By Scott Gerber
There’s no question that Amazon is the go-to e-commerce destination for many consumers. It makes sense, then, that retailers looking to expand their reach would want to get their products listed there.
But successfully selling on Amazon requires more than simply uploading your products. You need a strategy to optimize and market your Amazon offerings, just like with any other platform. We asked members of YEC for their advice on selling with the retail giant.
What’s your best tip for brands looking to sell on Amazon?
Their best answers are below:
1. Make sure your audience is actually there
Many assume everyone uses Amazon when, in reality, that’s actually not so. Many have moved on to newer retail channels that have more opportunity. It’s important to first investigate if your audience is on Amazon before setting up shop. – Peter Daisyme, Calendar
2. Do your homework
If you are already selling through other channels, you’re going to need a game plan to sell on Amazon. You will need a 360-degree strategy. Some things to think about: How will you handle third parties selling your products? Price consistency? Inventory control (if using Prime)? Take your time and do your homework before you start. – Brendon Schenecker, Travel Vegas
3. Find a partner who understands the ecosystem
While Amazon may make it look easy to sell on, there are many intricacies, from their catalog and how you list your product in it, to the buy box and SEO within Amazon’s results – and that’s just the marketing side. A good partner familiar with the marketplace can help you save precious time and, more importantly, get your revenue growing faster than if you did it yourself. – Michael Averto, ChannelApe
4. Study your competition
Look at who is on Amazon now and what they are doing so you can set yourself apart. Position yourself as unique so consumers don’t just assume you all provide the same thing. – Cynthia Johnson, Bell + Ivy
5. Research competitors’ sales data
Amazon has many benefits. FBA (Fulfillment By Amazon) makes life easier, and Amazon brings a lot of customers. However, if you don’t want your competitors to see your revenue, stay away from Amazon. If you want to spy on your Amazon competitors, use tools like Unicorn Smasher or Jungle Scout to see their monthly revenue. I can personally attest that the numbers are spookily accurate. – Kevin Tao, NeuEve
6. Use Amazon marketing services
Take advantage of Amazon’s new marketing tool, Amazon Marketing Services (AMS). AMS is a powerful tool that allows brands to create headline search ads, product display ads and sponsored product ads. The new tool allows you to target your ads by keyword search phrases and by similar or complementary products. AMS also provides analytics so you can track performance and optimize your campaigns. – Duran Inci, Optimum7
7. Encourage customer reviews
Positive reviews will drive your business up with Amazon, but obtaining them can be tricky. Make sure you are covering your bases: that your product is as advertised, that your customer service is at the top of its game, and that you’re willing to engage with customers when necessary. It’s worth the effort to ask for the reviews; they are what drives customers to your product. – Ben Landis, Fanbase
8. Connect your social presence to Amazon
Amazon allows you to connect your social presence. That way, people who buy through your store can share what they bought with their social circle, or take advantage of exclusive deals you are offering for following your social channels. – Drew Hendricks, Buttercup
9. Consider international audiences and language barriers
Amazon sells to an international audience, so your photos, copy and other promotional materials need to be welcoming to an international audience. That means thoughtful inclusivity, from how you name your product (consider the Chevy Nova’s problems in Spanish-speaking markets, where “no va” means “doesn’t go”), to every other aspect of your marketing. – Thursday Bram, The Responsible Communication Style Guide
10. Become a Prime seller
You can make your product stand out by becoming a Prime seller. Many Amazon customers will filter by Prime merchants when finding the product they want to purchase. This also takes a lot of the responsibility off of you since Amazon will fulfill the orders. – Syed Balkhi, OptinMonster
11. Optimize your Amazon store for search
Amazon is a very competitive marketplace and getting products discovered can be challenging. Optimize product descriptions, product titles and attributes so you can give your products an edge over organic Amazon searches. Make sure information is accurate and as detailed as possible. – Kristopher Jones, LSEO.com
12. Include lots of information
Include multiple pictures of your items and add complete and comprehensive product descriptions. This isn’t necessarily required by Amazon, but it should improve sales, since customers will know exactly what they’re getting. – Andrew Schrage, Money Crashers Personal Finance
13. Hire an Amazon copywriter
There aren’t enough Amazon copywriters out there, but this is exactly the type of writing you want to sell and push your products. Great Amazon copy is at least 60 percent of the sale of the product —the rest is reviews and accurate imagery. – Nicole Munoz, Start Ranking Now
14. Don’t neglect marketing
It’s true that Amazon has a wide reach and vast consumer base, but listing your product on their storefront won’t guarantee that it will even be noticed. Everyone and their mother sells something on Amazon nowadays, so you’ll need to focus a great deal of effort on exposure in order to drive up Amazon sales for your products. Encouraging customers to leave reviews is one way to accomplish this. – Bryce Welker, Beat The CPA
15. Sell on other sites simultaneously
I’d suggest testing your products on several platforms in addition to Amazon such as eBay or Etsy. This can multiply your profits and let you know which site provides the best results. Relying solely on Amazon can be risky, as there are problems such as hijackers who copy products, and Amazon itself can be unpredictable with its policies. – Kalin Kassabov, ProTexting
Featured image: Mike Seyfang via Flickr
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