Great products don’t always achieve great success when it comes to selling on Amazon. According to an analysis conducted by Marketplace Pulse, only 22% of consumer searches on Amazon are branded. That means that 78% of consumers on Amazon are searching for products without having any particular seller in mind. This might sound like a great opportunity for lesser-known brands to be able to position their products for success and while that may be true there’s a lot more to that thinking process than most sellers consider.
Over a million new sellers joined Amazon in just the last year alone. That’s a lot of players all seeking to take advantage of those unbranded searches. Sure, statistics like Amazon’s daily shipment order tallying up 1.6 million packages a day, rounding out to around 66 orders per hour, may provide some comfort. But again, you have to keep in mind that 70% of those 1.6 million orders are purchased on the first page of Amazon’s search results. That’s a short window of opportunity to capitalize on, and even then that first page can be a competitive landscape to stand out on.
This is why it is optimization that defines a product’s success and not the product itself. You may have found the next gem of eCommerce selling but when it comes to Amazon, there’s a chance consumers will never even come across your product in their lifetime. Maybe all of this is redundant to you. Maybe you’ve already optimized your product and have set it loose into the wilds of the Amazon marketplace. But are you achieving your desired results?
The nuances that play into Amazon SEO are unlike any other platform and even when you think you’ve planned for all of them, Amazon will hit you with a curveball you didn’t even notice happening. There are many pitfalls that can leave your product low in the search rankings no matter how many weeks you’ve spent optimizing your product. Even getting high search rankings can still be meaningless if you haven’t optimized your listing for conversions.
This is not to dissuade you from conquering the challenge altogether--it is definitely a challenge that can be overcome. But to ensure you’re not wasting your time, we’ve compiled a mindful guide of how to make sure you’re properly executing on your optimization efforts so you can continue your journey to Amazon growth.
You may have heard of Amazon’s infamous A9 Algorithm. The A9 Algorithm is an entirely Amazon-specific search engine that works similarly to Google’s engine but has many nuances specific to Amazon’s platform. Most of these nuances aren’t very clear as there is no official guide or breakdown to how the algorithm functions. That doesn’t mean there aren’t proven methodologies and techniques for boosting your rankings within the algorithm.
When you index for relevant search terms you begin to maximize your opportunities for profits, reducing ACoS on PPC, increasing average sales orders, and helping your overall rankings with a higher sales conversion history.
If you’re struggling to find relevant terms you can try out some auto-targeting campaigns to see which terms your consumers are looking at. Take advantage of the data Amazon offers throughout your account and dig into insights of where you’re converting and where you’re losing sales. Even scoping out the competition can be a valuable starting point for your optimization efforts.
The honest truth is it will take time to really build out a high-value list of conversion bolstering keywords but once you do, you will see a major spike in profits. From title optimizations to PPC campaigns, the opportunities will just begin to stack. If you’re struggling to succeed with your previous tactics from other platforms then take the time to invest in Amazon research because it will pay off. If the time investment itself is a challenge then consider working with research tools or partnering with a team of experts who already understand how to get the ball rolling quickly on profit-driving keyword strategy.
Maybe you’ve put in the work, running the tests and finding your product showing up on that first page for a good chunk of the keywords you’re targeting. And yet your sales are still falling short of your desired goal. Well before you start thinking Amazon just isn’t made for your offerings, consider another necessary and usually overlooked aspect of optimization efforts. Have your listings been optimized for conversions?
It seems obvious enough. Who isn’t trying to push sales when it comes to product listings? Unfortunately, the nuances that play into Amazon conversion rates are a fickle and meticulous challenge to plan for. So sure, say you’ve done the leg work, your product is on that first page of its targeted search term, maybe it’s even right there at the top. You may even be getting high-volume clicks. Now ask yourself, how are you incentivizing the checkout process?
The first thing you need to review is the first thing consumers review: your imagery. It’s typically the deciding factor for why a shopper would even decide to click on your listing over the dozen other offers on the page. And once they do click what do you think they’re reviewing?
An eCommerce study discovered that the average customer only reads 20% of the copy on a product page but will browse through every image available. This defines your listing’s images as one of your biggest conversion drivers and lackluster graphics can mean lost opportunities for easy profits.
To first tackle this challenge, be sure you’re optimizing your listings with enhanced imagery. Incorporate research-based practices into your design process to ensure you’re not wasting room on undesired graphics. High-quality images signify high-quality products. Now consider the lineup of images on your product page. How are you highlighting relevant information that consumers won’t take the time to dig through your descriptions for? This can be as simple as using a lifestyle image to help shoppers visualize your product in their day-to-day routines.
You’re also going to want to consider implementing infographics or comparison charts to help the viewer quickly assess your product without going around to see what the competition is offering. All these methods are proven and easy solutions for capitalizing on your clicks without wasting time and catalyzing a purchase decision.
Keeping your images at outstanding quality will help you stand out among the crowd but if shoppers are taking the time to review a range of products you can pair your listings with other enhancements to stand out. Amazon offers a multitude of content features that allow you to personalize your offerings and further enhance their overall appeal.
Brand-specific style. Consumers love being able to connect with a brand and appreciate knowing they’re not just buying from some Joe Shmoe trying to dropship his recent TJ Maxx haul.
According to Amazon’s own data, listings paired with A+ content have been shown to convert 10% more than products without it. Properly utilizing this feature with proven design strategies is a great way to capitalize on those increased sales and really provides a payoff for all that SEO optimization.
There are a variety of features like this offered on Amazon’s platform including options that even let you build out your own brand store. Having the know-how of efficiently crafting these features and executing them will always garner you a competitive edge when it comes to conversion rates. At the end of the day keeping your conversion rates high is the name of the game as it’ll help boost your organic search rankings and keep you elevated at the top of your market.
The final puzzle piece to truly optimize your product for results comes down to the competition. If you thought simply optimizing your listing for high search rankings was the end goal then that may be where you’re losing momentum.
It’s probably clear by now but Amazon is one of the most competitive online marketplaces if not the most. If you’re not looking to optimize your catalog against the competition and continually staying on top of that task you may find Amazon success to be a more short-term goal. Even if you’ve prepared for competition in your industry before, when it comes to Amazon there are specific things you’re going to want to monitor.
It may seem daunting, considering the rising mass of sellers competing on Amazon, but narrow it down to the immediate threats. Who’s ranking up there on the search results with your product? Who are the best sellers and who could potentially draw away your consumer base? Pay attention to how they’re positioning their listings and what edges they hold over you.
If you want to know what is capturing the eye of your in-market shoppers then they will tell you, though perhaps not on your product pages. Dig into the customer reviews of competitor offers, understand which insights to pay attention to, and don’t waste your time on anything that holds no weight.
Maybe customers are really astounded by the Bluetooth capabilities of a certain device that you’re also selling. This may be something where you realize you can’t equip your product with such capabilities and have to accept the loss, but that’s not the case. What you can derive from this insight is that shoppers are looking for ease of use. Maybe your product doesn’t have Bluetooth but you can promote its simple one-button setup or a similar lifestyle element that makes it a joy to use. You have to be willing to do the research and dig into the results to find these optimization opportunities.
Bad reviews are just as important too. Discover what irritates consumers about your product type and use that to your advantage. Promote directly against these complaints to present consumers with a clear alternative to the inefficient options they’ve tried in the past.
Finally, inspect how the competition is structuring their listings. Where are they presenting the information, what information do they focus on, and what features are they using to accomplish this. You’ll probably find the top sellers running with a lot of the tactics we’ve presented to you above. This doesn’t have to be a negative, in fact, it can help you get going in the right direction. Sometimes the best place to start is just taking what your competitors are doing and implementing it with your own catalog.
Of course, this won’t guarantee you stand out in any manner but at least it means you won’t fall behind. Once you’ve got everything running you can then optimize from there, inserting the elements that’ll truly help your product stand out. Or, you can partner with the experts who already understand how to optimize your listing to be a one-of-a-kind top seller.
If you’ve made it this far you’re fully aware of the kind of time investment it takes to conquer Amazon optimization. Sometimes these time investments can be a blocker of growth for booming businesses because it takes time away from focusing on your bigger picture goals. But if you know you have a product that sells then investing in Amazon is a world of profits you can’t afford to ignore. Fortunately, there is a way to fast-track your way to these desired results and it doesn’t involve automation tools or one-size-fits-all consultant firms.
At Nectar we recognize the growing importance of establishing Amazon success and we’ve experienced firsthand what it takes to get there. Our strategies and methodologies have already been worked out to maximize profits and increase growth no matter what stage your Amazon brand is at. We do more than just offer consulting guidance or advice. We dig into the dirty work and do the heavy lifting needed to help your Amazon business rise to the top.
Whether you’re just looking for help on your optimization efforts or in need of an entire Amazon enhancement, we’re ready at every level to help. Reach out below if you have any questions or are looking to meet with a team of experts.
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