Research is perhaps the most important step in maximising sales of your product on Ecommerce sites such as Amazon. Regardless of whether you are selling an established brand/product or a fledgling Start-up with a totally novel idea, the research process is much the same. However, having worked on my own Start-up project at university I have chosen to focus this article on how to bring relatively unknown products with little brand recognition onto the ecommerce site.
Although the coveted Amazon A9 listing algorithm may appear at first glance to be almost esoteric, but it is in fact rather simple as it relies on only a few key parameters, e.g. Keywords, sales conversion ratios, ratings and pricings.
Determining the most effective and appropriate Keywords can be quickly discovered for free by simply searching into the Amazon search bar the title of a related competitor’s product and listing all of the possible suggestions. Alternatively, using a Search Engine Optimisation (SEO) tool, you could determine analytically the most effective Keywords to use for your product, “Moz”, “Google Keyword Planner” or “Scope”. I recommend using “Scope” as it is specifically designed for Amazon listings and is reasonably priced. As a general rule, the more Keywords used in the title the better, within reason of course, as a random collection of words without “connector” words would only push potential customers away. When choosing Keywords, it is best to see how your competitors advertise their products, for instance what Keywords do they use most in their Product title, description, website etc. as well as other factors such as the images they use to promote their product and the pricing of their product.
Another factor is the Sales Conversion, which is a metric of the number of people who click on the product listing and continue to purchase. Amazon’s business model has a strong emphasis on sale conversion with listings with high sales conversion being promoted by the Amazon algorithms and thus even more likely to result in sales. Therefore maximising sales conversion of your product ensures a higher sales volume.
With respect to Ratings, Amazon breaks it down into 3 sections: Seller Feedback Rating, Shipping rating and Product rating. Essentially, the higher the ratings, the more Amazon promotes your product up the listings therefore a focus on good customer service, good shipping and good product quality is imperative to keep your products head above the many thousands of competitors products.
- Promoting your product on the Platform:
Once the product is listed on Amazon, the work doesn’t stop there. In order to be successful you must engage with your customers on as many different platforms as possible in order to maximise exposure to your brand and to push your product up the Amazon listings. Product promotion can be seen as comprising as having an internal and external component, e.g. within and without the Amazon site.
Engaging with Social Media platforms such as Facebook, Instagram and YouTube is a necessity as using outside channels is an effective way to drive traffic back to you listing. It comes as no surprise to find that most people spend a large proportion of their daily time on social media, nearly 5 hours a day according to some sources. This creates the opportunity to engage with a large customer base by for instance by creating ads, analytically targeted to the desired customer, with links to the Amazon listing or by using promo codes which unlike traditional ads, gives users value by saving them money.
Another method is by producing content that includes a backlink to your Amazon listing link. For instance blog posts on your personal website or YouTube videos with content which is likely to be useful to people in the area of your product. These forms of backlinks not only drive greater consumer interest in your product but also boost your product up the Amazon listings.
Amazon’s business model is based on ease of use and value for money for the customer, which is achieved in the form of the Buy Box. This is the first highlighted price option where over 80% of Amazon sales occur. Amazon determines whose product goes in the Buy Box through a multitude of factors: Price, Seller Rating, Shipping Type, Text Match, Availability, Selection, Sales History and Rank Listing to name a few.
- Other ways to boost your product
One technique is to launch a Lightning Deal, which is a promotion in which a limited number of discounts are offered on an item for a short period of time, e.g. 4 to 12 hours. In doing this, you have your product boosted to the front page of Amazon, meaning increased sales, higher sales conversion rates as well as increased exposure of your brand.
Another technique is to partner with a Social Media Influencer. Promotion from an Influencer is a very effective way of getting your product/brand exposure. Influencers often have a very large audience which trust the opinions and products the influencer promotes, this often results in a high conversion rate for said product.
To perhaps improve your shipping ratings on Amazon, a partnership with Amazon directly might be an option. This is called Fulfilment by Amazon (FBA) where Amazon stores, picks, packs and ships your product directly allowing your company to leverage Amazon’s robust distribution network and customer base without the need to operate one yourself, perhaps freeing you up to spend more time and resources on boosting your marketing for your product.
Once you’ve applied some of the tips above you will be well on your way to having a successful product listed on Amazon!