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Maximize your Amazon store’s growth: a guide to using search and compare pages

By Sam Sank, Roundforest | May 08, 2024
Maximize your Amazon store’s growth: a guide to using search and compare pages

Guest post by Roundforest.

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Attracting high-intent consumers

One of the biggest challenges as a seller on Amazon is knowing how to bring more consumers to your store. Not only that, but the key is attracting high-intent consumers—those who are embarking on a meaningful eCommerce journey with the end goal of making a successful purchase. The question remains: where do we find such high-intent consumers and how do we bring them to our Amazon store?

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The answer is marketing. Yet, navigating the complexities of the marketing world can be intense, and it’s unlikely that you have the time to work on a marketing strategy, especially when there are a million other things on your mind when it comes to running a successful eCommerce business. You have so many things to worry about—being on top of your supply chain, overseeing your accounting books, managing your stock, creating and maintaining an attractive brand. These are just a few of the many hats you need to wear as part of your responsibilities for an eCommerce business.

The crucial role of marketing

Marketing is no less crucial than any of these tasks, and truth be told, it’s arguably the most critical because if you don’t bring consumers to your store, then you won’t make any sales, and without sales, there is no business! Delegating the marketing of your store can be a game-changer, and here we are going to delve deeper into one particular channel that you can use to promote your Amazon store and bring more sales to your business.

The power of search engines

It is said that over 40% of customers begin their eCommerce journey by using search engines like Google and Bing. Taking advantage of this statistic can be a key driver of growth for your Amazon store, and catching consumers at the beginning of their shopping journey is a tried and tested method for boosting the sales of your products online.

Organic vs. paid search results

There are two main ways that your products or Amazon store will be shown as results in a search engine: organically or as an ad. Organic results, determined by Search Engine Optimization (SEO), are compiled by the search engine based on what it determines to be the most relevant result according to the search term. As you can imagine, it can take years to get recognized in this way with everyone on the internet trying to be the most relevant search result for search terms that most interest them. Paid search can be just as competitive, but it is far more achievable in terms of results. You can create your own paid search marketing campaigns for search terms and keywords that are relevant to your Amazon store, but who has the time to do this? It’s better to leave it to the experts.

The rise of product comparison sites

In recent years, we have seen the rise of product comparison sites leading the way in capturing this high-intent traffic from search engines. Their expertise in this area means that billions of consumers visit such pages every year, with these product comparison websites becoming a significant part of the eCommerce journey for many consumers.

Opportunity for collaboration

You’ve probably already seen and noticed some of these pages online when searching for eCommerce products yourselves. Now is the time to work together with them in order to boost your sales volume on Amazon. Many of these sites have affiliate programs that give Amazon sellers the opportunity to have their products promoted, bringing additional traffic to their stores and boosting their Amazon sales with these high-intent consumers. Let’s take a look at an example of one of these product comparison sites: BestReviews.Guide.

When browsing the internet in search of a specific eCommerce product, you may have already come across some of their pages, which is already a sign of their considerable strength in the world of search engine results. One of the biggest benefits of this website is that it covers such a wide range of categories. It is thought that there are over half a million different pages dedicated to product categories on BestReviews.Guide, which means that they can cover any product that you are selling in your Amazon store, no matter what the category is.

Focused comparison pages

Here you can see a very specific category that is covered as a product comparison page that a consumer would arrive at after seeing the link as part of the search engine results.

Let’s say that you are wondering how to bring customers to your Amazon store for a product that you find hard to market, then working together with a product comparison website solves this for you. You don’t need to worry about finding potential customers for such products; instead, those eCommerce consumers will come straight to your store having found your products on the comparison sites.

Strategic partnerships with comparison sites

Sites like BestReviews.Guide offer consumers a balanced eCommerce experience by showing the best, most relevant, or most suitable products in these plethora of categories. Among these listicles, they also strategically promote the products of the sellers working for them. This is how they are able to really boost your Amazon sales. By showcasing your products on the lists that receive millions of monthly unique users, your exposure to new consumers spikes to a level that you would not have achieved without this marketing channel.

Product comparison sites often have a loyal and returning user following, which means that if your products get featured there then the exposure for your business is huge and it’s totally free!!!

BestReviews.Guide, as an example, receives up to 30 million unique users a month, so just imagine the benefit to your business knowing that such large numbers of dedicated eCommerce shoppers suddenly are seeing your products on their screens.

More strategic Amazon store owners will use these product comparison sites as a channel to showcase new products and brands, to jumpstart their sales cycle.

A risk-free business arrangement

What’s more, the partnership agreement in place with such product comparison sites favors Amazon businesses, whereby a commission is paid only on sales that are generated via their promotion of your products. There are no additional costs aside from the commission; no setup fees, no monthly fees, nothing. You only pay once a sale is made, and even further than that, there is no payment for any canceled or returned items.

For those who are familiar with affiliate programs, it is traditionally a business agreement that is based on a monthly retainer or cost in order to maintain the program, in addition to the commission on sales.

Alternatively, other programs run on a cost-per-click (CPC) model, whereby the seller pays for every time a user clicks on their product rather than on a sale made. This is a costly approach as the clicks often don’t result in sales. Moving to a cost-per-sale or revshare business model is far more advantageous as it means you are only ever paying for sales made rather than general traffic.

Such a risk-free business arrangement is pretty much a no-brainer when it comes to trying to increase your Amazon sales and enhance the marketing capabilities of your eCommerce business. For any eCommerce business that is set on growing its sales, Roundforest is a fantastic opportunity. 

Roundforest is an eCommerce experience designed for online consumers to help with their shopping decisions. They have two main offerings; a product comparison tool and a deal curation hub. Check out their affiliate program here.


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