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Category : Amazon


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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Take a look at your Amazon Account Health Today

Selling on Amazon has been a successful venture for many sellers, whether that be private label sellers or resellers. With a rise in sales, it brings enormous responsibility to maintain good customer service and account health. Both of these can take up a lot of time, and ignoring these or letting them slow can lead to losing the privilege of selling on Amazon. In this blog, we are going to run through a quick overview of Amazon Account Health, giving tips on how to keep all of your metrics within the targets.

Let’s see what each of these means…


Order Defect Rate (ODR) – With a target of less than 1%, this is a really difficult metric to manage.

This includes any negative feedback given by customers about the service given an A to Z claims against you allowing Amazon to send a full refund to the buyer.

Amazon automatically emails customers asking them to share their experience of buying on Amazon, which also gives them the opportunity to have their say about the seller.

This metric works with % of total orders in the last 60 days, which means even 1 negative feedback can make this metric drop below the target; so, it is best to keep on top of this.

If you see signs of an unhappy customer, get it sorted immediately. Tools like Xsellco Feedback can help you keep track of feedback and help you improve them.

Another part of ODR is A to Z claims which acts as a guarantee to Amazon customers allowing them to claim money back on transactions they are not happy with. Customers don’t really understand how fatal this can be for a seller, but to avoid claims like this we really recommend trying to understand the nature of the complaint. It is best to refund orders and avoid this situation in most cases.


With a target of 4%, late dispatch is a lot more manageable compared to ODR. This metric is triggered if you dispatch an order later than the promised date of dispatch. If there is no handling time, your orders received must be dispatched the next day.

Your delivery time includes your handling time + more, as seen below.

If you are not confident in dispatch time,  it is best to add handling time by a day or 2 to give you some wiggle room. It is always best to do this rather than to not dispatch on time.

We have also seen many cases, especially during busy periods like Christmas, where sellers have forgotten to dispatch on Amazon, even though they have actually dispatched the product. This is commonly due to staff errors or third-party errors. In this case, customers will receive products on time, however, your metrics will still be affected because you have not dispatched it on Amazon; and Amazon will take this as a late dispatch.

Pre-fulfilment cancellation generally occurs due to overselling of the item. You can easily avoid this by updating stock on time and if you are too busy, use a third party software like Pentymarkets to manage stock automatically.

If you prefer to DIY via CSV, use Qty and Price template file as seen here (login required). It is very easy to use and updates do not take very long.

Another common reason for cancellation is due to orders going out to Jersey or Gurnesday or Scottish highlands or NI.  Cost of shipping to these regions are often very high and Amazon does not allow sellers to increase the price of shipping to these destinations or bar shipping to these destinations, unlike eBay. This is often a big problem for sellers of large items like sofas, for example.

Very often we see sellers trying to prevent this by adding a contact number in their content, but as this is against Amazon’s listing policy it could cause issues. Some examples are below:



The target here is “0”, however, it is not very clear in this area when the account will be suspended; so it is always best to avoid this issue altogether.


IP Complaints can occur if you use a competing brand name on listings; this can be within the hidden search term are found in the backend of Seller Central. The screenshot at the very top of this post and just above shows the account getting IP complaints because of the use of competitor brand names in content.  Both accounts are active but listings were removed.

Product Authenticity Complaints can easily happen when products are sent without the original packaging or if the product does not match the image or description of the product. You can avoid this by sending the product in the original packaging and any documents that come with the original packaging.

Listing Policy Violations can happen if your product description is misleading or content is not accurate.


To conclude…

Amazon’s metric method allows them to keep seller performance in the interest of customers and ensures all sellers are at the same level, whether you are a new private label seller or a top brand.

Another key metric Amazon is hot on is email response time. Amazon expects you to reply to all emails within a 24-hour window, which includes weekends. If you don’t hit this target, Amazon will warn you and suggest there may be a chance you’ll lose the privilege of selling on Amazon. The most common time this becomes an issue is during busy periods like Christmas when there are staff shortages.

If you’re struggling with Account Health, and you think you may be at risk of losing the privilege to sell on Amazon, you can outsource this to an experienced agent based in the UK and USA, leaving you to focus on generating and improving sales

ZonSupport starts as low as $5.00 a day, but costs vary depending on the level of service you want.

Find out more here — ZonSupport


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A to Z Guide to Amazon Adverting

Amazon undoubtedly has disrupted retail and has often raised the bar to reach customer expectation. Sunday deliveries were not usual until Amazon started to deliver on Sundays, Next delivery was not normal and it has become normal now with Amazon’s Prime delivery.  

Amazon is now set to disrupt advertising, where Google and Facebook are dominant players. We are already seeing this, with some brands shifting up to 60% of Google search budgets to Amazon. No wonder digital agencies are jumping into this.

If you are thinking of digging deep into Amazon Advertising, check out our  Amazon Advertising and SEO training at #BrightonSEO  

For any Amazon seller to succeed on Amazon it is important that we know the whole ecosystem of Amazon. In fact, successful advertisers can be the seller themselves because they understand how Amazon actually works.

Amazon advertising is a unique opportunity that was not available10 years ago when I first started working with Amazon sellers. We must understand how the buy box works, how reviews work, how Amazon FBA works to succeed. Sometimes, it is best not to work with typical KPIs like ROI, because Amazon Advertising is a great way to raise your brand awareness which in itself is a positive outcome.

In this simple guide, I have focused more on Sponsored Product Ads, giving practical tips and information that can be implemented immediately to help grow your sales. In the second phase, I will be writing more about Sponsored Brands and Product Display Ads. Happy reading!

Get A to Z Guide to Amazon Advertising >>

Amazon Advertising Guide - Prabhat Shah

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Amazon Vendor Training and Consultancy

According to recently published research, 59% of millennials ‘always’ or ‘often’ start their online shopping journey on Amazon, with 1 in 5 16-36-year-olds always heading to Amazon when looking to make an online purchase.

With such a significant amount of shoppers shopping on Amazon, it is a huge missed opportunity if your products aren’t available on Amazon, and this applies to all categories and product types. We can even buy fresh flowers on Amazon now! This just goes to show how eager Amazon is to increase its available categories and products. There is an opportunity for everyone, whatever the product! 

Very recently I had the opportunity to provide a bespoke Amazon Vendor Central training day in Sheffield for a business selling kitchen tools. They had new recruits in the business to manage their Amazon Vendor Account, who were keen to learn more. We spent the day discussing the best possible way to increase sales via Amazon Advertising and how to successfully build a brand on Amazon.  Some of the key areas we discussed were:

–          Amazon Search Engine Optimisation (SEO),

–          Amazon Advertising best practices and research processes,

–          Amazon Stores and A + Content.

It was a practical session, providing each member of the team with practical tips and ideas that they could go away and confidently implement with their new knowledge. We also spent some time piecing together an Amazon Growth Plan, which outlines a process on how to implement what had been learning during the days training and to help give direction to the business.

Whether you are an experienced Amazon Vendor Central Seller, or you have been invited by Amazon to join their Vendor Programme, our onsite training session helps you to get the best out of the Amazon Vendor Central platform.

I am based in Loughborough and will easily commute to Sheffield, Derby, Leicester and Nottingham.

Find out more about Amazon Vendor Central Training

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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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NEW Amazon Automatic Campaign Targets – the results are in

Amazon’s sponsored ads new feature for auto campaigns allows sellers to target products without any research, and its a great move as it eliminates the need to spend hours of your time learning! 

We are a UK based Amazon consultancy and have been working with Seller Central and Vendor Central users directly for many years; below we would like to share some results with you on these new features:

What new targeting options are available? 

We have seen 4 different default targeting options within auto campaigns including:

Close Match: This option will show your ad in search results when your ad closely matches what the shopper is looking for. In the example below, the close match has a better ACoS compared to the loose match, but we have seen it the other way round as well.

Tip: Lower bids if one of them is not profitable, or pause if cost is not controllable. Also, add negative keywords that are not converting, this will help reduce wasted spend; you can get this data from your “search term” report.

Loose Match: This option allows your ad to be shown in the search results if your ad loosely matches what the shopper is looking for. In this example, the ACOS is beyond 100% so, you would pause this option unless you want to see if this lowers when adding in negative keywords.

Substitutes: This option shows your ad on the product detail pages of products that are substitutes of yours. In this example, the outcome is good and profitable, with an ACoS of below 10%.


Tip: Up the bid to ensure your product is appearing continuously, but watch ACoS closely to ensure it doesn’t creep up due to the increased bid.

Complements: This option shows your ad on the product detail pages of products that are complements of yours. In this example, conversion cost is double that of substitutes. If you’ve just started selling your product on Amazon, it is perfectly fine to run campaigns with a high ACOS but eventually, this needs to be stopped as it won’t be profitable.


Whatever the results above, automatic targeting is a great way to get your campaigns started as it automatically targets your ads to shoppers based on keywords and products. Plus, with the capability to now adjust these targeting options within the campaign manager, you are now more in control.

Be sure to use negative keywords to prevent your ads from appearing in irrelevant search results or on irrelevant detail pages. You can find negative keywords from your “search term report” as seen below.

Once you get your report you can view “0” sales and find out which keywords are of high cost but not converting, and add them as negative keywords, if appropriate.

Let us know how you find using Amazon’s new auto-targeting features. We are UK based Amazon Consultants. If you are looking to learn more, check out our Amazon Advertising training course and if you are looking for services check out our Amazon Advertising service page.


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How to manage Content changes, Q & A and Reviews on Amazon Vendor Central

Amazon is an important growth channel for most brands, and with that growth, there is a high demand to maintain the channel with the correct content, reviews and consistent customer support.

There are many tools to manage the Seller Central side, but if you are a Vendor there aren’t many tools in the market. No matter what, there is still a need to know what customers are saying about our products on Amazon, and to reflect on them as a brand in the best way possible. 

At the same time, it would be ideal to monitor customer reviews in real time and respond accordingly.  This is exactly what reviewbox does. You can use reviews to upgrade and improve your product.

With Reviewbox, we can monitor how quickly we respond and what we’re saying.


Reviews are important and have a positive impact on our business. We are at the stage where consumers have stopped noticing the difference between a brand and Amazon brands, just because on the latter product there is a massive amount of reviews.  This is why it is important to keep improving your brand perception by reaching out to your customers through reviews and questions. 

Whilst working our back off to maintain positive reviews we get hit by constant fake reviews. It is impractical to manually monitor all reviews when you have 3k products within your Amazon Vendor account. But with reviewbox you can follow all reviews and see the trend of spam reviews, good or bad and report them to Amazon for removal.

When consumers ask questions on Amazon it is important to answer them in a timely manner. Many consumers will go to the questions section with a question in mind, and having answers helps even if they are not going through the purchase cycle. With reviewbox, you can monitor and answer all questions.

The ultimate aim for maintaining good reviews and Q & A is to maintain trust with Amazon content.



Another problem Vendors face, are content changes that happen without giving you notice. This is because retailers contribute to the product content and many times Amazon takes the changes and reflects for consumers to see. This may not be within the brand guideline and often they may be full of “keywords” without making any sense. To monitor all of these manually is a nearly impossible task, especially with everything else going on with your Vendor account.  With copybox you can get notified via email when your content is updated, and you’ll know exactly what’s changed, including titles, key features and product descriptions.

Image result for getreviewbox

Both of these: reviewsbox and copybox are powerful tools for Vendors and they work on all Amazon platforms. Let us know how you found them.

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