Category : Amazon Strategies

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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Amazon Amazon Strategies

A/B Testing with Amazon Sponsored Products

amazon-sponsored-ads-ab-testing

We have been managing Amazon Sponsored Products for some of our clients and we are seeing really good progress in sales. If you have not looked into this, it is very easy system to learn with lot less complications compared to that of Google Adwords. So, give it a go!


Update

Amazon Sponsored Ads

You will find above question as a part of Official Amazon Sponsored Ads guide. We checked with Amazon whether this was true they came back to us with the answer below.

I would like to confirm that you are bidding against yourself in that the computer would need to decide which of the two campaigns to select so in that regard it does place both of the campaigns against each other to decide which one to display.

It also factors in a buyer’s previous searches, Browse Nodes, Bids, Seller and Browse Node Ratings and click-through-rates to make the decision but in these cases, your product will still display so you are not being penalised.


We were recently asked few questions by one of our clients regarding testing return on ads involving same ASIN in different ad types and also using same keywords on different ASINs. This is popularly known as A/B testing. Here’s specific question and answers:

  1. Does two ads compete if same ASIN is on manual ads and automatic ads?

>  Yes the two ads will compete for the system to show one of them. This means that the system will chose one, which will be done randomly, therefore you will only be generating Impressions once and any click will be only charged once.

  1. Does two ads compete if same keyword is on different ASIN?

>  Yes the two ads will compete for the system to show one of them. This means that the system will chose one advert based on a number of factors. Some of these factors are feedback on the item, price, availability, buyer previous searches and a few more. The system will decide which advert to show which is a higher probability of resulting in a purchase.

  1. Does two ads compete if same keywords on same ASIN?

>  Yes the two ads will compete for the system to show one of them. This means that the system will chose one advert based on a number of factors. Some of these factors are feedback on the item, price, availability, buyer previous searches and a few more. The system will decide which advert to show which is a higher probability of resulting in a purchase.

Please do try this out and let the system help you decide which one is the best. If you have further questions please feel free to get in touch.

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Amazon Strategies

Getting the most out of Amazon Product Search Terms

Amazon’s Search term tab gives unique opportunity for every Amazon seller. The opportunity here is rank for the search terms that are not presented on any part of the product listings page because any part of listing page is currently ranked. And repeating any search terms here is waste of time. Here are few general best practices:

  • You do not need to enter common misspelling
  • It isn’t necessary to duplicate title keywords; it is better to use additional terms to generate a wider range of customer search hits.
  • Use single words terms for Gifts for the Bride Bridesmaid Gifts Candle Wedding Day Gift White Gorgeous Jar, then that is what customers must type. However, by listing these terms separately, you allow for more combinations, such as bridesmaid gift, wedding candle, and wedding day gift. It is best to experiment these in a list of products to see the difference in sales.
  • We don’t need commas in between as we are using one set of keyword/ phrase per line

We recently experimented to check if it helps to put important words at the onset of the field compared to the end of the field. And, we found no difference. We also found that we were driving customers to the product page rather than our page when we are not winning the buy box. So, our time will be better spent on product pages where we are wining the buy box. The images below shows what we did and the result.

Getting the best out of Amazon Search terms - daytodayebay

Getting the best out of Amazon Search terms - daytodayebay

Getting the best out of Amazon Search terms - daytodayebay

 

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Amazon Strategies

Amazon Automatic PPC is a great way to increase sales

Amazon sponsored Product Step by step guide - daytodayebay

Amazon PPC Ads or Amazon sponsored Ads are great way to increase visibility and add new sales. We handle handful of UK Amazon accounts and we thought you’d like to find out how to set one up for yourself. So, we have sent a written a guest blog post for our very good friends at Tamebay. You can read more there >

Amazon PPC Improves Sales - Daytodayebay

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