Amazon has become along the years one of the top marketplace choices for different brands and retailers. Considering its global popularity, deciding to sell your products on Amazon is understandable, and a wise sale approach at the same time. However, just because you’ve joined the platform as an online retailer, doesn’t mean you will instantly benefit from the level of exposure you desire.
Creating awareness around your products and attracting more customers to your brand means focusing on your Amazon ranking. This can play a vital role in your retail success. Considering that Amazon ranks a bit differently than traditional search engines, you should document yourself on the subject properly and implement the right strategies.
So what exactly should you be doing here? What are the most important steps to follow? Here are a few pointers that will clarify the topic for you:
When it comes to SEO, and more precisely, Amazon SEO, keyword research is critical. Many online retailers still fail to understand how this practice helps them and why it’s actually important. Without proper keyword use, your product listing won’t reach the top of most rankings. The keywords should be selected in a relevant manner, in order for your products to actually be found when a prospective customer is searching for what you have to offer.
Amazon has available five fields where you can specify the search terms you want to associate your products with. Each field has a character limit. Google’s Keyword Planner is usually the most useful tool for keyword research practices.
Acknowledge the importance of bringing traffic from outside sources. To boost your ROI and have your products stand out, you should use other channels to your advantage. You can bring more traffic to your Amazon listings in the following ways:
You have several relevancy factors that will allow you to improve results in a systematic matter.
The title is one of the first things to focus on. Besides adding the name of the product first, include all other relevant specifications as well, but at the same time try to avoid overstuffing the title. Even if you’ve included all keywords, if they don’t flow naturally, your title won’t work to your advantage.
Your Amazon title should usually include product, brand, quantity, material, color. It needs to be under 200 characters, easy to read, and contain your targeted search terms.
The great product description has the role of increasing conversion rates and boosting customer engagement. A complete product listing means higher odds of being shown at the top of the search results, as well. When all other factors are the same, a complete product listing is what differentiates you from your competition.
Besides being engaging, your product description should also:
Add all product features, in-detail, using bullet points to increase conversions. Complete the specifications section with all physical and technical details, including shipping weight, size, color, etc. This will show Amazon your diligent and will help its algorithm view your listings as relevant.
It’s easy to lose your position in search results if you’re products aren’t in supply. Make sure you stay on top of inventory and try to avoid potential deficits. If you’re using the Fulfillment By Amazon program, you can set to receive automatic reminders. This will help you restock on time, and prevent you from losing ground in rankings.
Customer feedback impacts your product search results, and at the same time, your “Buy Box” chances”. “Buy Box” is what Amazon uses to recommend one seller. This is determined every 15 minutes based on Amazon’s A9 algorithm. Product reviews are critical here.
Any product that has a large number of positive reviews will naturally sell better, customers regularly relying on feedback to make a specific purchase. Online retailers usually encourage customers to leave by reviews by adding a note in the package. Another option is to send a follow-up email.
Sending an email to your customers after they’ve made a purchase, politely asking them to leave a review can work quite well here. However, make sure you write the email content with attention to detail, in a friendly and compelling manner.
“If you’re going to include follow-up emails in your Amazon marketing campaign, these should be well-written. Consider the tone of voice used, choose your words carefully, and make sure you revise the content and look for possible errors before sending the email” – says Freddy Campbell, an email marketing specialist at WOWGrade and Huffington Post contributor.
One last aspect that should be mentioned here is pricing. Avoid a large gap in pricing with your competition, because this will only be to your disadvantage. Try to beat, or at least match the prices your competitors are asking for the type of products you are selling on Amazon. Higher prices mean higher bounce rates, and lower Amazon rankings altogether.
Regardless of what types of products you are selling on Amazon, one of your objectives is to increase your clientele range and achieve the level of profitability desire. Your Amazon ranking directly impacts your monthly profits, that’s why you should adopt the right practices to obtain a boost here. There are various important factors to acknowledge, but the suggestions highlighted above remain the most relevant ones. From optimizing your product listings to bringing traffic from outside sources, each one of these guidelines can help you reach the outcomes you are targeting, so use them to your advantage.
Melanie Sovann is from the greater LA area and is a seasoned writer and blogger, passionate about a broad spectrum of topics, ranging from technology to sociology. She is currently a writer and editor at Trust My Paper and loves every second of it.