Amazon

Amazon PPC Consultant

Over the last decade, Amazon has grown massively. When I was first managing an account for a company 10 years ago, we were seriously debating whether it was the right move for us to sell on Amazon… Recent reports show that now about 52% of products sold on Amazon is via third-party sellers. This just goes to show how much potential Amazon has for you.

Based on our clients, we have found that Amazon now contributes to roughly 60% of their online sales – which is a huge chunk! This makes it no surprise that more and more sellers are joining Amazon, and the competition is growing. That being said, just because Amazon is a crowded marketplace, it does not mean you don’t have the chance to win if you do it right.

As experienced Amazon Consultants, when we work with brands and retailers, our initial focus is on Amazon SEO. We optimise listings as a priority, reviewing title, search terms, bullet points, images and descriptions. Our concept is simple if your product detail page is not correct or optimised you will either pay a lot for advertising or you will rank poorly organically.

Once your product page is optimised, the next step is to invest in Amazon PPC. It is not an option to ignore paid advertising any more, with a large number of sellers now on Amazon. Plus, it helps to gain your initial sales, reviews and brand awareness, which may take longer if you do not utilise PPC.

To manage Amazon PPC, a process driven approach is the right way to go forward. We follow our 5-step rule for any accounts we work with and this has proven to be successful. With most accounts, we work towards an ACoS of 10% down to as little as 5%.

Looking to grow your Amazon Sales, get in touch with Amazon PPC Consultant >>

 

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Amazon

Factors that influence product discoverability & how to optimise for Amazon SEO effectively

 

Do you often find yourself asking “why aren’t my customers finding my products?” or “why are my sales down?” There could be many factors affecting your product discoverability and ranking. Are your product pages fully optimised? Are you shipping stock on time? Do you sell via FBA? If you answer ‘no’ to all of these questions, then you already have three factors that could be affecting discoverability and rankings.

Of course, these are not the only factors that can influence it. Below we will discuss three of the main factors, and how to optimise for Amazon SEO for optimum results.

Factors that influence product discoverability

  1. Selling via FBA

Products sold via Amazon FBA are eligible for free delivery and Prime, which of course, is favoured by Amazon. Prime is a successful loyalty tool with 3.8 million members in the UK and 90 million in the US.

Customers trust Prime because of the next day delivery, free returns and customer service, thus why Amazon favours products with Prime available. Plus, products become automatically eligible for Alexa.

Moreover, FBA gives you a competitive advantage to win the Buy Box, which in turn will improve product rankings.

Did you know, 58% of US Amazon sellers use Amazon’s fulfilment service, and roughly 40% of European sellers use it too.

  1. Shipping stock on time

Unsurprisingly, ensuring you ship stock on time can influence product discoverability. It is a good idea to have at least 4 weeks’ worth of inventory available at any given time.

Of course, if you’re using FBA then shipping stock on time is not an issue as it is all picked, packed and shipped by Amazon. However, one thing to bear in mind when sending the stock to FBA is that overstocking can result in storage fees. These fees start after your stock is 6+ months old.

  1. Product reviews

Product reviews can massively influence product discoverability, this is because customers are more likely to trust the product with more positive reviews. If your product has many negative reviews and your sales drop, so will your sales rank, which will cause your product to drop and drop and drop further down in ranking.

It is common practice to proactively check reviews and have a process in place to deal with negative ones, as well as encouraging customers to write reviews. Follow up emails are widely used and can be automated via third-party tools like XSellco.

Ways you could improve product reviews:

  • Sell as a loss leader for a limited period. This should accelerate sales, which in turn should generate reviews.
  • Use advertising to boost rankings and product discoverability.
  • In the US, there is the ‘Amazon Early Review Program’. Sellers pay a $60 fee for each SKU to be enrolled in the program, and this is only chargeable once an SKU gains a review. Reviewers receive a small reward after submitting their review.
  • Finally, there is the Amazon Vine Programme which is available to Vendors.

 

Optimising for Amazon SEO

  1. Price

Having a lower price has been found to have a direct impact on where a product ranks in SERPs. Whether you’re offering a lower price than competitors, or you’re running a promotion e.g. lightning deal, best deal or voucher, the lower the price the more likely you are to rank higher and win the Buy Box.

When listing a product, we always recommend completing a price comparison.

  1. Paid Ads

There are three types of advertising available on Amazon: Sponsored Product Ads, Headline Search and Product Display.

Sponsored Product ads appear at the top, bottom and on the right-hand side of search and on product detail pages.

Headline Search ads appear at the top of search results, and Product Display ads appear on product detail pages.

Running paid ads is a great way to get your products in front of customers and to improve sales. As sales improve so will your sales rank, which in turn will improve the ranking of your product on the search results page.

Paid ads are available for both Seller Central and Vendor Central users.

  1. Product Titles

Each word in the title is searchable on its own, therefore including relevant keywords in your title will drive relevant traffic to your products and result in a sale (if the rest of your product page is optimised too!)

There are many useful keyword research tools available including Google Keyword Planner, and Sonar Tool.

  1. Key Features

You have 5 bullet points available with a maximum character limit of 500 (although this can differ based on category).

Utilise these bullet points to hone in on the key features and unique selling points of your product, whilst including relevant keywords.

  1. Product Descriptions

Product descriptions are indexed so again keywords are essential.

There is a maximum character limit of 2000. Use this wisely. Provide customers with all the information they need to make a confident purchase decision right there and then.

  1. Search Terms

These can be found in the backend. Search terms are a great place to add keywords you couldn’t quite fit into the title or description. A few things to consider when choosing keywords:

  • Do not use competing brand names, Amazon will penalise for this,
  • Include words that don’t appear in your content or title,
  • Use common abbreviations customers may use e.g. for Lord of the Rings, customers may search for LOTR,
  • There is no need to use commas or semicolons to separate terms.

Finally,

  1. Parent-Child Relationships

Have a product with 5 different colour variations? List them all together under the same parent ASIN, and the variants as child ASINs.

Amazon prefers products to be listed together where they have variants e.g. colour or size, as it is helpful to customers. A customer may not be looking for a particular colour, so if your parent ASIN appears in search results and they click on it, they will then be able to view all of your colours and make a choice from there.

Parent-Child relationships are also a great way to build product reviews. If one colour variation gets a review, this is applied to all variations and the parent ASIN.

To recap…

  • There is no secret to success. Ensure all aspects of your listing optimisation is complete.
  • Don’t forget about paid ads, they dominate SERPs!
  • Trial FBA, even if it doesn’t end up working for you, it is worth a try!
  • Invest time in getting positive reviews.
  • Experiment! What works for one seller may not work for another. Test, test, test!

To get an in-depth check out our specialist Amazon Training Course.

 

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eBay Strategies

Premium eBay Listing Template Design

eBay listing guidelines have changed significantly over the last few years. We have already gone through active content changes and we have been working closely with UK eBay sellers to implement changes, making listings compatible with eBay rules. A few months ago, we were approached, by a Northampton based manufacturer, to update their eBay listing design. Our key role involved redesigning and creating a listing template tool.

Our Process

Our eBay design specialist reviewed the current design and gathered information about what they would like in their eBay listing. Once all the information is gathered we went through a design process and developed some drafts for approval. Following this, we created a bespoke eBay store design and listing. All our eBay stores have a bespoke design to suit your brand identity.

Read the full post

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Amazon

Speak your customer’s language: Amazon Product Listing Translation

Amazon Product Translation

The demand for translation services keeps growing every year. Even small and medium-sized companies can now compete in international markets, and they know that they need to speak their customers’ language to reach them effectively.

Why do you need to translate your website or printed materials if your customers can speak English? You may want to know that more than 70% of people prefer to buy products in their native language when making an online purchase.

You may have heard about Google Translate, Machine Translation or Neural Machine Translation and their capability to solve our translation needs. However, the current reality is that machine translation has its limitations, and we still find amusing translation mistakes every day.

We were recently approached by a client who had his content translated by a popular translation service business in the e-commerce industry, and we helped him to improve the quality of his content.

Read full case study >>

 

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Events

London Online Seller Conference, 6th June,2018

Take your business to new heights – a one-day conference from Online Seller UK and GS1 UK

As someone who’s already selling online, you’ll be thinking about the next steps to scale up and increase your sales. Join us for a one-day conference to hear from a range of industry experts, to help take your business to the next level.

You will learn:

  • Building your brand audience online – e-commerce experts give you the know-how on using online tools to build your brand
  • Scaling your business using more online channels – managing multi-channels and getting to grips with your logistics
  • Getting the most from online marketplaces – how to optimise your website and learn the rules for success with the big marketplaces
  • Grow your business internationally – get your exporting plan off the ground and learn how to best manage international payments

Confirmed Speakers include:

  • Murray Lambell, VP of UK trading, eBay
  • Anand Vora, Google
  • Alex Podopryhora, M2ePro
  • Emma Jones, founder of Enterprise Nation
  • The Department of International Trade

When?
Wednesday 6 June 2018 9.30 a.m. – 4.30 p.m. plus post-event drinks

Where?
Foyles Bookstore, 107 Charing Cross Road, London, WC2H 0DT

How much? Tickets are £49 inc VAT as a promotional offer. Use promotional code GS1UKSME49. 

Get your ticket today >>

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Amazon

Amazon Enhanced Brand Content (EBC)

 

Enhanced Brand Content (EBC) page allows brand owners to enhance their listing with additional content and images in their product description. EBC is aimed to increase conversion and enhance brand on Amazon.

Amazon has simplified this process with a set of templates with set content space and images sizes. Currently, there are 5 templates to choose so you can find one that fits your needs perfectly.  This is available free of charge to all brand registered account holders.

WE FEEL THAT THIS IS THE NEXT STEP FOR AMAZON TO ENHANCE NEW BRANDS AND BUILD TRUST

We have recently completed enhanced brand content for one of our clients. The brand content on their Amazon page was aimed to

  • Raise brand awareness aiming for organic brand search
  • Give prospects detailed information about the product and FAQs
  • Clear product usage guidance

 Visit live: https://www.amazon.co.uk/dp/B01MQI0LMT

Over a course of few months, we saw some increase in order item session % which is calculated by dividing the total order items by the number of distinct session counts for the selected time period.

Read Full Case Study 

So, it makes perfect sense to create EBC as it enhances your brand and increases conversion. We have seen an increase in competition and sellers are doing everything they can to protect and enhance their brands. Taking time to invest in your brand is a good way to deter potential competition.  

If you would like to learn more about EBC packages please get in touch and we’ll get back to you with design options and pricing.

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Amazon

Semrush Webinar: Amazon SEO

 

About 56% of US, UK, German and French shoppers use Amazon as a starting point for shopping online.

Consumers now have more choices than ever to look for various products, but for sellers, it is getting increasingly difficult to get found. This is where Amazon SEO plays a huge role.

Amazon SEO starts with creating a keyword rich copy and gaining product reviews. In this session, we will discuss a few significant points that you will help you rank better in Amazon Search Result.

Register here >>

 

 

 

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Events

Manchester Online Seller Conference – 2018

E-commerce is changing regularly and to help online sellers keep up with this change and learn from the experts our sister organisation, Online Seller UK,  has organised Manchester Online Seller Conference on 4th May 2018.  The event will take place close to the City Centre and refreshments will be provided too.

Online sellers can register free and we hope you can make it.

It is a full day conference that has been running for the past two years. The event will have 20 minutes presentation with 12 expert speakers. We have talks on SEO, PR, Google Shopping, Cross-BorderExpansion, Marketplaces, Fulfilment and more.

The conference is useful for anyone selling on website or marketplaces like eBay and Amazon. If you are just starting out, this will fit you perfectly too. So, don’t miss out.

Get your ticket here >

 

 

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Events

Register for webinar featuring guest speakers from eBay.

 

M2E Pro has organised two webinars this month to help you grow your eBay sales. Along with presenters from eBay, there will be insight on how M2E Pro can accelerate your eBay and Amazon growth.

Register here >> 

eBay UK webinar 1 – 12th of April – “Some tips and some advice from eBay (UK) on how to get the most of “Promote Your Listings” advertising service”

eBay UK webinar 2 – 19th of April – “Hear from eBay UK about marketing your brand, eBay store and/or listings on eBay with Sponsored Commerce”

 

 

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