Selling your products on Amazon can lead to great success if you have a knowledgeable team that know how to move with the everchanging market. One of the biggest and most important parts of your selling journey is optimising your Amazon listings to achieve top ranking positions in the Amazon SERPs (search engine results pages). Great product listings are what will give you the best ROI, so optimising Amazon listings should be where you invest most of your time and effort.
Unlike in physical stores where the customer can touch and experience your product for themselves, on Amazon they are depending on you to give them a full description of the product and what they should expect when they have the product in their hands. As well as this, you need to incorporate strong sales copy that relates with the customer and makes them want to purchase.
Your product listing needs to give the customer a full shopping experience; from the high-res product image right down to the features of the product itself. Great product listings are time consuming to write, but if you don’t put in the effort then you won’t see the results you are hoping for.
54% of all product search is on Amazon, compared to 46% on Google – the market is huge and the way users shop on Amazon is very different from standard online searches. Amazon shoppers already know what they’re looking for, and are looking for the best price and quality; your job is to seal the deal with great copy. Visibility is the most important factor of succeeding as a seller on Amazon. If your listing isn’t fully optimised then potential buyers won’t be shown your product, which is the difference between sales and no sales. Unless you are in a very small niche, there will be competitors with similar products to yours trying to entice the same audience demographic. Quality images, SEO optimised sales copy, and detailed product descriptions are what will give you the edge. You should also be flexible with your product prices when optimising Amazon listings, as you may see an increase in sales by reducing your product price by a small amount if it gives you the edge over competitors.
Lots of brands are turning to Amazon as an additional avenue for sales, including larger more established brands. The difference with Amazon is that there is no bias towards the larger brands, i.e., bigger brands getting prime positions because they are more well known. Small brands have every opportunity to optimise their listings and rank higher than household names that usually dominate in retail. Amazon is a dynamic marketplace and because of this you need to be constantly on top of your game to beat your competition. You have to be continually optimising Amazon listings for current keyword trends to maintain top positions.
Drop the team at Melody an email or fill in one of our contact forms. We can give you an insight into your category and market opportunities on the platform and help you get a gauge of likely returns.
This article was written by Matthew Howes, Ecommerce Director at Melody.
Image courtesy of Brooke Cagle @ Unsplash.com.
