Simple Steps To Skyrocket Your Sales on Amazon
Have any of these questions popped into your mind?
"Why is this one product selling hundreds of units per month, while these others barely sell anything at all?"
"This product is generally more popular than the others, why does it sell so poorly on Amazon?"
If so, these simple steps will help you bring all of your products up to the performance of your best sellers.
Let’s understand first how Amazon works.
Amazon is a lot like Google
Why does one page show up in the top of Google search results while other pages do not?
Because Google puts what it thinks is the most relevant result at the top of the page.
Ok, that may be obvious.
But Amazon does the same thing.
What does Amazon use to determine if your product is the most relevant for a customer’s specific search term?
Your Product’s Total Reviews
Your Product’s Frequency of Reviews (Reviews velocity)
And a few other things.
If a customer searches “Cat Scratching Post”, Amazon looks at the products that are described as “Cat Scratching Posts” and says “Which of these items are selling the most frequently, and are receiving the best reviews? Those must be the most relevant for the customer searching this term.”
Your Cat Scratching Post may be the best one in the market.
It’s price, it’s quality, it’s effectiveness are all well above those other ones that people buy elsewhere.
But yours isn’t selling. In fact, it’s barely showing up. Or maybe the neon green one is selling 1,000 per month, while the Blue one is selling 20 per month. Which is odd, because more people tend to like blue better than neon green.
You’re making it hard for customers to buy your products
You’re not using relevant keywords.
You’re not describing your product effectively.
You’re making it hard to find/compare your products.
Your images are poor.
You’re not soliciting reviews.
You’re not responding to negative feedback.
Or finally, your product just stinks.
As a result of these problems, the product doesn’t sell and Amazon concludes that it must not be relevant for the customers to see. Assuming your product is not the problem, you can deliver some quick improvements.
Make it easy for customers... and massive revenue increases will follow
1. Consolidate related product skus.
What if you went to the grocery store looking for cereal and the store organized it like you organize your product listings.
The Captain Crunch cereal? It’s on the shelf next to the deodorant.
Frosted Flakes? Look next to the Milk (it’s related right?)
Cheerios look like small tires. Check the automotive section.
How much cereal do you think Kellogg's or General Mills would sell if the store was organized like this?
How hard would it be to introduce a new product or variation?
Stop doing this with your Amazon product listings.
Put them in the appropriate categories, and combine related listings.
If the same product comes in multiple sizes or colors it should be a single listing.
This will immediately boost your sales by taking your best selling variation, and lending it’s sales rank to the lower selling variants.
2. Include multiple, high quality images.
When you hover over an image, what do you expect to see? A higher resolution version of the image, or a big and blurry version of the smaller image?
What do your customers expect to see?
Bad images easily remedied. You should have 5 high resolution images on any product you sell on amazon.
3. Include thorough product descriptions and bullet points.
Less is not more. The less you explain about your product, the more the customer has to guess about it.
A one-line product description is not helping customers, and is also making it harder for Amazon to determine if your product is relevant.
The more you say about it, the more keywords you can match for, and the more opportunities you have to show up.
Say more, show up more, sell more.
4. Run automated reviews campaigns to solicit customer feedback.
Amazon looks at a few things to determine how popular your product is.
How much it sells, and how many customers leave favorable reviews.
Amazon will automatically send out an email to your customers asking them to review your product. But it’s a generic email, and customers get countless requests.
Sometimes it takes 2, 3, or even 4 requests to a customer before they leave a review.
The more you ask for it, the more you’re going to get.
If you’re not directly in control of your Amazon listings, and your dealers are selling on Amazon on your behalf, then this is definitely not getting done.
Learn why multiple Amazon sellers will never help build your brand.
5. Use Amazon Sellers that share your company's goals.
If you're currently selling your products to any company that will buy them, you're shooting yourself.
This model is diminishing your company's brand, and creating more work and problems for you, and damaging your potential for revenue growth in the long term.
Learn why your current Amazon strategy is a recipe for disappointment and understand what you can do to fix that.