Cross-promotions on Amazon are a proven way to increase sales and average order value by bundling related products. This strategy leverages Amazon’s algorithm and tools like “Frequently Bought Together” to suggest complementary items, helping sellers boost revenue while improving product visibility. Whether you’re a new seller or an established brand, cross-promotions can help move slow inventory, highlight new products, and encourage repeat purchases.
Key Takeaways:
- What It Is: Cross-promotions pair complementary products to encourage larger purchases.
- Why It Works: Boosts sales by up to 20% and profits by 30%, while increasing exposure for your catalog.
- Who Benefits: Suitable for all sellers – new, established, or even single-product businesses.
- How to Do It:
- Use Amazon’s tools like Seller Central data and Brand Analytics to identify product pairings.
- Create bundles, multi-item promotions, or leverage Amazon Brand Stores to showcase offers.
- Optimize listings with keywords, images, and descriptions for better visibility.
- Run targeted ads (Sponsored Products, Brands, and Display) to reach the right audience.
By following Amazon’s rules and tracking metrics like conversion rates and average order value, you can refine your campaigns for better results. For advanced strategies, consider AI tools, off-Amazon marketing, and seasonal promotions to stay competitive. Start implementing these steps today to maximize your sales potential.
Boost Amazon Sales with Cross Selling & Upselling Strategies – Subscribe & Save, Bundles & More
Planning Cross-Promotions That Work
To run successful cross-promotions on Amazon, focus on pairing the right products, selecting an effective promotional strategy, and adhering to Amazon’s guidelines. These steps can help you achieve meaningful results.
How to Choose Complementary Products
Pairing the right products starts with analyzing customer behavior. Dive into Amazon Seller Central data to see which items are frequently purchased together. Tools like Amazon Brand Analytics and customer reviews can uncover natural pairings and inspire new bundling ideas.
The "Frequently Bought Together" section on your product pages is another valuable resource. It highlights product combinations customers already prefer, which can guide your bundling strategy.
Think beyond the obvious. Consider how your products fit into a customer’s daily routine or specific projects. Accessories or related items that enhance the primary product’s value can make for highly appealing bundles.
Take HexClad as an example. In 2024, this premium cookware brand used Amazon Brand Analytics to identify products customers commonly purchased together. They created virtual bundles of these items, resulting in bundles accounting for up to 30% of their Amazon sales.
Amazon’s segmentation tools are also helpful to understand different customer profiles. For instance, a tech-savvy shopper might appreciate a bundle of smartphone accessories, while budget-conscious buyers may prefer essential, no-frills combinations.
Different Cross-Promotion Models
Amazon provides various ways to cross-promote your products, each with its own setup and benefits. Knowing these options can help you pick the right fit for your goals.
Product bundles are a straightforward way to combine items into a single offering. Customers gain convenience and often a slight discount. Amazon makes it easy to create these bundles in Seller Central, but it’s essential that the items genuinely complement each other.
"The key is combining products in unique ways that provide convenience and added value for customers." – Sell on Amazon
Another option is multi-item promotions, like "buy X, get Y free" or percentage discounts. These offers encourage larger orders without requiring permanent bundles, and they automatically appear at checkout.
To maximize cross-promotions, optimize your listings with strategic keywords. This improves how Amazon’s recommendation system pairs your products.
Amazon also offers tools like A+ Content and Brand Stores, which allow you to showcase your products with engaging visuals and storytelling. These tools give you more control over how your bundles and promotions are presented to shoppers.
When pricing cross-sell offers, keep the 25% rule in mind. Research suggests that a cross-sell product should cost no more than 25% of the original item’s price to remain appealing.
Lastly, Amazon Product Targeting lets you feature your products on related product pages. By providing detailed product information and consistent categorization, you can help Amazon’s algorithm suggest your items to the right audience.
Following Amazon’s Cross-Promotion Rules
Amazon has strict policies for promotional activities, and breaking these rules can lead to account suspension or campaign rejection. Knowing and following these guidelines is crucial for smooth operations.
Never use promotions to solicit customer reviews – this is a direct violation of Amazon’s Terms of Service. Instead, focus on highlighting your product’s value and benefits in your promotional messaging.
Certain product categories, like Books, Music, Video, and DVD (BMVD) items or Wine, have specific restrictions on promotions. Always check Amazon’s latest policies for your product category before launching a campaign.
Track your sales performance and gather customer feedback to understand what resonates with your audience. This allows you to fine-tune your promotions to be both effective and compliant.
Set clear timelines for your campaigns. Seasonal products may need longer promotions, while trending items often perform better with shorter, time-sensitive offers.
Social media can amplify your promotions. Driving traffic from platforms like Instagram or Facebook to your Amazon listings during promotional periods can increase visibility and sales.
Promotions are particularly useful during slow sales periods or when you need to clear out inventory. They can also help your product stand out – especially if your offer becomes the Featured Offer – giving your listing a boost in momentum.
Keep a close eye on your campaigns and make quick adjustments to maintain their effectiveness.
For expert help in managing these complexities, you can turn to Exclusiva Inc (https://exclusivainc.com). With these strategies in place, you’re ready to move on to executing your cross-promotions effectively.
How to Run Cross-Promotions on Amazon
Amazon provides a range of tools to help you seamlessly integrate cross-promotions into your strategy, making it easier to boost sales and connect related products effectively.
Creating Bundle and Multi-Product Listings
One of the simplest ways to cross-promote on Amazon is by creating product bundles. These bundles combine two or more complementary items into a single listing, offering convenience for customers and increasing your average order value.
"An Amazon product bundle consists of two or more complementary products sold in one listing. It provides value and convenience, as customers can get everything they need with one click."
– Jungle Scout
Amazon offers different types of bundles, including physical, cross-sell, and virtual options. Virtual bundles are particularly useful for brands enrolled in Amazon Brand Registry using FBA. They allow you to group products without having to physically package them together.
To make your bundles stand out, include the word "Bundle" in the title and specify the number of products in the listing. Use the first bullet point to list each item individually and reiterate the bundle details in the product description. This approach helps set clear expectations for customers.
Each bundle requires a unique UPC and should feature products that genuinely complement each other. If you’re bundling items from different brands, label the bundle by the most expensive product and avoid generic items that could hurt your listing’s performance.
Pricing is critical for bundles. Analyze your sales data to identify products frequently purchased together and create bundles that offer clear savings. Pairing slow-moving items with best-sellers can also help move inventory and attract more buyers.
"Bundling is an effective way to move slow-selling items. By pairing less popular products with top sellers, you can make them more appealing to customers."
– Sell on Amazon
Don’t forget to optimize your bundle listings with keyword-rich titles, detailed descriptions, and high-quality images that clearly showcase all included items.
Running Cross-Promotion Ads on Amazon
Once your bundles are set up, Amazon’s advertising tools can help you reach a wider audience. A combination of Sponsored Products, Sponsored Brands, and Sponsored Display ads can target customers at different stages of their buying journey.
Sponsored Products ads are a cornerstone of Amazon advertising and work well for both individual products and bundles. Focus on Top of Search placements by increasing bid adjustments by 50–100%, which can significantly improve click-through and conversion rates.
Sponsored Brands ads allow you to promote multiple products in one campaign. For example, you can create virtual bundles by grouping 2–4 related ASINs into a single ad, boosting average order value and encouraging cross-sales. These ads are even more effective when linked to your Brand Store, as shoppers tend to spend twice as much time exploring your products.
Sponsored Display ads are perfect for retargeting. Use audience targeting to reach shoppers who have viewed related items, reminding them of your bundles or complementary products. This approach can lead to higher conversions.
Video advertising is another powerful tool. Sponsored Brands Video and Streaming TV Ads offer engaging ways to highlight the value of your bundled products.
Using multiple ad placements can amplify your return on investment. A survey found that 59% of shoppers are more likely to purchase from brands they’ve seen advertised on Amazon. Tools like Amazon Marketing Cloud (AMC) can provide valuable insights into campaign performance. By leveraging AMC for audience targeting, advertisers have managed to lower customer acquisition costs by up to 40%.
Keep an eye on placement reports and adjust bids based on performance, as different placements can yield varying results.
Using Amazon Brand Storefronts for Cross-Promotions
Your Amazon Brand Store is a powerful tool for showcasing cross-promotional opportunities. It acts as a central hub where you can highlight your entire product range and create an immersive shopping experience.
"Your Brand Store is your dedicated place on Amazon to differentiate your brand, drive sales, and build loyalty with millions of shoppers."
– Amazon Ads
Shoppers who visit a Brand Store are 62.7% more likely to make a purchase compared to those who don’t. They also tend to buy more frequently, add more items to their cart, and have a higher average order value.
To maximize these benefits, structure your Brand Store thoughtfully. Dedicate pages to product categories, seasonal collections, or special bundles. Use the homepage to spotlight top cross-promotional offers and guide visitors toward related products.
Storytelling can make your Brand Store even more effective. Create subpages that highlight the benefits of your flagship items and show how they work with other products in your catalog. Seasonal or holiday-themed pages can also encourage customers to explore and discover new combinations.
Drive traffic to your Brand Store through Sponsored Brands ads, Amazon Posts, and external marketing channels.
Real-world examples illustrate the value of a well-optimized Brand Store. In 2023, Nespresso increased its store views by 21% by creating an engaging shopping experience, while Dream Pairs, a shoe retailer, saw a 50% increase in store views and a 74% growth in order size since June 2021 by leveraging Stores and Posts.
Keep your Brand Store fresh by updating it regularly – at least once per quarter – and reviewing it monthly to ensure it meets customer needs. Updates like seasonal promotions, new product launches, or changes based on customer preferences can introduce fresh cross-promotional opportunities.
Consistency across all touchpoints is key. Ensure your messaging, visuals, and tone are uniform across your Brand Store, product listings, and ad campaigns. This creates a seamless experience that builds trust and encourages larger purchases.
Use Amazon’s analytics tools to track metrics like page views, dwell time, and conversion rates. This data will help you refine your strategies and optimize your store layout for better cross-selling results.
For expert help in crafting and executing successful Amazon cross-promotion campaigns, check out Exclusiva Inc, experts in Amazon marketing services committed to boosting your sales and building customer loyalty.
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Tracking and Improving Cross-Promotion Results
Once you’ve planned and executed your cross-promotion campaigns, the next step is tracking and refining your efforts. Monitoring performance and making data-driven adjustments are essential for keeping your campaigns on track and ensuring they deliver results. Without proper measurement, you’re essentially guessing – and that’s no way to maximize your return on investment.
Key Metrics to Track
To gauge the success of your cross-promotion efforts, focus on metrics that directly influence your bottom line. Conversion rate is a critical indicator of how well your campaign is performing. For context, Amazon’s average conversion rate is 9.87%, while a typical range for most campaigns is between 2%–5%. If your numbers fall short of these benchmarks, it’s time to rethink your strategy.
"If I had to choose one stage of the sales funnel that is particularly important, I would say that increasing sales conversion rates is the most critical. If we can improve our messaging, streamline our process and provide social proof, we can then increase the number of customers obtained with the same amount of leads." – Ken Krystofik, Head of Client Development, Intellisea
Another important metric is Average Order Value (AOV), which tells you whether your cross-promotions are encouraging customers to buy more per transaction. Calculate it by dividing total revenue by the number of orders. If your AOV is climbing, it’s a sign that your bundling and cross-selling efforts are hitting the mark.
Return on Ad Spend (ROAS) is another key figure, showing how much revenue you generate for every dollar spent on advertising. As Sam Yielder, Paid Media Executive at Squidgy, puts it:
"Our clients care the most about ROAS. Making money is the aim of the game at the end of the day."
Other metrics to keep an eye on include Advertising Cost of Sales (ACoS) and Total Advertising Cost of Sales (TACoS), which help you understand how much of your revenue comes from ads versus organic sales. Cost Per Acquisition (CPA) shows how much you spend to gain a new customer, while Percent of Sales New to Brand indicates how well you’re attracting first-time buyers. Together, these metrics provide a clear picture of your campaign’s performance.
Amazon Analytics Tools for Cross-Promotions
Amazon offers a range of built-in analytics tools to help you measure and analyze your cross-promotion campaigns. Tools like Brand Analytics provide insights into customer search behavior and purchasing trends, allowing you to identify which products are frequently viewed together. Campaign Manager offers detailed data on advertising performance, including placement reports to identify the most effective ad positions. For operational insights, Amazon CloudWatch tracks application performance and helps you address any resource or performance issues quickly.
During peak shopping periods, such as holidays or Prime Day, frequent data checks – ideally daily – can help you seize opportunities and troubleshoot problems as they arise. Key performance indicators like sales velocity, conversion rates, and inventory turnover give you a comprehensive view of how your cross-promotions are impacting overall business performance. With these tools, you can continuously fine-tune your campaigns for better results.
Testing and Refining Your Campaigns
The difference between average and standout cross-promotion campaigns often comes down to testing and refining. A/B testing is a powerful way to optimize your creative assets, targeting methods, and landing pages. Focus on testing one element at a time – such as headlines, images, or calls to action – to pinpoint what drives performance. Amazon’s Manage Your Experiments tool makes it easy to test titles and images directly on the platform.
Experiment with different targeting strategies to find what works best for your products. Try category-based versus competitor-based targeting, broad versus phrase match keywords, or product versus category targeting. Landing page optimization is another area worth exploring. Test different destinations, such as individual ASIN pages, your Store homepage, or collection-specific pages, to see what resonates most with your audience.
Here’s a real-world example: Channel Key revamped its ad campaigns by focusing on high-performing keywords and ASINs identified through Brand Analytics. By tailoring campaigns for business buyers and using dynamic bid adjustments, they achieved a 106% improvement in ROAS, a 50% reduction in TACoS, and a 612% increase in total ad sales.
Negative keywords are another tool to improve efficiency. Regularly review search term reports to identify terms that generate clicks without conversions, and add them to your negative keyword lists to avoid wasting ad spend. Keep an eye on campaign reports, focusing on metrics like ACoS, click-through rate (CTR), and conversion rate, to spot trends and patterns rather than reacting to isolated data points.
Document your findings as you test and optimize. Building a knowledge base of what works allows you to apply successful strategies across multiple campaigns while continuing to experiment with new approaches.
For expert help in tracking and optimizing your Amazon cross-promotion campaigns, you might consider reaching out to Exclusiva Inc. They offer advanced analytics and proven strategies to help you get the most out of your advertising efforts.
Advanced Cross-Promotion Strategies for 2025
In Amazon’s ever-competitive marketplace, basic cross-promotion tactics just don’t cut it anymore. To thrive in 2025, brands are stepping up their game with advanced strategies that blend technology, multi-channel approaches, and new trends. While these methods demand more effort and resources, they’re becoming essential for staying relevant in an evolving landscape.
Connecting Off-Amazon Marketing to Cross-Promotions
Smart sellers are now linking their off-platform marketing efforts with Amazon campaigns to create seamless, multi-touchpoint experiences. This approach not only increases conversion rates but also boosts customer lifetime value.
Here’s why cross-channel marketing works: brands utilizing it see up to 30% higher conversion rates, and customers engaged across multiple touchpoints tend to have a 20–30% higher lifetime value. Social media plays a big role here – 54% of consumers say their purchase decisions are influenced by platforms like Instagram and Facebook.
For example, combining Amazon Ads with social media retargeting can significantly improve results. Start by targeting audiences on Amazon based on interests that match your social media demographics. Then, use retargeting ads to re-engage users who interacted with your social posts but didn’t make a purchase.
Email marketing is another powerful tool when paired with Amazon Direct Response Ads. Segment your email list to send personalized offers and exclusive discounts, including direct Amazon links. Follow up with time-sensitive promotions and pair these emails with Amazon Sponsored Product ads to maximize visibility. The stats back this up: 50% of consumers have made purchases from email campaigns, compared to 48% from social media ads.
Content marketing is also a great way to build trust while driving traffic to your Amazon Storefront. Share helpful guides or curated "top picks" lists and include links to your products. This kind of content not only answers common customer questions but also highlights unique product features, making the shopping journey smoother.
SEO integration takes things a step further. Use search-optimized blog posts, product pages, and Google Ads to direct external traffic to your Amazon listings. By including strategic keywords and tracking which sources drive the most conversions, you can refine your strategy for even better results.
"Promoting your newsletters on your social channels can help with cross-pollination: subscribers who are already opted into one newsletter could opt in for others if they already like your brand."
– Tracie Pang, Sr. Product Manager at MGM Resorts International
Influencer marketing, when combined with Amazon Affiliate Programs, is another effective strategy. Partner with influencers whose followers align with your target audience. Encourage them to create product demos, testimonials, or lifestyle content featuring your products. Since 92% of consumers trust recommendations from people they know, and 70% trust online reviews, this approach is highly impactful.
Finally, tools like Amazon Attribution let you track how external channels contribute to your Amazon sales. Use this data to identify which efforts are driving the most conversions and fine-tune your campaigns accordingly.
Using AI and Automation for Cross-Promotions
AI and automation are transforming cross-promotion campaigns, making them more efficient and scalable. In early 2024, 34% of sellers were already using AI for their listings, and that number is expected to grow.
AI-powered tools are particularly useful for managing ad bids. These tools adjust bids in real time based on performance metrics, helping you achieve better returns. For creative tasks, Amazon’s AI Creative Studio automates repetitive processes, freeing up time for strategic planning.
Personalization is another area where AI shines. By analyzing customers’ past purchases and browsing habits, AI can help you create targeted ads that are more likely to convert. This ensures your promotions reach the right audience at the perfect moment.
Rule-based automation simplifies campaign management. For example, you can set up rules to automatically pause underperforming ads, increase bids for high-performing ones, or adjust budgets based on real-time data. As optimization expert Matthieu Tran-Van puts it:
"Rule Engine is certainly one of the amazing sections of Optmyzr because it’s really like your dedicated, highly flexible, and scalable optimization hub where you can automate a lot of very valuable optimizations for your clients with infinite customizations."
– Matthieu Tran-Van
By automating these tasks, you can keep your campaigns running smoothly without constant oversight.
New Trends and Opportunities
Emerging trends are reshaping the cross-promotion landscape, offering fresh opportunities for sellers who are quick to adapt.
Video ads are now a must-have for Amazon advertisers. Sponsored Products still dominate sales, accounting for about 80% of total revenue on Amazon. However, video content is driving higher engagement rates. Sponsored Brands Video (SBV), featured at the top of search results, is particularly effective for showcasing product bundles or complementary items.
AI-powered shopping is another game-changer. With traffic from generative AI tools to U.S. retail sites increasing by 3,300% year-over-year, optimizing your listings for AI discovery is crucial. Use clear, descriptive language that AI tools can easily process and recommend.
Custom audience creation is opening new doors for targeted campaigns. For instance, you can create audience segments based on specific behaviors, like shoppers who clicked but didn’t buy or new-to-brand customers who need an extra nudge. Tailor your messaging to these groups for better results.
Insights from Amazon Marketing Cloud (AMC) are also helping sellers refine their strategies. By analyzing where your audience is most active, you can optimize your ad placements and budget allocation across different channels.
Seasonal packaging is another trend gaining traction. One Envision Horizons client saw a 4× increase in impressions by launching a holiday-themed starter set, while another experienced an 85% boost in product kit sales by rolling out holiday sets in early November. These examples show how seasonal strategies can create buzz and drive sales.
Amazon’s warehouse expansion also signals new opportunities for sellers. With the platform accounting for 25% of the $9 billion invested in new warehouse development nationwide, sellers can expect continued growth and new markets for their campaigns.
As Peter Sims from Velocity Sellers advises:
"You shouldn’t be measuring success in how many sales you get on the day, but also looking at where your keyword ranking is now and where you’re sitting on the search results page."
– Peter Sims
The takeaway? Focus on long-term growth while staying adaptable. Keep an eye on competitor strategies and market trends, and don’t be afraid to experiment with discounts, Amazon Vine reviews, and external traffic to boost visibility for new products. For those looking to fast-track their success, partnering with experts like Exclusiva Inc can make all the difference. They specialize in advanced PPC management, AI-driven optimization, and multi-channel marketing tailored to Amazon sellers.
Conclusion
Cross-promotions on Amazon can be a game-changer for boosting both sales and profitability. The numbers don’t lie: cross-selling tactics have the potential to increase sales by 20% and overall profits by 30%. It’s no wonder why top sellers on the platform are making these strategies a key part of their approach.
To get started, focus on the basics – use deals, coupons, and bundle listings to drive immediate sales. Once you’ve nailed these foundational tactics, dive deeper. Analyze Amazon’s data to uncover customer behaviors and build detailed buyer personas. These personas can help you tailor your offers and maximize your long-term growth. Many successful businesses rely on this approach to strengthen their value proposition and hit revenue goals.
Make sure your product listings are optimized with the right keywords, compelling titles, and high-quality images. These elements aren’t just about visibility – they’re the backbone of effective cross-promotions. Without strong listings, even the best cross-sell offers may fall flat.
As you gain confidence, explore advanced strategies like timing your promotions strategically, experimenting with dynamic pricing, and running A/B tests. Amazon’s platform makes it easy to test and refine your methods until you find what works best for your products and audience.
One key tip: follow the 25% rule to keep your cross-sell offers appealing and natural. Regularly monitor your performance metrics through Amazon Seller Central and adjust your strategy based on what the data reveals. Cross-promotions aren’t a one-and-done effort – they demand consistent fine-tuning to stay effective.
Take advantage of new tools, like AI automation, to streamline and improve your strategies over time. Start with the essentials – planning complementary product offers and tracking results – then gradually incorporate more advanced techniques as you see success.
If you’re looking to supercharge your efforts, consider partnering with Exclusiva Inc. Their expertise in PPC campaigns, listing optimization, and advanced analytics can help you execute these strategies effectively while you focus on scaling your business.
There’s no better time to act. Begin implementing these strategies today and unlock the full potential of your Amazon business.
FAQs
How do I select the best complementary products for cross-promotions on Amazon?
When selecting complementary products for cross-promotions on Amazon, think about items that naturally go hand-in-hand and improve the overall experience for your customers. For instance, if your store features workout gear, pairing it with yoga mats or water bottles makes perfect sense. Offering these items as a bundle at a discounted price can make the deal even more attractive.
You should also dive into your sales data and study customer purchasing patterns. By identifying products that are often bought together, you can create cross-promotions that are both relevant and more likely to drive additional sales.
What Amazon tools can help me boost my cross-promotion efforts?
Amazon provides a range of tools to help you strengthen your cross-promotion efforts and increase sales. Among the standout options are Sponsored Products, Sponsored Brands, and Amazon DSP, which enable targeted advertising to reach the right audience. Additionally, you can take advantage of product bundles and promotional discounts to encourage customers to buy multiple items at once. These tools not only improve product visibility but also create a more unified marketing strategy.
For sellers aiming to optimize their campaigns, Amazon’s analytics tools offer valuable insights into performance metrics. These insights can help you fine-tune your strategy for better results. By using these features together, you can develop a cross-promotion plan that drives sales while reinforcing your brand’s presence on Amazon.
What steps should I take to ensure my cross-promotions comply with Amazon’s guidelines?
To align with Amazon’s promotional guidelines, prioritize clarity and honesty in your offers. Be upfront about promotion details, steer clear of misleading statements, and ensure that discounts are based on accurate pricing – such as matching or being lower than the lowest price within the past 30 days.
Additionally, adhere to Amazon’s specific rules for promotional codes and offers. Double-check that all terms are straightforward and clearly communicated to customers. By following these practices, you can build trust, avoid policy issues, and run effective cross-promotions without complications.
