Category : Amazon

Amazon

BrightonSEO – Amazon SEO and Marketing Training Course

Amazon SEO and Marketing Training BrightonSEO

We had a fantastic Amazon SEO session at BrightonSEO in April this year. It was well attended with brands and digital agencies from the UK and abroad. This training is running for the second year as a part of BrightonSEO.

This opportunity with Kelvin came about via a tweet intro from a good friend of mine, @steviephil  It clearly demonstrates the power of peer recommendations.

Our session started with a well-known ice breaker. This helped everyone to engage with each other and created a comfortable atmosphere. It was a very simple exercise of arranging printed statements.  Amazon Workshop BrightonSEO

Our key agenda for the day was:

  •         Understanding How Amazon SERP Works
  •         Product listing Optimisation Best Practices & Examples
  •         Factors influencing organic ranking
  •         Sponsored ads: strategies and best practices
  •         Winning the buy box – proven methods
  •         Amazon marketing services for vendors: headline search ads & product display ads
  •         Amazon content rich A+ page best practices

Every time I run Amazon training sessions I find it interesting to learn about the challenges faced by brands to get the product information correct, listing hijacking, getting the best out of Amazon paid ads and improving organic ranking. Most of the attendees were very keen on improving organic ranking and we discussed the following points:

Every time I run Amazon training sessions I find it interesting to learn about the challenges faced by brands to get the product information correct, listing hijacking, getting the best out of Amazon paid ads and improving organic ranking. Most of the attendees were very keen on improving organic ranking and we discussed the following points:

Selling product via Fulfillment by Amazon helps improve your product ranking and to win the buy box.

Having product reviews and high number of product reviews helps conversion and ranking.

Amazon Paid Ads are important to improve overall sales. Some of the accounts we work with see 30% of sales from Amazon paid Ads. Paid ads allow an opportunity to place our products on the top of search results and on competing products. It is important to note there are hundreds of products like yours already and we are all trying to stay on page #1 organically so, paid ads give us that extra edge to get to page 1 quicker.

High quality and multiple product images help on conversion and ultimately ranking. Amazon guidelines say first image should be only on a white background and other images can be life style images or images showing details of the product.

Optimised Product Title helps to rank when customer search terms match. With limited space, if the brand name is not important it is good practice to use generic terms. It is also good practice to use converting search terms from paid ads.

Bullet Points act as a selling tool on Amazon product page. It is strategically placed next to the product image and buy now button.  When viewed on laptop bullet points allows customers to stay within the upper fold of a page and streamline the checkout process. It is good practice to include unique selling points and product benefits. Amazon Workshop Session BrightonSEO

Product Descriptions on mobile devices are displayed before bullet points and makes it significant. We are allowed certain html including paragraph change, bullet points and bold and in some categories table. This helps us to create reader friendly product listings like this.

Getting product data correct is important as all parts of the product listings are indexed. We see incomplete product information frequently and often missing important information which does not help organic ranking.

Probably product search terms are the most underutilised Amazon listing capability. These search terms are unseen by customers but indexed in search. It allows us to include synonymous words, closely related words and brand misspellings.

Parent-Child product listings allow us to display all product variants in one place. It helps conversion of products that are not converting otherwise by giving customer choices.

This is a very short summary of what we discussed over 5 hours. It was an excellent day with lots of discussion and I personally learnt a lot. There will be another session in September, 2017 and you can register your  ticket here.   

 

C:UsersprabhOneDriveDocuments2OSUKTraining DocsBrigton SEO - Amazon Training

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Amazon

Amazon’s Early Reviewer Program: What You Need to Know ?

Amazon Early Review ProgramAmazon’s Early Reviewer Program: What You Need to Know ? When Amazon banned incentivised reviews many of us found very difficult to gather product reviews because most buyers simply don’t bother writing reviews. They are important to rank better in search and to get sales – there is no doubt on this. Recent Amazon announcement with a solution for this is a fantastic news. It is called Amazon Early Reviewer Program.

This a positive move from Amazon although currently available in the US only. Soon it will be here in the UK.  Vine program for vendors has been very popular but was not accessible for 3rd party sellers.

What exact it is ?  

This program is a way to incentivise reviews for new products. It is aimed at to help brand owners to gather early reviews. These reviews:

  1. Helps shoppers make smarter buying decisions
  2. Increases page views
  3. Increase click-throughs, and
  4. Ultimately sales

FAQs  more info here>

#1 Is this available everywhere ? : Currently it is available only in the U.S. brand registered Amazon sellers.

#2 Is this available for everyone ? :  It is only available for Brand owners so you’d have to apply for Brand Registry if you own the trademark. If you have not applied for your brand, find out more here

#3 Can I enrol all of my ASINS ? : In order for an ASIN to be eligible for the Early Reviewer Program, it must have fewer than 5 reviews and must be priced above $15.00.

#4 What is the cost?:   A seller pays $60 for each SKU to be enrolled in the program chargeable once a SKU gains a review. The Early Reviewer Program will continue to gather reviews for a SKU for up to 1 year from time of enrollment, or until 5 reviews are received through the program, whichever occurs first. More info here>

#5 Can we select customers to write review ?: No, Amazon randomly selects customers from a list of all customers who have purchased products participating in the program

#6 What is the incentive for Reviewers? : They receive a small reward (a $1-$3 Amazon gift card, for example) after submitting their review that meets the community guidelines. Their review can be positive or negative.

#7 Early Reviewer Program reviews are denoted with an orange badge that reads “Early Reviewer Rewards.”

How to Enroll in Amazon’s Early Reviewer Program ?

#1.  Enroll Your Brand in Amazon’s Brand Registry

#2. Upload your SKU with CSV from < Advertising tab >

#3. Upload upto 100 SKUs at one time

Whilst this program helps sellers speed up reviews gathering process there is no there’s no way to guarantee positive reviews. However, this is a better and much safer way to build reviews without spammy content for your new products on Amazon.

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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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What I learnt from Amazon Sponsored Ads Webinar

Amazon sponsored Ads are very successful strategies to grow your sales on Amazon. Recently I attended Amazon hosted Sponsored Ads Webinar and listed below some key things I learnt. This will give you overview of sponsored ads.  If you have more specifics questions, please feel free to drop a line on ps@daytodayebay.co.uk

#1 Use both Automatic and Manual Ads. Decrease bid of automated ads after running manual campaigns. Automated ads are important because it captures customer trends and wider audience.

Manual campaigns do not display your products on product details pages. So, you will be missing out on product placement if you just run Manual campaigns.

#2 Group item based on product type to see reports on search terms together. This way you will see precisely which word converted which products.

#3 Cost Per Click ( CPC) you are charged based in auction. Suggested bid helps to find benchmark of cost per click and set maximum you are willing to pay.

#4 If you archive a campaign you cannot run it again in future.

#5 Running campaigns throughout the year is recommended.

#6 Sales are recorded only if sales happen within 7 days.

#7 Search terms report shows actual customer search terms. If we put similar products in one ad group we will be able to precisely measure which word converted which product.

#8 We see ASIN in search term report when customer clicked on our ad when it appeared on product pages.

Search for ASIN and use product brand name, item name, item category add as keyword on manual campaigns.

#9 First day impression and last day shows the demand of products.

#10 Other ASIN sales means customer clicked on one advertised items and ended up buying another ASIN. If buyer clicked on white sofa and ended of buying grey.

So, see other ASIN report and focus campaign for products that resulted sales and reduce bids for variants are not actually creating sales.

#11 Bid + is a special feature of manual campaigns which allows your products to appear in top of search terms. You will pay upto 50% more than current bid.

Use product placement report to find out Bid + performance.

#12 Types of keywords match type:

Broad Match: Words does not have to be in any particular order, includes common misspellings, plurals

Phrase Match: Orders of words are important, words before after keywords included, misspellings and plurals included

Exact: Has to be exactly the same, includes plurals and misspellings

#13 Increase your daily budget if you are happy with ACoS. Also Bid + is a good strategy to get continuous top of the search placement.

#14 Schedule your reports to get regular downloadable report.

#15 Same keyword on two campaigns does not compete and will raise bid.

I hope this helps you give quick insight on Amazon Sponsored Ads. I have been working on various Amazon accounts for the past few months and they certainly work. Here’s a snapshot of two accounts I work with.

Account A   < campaign sales vs total sales >

This chart shows sponsored ads brings in about 30% of sales in total.

Amazon Sponsored Ads - DaytodayeBay

Account B < spend, sales >

This chart shows spent is very is very less and often below 5% Advertising Cost of Sale ( ACoS ).

Amazon Sponsored Ads Management - DaytodayeBay

This shows Amazon advertising can perform very well and it is something that any business should consider. I’d love to answer any more questions you have, audit your current sponsored ads to show strengths and weakness and manage your sponsored ads for you.

Send your enquiry

We would love to help you grow your presence on marketplaces, and if you complete the form below we will call you back to discuss your needs in more detail

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Amazon Sellers London: THE BIG LAUNCH!

Amazon sellers meetup

Meetups are always a good thing and there is another Amazon Sellers London meet up on 6th, June in London. There will be 3 of the world’s leading Amazon experts speaking.Get yourself booked in to hear these experts speak and there is also opportunity to meet other Amazon sellers. Register here >>

Speakers Include

Will Tjernlund (USA). The original multi-million dollar FBA wizard. Went from $1 million to $6 million on Amazon in only 12 months.

Danny McMillan (UK). Host of private label webinar series Seller Sessions and international speaker on Amazon selling.

Joshua Price (UK). Amazon suspensions consultant with eCommerce Geek. Other consultants come to him for help with their toughest cases!

 

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BQool Repricing Central VS Amazon Automate Pricing

BQool VS Amazon

If you have been an Amazon seller for a long time, you might already noticed that there is numerous repricing software on the market for Amazon sellers. Even Amazon itself has launched its own repricing system called Automate Pricing during the spring of 2016. Although the service is completely free, it’s not equipped with robust features for sellers and thus, failed to meet some sellers’ expectations. If you are looking for an Amazon repricer now and would like to know the difference between BQool Repricing Central and Amazon Automate Repricing, this article highlights the main advantages BQool Repricing has over Amazon Automate Repricing.

Basically, BQool Repricing and Amazon Automate Pricing both follow rule-based repricing, and allow exclusion of competitors by number of feedback ratings. BQool’s Repricing Central plans above $25 per month reprice every 15 minutes and plans above $100 per month reprice as fast as every 5 minutes, while Automate Pricing reprice every 15 minutes to one hour depending on the rule.

However, there are several differences between BQool Repricing and Amazon Automate Pricing. Here is a comparison:

 

Pricing strategy is an important part of running a business. How a user sets up their repricing rules to change prices also has a great impact on sales, sales volume, and competitiveness. Sellers should carefully consider all available features when choosing a suitable repricer for their business. Though Amazon’s repricer is free of charge to all professional seller accounts, BQool’s affordable repricer is packed with helpful features and data that give you a distinct advantage over competitors.

BQool is a SaaS company offering great software solutions that help Amazon merchants resolve daily business challenges. The BQool suite so far consists of Repricing, Feedback, and Review Central. To learn more about BQool, please visit https://www.bqool.com/

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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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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

Grow your business with Certified Refurbished on Amazon

certified by amazon
We are seeing more and more refurbished products on Amazon. These includes laptops, phones, tablets to kitchen appliances and office equipment.  They come with certification from Amazon giving  extra layer of security to buyers.  To be part of this, a seller has to meet Amazon’s strict performance standard and should follow following strict guidelines:
  • Products sold  look and work like new

  • Refurbishment process includes diagnostic test, replacement of any defective parts, a thorough cleaning and inspection process, and repackaging where applicable

  • All relevant accessories as expected for a new product should be included and it should give  1-year limited warranty
I had quick look in Laptop category to see the level of month sales and they are quite impressive. Checkout Amazon’s page for more details
Grow your business with Certified Refurbished on Amazon
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Buyer Opt Out Email and What You Should Do

Amazon’s Opt-Out of Buyer-Seller Messaging

Lately many Amazon sellers have received messages regarding the opt out messages from Amazon indicating: “We were unable to deliver the message you sent for order xxxxxxxxxx ……”. BQool has investigated, and here is the information that we would like to share.

Why did I receive an email from Amazon saying my message could not be delivered?

Amazon is now allowing buyers to opt out of receiving unsolicited messages from sellers. If you send an email to a buyer who has opted out, Amazon will block the message and send you a bounceback email with instructions for how you can still message the buyer if it is critical to completing the order.   

How do buyers opt out of messages from sellers?   

In buyer accounts, Amazon has provided settings of Email Preferences in Communication Preferences Centre. If buyers select the option of “Do not send me any marketing email for now” here, they will unsubscribe from Amazon’s marketing emails. Please note that this means buyers will not receive “Amazon marketing communications”. You should still respond to inquiries in which buyers contacted you first. Buyers can’t opt out of those. If your response is blocked, make sure that you are responding to the original message thread and that the original message is included in your reply.  

What does that mean for buyers to opt out of messages from sellers?  

This means that buyers will only receive emails with information critical to completing the order, such as product customization questions, delivery scheduling, and issue with a shipping address. Sellers can no longer send messages which are not critical to completing the order such as: shipment confirmations, product manuals, out of stock notifications, and feedback or product review requests. The new rule does not apply to messages regarding handmade, wine, or custom orders. Please note that Amazon has warned sellers that “repeated violation of this policy may result in enforcement actions or lose selling privileges”.

How do I send messages that are critical to completing the order if my message was blocked?

Amazon still allows sellers to send critical messages via Buyer Seller Messaging. To do so, click the buyer’s name on the Manage Orders page and you will be lead to Buyer-Seller Messaging. Then select “Additional Information Required” as your subject, write your message, and click “Send”. Please note that you can only choose “Additional Information Required” here as other subjects will cause the message being bounced back again if the buyer opted out.  

How can I identify buyers who have opted out?  

Currently the only way to identify buyers is from the bounceback email. So far this information is not available through Seller Central or Amazon’s API. BQool will keep monitoring this issue and will keep you posted as we learn more.  

I’m using a feedback service and how can I prevent sending emails to these buyers from it?  

If you are using an Amazon feedback service such as BQool’s Feedback Central, there should be a setting that allows you to add buyers who have chosen to opt out into a blacklist. Once they are on the blacklist, the feedback system will block all emails to these buyers.    

We hope the above information is helpful. If you have any questions or comments with regards to this issue, please don’t hesitate to contact BQool.


BQool is a SaaS company offering great software solutions that help Amazon merchants resolve daily business challenges. They strive to create products that will increase Amazon sellers’ feedback rating, product reviews and sales. Each feature is designed to make your job easier and save time.

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