, or apps that Amazon partners with. The exact placements depend on your targeting settings and the ad format. If you’re using Amazon DSP (Demand-Side Platform), the reach is broader and includes thousands of programmatically connected apps and websites through display, video, and audio channels.

• Targeting:

Instead of just using keywords, these ads target shopper behavior. You can reach people who viewed your product, bought similar items, or showed interest in a certain category. You can also choose specific product pages to target. Again, Sharp Innovations can help you target efficiently and effectively.

• Purpose:

Display ads are built to keep your product top-of-mind. If someone looked at your item but didn’t buy, this type of ad can follow them around online and remind them to come back. It’s also great for introducing new people to your brand.

• Best for:

These are perfect for remarketing (getting in front of people who already showed interest), cross-selling (suggesting related products), and expanding your reach beyond search—ideal if you’re trying to grow brand awareness or reconnect with past visitors.

Drive Positive Reviews for Better Visibility

It’s not just about being the loudest, though. It’s about being visible and credible. The algorithm pays attention to both.

If your product starts earning strong reviews, it’s like that crowd at the massive food fair we mentioned…it begins spreading the word for you. With the right mix of advertising, positive feedback, and optimized listings, you can rise above the competition and become the food stand everyone wants to visit.

Amazon’s algorithm is designed to prioritize products that are likely to convert. When shoppers click, buy, and leave positive reviews, it signals to Amazon that your product is relevant, popular, and trusted.

In turn, Amazon rewards that product with better organic placement in search results and on competitor product pages. So, advertising doesn’t just drive sales, it fuels a feedback loop that helps your product climb higher in rankings, even when the ads aren’t running as aggressively.

How to Gain Reviews to Improve Amazon Sales?

The best way to gain reviews is organically. Make sure your product is a great product, and you have excellent customer service to back it up. Quality matters. Also, have fast and reliable shipping in place and monitor it so it remains that way. It might sound basic, but these are the most powerful ways to earn organic reviews. Fast shipping, clear instructions, and accurate listings reduce returns and boost satisfaction.

Also, inside Seller Central, each order has a “Request a Review” button. Clicking it sends an official Amazon-generated email to the buyer, asking for both product review and seller feedback. It’s 100% compliant with Amazon’s Review Policy and easy to use.

Next, enroll in Amazon Vine (if eligible). For brand-registered products, Amazon Vine lets you provide products to vetted reviewers in exchange for honest feedback. This can help build review volume, especially for new ASINs. First caveat: For a new seller especially, it can be expensive. Second caveat”: There is no guarantee the reviews will be positive (it garners honest feedback). While the reviewers are vetted, a product of poor quality isn’t likely to gain positive feedback.

Currently, Amazon is offering new sellers an incentive to try Amazon Vine: a $200 credit.

If you’re using a third-party tool, make sure the messaging is neutral. You may ask for a review, but you cannot offer incentives or ask for only positive reviews.

Lastly, include helpful packaging without violating policy. It’s okay to include a thank-you note or usage instructions inside your package. But Amazon strictly prohibits any form of review solicitation that tries to influence the outcome. This means you cannot ask for a positive review in a package insert; You cannot include language like “If you love our product, please leave a review”; You cannot offer gifts, discounts, or future incentives in exchange for reviews. Any insert that includes a request for a review is risky, even if it seems subtle or polite. Violating this policy can result in listing suspensions or account termination.

Need help preparing your packaging or inserts? Sharp Innovation offers advertising and promotion services to produce inserts that comply with Amazon’s policies.

How Can I Outrank a Competitor on Amazon?

Once your product starts racking up positive reviews, it’s like the crowd at the street fair starts talking. “Hey, have you tried that stand down the row? It’s amazing.”  Word spreads. Now you’ve got both the megaphone and a growing fan base. If your booth (product) keeps delivering quality, gets better feedback, and still invests in visibility (ads), you can start drawing a bigger crowd than the flashy competitor who only had hype.

So, to outrank your competitor on Amazon, you need:

• Great reviews (social proof = customer buzz)
• Strong ads (visibility = drawing attention)
• Optimized listings (clear signage = people know what you’re offering)
• Competitive pricing & fulfillment (good service = happy returning customers)

Remember, though, the long-term goal isn’t just to outrank your competitors; it’s to build a loyal customer base. Make sure your unique selling proposition (what sets your product apart from others) and your value proposition (the promise you make to your customer) clearly show why someone should choose your product over the competition. When these two messages work together and are supported by positive reviews, they can create powerful momentum for your brand.

Benefits Of Outsourcing Amazon Product Listing Optimization

The digital marketers at Sharp Innovations know how to structure titles, bullet points, backend keywords, and product descriptions to align with Amazon’s A9 algorithm. That means better chances of your products showing up in top search results and more eyes on your products. Outsourcing Amazon product listing optimization to an agency can result in higher rankings and visibility.

We have experienced copywriters who focus on persuasive language, benefits-driving bullet points (not just feature-driven). This can result in conversion-optimized content for higher conversion rates.

Lastly, optimizing listings takes research, testing, and updates. It also requires deep dives into what your competitors are doing. Outsourcing frees you up to focus on inventory, customer service, and scaling your business.

Outsource your Amazon optimization to our experienced team and let us take the guesswork out of product visibility and sales performance. We offer fully customized PPC advertising services tailored to your business, whether you’re looking to dominate Amazon search results or expand your presence across Google Ads, YouTube, LinkedIn, Spotify, Pandora, and other platforms.

Understanding The Costs and ROI Of Professional Services

We structure our Amazon services within our broader Custom PPC Program framework, offering the same level of strategic expertise and ROI tracking as we do for platforms like Google, YouTube, LinkedIn, and more.

Cost & ROI Considerations:

Setup Fee: A one-time setup fee ranging from $700–$1,800, which covers keyword research, product listing optimization, ad asset creation, A/B testing setup, and conversion tracking (including Amazon Attribution if needed).

Monthly Management Fee: A minimum of $700/month for ongoing Amazon Ads management, which includes continuous performance optimization, bid adjustments, keyword refinement, and reporting.

Ad Spend Requirements: Most Amazon PPC clients start with a minimum $5,000/month ad spend (Tier 3), especially in competitive categories or for brands targeting national reach. We tailor each campaign to your product line, category, and business goals. Whether you’re launching new ASINs or trying to scale existing listings, our team brings hands-on expertise in both organic and paid Amazon strategies.

What You Get:

• Increased product visibility through keyword-optimized listings and strategic Sponsored Ads
• Data-driven reporting so you can measure ROI based on actual sales growth
• Conversion tracking to tie performance directly to spend
• Integration with your broader digital marketing strategy if you’re also using SEO, social media, or email marketing with us

Let’s talk about your goals and see what kind of return you could expect with a customized Amazon campaign.

Get Started on Amazon with the Right Tools—and the Right Team

Selling on Amazon is more accessible than ever, with plenty of tools and resources to help you get started. From creating your first product listing to launching ads, there’s a lot you can do on your own. But when it comes to standing out in a crowded marketplace, professional support can make a real difference.

Our agency offers tailored Amazon optimization and PPC services designed to boost visibility, increase conversions, and help you grow faster. Whether you’re tackling it DIY or ready to scale with expert help, we’re here to support your success.