Amazon marketplace has become a conglomerate across the globe. It has become the ideal platform for sellers of all shapes and sizes. The number of third-party sellers on Amazon has now reached just over 55% and continues to rise. Many of these sellers however do not utilise the platform to its full potential. Follow these tips to ensure you are optimising your Amazon store.
- Advertising on Amazon
A core aspect of increasing Amazon sales lies within having effective and efficient advertising streams. A strong PPC campaign through platforms such as Google Ads can help drive web traffic towards your products placed on Amazon marketplace. Sponsored product ads are also a great feature of Amazon marketplace that allows you to gain more exposure within Amazon’s search results. To simplify it, you can bid on keywords that are related to your product and in turn push it further up the Amazon search result list. Amazon has its own suggestions on how to use sponsored ads to increase your Amazon sales and push customer traffic towards your products.
- Improving your Amazon SEO
Price, product description, product title and product image are four key aspects of Amazon SEO that should be considered by all Amazon sellers.
A very simple aspect, but the price you charge will have a direct impact on your conversion rate. The more sales a product accumulates, the more likely it is to be placed higher on Amazon search results. It’s therefore suggested that a competitive price is set based on other similar products being sold on Amazon.
The product description gives a chance to give details and information about your product. However, it is also an opportunity to showcase the benefits of your product and really persuade customers to choose your goods over other companies. Keywords also need to be scattered around the product description to improve the overall SEO of the product page.
Product title is arguably the most important part of Amazon SEO. Relevant keywords need to be placed in your product title to optimize your Amazon search ranking.
Here are a few tips for creating a solid product title:
- Include your brand name
- Highlight the colour and size of your product
- Avoid abbreviations
- Use numbers, not words (e.g., 3 instead of three)
One thing that should be noted. While using keywords is important, don’t overload them in your title, as the product title needs to sound natural.
When it comes to product images, research has shown that better quality images produce better conversion rates. Amazon has a set of requirements that must be followed when uploading a new product image. If these requirements are met, then the chances of your search ranking improving rises.
- Improving your reviews to increase conversions
Having plenty of positive reviews can make a real impact when it comes to increasing Amazon sales. It fills customers with confidence in not only the product but your business as a whole. It can also be used as a unique selling point against other competitors selling similar products.
Here are a few tips you can use to generate more Amazon reviews:
- Make use of the “Request a Review” button
- Request reviews from current customer email listings
- Use the Amazon Vine Program if applicable
- Use product inserts to nudge current purchasers in the right direction
Another avenue to explore is Amazon’s top reviewer list. This list is compiled of accounts that not only review a lot of products but are also renowned for giving helpful advice. When they leave a review, they have a special banner to indicate to others that they are one of Amazon’s top reviewers. This makes their feedback extra valuable.
- Amazon FBA to Increase Amazon Sales
When Amazon FBA (Fulfilled by Amazon) is mentioned, businesses usually think of the benefits in terms of not having to store or ship their products. While this is true, there is one factor that tends to be overlooked and is one that helps increase Amazon sales. Amazon FBA allows for your product to be connected to Amazon Prime. This gives the customer access to all their Prime benefits when making a purchase. Most importantly, customers will have access to the free Amazon Prime shipping costs.
- Win the “Buy Box”
There are two types of sellers on Amazon: Amazon themselves, and third-party sellers. Amazon will always have access to the “buy box” (add to cart/buy now buttons) while third-party sellers may not. Put simply, this is because multiple companies may be selling the same product. This results in a battle for companies to win the “Buy Box”.
There are a few requirements your business needs to be eligible for the Amazon Buy Box:
- Selling from a professional seller account
- You must have Buy Box eligibility (this can be checked in Amazon Seller Central)
- Your item must be new (condition wise)
- You must have available stock/inventory
Here are a few tips to win the Amazon Buy Box:
- Offer competitive pricing
- Ensure a strong foundation of positive seller feedback
- Make sure your inventory levels match demand
Side note: If the product you sell is also sold by Amazon, the likelihood is Amazon will win the buy box.
For more information regarding how to sell on Amazon, follow Khaos Control’s selling on Amazon guide
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