Promote Your Amazon Listings and Drive Extra Gross sales (2021)


Shopify not too long ago launched an Amazon gross sales channel, making it simpler than ever to listing your merchandise on the world’s largest market and get your model in entrance of thousands and thousands of web shoppers.

Add Amazon channel

Utilizing a Skilled Sellers Account, Shopify retailers can create Amazon listings immediately in Shopify, sync their stock throughout each gross sales channels, fulfill Amazon orders in Shopify, and monitor gross sales from each channels in a single place.

4 Key causes to promote on Amazon

The Amazon gross sales channel is a superb information for just a few key causes. 

1. Consumers typically start their search on Amazon

Consumers begin their product analysis practically 2X extra typically on Amazon than Google in response to a latest research by BloomReach.

This pattern continues to widen and it’s inevitable that clients will seek for your product on Amazon, whether or not you resolve to promote on there or not. Practically 9 in 10 shoppers examine Amazon even when they discover a product they need on one other retailer’s web site.

Graph showing many shoppers begin their search with Amazon

I’ve seen first-hand dozens of case research via my consultancy and time at Amazon the place progress within the Amazon channel results in progress in different gross sales channels. We’ve all been there: simply earlier than buying an merchandise we pull out our telephones to examine the opinions on Amazon.

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2. Amazon is a superb further gross sales channel

Whereas standard knowledge is that you must diversify your gross sales channels and scale back reliance on Amazon producing your whole income, Amazon is a superb gross sales channel to make the most of along with your personal Shopify web site.

Typically the fear is that Amazon will cannibalize your whole gross sales however actuality is you can nonetheless keep a wholesome direct-to-consumer web site along with Amazon. If completed accurately, Amazon can grow to be an ideal complement to your Shopify enterprise in a short time.

3. Amazon will help customers uncover your model

Amazon will help construct a funnel of potential clients that may finally store by yourself Shopify web site. Many profitable manufacturers have launched on Amazon and finally get clients to buy the identical or further objects on their very own web site.

For instance, Casper Mattress has wholesome opinions on Amazon, however has nearly 9X extra opinions on their very own web site. The constructive opinions on Amazon offers Casper extra credibility for purchasers considering of shopping for on Casper’s web site, and in addition helps Amazon clients uncover Casper’s merchandise. Moreover, there are a number of merchandise and value-added providers provided on that may win over clients from buying on Amazon.

Casper Amazon listing

Casper website listing

4. Amazon is an open market

In case you don’t create an inventory to your model on Amazon than that opens the door for an additional third-party vendor to create it for you.

Do you have to belief an unknown celebration to handle the content material, pricing, and trade with clients on behalf of your model? I assume most of you might be shaking your head saying “No”, and with good motive. For instance, beneath are buyer complaints a few Shark Tank product being offered by a third-party vendor with no affiliation to the model, and with an inventory value practically 3X the worth on the model’s retailer.

Screenshot of question thread on Amazon

7 Methods to advertise your Amazon listings

Now that we’re aligned on why promoting on Amazon is so worthwhile, let’s get into extra of the how. When you’re up and working on Amazon, it is time to begin selling your listings. Like another gross sales channel, the extra you set in, the extra you get out of it. It is not sufficient to take a seat round and wait. Right this moment we will cowl seven methods to advertise Amazon Skilled Sellers Account listings and drive extra gross sales:

  1. Run a Competitor Evaluation
  2. Get Your Pricing Proper
  3. Optimize Your Product Listings
  4. Encourage Opinions
  5. Run Sponsored Product Advertisements
  6. Take Benefit of Promotions
  7. Drive Exterior Site visitors

1. Run a competitor evaluation

Step one to selling your Amazon itemizing is to know what you’re up towards. For many classes, you possibly can study an incredible quantity about what clients need and don’t need primarily based on competitor pages. Moreover, reviewing complementary merchandise recurrently can warn you to greatest practices and/or promotional alternatives. Particularly:

  • Learn buyer opinions and Q&A for competitor pages. Clients are very clear on what their preferences are, and oftentimes can lead you to future product enhancements or concepts. Are clients complaining about packaging? What number of clients point out value of their opinions? What different merchandise have they talked about making an attempt in the identical class?
  • How typically are rivals updating product content material, footage, or different content material? Are they biking via seasonal pictures (i.e. Christmas or Halloween themed?) Have they got clearer messaging of product advantages and utilization than you do? How typically are they altering pricing and what impact does that appear to have on their Finest Vendor Rank?
  • For complementary classes (for instance, reminiscence playing cards and cameras), what are these manufacturers doing properly in? Is there a chance to cross-promote with them? Are there any insights on their buyer opinions about what cause them to that buy and the way that will have an effect on how they seek for your product? Does it make sense to focus on these class key phrases in your Sponsored Product campaigns? 
  • Lastly, transfer shortly. In case you see a competitor is out of inventory, that could be a very good time so that you can decrease pricing and/or enhance advertisements. In case you see that competitor opinions are growing at a sooner price than you, attempt to determine the trigger. Search for new and revolutionary concepts akin to photos or product content material from broader classes, and implement them earlier than your rivals.

You need to use our competitor evaluation template that can assist you get began with this shortly!

2. Get your pricing proper

Discovering the appropriate pricing to your merchandise is hard sufficient as is, however add Amazon’s complexities and an open market for different sellers to compete with you, and you’ve got fairly a handful. Nevertheless, for those who hold some key concerns in thoughts, you possibly can hopefully stop different bigger points from arising.

  • Your promoting settlement with Amazon features a pricing parity clause. Your merchandise value and whole value can’t be decrease at another on-line gross sales channel in response to the ‘common pricing rule’. This contains your personal Shopify web site. Keep away from a possible account suspension for not following this mandate and be certain that you value Amazon as little as your different channels.
  • Since Amazon is a market, it’s possible you’ll very properly be competing towards different third events to ‘win the purchase field’. There are a number of repricing instruments obtainable available on the market, and Amazon not too long ago launched the ‘Automate Pricing’ software on Vendor Central that can assist you automate pricing selections.

For instance, you possibly can set a rule to “beat the bottom Fulfilled by Amazon value by $0.10”. Making certain you might be successful the purchase field recurrently, and/or being alerted if you find yourself dropping the purchase field, is crucial to rising your Amazon enterprise. Notice that pricing for Distributors has a special course of from Skilled Sellers.

Screenshot of Amazon product listing

Promotions are an effective way to extend visibility and achieve opinions. Lightning Offers, value reductions, greatest offers, coupons, purchase one get one provides, and so forth. are all nice alternatives to supply and spotlight a short lived low cost to your product.

Screenshot of deals on Amazon

3. Optimize your product listings

Ecommerce customers, significantly on Amazon, decide inside simply seconds on whether or not they need to additional interact with a element web page or return to go looking outcomes. How do you move this preliminary hurdle so {that a} buyer goes beneath the fold and critically considers buying your product? Begin by making it easy for them.

  • Titles matter. Does your title clearly describe to clients what the merchandise is and whether it is suitable with their wants? Does it point out the model identify? Does it make clear what the use case is or main profit? And most significantly, does it do all of this concisely so it isn’t too lengthy to skim?
  • Bullets are your elevator pitch. Make certain to hit all the key areas that clients want answered earlier than they must scroll beneath the fold on desktop or to further sections on cell. Point out key details like if there’s a guarantee or customer support obtainable to troubleshoot points. Additionally keep away from having bullets which are quite a lot of traces lengthy since most clients are skimming this part.
  • Photos are essential. Your essential picture ought to clearly present what the product is earlier than zooming/panning in. Extra pictures ought to present further angles of the product, and if related life-style imagery. It’s also in all probability worthwhile having one picture of the ‘again of the field’ exhibiting elements, directions, and so forth.
  • Product descriptions matter too. Keep in mind that clients are skimming so a 10-line lengthy paragraph in all probability gained’t do the job. Use your model voice right here and reiterate key promoting factors whereas mentioning any supporting details that may assist clients perceive why they should purchase now.

Right here is an instance of a element web page earlier than and after it up to date the important thing objects to maximise conversion.

Earlier than updates:

Screenshot of poorly optimized Amazon listing
After updates:

Screenshot of well-optimized Amazon listing

Listed here are another key objects to maintain in consideration when establishing or updating element pages:

  • Don’t play the key phrase stuffing recreation. Method it from a buyer’s perspective on data they must be satisfied it’s well worth the buy. Amazon has acknowledged its mission is “to be Earth’s most customer-centric firm…” and that’s an effective way to method incorporating key phrases into your web page contents quite than gaming the system with irrelevant key phrases.
  • Commonly examine your pages for questions and new opinions. Many purchasers spend extra time reviewing buyer questions and opinions than a model’s printed content material, so be sure you recurrently examine and reply to those as vital.

4. Encourage opinions

It’s no secret that opinions are extraordinarily essential. We’ve seemingly all purchased one thing on Amazon, and in a lot of these circumstances the choices got here right down to which product had the higher opinions. Moreover, as I discussed firstly, opinions on Amazon will have an effect on different channels, together with your Shopify web site, since clients are likely to do analysis on Amazon first.

On that observe, Amazon not too long ago made a change to its assessment coverage that you might have heard about. The abstract of it’s that Amazon is banning opinions for discounted merchandise for Skilled Sellers. Beforehand, many manufacturers would offer discounted or free merchandise to clients via a wide range of channels together with assessment websites in trade for a assessment. A latest research of over 7 million opinions confirmed that the common ranking for incentivized opinions have been meaningfully increased than non-incentivized opinions.

Graph of incentivized reviews

The excellent news is that the latest change makes issues extra of a stage enjoying subject since manufacturers have been basically penalized for not getting incentivized opinions if their rivals have been.

So, what can you do to get opinions? E-mail follow-up.

Sellers are allowed to ship observe up emails to clients associated to a selected order, and there are a number of automated providers obtainable that may allow you to handle this course of. In abstract, it’s possible you’ll not:

  • ship emails with advertising or promotional messages
  • have hyperlinks to different web sites
  • demand, ask for, or incentivize constructive opinions

You may, nevertheless, ship just a few emails confirming you have got obtained an order, and in addition following up on an order requesting them to go away suggestions.

There are tons of greatest practices on the market, however I’d advocate sending not more than 2 emails: one through the order affirmation and one just a few weeks after the product was obtained. Keep away from making your emails really feel too ‘spammy’ or aggressive, and provides clients an outlet to share unfavourable suggestions immediately with you previous to writing a unfavourable assessment.

Companies akin to Suggestions 5 or Suggestions Genius can automate the method and make your life quite a bit simpler.

5. Run sponsored product advertisements

Amazon has a strong advert platform that lets you market your product to clients on Amazon. 

Amazon Sponsored Product Advertisements is a PPC (ppc) mannequin that lets you promote your merchandise alongside search outcomes. Placements on desktop could be above, alongside, or beneath search outcomes in addition to on product element pages.

Desktop ad placement on Amazon

Placements on cell seem beneath search outcomes and on product element pages.

Mobile ad placement on Amazon

I might write a complete information about Sponsored Advertisements however here is a easy three essential steps to stand up and working shortly:

Step 1: Begin with computerized focusing on. This permits Amazon to make use of its highly effective search algorithms to recommend an exhaustive listing of potential key phrases for you. This requires you to choose a flat default bid throughout all key phrases, however the aim right here is to get knowledge on how varied key phrases carry out.

Step 2: After you have a minimum of just a few weeks’ value of information (the longer the higher), begin evaluating your computerized focusing on marketing campaign to find out which key phrases carried out the most effective. You’ll want to transition these over to a guide marketing campaign, the place now you can concentrate on solely essentially the most related key phrases that carried out properly for you. With a guide marketing campaign, you have got the flexibility to regulate bids by key phrase

Step 3: Proceed to iterate your guide marketing campaign for key phrases and bids. Information is your greatest good friend, however for those who really feel strongly that you must embrace further key phrases that haven’t but carried out properly, take a look at varied bid quantities. Totally different bid quantities can yield varied placements and yield various outcomes, so proceed to check till you discover one thing that works properly.

6. Benefit from promotions

Promotions together with Lightning Offers are an effective way to promote items at an elevated velocity, finally resulting in extra opinions. The aim is to not at all times be on promotion or offering deep reductions, however for those who can sprinkle these in in the direction of the start of your product lifecycle on Amazon, it’s an effective way to achieve further opinions and construct relevancy so different clients can discover you.

Sellers can even decide in for his or her merchandise to be included within the Early Assessment Program. Amazon randomly selects clients who depart opinions and offers them with a small reward (akin to a $1-$3 Amazon Reward Card) to thank them for sharing their unbiased assessment. There isn’t a assure that this reviewer will present a constructive assessment, however it’s a nice alternative for sellers to with new merchandise.

7. Drive exterior site visitors

Many manufacturers overlook about this half, or reserve all exterior channels to level to their on-line retailer. Whereas there may be apparent worth in directing exterior site visitors blogs, Fb Advertisements, Google AdWords, influencers, and so forth.) to your personal web site, those self same ways can even work to advertise your Amazon listings. 

Strategically resolve which channels make sense to direct to Amazon. For instance, bloggers, vloggers, and different influencers typically love directing site visitors to Amazon as a result of they’ll accumulate an affiliate fee on any clients purchases that come from their customized hyperlink.

Closing ideas

Amazon could be a very aggressive and sophisticated market, however for those who spend a while optimizing and selling your listings, you will be in a significantly better place to compete.

Don’t get distracted by making an attempt to recreation the system. As an alternative, concentrate on what you’d need to see for those who have been the shopper: clear and descriptive pages, aggressive pricing, respected and prime quality opinions, and a reliable and responsive vendor.

In case you can concentrate on the issues that matter and achieve this with knowledgeable and credible demeanor, you might be already forward of many rivals. Now go get promoting!


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