Learn some of the secrets to building a brand on Amazon. com with this presentation from Paul Johnson from Seller Labs. This presentation was done for a virtual summit hosted by CPC Strategy March 11, 2015.
The 5 takeaways from the presentation are:
1. Optimize your listings for keyword relevance
2. Optimize your listings for better conversions
3. Develop a strategy to encourage quality reviews
4. Drive highly converting traffic to your listings
5. Leverage FBA if possible
Learn more about Seller Labs at www.sellerlabs.com
6. 3 Times More Product Searches than Google
http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=1&
7. The Future of Storefronts
● “Forty-eight percent of all
purchase decisions made in
the US-that’s $1.5 trillion-
are now influenced by
digital decisions”
(Goldberg, 2015).
● “REI recently disclosed that
75% of REI’s in-story
shoppers have visited the
retailer’s website in the
seven days prior to a store
visit” (Goldberg, 2015)
http://www.mediapost.
com/publications/article/245182/hey-who-
moved-my-storefront.html
8. Product Discovery
● Millions of consumers start their product search on Amazon.
● Many shoppers use Amazon content and reviews to help make
purchasing decisions elsewhere.
10. Amazon’s Search Challenge
With more than 1 Billion products how does
Amazon show the most relevant items?
Pat Petriello The Amazon Whisperer CPC Strategies
15. What Does Amazon Say About Search?
● Search is the primary way customers locate products
● Searches are matched against listings
16. What Does Amazon Say About Search? (cont.)
● Well-chosen keywords increase a product’s
visibility
● The number of views for a product detail page can
increase significantly by adding just one additional
search term
17. What Does Amazon Say About Search? (cont.)
● Factors that determine search results
○ Price
○ Availability
○ Selection
○ Sales
● Sales drive placement
30. Review Secrets
● Offer great customer service
● Email every customer at least once.
● Leave a note in your packaging
31. Conversion Secrets
● Know Your Numbers
● Optimize Your Listings to convert
● Send highly converting traffic to your listings
32.
33.
34.
35. Super Secret Tricks
● Parent Children: Having variations on the same listing combines activity especially
sales on one main listing.
● Super URL: You can send traffic to Amazon and target specific keywords using this
method
● Brand Names: Brand names that contain keywords may help products rank
● MPN: Part numbers that contain keywords may help products rank
● Category: Placing your item in a less competitive category can help you achieve
better placement in that category
○ Ask for category managers if you don’t get the response you desire
36.
37. 5 Key Take Aways
● Optimize your listings for keyword relevance
● Optimize your listings for better conversions
● Develop a strategy to encourage quality reviews
● Drive highly converting traffic to your listings
● Leverage FBA if possible