For any company that relies heavily on selling products using Amazon, excellent planning and design are essential. The design comes into the imagery, descriptions, and branding of your product, helping you move more stock and generate more income. While experts are the best bet for the in-depth, analytical side to Amazon selling, the fundamentals are simple to get right with a little bit of hard work.
In a 2019 estimate, Bank of America suggests Amazon has around a 44% market share of e-commerce in the United States, making it an essential partner for any business looking to sell products online. The selling plans available on Amazon are relatively inexpensive, with the Professional plan at $39.99, making it accessible for small and newly started businesses.
Why get it, right?
Using Amazon opens you up to around 197 million people who visit the website each month from around the world. This means getting your Amazon selling policy and strategy right could be the difference between your business stagnating and you taking your company to the next level. Much like Google, Amazon works on algorithms, has its own keywords and form of search engine optimization (SEO), which will bury your products below your competitors if you are operating under a poor or unsatisfactory strategy. Getting Amazon selling right sells your brand, your product, and itself.
The first thing to look at in your Amazon selling strategy is the quality of your images. Sub-par images will affect the way customers view not only your product but your business as a whole. If you cannot find the time and effort to take high quality, professional photographs of your product – including ones of it in action, with packaging and accurate dimensions – why would a potential customer take the time and effort to purchase your product?
Your competitors will no doubt be striving for the highest quality images, and you should too. Perfect the images that are so important to customers buying online.
Once customers can see your product clearly, they want to be able to read about it in depth. This is where your product descriptions come in. Product descriptions are, in a way, a form of online design. They lead your potential customers and clients through the fog of decisions and choices and into the clarity of your business, your product, being the best for them. Equally, it provides accurate information that does not mislead, meaning customers will not be disappointed or surprised when your product arrives.
You should focus on selling your product’s benefits. Descriptions of its features should be concise, with more effort put into why this particular item is better than another. This type of information should be divided up using bullet points to make it easy to read and user friendly, refraining from using too complicated language in case potential buyers do not have English as their first language. Complicated language can confuse translation software, so this is essential for retaining clarity around the globe.
For your title, keep it short and to the point. The same goes for “overselling” your product. While your item may be the best, the most high-tech, the most advanced, or the best value, do not waste words when telling your customer these facts. Back it up with data rather than simply overloading your description with superlatives. Consulting experts such as Nuanced Media will help you with your Amazon product descriptions, making sure they engage, inform and entice, not bore.
As part of your Amazon selling strategy, you should constantly be reviewing your branding. This compromises of everything from your logo design to your general online marketing, from your external communications to your high street presence.
Having strong branding across your products – making sure your logo stands out, your product descriptions either have a template or an agreed style, and your product images are all of similar professional quality – will build trust in your company and make you a more attractive option to first-time buyers. For repeat customers, the familiarity you have created with your brand will encourage future purchases and recommendations to friends and family.
Marketing optimized for conversion
Your marketing through Amazon should be optimized for conversion – that is, turning potential customers into buyers. For this, the content both on your Amazon selling pages and your company website should be compelling and relevant to your audience, and you should be reading up on the different techniques of using keywords if necessary.
Conversion rate optimization (CRO) is aided by powerful blog posts, easy and apparent links to contact you as the seller, and evidence of how and why your product costs the amount that it does. Your branding should generally lead, so once this is achieved, all the focus is on turning those leads into income. With Amazon’s quick buy feature, you should be doing everything you can to make full use of this easy, functional system.
What more can you do?
Once you have consulted experts, done all the reading you can, and set about changing how your business operates on Amazon for the better, you might well wonder what more there is you can do. There are always additional steps that can be taken to improve your online presence, and a huge one with Amazon is to respond to customer feedback.
This builds trust in your brand and makes existing customers feel valued. On Amazon, responding to customer inquiries will also boost your sales, as prospective buyers will be able to quickly see answers to frequently asked questions, providing them with additional information and advice.
You should also continuously be checking that you are abiding by Amazon’s selling rules and monitoring your rivals’ online activity. If your prices are no longer competitive, that might explain a fall in sales or an increase in complaints.
Finally, always review your products to ensure they all contain the most critical information in their description. Generally, these details are your brand, the product line, the color, size, and material of the object, and how many you receive in the purchase.