Amazon is a popular option for many small- and medium-sized companies. Amazon has a huge consumer base that can help a new company grow, but selling there is not without risk. Understanding the challenges will help sellers to maximize the potential of the Amazon platform.
Amazon, which was launched in 2007, has grown to be a retail giant. By 2023, it will account for almost 40% of the market in e-commerce and $514 billion dollars in revenue. You want to be a part of that pie as a businessperson.
Amazon is also unique in the ecommerce world, as it provides an ecommerce platform that allows independent sellers to choose whether their processing and shipping will be handled by Amazon or by them. Around two million independent sellers on Amazon comprise roughly 60% of the sales on the platform — and of those two million, about 86% have their orders fulfilled by Amazon.
It can be difficult to stand out in a sea of millions of sellers on Amazon, and with thousands joining the platform every week. Not to mention the problems that can arise when operating an Amazon Store alongside a brand’s e-commerce website.
It is possible to optimize the effectiveness of your Amazon store by following best practices. Keep these in mind before you start.
Amazon Product Pages: Maximum Impact
Even though you sell through Amazon, your business is still a legal entity. The following are some of the ways to get in touch with us. store. The product page must be accurate, complete and clean.
Keep the bulleted sections to short sentences that describe the product and convey the essential information. This will encourage your customers to read the entire section.
Merchants can utilize the space below the fold to provide full product details while still offering valuable real estate for the sale of the item. It’s difficult to strike the balance between too many details that consumers can easily ignore, and valuable information that encourages sales. By adding rich imagery to break up the content, you can make your page more engaging.
Product photos Videos are important and should not be overlooked. Amazon’s image guidelines are fairly strict, but going the extra mile can ensure accuracy and engagement. Make sure you get the best possible photography that represents the product. This is especially important when there are different color variations.
Amazon’s return rates for clothing are higher than 15%. When it comes to products that are important for buyers in terms of size and color, you should ensure your images best represent what your product is about. This will help to set the expectations of your customers.
Split testing and A/B testing on your product pages are also powerful ways to boost sales. By comparing different page versions, you can see which elements — images, product descriptions, or call-to-action phrases — best engage customers and drive conversions. This method allows you to fine-tune your listings in order to increase both customer satisfaction and sales, increasing the competitiveness of your Amazon store.
Focus on content to increase discoverability
Amazon’s content is the king. In a marketplace that is highly competitive, it’s important to do everything you can to make your product stand out. Amazon’s product pages are different from your own ecommerce store. You can stand out by being creative with the copy and images on your product page.
In competitive categories, getting a customer on the product page is a challenge. Amazon sellers must overcome that obstacle with the help of search engine optimization.
Include as many descriptive words as you can in your product descriptions and names to convey the purpose and nature of your product. It can be challenging to balance content for SEO and your brand.
We’ve seen product names with 40 words and a list of every possible keyword. By being deliberate with the words used to describe your products, while maintaining your brand and product names at the forefront of your mind, you can improve discoverability.
Review and update your listings frequently to ensure that they are aligned with the current trends as well as Amazon’s algorithmic changes. This proactive approach increases your product discovery and competitive advantage on the platform.
Understanding and optimizing for Amazon’s A9 algorithm — a system that ranks products based on relevance to customer searches and other factors — is also essential. Include the most relevant keyword phrases in your product listings, but do so in a way that is natural and friendly to customers. This strategy can help improve your product’s visibility and align with Amazon’s goal to connect customers with the products they’re most likely to buy.
Amazon and Your Omnichannel Strategy
Amazon is an excellent platform, but your brand doesn’t exist only there. When creating your product pages make sure that all the information and creative assets on all platforms are uniform.
Your brand’s credibility and trustworthiness will increase if your Amazon product pages are reflected on any of your social selling platforms or third-party sellers. Customers are less likely trust your brand if they search for your product and find five different websites telling them five different stories.
Inventory management and logistics are also impacted by the way Amazon is viewed as part of a larger omnichannel commerce environment. It’s important to know the inventory levels in Amazon facilities, especially for those sellers who use Fulfillment By Amazon (FBA).
Amazon may penalize you if your inventory is low, including losing search ranking or buying box rankings and suspending your account.
Amazon: Support Community Development
Amazon’s real value lies in its popularity and high traffic. Amazon may not have the same margins as a traditional e-commerce site, but it can still be a profitable venture.
Amazon’s massive audience is an excellent way to build a community. This community can be found in reviews. Reach out directly to your customers after a sale, especially early on in your Amazon selling career, to encourage feedback and reviews.
You can reap two benefits from this type of engagement: first, you remind customers to write positive reviews and, second, you are able to deal with any problems proactively, preventing negative reviews. It is important to adhere to Amazon’s customer service guidelines to maintain compliance and a positive seller rating.
Amazon’s visibility shines the spotlight on your brand. By going above and beyond to address customer concerns politely, and in a full and thorough manner, you can show potential customers how much your brand cares.
Selling on Amazon is a difficult task. But aligning your Amazon page with your overall brand message and focusing on your content quality can be a powerful tool to help bring your brand up to the next level.