When Is the Deadline for Amazon Prime Day Lightning Deal Submissions 2019?
USA: May 10, 2019 PDT midnight (local time) Europe: May 17, 2019 MEST midnight (local time)
What Day Is Prime Day 2019?
Amazon keeps the exact day a secret and only reveals the date a few days in advance.
That said, we can make an educated guess: Every Prime Day so far has been in early to mid-July, with a bias for Tuesdays. We’re calling 2 July or 9 July.
How Long Is Prime Day 2019?
In 2018, Amazon extended Prime Day from 24 to 36 hours for the first time. We expect this timespan to stay the same or become longer.
At any rate, the lines are blurry here: Sellers will create deals for the weeks before and after Prime Day, making it a month stuffed with bargains.
Benefits for Sellers & Vendors — Is Prime Day Really Worth It?
Promoting your product to an exclusive and shopping-friendly crowd on one of the most anticipated e-commerce events of the year comes with an impressive price tag.
Prime Day was free for the first two years, but in 2017, Amazon introduced a registration fee of $500 per Lightning Deal.
The intimidating cost of Prime Day Lightning Deals might dishearten sellers who worry if the performance of their products can sustain such an expense.
In fact, this might be a reason for the fee in the first place: a higher cost will cause Sellers to be more deliberate with their promotions — thus increasing the overall quality of Lightning Deals on Prime Day.
Prime Day breaks sales records every year, so the increase in traffic, sales, and exposure may well justify the initial investment.
Check out this video for a behind-the-scenes look at the logistical challenges presented by hosting a 1-day shopping event — across several timezones!
Even if you can afford the sought-after promotion, your product must fulfill certain criteria to be eligible for a Prime Day Lightning Deal.
If you can’t submit your product, don’t worry — there are many more ways to cash in on the purchasing power of Prime Day.
Let’s take a look at your options.
Prepare for Prime Day 2019 — Tips & Procedures for Sellers & Vendors
Create Bargain Discounts: Amazon Deals, Coupons, and Prime Day Promotion
Prime Day Lightning Deals
Lightning Deals are promotions that appear prominently on the Amazon Deals page for a limited time, usually around four hours.
Submitting a Lightning Deal doesn’t guarantee that your promotion will be displayed, however.
With the help of an algorithm, Amazon determines the best deals out of the pool of submissions and ranks them according to sales potential.
Deals with the best price, quantity, and inventory are then awarded the best time and position on the Amazon Deals page.
Amazon Lightning Deals: Minimum Requirements for Sellers
Not every seller can take advantage of Lightning Deals. In order to be considered, you must fulfill the following requirements:
Professional Seller Account
At least 5 Seller Feedback Ratings per month
Overall Feedback Rating of at least 3.5 stars
On top of that, you must also offer products that are eligible for Lightning Deals.
You can easily find out whether your products qualify or not by checking for recommendations on your Lightning Deal dashboard.
If you cannot see any recommendations, then your products are not eligible.
Amazon Lightning Deals: Minimum Requirements for Vendors
Average customer review rating of at least 3 stars
Retail offer must be active
Meets projected customer demand threshold
Discounted price is – at least 20% off the current Amazon retail website price – at least 5% lower than the lowest price in the past 28 days – the lowest price as of January 1, 2019
What Is Amazon Per-Unit Funding?
As a vendor, you are responsible for agreeing on promotional funding with Amazon. That means you decide on a so-called “per-unit funding” that is added to the Base Merchandising Fee ($500 per Lightning Deal on Prime Day).
To help you plan your budget, you can also agree on a “max unit quantity”, i.e. the maximum number of units you want to provide funding for. Using the above example, if you agree to fund 100 units a funding amount of $2 per unit, your maximum cost will be $200.
Don’t have a product eligible for Prime Day? Missed the deadline for Lightning Deals? No problem!
Here are some tips to profit from the generous Prime Day traffic.
Amazon Coupons are a great way to grab the attention of a bargain-hunting Prime Day shopper.
Buyers might be so focussed on finding cheap deals that they skim straight past products without the Lightning Deal label.
Coupons tag each product with an unmistakable discount label, guaranteeing visibility on every page and granting customers a discount of your choice.
In addition, the bright orange coupon labels also decorate your Sponsored Products ads, so you can make your discounted product even more conspicuous if you promote it.
Vendors and Sellers with a registered brand on Amazon can make use of the increasingly powerful visual content, like Amazon Brand Stores, A+ Content (Vendors) and Enhanced Brand Content (Sellers).
Use the time until Prime Day by fleshing out your listings — you can even add videos as a Seller now! The Sellics VE Content & SEO module will show you which of your listings already have A+ Content (and which don’t).
Boost Prime Day Visibility With Amazon Ads
Use Amazon Advertising, especially Sponsored Products and Sponsored Brands, to drive as much traffic as possible to your discounted products and deals on Prime Day.
1 — Increase your Prime Day advertising budgets and bids
You will face fierce competition on Prime Day, so it’s time to show your claws and get aggressive — raise your bids.
5 — Create a campaign explicitly for Amazon Prime Day
Please note: This strategy is only for new products or those you have not advertised yet.
Amazon advertising campaigns need time to acquire a decent quality score.
If you plan to advertise new items (or those you haven’t advertised before), we recommend you start your new campaigns about two months before an event — in this case, usually during the submission window for the Prime Day Lightning Deals.
Shoppers are hunting for bargains
6 — Use Sellics Ad Scheduling to target peak shopping times
Please note: This strategy is only for experienced Prime Day advertisers. If you don’t know your peak times, you should promote your deals throughout the event.
If you have a limited budget and/or know when your target group is active during Prime Day, you can increase the efficiency of your ads with Ad Scheduling in Sellics.
This strategy might also be useful if you are promoting your products in a different time zone.
7 — Don’t Disappear — Keep an Eye on Your Daily Budget
On Prime Day, your campaign budgets might run dry quicker than expected. Once this happens, your ads will disappear, so make sure you’re supplying enough cash to stay visible.
If you’re worried about the expense, remember that your organic sales might also benefit from the halo effect.
For more control, you can set your ‘daily account budget’ to a fixed spending limit on Prime Day.
8 — Stock up on Inventory (Or Let Prime Day Wipe Your Shelves)
If you follow this guide, your sales will increase significantly on Prime Day — which can boost your Amazon bestseller rank (BSR), causing increased sales to continue well into following weeks (the so-called halo effect).
Be prepared for the best case scenario: Make sure you have enough inventory so that you don’t sell out during (or after) Prime Day and the halo effect.
Prime Day promotions aren’t cheap. Your investment needs protection, and by stocking up on your best products, you show your customers the reliability of your brand.
9 — Spread the Word About Your Amazon Seller Prime Day Campaign
Last but not least, go the extra mile and tell everyone about your jaw-dropping deals: Use #AmazonPrimeDay and a link to your deals in email blasts, social media posts, and paid traffic.
After Amazon Prime Day — Cleaning Once the Dust Has Settled (And What to Do Next)
Experience is a harsh but illuminative teacher. Prime Day didn’t go as expected? Now you know which parts of your Amazon business need improvement.
The most likely pitfalls will be your inventory replenishment, using the right keywords to reach your target impressions, and optimized content to convert all that extra traffic into buying customers.
A steep increase in sales usually comes with an increase in customer engagement — be prepared to answer many more questions, but also to handle more returns and refunds.
Gradually, things will return to normal and you can reset your ad budgets and bids.
The days where people can easily find and sell new products have passed. The times where Amazon sellers could easily build what feels like a six-figure business overnight are over.
If you want to be successful on the platform – as a seller or vendor – you need to put in the hours. This is especially true for launching a new product.
No matter if you are newbie or seasoned seller, launching a new product on Amazon is difficult.
But why is it so hard?
The Catch-22 of Amazon Product Launches
There are a few different metrics in the Amazon A9 algorithm that determine the ranking of your product. One of the most important factors is sales velocity, indicated by the click-through rate (CTR) and conversion rate (CR). They, in turn, are determined by:
CTR: main image, reviews, title, price
CR: copywriting of the listing, remaining product images, price
Seems pretty straight forward: sell some product, your ranking will improve, leading to more sales and eventually your Amazon dream sets off. Unfortunately, that is not how it works in real life (even though there are loads of ‘Amazon gurus’ telling you so).
Here’s the problem: for a product to sell, it needs to rank high. And for a product to rank high, it needs to sell. So where do you start? That’s the logical conundrum of Amazon product launches – a Catch-22.
It means you have to create initial sales and rank high – both at the same time.
3-Step Strategy for Launching a New Product on Amazon
Let us warn you early on: During the launch phase of a new product, you will often have to operate at break-even point or even accept losses. The goal is to improve ranking rather than making profits. Be prepared to spend a little.
It truly is no child’s play. But it is not impossible. Here is how you do it:
Our 3-step strategy starts with generating the first few sales and encouraging your early customers to leave product reviews. Once you have collected 3-5 reviews, you drive paid traffic to your product to set off the Amazon flywheel, further push sales, and eventually start ranking on the first few pages in the search results.
Please keep in mind that our strategy assumes that you have done thorough product research and already created an SEO-optimized product listing that is ready to go live when you need it to. The following articles can help you with that:
1. Get the Ball Rolling: Develop an offer customers cannot refuse
Reducing the price of your product is the easiest way to increase initial demand – especially if you make people feel like they are getting a really good deal. That is why each of our proposed strategies to create sales includes a product discount.
Amazon Giveaway (US only)
You can offer your new product as part of a giveaway on Amazon itself. While the winner receives your product for free, other contestants can purchase your product at a discount. The key is to require people to watch a product video before they can enter the giveaway in the hope that it will induce participants to make the discounted purchase even if they do not win.
The disadvantage? You have to have a very good product video at hand, which is often quite expensive to produce.
Upsell through already successful Amazon product
Unfortunately, simply giving a regular discount for the new product doesn’t work, as people first need to find the product to then purchase it – and you won’t be ranking well initially. You can use one of your high-ranking products to overcome this problem of visibility.
Create a discount structure where your new product is tied to one of your best sellers. People then receive a discount if they purchase the two products together. You can set this up under ‘Manage Promotions’ in the ‘Inventory’ tab of your Seller Central.
The disadvantage? This strategy only works well if the new product is complementary to one of your best sellers. Otherwise, the probability of people purchasing the two products together is very low.
These two approaches work within the system Amazon provides you with. Success rates have been varied. In fact, online seller feedback and our own experience suggest that the best way to create the first sales is by directing outside traffic to your new Amazon listing.
Channel off-Amazon traffic to your product listing
Making initial sales on Amazon is problematic as products that rank lower than the first few pages in the search results are barely viewed by customers. The point of using external channels is, therefore, to get your Amazon product listing in front of potential customers that are willing to make the purchase.
The key is to find and connect with your target group – early adopters of your new product. This is easier if you are already selling your products on Amazon and have actively been building an audience.
Offer exclusive discount codes to your Email list
If you are running an online store off-Amazon where you’ve been collecting email addresses already, you can leverage them to your advantage. Most of the people in the list have probably either bought from you before or shown interest in your product range. Offering them an exclusive discount via an email newsletter with a link to your new product listing dramatically improves your chances of making a few sales and creating a successful product launch on Amazon.
Building an email list from scratch, however, is a lot of work – but it usually pays off in the long run. So if you are currently preparing to extend your product range and have a few months to plan the launch, building a new email list via Social Media, your online store, or a landing page could be an effective way to create external traffic to your product listing – now and for every future product launch.
Another way to reach a suitable audience is via Influencer Marketing. You can assign a discount code to an influencer in your niche and require them to link to your product listing. This might also help in providing social proof when product reviews are spares. However, keep in mind that you are losing additional revenue as you have to often pay a hefty commission to the influencer.
Connect with your audience via Facebook
There are three ways you can make use of Facebook.
Depending on the product you want to sell, you can find relevant Facebook Groups with members who, based on their interest or hobby, might be the right target audience for your new product. Make sure to message the group admin and ask for permission to post a link to your listing with a corresponding discount code.
Another way to leverage the power of Facebook is via advertising. Facebook allows you to fine-tune the targeting of your ads so that you can reach people that are likely to be interested in your offers. However, if you’ve never done Facebook Ads before and aren’t exactly sure what you’re doing, it can quickly bleed out your marketing budget for the launch (and beyond).
Using a Facebook Bot adds an interactive element to your Facebook promotions – and is the most effective way we know to make the first few sales. We’ve already discussed this strategy in an earlier post in the context of creating the first reviews for a product.
2. Create Social Proof: How to get Reviews for your New Amazon Product
With the first few sales comes the challenge of convincing customers to then leave a review. Customer reviews are important for two reasons: Conversion: a product without any reviews look suspicious. Social proof and the opinion of customers who have already tried and tested the product are influential factors in making purchase decisions for many shoppers. Marketing with PPC Campaigns: We’ve found that PPC campaigns for products without at least a few reviews often fail. Therefore, you should only start PPC campaigns (and thereby create more crucial sales) once a product has received a minimum of 3-5 reviews.
Here are your options for collecting your first product reviews:
Amazon Early Reviewer Programme (US only)
When it comes to reviews, Amazon is a bit of a pickle. They are very well aware of the value of reviews, and how much sellers struggle when introducing new products to the marketplace. At the same time, the E-Commerce giant has been coming down hard on anyone trying to trick the system and generate fake reviews.
To solve this pickle, Amazon has introduced the Early Reviewer Programme (sellers) and Amazon Vine (vendors) in the US.
Early Reviewer Programme for Sellers
Amazon Vine for Vendors
For a fee of $60 (per SKU), Amazon sends follow up emails to people that have purchased your products and offers them a reward of $1-$3 for leaving a review. Only products that have less than 5 reviews and cost more than $15 are eligible for the Early Reviewers Program. The program will stop either after one year, or when your product has received 5 reviews.
Customers with a track record of leaving lots of reviews that are perceived as useful and trustworthy are invited to be part of ‘Vine Voices’. Participants receive free products to test and provide honest reviews.
On Amazon customers expect to receive a well-functioning product in a timely manner. Meeting these minimum standards of customer service will hardly get you the first few reviews. That’s why you should try and create unexpected value for your customer and thereby encourage them to leave a review – for exceptional customer service.
This unexpected value might come in the form of a freebie, a discount for their next purchase order, or valuable information/online resources that complement your product. Our post on Packaging Inserts explains the concept in more details and might give you some inspiration.
The Sellics Strategy for Generating Reviews for New Products
Our team has devised and tested an effective (but also costly) method of generating the crucial, first reviews for a newly launched product on Amazon. We have already mentioned this strategy in the previous section on generating early sales. You can find it again here – and so far it’s the best we know.
A Word of Advice: Stay within Amazon’s TOS
We understand that every beginning is hard. And while you might be tempted to revert to black hat tactics to accelerate the launch, let us tell you: it is not worth it. Recently, Amazon has increasingly been cracking down on sellers using SuperURLs or showing unnaturally high sales velocities (especially as a new account). Trying to trick the algorithm is almost guaranteed to lead to account suspension.
3. Get found: Start a PPC Campaign for More Traction
Now, we reached the final stage of our launch strategy: pushing your product out there and making it more visible via PPC marketing.
And when we say ‘push’, we mean push!
PPC campaigns help you overcome the problem of not ranking in the early days of a newly launched product.
If you’ve been following Sellics for a while, you probably know our optimized PPC strategy by heart. This is what we found works best and have been preaching ever since. Check out our PPC Manual for Maximum Success – it includes everything from finding the right keywords to setting up and optimizing your PPC campaigns.
Since a product launch creates some special circumstances, there are a few alterations we would suggest to our usual PPC strategy:
You will want to bid a bit more aggressively. Your goal at the start is not necessary to make a profit but to get your product out there.
A little while ago, Amazon introduced dynamic bidding. Since your goal is to create the maximum amount of sales (no matter the cost), you should turn off dynamic bidding and stay with fixed bids.
Add Product/ASIN targeting to your PPC strategy. Attaching a PPC ad to one of your more successful product listings serves two purposes: (1) you can catch the eye of customers who are already interested in one of your products and potentially upsell them, and (2) if the targeted product already has a bunch of good reviews it might serve as social proof for the new product you are advertising.
You initial PPC efforts should be quite aggressive. They are the key to your launch and allow your product to be found by potential customers. Just make sure your campaigns are continuously optimized and cared for to avoid unnecessary dollars spend.
Amazon is steadily expanding its lead in e-commerce. More and more manufacturers and sellers offer their products via Amazon to benefit from this vast sales potential. The rising competition forces Amazon salespeople to engage more intensively with Amazon and its opportunities as a marketing channel.
We help sellers and vendors develop an Amazon marketing strategy. In this comprehensive overview, we describe the many different ways to conduct online marketing with Amazon and discuss the differences in marketing between sellers and vendors.
There are three general categories for marketing methods with Amazon:
Amazon SEO: Optimizing keywords and the performance of a product or a product page to improve the organic ranking in the Amazon search. Most Amazon SEO measures are free of charge (Non-Paid). Amazon SEO takes place on the Amazon platform (On-Amazon).
Amazon Advertising: Various Amazon advertising formats and promotions to endorse brands or individual products. Advertisement on Amazon is usually subject to a fee (Paid). Depending on the format, advertising takes place directly on Amazon or other websites or platforms (On- and Off-Amazon, respectively).
External Marketing Measures: Paid and Non-Paid marketing formats that are not offered directly by Amazon and are conducted through external channels (Off-Amazon).
1. Amazon SEO — Rank High in Search Results
Search Engine Optimization (SEO) is one of the best-known methods of online marketing. SEO helps you to appear as high as possible in the search results for specific queries. Today, more product searches are started directly on Amazon than on Google. This makes Amazon the # 1 product search engine on the internet.
Making sure your own products rank high on Amazon is all the more critical. As a result, Amazon SEO is one of the most essential elements in an Amazon marketing strategy. Here are the key factors for a successful ranking on Amazon:
1.1 Keywords: Essential Research and Proper Placement
Researching and selecting the best keywords for a product are at the core of Amazon SEO. Once all the relevant keywords have been researched and assigned to the product, a larger variety of search queries can display the product in the search results. The product becomes more visible.
The right placement of the keywords in the product is just as important for the ranking. Through in-depth testing, we’ve found that the most important keywords for a product ranking are the ones in the title, followed by the generic keywords (or “search terms”). The latter are entered in the backend; they don’t appear on the product page.
Tip: Use Sonar to find the best keywords for your product listing – it’s a free Amazon keyword toolwith actual search volume for keywords on Amazon.
Take care when entering your “generic keywords” in the backend: Amazon will ignore them if they exceed 249 bytes (more about the byte limit).
1.2 Product Text — Optimize for Humans and Machines for Best Results
Follow these principles when creating descriptions and product texts (title, bullet points, product description, EBC / A + content):
Information: Provide all necessary information for the buying decision
Communication (Advantages/Benefits): Highlight the benefits and USPs of the article in the description. How do your product’s features help potential buyers? How exactly do they benefit from them?
Presentation: Present and structure information so that customers can receive it quick and easy
Additional content options are available for sellers with Amazon Brand Registry (Enhanced Brand Content (EBC)) and vendors (A+ Content). An integrated modular system, for example, enables the combination of texts and images to a high-quality product description. The result: Vastly improved options to show off products and brands and to utilize cross-selling.
While optimizing product content, it’s important to keep in mind how it will appear on mobile devices. Text (such as bullet points and product description) comes out significantly shorter so that the most important information should always be listed first.
1.3 Product Images: Plenty of Pics in High Resolution
Pictures often say more than a thousand words. That’s why attractive, conversion-optimized product images play an important role in online marketing with Amazon. The first thing a customer sees of a product is its images. Professional and deliberate product images make a good impression and thereby increase the click rate and conversion rate (more tips for optimizing product images).
1.4 Product Reviews: Nurture Positive Feedback
Amazon reviews can just as much boost a product as they can ruin it. That means it is vital to respond to negative reviews. At best, careful review management converts a negative rating into a positive one.
So-called product test or deal platforms can be used to generate reviews, but it is important to double-check that they conform to Amazon’s review guidelines. Amazon itself also offers vendors and sellers its fee-based review generation programs: Amazon Vine (vendors) and the Early Reviewer Program (sellers).
1.5 Questions & Answers: Add Missing Information
The questions that customers can ask on the product page are just as important. Customers often ask about specific details of the application or other information they can’t find on the product page. Sellers, vendors, and other customers can answer questions. Sellers and vendors should address unanswered questions regularly to ensure that customers receive correct answers.
Doing so will also improve the information content of the product page: The questions often point to larger information gaps, which can now be added to the description.
1.6 Product Information: Crucial for Filter Navigation
Additional information can be entered for each product, for example about material, weight or energy efficiency class. Fill in this information as thoroughly as possible: The filter navigation in the sidebar of the Amazon search uses it, as well as specialized product finders. The information is also clearly displayed in a dedicated section on the product page and can thus improve the conversion rate.
1.7 Price: Competitive Pricing Refines Ranking
An attractive price is conducive to organic ranking. Whether or not a price is “attractive” depends on the competitive environment of a keyword. Salespersons should compare the prices of the products above and below their own product and, if possible, position themselves competitively. The best way to determine the “perfect” price setting for a product is ultimately by simple experimentation. Sellics quickly reveals the impact of a price change on the ranking.
1.8 Delivery Method: FBA Leads to Better Ranking
The use of the FBA (Fulfilment By Amazon) shipping service also has a positive impact on ranking. More and more buyers are Amazon Prime members who prefer to buy FBA products because they don’t pay shipping fees.
In other words: You can achieve more sales and a better conversion rate with FBA. This, in turn, has a positive effect on the ranking.
2. Amazon Advertising
2.1 Paid Advertising
Amazon Marketing Services
Various types of ads can be displayed in search results and on product pages of the Amazon website by using Amazon Marketing Services (AMS). These adverts link to product pages or other landing pages within Amazon (On-Amazon marketing).
AMS charges are click-based (PPC — pay-per-click or CPC — cost-per-click).
Amazon Marketing Services addresses target audiences very precisely. It is very effective and should be part of every Amazon marketing strategy.
AMS offers three different advertising formats: Sponsored Products, Headline Search Ads, and Product Display Ads. Vendors can use any of these formats if they have an AMS account and are logged in to it. So far, sellers are limited to Sponsored Products and Headline Search Ads — at least these tools can be accessed directly through the Seller Central account.
Sponsored Brands (previously: Headline Search Ads) (Vendors + Sellers with Amazon Brand Registration): Spnsored Brands are banners that can be deployed in different places on the Amazon search results page. The banners might, for example, link to an Amazon landing page with selected products. They can also be deployed in response to specific keywords (keyword targeting).
Product Display Ads (only for vendors): Product Display Ads appear on product pages below the Buy Box. They can be deployed for specific products or via interest-based targeting.
Amazon Advertising Platform
The Amazon Advertising Platform (AAP) is a display advertising network from Amazon. With AAP, banners and other advertising formats are shown on Amazon, but also on external sites (On + Off Amazon campaigns). Both products on Amazon and external offers/websites can be advertised or linked (Link In + Link Out).
The cost of AAP is impression-based (CPM). AAP is accessible to all advertisers (vendors, sellers, or third parties) but it requires a relatively high minimum budget.
Amazon Media Group
The Amazon Media Group (AMG) is Amazon’s advertising department. All the various services in the field of advertising come together here. As a managed service, AMG also offers complete planning and implementation of advertising activities across multiple channels. This includes the advertising formats of AMS and AAP as part of an AMG package. Further advertising options are e.g.
More choices for display advertising on the Amazon homepage
Advertising on Amazon Devices (such as Kindle Fire or Fire TV)
Flyers in parcels
Like AAP, AMG is accessible to all advertisers (vendors, sellers, or third parties), but it requires a relatively high minimum budget.
2.2 Discount Deals in Online Marketing with Amazon
Several discount promotions are available for both vendors and sellers conducting online marketing with Amazon. Some of the promotions are free; others are liable to a charge.
Free of Charge
Sale Price A time-limited, reduced price offer is one of the most manageable actions. On the product page, the customer sees the regular price as a strikethrough price, followed by the sale price and the savings (“you save X%”).
Amazon merchants can use a variety of promotion tools to inform customers about sales or special discounts:
Percentage-off: The item price will be reduced by an amount or percentage of your choice. Discounts may be granted on a single product, on a specific number of products, or on a particular combination of articles. The promotion is either made visible directly on the product page (for example, for cross-selling) or with the help of generated coupons, which you can distribute over different channels.
Free Shipping: With this promotion, the shipping is free for your customer. You take over the costs instead.
Buy one, get one free: The buyer receives a free product for every purchased product.
Giveaway: To create competitions. You can set individual prizes and conditions for each sweepstake promotion.
Social Media Promo Codes: Promotions with percentage-off discount. These promotions receive their own Amazon marketing page, which you can share through social media or other channels.
A promotion can be distributed to target specific customers (e.g. through a newsletter) or be published directly on the Amazon product page, where it is visible to all users (e.g. for cross-selling). If the discounts are publicly visible, they will also appear in the search result for the respective product (on Amazon.com, however, this is no longer the case — Marketplaces of other countries may also be affected soon).
The promotional discounts increase the conversion rate and sales, which in turn has a positive effect on the ranking. Thus, coupons are another way to operate Amazon SEO. The promotions can be created and distributed free of charge. There are no further costs for the seller aside the discount.
Subject to a Fee
Amazon Lightning Deals, Prime Day etc. The “Amazon Lightning Deals” are a special form of discount. Here, a predetermined quota of an item is featured for a short time (4 to 12 hours) at greatly reduced prices. Consider them support for the classic promotions.
An advantage of the Lightning Deals: The offers are listed on the central Amazon Deals page. This separate page is often accessed directly by customers (especially for promotions such as Prime Day), which is why, for a short time, products in the Lightning Deals are extremely visible. In addition, a special label highlights the products with Lightning Deals in the search result.
Amazon sets limiting criteria for item quantity and price to create a Lightning Deal. Sellers can only generate Lightning Deals for products that have already been pre-selected or qualified by Amazon. Vendors, on the other hand, can freely select products for Lightning Deals from their product catalogue. The use of Lightning Deal is subject to a fee.
The participation in special Amazon promotions such as Prime Day or Christmas campaigns is also set up via Lightning Deals. Proposals must be submitted to Amazon within a particular time frame before the promotion. Lightning Deals are also slightly more expensive during these special Amazon promotions.
Coupons “Coupon” promotions have long been reserved for vendors. Since recently, sellers can also use them. A coupon will be displayed on Amazon in search results, on product pages, on the Amazon central landing page, in the shopping cart, and on Amazon’s dedicated marketing pages. With a coupon, you can grant customers a discount of your choice on one or more products.
These are the main differences to other discounts:
Visible on the main Amazon page as well as on Amazon’s special marketing pages
Increased visibility with a special coupons label in the search result and on the product page
Subject to a fee
2.3 Amazon Brand Stores
Vendors and sellers who have registered a brand with Amazon can create a brand store. This type of shop is assembled with a modular system and can contain several navigational layers to present the assortment of goods. Use unique pictures and texts to present your brand in an appealing way. The brand shop has its own URL and is therefore ideal as a landing page for external traffic.
3. External Marketing aka Off-Amazon: Lead More Customers to Amazon, Generate More Sales
After this detailed overview of the marketing activities that are carried out directly on Amazon or belong to Amazon’s promotional offers (On-Amazon marketing), let’s now take a look at the ways to advertise products on Amazon from outside (Off-Amazon marketing).
Off-Amazon measures guide users who are not yet on the Amazon website directly or indirectly to your product page on Amazon. The principle is relatively simple: A link on an external page leads to your product on Amazon. The external site directs users to Amazon, where they buy the product. Useful landing pages are a product page, a product selection page, or the Amazon Brand Store.
In contrast to Google, where the linking alone leads to a better ranking in the search results, the link to Amazon is only useful if it generates more purchases. The key question for sellers is, therefore: Where can I place links to my products to lead additional buyers to my Amazon site? Here are some possibilities.
3.1 External Amazon Marketing Strategy
Pay-per-click models like Google Adwords, Facebook ads, or banners are an easy way to place external links. The ads link to the product on Amazon. When a user clicks on the ad, they go directly to the product on Amazon.
Newsletter / E-Mails
Newsletters are also great for Off-Amazon marketing. Sellers can regularly offer their customers new products via the newsletter. If these products link to Amazon, the recipients can conveniently buy the products. The seller thus generates additional sales on Amazon, which he would not have achieved without Off-Amazon marketing.
Another possibility is the marketing of products through content. If you provide well-known bloggers, YouTubers, or Instagramers with your product for testing, they can publish the test results for their followers and link the product. You can also actively participate in expert forums and discussions in social networks.
Deal Sites / Coupons
Brand pages in social networks can be used to grow brand awareness, strengthen customer loyalty, and raise awareness about the product offering on Amazon. Host a competition, for example, or point out new products or current Amazon deals.
3.2 Your Online Store or Amazon?
Off-Amazon advertising also has a positive impact on the organic ranking
Many merchants and brands ask themselves: Why should I send traffic to Amazon instead of my own online shop? The advantages of your own online shop: No Amazon fees and more control over your marketing.
Here’s an argument in favour of sending traffic to Amazon: Amazon offers a much larger platform and farther reach compared to many online shops. Any additional sales through external traffic only improves the ranking and visibility on Amazon. Kavaj, a manufacturer of iPhone and iPad cases, estimates that for every sale generated by Off-Amazon advertising, there are 3-4 more On-Amazon sales as a result of the improved organic ranking.
Off-marketing combined with a special landing page
The most successful merchants use an individual landing page for their Off-Amazon marketing strategy. Instead of linking directly to the product on Amazon from the external page, external traffic first reaches the landing page. It usually looks similar to an online store and presents the products in a very appealing way. Unlike an online store, however, you can’t buy the products directly on the website. Instead, clicking on the “buy” button will lead you directly to the product on Amazon, where you can finally buy it. The landing page acts as a medium to make the product even more attractive to customers, to increase the purchase probability. The landing page is also useful for building a newsletter mailing list, which in turn can be used for other Off-Amazon advertising (see above).
Start an upward spiral with Amazon Marketing
Put simply: The more a product sells on Amazon, the better it will rank in organic search results. Every advertising measure, which — whether On- or Off-Amazon — successfully increases the sales of a product on Amazon, always has the positive side effect that it improves the ranking of the product. In the context of a marketing strategy, you can start an upward spiral: Introduce a new marketing measure and generate the first sales. This improves the ranking. The higher ranking increases sales, and you earn more money, which you can reinvest into your marketing efforts.
These features were quickly integrated into our PPC/AMS Manager, which means sellers and vendors can now optimize Product Targeting campaigns and manage their new bidding strategies directly in Sellics.
What’s new in my PPC/AMS Manager?
Evaluate the performance of your Product Targeting campaigns in Sellics
Your Keyword tab has been renamed to ‘Targets’ — now it includes all your campaign targeting types
You can change bids and the campaign status of your Product Targeting campaigns
Add ASINs to Negative for your ASIN Targeting campaigns
Dynamic Bidding: See your current bidding strategy under your ‘Campaign’ tab
Change your dynamic bidding strategy in bulk in Sellics
Edit your dynamic bidding strategy and your placement bid adjustments together when you select “Edit Campaign Settings”
Optimize your Product Targeting campaign performance
All campaigns in your PPC/AMS Manager ‘Campaign’ tab are now marked with a ‘K’ (Keyword) or ‘P’ (Product) symbol to signify whether the campaign is using keyword or product targeting. This is not visible in Seller/Vendor Central, which makes it difficult for advertisers to immediately identify which campaigns are using keyword or product targeting.
You can also navigate to the ‘Targets’ tab to see which campaigns are using Keyword targeting, Category targeting, or ASIN targeting.
In your ‘Searchterms’ tab you will now see a list of all the ASINs that your ad is showing up for.
Immediately see your targeted products using ASIN Targeting
For your campaigns using ASIN Targeting, your targeted product’s image, title, and ASIN will also be displayed in your PPC/AMS Manager. Within Seller Central and the Advertising Console (for vendors), only the ASIN associated with the campaign is displayed, which makes it difficult to quickly identify the targeted products you wish to evaluate.
Easily add Negative ASINs for your new campaigns
You can now add ASINs to Negative in bulk for your ASIN Targeting campaigns. This is a very useful feature that will ensure your ad does not show up for certain ASINs; i.e. for products you do not want to compete with, and/or where you know your conversion rate will be low.
Dynamic Bidding & Placement Bid Adjustments
You can now see your bid strategy for Dynamic Bidding under your ‘Campaign’ tab. Simply hover over the arrow icon (see below image), and you will see the bid strategy (down only, up and down, fixed bids) you have chosen for that campaign.
We also show you the breakdown of your Placement Bid Adjustments, so you can immediately see the bid percentages you’ve allocated for Top of Search and Product Detail Pages.
If you want to change your Dynamic Bidding strategy for campaigns in bulk; simply select all the campaigns you wish to edit, and click on ‘Change Bidding Strategy.’
You also have the ability to edit your Dynamic Bidding strategy and your Placement Bid Adjustments together when you select ‘Edit Campaign Settings’.
Before we get into the details, let’s have a quick look at the recent stats.
Did You Know?
Amazon is now the third biggest digital ad platforms in the United States. It is anticipated that the U.S. advertisers will spend about $4.61 billion just on Amazon’s ad platform, accounting for country’s 4.1% of overall ad spending. (Source)
Amazon’s operating income from its advertising business will surpass AWS (Amazon Web Services) by the year 2021. The advertising income is anticipated to reach $16 billion compared to AWS’s at $15 billion.(Source)
The advertising revenue of Amazon in the United States will incline to $3.19 billion in 2019 from $2.35 billion in 2018. (Source)
Introduction To Amazon Marketing
Its digital advertising platform has turned out to be the third biggest in the U.S. This shows that Amazon’s ad momentum will tremendously growth this year.
Ever wondered what Amazon marketing strategies are? And how it manages to pull off so effectively that it beats its own record year after year?
Amazon divides its market based on
When it comes to psychographics, they influence and target every customer individually. They analyze their shopping preferences, buying behavior, and further, try to convert one-time visitors into regular, high-value, and long-term customers.
Besides publicizing its broad product range, Amazon also utilizes this data to focus on single customers, demographics, and geographies. Undeniably, this marketing strategy has turned out to be extremely successful for them and no wonder, they are at No #1.
Their targeted social media ads, Google ads, and well-publicized sales together have played a key role in turning Amazon what it is today.
To retain its customers, Amazon ensures that they give the quickest delivery possible. With 55+ fulfillment centers, they are taking their marketing strategies to a whole new level.
The 4 P’s Of Amazon Marketing Strategy
Amazon’s marketing mix (or 4Ps) is created to take advantage of its e-commerce operations. Its four components enable international growth and competitiveness while Amazon.com innovates its other services.
Popularly known as the “Marketing Mix,” Amazon analyzes a company or a brand that covers 4Ps, which include:
Here’s a clear explanation to what each factor does.
Though Amazon began its e-commerce journey with just books, today, it sells millions of products – grouped under various categories.
The best-selling product categories include shoes, jewellery, clothing, toys, home & kitchen appliances, electronics, books, outdoors, sports, car accessories, fine arts, etc.
Though Amazon offers items from independent businesses and retailers, it also promotes its private label products, more commonly known as Amazon Basics.
As this e-commerce giant continues to expand, more products are appended to its inventory regularly. So, diversity in products is the key reason why it stays ahead of its competitors.
A company can use various pricing strategies to sell its products. Here are a few to make a note of:
Amazon typically utilizes a competitive pricing strategy where it consistently assesses its competitors’ price lists, serving as a base for its product pricing. It ensures that its prices are kept low while giving customers a broad range of selection.
Besides this, Amazon also uses other pricing strategies like:
Due to the nature of its business, Amazon can easily bring changes to the products’ on a single day. This happens to be its biggest strengths, making it highly difficult for others to keep up with Amazon.
In recent years, Amazon has expanded its online retail business in different parts of the world. This presence has made it convenient for customers across the globe to have access to millions of products.
Even shipments from the farthest locations reach to you in a minimum time with AmazonGlobal. Its fulfillment centers and fast delivery time are yet other great reasons for its success.
Promotion is all about communication and Amazon understands this. It communicates with potential buyers and customers through ads with the help of various tools.
For example, it executes regular ad campaigns on websites, newspapers, television, billboards, and social media. It also promotes via Amazon affiliate websites. Besides these, Amazon frequently offers discounts and sales promotions, which is a great way of branding.
Myron has some great tips fro social media marketing in this SellerSPEAK episode. WATCH:
Types Of Amazon Marketing Channels
If you are an Amazon seller, knowing the different types of marketing channels and ways to use them effectively, can make a big difference in increasing your sales.
Amazon marketing channels can be grouped into two types:
The internal marketing comprises of:
The external marketing comprises of:
PPC advertising on Google, Facebook, YouTube, Instagram, Twitter, etc.
Forums and blogs
Let’s understand each marketing channel in detail.
The article will mainly focus on “Internal Marketing,” as that’s highly important for Amazon sellers. External marketing is a completely different and huge topic. Since it involves other platforms, it requires more in-depth knowledge, time, and money to execute it. Since Amazon itself is a great way to generate sales, we will concentrate on how to get this done correctly.
1. Amazon SEO Marketing
Before you learn how to execute Amazon SEO, first you need to understand how amazon’s algorithm works. Just like Google, even Amazon has its own algorithm called A9 algorithm whose job is to rank the product listings.
A9 is a subsidiary of Amazon, which is located at Palo Alto, California. The company develops search advertising and search engine technology. It takes development efforts in product search, visual search, cloud search, advertising technology, community question answering, and augmented reality. (Wikipedia)
Our work starts long before a customer types a query. We’ve been analyzing data, observing past traffic patterns, and indexing the text describing every product in our catalog before the customer has even decided to search. As soon as we see the first keystroke, we’re ready with instant suggestions and a comprehensive set of search results. – A9.com
Though you know Amazon as a big ecommerce brand, technically, it is a search engine that fetches the best products on top results for its customers.
If your product listing has all the factors that convinces the A9 algorithm, nothing can stop you from ranking on the top of Amazon SERPs (Search Engine Results Page).
A Quick Overview Of SEO
SEO is abbreviated as Search Engine Optimization, a practice followed by website owners to increase qualified traffic organically. When we say “organic,” it means the traffic that is coming directly from search engines like Google, Bing, or Yahoo.
Let’s make it simple. Say, for example, you are searching for something like this on google – can you use essential oils on the skin directly? – and you will see top 10 results. So, you might click on these results to read the information you are looking for. Now, you are one of these visitors to these websites.
The websites managed to get into the top 10 results page because Google’s algorithm filtered with their ranking factors and listed them to be the best.
Well, because they had:
Right keywords/search terms that people search for
Good domain authority
Now, when people use those “keywords” to search and click on these websites, they generate “organic traffic,” meaning that the visitors are purely through Google, Yahoo, etc.
Apply the same scenario to an ecommerce giant like Amazon now. Instead of Google’s search box, people (interested shoppers or potential buyers) directly search on Amazon’s search box for products that they want to buy. For instance, best running shoes, porcelain flower pots, craft papers, bread knife, and so on.
Now, how is Amazon going to rank the best sellers? Well, the factors to rank in Amazon SERPs differ a lot from Google because here, the top 10 results are not websites but rather product listings of thousands of sellers.
So, how does Amazon pulls off the best list possible to its customers?
This is where the the role of A9 Algorithm comes to play. The algorithm is exclusively designed to ensure that a shopper is shown the best product possible. So, unless you don’t have these factors in your listing, you are never going to make it to the top.
Unfortunately, no big company will reveal how their algorithm works because that’s their secret and that’s how they are making billions. However, by experimenting, most sellers and experts have come up with their own versions of ranking on top.
So, here’s what will exactly work to get you on the top results. Just make sure that your listing keeps up with these factors.
Factors That A9 Algorithm Looks For
Amazon SEO is one of the most important elements of Amazon marketing strategy. So, just don’t rely on advertising. Try to make your listings more search-friendly.
1. Product title with the primary keyword in it
When a potential buyer clicks on a listing, he or she sees two things first: product image and its title. Therefore, it is vital to keep them attractive and yet optimized.
Start by doing a quick keyword research and come with the potential keywords or search terms that Amazon visitors use. Shortlist a few keywords, each with decent volume while keeping the highest-search-volume (and low-competitive keyword) as your “primary keyword.”
This primary keyword is something you should use it in your title.
In this example, the brand has wisely inserted the keyword “women’s running shoes.”
Ensure that your title has these:
Quantity (if you are offering more than 1 product)
Pattern, color, or model number (if any)
Size (if any)
Note:Though Amazon’s product title allows 200 characters (with spaces), it doesn’t mean you can overuse your keywords. No! Keep it simple, informative, and with just your primary keyword.
Amazon Product Keyword Tips:
Capitalize the first letter of every word.
Use between 50 and 80 characters for the title.
Never capitalize the whole title.
Never capitalize the conjunctions (and, for, or) and articles (the, a, an).
Never capitalize the prepositions that fall within 5 letters (with, in, over, on).
Use numerals (don’t use “two” but rather use “2”).
Never use promotional texts like “Free Ship” or “Sale.”
Never use subjective commentary like “Best Seller” or “Hot Item.”
Neither should you keep your titles too long nor too short. Extremely short titles will not help you rank high. Too long titles will make it hard for potential buyers to figure out for a few seconds what you are actually selling. Doing both incorrectly will lead to low CTR (Click Through Rates).
A rightly optimized product title entices the buyers to click your listing. So, ensure that the first 4-6 words of your title are clear, reader-friendly, and concise.
Play it right. Keep it informative, optimized, and simple. That’s the key.
2. High-quality product photos
The saying – “a picture is worth a thousand words” – is so true. Unless you don’t keep it attractive, your listing is never going to get that traffic. So, your product photo speaks it all.
Clicked under good light and with a plan, white background
Set with size 1000 × 1000 pixels / 1500 × 1500 pixels
Note: Amazon recommends sellers to use larger photos – at least 1000 pixels wide so that it looks great and clear when the “zoom” button is clicked.
Amazon Product Photo Tips:
Do not include any illustration or drawing as the product’s photo.
The image file formats should be JPEG (.jpeg/.jpg), TIFF (.tif/.tiff), PNG (.png), and GIF (.gif).
The image file name should be the product’s identifier (Amazon’s ASIN, JAN, UPC, or EAN) followed by a “(.) period” and file extension (e.g. F00078956.jpg).
Never include photos that contain additional objects that you don’t sell.
Make sure that the product is in focus with good lighting and professionally lit.
Make sure that the photos have a realistic color with smooth edges.
Books, Video/DVD, and Music images must be the front cover and should occupy 100% of the image frame. Promotional stickers, cellophane, and jewel cases are not permitted.
The background of the images should be in white (RGB: 255,255,255).
Make sure that the image doesn’t contain any additional graphics, text, or inset pictures.
Offensive and pornographic materials aren’t allowed.
3. Attractive features in bullet points
Now that you have attractive product titles to encourage potential buyers to click your product listings from Amazon search results, the next step is to write your bullet points section – in a way that it sells.
Note: Amazon vendors can have up to 10 bullet points whereas sellers can only have 5 bullet points.
Not many vendors know that they can actually include 10 bullet points because the Amazon product setup page allows only for 5. But a vendor can add the remaining 5 bullet points in Vendor Central on the “Edit Product” page.
Although a vendor can include 10 bullet points, he or she can only use fewer characters than a seller. Typically, a seller can use 500 characters for every bullet point whereas a vendor can only use 255 characters, based on the product category.
Make sure that your bullet points:
Has the primary keyword.
Starts with a capital letter or is in a “sentence case.”
Does not include any punctuation marks in the end.
Uses semicolons for separating the phrases.
Does not include special characters.
Don’t have all words in CAPS.
Here is a good example:
Make sure that your every bullet point falls from 10 to 255 characters.
Never include website links or company details.
Include a keyword in this section.
Keep the content quality high and convincing enough for a buyer to make a purchase.
Write a point explaining how this product will benefit the buyers.
Do not include chunks of paragraphs.
Keep it organized and clear.
4. Clear and concise product description
If a potential buyer or shopper is convinced with your image, title, and price, he/she will definitely look at the product description. If he or she scrolls and makes it to this section, then known that you have almost made it to the Buy Box.
Here is a good example:
Make sure that your product description has:
One of your keywords in it
Clear and concise information
Note: Product description is another important ranking factor that A9 algorithm looks for. So, make sure to keep it clear, neat, and descriptive.
Make sure that you use your keywords in the description.
Write the content from a sales and customer perspective.
Add something that shows how your product will help your buyers.
Focus on adding a few emotional elements.
5. Competitive product pricing
Pricing the item too high will not attract any customer and keeping it too low won’t fetch you good profits. Product price is one of the key ranking factors on Amazon and hence, has to be set right.
If you see Amazon’s product listings, you will see a section of “answered questions.” This is one of the key metrics that A9 algorithm also looks for ranking.
Though they don’t specifically say that they track. But, the data in this section is something they have access to. Since Q&A is highlighted at the top section of the product’s page, it only means that it is crucial for conversions.
So, listings that have more number of answered questions, tends to rank better than others that don’t.
Here’s a good example of a listing that has a good number of answered questions.
7. More positive customer reviews
Undeniably, customer reviews play a key role in ranking too. The more the number of positive reviews, the higher are the results. If your product is great and is helping your customers, then they will surely drop a review about it to spread it to others.
However, you can also encourage your customers to leave an honest review of your product after they use it. Like the way this listing has done it.
8. Higher customer ratings
Customer ratings are yet another important factor that Amazon’s A9 algorithm looks for. Most people tend to buy a product by quickly applying that filter option of items with more than 4 stars. So, this means that you should have a killer quality product to increase your ratings.
9. Sales velocity
Amazon’s A9 algorithm also sees how much sales and conversions you make. In short, the greater the sales, the higher the rankings.
So, here’s what we did to assess a product listing. We took a sample listing from Amazon and checked on the sellerapp tool to understand how it performed and what it missed.
This is the listing we took as an example to check how it did on Amazon.
The outcomes were:
Upon evaluation, we found that the Hill’s Science Diet made an estimated sale of 85 – 108 per day with revenue between $5.25k and $6.64k in a day for the current price it sold.
This sounds all great, right?
But actually, NO.
When we analyzed the listing a little deeper, we found that it missed on a major part of sales and we will tell you why.
First, we analyzed its listing quality. The results were quite surprising. The tool could analyze all its backend data and could pull off how exactly it performed on Amazon.
It scored a total of 68.47 out of 100 with 2 critical errors and 1 warning. However, it passed 8 other tests.
The SellerApp’s tool gives a score to a listing based on two important factors:
The discoverability factor will look for the following aspects and gives a score accordingly. As far as this example listing is considered, here’s what the tool found:
Let’s get into each aspect of discoverability in detail.
Fulfilled by Amazon: The listing scored a total 10 because the seller is associated with FBA. Basically, an FBA seller gains more visibility, trust from potential buyers, and get a chance to win the buy box than other sellers who don’t.
ASIN Index: The listing also scored a total 10 on this factor because its ASIN was indexed. However, if your ASIN isn’t indexed, then it only means that there is no way your customers are able to find you. It is indeed a big problem, which required immediate fixation.
Search Visibility: Now, this is where this listing failed completely. It scored 0. It is a metric, which estimates the visibility of potential keywords. Since none of its keywords are in top 10 results, it scored 0 here. The best part is that the tool gives additional tips to improve.
Backend Keyword Characters: Again, the listing failed to make a good score for backend keywords. These keywords aren’t visible to the buyers but are as vital as your on-page keywords. These are usually the keywords that don’t fit into your copy and yet you want to be indexed for.
The desirability factor will look for the following aspects and gives a score accordingly. As far as this example listing is considered, here’s what the tool found:
Let’s get into each aspect of desirability in detail.
Title: As said earlier, your product’s title is one of the key factors that A9 algorithm looks for to help improve your listing’s ranking. Make sure that the title has a keyword and is attractive enough for a potential buyer to click on it.
Also, to perform great on Amazon, we recommend you to use at least 80 characters in your title. As far as this listing is considered, it was close enough to score a total 10 but couldn’t because it utilized only 78 characters and hence, it got 9.88.
Bullet points: Since bullet points is something that most buyers read after the title, it is important that your listing has this section attractively written so that it converts. The listing had a clear bullet points section mentioned with 5 clear points, it hit a 10 on 10.
Description: As said earlier, if a buyer scrolls down and reaches to the product description section, then know that he/she is highly interested in buying your product and is doing thorough research by reading through some more details. So, this is a good sign.
To increase your chances of ranking, we recommend you to keep 250 words minimum.
When the tool analyzed this listing, it found that it had an excellent description with a video. So, undoubtedly, it had to score a 10.
Image count: Images are one of the important selling points of a product listing. Therefore, keeping them in high quality is a priority. Also, adding a video is an added benefit because the buyer gets to see and learn how the product works.
To improve your chances of ranking on Amazon, we recommend you to use 6 product images, each of high quality and perfectly shot under great lighting.
The listing managed to score a 10 again because it utilized all the 6 placements that Amazon provides and included a video too.
Ratings: We recommend you to maintain a minimum rating of 4. Since the listing had a rating of 4.3, it scored at 8.6, which isn’t bad. However, there is still room for improvement.
Reviews: Like ratings, reviews are another great way to generate more sales. People believe in referrals and the trust factor increases when they see more and more people buying the product and posting its pictures.
We recommend you to maintain at least 15 reviews with 2 reviews being most recent. Since the listing had a really good amount of reviews, it scored 10 again.
What else did this product listing miss on?
After analyzing what this seller sold and checked its keywords, we came to know that it was trying to target for two potential (but competitive) keywords:
Dry dog food
When we tracked the positions of these two keywords, we found that they were not on the first page of Amazon SERPs, making it lose out on:
2. Amazon PPC Marketing
According to Wikipedia, PPC (Pay-Per-Click) is an advertising model popularly used on the internet to drive more traffic to a website. The process is simple. An advertiser pays (specific amount or fee) to a publisher (usually a website owner, search engine, or network of websites) whenever an ad is clicked. However, this is not just restricted to blogs and websites but can also be used in ecommerce too.
Each time your advertisement is clicked, you get a visitor to your website and when this happens, you pay a small fee to the search engine. When the PPC campaign works properly, the fee becomes trivial because the visitor count is worth than what you’re paying for it.
Let’s say, you are paying $5 for an ad click, but this click ends in a $500 sale, then it means that you have made a great profit.
But know that building a successful PPC campaign requires proper knowledge, experience, and optimization.
The key factors include:
Researching and picking the correct keywords.
Placing those keywords properly in different ad groups.
Setting up the PPC campaign’s landing pages.
Optimizing the landing pages for conversions.
Know that search engines reward advertisers who can craft intelligently-targeted and relevant PPC campaigns.
Well, by charging less for ad clicks. Let’s say that your landing pages and ads are satisfying as well as useful to users, then Google will charge you less for each click and this, in turn, generates higher profits for your business.
To use PPC, it is vital to know how to do it right.
Now, let’s talk about Amazon PPC in specific.
Amazon utilizes the PPC model to help sellers to generate more sales for their products. They call it “sponsored ads or sponsored product ads.”
Why should you invest in Amazon PPC marketing?
There were times when investing your money and time in advertising was optional but not anymore. Since there are new sellers and businesses opening their accounts on Amazon every other day, the competition has massively increased.
Moreover, the average CPC (cost-per-click) rates are inclining in every product category, so much that it has reached a point of unprofitability in certain cases, only to fend off some competitors. So, does Amazon advertising actually makes sense?
The answer is still a big YES.
Quick Fact: According to a recent study done on 1000 shoppers in U.S, 41% of them begin their product search on Amazon and then, end up buying there.
So, it all about pursuing the shoppers.
But the question is why should you pay for advertisements on Amazon? Let’s answer this question by asking you one simple question.
Do you rank for potential keywords in the top 3 results?
Then, advertising is the only way to get your product to the limelight and start generating some sales.
Benefits Of Amazon PPC
Here are some important reasons sellers tend to use Amazon PPC.
Greater visibility: There are chances that you might not have ranked for potential keywords on Amazon SERPs yet, making you lose out on traffic. However, by running optimized amazon ad campaigns, you can help acquire great visibility. Once you run ads, people will get to know your brand.
Pay for click and not impressions: One of the unique and unique features of Amazon PPC is that you don’t have to pay for your listing’s impression (An impression is calculated every time your advertisement is shown on the search engine results page). Sellers don’t have to pay a separate fee for making your ad appear. Instead, you pay only when the user clicks on your ad, making it a trouble-free transaction overall.
Device-friendly: One of the benefits of using Amazon PPC campaign is that it is device-friendly. It enables your sponsored ads to be displayed on all devices – be it tablets, computer, or smartphones.
Reach buyers and not viewers: Since potential shoppers search directly on Amazon, you will find more people with an intent to buy. Undoubtedly, appropriate sponsored ads help in saving their time because the product that they are looking for appears alongside the targeted search. So, its just a click away. This is also one of the most effective Amazon marketing strategies.
Track your success: Amazon provides the feature of sponsored product ads reports to help sellers to optimize their ad campaign and track its success. It allows the sellers to know whether their products are being executed in the right direction.
Top Rankings: Since product ads are displayed above the organic results, they serve as a great advantage. People with an intent to purchase will tend to click on these ads first, given that they are attractive enough.
Types Of Amazon PPC Ads
The Amazon PPC ads can be classified into 3 types:
Headline search ads
Product display ads (or product ads)
Sponsored product ads (or product ads)
1. Headline Search Ads
Headline search ads are best to use when you want to promote your brand. Amazon currently offers 2 methods for brand promotion, especially during seasonal times:
Headline Search Ads
Here’s how a headline search ad appears:
Amazon Stores & Headline Search Ads together can boost your branding and create a great awareness of what you sell. Besides this, it also builds customer trust and ensures that your products are rightly promoted.
By creating a promotional PPC campaign that pools Headline Search Ads, Amazon Stores, and Sponsored Products, you can easily reach a massive number of shoppers in less time. They work great during the biggest season sales!
A “headline search ad” is placed notably above Amazon’s search results. This placement helps in increasing the possibilities of product visibility to a great extent, especially during holidays. It drives a good amount of traffic to your product listings.
A “headline search ad” features a customized design with your logo, a headline, and three of the products that you offer. The pricing works on the cost-per-click model, meaning that you have to pay only when the ad is clicked.
2. Product Display Ads
A “Product Display Ad” is another effective type of PPC ad, which is displayed on a product’s detail page – either beside the product or in the “similar products” section. This ad type is exclusively designed to be a self-service option. It is combined with the product ASINs, giving sellers some amazing options to concentrate on the customer’s behavioral segments.
A sponsored ad is one of the most effective ways to increase visibility and conversions for your products.
A sponsored product ad shows up exactly where customers see them – the top part of the search results page.
Here’s how a headline search ad appears:
You just have to place your bid for relevant keywords. If your ad matches the searches and bid wins it, your ad is shown to the shoppers. Even these work on the cost-per-click model, meaning that you will have to pay only when your ad is clicked.
Note: Understand thatevery ad type features its own budget and screen placements. Though they look similar, they differ significantly when it comes to conversions and the way CTR (click-through rate) influences.
However, Amazon enables sellers to match up to your requirements with the help of ads. Sellers get to target their product’s detail page, related interests, complimentary listings, and related categories.
No matter what ad type you pick for your product, keep these three things in mind:
Your target audience
Your product type
WHAT DO YOU NEED TO RUN AN AMAZON PPC AD?
To run a PPC ad on Amazon, make sure that you have these:
For headline search ads, you need to meet the Amazon Brand Registrycriteria. It helps you protect your registered/approved trademarks on Amazon. Also, it creates a trusted and accurate experience for your customers.
How To Create An Amazon PPC Campaign?
If you are starting out on Amazon PPC, we recommend you to create two campaigns:
Automatic targeting: Here, Amazon decides which keywords to show for your ad.
Manual targeting: Here, you get to decide which keywords to show for your ad.
1. Amazon PPC Campaign: Automatic Targeting
Automatic PPC campaigns are pretty straightforward to create.
Enter the campaign name, start date, and appropriate budget.
Next, Amazon will decide what keywords your product listing can match to it.
Then, it runs the ad campaign on your behalf but within the budget limit that you have set.
If you are starting out, Automatic campaign is the best but don’t run them for too long. Let it run for 1-2 weeks and see your advertising report to check how has your listing performed. Have they fetched you good conversions?
You can use this data for your “manual targeting” next. But don’t completely turn off the automatic campaign. It is still good to let it “run in the background” so that it continues to collect some good keywords to target on.
2. Amazon PPC Campaign: Manual Targeting
A manual campaign allows you to upload your keyword list. You can either source them up from the “automatic campaign” that you have run or use a keyword tool that is exclusively designed to show what search terms are users typing on Amazon.
The best benefit of running a manual campaign is that it is more flexible than an automatic campaign.
Within a “manual ad campaign,” you get 3 keyword match types to choose from:
Exact keyword match
Phrase keyword match
Broad keyword match
How To Find Good Keywords For Amazon?
Though you might think of using Google Keyword Planner or any other tool for that matter, we will tell you what the exact drawback is. You want visitors with a “purchase intent” and not “view intent.” Also, only an Amazon-based keyword tool will help you fetch the exact number of people typing and searching for different keywords on Amazon and not Google.
Since you will have the exact data of how many shoppers are searching for what kind of keywords, you will know what to target on.
So, here’s what you need to do:
Step 1: Navigate to your menu that says Free Tools and click Keyword Search.
Step 2: Type your desired keyword or search terms related to your listing and let the tool do the rest of the job for you.
Here’s an example:
The best part – the tool automatically tells you if the keyword you want to target is hard or easy to rank for. Even if this keyword doesn’t seem feasible, you can still target for other keyword variations. You can also look up for some long-tail keywords with decent search volume and yet that are of less competition.
So, don’t blindly run your ads or pick your products. Always, do a keyword research first to find out if you have a chance to win in the competition. With right keywords, you can also come up with right products to sell and become successful in this business.
Why Shouldn’t You Advertise On Facebook Or Google?
Undeniably, Amazon PPC is one of the best ways to advertise your products than on Facebook or Google. Yes, both are huge platforms with massive audiences but Amazon has stronger and better buyer intent. This makes it a key reason to use Amazon PPC.
People are already aware of this big ecommerce giant and know what it does. Most users log-in to their accounts and start searching for products directly there rather than searching on Google first and then getting into Amazon next.
This means that the possibilities a buyer will purchase your item (often called “conversions”) after clicking on the Amazon PPC as is very high. Usually, Amazon product ads have a conversion rate of around 10% – 20%, which is approximately 10 times greater than the average market range.
Yes, you might show your ads on Facebook or Google but the users might not have searched on these platforms with an intention to buy. They might want to just read some information about your product or might have reached Facebook page to see what others are saying about your product.
Does Amazon PPC Marketing Help With Organic Rankings?
Yes, Amazon PPC also plays a key role in organic rankings. Though Amazon keeps the functionality of the A9 algorithm a secret, we know that apart from the factors we have listed above, it also looks for these three things:
Sales velocity: Besides having a greatly optimized listing, it is also important that it generates maximum sales. The higher the sales count, the greater are the chances of ranking higher on Amazon.
Conversion rate & relevancy: If your item is receiving good sales per click, then it means that your item is relevant and Amazon does see this factor seriously. Just like other search engines, even Amazon offers the best experience to its customers. So, it ensures that it shows the right and relevant products after a keyword is typed in its search box.
Product Diversity or Variety: Amazon SERPs aren’t only about showing high-converting, relevant products but rather, offer multiple options too.
Hope you enjoyed reading this article and had fun knowing deeper about Amazon marketing strategies and different ways to optimize your listings. Drop us in the comments and let us know how this article has helped you in terms of performance.
With an 8% incline in the overall competition from last year on Amazon, you can interpret that sellers are using different strategies to make their Amazon product listings rank and perform better on the marketplace.
They modify their prices often, research, and scout for different products efficiently, enhancing their marketing tactics to carefully align with their selling objectives, and automate the business process in a way to increase profitability.
Amazon’s E-Commerce Preeminence Continues To Grow
According to the latest reports published by Statista, Amazon generated a total net sales of 56.6 billion USD in its last quarter, up from 51.04 billion USD in its preceding quarter.
Last year, Amazon.com alone generated a total revenue of $178 billion USD, making it the biggest e-retailer in the U.S. (Source:Feedvisor)
With this data, it is evident that Amazon will continue its growth, making bigger opportunities for third-party sellers on the e-commerce pulse. So, the more the sellers, the higher the competition.
Hence, as a seller, it is vital to understand how to create and optimize product listings that can drive more traffic and convert better. Also, it is even more vital as a seller to comprehend what other sellers do on Amazon marketplace.
Doing this will help sellers learn to acquire more visibility, identify the room for improvement and development, and unveil tricks, practices, and tools that other sellers are using to perform better.
On that note, let’s learn in depth about Amazon SEO and what guidelines to follow to optimize your Amazon product listings so that they have higher conversions.
According to A9.com, a subsidiary of Amazon – “Our work starts long before a customer types a query. We’ve been analyzing data, observing past traffic patterns, and indexing the text describing every product in our catalog before the customer has even decided to search. As soon as we see the first keystroke, we’re ready with instant suggestions and a comprehensive set of search results.”
Like search engine algorithms, even Amazon has its set of rules to rank its products based on the queries users type.
Amazon’s product search algorithm, popularly known as the A9 algorithm is something that is most talked about sellers and experts these days.
The Amazon A9 algorithm is an efficient and iterative search methodology that reads, scans, and analyzes all the data on the Amazon marketplace.
It is a form of AI (Artificial Intelligence), whichalgorithm determines the products that are ideal matches for a customer’s query and ranks them with the most relevant on the top results.
One of the A9’s principles is relevancy and Amazon strives to obtain the best results for its users.
Their ranking algorithms are designed to automatically combine different relevance features. The structured data in their catalog provides them the necessary features required to present the best results to its users.
The algorithm also learns from its former search patterns and adapts to display important results to its customers.
In this video, Ankitha has some tips to optimize your listings on Amazon. WATCH:
Factors That A9 Algorithm Looks For
Though Amazon cannot reveal its complete recipe about A9, there are a few factors that play a key role in determining your conversions and sales success. These aspects are:
1. Text Match Relevancy
As said above, “relevancy” plays a vital role. It is a valuation done to check how good the content of your product listing is (i.e. product title, description, features). It shows the listings on the top results if its content matches the search terms or keywords searched by the users.
Now, the better the text relevancy, the higher the rankings. This factor makes it extremely important for you to optimize your listing. Creative titles, keyword-rich content, engaging descriptions, and clear bullet points ranks the listing on the top.
2. Sales Velocity
This is another crucial factor that the A9 algorithm considers while determining the product rankings. Amazon defines this as the dollar amount and number of the seller’s transactions that has occurred during a given month.
While assessing the sales velocity, it compares the seller’s velocity with its competitors for the exact search terms the user has typed. The seller with the highest sales velocity win out.
3. Stock Availability
You must have heard many experts stressing to keep your item in stock. Ever wondered why? Well, that’s a key factor that the algorithm takes into account when ranking a listing. If it says – out of stock – know that, your listing is never going to make it to the top results.
Amazon doesn’t like to miss out on sales. If your product runs out of stock, you are disappointing your customers and this is something that Amazon is not going to like it either.
Besides displaying the top-selling and relevant products, the A9 algorithm also checks if the product has been aptly priced. However, this part can get a little tricky because A9 not only looks at the best price but also looks how well the listing has been represented. So, try to balance these aspects.
Though the factors listed above are the most significant ones for A9 algorithm while assessing your product listings, a few other aspects also play a key role (but indirectly):
5. FBA (Fulfilled By Amazon)
The FBA (Fulfillment by Amazon) is one of the most valuable resources for sellers. When you have your products stocked in any of the Amazon warehouse, it helps you achieve the status of “featured” merchant, reaching you to the Amazon Prime Members.
This also increases your possibility of winning the Buy Box. Together, these benefits pave a big way towards increasing the sales velocity and conversions.
Sales velocity is yet other most vital factor that Amazon’s A9 search algorithm looks for. But the question how to increase your sales velocity? Well, the answer is through “advertising.” Even a few dollars allotted for advertising can do a big deed in driving visitors to your product listings. And if the product is impressive enough, you get to generate more sales.
7. Customer Reviews
Undeniably, reviews play a key role in enhancing the overall sales. Positive ratings and reviews from customers help the A9 algorithm in determining whether buyers are engaging positively or not.
To outshine in this part, create an incredible customer experience for visitors browsing through your listings. Attempt for favorable and good reviews while mitigating and minimizing the negative feedback.
8. Images (High Quality)
In an online marketplace where buyers cannot interact with the product physically, image is truly everything. Bright, clear, and high-quality pictures of a product with Amazon’s “zoom” feature enhances the conversion rate. Upload as many as acceptable images, taken in all angles, as this appeases the A9 algorithm to boost rankings.
Amazon’s recommendation is to have at least 1280 pixels on the longest side. Ideally, you should go for ultra-HD images that have 2560 pixels (or more) on the longest side.
Yet other best way to boost sales velocity and increase conversions is through promotions. A word of caution though. Discounting your product can provide a quick bump in sales, but it is not a long-term strategy for improving your rankings. There are many other more important, more sustainable “A9” factors to focus on – such as your text match relevancy and product availability.
10. Premium Content
Using A+ Content (Vendor Central) & great Brand Content (Seller Central) results in a sales incline by 5%. Premium content gives buyers a better perception of the product, frequently resulting in lower returns and higher customer satisfaction.
The Elements Of Amazon Product Listings
Talking about an Amazon product listing, there are 6 elements associated to it. Be it private label or retail arbitrage, these aspects are important to comprehend as a seller:
Make sure to follow the guidelines for every element related to your product listings, followed by optimizing and improving them to make it convert. This helps you outrank your competitors, add value, and increase your customer base.
But, What We Did First?
To build a best product listing, you should learn from the top sellers. At SellerApp, we knew that there had to be an essential difference between a not-well-optimized listing and the top-performing listing.
With our set of tools, we not only figured them out but also will explain the key tricks to optimize to improve your rankings.
So, this is what we did. We took a product listing from Amazon and analyzed how and why it performed so well. We analyzed its:
Keywords they used
Number of images they used
Number of characters used in the product title
The way bullet points were featured
The way the product was described
Number of reviews and ratings it had
Whether it was Fulfilled by Amazon or not
So, here are the results we found in each element:
1. Product Image
Of course, your product images should be clear, high quality, and extraordinary to help you convert. But the question is how many images are you including?
Not many are aware of the fact that 62% of the top listings tend to have at least 5 or 8 images. According to SellerApp’s findings, the sweet spot is 6 images.
This was the product listing we took from Amazon and did a complete analysis on its images first.
Here’s the answer to it:
This product generates an estimated sale of 43 to 61 on a daily basis, with a decent revenue. Though multiple factors call for it, product image is one of them.
When its images were analyzed, it scored a total 10. That’s because they had set up 6 high quality images in different angles, each taken on white background with clear light. This is indeed a wise move. The more a customer sees your product, the more they are convinced to buy it.
You can evaluate the quality of your images with the following criteria:
Close-up and clear shots of the images
Images shouldn’t be blurred
The product should be well lit and properly focused
The product must be easily recognizable
The product should occupy 80% of the space provided
Besides providing quality images, include as many pictures as possible. Also note that, many product categories let you to include swatch & alternate images. Though Amazon allows you to upload 9 images, we recommend you to stay around 5 – 6.
Ensure that the main pictures are on a clear, white background. However, the background for others can be clean and simple.
2. Product Title
We tried to figure out the correlation between the product’s title length and the number of sales it generated. And yes, there was a relation between the two.
A product listing that contains between 50 and 80+ characters generally top their place amongst 1000 products. Now, this literally means that your listing should contain at least 80 characters.
That’s exactly what this listing has done.
The listing has used 177 characters with all the potential keywords or search terms shoppers search for.
Make a note that Amazon truncates every product listing to 112 characters. Hence, it is vital to take some time to work on the titles because it is one of the crucial factors that decides its CTR (Click-through Rate) on the results page.
3. Product Description
If a buyer gets to your product description, he/she is more likely to purchase your product, however are still not sure yet.
Different experts have different opinions in making a great description. But what it actually takes to create one? Well, it all comes down to creativity and optimization. A blend of both can improve rankings and convert better.
The description has a direct impact on the customers. Tell them why you are selling the product for so much? Try convincing the buyers how your product can make a difference in their day-to-day lives and why is it important to buy it from you rather than your competitors.
Considering the sample example, here’s what they have done with your product description.
Again, it scored 10 points for its description.
Keep these guidelines in mind:
Keep the description precise, clear, and short
Include information only that is related to your product
Do not use quotes or testimonials here
Ensure that your description matches the images
Avoid using HTML tags
A product description should be concise, clear, and should be clear what in explaining what your product does. We recommend keeping it minimum of 250 words. But don’t make it too long either.
4. Product Features
Product features are one of the key elements of a product listing. They are usually listed using BULLET POINTS rather than chunks of texts or large paragraphs.
This is because bullet points are simplified and easier to read than paragraphs containing lots of texts.
And that’s exactly what this product listing did.
It hit a complete score, proving that bullet points can do wonders in conversion rates.
Upon analyzing, we also found that most top sellers on Amazon not only use bullet points to write their product’s features but also don’t overdo it. They do not exceed 5 bullet points.
The bullet points must include every important feature that distinguishes from your competitors. Keep it interesting and convincing enough for a buyer to make a purchase.
A product’s reviews have a direct impact on the ratings. They go hand in hand with each other. So, the more the reviews, the higher are the ratings.
The below listing has 4.3 ratings out of 5, which is certainly a good score but there is still a room for improvement.
As far as the score is considered, this example listing got 8.6.
One of the best things about our tool is that it is not only convenient to check if your listing is properly optimized or not but also highlights with quick tips to improve the score. That’s exactly what has happened with this listing. You can see a highlighted button that read – How to improve.
Now, if you happen to be in the realm of 4-5 stars, it means that you are performing really well. However, if your product struggles and has very less ratings, here is what you can do to improve:
Look for patterns in bad or negative reviews. What’s the common thing that your customers are complaining about? Then, come up with an idea or solution to fix it.
Gather as many feedback as you can via email campaigns (automated) because this can at times, help you resolve the issue before a customer leaves a bad review.
Accumulate as many reviews as possible and balance them so that you can have a good rating and review overall.
6. Product Reviews
A successful product listing tends to have between 500 and 1000 reviews. No wonder this product listing is generating a good amount of sales on a daily basis.
It has more than 650 reviews, most of which are positive.
Undeniably, most online shoppers rely on product reviews. Hence, it is important to encourage your customers to leave their honest opinions on your product page.
So, here is an interesting fact that experts had to say. Products with 4.3 stars and 400 reviews are certain to perform better (in terms of sales) than products with even 4.8 ratings and 14 reviews.
If a shopper is willing to purchase your product, your reviews have the potential to influence him or her to make a purchase. So, the higher the reviews, the better it is.
You can try running automated e-mail services, or use Amazon’s Reviewer program to gather a few initial reviews.
How To List A New Product On Amazon?
Listing a new product on Amazon involves two things, which you must always keep in mind:
If you sell your own product, you should create a new listing on Amazon. This means that you are the first seller to sell that product in the Amazon marketplace.
If you have multiple merchants selling the same item that you do, then they share a common Amazon listing. You have to use the same and shouldn’t create a new listing for it.
Steps to create a new listing:
Step 1: Login to your seller central account and go to the dashboard.
Step 2: On the main menu, hover to “Inventory.”
Step 3: A sub-menu pops up. Click “Add a Product” from the list.
Step 4: You will be redirected to a detailed page where you can add the product.
Step 5: Here, you will have the choice to either select an existing item or create your own. You can search from the Amazon’s catalog or “Create a new product listing,” if the item that you sell is unique.
Step 6: Choose the product category and subcategorize to classify the item that you sell.
Step 7: Once you choose the appropriate product category, you will be enabled to fill the product listing’s information.
Step 8: You will be asked to fill the product title, product description, product images, and so on. Now, this is the part that can make or break your listing. The details that you give should be engaging and yet informative. Most importantly, it should be convincing enough for the buyers to purchase your product.
Step 9: You will have to fill details in every tab named Variations, Offer, Images, Description, Keywords, etc. If you see a red warning symbol on any of these tabs, it signifies that you have missed entering the essential details required to make the listing available on Amazon Marketplace. Until you don’t do this, your listing will not be published.
If you still face issues in publishing the product listing, you can always contact Amazon Seller Support team by clicking on the link – “Help” on the top, right side of the page. Follow the necessary steps to get assistance for the issue.
Amazon Product Video Guidelines
If you have shopped on Amazon, then you must have come across products that would have included a video about their product. This is actually a smart move and one of the best ways to convince a buyer to purchase your product, given that it is good enough and solves their day-to-day issue.
Online shoppers like it if there is a video included for the product. 90% of them say that videos featuring the product help them in making the right decision.
Product listings with videos tend to have higher conversion rates because shoppers feel that videos help explain the product benefits and features much better.
Now, as a seller, if you are trying to add a product video to your listing along with the images, then it is simple. But first learn what type of videos are there and what each type contributes to.
Types of product videos that you can create:
Generally, there are 3 types of video concepts that you can create to help your product reach the right audience and keep them engaged.
Product Highlighter Video: This type of video is clean, simple, and features completely on the product. They are usually a 360° video with the product on a plain, white background.
Customer Experience Video: This type of video is usually captured by the reviewers, fans, or customers. It offers a realistic experience for other buyers to comprehend the product better.
Product Explanatory Video: This type of video is of impeccable quality with an engaging script and explains the benefits of using the product.
Note: The option of adding a product video has been enabled for brand-registered sellers. However, there hasn’t been any official announcement yet. The option is just made accessible in the Amazon Seller Central under EBC (Enhanced Brand Content) menu.
Unless you have a vendor account (not just seller account), you will not be able to add a product video and this is something you get only through an invitation.
Guidelines For Adding A Product Video on Amazon
Before you upload a video, make sure to keep a few things in mind:
Make sure that you have the copyrights to the product video that you are going to upload.
A product video should be created with high quality resolution.
The product video should either be in its usual YouTube orientation or with 16:9 aspect ratio.
The product video should have a minimum resolution of 1280 × 720 but the ideal resolution is 1920 × 1080.
The product video should be recorded with a RGB (Red-Green-Blue) color profile with 300 DPI. However, 72 can be acceptable.
The product video cannot contain multiple brand logos. It has to be only one.
The video should be in of any one of these file formats: MP4, MOV, FLV, AAC, AVI, 3GP, MPEG-2. Even if you have created using Apple ProRes, you have to convert it before uploading.
The thumbnail image of the video should either be in PNG or JPEG format.
The video’s thumbnail image should be of high quality.
The product video cannot contain your contact information.
The product video cannot contain distributor or company or seller details.
The product video cannot contain your competitor’s products.
The product video cannot contain your status showing that you are an authorized seller or it is solely sold by the authorized resellers.
The product video cannot contain product’s price.
The product video cannot contain descriptive promotion information (e.g. on sale, hot selling, affordable, etc.).
The product video cannot contain time-sensitive information (e.g. hot this year, on sale now, new item this year, etc.).
The product video cannot containtimeline or shipping cost details.
The product video cannot contain anything that shows it can be used for criminal activity.
The product video cannot contain information about customer reviews.
The product video cannot contain third party or editorial quotes.
The product video cannot contain guarantee or warranty details.
The product video cannot contain brand logos that you don’t own.
The product video cannot contain links to any website other than Amazon.
The product video cannot contain perverse or offensive content.
Bear in mind that Amazon keeps updating their product video guidelines. So, make sure to look at the EBC’s help page or directly go to the link that says Video Guidelines within the EBC UI.
How To Add A Product Video On Amazon?
Adding a product video is simple, given that you have been enabled to use this option. Follow these step-by-step guidelines:
Step 1: Login to your Amazon Seller Central account.
Step 2: Go to the EBC tool.
Step 3: Enter the product’s SKU (Stock Keeping Unit).
Step 4: Click on the button “Get started” to add the video to the respective ASIN.
Step 5: Upload the video file.
Step 6: Add the thumbnail for the product video, title, and description.
Step 7: If the uploaded video includes content that isn’t appropriate for audiences under the age of 18 years, then make sure to select the box that says – “adult audience.”
Step 8: The process of adding a product video is now done.
It takes a maximum of 6 hours for the video to be available on the product’s page. Once it is published, it shows up on the image block on the upper left pane, and again, in the related videos under the product’s information section.
If you want to remove the product video from the page, do this:
Step 1: Go to the EBC dashboard.
Step 2: Look for a box that says “delete video from detail page.”
Step 3: Submit the required changes.
Step 4: Once submitted, your uploaded product video will be removed in 6 hours.
How To Optimize Your Amazon Product Listings?
The higher you rank, the more you sell!
To rank higher, you definitely need to know and understand what is “optimization” is all about.
Amazon product listing optimization is a process where you optimize your listing to help impact organic rankings and sales.
Most product listings that you see on Amazon aren’t optimized correctly. The sellers either do not know what it is or fail to understand how it is done.
Whatever the reason is, it is vital to keep your listing optimized to boost more sales.
When we talk about “optimization,” we stress on two things here:
Optimized with potential keywords to help rank for search terms that buyer search for.
Optimized with right set of images, title, and description to generate greater conversion rates.
Now, what most sellers tend to forget is the concept behind Amazon’s A9 algorithm. Even though you have an incredible listing that is well optimized for Amazon, if a buyer feels that “it isn’t good,” then he or she is not going to buy it. This is obvious.
It isn’t just about an optimized product listing. It is also about your product’s quality, its features, and what customers think about it. Everything has to come together to make your listing successful.
When you say “optimization,” it is not only about accomplishing higher rankings on Amazon’s search results. It is also about building a better and rewarding product overall.
3 Key strategies that will help you be successful on amazon
Come up with a fantastic and quality product
Optimize your Amazon product listing
Rank higher on Amazon search results page
While #1 is completely in your hands, #2 and #3 is also something you can do but in partial ways because it’s the A9 algorithm’s job to get it ranked. However, you can work on the optimization part to enhance your listing in the search results.
Fact: If someone seeing your listing gets the idea what you are selling, and finds it interesting in under 5 seconds, then know that the ladder to success is for sure. But if they don’t, then it might not work as expected.
These are the 4 factors buyers tends to see in the first 30 seconds after arriving at your product page:
The image of the product
The title of the product
The price of the product
The reviews of the product
If you impress them with these four, know that you are half way through the process. The rest where comes the optimization part. If you hit these details right, you can easily convert 90% of the users.
Now, before you could actually get into the actual “optimization,” there is an important step that you need to do, which is keyword research.
First perform a keyword research
Though you have Google Keyword Planner handy, it is best to have a keyword toolthat only gives the stats of what buyers are searching on Amazon’s search box. Though this is completely your freedom of what you want to go with, our “keyword research” feature can discover some of the top searched keywords on Amazon in no time.
You can search for potential keywords based on the product that you are selling. Type the product category or product that you are selling on Amazon.
You will get a detailed list of keywords associated to what you have typed and its stats.
You can even track a few related products if you want to. The tool is that simple. It also allows you to search for long-tail keywords and its difficulty to rank on Amazon.
Once you decided what keywords you want to target, the next step is to optimize your listing.
Amazon Product Listing Optimization Checklist
Optimizing the listing involves working on every element that we have described above. Make sure that you follow the guidelines given below:
1. Product Title
A product title is one of the most important elements of a listing. There are specific amazon product title guidelines to follow before writing one. If it is optimized and yet creative enough, it can instantly tell Amazon, buyers, and searchers what you are actually selling.
There is a way to present this. Including important keyword elements in your title copy can help your listing to be “clicked.” Make sure you follow the below checklist while writing a title.
Include potential keywords in the title but use dashes (-) or pipes (|) to break the keywords. This improves readability and doesn’t look confusing.
Use primary keywords or search terms while including long-tail variations.
Include USP (Unique Selling Point) of the product.
Do not go beyond 200 characters for the product title.
Use connectors if possible (before or after the main keyword).
Use brand name.
Capitalize the first letter of each word in the title except the, or, and, a, for, in, an, with, over.
Include color, model number, series, and quantity (if required).
Write numbers like numerals (2 and not “two”)
If the product is a multipack. Mention the quantity. Example: 15-pack, set of 5, etc.
Capitalize all the words in the title.
Include particular details of your listing. Example: Free shipping.
Include subjective adjectives like “fantastic, awesome, great, etc.”
Use special characters or HTML tags.
Include too much information.
If you are still struggling to come up with a good product title, here is a quick new formula to help you:
Key benefit of your product + primary keyword + for < person or type> | USP + Function + keyword (if you couldn’t fit in earlier) – Brand Name + secondary keywords.
2. Product Features
The product features are listed in clear bullet points to make it look attractive. This is the part that buyers read if they are making a decision to buy your product. Bullet points must clearly convince the buyer as to why he/she should buy your product.
List the most important feature of your product on the first two points followed by the less important ones.
Use only 5 bullet points. However, if it is really important to write a little, extend to 6 but not more than that.
Incorporate call-to-action words in these points.
Make sure that the first letter of every bullet point is capitalized.
Include points that help distinguish your product from your competitors.
Use a few keywords. But don’t just shove them. It should be sensible while reading.
Use too many keywords unnecessarily.
Use exclamation marks to 3-4 full stops.
Use too many bullet points.
Use special characters or HTML tags.
Include shipping or promotional information in bullet points.
Include time-sensitive or subjective comments like “hot selling” or “great value.”
Use terms like “unique design, stand out from the crowd, etc.”
3. Product Images
Quality and clear product images help in increasing the sales. This section is a great way to showcase your product to your potential buyers. Therefore, quality in every picture matters.
Every image should be clicked in bright white light.
Focus the product at the center.
The main image should only include the main product. It shouldn’t have accessories, box, or other items with it.
Keep the image background white.
Make sure that the image is large enough to allow the zoom function to work.
Include a tagline to explain the durability of the product.
Include an infographic about the product’s benefits to help generate more sales.
Make sure to use only JPEG (.jpg) file format.
Keep the resolution 72 pixels per inch with a minimum size of 1000 pixels (for longest side).
Include logos, texts, or watermarks on the images.
Show multiple pictures if the product is a multipack.
Include a background on the main image. But it is okay if you are doing for any other secondary image.
Show various views of a product in the main image.
Include accessories and other things that you are not selling with your product.
4. Product Description
A good, precise, short, and clear product description steals the deal. You should be creative enough to convince them that your product will solve their day-to-day issues that they are facing.
Though product descriptions are shown on the detail page, they also feed into Amazon’s search results and other external search engine results.
Keep it short, clear, and precise.
Give descriptive and factual information.
Highlight the important features.
Capitalize the first letter of every sentence.
Give a page break when writing a new paragraph.
Check for grammatical and spelling errors.
Include brand name, model number, and series even if they are used in the title already.
Include color, size, and compatibility information.
Use time-sensitive or subjective terms like “hot-selling this year, great value, etc.”
Include shipping or promotional information.
Use HTML tags.
Include email or web address here.
Use symbols or special characters.
5. Search Terms
The section – search terms – is shown only in the listing’s back-end. There is still a whole lot of discussions around this part, but it isn’t that complicated. All you have to do is to put your main keywords, one per line.
Use other primary keywords that you couldn’t use it in the product title.
Include a few other secondary search terms.
Include keywords that you have already used in the title.
Use brand name again here because Amazon will pick this up automatically.
Use subjective terms like “available now, best, on sale, etc.”
Use the seller name.
Use misspellings of the product or any other variant.
Include any detail that causes misinterpretation of the product
This is either because they didn’t take the effort to research the best selling items on Amazon or they choose products that were saturated.
An important thing every seller (who has sold on Amazon or is selling on Amazon) will tell you is that – a “product” establishes the whole business. It is the most integral and core part, which can either make or break.
10 Best Selling Categories on Amazon in 2018
As we know that the E-Commerce industry was growing every day, It’s become very hard to find the best selling products on Amazon. Below the list, we have provided some top categories on Amazon which are generating some good profits for their sellers.
Say, for instance, you have selected a product, which is probably bad. You have set up an Amazon seller account, invested your money, optimized it in every possible way to generate customers, and have started selling on Amazon.
You have put down lots of efforts in searching for the best supplier, quoting the best price, and displaying a quality product to ensure that your listing is perfect. But in the end, you see that it hasn’t driven the anticipated sales. Eventually, you lose all the money. This is exactly why researching and finding the right product is vital.
Since this is a time-consuming process, here is an in-depth article that narrows down to some of the top selling items on Amazon for the year 2018. Of course, this list will keep changing, as Amazon’s best sellers are updated on an hourly basis. Therefore, check this page regularly, as we will keep this list updated with new top-rated sellers.
You can use SellerApp’s Product Research Tool to get a list of top selling products on Amazon
Though there are millions of products that are being sold on Amazon, this list compiles the top ones from a few primary categories.
Toys & Games
Products that go well under this category are:
Wooden game kits
Even today, Toys & Games is one of the product categories that tend to generate high sales on Amazon. No wonder it frequently tops the list of best sellers. Since kids are one of the most excessive market consumers, this category has a broad potential.
However, it is vital to keep updated with the current fads, as it turns out to be a dynamic category. Gaming kits, video games, cricket bats, golf balls, chess, ludo, brain games, learning games, and other memory games go very well. Therefore, it is important to customize the Amazon store with trendy, learning, and creative games to ensure that a high ROI (Return On Investment).
Electronic Accessories & Gadgets
Products that go well under this category are:
Cables and cords for computers
Power banks and chargers
It is hard to imagine our lives without technology today. Electronic accessories, smart devices, and gadgets are one of the integral parts of our lives. In the previous year, over 60% of Google searches were done on smart devices. The ideal way to sell products under this category is by sourcing them directly from the manufacturers.
As long as consumers want to be up-to-date with their gadgets, a category like “technology” will always be on the list of top-selling niches and never go outdated. With hectic lifestyles, it has turned out to be highly hard for people to run from one electronic shop to the other.
This is when bigger e-commerce giants like Amazon come into play. People tend to prefer trustworthy and popular online platforms. But make sure not to go too high-end. Include the ones that are not only useful in day-to-day lives but also fall within two-digit figures.
Products that go well under this category are:
Gaming gift cards
Wireless controllers and game adapters
Game charge kits and docks
There was a time when arcade games took the rage and people were highly entertained with them. However, the popularity of video games has not only grown but also changed drastically over the years. According to statista.com, it will grow into a huge billion-dollar industry by the year 2020.
The revenue for the gaming world depends on two primary sources – Hardware(screens, controllers, processors, and accessories) and Software (games). Though this business had been there for decades, they are much more advanced now.
Based on the platform, it is categorized into console games and computer games. However, with the advent of tablets, social media, and smart devices, the categories have expanded further. Therefore, it doesn’t remain stagnant. It keeps upgrading and with a myriad of options, players have started to spend two-times the money on hardware, gaming content, and its accessories.
Camera & Photo Accessories
Products that go well under this category are:
Instant click cameras
Camera accessory kits
Home security cameras
With the increasing popularity of Amazon photography and publicizing them in the social world, the digital camera business has entered the limelight. On the other hand, applications and services like photo editors have aided the demand.
According to the latest figures, the sales in the camera market inclined by 7.1% in February 2017 from 1.7%. As of now, cameras that feature interchangeable lens tend to be highly influencing this market. While the sales of DSLR cameras declined by 9%, their non-reflex bodies (rangefinders, compact cameras, and mirrorless) generated 50.6% sales.
Products that go well under this category are:
Cookbooks, diet books, and recipe books
Biographies and memoirs
Suspense and thriller books
Of course, this is the digital era but that doesn’t mean that “hardcover books“ are outdated. They are classics and will continue to be no matter how digitized this world becomes. One wouldn’t understand unless he/she is a bookaholic.
There are more readers in this world than one could think of and no wonder physical books not only generate a good amount of sales but also stay in the list of Amazon’s best selling products on Amazon based on categories.
Note: People still prefer reading a physical book than having it read on Amazon Kindle, iPod, or iPad.
Clothes, Shoes, and Jewelry
Products that go well under this category are:
Rhinestone jewelry pieces
The list of best selling products on Amazon is incomplete if categories like clothing, jewelry, and shoes are not included. In fact, they are one of the reasons Amazon has had incredible revenue. Since clothes are one of the basic needs in a human’s life, it solely has occupied a huge room for income.
Beauty And Personal Care
Products that go well under this category are:
Branded makeup products
Beauty products that have natural ingredients
Beauty tools and accessories
Both men and women equally look for natural products to add to their everyday skincare regime. No wonder beauty business is one of the huge forces in the retail market, both offline and online. The sales are truly high for this domain but people really want to buy it from a trusted platform. And when it comes to online, what could be better than Amazon?
Like any other product category, Amazon is a dominant retailer of beauty products. Though they are amongst the best selling products on Amazon and high-revenue generating categories, both quality and safety are of supreme importance.
How To Look For Best Things To Sell On Amazon?
Amazon itself gives a huge amount of data on what product categories can go well. Therefore, as a seller, one just has to read and analyze this before selling there. From sturdiness, to ship weight, to competition, and to popular categories, there are multiple aspects to consider. However, here is a list of key criteria to pay attention to:
Pick Products That Are Of Superior Quality And Yet Inexpensive
Besides Amazon seller fee, shipping charges, and wholesale price, the following factors have to be kept in mind to ensure that the products drive in enough profits. Usually, items with the following specifications are an amazing way to start:
Products whose sale price range from $15 to $50 (but do not exceed $70)
The cost has to be 30 – 35% of the targeted sale price
Products that are not only inexpensive to ship but also are easy and lightweight
Unbreakable and simple items that do not break during shipment
Best quality and yet at a reasonable price than the competition
Products that are not holiday-specific or seasonal
Choose Products That Are In-Demand
To generate good amounts of sales and profits, it is vital to choose products that are not only inexpensive to ship and profitably priced but also are in-demand. Besides these, go for items that can be easily searched by potential shoppers. Make a quick jot of these points:
Avoid products that are sold by most Amazon sellers or big brands
Go for products that can be easily searched or listed when a keyword is used
Look for products whose keywords have 100,000+ monthly searches
Pay Attention To The “Customers Also Bought” Section
Undoubtedly, Amazon has the best strategies to make its products sell. Whenever customers check out their items from the cart, Amazon displays a section called – Customers who bought this also bought – wherein it showcases a few items that complement the ones that a buyer currently considers.
When you are selling on marketplaces, you are facing tough competition. If you want to increase sales on Amazon, Flipkart & other marketplaces, you need to take your business seriously.
You need to be proactive and adopt strategies that can help you increase your sales, otherwise you will soon be frustrated and may leave the idea of selling online.
Anyone can become a top-rated seller on Amazon and other marketplaces as the opportunity is equal for everyone.
If you follow these guidelines, I can guarantee, you could rank among top 5% sellers who are making fortune by selling on leading marketplaces in India.
Following are the highly effective tips to increase sales on Amazon Flipkart & other marketplaces in India:
Without specific goals, you can’t achieve anything in life. When launching your business, you need to fix your targets. Be crystal clear about your goal and make a solid plan of action according to that.
Choose The Right Product
Sell something unique. Study your competitors. See what they are selling and offer something unique and different. Do some research and find the killer product with high selling potential.
But, don’t try to be perfect and don’t waste too much time on researching. Just start with routine items and get going. You will keep learning and will know what to sell once you gain some experience.
Jungle Scout is an excellent resource to find profitable products to sell on Amazon.
Cater to the needs of your target customers. Always exceed their expectations and don’t do any false promises.
Remember, you need good customer feedback which is most crucial to your success. Do your business honestly. You can’t afford to do illegal or unethical business.
Online reputation matters a lot. Don’t sell at a price that is more than MRP. It is illegal.
Moreover, amendments in ‘Legal Metrology Act‘ makes it mandatory for every seller to mention correct MRP in their listings. Violators are heavily penalized.
Marketplaces also take this seriously and your seller account may get cancelled if you don’t mention the correct MRP.
Don’t give up even if you don’t get orders in the beginning. Just keep experimenting with different products or even different categories until you achieve your targets.
If lakhs of sellers are making money, you too can. Have faith and patience and you will be successful. Read motivational books like ‘Think & Grow Rich‘ to have a winners’ mindset.
Invest Time In Education
All successful people are good learners. There are so many things to learn about selling than you think. If you are willing to invest time in learning daily, you will build a big and long-term business.
Invest time in free resources like Amazon seller university. All leading marketplaces have seller tutorials. Amazon and Flipkart have YouTube channels as well. Smart sellers spend some time daily to learn tips and tricks about different aspects of selling.
Make Use Of Fulfillment Services
You should take advantage of fulfillment services like FBA which give a great boost to sales. Moreover, there is no headache about packaging, shipping and managing returns.
Your listings will get more visibility and more customer trust thereby leading to higher sales volume. Amazon fulfilled items are automatically eligible for Amazon Prime service. FBA is an amazing service to increase sales on Amazon.
These services are really helpful in avoiding disputes and to protect sellers from fraudulent buyers so you can concentrate on growing your business.
More SKUs (Stock keeping unit)
Try to list as many products as possible. It is highly recommended to list at least 10 products. This will help generate increased sales volume and is helpful for better SEO as well.
As the competition is high in marketplaces, advertisements are one of the most effective ways to increase sales on Amazon, Flipkart etc. These ads are cheaper & affordable and can lead to higher sales especially for selling products with high profit margins.
‘Sponsored Products‘ feature by Amazon allows sellers to advertise their products to increase sales on Amazon in a short time.
Take Seller Help Advantage
Never hesitate to ask for help. Remember, when you are selling on marketplaces, its not only your business, it’s their business as well. The support staff is very helpful.
They will guide you through every step. Call them or send mail whenever you need any help or guidance. Marketplaces want you to be successful, so don’t hesitate to ask for help whenever required.
Be sure to ship every product as soon as possible after receiving the order. Choose shorter delivery time while listing for better ratings. Services like FBA should be preferred as there is faster, even ‘same day’ delivery of products.
If you are shipping yourself, dispatch the products same day or next day(max) after receiving the order.
Make It Sure To Deliver
The easiest way to spoil your seller score and to lower visibility of your products is not to deliver the product after receiving order.
Make it sure to check inventory shown to customers while listing. If the products are out of stock, mention it in your listings so you don’t receive any order.
Continuous indiscipline will ultimately lead to cancellation of your seller account.
As competition is high, the major factor in generating more sales is pricing. Calculate your best price and give offers whenever you can. Participate in sales promotions and festive offers to increase sales on Amazon and other marketplaces.
Minimize Return Rates
Be prepared for the risks and don’t feel negative. You may feel discouraged by reading about high return rates in e-commerce. You can take steps to minimize the return rates.
Marketplaces have shipping partners. Use their services as they are experts in handling hiccups while delivering the products.
Also, make it sure to pack the products properly, so they don’t get damaged in transit. Delayed shipping also prompts buyers to cancel the order after you have dispatched it.
Don’t Break Rules
Carefully read all the rules & regulations of marketplaces you are selling on. All leading Marketplaces are quite strict with the sellers who are breaking rules. Continuous seller activities that are damaging their reputation lead to cancellation of seller accounts.
Always obey local and national laws. At present GST number is mandatory for selling online but there are talks that Govt. may provide relaxation if you have not crossed the threshold limit.
Consult your CA or tax consultant about this. Also, check about any licenses you may require for selling particular products like surgical goods, food items, cosmetics, weighing machines etc.
Know About Brand authorization/Trademark
Be careful before listing items that there are no copyright issues. Check if you need permission from brand to sell online or not.
Most of the brands though don’t refuse to allow but some companies like Samsung (mobiles) had been making announcements that they will not offer after sale service to phones sold online.
When you are selling branded products on marketplaces, the profit level is limited to a certain extent. Moreover, other sellers may sell same products at a lesser price leading to low profit margins.
Private label brands are the goods manufactured by third parties to sell under your own brand name.
Selling your own private brand is the most intelligent and a solid way to ensure success and to increase sales on Amazon and on other marketplaces.
If you think it is difficult, think again. Nowadays, it’s easier than ever. You can hire services of a CA or consultant to register your brand.
You have many advantages with private label brand like low competition, high profit margins, brand building etc. Amazon encourages private brands and protects them against misuse through ‘Brand Registry‘.
Share on Social Media
Promote your products on social media, which is a great way to increase customer interaction and to multiply sales.
Marketplaces like Amazon provide you with custom links to promote your listings on social media to increase sales on Amazon.
Sell on Multiple Marketplaces
After you have gained sufficient experience by selling on a particular marketplace, you should start selling on other marketplaces as well. If you find it difficult, there are companies that can help you mange sales on multiple marketplaces.
It is always beneficial to stay updated about the latest trends and developments in e-commerce. Join relevant groups on Facebook where you can interact with other sellers and gain expertise.
Quora is a good resource for seeking answers. You can also ask questions on how to increase sales on Amazon, Flipkart & other marketplaces and read related content on Quora. Here, you will not only find answers related to marketplaces but about other topics related to e-commerce as well.
Omni Channel Selling
Though not directly related to increasing sales on Amazon etc., but offline sales channel will help you avoid holding stock of unsold inventory.
In e-commerce, you will have to face challenges like customer returns, unsold inventory and damaged items in transit. So these items can be sold offline at MRP or at a lesser rate.
Adopt omni-channel trading so that unsold items don’t get expired or blocked. If you don’t want to open shop, you can do direct marketing or sell to your friends, relatives etc.