- Cory Checketts
- On June 26, 2019
UPDATE: September 24, 2019: From Amazon: “Enhanced Brand Content is now called A+ Content.”
Amazon Buyer-Seller Messaging remains the primary method of communication between buyers and sellers. Use these four tactics to make your brand stand out.
With nearly four billion users worldwide, email is still one of the most-used communication forms today. Not only is it a go-to source of digital communication, but it’s also one of the oldest—beginning in the late 60s with the creation of the ARPANET. Lots of trends come and go (remember AOL Instant Messenger?) but few have remained or have been as effective as email.
Brands all over the world use email to grow their market share and retain customers. This is particularly true for Amazon sellers—especially since Buyer-Seller emails are the only way a seller can communicate with a buyer. If you think that after-purchase emails are irrelevant, you’re completely mistaken. This seller increased his sales by 50% thanks to Buyer-Seller emails.
With that being said, here are four ways to help make your brand stand out on Amazon with Buyer-Seller Messaging.
Consistent Branding and Messaging
Think about the last time you went to a sporting event. What stands out from your memory? The fierce competition, the food, your friends? More than likely, you remember the experience as a whole. You saw the teams’ logos, colors and all-star players plastered around the venue. People were probably dressed in team colors or jerseys too. The branding—along with your expectations and experience—crafts your perception of the team.
Similarly, a shopper should be able to understand your brand within five seconds of landing on your detail page. Your title, images, logo, bullet points, videos, and Enhanced Brand Content need to create a compelling experience that convinces the shopper that your product is the right fit for their needs.
As soon as you get a sale, you need to continue your branding and messaging. Depending on what you sell, follow-up with the buyer to offer them additional resources to enhance their experience with your product as soon as it’s delivered. A PDF user guide is an effective resource to accompany most Amazon purchases. What’s more, you can send the same resource to every buyer automatically for a consistent experience.
Seller Feedback Isn’t Just for Resellers
Seller feedback is especially crucial to third-party resellers because they compete with others who sell identical products for a percentage of the Buy Box. Whereas private-label/brand owners have control over their detail pages and don’t have to compete for the Buy Box.
The seller feedback metric is used to measure the quality of an Amazon seller. Shoppers are encouraged to rate their experience with a seller or brand by leaving feedback based on shipping and communication using the five-star rating system.
Sellers who focus on getting a feedback score between 95% and 100% are hyper-focused on the buying experience. This comes down to shipping time, packaging, fulfillment method and communication. A high feedback score can prevent sellers from suspension. If your customer dissatisfaction rate consists of 25% negative or neutral feedback ratings, you risk being suspended by Amazon. Proactively asking shoppers to leave you seller feedback isn’t just necessary for resellers and arbitrage sellers, it’s a key component of selling on Amazon.
Product Reviews Are as Relevant as Ever
You’re only as good as your reputation. What your buyers think and say about your products has a massive impact—positively and negatively—to your success on Amazon. Product reviews are the primary way buyers share their feelings, experience, and perception of your products and brand at large.
This is why product reviews have historically been taken advantage of and remain a hot topic amongst sellers. Every seller wants more, consistent and gleaming reviews of their products. But in reality, not every review you receive is going to be positive. But that’s not necessarily a bad thing because this can inform you about the quality and use of your product. In fact, many shoppers use negative product reviews to make purchasing decisions. This is usually because they have made up their mind and are just trying to be convinced otherwise.
You should be asking everyone who buys from you to leave a product review. Oddly enough, many sellers are never asking. In fact, 50% of Amazon sellers don’t realize they can ask buyers to leave a review. Product reviews contribute to Amazon’s search and ranking algorithm, so getting consistent reviews can help determine where your product gets ranked in organic search.
Make Customer Support a Top Priority
A happy customer is a returning customer. Not only that, a happy customer is someone who will tell their friends and family about their positive experience. It’s true, there are a lot of things that are out of your control when selling on Amazon. But you can control a few key aspects.
Like I mentioned earlier, you should be sending everyone who buys from you an email with instructions, tips, product suggestions or a guide in the form of a PDF. Not only will this establish goodwill but it will open up a line of communication for buyers to contact you if they have a problem.
Return or repeat buyers open sellers up to a unique opportunity—especially for sellers who sell consumable products. Repeat buyers are the most obvious opportunities to make your brand stand out and to build loyalty. Sellers need to send a different email to buyers who buy the same product more than once. Doing so will give them a new way to communicate value and offer something fresh. I talked about this in last month’s blog post. Essentially, you should ask for a product review from somebody who buys from you at least a second time because nobody buys a bad product twice.
As exciting as it is to chase new and exciting tactics, it never hurts to double down on fundamental tactics. Buyer-Seller Messaging is a stalwart tool for Amazon sellers but often gets overlooked by newer strategies like advertising. If advertising can bring new people to your products then well-crafted branding and messaging will convert new customers and keep them coming back.
The easiest way to deliver consistent on-brand messaging on Amazon is by automating your Buyer-Seller emails. Thanks to automation you can build a brand, get seller feedback, ask for product reviews and offer excellent customer support from everyone who buys your products.
If you’re not proactively messaging your buyers then you’re missing out on a massive opportunity. Feedback Genius continues to be the most obvious solution for automating Amazon emails. Try Feedback Genius free today for 30 days.