Amazon selling is one of the most popular ways to market your product, and in 2021 that's only becoming even more the case.
Our simple to use Amazon rank tracker has made this easier to navigate for many sellers already, but knowing how well you rank compared to competing Amazon products isn't the only thing you need to do!
In our years of working with Amazon sellers, we've learn a lot of crucial tips, so here are some of the most important:
When looking at KPIs for your Amazon marketing, there are two main ones to be aware of.
The first is traffic. You may have the most attractive product in the world, with great reviews, an amazing price, and appealing images - but if nobody is seeing it, that won't count for anything. Therefore it is crucial to drive increasing amounts of traffic to your listing wherever possible.
The second is conversion and product positioning. This is your product listing's ability to convert a viewer from your target audience into a buyer by targeting the correct audience and highlighting the features they are looking for. It involves your title, bullet points and description, price, images, USPs, and reviews. If you don't get this aspect right, then all of the traffic in the world won't turn into significant sales.
Get both right, however, and massive growth is inevitable.
When looked at together, it can be a bit of a complicated picture, but if you break them down into individual steps, it's actually very easy:
"organic rank" is a term used to refer to the order in which Amazon lists it's search results. For this point you can disregard any listing that says "sponsored" next to it as these are paid placements which will be discussed in the PPC section.
However, for the rest of the search results, the Amazon algorithm organizes them automatically in the order of which it thinks they will be most appealing to people searching that keyword. In other words, if you're the best seller in "anti-inflammatory supplements" then you will likely come up first when somebody types that term. But if you launch a new anti-inflammatory supplement with no sales or reviews, you may find you're on page 7 and do not show high in the search results.
The issue with this is that 95% of Amazon searchers only look at the top 5 or top 10 products, meaning you need to be there to get any significant sales. If you launch your product to page 2 or further back, your main goal should be to push it forward.
If your product doesn't easily win clicks or views, you may find it's rank slides down again. This means you need to optimize your listing better, get better reviews, increase the price, or whatever it takes to be attractive enough to maintain your rank. Keyworx is an easy way to track all of these changes and see which changes benefit your rank and which ones hurt it, making getting your product to the top just a matter of time.
Most of the following steps will help you to achieve that and can support your organic rank, so let's move on for now:
Amazon sponsored products is a quick way to get your product some views. It essentially allows you to pay to show up in a high position without needing to worry about boosting your organic rank. The downside of this is that it adds an extra cost to every sale, and if you switch it off the sales drain up immediately. This is an obvious negative in comparison to the completely free, long term boost you can get from a high organic rank - but the upside it can be done immediately, allowing you to pick up some quick sales while working on your organic ranking.
Amazon always rewards PPC customers, so a good bid here may help to increase your rank more quickly anyway.
As long as you have an attractive listing, the two above strategies are the quickest way to grow your sales. After all, over 50% of product searches begin on Amazon these days, so being in those results is a huge part of the battle.
However, the remaining 50% is still worth pursuing - and an excellent way to do this is blog placements. For example, if you're selling running shoes, search "top 10 running shoes" in Google. Chances are you will be met with a lot of lists, most of whom are selling the top spot. By contacting the site and paying a small fee, you can be on the list yourself. This will result in people searching for running shoes, finding the list, and clicking from it directly to your Amazon listing - skipping rankings entirely and bringing your product to the attention of a whole new audience.
Another great method is backlinks. Amazon is obviously a very authoritative site, so by pointing backlinks at your listing, you can quite easily get it to rank highly in Google.
If you do all of the above tips and do them well, significant traffic to your listings is a given.
However, it doesn't mean sales are a given. You've gotten the viewers attention, now a powerful listing is needed to push them over the edge. Your listing should be optimized for as many keywords as possible to help you in your ranking efforts, but not at the detriment of copywriting. The listing must read well ,be convincing, and full of reasons to buy - not just benefits of the product, but benefits of those benefits too - really help the reader to understand how this will improve their lives!
This applies to your images too - you should be able to show the product from all angles, focus on all features, and show it in a daily lifestyle use scenario too, ensuring the viewer can imagine themselves using it and that any questions they may have are answered in detail.
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