The popularity of Amazon is unparalleled. According to a study from Marketplace Pulse, there are currently 54 million total sellers on Amazon Marketplace. The rate at which new sellers join Amazon is close to 1577 new sellers every day. How are you supposed to compete with that? Strategy.
5 Best Practices to Improve Your Amazon SalesWhile you might be familiar with traditional digital marketing strategies, Amazon marketing has become its own category entirely. It’s not just about ranking for keywords or having relevant paid ads; it’s about creating a holistic strategy that begins with the right product selection and continual optimization.
- Amazon SEO – Copying and pasting product descriptions from your website will only take you so far on Amazon. Users expect a robust product page. Creating strong content includes developing a strategy around creating standard keyword-optimized titles and descriptions that are enhanced with branded content, images, reviews, questions and answers, product details, and shipping information.
- Product Selection – It’s tempting to throw all your products up on Amazon and see what sticks. While this might work for some brands, the time and investment it takes to optimize products for SEO will make it difficult to add your entire catalog. Start with items in the “Goldilocks” price range between $20-50. Continually optimize your product assortment by looking for items that have low-rank scores and high Listing Quality Scores.
- Paid Advertising – Amazon Marketing Services is available to all Amazon sellers and can get ads in search results and on individual product pages. AMS charges are click-based (similar to Google paid ads ) and can help retailers target new audiences through various advertising formats.
- FBA vs. FBM – In general, fulfillment by Amazon (FBA) will yield a higher ranking than items fulfilled by a merchant (FBM). As more and more buyers become Amazon Prime members, the need for FBA products will continue to grow. When Amazon fulfills items, users don’t have to pay shipping fees, and so these items will always have higher conversion rates.
- Seller Central vs. Vendor Central – Since not all businesses operate the same, it’s essential to nail down the best way to sell your products through Amazon. With Amazon Seller Central, you and your business are selling directly to Amazon customers. With Vendor Central, Amazon facilitates the process by purchasing products from you to sell to customers.