As an eCommerce seller there are huge advantages to selling on the Amazon marketplace, including gaining access its large global customer base and benefiting from being associated with an established, credible brand.
The fact is, while Amazon provides sellers with the tools for successful selling, it is ultimately up to you to use this toolkit to increase your sales and grow your business.
While you can find our complete selection of best practices for increasing sales on Amazon, below we have compiled our top five tips for maximising the visibility of your brand and products on the marketplace.
1. Take an SEO Approach
With as many as 44% of online buyers going directly to Amazon to search for a product, as an Amazon seller, you should be taking an SEO approach when it comes to your keywords within your product listings.
In other words, you should be going above and beyond to ensure you are appearing in the top listings when your potential customers search for a product that you sell.
To optimise your listings, start by asking what search terms your customers will be using to search for your products. In addition, try and ensure that both your title and descriptions reflect these keywords.
2. Use detailed product names
The more detailed your product names are, the better visibility your products will gain, for the simple reason that the listing will appear in as many relevant search results as possible.
It is, however, crucial that these titles are just that – relevant – and that you are not using unnecessary keywords and terms within your titles.
It’s also worth bearing in mind that Amazon has a standard 200-character title limit, and anything longer will be suppressed from search.
3. Optimise your images
Images are crucial for not only attracting visitors to your listings, but ultimately converting them into customers.
With this in mind, your images should effectively showcase your product, ideally from a range of angles. As an Amazon seller, it is important that you are complying with their guidelines for using images, and should therefore ensure that:
- The image must be, or pertain to, the item being sold
- The image must be in focus and well lit
- Ideally, the image will use a pure white background, however additional backgrounds are allowed (images with white backgrounds tend to perform better)
- The image must not contain additional text or graphics
Check out the full list of Amazon image requirements.
4. Use compelling product descriptions
While product titles should effectively attract customers and pique their interest in your product, the actual product descriptions can play an integral role in converting these visitors into customers as they are used to sell your product.
As a result, they should be clear and detailed, and effectively describe your product without misleading your customers. The use of bullet lists to convey the features and details can also be extremely effective.
5. Consider Amazon Sponsored Products
Amazon Sponsored Products (i.e. targeted ads) are a great way to boost the visibility of your products on the leading marketplace.
As with many paid advertising methods, your products will be displayed when consumers search for keywords that you bid on, which if used correctly, drive traffic to your listings.
The great thing about this tactic is that you only pay a fee when an Amazon shopper clicks on your ad, so you should put a lot of time into optimising your listings to increase the chances of converting these visitors into paying customers.
6. Aim for the Amazon Buy Box
As you may know, the Amazon Buy Box is that little white box on the right-hand side of an Amazon product page. Winning it is one of the easiest ways to increase sales on Amazon.
However, who wins the Buy Box largely determines on an algorithm, which looks at:
- High quality product listings
- Competitive pricing
- Fast and reliable order fulfilment and delivery
- Order defect rate of 1% or lower
- Excellent, efficient and effective customer service
- Minimum inventory threshold (i.e. full stock visibility to avoid overselling)
- High seller performance rating of 75% or above
That's a lot of elements to stay on top of!
As such, you may want to consider investing in an an effective Amazon inventory management system to help boost your chance of winning the Buy Box.
For starters, a modern inventory management system allows you to set minimum inventory thresholds, in turn giving you full visibility over your stock in order to avoid overselling.
On top of this, you can also speed up order processing by automating everything from order creation to label printing, right through to warehouse management and order fulfilment.
As a result of implementing such a solution, your team will have more time to focus on securing the Amazon Buy Box for your business - whether that's through optimising your product listings or providing top notch customer service on the marketplace.