How to Sell on Amazon [Updated for 2021]Jeff Cohen
So you want to become an Amazon Seller, eh?
As a seller, it can seem that everything is stacked against you. As technology providers for Amazon sellers, we understand the frustration. With so many policies and so many changes to those policies, it can seem as if the game is rigged. Instructions and rules are hard to find in Seller Central, and minor infringements punishable by suspension.
Given all of the restrictions of the Amazon Marketplace, it’s easy to feel unwelcome, but let’s be honest; it is in Amazon’s best interests that you generate profits! After all, Amazon’s low prices and high competition are essential to their success.
If you are serious about becoming an Amazon seller, never underestimate your importance in the marketplace. Never think that you can’t win because your success and Amazon’s are closely intertwined.
Amazon wants you to succeed. Trust us.
You and Amazon in a partnership that is exceedingly beneficial and lucrative for each party involved. In this how to sell on Amazon guide, we’ll teach beginners and experts about the Amazon flywheel. By the end, you’ll learn proven methods to how to sell on Amazon by optimizing your product listings and improving customer service,.
CHAPTER I The Amazon Flywheel (AKA The Bezos Napkin Sketch)
Ever heard of Newton’s First Law of Motion? A body in motion tends to stay in motion. Consider how much effort it takes to start a bicycle at a dead stop. A whole lot. But once you get it going and you’re pedaling consistently, things become easier. After you’ve built momentum the pedaling feels smooth and nearly effortless.
The same concept of momentum applies to selling Amazon. Take a look at the now-famous Amazon flywheel. When the flywheel is turning, it can seem almost magical in ease and flow. This is the optimal Amazon flywheel zone. (And it’s totally achievable for Amazon sellers who have great products.)
As a seller, you can turn the gears that are essential to the larger flywheel motion. Sure, Amazon turns most of the gears, but the better you turn your gears, the more Amazon rewards you. The more Amazon rewards you, the more your business will grow.
There is no short-cut to achieving the flywheel zone. If you learn step by step, how to sell on Amazon, you can run your business accordingly. It takes time, but we’re here to help.
The Basic Tenets Guiding All Things Amazon
To become a true Amazon seller, you need to turn the gears of the Amazon flywheel. Before we get ahead of ourselves, there are some basics.
1. The customer experience is everything.
You know this, but just take a moment to remind yourself. At the heart of Amazon’s mission is customer satisfaction. When you keep customers buying more, Amazon will reward you.
2. Seller success is measured on two factors: relevance and performance.
Both relevance and performance contribute to how Amazon matches products with customer searches. To learn more about this aspect of selling, read our complete guide on SEO for Amazon. Don’t have time for the 7-minute guide? Here’s the short of it:
Relevance means your product is a good match for a user’s search. The more relevant a product is, the more likely the shopper is to buy. Amazon determines relevance using the keywords in the:
– Backend keywords
Amazon performance is determined by profitability as well as a product’s potential to sell. Key Performance Indicators (KPIs) include:
– Sales velocity
– Sales history
– Conversion rate
– Seller feedback score
– Product reviews
3. Success begets success on Amazon.
Selling on Amazon is a virtuous cycle where success is rewarded with tools and privileges. These selling privileges further increase the likelihood of more success, and so on, and so on.
On Amazon’s Side
Lower Costs→ Lower Prices→ Growth and Expansion→ New Programs→ Lower Costs … Repeat …
The more Amazon sells, the cheaper for Amazon to operate. Economists refer to this as the efficiency of scale. Efficiencies of scale are Amazon’s jam. Help them sell more, and you’ll be their bread and butter.
On the Seller Side
More Sales→ More Reviews→ Higher Rankings→ Better Placements→ More Sales … Repeat …
As a seller, more sales lead to more reviews and more profits for Amazon. The key is optimizing your listing to signal to Amazon that you are a seller who knows how to make them more money.
Wheels Turning Wheels: The Amazon Flywheel
Now that you understand the big-picture, let’s explore the details of how to sell on Amazon successfully. In the flywheel model, motion can be accelerated organically with great products, low prices, good reviews, and excellent customer service. It can also be accelerated with paid traffic when sellers use Amazon Sponsored Advertising. Whatever your approach, feed the cycle, and the cycle will repay you.
Above is a visual representation of the gears at work and how they turn. For each gear, we’ll provide information, tips, and resources to help you move the larger flywheel.
CHAPTER II The First Two Gears: Discovery & Traffic
Simply put, discovery is about showing up in search results. Shoppers can’t buy what they can’t find. Help them find (and buy) your products by optimizing your Amazon product’s discoverability via the keywords, bullets, and title.
To be good at discoverability, you need to learn about Amazon’s search algorithm, and how Amazon ranks products. However, before you get started with all this technical SEO, you need to be savvy about keywords.
If you provide listings that are complete, compelling, and packed with great keywords, you’ll get more conversions and sales.
What Are Keywords?
Keywords signify to Amazon’s algorithm which products match with user searches. The keywords you use in your product listing will determine how you rank on Amazon Search Engine Results Pages (SERPs). To say that keywords matter is an understatement.
How do you find the best keywords?
- Ask friends and family to describe your product in their own words.
- Do an Amazon search for your product/similar products, as well as searches on other commerce sites like Walmart, eBay, and Target.
- Use the Search Term Report in Seller Central.
- Read your product reviews and incorporate those phrases.
- Read competitors’ listings, especially the listings for those ranking as top sellers in your category.
- Do a reverse ASIN lookup using Seller Labs Pro.
Where do you put keywords?
Now that you’ve gathered your keywords, put them all in one list, and sort them by search volume and relevance. Once you know the most relevant, popular search terms for your product, distribute them across your Amazon’s fields: the title, bullet points, product description, and backend keywords.
The title is not only crucial to the Amazon algorithm, but it’s also the first thing shoppers read. You only have 200 characters for your title so use them wisely. Include the brand name, what the product is, what it does, what materials it is made out of, etc.
Remember that most shoppers are on mobile devices. Strike a balance between using your full 200 characters and appealing to users on a smaller mobile display. The best of both worlds is to put the most important keywords first.
The default title style to get you started is Brand + Model + Product Type + subsequent information such as material, purpose, size, quantity, color, etc. Read Amazon’s Product Title Requirements so that you can create the perfect title for your listing.
Because bullet points are “read” by both human shoppers and Amazon’s ranking algorithm, optimized bullets will help your rankings and also your conversion rate. Make all five bullet points easy to read, formatted consistently, and full of pertinent, keyword-rich copy.
To go the extra mile, and anticipate questions shoppers may have, and answer those questions. For example, if you get a lot of questions about how your cast-iron pan ages with use, make a key product feature “rust-proof” or “lasting for generations”.
The product description is where you are free to tell your brand’s story. It’s where you can express why your product is the best choice for the buyer. This section allows you to take a tone with shoppers and present your brand and your product in a way that communicates something unique and worthwhile.
The product description is not a place to simply stuff keywords or mention the competition or make claims that you cannot substantiate. It is a place to tell your story and make a connection with your buyer.
Backend (Hidden) Keywords:
This is where you put the keywords that you want Amazon to index, but you want shoppers to see. For example, if you sell affordable headphones, you want to appear in searches for “cheap headphones” but you don’t want to label your product as “cheap”.
Amazon indexes only the first 249 bytes in backend keywords, so you have to be sparing and smart. That limited number means that finding strong keywords and leveraging those is more important than ever. You don’t need to include certain variations of keywords like plurals and misspellings, as the algorithm has already picked them up from other parts of your listing.
Here is some of what Amazon says regarding backend keywords:
Put keywords in the most logical order (a customer is more likely to search for “big stuffed teddy bear” than for “teddy stuffed bear”).
Provide inaccurate, misleading, or irrelevant information such as mentioning competitors or their brand names.
Use a single space to separate keywords. No commas or other punctuation needed.
Include statements that are only temporarily true (“new” or “on-sale”).
Include abbreviations, alternate titles, topics/subjects (for books, etc.), and key characters (for books, movies, etc.)
Include subjective claims such as “best” or terms that are abusive or offensive in nature.
Use keywords that are synonyms, hypernyms, or spelling variations of content in visible attributes (e.g. if product title is ‘whiskey’, use ‘whisky‘ in the backend keywords).
Include product identifiers, keywords that already appear in the listing, variations like upper and lowercase keywords, or plural forms of singular keywords already used.
To Sum Up: Don’t Forget the Details
Both shoppers and Amazon respond well to listings that are complete. What do we mean by complete?
- The listing gives buyers the extra information that may make them more likely to choose your product over your competitor’s.
- The listing provides information so that buyers know exactly what they are getting. The result: fewer returns.
- The keywords inside the listing feed Amazon’s algorithm all of the information it needs to match your product to a customer’s search.
- The listing sends a signal to Amazon that you are an organized seller who is committed to providing the customer with the best experience.
We get it; writing such a quality listing takes time, energy, and effort. Our listing optimization experts are here to help, but if you’re the DIY type, try to optimize your time as well as your keywords.
Unlike Google, Amazon doesn’t care about original content. This means that if you have an awesome keyword-dense product description on your own site or another commerce site or anywhere else, you can use it as-is on Amazon. So make that easy on yourself with some copy-paste-adjust treatments of existing listings.
Time Taker (But Well Worth It)
Remember that Amazon is asking sellers to provide structured listings written in keeping with its guidelines. Follow the instructions, respect the rules and parameters, and complete every applicable field. Taking the time to thoughtfully complete as many detailed fields as possible is a win for you, buyers, and Amazon.
But Wait, There’s More!
We almost forgot – there are many fields in addition to the title, bullets, product description, and backend keywords. These pesky details may seem like a waste of time, but they are actually opportunities to rank better and sell smarter.
Filling out these fields all the way makes your product filter friendly in the left sidebar. Not only will this help you users find your product when browsing, but it will also tell searchers that your product is the best match in terms of color, size, brand, Prime eligibility, etc.
Below are some of the fields where providing information (that is thorough and correct) is essential.
Manufacturer Part Number (MPN):
When a shopper is looking for something specific, such as a replacement part, the Manufacturer Part Number is crucial. A specialty light bulb, a replacement heating element for an oven … these are the sorts of things where shoppers rely on unique identifiers to make sure that they are getting the exact part they need.
Be sure to not only add your MPN (if applicable) but to double-check to make sure you’ve got it listed correctly and have included other products with which it is compatible.
Don’t skimp on specs. Sure it seems like hyper-specific technical info, but it matters, and not just to gear geeks browsing electronics. Specs like size dimensions, weight, color, power output, software version, etc. are what will differentiate your product from others, and prevent returns.
Category and Subcategory:
Although search is the most-used method for finding products, we can’t ignore that shoppers browse. This is where the category and the subcategory are important. Be sure to select these carefully and to drill down as narrowly as possible so that you are competing with fewer other products in that classification. Learn more about Amazon’s Browse Tree Guides (BTG) so you can increase your product’s discoverability for browsing.
When we say traffic, I mean eyeballs on your product, plain and simple. We’re taking a shopper from having found your product (along with many other competing products and brands), to clicking on your listing for further information and a possible purchase.
How do you drive traffic and cross that bridge from impression to click? Advertising. When you advertise on Amazon, you need to take calculated risks and monitor your reports. Treat it like investing and diversify your portfolio. Try the different advertising options available to you.
- Sponsored Products Ads (available to 1P and 3P sellers), strategy tips here.
- Sponsored Brands Ads (available to sellers who own their brands and are registered with Amazon Brand Registry)
- Sponsored Display Ads (available to sellers who own their brands and are Amazon brand registered)
Other Methods of Advertising on Amazon:
Try them in various combinations and make adjustments as the data dictates. Understand that not every type of ad is the best fit for every product or brand. But if you work your ad campaigns methodically and diligently and listen to what the data says, you can absolutely turn lackluster product performance into best-seller status. Start by reading The 4 Cornerstones of How to Effectively Advertise with Amazon.
Crush Amazon PPC with Seller Labs Pro
Seller Labs believes in the power of Amazon PPC but we also know that Amazon’s Seller Central campaign-management interface can be cumbersome and the reports can be delayed and they often require advanced knowledge of Excel.
We built Seller Labs Pro to not only take the pain out of managing PPC, but to simultaneously find you the best keywords based on historical data as well as current trends and competitors’ listings.
Between the powerful data-driven keywords, intelligent suggestions based on ever-changing marketplace factors, we’ve seen blazing sales velocity and profitability for many sellers.
CHAPTER III Become a True Amazon Seller: Conversion & Reviews
The next two gears are all about sealing the deal. With discovery and traffic, you’ve got a potential buyer on your detail page. Now, you need to convince that buyer to add your product to his or her cart, check out, and leave a review.
Did Amazon match the right product to the buyer? Did that buyer make the purchase? The answers to these questions are in large part how rankings shift. After all, completing sales is the number-one way in which Amazon measures success. Sales get rewarded with a better placement that further increases the likelihood of subsequent sales.
You can do a lot to increase your conversion rate. Amazon makes no secret about what you need to do to make Amazon make money. For instance, we know that the conversion rate is measured by the total number of sales divided by the number of unique page visits.
Total Order Items: Total number of order items ordered for the selected time period. (Note: An order can have multiple order items, and each order item can have multiple units.)
Sessions: Number of unique visits to your Amazon product detail page within a 24-hour period. (Note: A user might view your pages many times on a single visit, resulting in a higher number of page views than sessions in your reports.)
We certainly know that you don’t want to decrease your number of page visits, so the best way to optimize for conversion rates is to increase your sales. The following factors influence whether or not a customer buys a product:
- A+ Content
- Fulfillment by Amazon
Price the most important factor determining which seller owns the Buy Box. Win this crucial real estate, and get the bounty of conversions that the Buy Box delivers.
Price does more than playing a determining role in Buy Box ownership, it also influences conversions (and plays into rankings because lower-priced items have a higher likelihood of being bought).
Shoppers are going to choose the item priced lowest. Sellers want to have the lowest price in order to capture the sale, but the price can’t go so low that there’s no profit in selling the product. It’s a balancing act and one that isn’t about prices so much as it is about margins. And where there are margins, there are opportunities.
So how do you play the price game with your competitors without accelerating the race to the bottom? Set a price threshold and don’t cross it. Commit to a price that you will not sell below and stick to it while working on all of the other factors that help your ranking and conversion rate.
Shoppers will indeed pay a little bit more if your page looks amazing and your reviews and feedback are all high marks. If you’re running a promo and shipping fast and free through Prime, sellers will be even more likely to convert, (especially if your competition has some bad reviews and fuzzy images.
There is only so much that you can do about price. Do your best at cutting costs before you get to Amazon. If you optimize in areas like sourcing and manufacturing and packaging and shipping, you can be more flexible in pricing. Do that, tend your other ranking and performance factors and you will find that it’s not all just a race to the bottom.
The Amazon algorithm loves compelling content and so do shoppers. Making compelling content is king, but it can be a daunting task, particularly when you aren’t a writer by trade.
Amazon has come a long way in order to help sellers make attractive, informative, user-friendly pages that don’t require editorial or graphics expertise. With an increasing number of attractive templates available, sellers can now make product detail pages that look great. All you need to do is present all the information a shopper would need in order to make an informed purchase.
The best way to write killer content, without a web designer? A+ Content. A+ Content’s templates don’t just prettify product detail pages, they allow you to tell the story behind your brand, which can be incredibly powerful when it resonates with a shopper.
Before digging into next-level conversion drivers like A+ Content, get a handle on your relevance and performance fundamentals. Remember that you can do a lot with simple HTML, quality images, and great copy.
These content-rich pages leave standard pages in the dust. Plus, a page that is super-robust implies a professional seller who is invested in customer service.
Need-to-knows when deciding whether or not to use A+ Content:
- Amazon doesn’t index A+ content. This content is not intended for Amazon SEO, so it’s not going to help your discoverability. The goal of these pages is to create a more visually compelling product detail page, which helps your conversions.
- You need to be a member of Amazon Brand Registry in order to use A+ Content. There are many reasons you’ll want to join Brand Registry, if eligible.
- While A+ Content tools are awesome, they take time to learn and to utilize and the resulting submissions require approval from Amazon, which puts you at risk for having your hard work be rejected.
Images are hugely influential when it comes to product perceptions. Make them appropriate and consistent with what you are saying about your brand and your product. If some part of the product or its use is confusing, show pictures to clarify. Make your images large and high quality.
Use as many of the available image slots as you need to convey selling points and information about your products. You technically get nine images per listing, but only seven are usually displayed. To be safe, stick to seven images and designate one large primary image with up to six alternate/secondary images. Don’t just use snaps of your product from various angles. Lifestyle shots of people using your product speak volumes.
Again, Amazon tells you how to do this so that you satisfy both the algorithm and shoppers. Here are some of Amazon’s image guidelines as well as some proven best practices we’ve gathered.
Image Guidelines from Amazon
– Images must accurately represent the product and show only the product that is for sale.
– The product and all its features must be clearly visible.
– Main images should have a pure white background.
– Main images must be professional photographs of the actual product (graphics, illustrations, mockups, or placeholders are not allowed).
– Images must not show excluded accessories; props that might confuse the customer; text that is not part of the product; or logos, watermarks, or inset images.
– Images must match the product title.
– Images should be 1,000 pixels in either height or width.
– Amazon accepts JPEG (.jpg), TIFF (.tif) or GIF (.gif) file formats, but JPEG is preferred.
– Even more image specifics here.
Image Tips from Seller Labs
– Take photos at flattering angles and using good light.
– Shoot high-resolution, sharp-focus pictures.
– Clean up your pics in photo-editing software (but do not alter the product depiction).
– Watch out for shadows, reflections, and background elements that might be captured.
– Make sure that the product occupies at least 85% of the image area.
– Show the product in use so you can convey its value to the user.
– If your brand is on the product, capture that in a photo.
– Snap close-ups of important/differentiating features.
– Include pictures of product packaging, included accessories, and the product in various states (opened, closed, in its case, etc.)
A few key takeaways regarding images on Amazon product detail pages:
- Don’t be afraid to spend a little money on a professional photographer. Plenty of shoppers have looked at detail pages and thought, “those are terrible pictures. I can’t see anything. Forget this, I’ll find something else.”
- Amazon measures the user’s time on a page, and longer duration is better. More pictures zoomable pictures that show important details make for longer visits.
- Follow Amazon’s rules. Submitting pictures that are not in line with Amazon’s guidelines will result in Amazon suppressing your listing, which means no sales. Save yourself the hassle and get it right the first time (and do so with all listing elements, not just images).
Video is available to active professional-level sellers who are in good standing and Brand Registered. Video content must be approved by Amazon and there are strict video guidelines.
Before you take on creating and adding videos to your Amazon product listings, carefully read Seller Central’s Upload and Manage Videos page. The last thing you want to do is spend time and money on unacceptable content or content that could jeopardize your account.
Try some other options as explained in “Amp Up Your Amazon Product Listings: Add 360-Degree Images and Livestreams.”
Fulfillment by Amazon (FBA)
FBA has changed the way Amazon sellers do business. Not only does it take some of the logistic burden off of sellers, but FBA also comes with Prime. When you use FBA, you get “Fulfillment by Amazon” on your detail page as well as the Prime checkmark icon.
Prime means fast, free shipping from an Amazon fulfillment center. These magic words speak volumes to customers who now see your product as Amazon-endorsed. Customers are more confident with products that carry the FBA name, which does wonders for conversion rates.
Extra bonus: because Amazon is invested in products that they represent via Prime, FBA items get a bump up in terms of Amazon rankings.
Badges and Endorsements
The Prime checkmark icon isn’t the only badge that can be applied to Amazon products. There’s also “Amazon’s Choice” and ”Best Seller”, both of which carry a lot of weight in rankings and conversion. These badges not only inspire trust, but they also signify that the product is well-liked.
“Amazon’s Choice” appears quite often on Amazon private label products (go figure). Seller Support claims that it is decided by a number of factors, including keyword relevance price, stock levels, shipping speed, seller rating, etc.
“#1 Best Seller” is the current best-seller in that category. A product needs a high ranking in order to become a bestseller and get the “1 Best Seller” badge. Getting the “#1 Best Seller” badge is one thing, keeping it is another. Amazon best sellers are updated hourly so that badge is up for grabs 24 times per day.
Run Promotions well and you’ll sell more and faster, in turn helping your ranking, which your placement and helps you sell more! This process turns the gears of the Amazon flywheel.
Beware though, there is no shortage of sellers who have experienced promos gone awry. Do promos the wrong way, and you’ll lose a lot of stock and money. That said, when you get into the promo area of your account (Deals, Coupons, and Promotions), read it all very carefully.
Play with the various types of offers such as Percentage Off and Buy One, Get One. Start with short-run offers so you can get a sense of the response and any correct mistakes you make.
And when you do go live with a promo, test it immediately and edit as needed. Otherwise, you could find yourself literally giving product away, thanks to an unlimited claim code that went viral.
Aside from the obvious options available in your seller account, we recommend trying these tactics. They’re great ways to not only sell more, but to clear out inventory so you don’t accrue Long-Term Storage Fees.
- For tiered money-off promos, create stackable offers that will apply in increasing order. For example, buy 5 items and get $5 off, and buy 10 items and get $10 off.
- Try BOGO promos where instead of getting a second of the same product free or at a lesser price, you attach a different item for the freebie or discount. If enough buyers partake, you’ll find yourself with those two products linked and suggested in the Frequently Bought Together section.
- Create a Sale: Technically not a promotion, you can create a sale using the FBA Inventory Age report and Amazon will recommend a price point that should help you sell more (you can also just lower the price but Amazon gives no recommendation in that case).
There is a flip-side to conversion rate, the percentage of non-conversions. Yes, Amazon is measuring this and it does affect your ranking. Here you will see the metrics that Amazon is using to rate you as a seller.
Everything that you need to know about your standing in Amazon can be found in your Account Health (under the Performance tab) and Business Reports (under Reports).
Seller performance metrics include, but are not limited to, orders, sales, defects, sessions, returns, cancellations, stock-outs, etc. All of these things factor into your ranking when a
Make it a habit of checking your Account Health and Business Report daily. For additional insights delivered in a clear, helpful manner, try Seller Labs Pro. The Pro dashboard will keep you up to date with insights so that you can make better business decisions.
4. PRODUCT REVIEWS
What buyers (especially buyers who have made verified purchases) say about your products matters as much, if not more, than anything you can say about it. Good product reviews are a must. A product without reviews is a turnoff to any buyer because no one wants to be the first to take a chance on it.
Let’s reconnect with the foundation upon which Amazon is built and stands: customers first, always. Remember that you are an Amazon seller, and thus an extension of the Amazon brand. Everything on Amazon is about providing a great customer experience through price, selection, and service.
When you as a seller provide an awesome product at an excellent price and you get it delivered fast, you will be rewarded by good seller feedback and product reviews.
Customer opinions will significantly help your conversions and your rankings. You’ll also get social shares and your customers will become brand loyal and they will recommend your brand to friends and family.Doing all of the right things (and there is no shortage of them) is immensely important to your position as a seller.
Don’t disregard your competitors’ reviews; those can provide you with valuable information about what shoppers care about.
Reviews are the least and most crucial gear that propels your portion of the Amazon flywheel. Until October 2016, you could solicit reviews via free or discounted products in exchange. With this practice banned and many buyer-seller communications restrictions added, you need to master how to get more reviews on Amazon and improve your Amazon seller feedback.
Go Beyond Your Product
Don’t brush off what buyers are saying about your products and your service. Check competitors’ reviews and look for any trouble spots that customers have experienced. Turn your competitors’ negatives into your own positives by addressing these issues in your product listing information.
Use a Feedback Management Tool
Don’t take chances on customers leaving you feedback and reviews. And don’t make the mistake of confusing a product review with a seller rating! Follow up with buyers methodically and respectfully using a feedback-generating tool such as Seller Labs Pro.
Use a communications tool like Seller Labs to get good feedback but also to:
- Check-in with buyers after they’ve made their purchases.
- Guide buyers about where to leave a product review and where to leave a seller rating.
- Ask questions that will help you discover ways to become an even better seller.
- Address buyer concerns and make the appropriate changes to your listings and processes.
- Offer buyers more value by including usage guides and instructions or other supplemental resources.
Conclusion Continue Improving & Optimizing to Turn Those Gears to Profits
If this all seems like a lot to do and manage, the flywheel model. The hard part is setting it in motion. Once you set yourself up for success by attending to the gears, momentum kicks in and the wheel will keep spinning.
This being eCommerce, however, changes will indeed take place (and Amazon will indeed make changes often and without notice). Sellers cannot anticipate all of these or how the changes will affect the marketplace.
How many times have we heard of Amazon changing its algorithm and the sky falling? That said, do your part to keep the flywheel spinning smoothly—keep your gears clean and well oiled, stay informed, seize opportunities, and be nimble when changes happen—and you’ll be rewarded for it.
How to Sell on Amazon: Key Takeaways for Success
- Amazon’s success and sellers’ success are intertwined. It’s a partnership where Amazon even goes so far as to give sellers instructions for how to sell on Amazon successfully.
- There are four basic tenets guiding all things Amazon:
- The customer experience is everything.
- Seller success is measured on relevance and performance.
- Success begets success on Amazon.
- Success is rewarded in simple terms as “More Sales → More Reviews → Higher Rankings → Better Placements → More Sales … repeat … “
- There are seller-powered gears at work within the Amazon flywheel mechanism:
- Discovery is about getting found and ranking high in Amazon search results. This is done in the product listing (title, bullets, product description, backend terms) and using keywords that resonate with Amazon and match the user’s search.
- Keywords require a data-driven approach to find the terms that rank best according to Amazon.
- Fill out as much of your product listing page as possible, using as many keywords as possible.
- Traffic is about getting shoppers to your product detail page. Advertising using offerings such as Amazon Sponsored Products Ads is a way to drive traffic.
- Amazon PPC campaigns can be extremely profitable with the help of a campaign-management tool such as Seller Labs Pro.
- Conversion is about turning a shopper into a buyer. It is driven by price, Prime eligibility, the words, and images on a product detail page, reviews, promotions, etc.
- Reviews can make or break a seller and a product.
- Participate in the Fulfillment by Amazon program to mitigate fulfillment risks that can result in negative feedback.
- The best way to avoid negative reviews and ratings is to deliver a great product and great service. There are no shortcuts.
- Get more seller feedback and product reviews while also delivering proactive customer service with Seller Lab Pro.
- Never stop looking at data and customer feedback. Optimizing your listings based on the information you glean.
- Remember that the customer experience matters most to Amazon. Make that experience great.
- You got this.
Now that you know how to sell on Amazon, get all the tools you need to do it more profitably and efficiently than you ever imagined. Start your FREE 30-day trial of Seller Labs Pro.
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