Category : Amazon

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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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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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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Amazon

Ask The Amazon Experts | Advanced Buy Box Strategies for 2018

Getting Amazon Buy box can be strategically important for any business selling brand products. It has become more significant in recent years due to the high volume of sellers. Additionally, there are more brands and manufacturers selling directly on Amazon than ever before and they have higher chances of winning the buy box in comparison.

Winning a buy box means business but it does not guarantee you a profitable one if your price is not right. This is the reason why Feedvisor exists. This tool helps you win the buy box to stay in profit.

In their recent webinar, Feedvisor’s CTO, Co-founder, and in-house Buy Box expert Eyal Lanxner emphasised the importance of strategically navigating the Amazon Buy Box. In this webinar, you will learn:

  1. Buy Box dynamics  and translating data into meaningful action
  2. The webinar includes 2018 Buy Box trends
  3. Actionable takeaways to incorporate into your business model
  4. Glimpse into the future of the Buy Box

 

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Amazon

Amazon SEO and Marketing Training Course

We are back in Brighton next month with Amazon SEO and Marketing training. This is a full day session aimed at anyone selling on Amazon.

In the past, this training was attended by brands and agencies. So, it is open to anyone looking to extend their Amazon SEO and marketing knowledge.  This is a practical course with an opportunity for you to get answers to all your account related questions. By the end of the course, we expect you to go away with a process driven clear Amazon growth plan to implement immediately. Check out topics below and if this is a right fit, get yourself booked here >>

Topics Discussed Include:

  • Understanding how Amazon product ranking works
  • How to be eligible for the shoppers Alexa searches?
  • Product listing optimisation best practices & examples
  • Amazon product reviews best practices
  • Amazon content rich A+ page, enhanced brand content and Amazon stores
  • Introduction to Amazon marketing services: sponsored, headline search and product display ads
  • Campaign structure examples and best practices
  • Keyword research tools and best practices
  • Keywords Types – when to use broad, phrase, exact match
  • Automatic campaigns vs manual campaigns
  • Advertising Reporting: metrics, action plans, search term reports
  • Optimising sponsored ads: managing bids, negative keyword best practices, leveraging bid +, optimising product copy with converting search terms
  • Headline search best practices
  • Product display ads best practices
  • Process driven Amazon paid ads checklist for marketers
  • Amazon product launch best practices
  • Increase product visibility with FBA ( Fulfilment by Amazon ), Pan-EU FBA
  • Winning the buy box – proven methods
  • Avoid price war with product differentiation
  • Amazon product repricing to maximise sales
  • Avoiding Amazon suspension and suspension appeal best practices to reinstate your account
  • The best productivity tools for Amazon sellers
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Amazon

What’s changing with Amazon’s Buy Box? Find out more with Feedvisor.

Feedvisor Webinar

Join Feedvisor’s webinar to learn more about what’s changing this year with Amazon Buy Box.

The team will reveal advanced Buy Box strategies in their next live webinar. If you register now, you’ll be the first to receive exclusive access to the 2018 Buy Box Bible. With over 18,000 downloads of the first four editions, this all-encompassing resource contains everything you need to know to effectively conquer the Buy Box.

REGISTER: Amazon Experts Webinar: Conquering the 2018 Edition of the Amazon Buy Box

Tuesday March 13, 2018 2pm ET | 11am PT | 6pm UK
  • Already winning the Buy Box? Bring your strategy to the next level with our fresh recommendations for 2018
  • Interested in the future of the Buy Box and trends that impact it?
  • Sacrificing profit margins to maintain Buy Box share?

I will be joining this webinar to learn something new.

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Amazon

Amazon Headline Search for Amazon Seller Central

Amazon Headline Search Ads - Daytodayebay

There are a quite a lot of changes going on with Amazon Seller Central- Amazon Stores, Enhanced brand pages and now headline search. Previously headline search was only available for vendor accounts and it is available for all registered brands in seller central accounts. If you have not registered your brand yet, get yourself registered.

We have noticed headline search is expensive than sponsored ads but it works well to raise brand awareness when you are either launching your product or promoting during busy holiday season. Please note some key points below:

  • Placement: Above search result
  • Who is it for: Vendor Central and Seller Central
  • Analysis: Keywords performance reports
  • Tip: Test various headline text, choose three products wisely, drive customers to your Amazon store

Best Practices    

  • Use performing keywords from Sponsored Ads
  • Test phrase match and exact match to optimise performance
  • Allow enough time to test -1 month
  • Bid higher than sponsored Ads

How to setup?    

It is fairly easy to setup headline search ads, but do check out best practices above.

Here’s step-by-step guide to help you.   < click here to see guide >

How does the result look like?

Screenshot below shows the result of the ads and it is quite detailed to measure performance. You can also download search term report to see which keywords are performing well.

headline search ads - online seller uk

  • Impressions: number of times your ads being seen
  • CTR: Number of clicks / Impressions. The higher the better.
  • DPV: Number of times your page is viewed
  • ACPC: Average Actual cost per click. You don’t always pay the amount you bid and if there is a competition you’d pay 1p more than the nearest bid.Image result for prabhat shah
  • ACoS: It is the cost you pay to have a sale
  • Win rate: It shows your chance of winning bid if increase your bid

Headline search is an excellent opportunity to raise your brand awareness and ultimately sales. So, give it a try for at least 4 weeks to draw any conclusion. Questions?  Get in touch here >>

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Amazon

Amazon Category Ungating

Amazon Category Ungating - Daytodayebay

Amazon restricts some categories to sell on their platform in order to maintain consumer confidence. These restricted categories are:

To sell in these categories, you’d have to apply for approval. The application process is simple with certain documentation for Amazon to consider your application. If your application fails, they may not disclose the reason why but you may again re-apply. Please see below three key documents:

  • Sales invoices of within 180 days that originate from a manufacturer/supplier or a wholesaler: This needs to be an invoice with at least 10 units. Your company address and seller’s address and contact details must be clear.
  • Company registration document
  • VAT certificate

The result can take 24 hours or more and sometimes sooner. If you need any help with regards to category ungating, please get in touch with us.

Thank you so much for your help, I would never have managed this without you.

Carol, Pharmascience

 

 

Amazon Category Ungating -Daytodayebay

 

 

 

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