The Amazon flywheel is a strategy that centers on providing the best experience for customers in order to drive traffic to the platform. It was introduced by Jeff Bezos in 2001 and continues to be the guiding strategy that has catapulted Amazon to one of the most valuable companies in the world.
The flywheel is the relationship between your brand’s organic rankings, the performance of paid ads, prices, and overall customer experience and overall profit. The idea is that you feed any part of the flywheel to get your customers happy. Once you have happy customers they will return and drive traffic/sales. More sales leads to higher organic rankings which leads to more sales.
Companies must find their own flywheel in order to become unstoppable on Amazon. Initially, it takes a lot of force to allow the flywheel to start spinning but as momentum builds, the wheel rotates more efficiently. As it turns, it also stores energy for later release. When it gets momentum, it releases energy and then becomes unstoppable!
81% of product views come from organic search and great page content drives organic search performance, so before you start putting together a media plan for Amazon ads, take a step back and evaluate your brand pages and organic presence. A brand’s organic presence can be broken down into 4 main components: title, description, images and product bullets.
Although Amazon is primarily an e-commerce platform, it can still be used like any other channel to engage with your customers, i.e. your Facebook page or Instagram profile. It’s not a static PDP or PLP to create and forget about. It's important to engage and interact with customers and change your content regularly, just as you would on a social channel. Include user-generated content in image carousels and ensure product pages are flexible and interactive.
Approaching Amazon as part of your omnichannel retail strategy will result in an overall lift on your entire business, including brick and mortar stores. Data shows that 84% of smartphone shoppers use their phones while at physical stores, and just think...they could be using your dynamic page content to make a purchase decision!