How to use Amazon Frequently Bought Together to upsell your products

Amazon Frequently Bought Together

Studies show that the practice of upselling on eCommerce platforms can increase revenue by up to 20%. For some businesses, increased conversion rates at this level can make or break a business. If you want to remain competitive, you’ll want to get your products in the Frequently Bought Together Amazon category.  

Below, we will go through what this category refers to and how you can get your products to be part of this highly-desired position.

1. What is “Frequently Bought Together” on Amazon?

Amazon Frequently Bought together section

Most often, items shown in this category are complementary to the product being currently viewed. For example, you are probably thinking about grill supplies if you are buying a new grill. So, you’ll likely see spatulas, gloves, and meat thermometers in this section. 

Amazon’s recommendation algorithm isn’t always about finding the most appropriate item, however. There are other performance standards that Amazon expects from people who meet this category. 

So if you are already actively pursuing the buy box, you’ll be on the right track for being featured here as well. This is just another position you can take advantage of to increase your potential for a sale. 

Finding appropriate items associated with this category is known as a Product Affinity Analysis.

What is a Product Affinity Analysis?

A Product Affinity Analysis studies buyer behavior to determine how the store might increase upselling potential. Upselling might be referred to as cross-selling in this case. 

Regardless, Amazon automates the analysis process, ensuring that you can use real-time data when purchasing advertising from them. 

All businesses (large and small) need to use product analysis to determine what works. Affinity analysis is prevalent in physical and online stores. 

If you have a personal website, analyzing your “heatmap” is a great way to find out where your customers are clicking. If you use Amazon Multi-Channel Fulfillment, finding out where people click can tell you where to put your most important stuff. 

Upselling on Amazon using Frequently Bought Together

2. How Does It Help A Seller

You might say that there is no guarantee that you’ll make a sale if something is in this section. You are right; you can’t guarantee anything regarding sales. Instead, you put yourself in the best position to do so by taking every opportunity. 

Standard marketing metrics tell us that you are much more likely to sell to existing customers. In fact, the rates of a sale go up from 10% to up to 70% when selling to them. You are better off selling to customers who have already decided to buy your products before. 

Complementary products function very much the same way. For example, Amazon sells numerous multi-year protection plans on specific purchases.. The upsell is easy at this point, as the prospective buyer can already see how the complementary item would be useful. 

If you try and sell warranties by themselves, you are more likely to have the door closed in your face. This is because people buy products because they want to save money or reduce pain. If you can say that this other product will help reduce more pain, that’s your best angle. They are already thinking of ways to make their life easier.

Amazon makes this easy through a process called collaborative filtering.

What is Collaborative Filtering?

Anytime you see the “customers who bought this item also bought” dialogue, that’s an example of this form of filtering. Amazon itself recognizes it as one of the most common methods for making online product recommendations. 

The idea isn’t to see what the customer bought on a single-item basis. Instead, the idea is to match customers into clusters by seeing how their buying experiences work together. This idea is much more accurate than the other forms, as you might find yourself seeing regular ballcaps combined with recommendations for the Communist Manifesto. 

Amazon can do this with relatively little bandwidth because it limits the scope of recent purchases. From the history of Amazon’s algorithmic system, it’s easy to see how this has grown. 

Even in algorithms, marketing your product to people wins. With the Amazon Brand Registry, the world’s most customer-centric company can factor in style and brand preferences. Looking beyond the shopping cart can make some significant differences.

3. What are the Various Features Under “Frequently Bought Together” on Amazon?

Features on Amazon's Freqently Bought Together section

To improve the user shopping experience, Amazon allows prospective buyers to add items with incredible ease. You’ll see this section in three distinct areas:

  • On the product page
  • On the “item added to cart” confirmation page
  • At the bottom of the cart page

In all sections, those who have won the Buy Box on a product will appear. A few checkboxes will allow the customer to add up to two additional items to the cart. Scrolling down lower will reveal other sections for adding more items individually. 

Amazon also allows multiple items to be added from this page with a single click. That means you don't necessarily have to be at the top of this list; you can also be under the secondary “items bought together” category. However, that doesn't mean you should be content staying at number two. 

There are numerous places where you could potentially win this category. Our next section will delve into how you can turn that over. 

4. The Best Ways to Master the “Frequently Bought Together” section on Amazon to Boost Sales

Mastering the “Frequently Bought Together” section

The remainder of this article will be devoted to specific actions you can take to bring you closer to this area. By following these tips, your popular products will get the exposure and purchases they need to find themselves set up for product bundling options.

Tip #1: Research Customer Preferences and Competition

Since it will take you thousands of years to go through every customer’s purchase history, you are going to have to do some creative digging. Because Amazon builds this data off of whoever is browsing, you will need a clean slate. 

First, switch to an incognito mode or to a browser that eliminates search history. That way, the algorithm doesn’t work with your personal preferences. 

Second, research products that are close to what you offer. For example, spatulas go with frying pans, and shower mats go with shower curtains. Try and think about what problem your customer is trying to solve when looking for your products. 

Finally, pay attention to what comes up organically. When your browser has nodata to base it’s search results on, you’ll be able to get an idea of some of the everyday items customers might want. 

The weakness with this strategy comes from the lack of customer data. To supplement this, you can ask around or perform surveys on what customers think. 

Tip #2: Check Out Amazon Trends

Amazon's Trend Report

The Amazon Trend Report contains data on what the most popular sellers are doing to stay on top. In regards to the upsell feature. It’s a good idea to stay on top of what your trends and what your competitors are doing and adjust your strategy accordingly.

For example, the big difference in 2021 was a nearly 60% increase in the purchase of at-home fitness equipment. The pandemic seemed to inspire a home fitness trend.

You can then use the trend data to determine what items would be complementary to home gym equipment. You can also modify descriptions and bullet points to center your product around being good for home gyms. 

You might also look in the Movers and Shakers category to see what complementary products are waiting for you there. The idea is to build the buying process around products that work. Amazon’s recommendation engine will not feature products that aren’t successful. 

Tip #3: Get Great Seller Performance Metrics

Overall,  Amazon will also give preferential treatment to the best sellers. That means you need to prove that you are one of the best of the best. 

Here’s a list of things to focus on when improving your seller rating:

  • Reduce your order defect rate by only offering high-quality products. Be discerning in your product testing process and don’t accept faulty products in your inventory
  • Avoid late shipments by having a defined shipment process. Consider Fulfillment By Amazon (FBA) if you do not want to address the logistics
  • Keep your return rates low by ensuring that the customer can understand your item fully based on the content you provide. Include instructions online and through a product insert. Also, make sure your product is of good enough quality to last for a decent amount of time.. 
  • Be aware of your Inventory Performance Index (IPI) and ensure to have solid inventory management. You want to keep your stock full enough so that it continuously revolves. However, too full means you have to deal with excess inventory, impacting your account health.
  • Work on your Amazon SEO optimization, to keep your exposure and sales rank up on all product listings. That way, you can diversify your potential when adding bundled products. 

Amazon Sellers should strive to be the best in their category. That way, they have various add-on products that might help them hit the “customers who bought this item also bought” category faster. 

Tip #4: Get Positive Seller Feedback

Receiving positive feedback and reviews on Amazon

Another sign of good customer feedback comes when online retailers get reviews. Not all reviews are positive, but your goal is to address the negative reviews in a positive and constructive way.

Positive seller feedback is a sign that you know how to handle all of your performance logistics. By thinking of all the best ways to please a customer,  you are already on the right track. 

You might think that getting positive feedback is pretty difficult on Amazon. You would be correct, but here are some ways to work around that.

  • Include a product insert that requests a review. Ensure that the request does not imply your customer will receive anything for it. Amazon’s TOS is clear on how it is wrong to ask for incentivized reviews. 
  • Ask for a review using automated templates. While smaller sellers can rely on the Request a Review Button, larger sellers need to rely on computerized systems.  
  • Build an email list outside of Amazon to make product announcements so you can receive an immediate sales boost. This activity draws current costumes to your newly released products, increasing sales rank early on. 

Tip #5: Create Advertising Campaigns Directing Customers To Bundled Products

PPC campaigns on Amazon are somewhat limited for advertising product bundles. However, off-site ads lack the same restrictions. 

Amazon Advertising also has access to creating robust ad campaigns that work alongside their vast array of websites. Just make sure that you don’t entirely rely on the Sponsored Products section. 

Below are some other advertising platforms you should consider:

  • Google Ads
  • Facebook Advertising
  • Twitter
  • Instagram

While Amazon Advertising is excellent and Sponsored Ads shouldn’t be ignored, they aren’t great for announcing bundles. 

5. Alternatives to The “Frequently Bought Together” Section

The product description page contains multiple areas where you could potentially be considered a bundle. You might also be considered an alternative in some of these sections. 

Frequently Bought Together
Frequently Bought Together

Although similar to the “customers who bought this item also bought” section, the difference is sight vs. conversion. These aren’t necessarily items sold alongside the product above but might be bought instead of the listed product. 

This area typically appears above or below the “bought” size. This location means greater or equal exposure to both the “Frequently Bought Together” and “also bought” sections.

Being here is just as handy, but what you will receive won’t result in your product bundling. Instead, you’ll likely see increased sales in one area. Many of the same practices above will help in this category as well. 

Frequently Bought Together

The “Customers Who Bought This Item Also Bought” is similar to the “Frequently Bought Together” category. The only difference is that the lower section contains more items and detail. 

You’ll need to scroll down a bit to get to this section. Also, the first few slots in this section will match the “Frequently Bought Together” category. 

While the “Frequently Bought Together” section is the more appealing of the two, there’s still some value in the lower area. There can be several pages, meaning that discerning customers are likely to look through the list. 

That means having products here still offers opportunities for  ofa sale. It’s a sign that you are on the right track to being considered “frequently purchased” more often. 

6. Frequently Bought Together FAQs

Will Increasing My Sales Rank Improve My Upselling Potential?

Yes and no. Increasing sales rank means your likelihood of being in the top slot. But a high sales rank by itself won’t encourage customers to think about bundling your products. 

Instead, you must perform activities to encourage people to buy multiples of your products. While you can manipulate this somewhat using couponing, putting in suitable ads and keywords can help you out more. 

Can You Perform Your Own Analysis To Get This Rank?

Unless you have access to programs with vast swaths of data, you won’t be able to do this. However, using Datahawk’s system to look at top products and their complements is a great way to start. 

It’s vital for you to stick with data-based decisions. Decisions made without data are just shots in the dark, even with those with the best intuition. 

What is Customer Affinity?

Customer affinity is a brand-based element that encourages customers to buy from your brand or product. With Amazon, The Brand Registry exists to encourage their shoppers to link to particular brands. 

Popular brands are more likely to be successful in comparison products. That’s because an engaging brand name is much more memorable than the product.

How Can You Increase Customer/Brand Affinity?

You can increase customer loyalty by engaging with them. Create a social media presence where you can speak directly to them without dealing with Amazon’s limits. Just don’t force your way into their inbox; they have to reach out to you. 

Another form of increasing brand loyalty is by having an engaging and exciting brand name and logo. Make sure customers can easily recognize your brand out of a crowd. 

Combined with upselling features, brand promotion efforts will potentially allow multiples of your items to be bought together, so your “bought together” listing is all you.

7. Wrap-Up

When it comes to items frequently bought together, Amazon has the ultimate access to data based on personalization. Amazon sellers have great potential to take advantage of this item, as complementary items in your stock can grow their conversation rate. 

It isn’t enough to sell individual products from a niche; you’ll want to sell complete solutions. Here’s a quick reminder of some tips you can use to give yourself a chance to be in the “Frequently Bought Together” category. 

  • Consider off-site advertising - this to encourages bundled sales
  • Request positive reviews through product inserts 
  • Write your product descriptions to include how buyers can use them with other items 
  • Focus on providing excellent customer service
  • Provide a high-quality product 

If you would like help determining which products work well together for  your niche, check out our research section. DataHawk’s research compiles compelling information to help you understand how to make effective product bundles. Combine this with Datahawk’s benchmarking tools, and you can grow towards an effective strategy. 

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