The marketplace of Amazon is both lucrative and crowded.
In order to make a profit as a seller, you must distinguish yourself among more than two million merchants. However, if you are successful in capturing buyers’ interest, you are likely to generate sales due to the large number of shoppers on Amazon. According to Seller App, the ideal conversion rate for Amazon sellers ranges from 10 to 15 percent, which may vary depending on the category of products listed.
To effectively reach Amazon shoppers, it is crucial to maximize the visibility of your listings. With a vast array of products available, buyers lack the time and patience to browse through every single item. By ensuring ease of product discovery for buyers, you will increase your chances of achieving higher sales.
Key reasons to sell on Amazon
The Amazon sales channel is considered fantastic for a few significant reasons.
1. Shoppers often begin their search on Amazon
A recent study by BloomReach reveals that shoppers begin their product research almost twice as frequently on Amazon compared to Google.
This trend of customers searching for your product on Amazon, whether you sell on there or not, continues to grow wider. Even if they find a product they want on another retailer’s site, nearly 9 in 10 consumers still check Amazon.
2. Amazon is a great additional sales channel
Although it is typically recommended to diversify sales channels and decrease dependence on Amazon for generating all revenue, it is beneficial to incorporate Amazon as a sales channel alongside your own Shopify site.
Many people are concerned that Amazon will take away all of their sales, but the truth is that you can still have a successful direct-to-consumer website alongside Amazon. If managed properly, Amazon can actually enhance your Shopify business promptly.
3. Amazon can help shoppers discover your brand
By using Amazon, you can create a process where potential customers are directed towards your Shopify site for shopping. Numerous successful brands have started on Amazon and later persuaded customers to make purchases on their own website, either for the same products or for additional ones.
4. Amazon is an open marketplace
If you fail to create a listing for your brand on Amazon, it allows another third-party seller to create it on your behalf.
Should you rely on an unfamiliar party to handle your brand’s content, pricing, and customer interactions? As an example, there have been customer grievances concerning a Shark Tank product sold by an unrelated third-party seller at a significantly higher price than the brand’s own store.
Ways to promote your Amazon listings
1. Run a competitor analysis
To begin promoting your Amazon listing, it is important to first comprehend the challenges you will face. In many categories, you can gain valuable insights about customer preferences and dislikes by examining competitor pages. Furthermore, regularly assessing complementary products can help you identify effective strategies and potential promotional prospects. Precisely:
In order to gain insights and ideas for future product improvements or concepts, it is essential to read the feedback shared by customers on competitor pages. By perusing customer reviews and Q&A sections, you can understand their preferences, identify possible areas of concern such as packaging issues, determine the number of customers discussing price in their feedback, and also discover other products they have tried within the same category.
How frequently do competitors update their product content, pictures, or other content? Are they incorporating seasonal photos, such as Christmas or Halloween themes? Do they provide clearer product benefit and usage messaging compared to you? How often do they alter pricing, and what impact does that appear to have on their Best Seller Rank?
What are the areas in which those brands excel in complementary categories, such as memory cards and cameras? Is there potential for cross-promotion with them? Are there any valuable customer insights from their reviews regarding purchase decisions and how it impacts their search for your product? Is it logical to focus on targeting those category keywords in your Sponsored Product campaigns?
Firstly, act quickly. In the event that you notice a competitor’s product is unavailable, consider reducing prices and/or intensifying your advertising efforts. Secondly, if you observe that your competitor’s reviews are growing more rapidly than yours, attempt to identify the reason behind it. Seek innovative concepts, such as incorporating images or product content from wider-ranging categories, and implement them before your competitors do.
2. Get your pricing right
Finding the appropriate pricing for your products is already difficult, but when you factor in Amazon’s intricacies and a marketplace where other sellers can challenge you, it becomes even more daunting. Nevertheless, by keeping certain important factors in mind, you can potentially avoid more significant problems from occurring.
In your selling agreement with Amazon, there is a pricing parity clause that prohibits your item price and total price from being lower on any other online sales channel, including your own Shopify site. It is important to adhere to this rule, known as the ‘general pricing rule,’ to avoid the possibility of having your account suspended. Make sure that you price your products on Amazon at the same low level as you do on your other channels.
Because Amazon is a marketplace, it’s possible that you’ll be in competition with other third parties to secure the ‘buy box’. Various repricing tools are offered on the market, and Seller Central now provides the ‘Automate Pricing’ tool to assist in automating pricing decisions.
Maintaining the same meaning while thinking step by step, it is important to establish a rule that involves beating the lowest Fulfilled by Amazon price by $0.10. Regularly winning the buy box and/or receiving alerts when losing the buy box is crucial for the growth of your Amazon business. It is important to note that the pricing process for Vendors differs from that of Professional Sellers.
Promotions offer excellent opportunities to boost visibility and gather reviews. Lightning Deals, price discounts, best deals, coupons, buy one get one offers, etc., all present excellent chances to showcase and emphasize a temporary discount on your product.
3. Optimize your listings with SEO
Including popular keywords in your listing enables search engine optimization to attract a diverse range of buyers, encompassing those who are browsing Amazon as well as those using other platforms. By incorporating these keywords, search engines, including both Amazon’s and others, ascertain the relevance of your listing as a result and subsequently give it a higher ranking.
By thinking step by step, without adding or removing any information, the text can be rephrased as follows: There are two important tools that can help you determine the most frequently searched keywords by your shoppers.
The monthly search volume of keywords on Google’s search engine is shown by Google Keyword Planner, which is a free tool. This tool is particularly useful because Amazon listings have the ability to rank on Google.
This is a specially designed keyword tool for Amazon that enables you to monitor the monthly volume of keywords, their ranking position over time, estimated sales, and additional information.
By following this guide, you can acquire additional knowledge regarding various SEO tools for identifying keywords.
To rephrase the text while maintaining the same meaning step by step: – After gathering the keywords, distribute them strategically within your listing, including the title and description. – By identifying these commonly used keywords, search engines will perceive your listing as a suitable result for the searches made by your potential buyers and assign it a higher ranking.
4. Buy sponsored product ads
SEO alone does not guarantee that your Amazon listing will receive a higher ranking in search results, as the marketplace’s engine takes into account additional factors such as selling history, price, and more for ranking purposes.
Amazon sellers have the option to pay for the marketplace to sponsor their products and increase their visibility by placing them higher in search results.
With Amazon promotion, sellers are assured that they will only be charged when shoppers click on their ad, ensuring a guaranteed payoff. This promotion also boosts the visibility of seller listings, making it easier for shoppers on Amazon to discover their product and potentially proceed with a purchase.
5. Share listings on social media
Given the popularity of social media platforms, which the average person spends nearly 2.5 hours per day on, sharing your Amazon listings through your business’ accounts is an effective method to expose your products to a larger audience.
To meet the expectations of your followers, it is advisable to refrain from posting advertisements for your listings on your account. Instead, it is more effective to share your listings in a more discreet manner that provides valuable information to your followers.
Here are three ideas:
To avail of a discount, merchants on Amazon who have a Professional Selling account can generate a promotional link. Unlike regular advertisements, sharing a promo code through social media benefits users by enabling them to save money. For detailed instructions on how to set up this promo code, please refer to Amazon’s guide.
One effective method to indirectly advertise your products on social media, specifically LinkedIn, is by sharing informative and helpful content, such as a blog post or video, that includes a link to your Amazon listing. This could be in the form of a how-to video or a listicle.
To promote your Amazon products, you can organize a contest or giveaway and inform your audience on Facebook or Instagram that by sharing your Amazon listing on their story, they will have the opportunity to enter and potentially win a prize. By offering this incentive, it will encourage users to share your listing and help generate awareness about your Amazon products.
By generating compelling and appropriate content on social media, you can effortlessly promote your Amazon listings without coming across as intrusive.
6. Partner with influencers
Similar to products sold in an online store, Amazon listings can experience a considerable increase in visitors by utilizing influencer marketing. By having respected figures in your industry endorse your product and provide a link to your listing, it conveys to communities of your primary consumers that your listing is deserving of their attention.
To begin promoting your listing through influencer marketing, create a list of influential figures in your industry who have a considerable number of social media followers. Formulate this list by either considering individuals from your personal network or utilizing an influencer platform such as Influence.co.
If you have a list, check out this guide to discover effective ways to contact influencers and assess outcomes when they promote your Amazon listings.
7. Maintain strong product ratings
On a highly competitive marketplace like Amazon, it is crucial to make a good first impression. With numerous products available for buyers to browse through, they are unlikely to choose items that appear to be of low-quality.
To ensure that shoppers have a positive first impression of your Amazon listings, it is essential to uphold high-star ratings. As customers browse through Amazon search results, they can easily view the star ratings associated with each product.
The star ratings are an important consideration for shoppers when deciding whether to click on your listings, along with the price. Since shoppers cannot physically see the products, the feedback from other buyers becomes particularly significant in helping them make a purchase decision.
Here are three suggestions for ensuring that your Amazon listings consistently maintain high-star ratings.
Providing an accurate description of your item in your listing is crucial. Although it may seem tempting to exaggerate product details or use misleading images to increase sales, it will ultimately harm your Amazon business. When customers receive a product that is significantly different from what was described in the listing, they are likely to express their dissatisfaction by leaving a negative rating.
To ensure customer satisfaction, it is crucial to provide exceptional service. Failure to handle customer requests effectively, such as delaying shipment or not promptly processing returns, can lead to customer discontent. Prevent receiving a poor product rating by delivering items on time and promptly addressing any concerns or complaints.
To address dissatisfied customers, make contact with buyers who have given a negative rating to attempt to address their concerns. If their issue can be resolved successfully, they have the ability to revise their review, resulting in an enhancement of your product’s overall rating.
To easily evaluate your Amazon products, ratings play a crucial role. It is important to maintain high scores for your items to sustain buyers’ interest in your listing.
