how to optimize your amazon sales strategy - 5 ways to get creative and make money
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Smx West 2014 Session #Smx #33D - Maximizing Sales Through Amazon & Ebaypresentation How To Optimize Your Amazon Sales Strategy - 5 Ways To Get Creative And Make Money By Purna Virji @Purnavirji Of StrollTRANSCRIPT
– UPCs
– Photos
– Detailed Descriptions
– Keywords
• Find the product on Amazon:
• Click on Sell Yours
• Fill in the Highlighted sections
Don’t Forget:
• Check for orders daily
• Confirm shipments
• Seller ratings are very important
• Maintain sufficient inventory levels
• Optimize prices to rank higher up – sorted low to high normally.
• Create New Product Page
• Listed in Search Results
• Optimize Creative & Offers
• Amazon Sponsored Products
• Quick Set-Up Tips
• Get a UPC or EAN:– Bar codes used to track products.– Only one product detail page per UPC– http://www.gs1us.org
• http://www.uc-council.org/
• First, check category character limits.
• Important elements:
– At least 4-5 good quality photos
• First, check category character limits.
• Important elements:
– Descriptive title with a keyword or two
• First, check category character limits.
• Important elements:
– Put the bullets & descriptions to work.
Top Tips:
• Bullets should be succinct.
• Include top product features
• Reinforce product benefits
• Tell a story- why better than competition?
• Special characters not supported.
• Add a call to action
Increased Visibility• Eligible for Prime shipping
• Filter for prime + icon
• Eligible for free shipping for orders over $35
• Preference for Buy Box• After products sold by
Amazon directly, merchant sellers using FBA are given next priority in the buy box, where 95% of sales take place.
• Typically, can set up within 30 days.
• Initial research:• 5%-10% lift in 30 days
• >15% in 60 days
• Subject to vary.
FBA Quick Start Guide from Amazon: http://bit.ly/O7gyo8
How to get good ones and prevent negative ones.
10%-20% of buyers leave feedback.
• Existing base of satisfied customers.
• Offer free product for unbiased reviews
• Social media outreach
• Request feedback from buyers
• No fakes allowed!
Most common reasons for negative reviews:
• Out of stock
• Product not as described
• Late shipments
• Incorrect item shipped
• Problematic returns process
• What else helps rankings?
– Sales (c-rates)
– Good Seller Ratings
– “Interesting” Tip:
Trained KW+ Listing Associations
Build Associations-
• Use to request testimonials
• Use on social media
• Facebook Ads
• AdWords Ads
• Website not responsive or not converting mobile traffic?
• Try sending to Amazon.
• Test Mobile-specific media buys.
• Potentially good ROAS (even with seller costs).
• Additional sales help rankings
Potential Risks:
• Attribution
• Other offers displayed on page
• Works better with Amazon Webstore.
• Excellent way to drive awareness
• High ROAS, esp. on short & mid-tail KWs
• Quick to set-up
Note:
• Not all categories are eligible
• E.g. Books
• Only products that win buy box are eligible
FreshKey: Keyword Researchhttp://freshkeyspytool.com/ ($20)
TeraPeak for Amazon: Market Researchhttp://www.terapeak.com/products/terapeak-for-amazon/ (Free trial available)
Amazon Webinars http://bit.ly/1hfKG9f
Amazon Tutorials http://bit.ly/1hfKI0K
1. Start Small if Need be- Used & New
2. Create your Own Listings
3. Optimize Creative & Pricing
4. Consider FBA
5. Get Reviews for your Listings
6. Test Multiple Selling Strategies
7. Treat Customers Well
Say Hello or Ask Questions Anytime:http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:http://searchenginewatch.com/author/2499/purna-virji