Selling on Amazon seems easy. After all, analysts are calling Amazon the Google of online shopping. In fact, over 54% of product searches on the internet begin on Amazon, and the company holds over 80% market share across numerous categories. If you put it on Amazon, it will sell, right?
You may be wrong. Despite bringing the world’s largest cache of buyers actively searching for products, Amazon is the largest retailer on the planet, meaning your product is competing with more products than ever before. Without an Amazon marketing strategy, your product can quickly get lost among thousands of others.
Why Should You Sell on Amazon?
Don’t get nervous – Amazon can be a lucrative marketplace for your business’s products, with over $136 million in annual sales. However, it’s imperative that you develop an Amazon marketing strategy that fits your business so you can get your products noticed and into the carts of the buyers that need them most. This guide is designed to help you begin to develop that strategy.
Determine Your Target Market
Narrowing your target market can seem like a step you may be better off forgoing. After all, you want a variety of people to purchase your product, and as many of those as possible. However, marketing to Amazon customers in general will not only fail to reach those that are actually interested in your product, it could cost your product visibility and sales overall.
In contrast, finding your Amazon target market can help you drive your marketing efforts toward those who are most likely to buy your product. These buyers often have a range of qualities in common, and building your ideal customer can help you find them. Consider your ideal customer’s age, gender, income level, hobbies, occupation, location, and – most importantly – the problem they have that your product can solve. Then, you can direct your marketing efforts at those individuals.
Choose Your Keywords Carefully
Perform some keyword research to determine the products and brands that are the most popular in your market. Amazon’s Best Seller Ranking in Amazon Seller Services will show you keywords ranked by sales volume. Also helpful are Google keyword searches.
The keywords you find most useful for capturing your target market in your product category are the ones you’ll list in the back-end keyword search terms section. A few things to remember:
- Repeating words doesn’t strengthen your ranking; it just wastes valuable space.
- Separate keywords by spaces, not commas.
- Use both singular and plural forms of the most important keywords.
Word Your Listing Details Carefully
Don’t put that list of keywords away quite yet. Use them if possible when writing your product title. You’ll have up to 250 characters, enough to give your product a title with the most important information, including your brand name, product name, and a description.
Use the listing to include some of the best keywords for your product, but be careful to incorporate them in a way that reads as a description of the product itself, rather than a list of keywords. Your listing should also help users develop an accurate idea about what your product is and what it does. Try to include terms that are commonly suggested to complete a search in the Amazon search bar.
Craft Bullet Points and Description Strategically
You’ll have the opportunity to complete as many as five bullet points for your item. A common strategy is to use the first three to describe your product’s key features and the last two to anticipate common user questions and answer them. For instance, if users often have trouble getting a product like yours to stay charged, mention why yours doesn’t have this problem.
In the same way, your product’s description should keep your target market in mind while utilizing the terms users search when looking for your product. You can use basic HTML to call attention to this often-forgotten portion of the page and make one last appeal to users. Use the keywords suggested for both bullet points and description, but, remember, repetition isn’t helpful.
Set a Price
While there are obvious benefits to making your product available to buyers choosing to sort product prices from lowest to highest or filtering by products under $25 or $50, having the lowest price is not a guarantee your product will be seen. Amazon has an automated pricing tool that can help you optimize your product’s price. Or, consider featuring your product in a Lightning Deal or implementing an early review program.
Use a Quality Photo
Amazon has determined that products sell best against a white background, so your main product image must utilize a white background. The main image cannot include labels or use action or model shots. In addition, images must be clear and without extra accessories not included in the original purchase.
Secondary images should primarily show the product from multiple angles. After adequate angle shots are included, however, you can choose to show your product in action, include images with text designed to highlight features or with accessories you plan to offer. Don’t just choose an image and leave it – test different images over time to see which offer the best conversion rates.
Get Those Reviews
Once your product begins selling – and even earlier if you leverage the early review program – your reviews will determine where your listing ranks. Amazon uses reviews and star ratings in three separate places:
- Average star rating is used on the search result page as well as on the product page. Amazon now weighs reviews, giving more weight to recent reviews marked helpful by other users. It also gives less weight to reviews given for discounted products.
- Most popular reviews are located toward the middle of the page and is a section that lists the reviews rated most helpful by other users. The seller cannot remove these.
- Most recent reviews are also located towards the middle of the page and cannot be moved by the seller or by ratings.
Reviews are most likely to be in your favor if you provide an excellent product, go above and beyond to provide customer service and address issues immediately, and respond to and reply to any questions about the product. Utilizing early reviews, particularly from customers who write entertaining or thought provoking blurbs, can help keep your best product reviews frequent and positive.
Overall, approach each of these steps with your target market in mind. Directing solid marketing strategies towards those most likely to search for your product increases your chances at maximizing your products views. If they like what they see once they’re on your product page, your conversion rate will see results. Need help? Take a look at an Amazon marketing service to determine your strengths and weaknesses.