Since its founding in 1994, Amazon has radically changed the e-commerce industry. With millions of products to choose from and an innovative shipping model, the platform is a go-to for consumers around the world.
For brands looking to grow their customer base, selling on Amazon is a no-brainer. A well-built listing could get your products in front of thousands of customers each month. However, you’ll also face huge competition from other brands looking to capitalize on the same opportunity.
To succeed on Amazon, you’ll need to build an e-commerce strategy that boosts brand awareness and gets your products in front of your target customers. Here are six tips for successful selling on Amazon.
1. Optimize Your Listings For Search
Search engine optimization isn’t just for your website — it’s also an essential part of developing your Amazon storefront and product listings. With millions of products currently available on Amazon, consumers rely heavily on the search function to narrow down their options. According to Hawke, strategic keyword placement can improve your Amazon search rankings, making your products more visible.
The first step in any Amazon SEO strategy is identifying the best keywords for each product. To do this, think about the search from your customers’ point of view. Identify words or phrases that they might use to find your product. Type these words into the search bar to see which related terms pop up. This will serve as the basis of your keyword strategy.
From there, use a third-party Amazon keyword search tool to check each keyword’s search volume. This will tell you how often consumers search for these words or phrases each month. Focus on relevant keywords with a high search volume.
Once you’ve identified which keywords you’d like to use, put them in your product title and description. Try to use them as naturally as possible and avoid keyword stuffing. Overusing keywords will work against you and make your listings less appealing to consumers.
2. Leverage Amazon’s PPC Features
In addition to developing an organic search strategy, use Amazon Advertising to boost your product awareness. Amazon Advertising is a pay-per-click feature that allows you to post targeted ads for chosen keywords. This feature is similar to PPC advertising on other online platforms, such as Google and Facebook.
Because you’ll only pay when someone clicks on your ads, PPC is a very cost-effective strategy. Before launching your ads, conduct detailed keyword research and decide which terms to target. Keep in mind that crafting the perfect PPC strategy might require some experimentation.
You might need to test multiple search strategies to find the right keywords and ad formats that resonate with your audience. A/B testing different ad creatives and targeting strategies can help you refine your campaigns for optimal performance.
Amazon’s PPC platform also provides valuable data and insights, allowing you to monitor the performance of your ads in real-time. You can adjust your strategy based on metrics like click-through rates, conversion rates, and return on ad spend. Continuous refinement is key to optimizing your PPC campaigns for maximum returns.
3. Create Appealing and Accessible Listings
Each Amazon product listing should be built with the customer’s perspective in mind. Since competition on Amazon is so high, you’ll need to present your products in the best possible light.
Start by using clear, high-definition photos of each product showcasing its notable features. Ideally, you should have photos of each product from multiple angles. You may also want to include a video or animation of the product in action.
Next, make sure that each listing is written and formatted effectively. Use short bullet points to highlight specific product details and features. Avoid using large blocks of text, which are particularly difficult to read on mobile devices.
It’s also important to keep your language concise and avoid using unnecessary jargon, as this could be confusing for readers. Customers complete 28% of purchases in three minutes or less, and having clear descriptions will help close each sale faster.
4. Prioritize Customer Service
To build trust with buyers and keep them coming back, your team will need to prioritize quality customer service. Start by making sure your contact information is readily available on your storefront and your product listing pages. Whether it’s via email, phone, or online chat, your customers should know how to reach you. When customers do reach out, respond in a timely manner — ideally within 24 hours. This shows your customers that you care about them and take their concerns seriously.
You’ll also want to take the time to respond to both positive and negative reviews publicly. When customers take the time to leave positive feedback, acknowledge their support with a heartfelt thank you. This small gesture can strengthen your brand’s reputation.
On the other hand, when faced with negative reviews, respond empathetically and professionally. Address any concerns or issues raised and offer solutions. Potential customers observing your responsiveness to feedback, whether positive or negative, will gain confidence in your commitment to customer satisfaction.
5. Use Automated Pricing To Scale
When you first launch your Amazon storefront, setting your prices manually is relatively simple. However, as you introduce more products and the market fluctuates, keeping up with prices becomes more difficult. You’ll need to keep your prices low enough to stay competitive and high enough to remain profitable, which is a difficult balance to achieve.
Amazon’s automated pricing feature takes some of the guesswork out of setting your prices. This tool will adjust prices automatically based on pre-designated parameters that you set. These parameters can be tailored to align with your business goals and market conditions.
For example, you can implement competitor price matching or even automate price changes based on available inventory. If you sell seasonal or time-sensitive products, automated pricing can be set to adjust prices during specific periods, such as holidays or clearance sales.
This tool is extremely beneficial for businesses of all sizes. Manually adjusting prices for a large product catalog can be time-consuming. Automated pricing frees up your time to focus on other critical aspects of your Amazon business.
6. Build A Memorable Brand
Since the Amazon market is so saturated, you’ll need strong branding to catch customers’ attention. When building your storefront, you’ll have the opportunity to add your own images and marketing materials.
Using consistent colors, imagery, and language will make your brand more recognizable to shoppers. Include your company logo in your storefront and your listings. Repurpose content from your website or from social media when necessary.
Your brand’s name should also be included in the title for every product you sell. Over time, shoppers will start to recognize your name and remember your brand.
Whether you’re a new entrepreneur or an established retail brand, Amazon is an effective way to sell your products. Amazon has plenty of helpful features that you can use to create engaging, high-quality product listings. Now that you’ve learned a few tips, it’s time to implement and start making sales!