On Amazon, most brands strive to be like Adidas or Sony, heck, even Vizio, but realistically, they tend to be closer to Amazon Basics, which is Amazon’s very own private label. Because, of course Amazon has a private label.
Products are sold alongside a plethora of comparable items from third-party eshops. This is especially the case for products that are both used on a regular basis and purchased numerous times.
The Title
In a limit of 200 characters, you should aim to create an intriguing, detailed, and well-structured title with specific keywords that paints a vivid mental image & explains precisely what the product is.
Amazon suggests using at least 60 characters, but you should should attempt to utilise all of the available space as it helps with ranking higher in the search results.
Keep in mind, the most crucial information should always be included at the start of the title as it, too, helps with ranking.
Finally, remember to select the correct category for your product which is integral to proper ‘Amazon etiquette’. Failing to do so will not end well.
The Images
Make sure to include multiple high-quality photographs that highlight your product and portray it in a favourable manner. The consumer is more so interested in what your product will offer them, not merely what it will bring them. You must pique their interest.
A primary picture, detailed photographs, images from various angles, and contextual photos all work well together.
Images of apparel being worn or objects being utilized in real life trick customers into visualising these products more simply.
For a deep-dive to all marketplace formats, check out our marketplace onboarding article. https://eshopswithiq.com/blog/how-to-get-started-selling-on-marketplaces
The Description
Your description (2000 character limit), should be detailed and insightful for your customer. The features of your product should be laid out in a clear & succinct narrative fashion that caters to the pragmatic imagination.
In this lengthy description, try to include as many related keywords as you can. This will largely aid in the search engine data crawling, allowing your product page to be indexed and let loose upon the interframes accordingly.
It’s generally wise to work on these product descriptions independently from those on your online store to avoid repeating information. Especially if you’re catering to an omni-channel customer experience.
Of course, remember to include things like benefits, calls to action, assurances, and so on.
Bullet points
Bullet points are an important space for keywords as well as your product's primary characteristics and advantages because of their closeness to the title, image & price.
These bullet points seem to have a greater impact on ranking than the description itself and as such, they should adhere to a brief and simple to read structure.
Each bullet point should be a single sentence that always begins with a capital letter (& no ending punctuation).
Promotional or pricing information should never be included in bullet points.
Price
You should adjust your pricing on a regular basis. The more competitive and market-appropriate your prices are, the higher you’ll appear in Amazon’s search ranking.
Conduct competition research to determine a competitive price.
Never forget to factor in delivery costs as this is the most common impediment to online purchasing.
Amazon also provides access to their ‘Automate Pricing’ tool, which allows you to swiftly alter your product prices, saving you the hassle of updating one product at a time as well as avoiding the need to re-import your catalogue.
This function automatically adjusts your rates based on rules you create:
You select the product and price to which you wish to compare yourself, the price range within which you wish to remain, and the trigger for the rule to be applied.
You always retain clear control over pricing, and adjustments to the goods you've chosen can be adjusted quickly with no further actions required from your side.
You may view any pricing changes in the previous 30 days and amend, suspend, or remove your rules at any time.
Categories
Amazon employs a classification system of categories and subcategories, which directs users into a certain pathway upon their initial search.
Customers may then narrow down their search by clicking on category links till they discover the goods they're looking for.
As such, Amazon uses bits and pieces from your detail page (i.e. product descriptions, bullet points, attributes) to accurately categorise your items.
Keep in mind that products must be pre-vetted by Amazon before they may be sold in certain categories.
Backend search terms
It is best to put the most significant terms at the top of your search field.
Amazon's search engine offers an auto-complete tool that you may use to help you locate your next search phrases.
Keyword types to include:
Avoid:
Customer Reviews
The reviews and suggestions of your clients are incredibly valuable since they directly affect conversion rates.
‘Verified purchase’ reviews (reviews made by consumers who purchased an item and provided feedback with the same account) and ratings are crucial factors in your product page ranking (You should note that having 4+ stars puts you higher in the search results).
As a result, while adhering to Amazon's regulations, do not be afraid to solicit feedback from your consumers once their product has been delivered.
It is equally critical to reply to negative comments in order to reassure clients and demonstrate that you value customer satisfaction.
Each product is limited to one review per household.
Shipping management
One of the best ways to improve sales is provide your consumers with a quick and clear delivery experience.
Based on monitoring data, Amazon determines the percentage of purchases successfully received by purchasers by the estimated delivery date.
Be wary of late delivery, which will result in a low score and a subsequent hit to your product ranking.
Fulfillment by Amazon
Amazon gives merchants that use their FBA service more visibility since it ensures on-time delivery and stock dependability.
This requires you to ship your products directly to an Amazon fulfillment center, which will automatically take care of inventory, delivery, and return issues.
This service also aids in your territory expansion by handling all of your logistics.
There you have it. The Do’s and Dont’s of selling on the Amazon marketplace. Now that you’re well versed in your Amazon Basics, it’s time to get out there and become an Amazon Pro.
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