- Patrick Muir
- On September 4, 2015
- 0 Comments
Last week I launched a new product in a highly competitive Amazon category–the SKU is for an Apple Slicer.
I view Apple Slicers as a highly competitive category since there is almost no product differences and it’s super cheap to source from China, which means there are a ton of sellers. Also, Amazon competes within the category with multiple SKUs.
I ordered numerous samples from China and picked what I considered to be a high-end version. And then I tried to find a color combination that was unique. I ended up with a black base with red handles. I think it looks great.
My first step was to write great copy. I simply read the product pages of the top selling SKUs for the keywords I was targeting and applied similar if not exact wording.
The next step was to take pictures. I try to always fill every slot with pictures since a high majority of shoppers will look at every single one. I view each picture slot as another opportunity to sell my product.
I also ordered a large amount of product – 5,000 units for $0.85 a piece. I air freighted my first 1,000 items and the rest are coming over by boat. I thought to successfully compete in this category I would need to get costs as low as possible and drive trial by using a combination of Snagshout, campaign ads and low pricing.
Last week I sold over 150 apple slicers on Snagshout for about $1. I now have more than 100 reviews–instant credibility.
I limited my Snagshout sales to 20 or 30 units per day, which inadvertently helped in my search rankings. I now rank on page one of organic search for Apple Slicer and Apple Wedger. I’m still on page three for Apple Corer. The main keyword is Apple Slicer and the goal is to be among the top 10 items.
This week I lowered my price to break-even for air freight (this would be profiable for sea freight, though). Because I now rank, I’m getting organic sales. I’m also buying ads for the important keywords I’m trying to rank in.
My goal is to rank among the top 10 of Apple Slicers before raising price slowly. This process will take several weeks and more promotional money, but that is what I believe it will take to compete in this highly competitive category.
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