As a seller on Amazon, you have access to a potential consumer base of over 310 million people. How are you planning to use this fact to spike your revenue in 2020?
Between 2010 and 2020, the global eCommerce industry has undergone an incredible amount of change. People now shop on their phones, make purchases through social media, and get access to sellers across the globe. Digitization, seamless experiences, cross-border trade, digital wallets, multi-channel shopping- that’s the world we’re living in right now.
The eCommerce landscape is in a constant state of transformation. That’s why so many sellers seek market gurus, get Amazon consultancy, stress over product description writing, invest in expensive innovation, etc. Every business out there is involved in a never-ending contest for competitive advantage. For sellers and marketers, that leads to an urgent need for robust strategies that can help them cope.
This is very likely to be the situation in 2020. The question is- How prepared are you?
While many factors affect an Amazon seller’s performance, you must identify the right strategies in the proper context. Here’s a quick and brief guide to help you along.
But First, What A Seller Should Know about Online Shoppers in 2020
The first-ever electronic shopping transaction is said to be held in 1982. Nearly three and a half decades later, the eCommerce industry has witnessed a long chain of successes. By 2022, it’s expected to exceed $524 million in revenue in the USA alone. Globally, that figure could rise to $6.4 trillion in the same year.
No doubt, when it comes to this industry, growth seems to be the only constant.
That’s why it’s essential to understand the drivers of development. You must identify where the issues lie that keep dragging your revenue/reputation down. Is your Amazon product description writing skills the real problem? Or, do you need an entire content overhaul? Are your advertisements working? Are you looking at the right target demographic? Do you need an Amazon consultant?
Once you realize where you lack, you can improve. Additionally, once you get a precise idea of where the industry is headed, you can morph your strategies accordingly for positive outcomes.
Remember, Amazon has an adaptive tendency and an open-minded approach to digital transformations. It maintains a customer-centric approach while supporting innovations. It encourages its sellers to modify their selling and marketing approaches accordingly. And, it doesn’t shy away from making moves that might be considered outrageous.
Therefore, to succeed on Amazon, you need a similar mindset.
4 Tips for Your 2020 Amazon Marketing Strategy
1. Rank High in Search Results
We just discussed that nearly 54% of all product searches on the Internet now begin on Amazon, not on Google(see the infographic.) Add to it a few other facts-
- 70% of searchers don’t go beyond the first page of search results
- 35% of them click the first result
- The first three search results put together get nearly 64% of clicks
Now, think about it! If Amazon is the first place to look up products, and if the top 3 results get most clicks, isn’t that where you should be?
Needless to point out, search engine optimization is every seller’s best shot at converting visitors into buyers. SEO, when done right, can help you attract browsing shoppers by putting your listing higher on search results. It can help improve the click-through-rate for your product listings. Overall, it can give you more potential buyers.
Here’s how you can do SEO the right way!
- Search for relevant keywords
- Place keywords appropriately when writing Amazon product descriptions
- Use generic search terms and extra/too long keywords in the backend section
- Place the most significant keyword in the title
- Use high-quality photos for products
- Highlight the positive reviews
Also, when you get down to writing Amazon product descriptions, provide information that solves a customer’s possible doubts. Write original copies that satisfy a visitor’s doubts while explaining the most prominent advantages, benefits, and USPs of your products. Hire Amazon data entry consultants to ensure 100% accuracy in the details. Use bullets to highlight your biggest strengths.
Keep it short and concise. And, always optimize the content and product images for mobile.
Of course, this advice can be followed through and through if you are good at creative writing and have only a few products in your store. However, if either of those isn’t true, it’d be better to go for external Amazon product upload services. That way, you will be able to ensure accuracy, creativity, and efficient overall SEO management for your Amazon store.
2. External Marketing & Advertising
You must be aware of Amazon Advertising– a concept very similar to Google AdSense. It lets you advertise directly using the eCommerce platform. Your choices are display ads, headline ads, and sponsored ads. Views are free, and you only pay if a customer clicks on one of your ads.
However, it’s important to look beyond Amazon’s in-house PPC tool for advertising. Even if this platform is the only place where you’re selling your products, you can still utilize social media, newsletters, & emails for marketing.
- 130 million Instagram users click on shopping posts every month to know more
- 60% of buyers discover products online
- 54% of all online shoppers who use Messenger take part in shopping activities through it
- 54% of all social media users use this medium for researching products
Simply put, social media is a great medium to start conversations with prospective clients. You can use it to grow awareness about your brand, launch new products, and manage customers.
Also, use emails as a part of your external advertising strategy. Most Amazon consultants will suggest the same, and as a buyer, you can even experience how sellers utilize email.
It could be a thank-you-for-the-purchase message. It could be a request to review the product a few days after the purchase. Or, you can use email to share exciting news about new launches/upgrades. All in all, email can not only be used to convey valuable messages to the buyers but can also be used to increase customer loyalty.
3. Strive for the Amazon Buy Box
Every buyer, as soon as they land on a product they like, begins to look for the ‘Add to Cart’ or ‘Buy Now’ option.
Clearly, not having one on your product listing wouldn’t exactly bring in much benefit.
The Buy Box is a significant win for Amazon sellers. Very few buyers expand the list of sellers to see their offers, mostly because it’s generally believed that the featured price is the most reasonable. Plus, the Buy Box is only awarded to top-ranking sellers, so that’s an add-on to your reputation.
However, you have to be Buy Box eligible to reap the benefits of this particular Amazon feature. Plus, many variables affect who gets it and who doesn’t, so either sit down for some research or hire an Amazon consultant with Buy Box specialty. Until then, here’s what we think you should know about the Buy Box.
The decision to offer a Buy Box to a seller depends on-
- The seller’s experience and performance on Amazon
- Fulfillment method
- Shipping time
- Product availability
- Landed price
- The combined rating of negative feedback, service chargeback, and A-Z guarantee claims
- Percentage of late shipment and on-time delivery
- Sales volume
- Customer response time and feedback score
- Refund rate and cancellation rate
Keep in mind that there isn’t a set formula to get the Buy Box. These are factors that have proven to affect the decision in different cases. Manage these factors, and your likelihood of getting the Buy Box will go up.
4. Use FBA to Enhance Your Store’s Reach
73% of all Amazon sellers in the US use FBA(Fulfilment by Amazon.) In simple words, FBA takes care of all your shipping issues. You sell a product, and Amazon makes sure the product reaches the customer.
Amazon stores your products in its warehouses, picks up the ordered item, packs and ships it to the customer, and ensures doorstep delivery. FBA also handles refunds, replacements, and order tracking.
So, the benefits are quite straightforward-
- Support from Amazon logistics network
- Effortless shipping
- Secure processing of returns and refunds
- Discounted shipping rates
- 24/7 customer service management
- Quick delivery
It’d be remiss of us not to mention that FBA also increases a seller’s reach. It increases your chances of getting a Buy Box. It exposes your store to Prime members, opening the doors to bigger audience bands for you.
But, when using FBA, there is a need to be careful. It costs money. And, since amazon’s warehouses are present in several states with different sales tax laws, figuring that out could take time. Other than that, FBA is an opportunity- one that you should not be missing this year.
Quick Tips for The Year- What Do the Experts Say
Take a look at five wisdom nuggets from our Amazon consultants.
- Deliver consistent customer experiences
- Stay updated on Amazon’s ranking algorithm A9
- Avoid cliche promotional terms like “best” or “cheap” when writing Amazon product descriptions
- Use competitive pricing for your products
- Use descriptions to connect with the customers
Also, don’t forget to check for absolute accuracy when working with Amazon data entry & product upload. After so many efforts, the last thing you want is a wrong detail leading to a miffed customer.
Need More Help with Your Amazon Strategy?
Data4Amazon has been working with sellers for a long time. We help sellers with a wide range of tasks, including Amazon data entry, product upload, & Amazon product description writing. With a diverse team of experts, we help our clients understand what it takes to become a success on Amazon.
Work with us to grow the revenue and reputation for your eStore. To talk, send a line at firstname.lastname@example.org.