Stand Out and Sell More This Q4: Webinar Recap

Q4 is around the corner. It’s never too early to discover more profitable keywords and to begin optimizing your Amazon detail pages. Amazon shipped 50% more items during the 2016 holiday season than the year before. And this figure is likely to double again. What are you doing to take advantage of Q4 traffic?This is a recap of a webinar we hosted with Chad Rubin of Skubana. Learn what you need to do to stand out and sell more this Q4, and get advanced keyword research strategies and Amazon detail page optimization tips.

Q4 Checklist

  • Know Your Dates: It’s never too early to start preparing for Q4. Don’t wait too long to start. Understand when inventory has to be at an Amazon Fulfillment Center, Long-Term Storage Fees (prices go up during the holidays).
  • Update Photos
  • Clean Up Listings
  • Add Enhanced Brand Content/A+ Content to Product Listings
  • Setup and Test Promos
  • Monitor Product Reviews

Google vs. Amazon

  • Google had 80% of market share for searches in general but Amazon is starting to take product searches away from Google. Amazon is Google’s largest competitor.
  • Amazon products are ranking organically for Google searches based on their page ranks.
  • Amazon began sponsoring product listings ads on Google at the end of 2016.
  • Anker is the third largest seller on Amazon and the largest private label seller.
  • Learn from people who are winning.
  • Amazon A9 tracks everybody’s search. It tracks keywords, how they are found, did the shopper convert, page usage, and engagement, and Amazon uses this information for Best-Seller Rank (BSR).
  • Amazon assigns a number to the keywords a shopper uses. That number is then saved in a database associated with the shopper, date and next product they clicked. And more importantly, did the person buy.
  • If Amazon knows what you want it will show more of what you need. Amazon has its own marketplace, unlike Google. Amazon knows if a person converts on a page.

Amazon’s Flywheel

  • If you have compelling listings, you’ll get more conversions, Amazon then increases BSR/search visibility, which leads to more sales.
  • The main principle at Amazon is that the customer comes first.
  • If you want to win on Amazon, you need to put the customer at the center of the universe.
  • There are tools that help you move the flywheel: search, ads, conversions and reviews.

Finding Keywords

  • When researching keywords, you should be asking: “What are the right keywords that shoppers will use to find my products?”
  • Ways to find keywords:
  • Ask people to describe your product
  • Do an Amazon search
  • Do a reverse ASIN lookup
  • Use a Search Term Report

Using Keywords

  • Headlines: This is the most important part of a listing. Always consider mobile and ads when writing a headline. Think about how it looks on a page, the app, mobile and ads. Start with your most important keyword at the beginning.
  • The first 15 characters are the most important when thinking about mobile.
  • Bullet Points: Build these out for the shopper and Amazon indexing purposes.
    • Don’t start with the most technical details. Answer questions that the shopper may have. Be sure to include features and benefits.
    • Capital letters are a great way to highlight a value proposition and connect on an emotional level.
    • State that the purchase is “RISK-FREE” in the first bullet. This is because Amazon accepts every return.
  • Backend Keywords: Amazon technically allows sellers to add up to 5,000 characters (1,000 per line) into the metadata of a product listing. There are reports that Amazon will only index up to 250 characters.
  • Whether you add 250 character or 5,000 characters here isn’t a Terms of Service violation. But you run the risk of not getting indexed for the most important keywords.
  • Helpful exercise: Go to your business reports in Seller Central. Visit the Parent by Detail Items, which shows every product you sell and the sessions. Add up the sessions from every month and see if you sessions/impressions have decreased. If you see your impressions have lowered from last year, then you need to optimize and research keywords. You want your impression share to be climbing.

Create Conversion-Rate Optimized Content That’s Compelling

  • Use keyword tools like Moz, Merchant Words, Scope, or ReviewMeta (this shows terms that have been used the most in a product’s reviews).
  • Write 50% for humans and 50% for bots. Amazon considers a perfect seller as somebody who uses FBA, Sponsored Products ads and when a person buys and it gets a percentage of revenue.
  • Don’t just explain what you’re selling but explain why people should buy your product. What value are you providing? Use text and images.
  • Don’t just focus on clicks—conversions are what count.

Compelling Titles: Learn from the Best

  • A weak title simply states what it is. A strong title explains what the product is from start to finish.
  • Strong titles are keyword dense and not keyword stuffed.
  • If it reads nicely, you wrote it right.

Compelling Images

  • Remember, the primary image must be on a white background.
  • You can get more creative with your secondary images. Lifestyle images that show people using a product are popular and successful.
  • Use your images to drive home the point of the why.
  • Include a warranty or guarantee within your images.
  • Make a claim as to how the product improves a shopper’s life.
  • Use high-resolution images.
  • Include at least five photos.
  • 3D renderings can help boost sales.
  • Compelling Bullet Points
  • Write 50% for humans and 50% for robots.
  • Use all caps to draw attention to the points.
  • Remove risk by stating a guarantee.

Compelling Promos

  • You can use promotion codes to get included in the “Frequently Bought Together” section.
  • Create a coupon stack, which is located toward the bottom of a product detail page.
  • Use cross-browser emojis to draw this out.
  • If you buy X product and Y product, you’ll get Z product for a lower price. The goal here is to show Amazon’s algorithm that similar products are getting purchased frequently.
  • Drive external traffic to Amazon and use a coupon stack to sell multiple items. Work on your highest-selling products now for Q4.

Compelling Enhanced Brand Content/A+ Content

  • Enhanced Brand Content/A+ Content is not intended for Amazon SEO. Amazon doesn’t index words on these pages. The goal is to create a more visually compelling product detail page to buy.
  • Attendee poll: 34% use EBC/A+, 37% are not using either, and 28% don’t know what it is.
  • You need to be a registered brand owner to access EBC/A+.
  • Original and new Brand Registry sellers can access this feature.
  • Video is coming.
  • These are all next-level things you can do to improve conversion once you’ve done the fundamentals.

Product Reviews

  • What are people not doing? Many use tools to validate ideas. How do you win in this competitive environment?
  • Search for products on Amazon and try to invalidate an idea. Use negatives in product reviews to iterate on your products or on your product listings. This will give you ideas on optimization, keywords and product sourcing.
  • Take negatives and turn them into positives.
  • Addressing one-star reviews up front in your bullet points can drastically enhance conversion rates.

Cory Checketts

Cory is the content marketing manager at Seller Labs. He has more than five years of experience doing strategic communications and professional writing. When he’s not writing he’s getting dropped off the back of amateur cycling pelotons or yammering incessantly about motorsports.

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