Listing your products on Amazon is a fabulous way to reach millions of buyers… if you’re on the first few pages.
If your search result rankings are low, and you’re not seeing much traffic or sales, don’t despair – there are many ways you can get your product positioned so you can start making more sales.
Amazon Super URLs
If someone searches for your product using your target keyword, clicks on your product listing, and makes a purchase (or just hangs out for a bit on your product page), Amazon will rank your product for that keyword.
You can simulate this by doing a search on Amazon, scrolling down to your product, clicking through, and copying the URL from the address bar. Then, you can use Facebook ads to promote this URL.
This is a manipulative tactic, and Amazon may crack down on it, so I don’t exactly advise that you try this. If you do, don’t do it for an extended period of time.
Get More Product Reviews
You may have noticed that products that have lots of reviews are able to consistently land the first page ranks on Amazon pretty easily.
Never buy product reviews; this is against Amazon’s policy, and not only will you be banned if you are caught, you could end up being sued.
Use automated emails to follow up with shoppers after they buy your product. Make it easy for them to let you know if they have a problem with your product or need to make a return. Remind them to leave positive feedback – it’s perfectly fine for you to ask for feedback, and many customers are happy to share their experiences to help others.
You can also enclose a business card with your product that includes contact information plus instructions on how to leave positive feedback – yes, some people still don’t know how to do it.
The obvious, honest way to get more feedback is to make more sales. You can actually pay influencers to review your products on their blog (not on Amazon!), exposing your products to a targeted audience who may then buy your product and review it. Niche enthusiasts that follow those blogs may be more likely to write reviews after purchases.
Another great thing about influencer outreach – bloggers can easily add Amazon Affiliate links to their reviews, so they’re often more willing to work with you if you sell on Amazon.
Check Out The Competition… Again
You may have had a look at your competitors’ products before you created your product listing. Look again.
There are always new sellers and products on the Amazon marketplace, and you can always learn from successful sellers. You can also look at listings for adjacent products in your niche that do not directly compete with your listings.
Encourage Shoppers To Use Amazon
Before you can make tons of sales on Amazon by reaching customers in their marketplace, it’s best to market your products outside of Amazon.
You can reach out to your email list and promote a sale – offer a coupon code for customers on Amazon, or a limited-time storewide discount.
You can also use your blog and social media to promote Amazon sales. You might take away from website sales and lose out with Amazon’s sellers’ fees, but in exchange, you’ll boost your Amazon search results position and reach more customers in the long run.
Nurture Repeat Buyers
Always make sure that your customers have a positive experience. Follow up, answer support emails quickly, and be proactive when offering solutions to your customers’ problems.
This isn’t a fast way to impact your sales, but in the long run, highly satisfied buyers won’t even consider the risk of trying another seller – they’d rather go with the easy option – buying again from someone they know they can rely on. Those easy sales build momentum that can increase your ranking across your Amazon storefront. When Amazon sees that people are buying and loving your products, they’ll reward you by displaying them to more buyers.
Don’t Compete On Price, But…
Keeping your prices at the bottom of the barrel will not be sustainable for your business in the long run, but…
Some shoppers are willing to try the product with zero or few reviews if the price is right. Sometimes, the savings are worth the risk.
For a limited time, you can make your prices lower on Amazon than on other platforms… just until you rack up some reviews and start to see some sales.
When you play with the price, shoppers who add your product to their cart, but do not complete checkout, will be notified that the price has dropped. So, it’s worthwhile to experiment with your pricing.
Increase Your Conversion Rate
You can increase your ratio of clickers to buyers by hooking in shoppers who land on your listing.
Make sure there is nothing in your title or description that could be misleading. It’s better to have fewer, yet more targeted buyers visit your listing, than to get traffic by making your product seem like something it is not, and have a small fraction of those viewers actually make a purchase.
Periodically evaluate your listings for reasons why they might not be converting. Are your photos clear, could you take more from different angles? Is your product copy working, or can it be improved? What might be turning off your potential customers?
It helps to have an outside point of view. You may have become so familiar with your product and content that you cannot see the gaps or reasons why buyers might be turned off by your listing.
Answer Your Customer Questions
This might seem obvious, but I still see so many product listings with unanswered questions. More than likely, the asker is not the only person with that question. Even if it’s obvious or already answered in the listing, take the time to politely answer each and every question.
Offer Fulfillment By Amazon (FBA)
Products that offer Fulfillment by Amazon are given priority status in Amazon search engine result pages.
Upgrade Your Amazon Product Descriptions
If you’re using the same product description on every platform, you’re missing out. When you sell on eBay, your own Shopify website, and elsewhere, along with Amazon, and you copy and paste your descriptions across all platforms, you may run into trouble getting each listing to appear in Google Search Results. Google loves fresh, unique content.
You definitely want to make sure your product descriptions are not the same as those of other sellers who may use the same suppliers.
Each platform has its own content requirements and format that you should take advantage of. For example, while keyword-heavy product titles work on eBay, Amazon discourages them.
Write Longer Product Descriptions
Amazon allows you to have product descriptions up to 1900 characters (about 300 words) in length.
However, you do not want to create a keyword-stuffed, redundant block of text – use formatting to make it easy to find the details that they need. Your product descriptions should be long and detailed, yet skimmable.
Another benefit to longer product descriptions – they increase the amount of time the customers spends on the page. Even if the customer does not end up making a purchase, longer page stay time can contribute to your Amazon search result ranking.
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