We are all aware of the huge importance that market places such as eBay and Amazon have for online businesses. But how merchants can optimise sales on Amazon? It is important to give Amazon as much information as possible in order to increase your visibility in the marketplace.
The search bar remains the primary method for locating products. Therefore, it is important to make sure that product details are well optimised for search in terms of the product title, standard product ID (UPC, EAN, ISBN), brand/designer, manufacturer and search terms.
Product titles should be full of keywords while having a customer-friendly structure. It is important to avoid punctuation, asterisks, caps or special characters since users won’t include these in search terms.
Amazon allows merchants to include five additional search terms for each product. To optimise the additional search terms, avoid any words used already in the product title.
Amazon’s search index takes into account price, availability and sales history, but the better selling products will generally rise to the top. However, Amazon occasionally shuffles search results to more evenly promote products.
These are essentially product codes that identify your items within the product categories. Merchants can select two for each product.
This addition allows merchants to filter the research for detailed criteria, such as the size and colour of each item. Therefore is very important for sellers to include the detailed information in their product listings otherwise they won’t appear in filtered results.
This tool allows sellers to group different variations (e.g. size or colour) of the same product. Users can then check different items from the same product page.
Though Amazon’s marketplace can include links to a number of different merchants for any one item, only one seller’s information appears on the product page. Amazon’s algorithm makes a decision on who get precedence based on a merchant’s sales volume, refund rate, buyer feedback and A-to-Z Guarantee Claims (i.e. the speed of their returns process).
However, if you feel you have better images or product data than is currently being displayed, you can contact seller support and request that your data be given preference.
Each customer has their own buying criteria, they might be looking for the same product but for different reasons. So you should include a good amount of information but keeping the length of the text under 200 words.
Most categories will also allow up to five bullet points in product descriptions.
Let you know your customers how much they are saving using two different forms of comparative pricing – a “Was” price or a “Sale” price.
Images are vital for driving conversions. Ideally images should be 500×500 pixels with a white background.
The Buy Box
An estimated 70% of all sales on Amazon are made through the Buy Box, so it is a vital tool for merchants. For those familiar with Amazon, it is the box that sits on the top right of the page and is generally owned by the seller with the cheapest price, best performance and stock quantities. This allows merchants to set minimum costs based on profit margins and the amount you are willing to undercut Amazon and other sellers.
Merchants need to monitor performance on a daily basis, as a poor feedback rate of just 5% can cost you the Buy Box. Amazon also pays great attention to the order defect rate, returns process and buyer communications.
Fulfilment By Amazon (FBA)
FBA essentially allows sellers to use Amazon’s logistics network to deliver their products. Amazon stores your products in its warehouse, then packs and ships them as well as providing the after sales care. sellers should consider including the top 5%-10% of their products in FBA in order to accelerate sales.
Following these simple tricks will make your sales rising.