- Cory Checketts
- On August 23, 2017
- 1 Comments
This post is a recap from a Facebook Live we did with Jeff Cohen where we opened up the floor to give sellers answers to some of their hardest Amazon questions. Watch the video below for the full replay or keep reading this post for the condensed version.
How can sellers get their products highlighted in push notifications from Amazon on mobile phones?
There are two different ways to get products listed as recommendations.
- Amazon Media Group (AMG) lets sellers participate in retargeting ads. These retargeting ads are shown to people looking for your products or products like yours. The best place to see these ads are on Amazon’s homepage. Ads here are being served by the AMG unit. They aren’t cheap. Plan on spending at least $7,500 per month for AMG ads.
- Coupon stacking is the other method to get your products listed as recommendations or “Frequently purchased together.” If you sell multiple products, simply create a coupon like buy one and get another one-half off. If people buy those products, Amazon will start making those recommendations to other sellers.
What are the top three recommendations for new FBA sellers?
- Do research online for how to do FBA.
- What kind of selling model are you using? Online arbitrage? Retail arbitrage? Wholesale? Private label? You need to identify your business.
- Just take action. Don’t wait for things to be perfect. Do and try something to see if you succeed or fail.
How can a seller get their products better positioning on Amazon?
This consists of several different components, sales being the most important. But sellers need a great product detail page, which means an optimized title, bullet points, photos, description and backend keywords. All of this is critical to get started. But sellers ultimately need to make sales. Amazon ranks better selling products over others that aren’t selling as well.
Sellers will see keywords mostly ranked based on of the Best Seller Ranking (BSR). This is mostly determined by the number of sales the product can drive as well as some other variables.
How often should Amazon sellers be testing new search terms and keywords?
Always be testing. Sellers shouldn’t be worrying about new keywords all of the time but they should make time to consistently review their keywords and search terms. Also, sellers need to be acutely aware of what keywords are driving sales for their competitors. Sellers need to add actual search terms that shoppers are using to find their products or ones similar. Optimize for conversion first. Check your reviews and your competitor’s reviews to find recurring phrases and keywords that are used to describe the product.
Where do the ASINs come from in Amazon Search Term reports?
ASINs are only found in Search Term Reports for sellers running auto-targeted Sponsored Products ads. Amazon searches for similar products and then displays your product on the bottom of a competitor’s detail page.
Take the ASINs from the Search Term Report, go to Amazon and search for the ASIN. Use a tool like Scope to do a reverse ASIN lookup to see what keywords that ASIN is ranking for. Then take that data and update your product’s keywords, detail page or Sponsored Products campaign. Understand why there is a relationship between the two products then use the information you gather to improve your products.
Are there any recommendations for Feedback Genius follow-up emails?
First, look at your subject line. And say to yourself, “If this was in my inbox, would I open it?”. If you wouldn’t open the email, then fix the subject line. Second, read your email and think to yourself, “Would I write this person a product review?”. If no, then you have to keep working on the email copy.
7 Tips for Optimizing Feedback Genius
What’s the best way to ask for product reviews from shoppers who have opted out of emails?
In March 2017, Amazon finally allowed its customers to opt out of third-party email messages. Many sellers were unhappy about this and found it unfair. Amazon just made the customer’s buying experience better. We’ve noticed that 40% of emails are getting bounced but that means about 60% of emails are still reaching shoppers.
Sellers need to be more connected to their buyers to reach them. You can automatically remove unsubscribed buyers so you don’t send them emails that get bounced with Feedback Genius’s global blacklist. You can still ask for product reviews but just be aware that buyers can easily opt out of messages.
What’s the deal with the 250 characters backend change?
Amazon has been making updates to how it indexes backend keywords. Some sellers have been affected by this update while others have been able to fit 300 characters in their backend. You can read Amazon’s take on the change and our suggestions in a previous blog post.
But what’s most important to sellers across the board is this: It’s not about 250 characters, all on one line or spread across five lines, it’s about optimizing your listings to succeed on Amazon. Remember, you have your title, bullet points, and description to tell buyers and Amazon what your product is and what it does. Backend keywords, when used correctly, tell Amazon what your product is that wasn’t already mentioned. Sellers have been known to stuff the backend section with keywords that aren’t relevant to their product.
Sellers need to look at their session by child ASIN report from today, a month ago, three months ago and so on to look for a pattern on the number of sessions you’re product is getting. If you see a sharp decline, then something is wrong. And if the number is increasing, then something is working.
How much seller feedback does a seller need in order to be competitive?
Seller feedback is crucial if you’re competing to win the Buy Box. Seller Feedback is based on recency and relevancy. The number is arbitrary because it depends on your competitors. The goal is to be constantly getting positive seller feedback. Amazon uses seller feedback as a sign of success. You always want to be getting constant seller feedback to stay ahead of your competitors.
What do you do if Headline Search Ads (now Sponsored Brands Ads) had a boost but then dropped off?
First, understand that Sponsored Brands Ads (formerly Headline Search Ads) don’t give sellers a lot of data at the moment. This makes it hard to understand. There’s only one spot available, which makes it more competitive. These ads aim for the top of the funnel. They’re great for brand recognition. Start by looking at your store, the page after the ad is clicked. Test images and copy.
For PPC, what do you do when the keyword you’re bidding on is also your product? I.e. garlic press is product and keyword.
Start by using negative keywords to filter out what is not your product. If garlic press is the product and keyword, use negative keywords to zone in on the search terms. For example, if it’s plastic, use the negative keyword aluminum or steel to make sure your product isn’t showing up for those searches. The more you bid, Amazon will give you a chance to win top ad placements. But once your ad loses relevancy, you’ll miss out.
What are the dangers of listing a private label product that is not in Amazon’s Brand Registry?
The answer will become clearer over time. The updated Brand Registry program is now available, which offers greater protection for brands. All brands need a U.S. trademark for Amazon.com. Once your brand has the trademark, you can apply for Brand Registry. The program gives sellers access to the Storefronts program as well as Headline Search Ads (now known as Sponsored Brands Ads). Expect more features to be gated behind Brand Registry.