I’ve been selling on Amazon for a few years. I built my own Amazon business from scratch, helped brands work towards their first million in sales on Amazon, and now I’m learning how to scale million dollar brands. If you were wondering if there was a special formula that dictates Amazon success, there is. I’m going to break down some key ideas in this blog post.
Amazon is a search engine. You need to know what top keywords are bringing in the majority of the sales for your competitor’s products. Use a software tool like Viral Launch, Junglescout, or Helium10 to identify your top competitors, their top keywords, and the estimates of exact monthly searches for their top keywords. If you look at the Daily Giveaway column in Helium10’s Cerebro tool, that is the estimate of how many daily sales that top keyword does.
To rank on Amazon for your top keyword, the idea is to get as much or exceed the daily sales for the top products that are ranked for that keyword for an extended period of time. This is the basic idea of Amazon’s algorithm.
When someone searches for potato chips, Amazon analyzes a number of metrics like conversion rate, review rating, and more but in the end, the biggest metric is sales.
Amazon changes things all the time though, so if you’re reading this in weeks, months, or years from 2018, things might have changed.
Now that you have identified your top competitors, top keywords, and market size via the exact monthly searches of your top keywords, you need to optimize your product listing.
This is where understanding the Amazon shopper comes in handy. Most customers shop on Amazon because they are lazy. They already know what they want and they do not mind paying a small premium to get it in 2 days with free Prime shipping. Opposed to someone shopping on Google and who’s still figuring out the best solution for their problem, Amazon shoppers know the solution, and they just need a solution RIGHT NOW. In fact, I heard that 70% of sales happen before the fold on an Amazon search.
What this means is that you do not have to spend time educating your customer. By the time they see your product in the list of products, your customer is comparing price, review rating, and whether your product solves their problem.
Title, photos, bullet points, and enhanced brand content is what crafts a killer listing.
- Have a great title with the right keywords.
- Have a clear, great main image on white, and lifestyle images that show how you solve the customer’s pain points, and why you’re better than competitors.
- Bullet points should highlight key benefits in CAPS FIRST QUICKLY – and then extrapolate.
- Enhanced brand content (EBC) is a must and can easily increase conversion rates by 5%.
Understand your conversion rate by looking at the Unique Session Percentage (USP) column in your Business Report by Child Asin if you have variations. If you have not looked at this report before you will see that not all your listings are performing equally. If you have variations you will discover that some variations perform better than others in sales or USP rate.
These metrics in your Business Report are essential for improving your sales. You should be able to easily highlight what listings are converting great and just need more traffic as well as your top sellers that might have great sales but a bad conversion rate. If you’re able to optimize a top sales listing with a low conversion rate – you could easily double or triple your sales depending on how low your conversion rate was.
Child listings have a lower average USP than single listings. I’ll accept 5% USPs for a listing with lots of variations and I prefer 20% for single listings, I’ll tolerate 10%, but I love 30%+.
If your conversion rate is low, you will have a lot of trouble on Amazon whether by burning inefficient ad spend or losing out on a lot of sales.
Two factors that impact conversion rate are price and reviews. If you are pricing as a premium product you want to make sure that your listing is optimized and can prove that additional value. If your review rating is low or nonexistent, it will drastically impact your conversion rate. Any rating under 4 stars on Amazon is a low review rating. Keep your review rating above 3.7 as much as possible.
You also need to understand relevancy. When targeting keywords, you can identify relevant keywords through the clickthrough rate (CTR). If you know that the keyword is relevant, then a low CTR suggests a bad price, title, or review rating. Optimize. Anything under 0.3% CTR is low, 1% is great, anything 2-3%+ suggests click fraud if you have low impression and high spend. Make sure to only act on data with over 1000 impressions for statistical relevance. You can look at your metrics through the Sponsored Products Search Term Report.
There’s a lot more to selling on Amazon like formulas for Amazon PPC but I hope that this was a good bite-size piece on basic knowledge to succeed on Amazon.
If you have any questions, feel free to ask below in the comments.