Amazon accounts for over 40% of online retail sales in the U.S. — a figure that represents more than five times the market share claimed by Walmart, its closest competitor in the e-commerce world. But as countless brands have learned the hard way, simply becoming an Amazon seller and listing your company’s offerings on the website doesn’t guarantee success. More often than not, achieving substantial sales success on the platform requires investing considerable time and effort.
But in some cases, simple tweaks to existing listings can move the needle on Amazon. Has your brand started selling on Amazon, but struggled to see your sales there hit their potential or achieve expectations? Consider these five suggested Amazon tips from The Brandon Agency that can be implemented relatively easily, yet can result in fast and significant sales growth on the world’s largest e-commerce platform:
1. Improve your listing images
Especially online, consumers tend to absorb visual content much more quickly and easily than written content. And of course, Amazon’s search results are set up such that very little copy beyond the listing title appears on the product results page — making product images play an outsized role in grabbing potential buyers’ attention and attracting their clicks.
To greatly increase the odds that shoppers will click through on your brand’s product listings and dive into the written product descriptions, be sure to employ professional, high-quality images in your product listings, and perhaps even invest in a photographer who specializes in product imagery. Further, if needed, employ multiple images that show your offering from different angles to ensure that consumers can fully view your product and all of its important features. And to add life to your listings, consider including lifestyle shots that show your product in use and convey its advantages.
2. Polish your listing copy
It’s critical to find ways to make your listings stand out from the competition on Amazon — but you don’t want it to be for the wrong reasons. Bad spelling and grammar, along with nonsensical copy, are all sure ways to make a seller seem unprofessional and untrustworthy … and to make potential buyers move on to the next offering.
Carefully review the copy in your listings to make sure that no errors are present and that the description would make sense to the average consumer. Further, work to ensure that your product descriptions are easily scannable, as well as relatively short and to the point. Most online shoppers will want to be able to find the benefits and advantages of your products quickly and easily — without having to read through large blocks of text. Consider employing bullets and/or bolding to make the top selling points of your products stand out.
3. Employ A/B testing
As marketers — and especially those who have A/B tested email subject lines, social media advertising headlines, etc. — are well aware, small variations can make big differences when it comes to attracting consumers’ attention. And the same is true for Amazon listings, where seemingly minor changes to listing properties such as image order, title wording and the arrangement of bullet points in a product description can have a big impact on consumer views and purchases.
By split testing the most important elements of your brand’s listings, you can uncover the choices that are most effective at driving product views and sales. One way to do this is to manually run A/B tests by experimenting with single changes to your listings and moving forward with the version that produces the best results. Additionally, Amazon tools such as Manage Your Experiments can help facilitate your brand’s split testing of its listing characteristics.
4. Leverage FBA (Fulfilled By Amazon)
While it can put a dent in your brand’s margins via the Amazon fulfillment fees incurred when using it, the Fulfillment by Amazon (FBA) program can also make your product much more attractive to buyers — especially those who are Amazon Prime members. This is primarily because, of course, Prime members can get fast, free shipping when they order Prime-eligible products. But Prime status can also lend instant credibility to a product and its seller, as many regular Amazon consumers have grown to place more trust in the product offerings within their search results that carry the Prime badge.
If your brand is offering products on Amazon and handling its own product fulfillment, you may want to consider the FBA program for the sales boost it can provide. You may also want to consider the extra work it takes off your hands when Amazon takes care of product receiving, packing, shipping, customer service and returns for you.
5. Run an in-Amazon promotion
It’s safe to say that the vast majority of consumers love a deal. And to allow sellers to offer them on its platform, Amazon offers a range of promotions that brands can employ to attract more buyers to their products, including in-listing coupons and social media promo codes, as well as Lightning Deals and 7-Day Deals.
If your brand is looking for a way to stand out from the competition, offering a deal is a tried-and-true way to do just that — and to do so quickly. Further, Amazon also offers a range of on-site advertising solutions that can help sellers catch more buyers’ attention while they’re actively doing their shopping.
Could your brand use the help of a team of seasoned marketing professionals to step up its online sales? At The Brandon Agency, our team of certified brand strategists and data-driven marketing experts has a wealth of experience in e-commerce — including Amazon launches and sales growth. Further, TBA’s fully integrated marketing firm can cover the full spectrum of your brand’s marketing needs, including e-commerce, SEO, PPC, SEM, analytics, email marketing, social media, brand strategy, web design, creative, media, conversion rate optimization and more. To get started with help ranging from a simple website analysis to a comprehensive strategy tailored to boost the performance of all of your marketing campaigns, contact us today.