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Category : Amazon Strategies

Amazon Amazon Strategies

Amazon Product Launch Process: Getting Started Selling Your Products on Amazon

Amazon product launch is an essential step for both seller central users and vendor central users. The process creates fantastic product awareness and generates new sales in just 4-6 weeks!  

We’ve been successfully using our formula to improve our rankings for years – take a look at just one of our successful products here –

In this post, we’re going to share with you our secrets to success. We’re going to explain exactly the steps we take to successfully launch products on Amazon – so that you can too!  

Step 1. Content

It’s no secret that good content increases product visibility, so it should come as no surprise that you need to invest time to get this right. The best part though is that you don’t have to be an expert content writer to achieve excellent content. 

Product title

The first thing your customer will see is the product title in their search results, along with your image and the product price. If the product title is relevant to what the customer was searching for, the customer clicks through, and the buying process begins. 

Keep the title relevant, and include the relevant keywords that will help your listing be found – but we don’t mean stuff the title with keywords! The trick is finding what is relevant which may sound complicated but can be really simple. 

So, how to find keywords that are relevant to your product.

1 //Use keywords tools like ‘Helium 10’ to find relevant search queries, as demonstrated in the image below. 

2// Using the reverse ASIN (Amazon Standard Identification Number) search in Helium 10, search for the relevant ASIN on Helium 10, and you will get the correct keyword results, as shown in the screenshot below. 

With these simple steps, you will have a list of highly targeted and relevant search queries, along with each keyword’s monthly traffic. This will help you to prioritise the keywords that are most often searched for. 

If you have lots of relevant keywords and don’t want to use them all in your title, you can use others on your content page. Use them in subtitles, bullet points, descriptions, and back-end search terms. 

Product images

Good product images highly improve your chances of getting clicks through to your content pages. Invest in professional photography to get the best images of your products. We recommend FreelancerClub as an excellent resource for finding highly skilled photographers.

Amazon product photos should include images that display the product at different angles, lifestyle images (images that show the product in use) and infographics that give key information about the product. Take a look at this example product. All of the photos need to be good quality, and high resolution; at least 1000 x 1000 pixels. 

Key features

The key features of your product are the best way to give your customers an immediate idea of whether your product is the one they’re looking for, and also highlight all the benefits of purchasing your product over competitors. Most of the time, your customers will know what they are looking for, so having the relevant information in your key features section will help them to make that decision faster. 

Your key features sit in the upper fold of the Amazon page and should include everything necessary to inform your buyer of what they’re purchasing. In key features, you want to keep the information you provide clear, concise and to the point. Consider things like product USPs, best use cases of the products, product size and other statistics, as demonstrated on the screenshot below. Additionally, include the keywords from your research list as your key features get indexed too. 

Videos

If you really want to give your product a competitive edge, including a short video demonstrating how your product looks, works or can be used is a brilliant way to make your brand stand out. 

Videos are limited to brand registered accounts, so get your trademark registered if you haven’t done so already. 

You can show products in 360 degrees, demonstrate the different uses for your product, explain features and benefits and much more. The only limit is your imagination.

A+ content

When you’ve got your brand registered, you then become eligible to use Amazon A+ Pages. A+ content is available to all brand registered accounts, so it’s definitely worth getting your trademark registered. 

A+ content appears at the second fold of the Amazon page and is really useful for helping to bring your product to life and provide a bit more of a story for your brand. 

The design of an A+ page is based on 15 set modules which provide a mixture of additional images and information. An essential module to include is a comparison chart which gives you the opportunity to demonstrate the features of your product as well as upsell and cross-sell your other products. 

Check out some examples here.

Backend keywords

Your backend keywords aren’t displayed to your customers but they are indexed by Amazon. They give an additional opportunity to ensure your customers can find your products in their search results. 

Amazon states that you don’t need to repeat your keywords so try your best to include unique ones here, you can also include seed keywords if you have enough space available. 

Some top tips:

  • Don’t use commas
  • Don’t repeat keywords within the space, even if they make less sense when they are on their own (e.g. black keyboard grey white, as opposed to the black keyboard, grey keyboard, white keyboard)
  • Use relevant keywords that you found for your product earlier (see content)

Step 2. FBA 

The Fulfillment By Amazon (FBA) option allows sellers to store products in Amazon warehouses and use their facilities to pick and pack orders. FBA has proven to increase conversion rate with its free next-day delivery service for most sellers and it will help you too, especially if you don’t have a huge amount of space or time.

To use FBA, send a limited amount of your stock to FBA to test your sales velocity. The cost of FBA is very competitive, and the rates are available here. One of the requirements of FBA is FBA labels. Some sellers get these printed as part of product packaging, and others apply for the manufacture label option, which avoids FBA labelling altogether, and only a product barcode is required. 

Step 3. Advertising 

Advertising your products on Amazon will help you to reach more customers, quicker. The chance of increasing your initial sales is very high, as shown in this screenshot.

Amazon PPC ads

When done correctly, Amazon advertising is very effective. It’s best used by starting auto campaigns. These target relevant keywords and products automatically, and generate campaign reports that show user keywords, conversion rates, and the cost of sales (ACos). 

Our top tips for Amazon PPC ads:

  • Allow 3-4 weeks for Auto campaigns to generate you a good list of  relevant keywords
  • Create manual campaigns by converting user keywords in all match types 
  • Review your campaigns periodically to ensure they are still performing as you would expect

Discover the full process in this excellent guide: ‘A-Z GUIDE TO AMAZON ADVERTISING’.

Product  Coupons

Coupons are an excellent way to make your product more attractive to your customers in search results. It also increases the chances of generating initial sales during product launches. 

Coupons cost £0.45 per usage so, if 10 customers use the voucher, the cost will be 

0.45 x 10 = £4.50.

Some of the key points to note are:

  • The budget you set for coupons is not what you pay, but it is used to control the usage
  • Amazon charges commission on the product price – coupon discount % as shown on the screenshot below

Coupons cost £0.45 + the discounted value, so that’s the amount you will lose on your sale. However it is a very effective way of generating sales, so just ensure you price your product accordingly.

Facebook/Instgram Advertising 

Facebook and Instagram ads are another way to reach out to different audiences away from Amazon. You can use them to promote your products and to launch new products when the time comes.

You can also use them to share your coupons. Once your coupons have been created on Amazon, set up a free landing page via Mailchimp and include all the details e.g. next day prime delivery, discount/coupon codes and product information. 

Once you start advertising in this way, you can get campaign reports directly from Mailchimp analytics or Google Analytics which will help you to see which of your ads are working best and how they can be improved to drive even more sales. 

Step 4. Product reviews

Product reviews help in both conversion and ranking. They will also help to increase your trust perception with your customers, making them believe you are providing a worthwhile product. 

Here are some of the ways to speed up the product review process:

  • Include leaflets/inserts requesting your customers leave you a review
  • Avoid asking for positive reviews as this is against Amazon’s Terms
  • Send follow up emails either manually or automatically via 3rd party tools

Getting your first few reviews can be challenging, but once you start selling the reviews will follow quickly and if you’re keeping to your brand promises and your products are delivering what you say they will, your reviews will all be 5*.

If you have a brand registered account, you can take advantage of the vine program (description below), which is currently free! Once your products are stocked with Amazon FBA, send a limited quantity of stock to the vine program and wait for the reviews to start flowing. It’s always best to test with limited stock so that you can see the quality of your reviews before sending more. 

Step 5. External traffic: Pinterest / YouTube

External traffic sources like Pinterest and YouTube are great ways to generate organic traffic. Although this may take some of your time, the traffic they generate is regular and lasts for a long time.

Pinterest

Pinterest is the social media platform with the longest lifespan of posts, meaning that content you share here will still be getting views and clicks potentially months or years after you’ve posted it. 

In this Pinterest search result, you can see some posts highlighting product features, giving hacks, providing a demo and some advertisements. This shows the depth and breadth of information that is available on interest

When using Pinterest, try to catch your audience’s attention with creative pins, relevant keywords and interesting content/information. That way, your traffic will increase quickly and you’ll soon have products flying off the shelves.

If you are brand registered, you can generate a tracking link from your Amazon advertising console. This tracking link lets you track your products and gives you statistics on your conversion rates from different websites, right into your advertising console.  

YouTube

Did you know that YouTube is the second biggest search engine behind Google? We all use YouTube as a place to search for new ideas, how-tos and entertainment which means that it has swiftly grown to become one of the most used search engines on the planet. That means it’s time to start advertising your products there. 

Create product videos that demonstrate how to use your product, the special features and design information, or even ask influencers to create them for you! Influencers may ask you to pay to promote your products, but their large followings may make it worth it. 

Take a look at this example video here.

Using this guide that we’ve provided you, you’ll be able to launch your products successfully and start generating great sales straight away. We’ve given you all the hints and tips that we use, but we know that sometimes you just need a helping hand to get things moving. That’s where we can come in to support you. If you’d like help with successfully launching a new product, get in touch to discuss.

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Amazon Strategies

4 Common questions about Amazon competitor targeting

Have you been thinking of ways to target your products against your competitor? This post will answer 4 key questions targeting your product against your competitor. In this post, we are using a beauty brand, ‘syoss’.

1 // HOW TO FIND KEYWORDS THAT RANK COMPETING PRODUCTS?

Reverse lookup from Amalyze shows the search terms that are ranking the competing product organically, as shown on the screenshot below. 

 

  • Use these keywords to optimise existing listing or 
  • Use these keywords in your advertising campaigns

Some of the other results we see here:

The monthly search volume of the keywords helping us to prioritise the highly searched keywords. 

Revenue share indicates the cumulative % share of the revenue generated via that keywords. i.e. it shows the value of the keyword. 

The number of sponsored products using the keywords. This shows the level of competition against the keyword. If there are ‘0’ or fewer sponsored products as shown on the screenshot, targeting our ads against that keyword makes sense.

2 // HOW TO DISPLAY OUR PRODUCTS AGAINST COMPETING PRODUCTS? 

Use Amazon advertising tactically to target your products against competing products. This is a cheaper way of generating additional sales.

Sponsored Product Advertising 

Target competing product ASINs via product targeting ad as shown on this screenshot. This is a fantastic way to gain sales against traffic from your competitor page and is often cheaper than targeting keywords.

This ad displays your product against that ASIN in the sponsored related areas, as shown below. 

Category targeting ads is another way to target competing products in that category. Once you have chosen category targeting, refine the category with the brand name, as shown below. 

 

Sponsored Display Advertising 

Create product vouchers/coupons and target your competing products, as shown in the screenshot below. 

This will display the product below the buy box area with a voucher code, and your ads can be much more effective in gaining additional sales and can trigger your customer to switch their brand. 

3 // HOW TO FIND COMPETITOR PRODUCT SALES?

Figure out your direct competitor either by checking the search result with the main keyword related to your product or checking a list of search term report which display any ASIN that driven sales to your product. 

The screenshot below shows the estimated sales using amzscout. We can benchmark our sales against the top sellers and get a list of products that we can target via sponsored advertising. 

The report also shows the product launch date of the products so, targeting new products is a good idea. In addition, they may be investing in advertising and displaying your product against these product pages via Sponsored product ASIN targeting or Sponsored brand ASIN targeting or Sponsored display product targeting can be the cost-effective way of generating sales compared to the keywords targeting. 

4// HOW TO TRACK COMPETITOR PRICE CHANGES? 

Datahawk has a feature to track price changes, as shown in the screenshot below. Thus, we can follow the behaviour based on days, weeks or months.

There may be a set of 5 – 10 competitors that you’d follow for the price changes, and this sort of report will allow you to react quickly.

Competitor analysis gives valuable insight into how your products compare to other listings and how your competitors interact with the market. As a result, you can make beneficial decisions that give your a competitive edge.  

Need help with your Amazon competitor analysis? Please get in touch. 

 

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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 https://www.brightonseo.com/ 

 

Image

 

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 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 Strategies

Amazon UK Early Reviewer Program FAQs

Some time ago we wrote about Amazon’s Early Reviewer Program in the US, and it was a successful programme for several of our clients, as seen from the screenshot below. Now that it is available in the UK, retailers should take advantage of it to increase and gain more “authentic” reviews.  

This programme in itself shows how important reviews are to buyers to encourage conversion, and we all know that with the more conversions we get the higher the ranking of our products. Check out some of Amazon’s Early Reviewer Program FAQs below.

 

Which SKUs are eligible to be enrolled in this program?

SKU must = £15.00 and have fewer than 5 reviews. With products of less retail prices, we suggest using multibuy variations to reach the threshold retail price.

Is it available in the UK?

Yes but your UK reviews are shown in other EU platforms too. This is provided that they share the same ASIN. 

Am I guaranteed a 5 * reviews?

No, it is not guaranteed 5 *, you will get an honest review.

What’s an incentive for the reviews?

Reviewers get an Amazon gift card after the review is sent. 

Is it max 5 reviews that Amazon help with?

Amazon will continue to request customer reviews for a year or until you have 5 reviews.

How much does it cost? Am I paying per review?

£60.00 for each SKU. If you have a parent listing then you will just enrol one product. The charge applies as soon as you start getting 1 review.

So, based on the US account, the program is successful and will definitely help you get those early reviews. We hope to see this roll out to other EU platforms too. 

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Amazon Amazon Strategies

8 Elements of Amazon Product Listing Optimisation

Amazon Content Optimisation -Daytodayebay

Amazon Content Optimisation is getting a lot more attention these days than it did 10 years ago when I first started selling on Amazon for retailers. In those days, our main focus was to get as many products on Amazon as possible and in return, we started seeing sales rise in a geometric proportion.

Fast forward 10 years, with competition on Amazon at the highest level, there are now so many “expert agencies” providing Amazon Content Optimisation Services.   

When done correctly, product listing optimisation can have a huge impact on your sales! Our most successful, and simple approach is to write product content based on your product and its story without trawling through keyword tools. This helps to bring originality to your content and ensures that you are writing for and being relatable to the consumer rather than a search engine. This avoids sounded robotic.   

Then, the next step would be to understand what your potential customers are searching for. At this stage, you will want to use third-party tools (discussed below). With this data, you can then adapt your content to ensure you are targeting relevant search terms. Finally, use your competitors. Understand and research what keywords your competitors rank for. Again, there are plenty of third-party tools for this. Three simple steps.

Above I have outlined the three steps to perfecting content optimisation on Amazon, but read on for a more in-depth look into the key elements of Amazon Content and find out about a whole host of tools that could really help your Amazon Business today.

This guide will show you exactly how to optimise your Amazon content. 

Download Amazon Product Listing Optimisation Guide 

 

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Amazon Amazon Strategies

Why do brands need an Amazon strategy?    

Amazon Brand Strategy

Listing products on Amazon is just the start. You are then required to create a strategy and compete with other sellers to be visible.

We are here to help. Having worked on the Amazon platform since 2009, we have a very deep understanding of how Amazon works. We have worked with numerous brands in the UK and abroad including Men Rock, Arena Flowers and Mustard to name just a few.

We provide the training & consulting to maximise sales and ensure your brand is represented well to customers. We have three training modules to suit your needs – Amazon Professional for sellers just starting up, Amazon Advanced for faster growing Amazon sellers and Amazon Vendor for brand owners and manufacturers.

We are leaders in creating successful Amazon strategies that help Amazon sellers take advantage of both the Amazon Vendor channel as well as Amazon’s Marketplace. Get in touch to discuss your Amazon requirements today.

Daytodayebay Clients

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Amazon Amazon Strategies

Buy Box and Product Differentiation on Amazon

Amazon is now a very crowded marketplace compared to 10 years ago when I first started selling. Sellers are now finding it tough to rank on best match search result and it is the same with winning the buy box. The Buy box is simply a top prominent “buy now” button. Losing this position may mean no sales at all. This post will talk about how to win a buy box and how product differentiation is a good way forward.

Amazon has set out many criteria to win the buy box position and out of many – Fulfilment By Amazon, Price and Feedback percentage are the main ones in my experience.

Fulfilment By Amazon (FBA)   

How to win Buy box - Daytodayebay

 

  • In this example, the product sold by Amazon wins the buy box even if there are other cheaper products.
  • Tip: Trial FBA if you are competing with other Amazon sellers

 

Price

Buy Box Winning Strategies - Daytodayebay

  • Lowest price seller wins buy box in this example
  • Tip: Monitor your price and amend as necessary. It is always good to generate sales volume with less profit than no sales at all

 

Manual price update is possible with less SKU but if you have a high number of items automated solutions like eprice can help.  It connects with all your Amazon accounts, follows your pricing rules and automatically changes prices keeping you competitive all the time.

Feedback Percentage  

 

  • Seller with high feedback % wins the buy box
  • Tip: Ensure your performance level is up to standard. It is always best to avoid bad feedback even if this means a loss. This is simply because bad feedback impacts on your overall account.

So how to avoid Buy Box Competition

Private Labels

We have seen the rise of “Amazon Private Labels”.  They are simply a copy of original products the “Aldi” way and production is now possible in smaller batches by reaching out to Chinese manufacturers via Alibaba or Global sources. Private labels now play a very significant role in creating sustainable businesses with Amazon.

What we are seeing here is successful three-way relationships between Amazon, brand owners and factories and this is only going to get stronger.

Product Bundles 

 

Another way to avoid buy box competition is grouping products. If you are selling brands readily available to anyone else, it is good practice to include one of your brands in a bundle. This prevents any one else to list on your ASIN.

Create Product Bundles on Amazon - Daytodayebay

 

  • Tip: Include your own brand to prevent others from selling

With the rise of Amazon sellers everyone is doing their best to win the buy box and differentiate their products. The above examples hopefully act as reminder. If you have any more questions, please do get in touch.

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Amazon Amazon Strategies

Subscribe & Save for FBA sellers

Amazon Subscribe and Save Store

Amazon Subscribe & Save option is now available to FBA sellers in the UK who meet the requirements. This program was introduced in 2007 in the US allowing consumers to get their favourite consumables delivered regularly in exchange of at least 5% discount each order. * Beware Amazon price changes regularly and subscribe and save may no start saving you pounds.

What sellers need to know?

  • Subscribe & Save automatically gets Buy Box so, it is absolutely critical to win the buy box.

Amazon Subscribe and Save Buyers View

  • This is generally very successful marketing strategy which encourages repeat buys
  • You products are visible in Subscribe and Save page increasing visibility

Amazon Subscribe and Save Store

  • To be eligible your store needs to have good performance level with feedback rating of 4.7 or higher

Amazon Subscribe and Save Feedback Eligibility

Find out more about this programme and enrol, take a look at this Amazon help page >>

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