Amazon offers a very wide, captive audience to retailers that want to sell products around the world. As Problogger points out, Amazon does a lot of the retailer’s work for you:
One of the great things about Amazon is that it is a site people are familiar with, that they trust and that is very good at converting people to be buyers. They have honed their site to present people with relevant products to them (based upon previous surfing and buying habits) and over many years have tweaked their site to convert well.
Even so, there are tips and techniques you can employ to increase your exposure and increase your chances of closing a sale. Fortunately, you have the brand credibility and massive database that Amazon brings to the party. Amazon speaks of its own brand credibility as such:
After you list your offers, customers can see them on Amazon.com. With features like 1-Click and a brand millions trust, Amazon helps customers make quick, easy, worry-free purchases. Make sure that when customers see your offer it is accurate and complete, including high-quality product images.
1. Showing Vs Telling You Have A High Quality Product
As with any other kind of marketing, quality is at the heart of the matter. Unless you have a good product, with a professional grade description, high res photographs and some convincing testimonials, getting some momentum going can be tough. And while Amazon certainly is known for being a mass sales platform, you do have the option of retaining some brand integrity when you sell. Instead of saying your product is of higher quality and worth paying a bit extra, show it with effective branding and user-friendly information.
However, it is also a known fact that Amazon is becoming incredibly saturated and more difficult to stand out and be noticed on. Because of that we have taken a look at some of Amazon’s success stories and spoken to retailers about exactly how you can ensure your product’s success on the online trading platform.
2. Traffic Is What Gets Products Noticed
The more online visitors that see your wares in Amazon the greater your chances of being able to make the conversion. Take advantage of Amazon’s coupons so that shoppers can see you are making an effort to discount your pricing.
3. Remember That Nothing Counts For Loyalty
It is also clear from Amazon success stories that most sales are made to returning, not new clients. Search engines might send you numbers but it is people who are familiar with your brand who are more likely to buy.
4. The Rules Of E-Commerce Apply To Amazon Too
Of course, one of the major advantages of trading on Amazon is you do not have to have the expense of running an eCommerce store. Amazon does it all for you. It is also completely scalable for a smaller business owner so even if you do not have a lot of inventory you can trade.
Answer your shoppers’ questions and show you have a support network available and a flexible returns process. You have to demonstrate that you aren’t a fly by night kind of business, and that your customers’ satisfaction is of importance to you.
5. Be Descriptive And Show You Have An Online Presence
A product with no background information or internet trace does not send out a reassuring message to potential buyers. Provide as much detail as possible about your business to show its legitimacy. An online track record does help so even if you do not have a website, ensure you have a social media presence if buyers want to check up on you.
Social media is actually a good back up even if you do have a website because a potential buyer knows that if there is any negative feedback floating around it is likely to be posted publicly, so it does count towards your credibility too.
In your product description you have to give your reader reasons to use your product. You need to state why it is better than the competition’s products and how your reader will benefit from purchasing it. Value-adds and free gifts can also help to boost conversions.
6. Do Your Research Into What Actually Sells On Amazon
For your product to be successful you have to pay attention to what your market actually wants. If you want to list a product that is already over represented on Amazon it is unlikely to be a hit. Also remember that:
Sellers with the best price and selling history also get the coveted “buy box” on a product page which means that they will receive the sale when someone clicks on “add to cart.” Other sellers get listed on the side of the page or even on a secondary page. Again, you’re not likely to make a sale when you’re not front and center on the page.
Obviously, a completely unique product that no one else has is ideal. Failing that, the best price in your market will help you stand out from the crowd.
7. Make Your Listing Unique And Automated
Retailers with niche products and Pro Merchant packages can add their products to the Amazon marketplace. There is no competition in these categories so effectively you can set your own price.
8. Get Your Pricing Right
It’s no secret that pricing is an important differentiators on Amazon:
This is a fact of doing business on Amazon, and is not necessarily an obstacle to profitability. Rather price competition should inform which products a retailer chooses to promote in the marketplace. Only list products with a sufficient margin to be competitively priced on Amazon and still offer a reasonable rate of return given inventory, order handling, and overhead expenses.
Remember to start the way you want to finish. If you price yourself too low in order to try and boost sales you could find it difficult to increase them again afterwards. Remember also that you will need to cover shipping and the cost of selling on Amazon.