Selling on Amazon requires smart advertising strategies that drive consistent sales every day. Many Amazon sellers rely heavily on automatic campaigns to run ads. Auto campaigns are helpful when starting out, as they allow Amazon to handle targeting for you.
However, automatic campaigns alone limit growth. They offer less control over targeting, which can restrict performance over time.
Cross-selling takes your Amazon advertising strategy to the next level. Instead of selling one product at a time, cross-selling helps increase average order value (AOV) by connecting shoppers with related products they already want. 🛒
This approach strengthens sales performance and supports long-term business growth on Amazon.
To scale effectively, sellers must think beyond auto campaigns and implement cross-selling strategies that guide shoppers toward buying multiple products together.
❓ Why Automatic Campaigns Are Not Enough
Automatic campaigns work well for beginners. They allow Amazon to decide where your ads appear, helping you gain traffic quickly without complex setup.
But there’s a downside ⚠️
Auto campaigns often:
- Target irrelevant search terms
- Waste ad spend on low-intent clicks
- Reduce click-through rates (CTR)
- Lower overall conversions
Cross-selling solves this problem by giving you full control over targeting. You can match the right products with the right shoppers, leading to higher return on ad spend (ROAS) and more efficient campaigns.
🧩 What Is Cross-Selling on Amazon?
Cross-selling means promoting complementary products alongside a main item.
For example:
- Laptop → Laptop bag
- Camera → Tripod
- Coffee machine → Coffee mugs
Amazon already uses this strategy through sections like “Frequently Bought Together.” These suggestions encourage shoppers to add more items to their cart, increasing total order value.
Amazon sellers can apply the same concept using Amazon Ads to show products to buyers who are already interested in similar or related items.
🎯 Benefits of Cross-Selling with Amazon Ads
Cross-selling improves both sales performance and customer experience:
✅ Increases average order value
✅ Maximises revenue per customer
✅ Improves profit margins
✅ Builds brand loyalty
✅ Makes shopping easier for buyers
When customers see relevant product suggestions, they trust your brand more — and are more likely to return for future purchases.
📦 Sponsored Products for Cross-Selling
Sponsored Products are one of the most effective tools for cross-selling on Amazon.
These ads appear in:
- Search results
- Product detail pages
You can even target your own listings.
For example, promote a laptop bag directly on your laptop product page. This naturally encourages buyers to add another item.
Sponsored Products offer strong control over:
- Keywords
- Bids
- Product targeting
This precision leads to higher conversions and reduced wasted spend.
🏷 Sponsored Brands: Boost Cross-Selling Power
Sponsored Brands ads appear at the top of search results and showcase multiple products at once.
They are perfect for:
- Highlighting product ranges
- Promoting complementary items
- Building brand awareness
For example, a skincare brand can advertise a cleanser, toner, and moisturiser together. This encourages shoppers to buy a complete solution instead of a single product.
🖥 Sponsored Display for Advanced Cross-Selling
Sponsored Display ads allow you to reach shoppers:
- On product detail pages
- Across Amazon
- Even off Amazon
You can target complementary ASINs directly.
Example:
🎧 Headphones advertised on smartphone listings.
Sponsored Display also supports remarketing, helping you bring back shoppers who previously viewed your products and cross-sell additional items.
🛠 How to Build Effective Cross-Selling Campaigns
Follow these steps for strong cross-selling campaigns:
🔹 Choose natural product pairings
Only combine products buyers logically need together.
🔹 Structure campaigns properly
Group related items into focused campaigns for better tracking.
🔹 Refine targeting
Use keyword and ASIN targeting to reach high-intent shoppers.
A well-structured campaign maximises visibility while keeping ad spend efficient.
🎁 Cross-Selling Through Product Bundles
Product bundles are a powerful cross-selling method.
Example:
- Yoga mat + resistance bands
- Knife set + chopping board
Bundles reduce buyer decision-making and increase perceived value. You can promote them using Sponsored Products or Sponsored Brands to attract shoppers looking for complete solutions.
🔑 Keyword Targeting for Cross-Selling
Keyword targeting allows precise control over ad placements.
Example:
- Running shoes → target “running socks”
- Coffee maker → target “coffee beans”
This strategy connects your products directly with buyer intent, lowers wasted spend, and improves conversion rates.
👥 Audience Targeting for Cross-Selling
Audience targeting helps reach shoppers interested in related categories.
Example:
☕ Coffee machines → target audiences shopping for mugs or beans.
Audience targeting also strengthens remarketing, helping you:
- Re-engage past visitors
- Cross-sell complementary items
📊 Metrics to Track Cross-Selling Success
To optimise cross-selling campaigns, track key metrics:
📈 Click-through rate (CTR)
📈 Conversion rate
📈 Return on ad spend (ROAS)
📈 Average order value (AOV)
If AOV increases, your cross-selling strategy is working. If not, refine targeting or product pairings.
⚠️ Challenges in Cross-Selling with Amazon Ads
Common challenges include:
- Overspending on broad targeting
- Poor product pairing
- High competition
Success depends on relevance, testing, and continuous optimisation.
✅ Best Practices for Cross-Selling on Amazon
✔ Choose complementary products
✔ Keep campaigns organised
✔ Separate campaigns by product group
✔ Test keywords, ASINs, and audiences
✔ Optimise regularly based on performance
📈 Tips to Scale Cross-Selling Campaigns
To scale successfully:
- Start with small product pairs
- Increase budgets gradually
- Reinvest profits into top-performing campaigns
- Expand keyword and audience targeting
Scaling should always be controlled and data-driven.
💡 Real Examples of Cross-Selling on Amazon
📸 Camera seller advertises tripods on camera pages
🍴 Kitchen brand promotes knife sets with chopping boards
💪 Fitness brand cross-sells protein shakers with protein powder
These strategies increase cart value and improve customer satisfaction.
🧠 Actionable Cross-Selling Tactics for Amazon Sellers
✔ Use Sponsored Display product targeting
✔ Create value-driven bundles
✔ Target complementary keywords
✔ Organise campaigns for easy optimisation
✔ Test new audiences for scaling
🏁 Conclusion
Cross-selling with Amazon Ads takes your growth beyond automatic campaigns. It gives you better control, smarter targeting, and higher order values.
By pairing products strategically and using Sponsored Products, Sponsored Brands, and Sponsored Display ads, Amazon sellers can boost sales, improve customer experience, and gain a competitive edge.
For expert support in building high-performing cross-selling strategies, visit Amazon Consultant today 🚀
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