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Author Archives: Prabhat S

Marketplace advertising platform can deliver you sales growth is the largest online shopping retailer in the Netherlands and Belgium. With over 55% of the population shopping at, the platform reaches a wide range of consumers, taking advantage of fast and free deliveries.

Advertising offers advertising services that allow sellers to increase their product awareness. Currently, 25% of the sellers are using advertising. So, here is a huge opportunity to grow sales on the platform through advertising. advertising allows three key targets:

  • Search result pages 
  • Category pages 
  • Product pages

Advertisers can choose products, budget per day, campaign duration, ACoS target, keywords ( automatic or manual ), CPC (by product or keywords) and advertising location ( Netherlands or Belgium). There is flexibility and is comparable to Amazon advertising.  

We’ve been working with one of our existing Amazon advertising clients to help them increase sales via advertising on The results are all positive:

  • 5 x times increase in total sales
  • 5% Ads conversion rate with 10% Advertising Cost of Sales
  • 71% of the total sales from the Netherlands and 29% from Belgium
  • 40% of the sales via advertising

If you are looking for some sales growth on, we’d be happy to book a call and discuss more. 

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Amazon Events

AmafestUK 2020 – Learn about Amazon DSP, Succeeding as a Brand on Amazon, Amazon Data into Sales

Brought to you by Online Seller UK, #AmafestUK is a one-day conference for Amazon Seller Central and Vendor Central users looking to learn, network and grow their businesses. 

When: 8th October  March 2020

Time: 9:30 – 17:00

Where: UKFast Campus, Birley Fields, Manchester, M15 5QJ

Come and join hundreds of industry experts, sellers and peers at this jam-packed one-day event ideal for brands, retailers and distributors, as well as those who are interested in getting started on the platform. You will hear from 10 industry experts and get the chance to share stories and network with other sellers.

With 10 expert talks, we are confident that you will learn something new. Below are 3 of the experts’ talks taking place on the day:

Matt Anderson,

Accurately Targeting Your Consumer on Mass Using DSP

Now DSP is also available to Sellers as well as Vendors, Matt will be sharing insight into working with brands on DSP. Find out how Display Advertising can leverage the wealth of consumer data on Amazon to re-engage shoppers who researched your brand, reach potential customers likely to buy your products and tailor creative targeted to your consumer brand personas.


Duncan Barraclough,

The Why and How of a Brand Succeeding on Amazon

Duncan will be discussing how brands can do better on Amazon, why a brand should feature on Amazon and the role it plays in the overall Marketing mix for a brand online. Covering what brands often miss when selling on Amazon, do’s and don’ts, why ethics and integrity remain fundamental and how Amazon can be an important channel for any brand’s equity.


Chris Molzi,


Turning Amazon Data into Sales

Amazon provides huge amounts of data to Vendors and Sellers, but not always in the most convenient ways. Chris is going to talk about ways that you can harness the data that Amazon provides and turn it into actions that help drive sales on the platform. There are many tools and software solutions that can handle the heavy lifting, but Chris will discuss simple Excel formulas that anyone can use.


The conference is taking place at The UKFast Campus, which is in close proximity to the city centre. There are limited free tickets left. Once they’re gone, tickets will be £50.00 + VAT, including refreshments and lunch.

To find out more, and to secure your tickets head over to

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#BrightonSEO 2020 – Amazon SEO and Marketing Training

Prabhat Shah - Amazon SEO and Marketing Training UK

Amazon has quickly become the go-to place for online shoppers over the last few years, and to back this I have met hundreds of Amazon Sellers who claim their Amazon sales have taken over other marketplaces, significantly.

Amazon’s growth across Europe comes from an increasing product range, customer loyalty and trust, quick delivery and an easy returns system. One report suggests that 47% of consumers in Germany frequently shop with Amazon frequently, 30% of consumers in Italy and 22% of UK consumers considered themselves to be loyal Amazon shoppers. 

Consumer loyalty is the key to Amazon’s success and Amazon Prime is the main driving force. Research suggests that more than half of internet users in Italy, Germany and the UK have a Prime account. 

With all of this in mind, it is clearly important for any online seller to be selling on Amazon. However, it can be difficult to build your presence, if you’re new, on Amazon, as well as increase your presence if you’ve been selling for a while but struggling to grow. It is vital to know exactly how to use the channel, and learn the full aspect of Amazon. This is why we have developed the successful Amazon SEO and Marketing course at BrightonSEO. We have been doing this many few years and our course content is up to date with Amazon changes.  

Find out more and register online >> 


In the past, we had a mix of agencies and brands and it is an interesting day packed with strategies to build your Amazon business. Understanding Amazon SEO and its marketing capabilities are a part of the day alongside operational knowledge of Amazon. We will explore both Amazon Seller Central and Amazon Vendor Central during the day. 

Who has attended?

BrightonSEO AmazonSEO Training

Also, just to say thanks for a fantastic training session last Thursday. You broke down all elements of Amazon SEO so well that it was really digestible, easy to understand and most importantly, actionable. I feel much clearer now on how to approach Amazon SEO and look forward to getting my teeth into a few campaigns. I’ll happily recommend you as a trainer and consultant to anyone needing these services!

Petar Jovetic, Head of SEO, Impression

Alongside our core content, during the day we talk through some common challenges shared:

  • Product reviews best practices and tools
  • Creating a progressive advertising plan
  • Some of the best Amazon tools 
  • Enhanced content, A+ best practices
  • How to improve rankings?
  • Dealing with Multiple languages & SEO
  • How to deal with support to get a quicker resolution
  • How to ensure listings are compatible for Alexa
  • Optimising PPC for a low ACoS  
  • Product listing best practices 
  • Moving between vendor and FBA, potential pros and cons
  • Getting focus for an investment: advertising, deals or vine reviews  

This training session is delivered in a small group creating a comfortable environment for you to ask any questions. At the end of the day, we will be working on your Amazon growth plan which you can build on when you are back to your work.  

Our next session is in April 2020 and get your ticket here >>

#BrightonSEO 2020 - Amazon SEO and Marketing Training

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Webinar: Taking Amazon Advertising to the Next Level

Webinar: Taking Amazon Advertising to the Next Level

Amazon is a great platform to help small companies that no one has heard of, and create a space for them to compete with more established brands. This is why many SMEs choose Amazon as their go-to place to start launching their products. At the same time, established brands also see the power of Amazon and have started to create more of a presence via Amazon’s Vendor program.

Whatever stage you are at with Amazon, advertising plays a very significant role in generating brand awareness and initial/additional sales.

So, once you have started with advertising, and you’ve seen some sales, how do you take your campaigns to the next level? In this webinar, we will discuss:

  • Optimising your keywords,
  • Optimising your ACOS,
  • Structuring your campaigns for success,
  • Organising your campaigns into portfolios,
  • Getting the best out of Sponsored Brand Ads (SBAs) and Sponsored Display Ads (SDAs), and much more.

Register for this webinar >>



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Amazon Amazon Strategies

#BrightonSEO talk: Amazon Advertising Campaigns without Targeting Any Keywords

So, it was another exciting #BrightonSEO with 4,000 digital marketers all in one place! I have been attending this conference for the last 4 years or so and every time I learn something new. I can understand a lot of blood and sweat must have gone into organising a conference of this size, so hats off to all the #BrightonSEO team, I have felt welcome every time.    

If you have never attended BrightonSEO before, you can get super early bird ticket here for the April 2020 conference 




I had the privilege of presenting this year with wonderful friends, Danny and Katherine, on the topic “Amazon  Advertising without Keywords”. Having extensive experience working with Amazon Advertising over the past few years, Amazon’s Advertising without keywords has certainly been an interesting one. It has enabled me, as an advertiser and agency, to target competing products and complementary products to increase my market share, while helping me to defend myself by targeting my own products. When I  was a little stuck with Amazon Germany Keyword ads it helped me to generate incremental sales.  

Check out these slides below to see how it works and if you have any questions please feel free to get in touch. 


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Amazon Amazon Training

Amazon Vendor Central: Costs & Challenges

Recently, news about Amazon pushing Vendors towards Seller Central took many by surprise; but there are a few sellers that are already working with both Vendor and Seller Central. Rather than expanding on speculation, it is the right time to re-think whether to continue with Vendor only or use a hybrid strategy for your business. 

One of the important factors to consider when deciding is the fee structure. A Vendor sells at a wholesale price and there are additional fees with Vendor agreements which include: 

  • MDF/COOP Terms: 10.0% of Net Receipts (i.e. total Receipts fewer returns and taxes) based on Cost Price.  COOP Fees are charged as a way to get back some of their operating costs. Most vendors are required to pay the Market Development Fund (MDF). Usually, there is no clear explanation of how these marketing costs are handled. 
  • 2% Damage Allowance – Allowance applicable instead of returning damaged goods to the vendor
  • 1.0% Markdown – This is related to a claim for reducing the price 
  • Chargebacks include mislabeling, improper packing, late arrival, late PO acceptance etc. There is a lot of evidence of incorrect fees charged by Amazon and they need to be contested with Amazon, which can be a time-consuming process.

By comparison, the main Seller Central fees include:

  • Referral fee – charged as a percentage of the retail price, or at least the price paid by a customer less any discounts. The percentage depends on the category (15% for most categories).
  • Fulfilled By Amazon (FBA) – includes pick and pack fee, and monthly storage fee, depending on product size and weight. Full details >>

Getting the figures correct is often difficult, and more often than not sellers may not actually know if they’re making money. We tend to see the money coming in at the time and forget about fees. 

Recently, we spoke with many Vendor sellers who raised lots of serious questions, which you can find below with our answers.

Some of the common issues raised by Vendors in our contacts were: 

#1 Moving between Vendor and FBA – potential pros and cons?


a/ Increased profit – you sell at retail price

b/ Price control – you can sell at a price of your choice 

c/ Inventory control – send stock in a small number 

d/ Faster payment of 15 days

e/ Don’t have to wait for Amazon to generate PO during product launch

f/ Reduced time wastage in dealing with chargebacks


a/ Sales volume is less as is it B2C

b/ Support team required to communicate with customers

#2 Amazon Vendor direct fulfilment – how to get this to work smoothly

It is a lot of work to process orders one by one via the Vendor Central platform, so the best way to solve this is to take advantage of an EDI (Electronic Data Interchange) integrator that allows sellers to process orders in bulk, print shipping labels in bulk etc. If you use a system like Logicbroker they can connect with your ship station to enable easy processing of orders.

Other solution providers are:

#3 Amazon Vendor – Is it possible to limit the number of fulfilment centres serviced to reduce costs? (Amazon support understandably say no)



#4 Seller Support is rubbish they often get back to you with queries you always have to answer amazon messages promptly. Also, we haven’t done Vendor Central as our carrier was cancelled – lost sales!

Amazon Vendor has a different level of support system in place. Most of the Vendors don’t have Amazon’s direct support and is usually managed via their case log system. If you prefer to have a direct email contact you’d have to pay an annual fee which is generally affordable for high sellers only.

#5. Amazon Vendor – Frustration-free packaging – Does it really HAVE to be certified if we know it meets requirements?

Certification is part of the process. Please find out more about the process and certification here. 


#6. 3P vendors adding poor content and the lack of support from Amazon to remove or update

This is a very common issue we see every day. The best way to work around these issues is to register your brand with Amazon and ask Amazon to gate your brand so if anyone tries to list your product they would need approval. 

Another way to proactively check changes is via the tool which alerts you when there are content changes. Once we have a list it makes it a bit easier to contact support systematically. 

You may have realised by now Amazon is a complex platform and brands need to understand the full ecosystem of Amazon to get the best out of it. Our vendor session gives you an overall understanding of managing the account and its advertising opportunities. It is a practical session, allowing members of your team to create a clear Amazon Growth Plan. 

Find out more about this training session available to Amazon Vendors based in midlands and throughout the UK. 



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Amazon SEO checklist for marketers

Amazon isn’t just a shopping platform, but a search engine also for product research, with 56% of shoppers starting their shopping journey on Amazon. This makes it important to ensure your product listings are well optimised on Amazon.

This is where Amazon SEO and listing optimisation helps.

Just simply uploading content isn’t going to get you far. Amazon is just like Google, content needs to be optimised. The Amazon SEO and listing optimisation process involves a step by step method to create highly engaging, keyword-focused content. 

Check out the checklist below to ensure you have completed all steps to having fully optimised content:

Use this checklist to edit your content:   

  • Create content for the consumer rather than a search engine. Invest time on how the product would benefit the buyer and any USPs.
  • Follow the strict Amazon Style Guidelines, if Amazon enforces these you want to ensure you won’t get penalised.
  • Product titles: Include information about the product, USPs, whilst including SEO keywords – Stay within Amazon’s recommended limits.
  • Bullet Points: stay within Amazon’s limits and include features that help customers make that purchase decision almost instantly.
  • Product Description: elaborate more on the key product features, and make it more of a story, talk about the brand too. This is an additional opportunity for your keywords to rank. Use simple HTML code to separate paragraph, bold or bullet point. A free HTML tool will be handy here.
  • More Detail Information: Fill in as much relevant information as possible – features, materials, audience. These are all indexed!
  • Main Image: Images need to be 1000x1000px with a white background for the main image. The main image should be of the product only and no models, except for clothing. Use a free tool to remove the background.
  • Additional images: Use the text on images to explain more about the product as on this example. This helps mobile customers make a purchase decision without scrolling through the content.  Include lifestyle images. 
  • A+ pages / Enhanced Content: This is available for registered brands with a Seller Central or Vendor Central account. Text here is not currently indexed but has been found to improve conversion rate. Check out different A+ modules here.
  • Keywords: 250 bytes are allowed here, use this space to add additional keywords which are not present in any other part of the content.
  • For English 1 byte = 1 character but non-English characters (ä, ü, ö, é, etc) = 2 or more bytes.  Amazon does not allow more than 250 bytes anyway so you’d automatically avoid adding more than the limits allowed.  Check out this byte calculator tool.
  • Avoid repetition: No need to repeat words, e.g. ‘table for dining room kitchen’ instead of ‘table for the dining room table for a kitchen’
  • Include only singular or plural.
  • Compound words are  automatically indexed ie. flipchart vs flip chart; hi-waist vs hi waist

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Amazon Amazon Strategies

New to Brand Metrics – What does this tell us about our new customers?

New to Brand metrics are available for both Seller Central and Vendor Central users. New to Brand data tells us information about the amount of new customers advertising is converting.

It is an interesting metric for all brands and we will talk in detail about these metrics below.  

What is it?

NTB metrics tell us if Amazon is an acquisition channel.  These metrics show us how many customers are new to our brands on Amazon.

Below are NTB metrics: 

  • Percentage of orders NTB—The percentage of total orders that are new-to-brand orders.
  • Percentage of sales NTB—The percentage of total sales (in local currency) that are new-to-brand sales.
  • NTB orders—The number of first-time orders for products within the brand over a one-year lookback window.
  • NTB sales—the total sales (in local currency) of new-to-brand orders.

NTB is calculated based on the last 12 months of a shopper’s purchase history. The orders are NTB if they have not bought within 12 months from their first purchase. 

Where are they?

1.  Once you are in campaign manager, go to customise columns as shown below:

2. Just type in NTB to see all metrics and select them to display:

3. You will see NTB metrics now 

Strategy A – increase your NTB  

  • To get more sales, consider targeting high volume search terms for your ads. 
  • Bid high enough to get placement 

When implementing the above, your cost of conversion is likely to be higher but, as we are expecting these customers to come back and make additional purchases, it is worth the investment.

As seen in the example below, your NTB typically ranges from 80% or more, which just goes to show how most of your sales are coming from new customers.

 Strategy B – leverage your brand awareness

With this strategy, we would target branded keywords. 

It is also a defensive campaign, to ensure your competitors do not appear at the top of search results for your brand name.

Below is a typical example where a competing product is bidding for our brand “symprove” via Sponsored Brand Campaigns. Of course, we want to avoid this the best we can to avoid losing sales to competitors.

Additionally, Sponsored Brand Campaigns are known to appear in google text ads too, so it is in our best interest to bid for our own brand terms. 


Branded campaigns also have a lower ACoS and higher conversion rate, and you will find your NTB ranges between 30 – 80%.

So, both of these strategies can help boost your sales 

  • Acquisition of new customers
  • Acquisition brand loyal customers

You can also take a third strategy by targeting competing product brand names where ACoS may be higher but you are getting additional new customers.

Most of the latest developments with Amazon is new and exciting compared to Google. As a brand, it is important to know which products are regularly bought by repeat buyers and by new buyers. You can then focus more on getting new customers on a regular basis with a set budget. 

Questions? Please book a call and we can discuss more. 

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Amazon Events

Amazon Seller Conference in Manchester, 17th October 2019


After a successful conference in May, Online Seller UK has organised another #AmafestUK in Manchester. It is a full day conference for Amazon Seller Central and Vendor Central Users. 

When: 17th October 2019 

Time: 0930 – 1700 

Where: UKFast Campus, Birley Fields, Manchester, M15 5QJ

Whether you’re trading on Amazon already or not, this event is right for you.  You will learn from world-class Amazon experts and meet new suppliers within the industry. 

Previously this conference was attended by over 200 sellers, and the feedback was great. In October, there will be 15+ speakers with practical and insightful talks on how to grow your Amazon Seller Central and Vendor Central sales. Check out the full speaker line up here >>

There are limited free tickets left and once they are gone, tickets will be £50.00 + VAT.

Grab your ticket here >>

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Amazon Shipping Settings Changes


For a long time, Amazon has only given sellers the option for the same shipping charges to all parts of the UK. This was particularly painful for businesses selling heavy items, for example, furniture including sofas. As a result of this, sellers have in the past cancelled orders which resulted in negative penalty points from Amazon for order cancellation, or they take the hit by paying hefty shipping charges. For example, a customer in Northern Ireland would be getting free delivery and the seller had to take on the shipping charge of £35.00.

Amazon now has a solution for this!

DPD Tariffs

The good news! 

The good news! Amazon listened to the problems and you can now update the template to change shipping prices as needed. This applies to FBM listings only and FBA will continue to provide free delivery throughout the UK.  

Which regions are included in this change?

The shipping charges can be changed to the addresses in Inverness (incl. Scottish Highlands) and offshore locations Shetland Islands, Outer Hebrides, Kirkwall, Northern Ireland, Channel Islands and Isle of Man. 

However, you cannot exclude shipping to any location and charges must be the same for all addresses within England, Wales and Scotland (excluding the regions detailed above). 

How can I update my shipping template?

Simply make changes via Seller Central via Settings > Shipping Settings.

In the past, it has been common practice to:   

  • Cancel orders to certain regions to avoid extortionate shipping charges
  • Include shipping information in bullet points either barring the delivery or asking for an additional cost as seen below. 


Here’s one example of a new shipping template

Check out the example below to see how this works. You can also find out more following the official Amazon  guide >>

Although we now have the option to add additional costs, it is still best to keep shipping free where possible, as one Retail study suggests that 9 out of 10 consumers say free shipping is the number one incentive to shop online more.


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