Amazon has completely revolutionized online selling. Thanks to their incredible presence, they have millions of people coming to the website every day looking to buy items. This means that as an Amazon seller, you can list your items on their website and make ongoing free, organic sales without having to pay for ads and traffic.
And this sounds great… until you hit the sales ceiling. We’ve noticed that for many Amazon business owners, once they hit the 6-figure & 7-figure mark, they start to encounter this problem. There are only so many visitors coming to Amazon looking to purchase your products.
If you want to make even more sales and scale your business, then you’re going to have to go in-search of prospective customers who don’t know they want their product yet – but will buy it if you put it in front of their face. Which means you’ll need to wade into their territory of paid ads.
So – should you simply just run paid ads/traffic to your Amazon listings? No, because there is a much better solution: you can run it to your own store.
Amazon Is Expensive for Running Paid Ads
When you sell on Amazon, you get the advantage of free organic traffic, but it comes at an expense – the fees. Most sellers end up paying about 15% in commission. If you’re running paid traffic, then you have the power to direct it to any site you like – including your own store and only pay the fees for your credit card processor.
For example, we usually recommend Amazon sellers create their stores with Shopify since it integrates with Amazon and because it’s streamlined, almost anyone can set up a professional looking store within minutes. If customers buy from your store and pay with Shopify Payments, you’ll only be paying 2.9% + a 30¢ transaction fee vs. the 15% commission fee. And when you’re running paid traffic, every bit of money you can save counts.
Amazon Doesn’t Let You Collect Leads
Running paid ads can be expensive. Oftentimes, advertisers don’t make money on the initial sale and look to merely break even – with the real profits being in lucrative remarketing. Unfortunately when you direct your traffic to an Amazon listing, you don’t get to collect the leads. You can pixel the visitors for further remarketing, and you can’t add their email addresses to a newsletter list.
Of course, if you sell in your own store, you can. This is another big reason we recommend most Amazon sellers to use Shopify for their private stores, because it’s very easy to add Facebook tracking pixels and integrate email marketing apps with your store (our favourite for Shopify is MailChimp).
The Easy Solution: Combine Shopify and Amazon Together
If you want to run paid ads, then you really need to create your own private store. For this, we strongly recommend Shopify because it integrates with Amazon. Because they work together, it makes it very easy to manage your sales/inventory which is crucial. That means you can still keep getting your organic sales on Amazon, but you can run paid traffic to your Shopify store and sell your products on there:
- Once you’ve connected your Amazon account to your Shopify store, you can take products already listed on Amazon and just add them into your store.
- You can manage inventory through your Shopify dashboard. You can choose to either merge inventory, or have separate inventory amounts for your Amazon/Shopify listings. This way you don’t have to worry about running out of stock.
- You can set separate prices for your items on Amazon and Shopify. A lot of sellers list items in their Shopify store at a discounted price since they have less fees to pay (it’s also a great way to poach sales away from Amazon so you can collect the leads).
Shopify even allows you to set it up so that you can fulfill orders made in your store with the Amazon FBA warehouses. It means you get to have the best of both worlds – you get to sell on your own site, collect the sales/leads and skip the huge commission fees – but still let Amazon seamlessly fulfill orders for you.
Want to try Shopify for yourself? Click here to get a free 2-week trial now (please note – this is an affiliate link)