Most business owners have a “If I list it, they will buy it,” attitude with Amazon, deeming approved inclusion as automatic success. This is a massive myth, and one that can cost your business. There are some very key ways to rise above the clutter on Amazon, and so few businesses employ the tricks that can give them a significant edge.
Pat Petriello and Xander Putris are two experts that can help Amazon Sellers do just that. Check out some of their advice for upping your game on Amazon.
Advertising on Amazon
Advertising on Amazon is a crucial factor to assist people in finding your page. If you are just starting out, people are not aware you exist, so you need to let them know, and with the $50 sign up bonus the company doles out to new sellers, this is the perfect opportunity to start experimenting.
Xander Putris is an Amazon brand management expert and the founder of AMZsession and Xander Putris Consulting. When it comes to building your presence and pushing sales on the digital storefront, Xander states:
“The biggest thing I always do and I always tell people to do is run ads internally on Amazon to a broad range of people.”
Amazon gives its sellers a variety of options when it comes to advertising internally. Even with the announcement of Amazon discontinuing Product Ads, there are still a bevy of marketing alternatives for sellers to leverage.
Firstly, Amazon still features sponsored products that allow sellers to utilize keywords of their choosing to get products in front of customers who are already on the hunt for something comparable. Additionally, Amazon offers several different types of managed campaigns to help get your page the boost it needs to one day join the ‘Amazon millionaire’s club.’
But your marketing efforts should extend beyond the retail platform to reach all corners of the Internet, and the best way to do that is through social media and content creation.
Publish blogs highlighting the features and benefits to your product while keeping the sales pitch lingo to a minimum. Include an alluring offer at the end and have a clear CTA that links to your Amazon page. Additionally, Facebook remarketing can be one of the most effective ways to drive visitors. By targeting folks who have already viewed your page yet did not convert, this is a phenomenal way to reel them back in to make that purchase.
Cater to the Customer
Another piece of advice that Xander puts forth is:
“I focus mostly on the customer experience. I can’t say it enough, that’s everything.”
Consumer experience and customer service has become everything in the digital world that houses a vast sea of competitors for every niche. Setting yourself apart really relies on serving up a top-notch experience to consumers and providing service that is second-to-none.
On Amazon, this means that you must be a constant resource for potential customers. Answer questions through a Q&A section in a timely fashion, reach out to people who have made purchases to ensure their experience was satisfactory, and most importantly, connect with buyers who left negative reviews; these will haunt your page and by doing everything in your power to rectify the disgruntled customer, you can likely turn that downer of a review into a glowing one.
Make Your Listing Meaningful
Your product listing page is one of the most important elements to generate sales. Without the necessary information, consumers are happy to move on to a page that answers the questions they have.
Pat Petriello, senior marketplace strategist for CPC Strategy, knows this for a fact. As a former professional Amazon seller and member of the Amazon Seller Service Team, he is intimately aware of what sellers need to do to make it rain:
“Sellers wanting to optimize their listings should put themselves in the shoes of a shopper and make certain to use channel specific strategies.”
Most, if not all, Amazon shoppers want to see listings include a bevy of information on the product. This includes features, benefits, differentiating factors, and anything else that shows a product’s worth. Another paramount element to a great listing is possessing a variety of product images, and even videos, showcasing the product from every angle. People want to know exactly what they are getting, so provide them with every resource possible.
Amazon by the Numbers
Metrics are a pivotal factor to the growth of any website, SEO strategy, or in this case, Amazon Seller account. Plus, if you fail to monitor Amazon performance metrics closely, there is a chance that your page could drop to “poor” or “fair” for too long and your account will be suspended.
When it comes to Amazon analytics, Pat states:
“The most successful Amazon Sellers are those which base both their product level decision making and long term strategy on analytics and are comfortable adapting to the ever-changing landscape that is Amazon.com.”
“Those Sellers which are most comfortable using data to make decisions and stick to a long term strategic goal despite ‘the noise’ are those which are best positioned for growth in 2016.”
To ensure that you are not only keeping up with Amazon standards, but exceeding expectations and experiencing the correlated growth, be sure to keep a keen eye on:
- Cancelation Rates
- Customer Service Dissatisfaction Rates
- Late Shipment Rates
- Order Defect Rates
- Contact Response Times
- Return Dissatisfaction Rates
- Valid Tracking Rates
If these metrics are flourishing, your page will do the same.
Amazon can be a goldmine for sellers as long as they play by the company’s rules, provide customers with top-notch experiences and services, and follow industry leading advice on how to strike it rich.
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