amazon search sellers summit presentation

Amazon SearchJeff Cohen

Jeff Cohen

13+ YearsExperience ine-Commerce

Former Founder and

GM of Textbooks.com

Executive Team Member of Seller Labs

Born From Amazon SellersOver 10,000

Amazon Sellers

Managed 2.3B on Amazon Sales

Process 100K Customer Orders / Month

How Amazon Search Works

How To Rank

Let’s Keep it Simple….LOL!

Agenda

“Almost a third of people looking to buy something started on Amazon--that’s more than twice the number who went straight

to Google.”

http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

“Amazon is more than just a marketplace, it’s a shopping search engine. They [Amazon] are answering users’ questions and searches, just as we are”.

Eric Schmidt - Googlehttp://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

Super Geniuses In Silicon Valley

Amazon Search

Indexes its Own Data

Wants to Sell More Stuff

Results Based on Relevant Behavior

What Amazon Says About Search

https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471

Search is the primary method customers use to locate products.

Views for a product detail page can increase significantly by adding just one additional search term.

Price, availability, selection and sales history help determine where products appear in search results.

Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.

Amazon SearchThe best place to hide a dead body is page 2 of

Amazon Search

According to Amazon only 30% of search goes past page 1

How to Rank A Product● Create a Highly Optimized Listing● Get 10 Quality Reviews● Start Amazon Sponsored Ads● Re-Optimize Listing Based on Results● Analysis How Many Sales You Need● Maximize Ads for Break Even● Use Review Sites to Supplement Sales● Ask for Reviews!

Optimized Listing

TitleKeywordsBulletsImagesPrice

Start By Listing Keywords

Garlic Press

Amazon Uses Query Segmentation

Mincer

Peeler

Tips to Find Keywords - Merchant Words

Find Terms From Product Reviews

Where Do I Put Search Terms

Description and Key Product Features

Search Terms

Worst Possible

Better

Garlic Press

Mince

Stainless Steel

Peeler

Cloves

Best

Garlic Press mincer stainless steel easy to clean peeler easy clean squeeze roll

Don’t Repeat Keywords or Brand

It Doesn’t Help You Sell More Stuff

This garlic presser will help you press garlic, it is the best way to press garlic, you need this garlic

press.

Optimize for Conversion...Not Rank

Tip: Start with your brand, then add most generic term that describes your product. Don’t repeat terms. Consider

mobile search.

Title

Photos

Photos Matter! “Great photos are likely to help you sell products online, yet few sellers put the time and effort into making their photos spectacular”

(1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images

http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images

Sixty percent of those who responded said photos were a major impact in the buying decision, with 25% saying it made an impact.

How many photos of a product would your prefer to see?

Think Reviews Matter?

Creative Product Listings...

Result in Sales

Even For A Garlic Press

How to Get Reviews

Ask Industry Experts

Snagshout / Review Clubs

Facebook Ads

Start Sponsored AdsGoal: Collect Data, Generate Sales

Sponsored Ads

Start With Automatic Targeting

Run a High Bid

Collect Data for 5 Days

Analyze Sponsored Ads

Identify Missing Keywords

Determine Potential Velocity

Benchmark Conversion

Calculate How Many Sales You Need

Target: Bottom of Page 1

Determine Sales Velocity

Don’t Focus on The Top!

Target The Bottom

Target Numbers

Targeting 300 Sales Per Month

Targeting 30 Sales Per day

Targeting 300 Reviews

Don’t Jump to the Top!

Take the Stairs

Target: 30 Sales Per Day

Sponsored Ads: Generating 20 Sales Per Day

Missing Sales: 10 Per Day

Supplement Missing Sales

Leverage Amazon’s Promotion System

Real Life Example from $25K Challenge

How to Tell if your Campaigns are Working?

How to Rank A Product● Create a Highly optimized Listing● Get 10 Quality Reviews● Start Amazon Sponsored Ads● Re-optimize Listing Based on Results● Analysis how Many Sales You Need● Maximize Ads for Break Even● Use Review Sites to supplement Sales● Ask for Reviews

sellerlabs.com/private-label-ebook

Optimize Your Private Label Business and Build Your Brand on Amazon

https://www.sellerlabs.com/private-label-ebook

Want More?

www.SellerLabs.com/Sellers-Summit-2016

amazon search sellers summit presentation

Small Business & Entrepreneurship