Amazon seller’s guide : How to sell successfully on Amazon
In its second year of operation, Amazon Australia has upped its revenue by more than $250 million. Since its launch in December 2017, the business now has more than 100 million items across 29 categories.
No one knows the secret to Amazon’s algorithm, but with a robust strategy you can still make sure you are utilising the full potential of this giant marketplace. From listing the products to keywords, from Buy Box to Amazon advertising, all you need is the right strategy.
Let’s have a look at some of the key elements to succeed in the Amazon marketplace.
- Stand out
No matter how the customer is searching; let it be via shopping categories, detailed searches or filtered searches, you have to make sure that your product is showing up. To achieve this you’ve got to win the trust of Amazon.
Amazon has a complex algorithm that they didn’t disclose entirely. It is not easy to gain trust. However we all know, to win the Buy Box is like winning the trust of this giant market.
What is the Buy Box?
The Amazon Buy Box refers to the white space towards the right side of the product details page where shoppers click to add a product to the cart (‘Add to cart’) or make an instant purchase (‘Buy Now’) – the two most major call-to-action buttons on the product page.
Almost 90% of Amazon conversions happen through Buy Box. When it comes to mobile conversions the percentage will be much higher considering the small screen size.
With over 2 million sellers on Amazon, it is normal to find the same product marketed by different sellers and they all will be listed on the same product details page. When the shopper clicks the call-to-action button, the seller wants their product to be added to the cart, and it’s a pretty tight competition.
To win this race, as a seller, you need to understand that it’s not just about providing your products at the lowest rates, you need to work for better seller metrics, delivery options and customer feedback. Make sure the products listed are new and available.
Missing on Buy Box won’t be an apt situation for your brand as that will end your sponsorship ads altogether. Buy Box is crucial if you want to outlive your competitors and here are a few points for winning the Buy Box.
- Maintain competitive pricing
- Positive customer feedback metrics
- Fast and efficient delivery
- Volume of inventory
- Low refund and return rates
- Opt for FBA (Fulfilled by Amazon)
- Product listing
With more and more sellers joining the Amazon marketplace, it is no longer enough to simply upload your product catalogue. You have to look for ways to improve your product listings to make sure your product is showing up at moments that matter.
For that, a detailed understanding of the customer browsing journey is what you need.
- Looking for inspiration: These shoppers may not have much idea about what they are looking for. They might just look through the “Shop by Department” dropdown menu to dig into a specific category as they further window-shop.
- Filter enthusiasts: Amazon customers enjoy filtered searches and they can filter on everything from price to Prime.
- The multi-taskers: Many of us browse through our smartphone as we watch the television thus using an average of three different screens on a single day. And while we multitask, it is possible for us to turn to Amazon to further explore products that we might have seen in some advertisement or in person.
- Detailed searchers: They are the ones who know what they want and use the search bar to search for products. The search query can be either vague (“laptops”) or specific (“Apple MacBook air”).
- Product page
A good product page has a lot to capture and your initial focus should be to get the product data right. Your content should compel the customers to buy the product. Ultimately, better content leads to better product listing.
Think like a customer. How are they going to search for it? Provide accurate data to match the shopper’s keywords.
- Title of the product: When it comes to the title of the product, you need to focus on the actual product. It is better not to add your brand name to the title as there is another field for that.
- To the point: Your customers are in a hurry. They want to understand your product instantly. So, make sure your product descriptions are to the point.
- Keywords: Use relevant keywords that the shopper might use as they search for the product.
- Visuals: Product and packaging images are incredibly important, especially when it comes to an online shopping space. It lowers return rate and ultimately it reflects well on your brand.