Amazon Facebook Ads: Guide to Help You Boost Your FBA Sales

Manana Papiashvili
Manana Papiashvili
Head of Growth at Insense

Running an Amazon FBA store is both challenging and rewarding.

There are lots of things you need to take into consideration all at once, including how to promote your product to your target audience.

There are many ways to do this and running Facebook ads for your Amazon business has proven to be very effective for lots of businesses.

This is exactly what we're going to talk about in this guide. 

To be precise, we’re going to cover:

  • The benefits of Amazon Facebook ads
  • Tips for running successful Amazon Facebook ads
  • Examples of FBA businesses using Facebook ads

Plus, we've got a step-by-step process for setting up your own Facebook ads campaign as an Amazon seller.

We won’t keep you waiting any longer; let’s get started.

[fs-toc-omit]Table of Contents

Does Amazon Allow Facebook Ads?

What are the Benefits of Amazon Facebook Ads?

4 Tips for Running Successful Ads on Facebook for Your FBA Business

5 Examples of Amazon FBA Businesses Running Facebook Ads to Inspire You

How to Set Up Facebook Ads for Amazon Products

Does Amazon Allow Facebook Ads?

Amazon allows Facebook ads according to the Amazon Seller Central; there’s no mention of prohibition when it comes to online advertising methods.

Obviously, this refers to permitted tactics such as TikTok ads, Facebook ads, or user-generated content on social media and not unfair marketing activities that violate Amazon’s selling policies.

To put it simply, there’s nothing wrong with taking advantage of Facebook advertising to promote your products as an FBA business.

On the contrary, it’s an excellent way to gain some traction for your store and drive more sales.

Just to give you an example, Verilux, a company specializing in light therapy products, has its own Amazon store as a way of reaching a wider audience.

Verilux website
Image Source: Amazon

Facebook advertising is also being used to great effect, with the business running ads to drive traffic and promote its products.

Image Source: Facebook

We’ll feature more examples further on, but for now, this is a good case of a business with a presence on Amazon that runs Facebook ads to lead users to a page.

If you’re wondering why this digital marketing method has been used, let’s dive deeper into its benefits to make things clearer.

What are the Benefits of Amazon Facebook Ads?

Facebook has almost 3 billion monthly active users - it’s pretty clear from that metric alone that the platform is one of the go-to places to promote your business, whatever the industry.

Image Source: Statista

According to the same data, there are over 3.5 billion people using both Facebook and Instagram, considering they’re part of the same company.

This is particularly helpful for advertisers because they can promote their businesses on both platforms from the same ad account. 

Especially if you’re selling to specific demographics, Facebook Ads Manager is an excellent tool to advertise your products to the right audience.

Here are a few more reasons why you should use it:

  • Facebook is the leading platform for conversions and ROAS
  • They’re cost-effective; you control your ad spend and set your own budget, no matter how big or small it is
  • You have access to powerful data through Facebook Pixel unless you lead users directly to your Amazon storefront - more on this later on
  • You can perform retargeting campaigns
  • You can perform A/B testing to try out different ads and different audiences
  • You can drive external traffic either directly to your Amazon listings or a separate landing page

Taking all this into account, you get the idea that Facebook ads can be very beneficial for any company wanting to attract potential customers and drive sales.

One good eCommerce case study is that of Joom, an online marketplace that increased sales conversion rates by 2.3 times and decreased its cost per acquisition (CPA) by 40% compared to standard prospecting campaigns.

All that was achieved with a Facebook advertising strategy focused on targeting previous customers through remarketing campaigns.

If you’re planning on leveraging Facebook ads for your eCommerce store - and FBA business in particular - then the following tips should come in handy.

Let’s get into them.

4 Tips for Running Successful Ads on Facebook for Your FBA Business

In this part of our guide, we’re going to share four tips that will help you successfully run Facebook ads for your FBA business.

Each tip is important for its own reasons - we strongly suggest you take them all into account for better results.

Kicking things off with the first one.

Tip #1: Use the right ad creatives

The first thing to keep in mind is to use the right ad creatives.

According to Google Ad Manager Help:

“A creative is the ad served to users on a webpage, app, or other digital environments. Creatives can be images, videos, audio, and other formats that get delivered to users”

Basically, you need to decide on your Facebook ads’ format, which can be one of the following:

  • Image ad
  • Video ad
  • Carousel ad
  • Collection ad
Image Source: Facebook

As an Amazon FBA business, any of these types can work to promote your products; the collection ads, however, are tailor-made for eCommerce stores since you can directly feature product listings and trigger buyer intent.

For instance, Amazon store Hope & Henry runs Facebook image ads:

Image Source: Facebook

Meanwhile, Aveeno runs Facebook video ads:

Image Source: Facebook

All in all, deciding on the right ad creatives for your brand can play a major role in the success of an advertising campaign.

After you’ve settled on a creative, you need to examine how you’ll leverage it. 

For example, you can source user-generated content through Insense which will make your ads - both in video and image format - more authentic.

This tactic can work wonders for a wide range of businesses, including eCommerce brands looking for the right ad creatives.

Moving on to the next tip.

Tip #2: Target the right audience

The second tip we’ve got for you is all about targeting the right audience.

No matter how good your product is or how impactful the creators you work with are, without the right audience, you won’t be able to attract Amazon customers for your new product.

While this is true for any online marketing activity, let’s see how Facebook allows you to determine your audience when you create ads.

In fact, the platform segments a potential audience into three groups:

  • Core audiences - you specify them based on specific criteria
  • Custom audiences - you target users who have already engaged with you
  • Lookalike audiences - you reach people whose interests are similar to those of your existing customers

What’s more, you can define your audience based on demographics, location, interests, behaviors, and connections.

Image Source: Facebook

All of these play a critical role in making sure that your ads are shown to the right people who have the chance of becoming your customers.

Author’s Note: We’ll show you exactly how to specify your audience when creating ads further on in our guide.

Just to give you a better understanding, let’s take the example of Malibu C; an Amazon store offering vegan hair and skin solution products.

Image Source: Amazon

As you can imagine, the business’s audience needs to be vegan. 

This can be specified through Facebook Ads Manager by targeting people who’ve interacted with content and products in that niche.

Interests are very important customer data, as well as the demographics like age and gender, which potentially also play a role for this type of business. 

If the business were to run Facebook ads to people in the wrong location, with irrelevant interests, and outside their target age group, the chances of increasing their Amazon sales would be slim.

Another option that Facebook gives you is broad targeting.

This approach is a type of targeting that gives freedom for Facebook to choose to whom to show your ads.

Basically, broad targeting can be applied to the age range, location, and even interests of your audience; the broader they are, the more likely it is for Facebook to find potential customers you never would've known about otherwise!

Moving on to the next tip.

Tip #3: Develop a marketing funnel

What you must keep in mind is that you need to do more than just create a Facebook ads campaign and let it run when you want to promote your Amazon business.

Ideally, you should develop a complete marketing and sales funnel to make your ads as efficient as possible.

Marketing funnels represent the customer journey from beginning to end; from the moment they hear about you - awareness - all the way to the moment they actually buy what you offer - conversion.

Image Source: Ahrefs

You need to optimize every step of that funnel, so that:

  • People see your Facebook ads - the awareness stage
  • Something triggers their intention to click on them - the interest stage
  • They consider buying your product - the consideration stage
  • They take action and purchase it - the conversion stage

Optimizing each of those stages will take time and work and - if done correctly - can provide great results for your Amazon brand and help you expand your customer list.

Let’s do a quick breakdown of a Facebook ad:

Image Source: Facebook

As you can see, the ad above is promoting a crime thriller book that - through its caption - attempts to entice users into clicking the CTA of “Learn More”, in order to drive them further down the funnel.

When someone clicks on the CTA, they’re directed to an Amazon page where they can see more details about the book through an attractive description; this is the consideration stage and users can proceed to the action stage by selecting Buy now.

Image Source: Amazon

What you need to remember is that simply displaying an ad isn’t enough; it's a common mistake that you can hopefully avoid.

You need to build an audience, establish a solid presence on social media, collaborate with content creators, develop lead capture methods, and anything else that will help you drive more people to your Amazon store and increase sales.

Moving on to our last tip.

Tip #4: Send traffic to a landing page

Even if it’s not your first time running Facebook ads for your Amazon business, this tip might come in handy.

A common tactic that many FBA businesses use is to send traffic from ads directly to a separate landing page instead of their Amazon store.

Why is that?

Facebook users treat ads like window shopping when scrolling through their feed so they usually need an incentive to click on your ad.

This could be a coupon code or a gift card, which they can redeem by being directed to a separate landing page you create and then providing you with their email address or other contact information, before proceeding to making a sale.

In simple words, by sending your Facebook audience traffic directly to your Amazon product listing, you’re decreasing the chances of your marketing success.

Author’s Note: Tools like Landingcube can help you make landing pages specifically for Amazon sellers.

What’s more, there isn't a way to integrate Facebook Pixel to your Amazon store, meaning you can’t track conversions from your Amazon Facebook ads.

However, on landing pages, you can monitor their performance and keep track of all necessary data that'll help you determine the effectiveness of your campaign.

To sum up, those were some of the most important tips to keep in mind for your Amazon Facebook ads.

However, if you need some extra inspiration, let’s have a look at some examples of FBA businesses leveraging Facebook ads.

5 Examples of Amazon FBA Businesses Running Facebook Ads to Inspire You

Now you're armed with our tips to create successful Facebook ads, we're going to give you some examples of FBA businesses that run Facebook ads.

The goal is for them to inspire you and maybe give you some ideas about things you can implement yourself.

Let’s start with the first one.

Example #1: Feetures

Feetures is an online store offering high-quality socks for runners and athletes.

Image Source: Amazon

With a unique design and exceptional comfort, the socks are perfect for people who exercise often or do excessive walking.

Although one can purchase the socks through the company’s website, the option of the Amazon store is also available.

In order to drive traffic to both of them, Feetures takes advantage of Facebook ads combined with UGC to make them more authentic.

Image Source: Facebook

UGC is actually an excellent way to leverage Facebook ads for eCommerce stores, so let’s have a look at another example.

Example #2: KOS Naturals

KOS is a plant-based supplements brand which welcomes visitors to an extremely creative and colorful Amazon store.

Image Source: Amazon

Over there, they can find protein and Vitamin C supplements, as well as a wide range of other nutritional organic products.

Of course, Facebook ads have also been taken advantage of to promote them to specific audiences…

Image Source: Facebook

…where campaigns have been taken to the next level with the help of relevant creators who produced their own content.

Whatever the case, UGC is one of the best ways to leverage an online ad and drive sales, raise awareness, increase conversions, or whatever your objective is.

Let’s continue.

Example #3: Zinus

Zinus is an online mattress and furniture company. 

Some of the products offered range from mattresses and bed frames to sofas and tables.

What makes this company unique is the fact the mattresses in particular are filled with natural ingredients, such as green tea and olive oil.

Besides having its own website, since it works like a DTC brand, its Amazon store has also been set up in order to reach a wider audience.

Of course, Amazon advertising methods have also been taken advantage of, including Facebook ads campaigns to promote the products.

Image Source: Facebook

Zinus is just one of the many companies with a presence on Amazon that use Facebook as an ad platform to drive more sales.

Let’s have a look at a few more.

Example #4: Lavanila

Lavanila is an eco-friendly brand offering cruelty-free products like fragrances, deodorants, and candles.

The company has its own website and Amazon store:

Image Source: Amazon

This is where all of its items are displayed on product pages and sales are also boosted through Facebook ads.

Image Source: Facebook

Needless to say that the ads also appear on Instagram and Messenger too, which allow the business to promote its products to an even wider audience.

Image Source: Facebook

Lavanila is just one of the countless brands in the beauty and personal care industry that takes advantage of Facebook ads while having a presence on Amazon.

Let’s continue.

Example #5: Bulldog Skincare

Among many mens’ personal care businesses on Amazon is Bulldog Skincare.

Image Source: Amazon

The products range from shaving and grooming to haircare and skincare products for men, all of which are offered on the company’s website and its Amazon store.

In order to attract new customers, advertising methods like Facebook ads have once again been leveraged.

Image Source: Facebook

Although data like the target audience isn’t available to us, it’s clear that the main buyer personas include men; something that can be specified when setting up a Facebook ads campaign, as we saw earlier.

To sum up, Facebook ads are suitable for businesses in a wide variety of industries, whether they’re Amazon sellers or not.

If you have an Amazon business and want to take advantage of them too, let’s see how you can do that step-by-step.

How to Set Up Facebook Ads for Amazon Products

With all that inspiration, are you ready to get going setting up Facebook ads for your Amazon products?

Although the process is already simple, we’ll try to make it as thorough as possible.

Let’s start.

Step #1: Create a new campaign

The first step after you log into your Facebook ad account is to select Create from the top left.

After that, you’ll be asked to set your campaign’s objectives, which range from brand awareness and reach to conversions and traffic.

In our case, since we’re an Amazon store, it makes sense to go for traffic as our goal; whether we want to send people directly to our store or a separate landing page as we saw earlier in our fourth tip.

Author’s Note: Don’t get confused with store traffic; this refers to businesses that have a physical location and want to attract customers to visit it.

Also, notice how all the objectives are categorized into three separate groups based on the sales funnel stage they’re in, i.e. awareness, consideration, or conversion.

When ready, simply click Continue.

You now have to add some basic information such as your campaign’s name and whether it’s related to social or political issues; we will leave this field empty, but name our campaign something descriptive and memorable for us.

You can also set up split testing and a budget optimization setting for the platform’s algorithm to distribute your budget, but let’s go straight ahead and select Next.

Moving on to the next step.

Step #2: Define your campaign’s budget and audience

This step is about giving Facebook a little more detail about your campaign.

First of all, when it comes to the objective - which in our case is traffic - where do we want people to end up?

Since ours is either an Amazon store or a landing page, we can select Website.

We can now define our budget.

The platform allows us to distribute it in two ways; monthly and lifetime.

If we go for monthly, we'll be charged on a monthly basis while lifetime means that the payment is a one-off.

For the sake of example, let’s opt for a Lifetime budget and set a hypothetical amount.

As you can see above, it’s also important to define your campaign’s timeline so be sure to add a start and end date to it.

It’s now time for the campaign’s target audience to be defined.

First, you can choose your audience’s location, like so:

You can choose a whole country, or even a city or town.

After the location, we have to choose an age and gender; following our previous example of the Amazon store in the beauty niche, let’s go for women aged 25-45.

What's great about Facebook ads is the fact that you can really pinpoint who your ideal customer is, not only in terms of basic characteristics, but also when it comes to their interests, demographics, and behaviors.

When we’ve also set our audience’s language - in our case, US English - we can see on the right-hand side that Facebook gives us an estimate of how specific or broad our audience is along with our ad’s estimated daily results.

Based on them, you can always go back and make some iterations to your target audience’s attributions.

Let’s continue to the next step.

Step #3: Define ad creatives

This step is all about deciding on your ad creatives.

Firstly, choose your ad name and the Facebook page your ads will be run from.

You then have to choose your ad’s format; it can either be an image or video, a carousel, or a collection.

Let’s go for a single image/video, assuming that we want to find influencers to partner with who will produce their own content for us to use.

Of course, the other option is to make the creatives ourselves, but UGC offers the elements of authenticity that can play a vital role in an online ad’s performance.

Plus, it’s essential to upload the content you want to use for your campaign, tell people what the ad is all about, as well as add an attractive headline and ad copy.

As we briefly mentioned earlier, that content can either be a creative made by you or by creators you’ll collaborate with.

If you want to learn more about how to do the latter, you can read our list post of the top Amazon content creators and discover exactly how you can find them, partner with them, and create awesome content that will take your Facebook ads to the next level!

To sum up, Facebook ads can be very effective when it comes to promoting your products to Amazon shoppers as long as they’re set up the right way.

Let’s wrap things up with some final words.

Now Over to You

There you have it.

That was our complete guide on how to boost sales for your FBA business through Facebook ads.

We began with some basic information about Facebook ads, their benefits for Amazon businesses, and continued with some tips you need to keep in mind.

Plus, we covered some examples of FBA businesses that use Facebook ads effectively, as well as how to set your own campaigns up.

If you feel like you want to take your Facebook ads to the next level by partnering with the right content creators, feel free to book a demo with Insense and we’ll guide you step-by-step.

Thanks for reading!

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Manana Papiashvili

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