Amazon, the giant of online shopping, occupies such a large share of the market that it has its ecosystem. An ecosystem, that stands apart from other retail platforms’ conventions and best practices. That’s right, 55% of online shoppers in the world don’t even bother searching for a product they need, anywhere else except Amazon. Buyers can quickly find what they want on Amazon, without leaving this ecosystem they have become super familiar with. In this closed retail ecosystem, there is also a lot of competition and so the prices are extremely competitive. What this means for sellers is that, if they want to succeed, they will need to learn and apply strategies unique to Amazon. In Amazon’s world of proprietary algorithms, integrated services, and UI processes, digital marketing patterns and tactics that work for standalone e-commerce storefronts are practically useless. In this article, we will deep dive into some of the tactics to help you succeed on Amazon. Let’s get started.
1. Using Keywords smartly
One of the greatest obstacles as a seller is getting the product on Amazon and featuring it in organic search results. A great ranking is hard to get correct, as most seasoned Amazon sellers will know, and it depends on several factors. Sales pace and history are taken into consideration, as are some less apparent variables, such as price and the name of the seller. Undoubtedly, when determining search result ranks, keywords are one of the most significant variables that Amazon’s SEO algorithm takes into account. This relates to the search term entered by the shopper and how prominently they appear on the listing page of your product. The priority of Amazon is to have search results that are most likely to sell. They like to see conversions. Although the algorithm’s exact workings are a closely-guarded secret, several SEO experts have done extensive research to find out exactly how your rank can be improved by the use of keywords on your product listing page. The opinion is that when searching for a commodity like theirs, sellers need to have a deep understanding of the search words that shoppers use. Knowing the common search words helps them to populate their list of items with these words intelligently. The most common words must be included in the most influential content elements of the listing, such as the title of the product, bullet points, and definition.
2. Using the Autocomplete Functionality of Amazon
Like Google, Amazon’s search bar forecasts what users are looking for and offers useful shortcuts to plausible search words. Aside from saving a few keystrokes for their shoppers and encouraging them to search phrases that are most likely to result in sales, sellers may also use this function to find their first batch of keywords of high priority. Start by entering what you think is your product’s most important keyword and simply see what Amazon shows as autocomplete choices. All of these are based on the frequency of real searches for customers, so you can be sure they are valid. Just log those that are important to your product, and there you have it, your first keyword round. You may also replicate the procedure for any other words you feel are highly important to your product.
3. Watch your competitors
Amazon makes it very easy to find items that you know for certain are doing better than yours or close to yours. If your product is properly classified down to the lowest granularity level, with one simple click, you will be able to find the best sellers within that category. In the ‘product details’ section of your listing, within that category, you will see your current Amazon Seller Rating. The group itself is a hyperlink that will take you to its top 100 distributors. While it is probable not only through excellent use of keywords alone, that these top sellers have achieved their popularity, it is a reasonable assumption that they are probably doing something right. All you have to do is compare the content of these top-ranking items to see what keywords they have in common. Use these on your product page intelligently, and you have taken one more step to imitate the success of your rivals.
4. Make efforts to get more reviews
The importance that shoppers give to the reviews of current customers is well-documented and is something that all e-commerce specialists know about by this time. Given how convenient the website has made it for shoppers to find similar items, social evidence for your product on Amazon carries enormous significance. A list of your rivals can be accessed by potential customers within one click to check out their reputation. However, convincing clients to leave feedback on Amazon is not an easy job. On average, after making a purchase, just about 1 to 2 % of customers leave a review. However, there are techniques you can use to improve this. There has been a lot of research on this topic, with plenty of industry experts offering their advice. The favorite three approaches should be to make use of product inserts, follow up via email and using ‘Request a Review’ button in Amazon.
5. Intelligent Repricing
When you sell a commodity in a market crowded with rivals, it is fair to expect that there would be fierce competition to deliver the lowest rates. In this arena, beating your rivals while still staying profitable is a goal that many sellers consider to be a key aspect of achieving sustainable success. In winning the Buy Box, pricing also plays a crucial role. The goal of repricing is to price your product at lower prices as compared to your competitors while still making profit. Another objective of intelligent repricing should also be the reverse: to increase the prices whenever your competitors do, or when a very cheap listing is taken off the marketplace, that has been driving your price down.
6. Develop an audience beyond Amazon
Amazon isn’t the alpha and omega when it comes to selling the products, despite its ubiquity. Sure, like we said, when looking for a specific product, the majority of online shoppers go straight to the retail site itself, but depending solely on this segment of potential customers will be shooting yourself in the foot. When shopping online, there are still hundreds of millions of potential buyers using other, more conventional avenues. To discover them, here are some strategies you can use.
– Understand your customers. Build their personas so that you know how to sell your product to them.
– Create an entertaining website. It helps in creating a trustworthy brand.
– Use your website to create an email list and use it to guide traffic to your Amazon list.
– Run an Amazon Giveaway contest using Facebook advertising.
– Make use of all social media platforms intelligently. Create and post engaging content and connect with your followers regularly.
– To drive traffic to your website, use content marketing. Know what your audience wants to learn about and deliver engaging content that is not solely based on selling to them.
– To drive traffic to your website and raise brand recognition, use Facebook and Google advertising.
The number one forum for e-commerce entrepreneurs is Amazon. The amount of competition, however, and the company’s strategy of rewarding sellers who have already achieved success, means that new sellers have a reasonably high barrier to entry. However, there is no reason why you can’t reach the same degree of performance as your more developed rivals by applying serious diligence, and using the advice shared in this article.