How to get the Amazon “frequently bought together” module on your Amazon’s detail page is a mystery to many sellers. Being able to upsell customers by showing other products that can be used and purchased with your product is a good way to build brand awareness, loyalty, and increase revenue. You could be missing out on sales if customers are not buying all the products needed from you and are instead shopping around for each piece that they may need. There are two different strategies when it comes to frequently bought together. The first one is a defensive strategy where you target your brand's products and the second one is an offensive strategy where you target competitor's products. This feature makes life easier for customers that are looking to buy multiple products that don’t always come in a bundle, it can increase seller profits and helps keep the Amazon Marketplace organized. Since this display is generated and determined by Amazon, it is important to take action to encourage it to appear on your listing and to ensure that your brand and not competitor brand products are recommended.
How does Amazon Frequently Bought Together Work?
You can find the Amazon frequently bought together placement on the detail page right below the product images as seen in the screenshot below. Amazon does not disclose how their algorithm works, however, we can assume that the products that are showing up as frequently bought together are there because Amazon determined that they are most likely to be purchased together from the past sales history.
How to Get Your Product Featured on Frequently Bought Together on Competitor Products
The main offensive strategy to get your products to appear in this module is to target your competitors' detail pages. The best way to do this is by advertising on your competitors' detail page with product targeting campaigns in Amazon Advertising. This will increase the chances of customers adding both your product and your competitor’s products to their cart. Amazon will display your product as a frequently bought together item once you drive enough sales for them to justify that your product is a good match for this placement.
How to Get Frequently Bought Together on Your Products
A great defensive strategy is to show up in the “frequently bought together” module on your own product pages. This is great for cross-merchandising and introducing more of your brand's products to your customers while preventing your competitors from displaying in those spots. If you are looking to target your own products frequently bought together, some of the tactics we recommend are, setting up virtual product bundles, using sponsored brand banner ads on Amazon Advertising, tiered discount promotions for the products, using A+ product grids and product targeting campaigns.
Conclusion
The frequently bought together placement can be a good offensive and defensive strategy for growing your brand on Amazon. Protect your brand from competitors and introduce your other products with defensive strategies. Show up on your competitors' detail pages with the offensive strategies. Always keep in mind that the products that are actually most frequently purchased together are the ones that are going to win that placement. Using cross-merchandising strategies like product targeting campaigns, A+ product grids, tiered promotions, and Sponsored Brand banner ads can be great ways to influence the frequently bought together placement. At Goat Consulting, we help brands identify and take action on opportunities to leverage both offensive and defensive frequently bought together strategies. If you have any questions about Frequently Bought With display or other Amazon.com topics please click the contact us button below.