expanding product sales using ebay & amazon
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SESSION TITLEPresenter ’s Name
Expanding Product Sales Using eBay & Amazon
PRESENTER: Robyn Johnson
Expanding Product Sales Using eBay & Amazon
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Robyn JohnsonInternet Merchants AssociationBestFromTheNest.com/Miva16or text “MIVA” to415-653-7636
Robyn Johnson• Started with $100• Grew to 7 Figures• Amazon Expert
New and Noteworthy
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• Courses• Coach • Speaker• Author
Sellers By Trade, Teachers at Heart
• Brand Owners• 3p Sellers• Marketplace Sellers• Exclusive Ecom Site Sellers• Ebay• Amazon
Poll
Slides Available @ http://www.bestfromthenest.com/MIVA16
Know Your Customer- RITN
• Collector• Hard to Find/Discontinued• Niche Down• Second Hand• International Audience
• Look at completed listings• Look at Sold• Global Shipping Program• Tools: TeraPeak• Fee Calculator:
http://www.fees.ebay.com/feeweb/feecalculator
• Structured Data• UPC Driven Catalog• Changes to Help Sellers
(Monty Python Reference For the Non-Geeks In the Room)
Elephant in the Room
Prime Customers Spend Significantly more than non-prime membersIt is estimated that 50% of household will have a prime membership by 2020If your item isn’t available via Amazon Prime- it still doesn’t exist
Methods For selling On Amazon
• MF- Merchant Fulfilled• FBA- Fulfillment By Amazon• 3P Sellers• Selling Directly To Amazon
Understanding Amazon
• ASIN• MSKU• FNSKU• Gated Categories• Prep and Product Policies
Amazon can also be your biggest ally…
• High level of qualified buyers• SEO and Marketing “done for you”• Established trust with the customer• Logistics that can scale your brand faster• Sales that can outpace your ecommerce and retail stores• Distribution that is hard to outmatch
Don’t underestimate the sales volume…
• Well funded/skilled Amazon resellers can spend 10k a month or more on a single product line.
• A good relationship can go on for years and can help you launch other products
Not being on Amazon is an option …
• Any seller can create a page on Amazon• Once data is in the catalogue it becomes part
of Amazon
Slides Available @ http://www.bestfromthenest.com/MIVA16
What you don’t know, can hurt your brand…
What you don’t know can hurt your brand…
Ways your listing can end up on Amazon…
• A seller purchases an item from you wholesale and creates the listing
• A brick and mortar store creates the listing and sells on Amazon to supplement their store sales
Ways your listing can end up on Amazon…
• A shopper can buy an item on sale or clearance and create the listings
• Items can be purchased through a liquidator or clearance
• Items can be bought from a B & M and sold directly to Amazon
Done Right, Amazon is Great
• Brand Awareness• Brand Legitimacy• Massive Distribution• Back up for your own distribution!
Brand Registry
– Control your listings– GCID’s instead of UPC’s– A Starting Point to Control 3p Sellers
Traffic
• Amazon has its own SEO• There is a strategy to creating effective listings• Make it readable to the customer• Utilize keyword, bullets, and all the images• No buys=no confidence
MAP Violators, Counterfeits, and Unauthorized Sellers
• Amazon makes it difficult for you to get them off of your listing
• Be clear and upfront about your Amazon policy• If you have a MAP policy enforce it, especially before the
show• Keeping track of who you sell too and don’t restock problem
customers• Lot Tracking- Moroccan Oil example
Amazon Policies
• Amazon has a policy for everything• They expect you to be up to date on ALL of the policies• However, they don’t tell you when they are updating
some policies• Amazonians have their own language and their a
unique set of guiding principals.
Selling to Amazon or 3P Seller
Vendor Central (Direct to Amazon)
• A+ Listings• Subscribe & Save• Amazon Vine
• NO PRICING CONTROL• 90 Payment Schedule• Amazon can return overstock
Independent Seller or Direct
• Potential MAP Pricing Control• Control over vendor returns• Control over quick payment• No Invitation Required• Higher Margins
Benefits To Using a marketplace Seller
Time/ResourcesAmazon MetricsPrice ParityPossible Tax Nexus
Prime Time Tips
• Keep on average 4-6 weeks in stock• Watch for LTS fees• Stay up to date on policies and Hazmat changes• Partner Shipping Rates• MCF
Bringing New Items to MarketAmazon or Ebay
• Identify Need• Keyword Research• Quality Listing• Sponsored Ads
Creating A Listing• Pictures
–The illusion of holding the product–1001 Pixels on shortest side–Multiple–Regulations per category (i.e.
Shoes, grocery, clothing)
Creating A Listing
• Title– Customer Centric – > 200 Characters– Important words first– Order of keywords not as important
Creating A Listing
• Bullets– Feature laden– Benefits to the customer– Descriptions– Nothing Seller Specific– Sponsor Ads and Keywords Potential Change
Product Evaluation- Determine Demand
• Merchant Words/Keyword Search– How are people searching for this item– Helps create Title, Bullet points, Keywords
• Google– Is this product/brand easily searchable?
• Yelp/Forums/Blogs– Has it been reviewed, do people know about it?
What if you find an item that is not already on Amazon?
• What to look for in bringing items to Amazon– Is it unique?– Does it have brand or do something so special it doesn’t
need one– Is it something that is new to market?– Is it a rising or falling trend
• Selfie Stick – on the way out
Determining Demand
• Are people searching for this product?• Are people searching AMAZON for this
product?• Are there similar products like this on the
marketplace?– What makes mine different?– Is the market too saturated?
Brand Name
Keywords
Items that have an Underserved Demand
• Identifying underserved markets– Following blogs, reviews, social media
• Serving a Saturated market– Identifying grievances of a item - Reviews
• Doesn’t come with batteries• Doesn’t have a carrying case• Breaks Easily
Keyword Research
• Look for alternate searches– Carts/Buggys– Soda/Pop– Football/Soccer
• Long tail strings• Look at product reviews
– Complimentary products, alternate uses
Optimize listing
•Title•Photos•Bullets
•Description•Keywords
Starting at a lower price
• Conversions for organic rank• How are people searching for my
product?• Looking for a gift, ends up buying something
for themselves
Sponsored Ads• Keywords for conversion• Sales from ads can increase organic search rank
for keywords, due to sales and keywords used• Automatic and Manual Targeting• Must have Buy Box• Set daily budget and monitor• Set up Campaigns• Advertising Reports
Manual Target
Watching ACOS• We aim to have our ACoS to be below 10% for
us to continue running an ad for that keyword.
• We only run manual campaigns unless we are fishing for new keywords.
• Especially if your ACoS is high, it is easy to spend a majority of your products on Sponsored Ads.
Refining your campaigns
• Look for high ACoS• Check for conversions• Eliminate low conversation words
Run Down
• Identify Need• Keyword Research• Quality Listing• Sponsored Ads
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Robyn JohnsonInternet Merchants AssociationBestFromTheNest.com/Miva16or text “MIVA” to415-653-7636