How Handmade Sellers in Australia can Use Amazon Ads to Compete With Big Brands

TL;DR

• Set up your Amazon Handmade account and optimize your product listings with detailed descriptions and keywords.
• Use Sponsored Products, Sponsored Brands, and Sponsored Displays to increase visibility and sales.
• Target niche keywords and use long-tail terms to stand out from big brands.
• Start with a small budget and gradually scale up while monitoring ad performance.
• Leverage customer reviews, social media, influencers, and email marketing to drive traffic to your Amazon listings.
• Track your ad performance regularly and optimize your campaigns to improve results and reduce costs.
  

Did you know that 70% of Amazon shoppers never go past the first few products in search results. For handmade sellers in Australia, this presents both a challenge and an opportunity. Competing against big brands can feel overwhelming, but with the right strategy, you can boost your visibility and drive sales no matter how small your business is.

Amazon offers powerful advertising tools that can help handmade sellers stand out in a crowded marketplace. From Sponsored Products to Sponsored Brands and Sponsored Displays, Amazon’s ad options allow you to target the right audience and compete with larger competitors.

In this blog, we’ll guide you through how handmade sellers in Australia can use Amazon ads to level the playing field. You’ll learn how to optimize your listings, select the best ad types, leverage social media, and measure success all while staying on a manageable budget.

How handmade sellers in Australia can use Amazon ads to compete with big brands?

1. Understand Amazon ads

Amazon product ads can help you reach more customers and grow your brand. These ads place your products in prominent spots, like at the top of search results or on competitor product pages. By running Sponsored Products, Sponsored Brands, or Sponsored Display campaigns, you increase visibility for your handmade goods, driving more traffic to your listings.

It’s essential to select relevant keywords, set a comfortable daily budget, and regularly review your ad performance. Adjusting your targeting and bids over time can improve your return on investment. For handmade sellers, Amazon ads are a valuable tool to boost sales and expand reach.

2. Setting up your Amazon Handmade Seller account

Getting started with Amazon Handmade is straightforward. First, visit the Amazon Handmade application page and sign in with your existing Amazon account or create a new one. Next, complete the application, providing details about your handmade products and business.

Once approved, you can set up your Artisan profile, which serves as your storefront. From there, add your product listings with detailed descriptions, photos, and competitive pricing. Make sure to also set your shipping and return policies. By following these steps, you’ll be ready to sell your handmade creations to Amazon’s vast audience and grow your artisan business online.

3. Creating detailed, keyword-rich product listings

A clear, detailed Amazon listing optimization helps your item stand out and makes it easier for customers to find and choose it. Start with a strong title that includes important keywords. 

For example, instead of just “Handmade Soap,” try “Natural Lavender Handmade Soap – Gentle, Moisturizing, Vegan, Perfect for Sensitive Skin.” This type of title tells customers exactly what your product is and why it’s special.

Next, craft bullet points that highlight the top features and benefits.

Keep the bullet points short and easy to read, focusing on what matters most to your audience. In the product description, add more detail and tell a story. Explain how your product is made, what makes it unique, and how it benefits the customer. 

For example, you could highlight that your soap is cold-processed to maintain skin-friendly oils and is free from harsh chemicals. Including keywords naturally in the title, bullets, and description improves search visibility and helps customers see the value of your product.

4. Choosing the right Amazon ad types for Handmade Sellers

As a handmade seller on Amazon, understanding the different ad types can help you reach more customers and grow your business.

• Sponsored Products: These ads are perfect for promoting individual handmade items. They appear in search results and on product detail pages, making it easier for buyers to discover your unique creations. They’re a great starting point if you want to drive immediate sales.

• Sponsored Brands: These ads highlight your brand’s name and a collection of your products. They appear at the top of search results, helping you build awareness for your artisan shop. Sponsored Brands are ideal when you have multiple handmade items and want to showcase your range, tell your story, and establish customer trust.

   

• Sponsored Display: With Sponsored Display ads, you can reach potential customers both on and off Amazon. These ads show up on product detail pages, shopping results, and even other websites. They help you re-engage shoppers and keep your handmade goods in front of them after they’ve browsed.

By using the right mix of these ad types, you can boost your visibility, attract more buyers, and grow your handmade business on Amazon.

5. Competing with big brands using Amazon ads

When competing with big brands on Amazon, using niche targeting and long-tail keywords can give you an advantage. Large brands often target broad search terms, but you can stand out by focusing on specific, less competitive keywords.

For example, instead of bidding on just “leather wallet,” you could use “handmade leather wallet for men,” which will attract customers looking for unique, handcrafted items. This targeted approach helps you reach the right people without overspending.

Budgeting wisely is also crucial. With a smaller budget, start with Sponsored Products ads and automatic targeting. This lets Amazon find the best keywords for you. After a week or two, review the data to see which keywords are working best, then shift to manual targeting and refine your campaigns.  Start with a small daily budget (AUD $5–$10) and increase it gradually as you see results. 

Finally, leveraging customer reviews is important. Positive reviews build trust, encourage more clicks, and help your product perform better in ads. Products with great reviews tend to get noticed more, leading to increased visibility and sales.

6. Advanced strategies to maximize your reach

To expand your visibility and attract more customers, it’s often best to combine multiple ad types and features on Amazon.

Sponsored Products help you showcase individual items, while Sponsored Brands highlight your entire range. By using both, you can capture the attention of shoppers browsing for specific products and those discovering new brands. This combination increases visibility, improves your brand recognition, and drives more traffic to your listings.

Sponsored Display ads allow you to target shoppers based on browsing history, helping you reach them on Amazon and other sites. You can also retarget those who viewed your products but didn’t purchase them, keeping your handmade goods in front of them and encouraging them to return and buy.

An Amazon Storefront lets you showcase all your handmade products in a branded, custom layout. By combining a storefront with ad campaigns, you can guide traffic directly to a professional-looking, cohesive store page that enhances your brand’s credibility and boosts sales.

7. Promoting outside of Amazon to boost ad performance

Promoting your handmade products outside of Amazon can significantly boost your ad performance. By driving external traffic to your listings, you can increase visibility, improve conversions, and improve your product’s ranking on Amazon.

You can use social media to drive traffic to your listings on various platforms like Instagram, Facebook, and Pinterest are perfect for showcasing your handmade products. Share high-quality images, behind-the-scenes content, and customer testimonials to engage potential buyers. Add links to your Amazon listings in your posts or bio to drive traffic directly to your products.

Partnering with influencers or bloggers who align with your brand can help you reach a wider audience. Influencers can promote your handmade items and direct their followers to your Amazon listings, increasing clicks and sales.

Build an email list and send updates on new products, promotions, or exclusive offers. Content marketing, such as blog posts or tutorials, can also draw traffic to your Amazon store and help create a loyal customer base.

8. Measuring success and optimizing your ads

To ensure your Amazon ads are working effectively, start by tracking key performance metrics. Look at impressions, click-through rate (CTR), cost-per-click (CPC), and conversion rate. Review your Advertising Cost of Sales (ACoS) and Return on Ad Spend (ROAS) to understand your profitability.

Once you have this data, identify what’s working and what isn’t. If certain keywords perform well, consider increasing your bids. Test new targeting strategies for low-performing keywords or ads, or revise your product listings to better align with shopper intent.

By regularly analyzing results and making adjustments, you can refine your campaigns, lower costs, and improve overall performance.

Common mistakes handmade sellers make with Amazon ads

• Not improving product listings before running ads
• Using broad, competitive keywords
• Forgetting to get customer reviews
• Not checking ad performance and making changes
• Spending too much without a clear goal
• Relying only on automatic campaigns without testing manual ones
• Not using backend keywords properly
• Not trying different ad types or images
• Running ads without a strong brand identity
• Not promoting products outside of Amazon, like on social media or with influencers
  

Wrap up

Competing with big brands on Amazon Australia might seem challenging, but with the right Amazon ads strategy, you can level the playing field. By optimizing your listings, targeting niche keywords, running the right ad types, and promoting outside of Amazon, you can boost visibility and drive sales for your handmade products. Remember, consistency and tracking performance are key to long-term success.

If you need expert guidance to make the most out of your Amazon advertising, our experienced Amazon experts can help. We specialize in creating customized ad strategies that elevate handmade sellers, ensuring your products get the attention they deserve.