Indeed, when it comes to selling on Amazon it can be challenging to make the first impression and close as many customers as one might wish. But first, let us mention that when it comes to increasing your conversion rates, rarely is there a more useful method than ensuring you properly cater to customer intent.
When trying to reach the audiences, customers, and buyers with your catalogue of products, you get them interested and ready to make a purchasing decision.
Customer intent is all about identifying what people want and giving them exactly what they need when they want it, and this applies whether they’re only browsing for information or deciding what to buy next: intend-based listings work by meeting consumer demand whilst also capturing their attention.
Are you thinking about advancing your sales on Amazon? So, let’s understand how the trend towards better scoping based on customer intent may become the key to the success of your brand!
Explore More: What Makes Shoppers Trust Your Product Over Others?
Table of Contents
Definition: Informational intent occurs when the customer wants to know about something, be it a product, a brand, or solution of a problem but is not ready to buy yet. These are mainly shoppers researching what they will buy; thus, it is information gathering before a buying decision.
Perhaps they are simply looking around at various alternatives, comparing differences, or perhaps seeking recommendations. Informational intent is an important step in the buyer’s journey because that is when customers begin to think of their needs, choices, and possible solutions.
The same may do an “exploratory” search by asking “best running shoes for flat feet” or “how to clean a leather jacket.” These are clear examples of questions for information, since the customer is not ready to purchase immediately but would like helpful information in preparation for that future purchase.
Ensure the product descriptions will explain the features, benefits, and uses of your product. Thus, potential customers will find out how your product functions and whether it serves the needs of the customer.
Example: If selling shoes made for flat feet, ensure details about arch support, cushioning, and how they help people with comfort and performance.
This fulfills the information needed of the customer and gives them a sense of security to make their buying decision.
Through Amazon’s A+ Content, which is Enhanced Brand Content, you can add more media to your product pages, such as comparison charts, images, and longer descriptions.
This can be used to answer frequently asked questions from customers and easily display the value of your product.
For example, a comparison chart showing how your product compares to other products in how it is used will satisfy a customer’s demand for more details about the product.
A section of FAQs on your product page is a great way to answer common questions before they arise. This approach helps deal with concerns early and can make customers less likely to seek answers from other places.
Questions on sizing, features, and product benefits will reassure customers that your product can solve their problems or meet their needs.
You can make educational content that could answer common questions or solve problems that customers might have in mind.
For example, in a blog post or instructional video on “how to clean and care for your leather products,” you guide customers on how to best take care of them correctly. In doing so, your brand is the main source of that information. It may eventually be a leading sale.
Example of a Good Listing: Imagine selling running shoes. Suppose it’s for running that helps persons who have flat feet conditions. This way, making a clear description, such as: excellent for arch support with a bit of cushion and stability would make a user like running with a smooth flow in comfort while on athletic activities.
This will help customers make an informed decision regarding whether your shoes are the right solution for their needs.
Explore More: How To Resolve A+ Content Upload Issues On Amazon FBA?
Navigational intent is a type of search behavior whereby a customer searches for a particular product, brand, or seller. The shoppers with such an intent know exactly what they want and just look for the place to buy it.
The incidence of navigational intent usually occurs after the exposure of a brand or product from past research, recommendations, or advertisement. They do not look for options but the specific product or store they already consider.
A customer would search for something like “Nike Air Max 270 women” or “Apple AirPods Pro,” because they may be looking for a product, brand, or vendor that they may have seen before or heard about. Therefore, they know what they intend to purchase, and this is just the search of where to buy it.
This will help search intent since the brand and product names must be clear and accurate in the title. With customers looking for specific products, having the right brand name and model number in your title makes it much easier for your product to come out in their search results.
For example, if you’re selling the Nike Air Max 270, your title should include the exact product name, such as “Nike Air Max 270 Women’s Running Shoes.”
If you have a brand, an Amazon Brand Store really helps the people to find you when searching for your brand. A specific store allows you to highlight all of your products so the probability of customers searching for and buying them improves.
A branded store helps provide a hassle-free experience to the shoppers and makes it easy to feature the top-selling and popular items along with reinforcing the brand image.
Ensure your listings of the products are accurate as per what the customer seeks. For example, when a customer is searching for a particular model or product type, ensure that their search appears in your title, images, and product description.
For instance, if a customer searches for “Samsung Galaxy S21 128GB,” ensure to display such information on the listing to make the buyer realize your product is just what they need.
Such an ad allows Sponsored Brands ads to reach customers who look for your brand or specific products. Running these ads means your products will appear on top of a search by a customer trying to look for your brand. This will therefore catch the attention of customers who already want to hear from you.
Good Listing Example: For a product like Nike Air Max 270 Women’s Running Shoes, your title should be: “Nike Air Max 270 Women’s Running Shoes – Comfortable & Stylish.” This will enable people to use the same exact search term to find it easily, especially those customers who need this specific product.
In addition, Sponsored Brands will have your brand clearly seen in the search results, where it will be found by a customer when they are seeking to find your product.
A ready-to-buy customer is an example of transactional intent. Such customers have weighed their options and are now looking for the best price or deal, possibly comparing shipping and promotions. They may be comparing various Amazon FBA sellers or products to find the best price or the easiest shipping.
Such transactionally intent customers are extremely valuable because they are very close to buying. A customer might look for “buy Bluetooth headphones under $50” or “best deals on smartwatches on Amazon.”
That customer would like to buy, at the same time searching for a discount, best price, or bargain that would fulfill his desire.
The quick decision-making buyers are very sensitive to price so the prices must be competitive. Compare your prices with those of other Amazon FBA sellers on Amazon and ensure that you are offering a good deal.
Giving discounts, coupons, or special offers for a small period may attract these kinds of buyers to buy from you. A good sale or discount can attract the attention of your product, especially when similar products are also available in the market.
Make sure that your promotions, discounts, or special offers are easily visible on your product page. You can use Amazon’s promotional tools to show deals like “Save 10% today!” or “Exclusive Prime Day Deal.” Customers who look for good deals will see these offers, which will boost sales.
Shipping speed is yet another thing of interest for the buyer. The speed of delivery with Amazon Prime shipping or any other swift delivery options will make the products look even better for customers. The positive aspect of free shipping; therefore, ensure to make this inclusion if your shipping option includes free delivery.
The Buy Box is generally where customers complete their buying, especially when they want to buy something. Get the Buy Box by making sure that your prices are good, your product is of high quality, and you have a strong seller rating. Quick shipping, especially with Amazon FBA, is also very important to get the Buy Box.
Good Listing Example: If you are selling Bluetooth headphones, your listing should reflect the offers and Prime day coupons that are currently available like “Save 20% today” or “Free 2-day shipping for Prime members.”
Your price will also be comparable to the other similar products so you catch the eye of a price-sensitive customer. For such customers, advantages such as quick shipping or the availability of Amazon Prime will assure them to make the purchase.
Explore More: How Can You Optimize Amazon Product Images for Related Items and Sponsored Placements?
This is a stage of customer intent that gives valuable information on what customer’s most care about in features, benefits, or even problems. Understanding what customers want to solve and analyzing informational queries helps companies build products that solve those pains.
Closely monitor what customers are searching for and reading about on the internet, and observe what feedback they’re leaving around the world. For instance, if customers will oftentimes demand “a vacuum that works with pet hair well,” that indicates a hole in the market for specialised vacuums.
This will allow product development teams to subsequently pinpoint features such as stronger suction, allergen filtration and pet hair specific attachments.
Dive into the informational needs of your audience by creating your surveys or customer interviews. The insights gathered can be directly used to inform the product design process.
For example, a company selling skincare products might want to know which ingredients customers want or stay away from so that products could be formulated to meet the demand for natural or hypoallergenic ingredients.
Figure out what information customers want and use that to determine the product they develop. Let’s say, customers type in keywords such as guides on how to use a particular type of kitchen appliance, you could develop some instructional features like a step by step setups or easy to understand controls to ease the user experience.
If customers are often asking how to clean or maintain a leather jacket, the product development team can refocus the leather care features, for instance, make it more durable, to clean easily. In addition, the brand could do educational content like care instructions for their products to help their customers maintain them.
Second, you know that customers have given at least one specific solution or brand as a potential answer to their needs (known as navigational intent).
When you understand why customers are looking for your brand or product, specifically, you can refine and improve your offerings to ensure it’s what customers are expecting.
In order to analyse why customers are favorable for a particular brand, as it is, if customers are looking for some specific brand, it is important to understand the reason for the same. Are they seeking a product that matches a specific style, or functionality, or quality benchmark?
For instance, if your brand is famous for being durable outdoor equipment, then make new products stay the same reputation durable, by adding also durability features (like weather resistance or more functionality).
A clear signal that a particular products or variations (for instance specific models or colors) are demanded by customers is if they return to the site over and over, searching for them.
This data allows product teams to prioritize which of these high demand variations and enhancements should be developed first.
Such a product has an obvious navigational intent, which is a strong indicator that certain aspects of such a product resonate well with customers.
For example, assume that, in navigational searches, a specific product feature, for instance a unique ergonomic design, appears frequently, then product development teams should keep it up and running in the following versions or releases.
If a specific running shoes tendency always peaks via navigational search queries, maybe your product team can optimize towards this tendency by iterating the combination of running shoes based on the features most often mentioned by customers: arch support, cushioning, etc.
Most of the time, transactional buyers want to get the best deal for their money. In other words, product development should focus on building high quality, durable products at competitive price points.
If you want to make your product stand out from the competition, consider conducting competitive analysis so that you understand where your product is.
If customers with transactional intent are usually seeking discounts, bundles or deals, then think of your product or packages that provide the extra value.
For example, you may pair up products to create product bundles to provide discounts on other products. A customer buying a fitness tracker may consider a bundle of some sort, such as a discounted price for a charger, extra bands, or even a carrying case.
Transactional customers usually don’t want to spend a lot of time in the process of purchasing. For these customers, products which are easier to use, quicker to set up, or just nicer in general, can make the buying decision a bit easier.
Additionally, if you ensure that your product is eligible for Amazon Prime (or whatever expedited delivery possibility is available) then it will greatly appeal to customers who are ready to buy.
Product development could concentrate on providing the best Bluetooth headphones under $50, if customers generally search for ‘best Bluetooth headphones under $50,’ with sound quality, comfort, and battery life being the things we prioritize.
Also, you can offer limited time promotions or discounts in order to make customers make the purchase asap.
When the customer has entered the research stage of their buying journey, their intent is considered to have a general informational intent. They want to know about a product, compare options, or understand how a product will address their needs, but aren’t necessarily ready to buy.
This stage is important since product availability vital to whether customers will find it interesting enough to spend precious time doing further research on. Customers with informational intent who can see that a product is in stock and sale may be more willing to proceed in their decision making.
This availability reassures the customers that the product they are researching is available when they are ready to buy, giving them confidence to make that buying decision eventually.
Yet when the product is unavailable or out of stock, this halts the research process. Even though the customer isn’t near to a buy, the lack of the product will result in dissatisfaction or frustration and drive them to abandon their search.
Remember that they can shift focus to alternatives, and – in the worst case – they might not return to your product once it’s back in stock.
Keep product listings up to date during the research phase with accurate availability information to keep a customer interested. If your product will be out of stock for an elongated time, set up notifications for when it is restocked.
This can also help prevent would-be customers from losing interest by offering them similar products as alternatives.
Offering them a taste of what they need with the promise that it’s yours for the taking when they’re ready to buy helps them stay engaged with your brand and improve the chance of conversion when the time comes.
Navigational intent refers to when a customer knows exactly what they want and is merely looking for it. The customer has a product or brand in mind, and the search is just about finding that product or brand.
For instance, they could be searching for a specific brand or model such as “Sony WH-1000XM5 headphones” or “Apple iPhone 15“. This stage requires that the product should be available as the customer wants to search for the item they are interested in.
If the product is available, it supports the confidence of the customer on their purchasing decision and nudges them to complete the purchase.
Instead, this act of unavailability spoils the navigational intention from the customer. That product out of stock prompts customers either to give up with searching or settle for that alternative competing offering.
This tends especially among customers who have long finalized their decision on a particular offering – they are not looking anymore for alternatives, all because they have a penchant.
Do not lose customers with navigational intent by keeping your listings current and up-to-date with current availability information. If you expect stock shortages, give the customer the option to order ahead of time so that they stay interested and ready to buy when the item is back in stock.
Additionally, Amazon’s “Back in Stock” notification feature provides the customer with the option to sign up for future availability alerts. This proactive communication ensures you never lose their complete interest and thus helps keep their loyalty with your brand intact.
Transactional intent means that the customer is ready to purchase. They have done all their research and compared available options. They are keen on completing the transaction, which means buying a product. Product availability is very central to this process.
Where a product is not in stock or there is some delay in shipping, then the intent of the customer to buy is disrupted.
Transactional buyers want products to be available at any time and are likely to be disappointed if products are not instantly available, causing them to abandon carts, lost sales, and switch to competitor stores that can serve their needs faster.
A typical example is the case when a customer has ordered “Samsung Galaxy S23” into their shopping cart and moved to checkout where they got an out of stock or even long delivery date notice, they are highly likely to abandon the order. In this case, delays and stockouts drive away those customers who intend to purchase goods.
Avoid losing customers with transactional intent by keeping your products in stock and ready for immediate purchase. Process faster and deliver faster with Amazon FBA. Provide same-day or two-day shipping options for fast and reliable shipping to increase the chances of making a sale.
If the product is temporarily out of stock, then inform the customers of when the stock is expected to be restocked, or offer similar products. In this way, transparency and alternatives will help in minimizing cart abandonment rates and thus increasing the chances of conversion.
Product availability is more than just direct conversions; it significantly impacts long-term customer loyalty. When a customer has to face frequent out-of-stock products or delayed shipping, he or she gets frustrated and loses trust in a brand or seller.
Repeated stock outs or long waiting times for popular products create a bad customer experience and may lead customers to a competitor who can provide better availability. This can over time result in lost sales as well as customer churn.
For example, a customer who cannot purchase his favorite skincare product because of frequent stockouts may end up purchasing the same product from a competitor that regularly has the product in stock.
That one transaction might not affect your bottom line, but it will most likely prevent future purchases with your brand.
Build customer loyalty by making sure your product is available consistently. Keep the inventory levels updated and restock when necessary. If a product is out of stock, communicate with the customer about when it will be restocked and offer alternatives.
Loyalty programs can also help retain customers. Offering special deals to customers who are willing to wait for an out-of-stock product can keep the interested customer in the business cycle and encourage them to not go elsewhere. A great experience, including availability, increases trust and repeat business.
Informational keyword terms usually contain words such as “best,” “how to,” “review,” “top,” “guide,” “comparison,” and “benefits.” These keywords determine that the customer is usually at the beginning of a buyer’s journey, seeking to gather knowledge before making a decision to buy.
For instance, a customer may seek “best Bluetooth headphones for running” or “how to clean a leather jacket.” Such queries show that the shopper wants information to help make up their mind but is not quite ready to buy.
Amazon Keywords Tool will show a seller which keywords in a search query are informationally related to a seller’s product. In return, a seller is then able to optimize the listings on Amazon to answer those frequent questions customers ask while delivering great content that engages those who search for information.
For instance, a fitness tracker listing can have educational content like “how to choose the best fitness tracker for your needs” or “top fitness trackers in 2024: how to choose and what is the best fit.
Adding A+ Content, key feature bullet points, and more detailed product descriptions gives Amazon FBA sellers a chance to provide information that is useful for the customer in the research phase.
This, therefore, may increase the chances of getting engagement with the listing and getting a customer back when they are ready to make a purchase.
Amazon FBA sellers, while creating their product listing content, should include relevant keywords about their product. An example can be as follows, an instance where the product is related to running shoes and their various types of usage along with the prevention tips regarding blisters.
It caters to the needs for extensive information that would appeal more towards detailed searches and help put forward a product as credible to its audience.
Navigational intent keywords are often product or brand specific that the customer is searching for. This keyword may be the name of the product, model number, or even a brand name, which indicates the shopper already knows what they are looking for.
Examples include searches such as “Nike Air Max 270 women’s shoes” or “Apple iPhone 15 Pro Max.” Customers with navigational intent are looking for specific products and want to quickly find them, so this ability to optimize for those precise keywords is important.
The Amazon Keywords Tool will help identify specific terms used by customers searching for products or brands in particular. These can be added in product titles, descriptions, and search terms on the backend so that they appear when those customers search for them.
For instance, if the customer types “Sony WH-1000XM5 headphones,” clear presentation of such keywords in product title and description will ensure higher chances to appear on the search page.
Amazon FBA sellers can ensure that their product will be seen by someone looking for it by optimizing it for navigational intent. It is especially important if they sell well-known brands or popular models because customers often search by name.
Amazon FBA sellers must include the exact name, brand, and model number of what the customer may search for in their product titles. For instance, when selling a brand of headphones, one should include both the brand and the product model.
That way, the more easily accessible the product becomes, thereby increasing its chance of being converted, even among already determined shoppers who were only searching for that particular thing.
In-transit intent keywords are keyword phrases that indicate a willing buyer. The phrase also usually includes words like the word “buy,” a “discount,” “deal,” “sale,” and “cheap,” or simply “free shipping.”
As such, it could involve searching for “buying under a price of $50 of some wireless earbuds,” or “best smartwatch deals.” A seller hence needs to find out a particular keyword to target them accordingly.
The Amazon Keywords Tool can be used to find keywords that show customers are ready to make a buying decision. They are usually seeking the best price or the most convenient option to buy-from a limited-time sale or free shipping.
Amazon FBA sellers can use such high-converting keywords to optimize their product listings and advertising campaigns, emphasizing promotions, discounts, and shipping options that attract buyers with transactional intent.
Transactional keywords are words that indicate strong buying signals. Therefore, it is very important to optimize listings so that they contain such words. For instance, a description or title that says “20% off” or “limited-time offer” will make a shopper want to click the final buy button.
Amazon FBA sellers should try to place keywords like “price, discount, or offer on time” into titles and bullet points and at the back end of searches.
Having fast shipping options like Amazon Prime, too, might help entice customers with a transactional intent because customers like fast and reliable shipping for instant purchase. If the product happens to be on sale, be sure to mention that in the listing because those customers are almost ready to buy.
The tool also gives seller information on search volume and competition level for every keyword, such that the seller can establish which words are most probable to attract traffic.
Therefore, keywords with high volume and low competition are at a higher chance of receiving maximum visibility and conversion, thus they should be targeted at the priority of matching the unique selling points.
Amazon FBA sellers may leverage the Amazon Keywords Tool better by conducting keyword research that involves entering product-related terms to see which terms and related search keywords are generating most of the searches.
Therefore, looking for both short tail keywords as well as long tail ones in respect would be able to exhibit customers’ intent in either kind. Short-tail would probably be more competitive. Long-tail probably allows less competition and niche-related things.
Focus should be made on understanding the intent behind those keywords. Are customers searching for information, comparing options, or ready to make a purchase?
After the identification of relevant keywords, Amazon FBA sellers can embed them into product titles, descriptions, and backend search terms for optimization on customer intent. For informational intent, one needs to create content about frequently asked questions and common concerns.
For transactional intent, pricing, promotions, and shipping options should be highlighted. Targeting ads toward such keywords also increases the chances of visibility and conversion.
Last but not least, monitor the performance of the keywords over time. Metrics such as CTR, conversion rate, and sales volume will tell if the selected keywords are actually generating the traffic and conversion one would expect.
Amazon FBA sellers need to review and update their keyword strategy periodically in accordance with the data generated and changes in the market so they stay constantly in tune with the customer’s intent.
Informational intent shoppers are research-oriented and seeking answers to particular product-related questions. If a seller provides detailed specifications, this allows the seller to directly address specific inquiries, making the customer journey smoother and better informed.
Amazon FBA sellers can utilize A+ Content to provide extensive product information like dimensions, battery life, features, and compatibility.
A+ Content would help the Amazon FBA sellers to enrich their listings with such rich media, for instance images, videos, and comparison charts which is highly important for effective responses of customer questions.
For example, the specifications of a fitness tracker listing may explicitly describe the battery life, features related to heart rate monitoring, and water resistance. Besides satisfying the customer’s query, this builds trust as well.
Detailed product specifications differentiate a product by highlighting its unique features. Using the Backend Search Terms on Amazon allows a seller to add terms such as “long battery life” or “high-definition screen” that a potential customer is searching for.
That way, a seller’s product will be more likely to show up when customers are comparing similar products with specific attributes.
Another aspect for this strategy is Enhanced Brand Content, also known as A+ Content. Unique selling points can be underlined in EBC. Amazon FBA sellers would be able to tell a full story of the features behind what makes the product different.
For example, if the laptop’s display is better in terms of resolution, or if it processes things more powerfully than others, these features should be highlighted on the description as well as in the bullet points. It is from such specifics that customers can easily pick the reason why the product will be ideal for their use.
Detailed specifications increase the chances of a product appearing on Amazon, as it aligns with search terms customers are using. Through its Search Term Report and Keyword Research Tools, Amazon informs the seller of popular phrases for searches about their product.
Amazon FBA sellers can use such tools to optimize product listings with keywords that exactly match the informational searches made by customers.
For instance, say customers are searching for certain products that have features such as “long battery life” and “waterproof.” Providing these words in the titles, bullet points, as well as backend search terms can enhance the search engine rankings.
Amazon’s A9 Algorithm ranks products displayed in search results based on their relevance and keyword matching ability, and the more elaborative specifications increase the exact matching chances of customer’s queries and thus enhance their organic search visibility.
Customers with an informational intent are typically at the research stage of their buying process. They are collecting information on a product’s features and benefits and how it matches up with their needs.
Bundles are an excellent solution to address this intent by educating the customer and increasing their knowledge about associated products.
These include navigationals, who know what they’re looking for, be it a brand, model, or even just a category, and who have limited interest in anything else.
Bundling matches well because this streamlines the buying process and thereby enhances the shopping experience with an overall improvement in efficiency for shoppers as it saves time.
Customers with transactional intent are at the tail end of their buying cycle. They have done all their homework and are now ready to buy, mostly looking for the best deals. Bundles can effectively meet this intent by offering a discount price for related products, making customers complete the purchase.
The Conversion Rate or Unit Session Percentage measures the percent of customers who buy a product after looking at its listing. It can be found through Amazon Seller Central and straightaway indicates how well your listing for the product satisfies a buyer’s transactional intent and, hence, prompts them to close the deal.
A high conversion rate would mean that your product attracts the right customer ready to buy, and a low rate would indicate that the expectation of customers does not align with what your listing is delivering.
Analysis of conversion data can be used to improve product titles, descriptions, pricing, and visuals in line with the intent of customers.
CTAs must be strong for customers who are transactional in intent; otherwise, competitive pricing, free shipping, or a bundle discount can really convert those customers. For the others, who are still at the informational stage, good product details and quality images help bridge that gap.
If a product listing has 5,000 sessions but converts at only 2%, there is room for improvement by adding compelling bullet points that point out key benefits:.
The Sales and Traffic Report in Amazon Seller Central holds crucial information on how their customers interact with your listing. It provides page view, session, conversion, and unit sold metrics that may clearly show customer behavior and intent for a product.
Sales and traffic data help Amazon FBA sellers differentiate between stages of customer intent. A listing may have high page views and low conversion rates, meaning that the customers have navigational intent and are merely exploring but not ready to buy. In this case, the listing needs to be optimized to better capture transactional intent.
Improving key elements such as pricing, images, product descriptions, and promotions will make the product more appealing and move customers closer to a purchase. Low page views may be a result of poor visibility, meaning better SEO or advertising efforts are needed.
If the laptop listing gains 10,000 page views and only converts 1% of those views into buyers, then perhaps there is an issue in the pricing, images, or perhaps the absence of great CTAs.
Amazon FBA sellers can optimize this through offering discounts, free shipping, or maybe even updating their visuals to better show how the product looks in use.
For listings with low sessions, the selling strategy should review keyword optimization and advertising strategies to drive more traffic. With regards to visibility, navigational or transactional intent attracted customers can be boosted by sponsored product ads, keyword adjustments, or enhanced product content.
The Search Terms Report in Amazon Seller Central is a way that Amazon FBA sellers can identify the keywords used by customers to discover their products.
This tool allows a detailed view of the search terms that are actually driving traffic and conversions, so product listings can be matched more effectively with customer intent.
Knowing how customers search enables Amazon FBA sellers to match their product titles, bullet points, and backend keywords to different types of customer intent.
For instance, informational intent keywords tend to include words such as “best,” “top-rated,” or “comparison,” which suggest the customer is still researching. Transactional intent keywords, on the other hand, tend to include words such as “buy,” “discount,” or “free shipping,” indicating that the customer is closer to making a purchase.
Amazon FBA sellers can then use this information to optimize listings to capture both intent types. They can also eliminate keywords that are irrelevant or poorly performing to streamline their ads and organic search performance.
If the Search Terms Report shows that customers often look for “best laptop for video editing,” this is an example of informational intent. Amazon FBA sellers can exploit this by incorporating relevant keywords such as “video editing laptops” into titles and descriptions.
However, words like “buy Dell XPS 15” will denote transactional intent, through which Amazon FBA sellers may add a very compelling CTA, such as “Limited Stock, Buy Now,” for conversion.
Amazon Coupons enable Amazon FBA sellers to provide immediate discounts, which creates an impression of value and drives instantaneous purchase decisions.
These coupons are displayed on the product listing as a noticeable badge, which draws attention and increases the click-through rate from transactional buyers seeking deals.
If this were a very expensive high-end laptop, it could carry a prominent display announcing: “Save $50 today with this coupon!” Clearly evident to the product comparison-approaching customer is a significant motivator to act instantaneously.
This is as simple as, for those customers who care about discount coupon offers, for purchasing those skincare items with accompanying smaller coupons-“clip for 10%” offers, because the validity will be a limited one in general. End
Lightning Deals are time-sensitive offers that appear on the Deals page of Amazon and are good for a short period, thereby boosting sales quickly. They are extremely effective in attracting customers with transactional intent because they offer huge savings and a sense of urgency.
The temporary nature of Lightning Deals creates a fear of missing out, or FOMO. Transactional shoppers, already set up to purchase, are then more likely to act within a quicker time frame to win a time-sensitive offer.
The offers are highly noticeable and found on the Deals page as well as embedded in product pages for maximum impact.
A seller selling a gaming headset might include a Lightning Deal: “50% off gaming headsets for the next 4 hours.” The time limit creates a sense of urgency, which encourages customers, especially those actively looking for related products, to take action. For a seller, this can translate to a sharp increase in sales in a very short time.
The “Buy More, Save More” promotion encourages the customers to buy multiple units or bundles of the same product with tiered discounts. This strategy performs particularly well with transactional intent customers looking to maximize value and savings on their purchase.
Customers are always attracted to opportunities where they can save more money when buying in larger quantities. For the shopper with transactional intent, tiered discounts give them a clear incentive to increase the order size for the seller’s revenue increase and perceived savings of the buyer.
A skincare seller could offer: “Buy 2 and get 15% off” or “Save $10 when you buy 3 face creams.” This offer encourages customers to purchase more units than they originally intended, increasing the order value and boosting sales.
Amazon FBA sellers of office supplies or household essentials can also benefit by marketing bulk discounts for frequently purchased items.
Start Optimizing Today with AMZ One Step
Hi there! I’m the content marketing and branding specialist for AMZ One Step. I work hard to create engaging and informative content that helps our readers learn more about Amazon selling and how to make the most of their businesses. I love spending time with my family and exploring literary works when I’m not writing or working on projects.
As an Amazon FBA seller, you’re always looking for the next strategy to outpace competitors…
Amazon’s Influencer Program is the new way that any seller cannot afford to ignore…
A product is the frontrunner on Amazon, with all the attention in the world. You…
Among the thousands of products fighting for attention in the Amazon marketplace, gaining a shopper's…
Your product image is a silent salesperson who talks volumes. It is one of the…
customers decide to buy within moments: your product pictures are your first impression—and often your…