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6 Things Amazon Sellers Are Doing Wrong

imagesFact: Third party sellers were responsible for 39% of units sold on Amazon in Q4 f 2012.

Want a bigger piece of the Amazon pie? Focus on your product rankings for searches on Amazon.

Amazon Rankings for search terms are determined by the following:

  1. Traffic to the Product Page
  2. Conversion rate on your product page
  3. Number of Positive product reviews

Below are six resources that are commonly overlooked by Amazon sellers, which have a direct impact on Amazon rankings.

1)  Product Names can have up to 250 Characters – Use Them!

With Amazon, it’s all about ranking for relevant search terms. Using Google’s keyword tool, perform keyword research and determine what terms people are searching for when seeking to buy your product. Make a list of the terms you come across and include the most relevant ones into your product name.

What most people do

Garcinia Cambogia 50% Powdered Extract 2.2 lbs. (1 kg)

What people should do

Garcinia Cambogia (Garcinia LEAN) – 500 mg per capsule and 1000 mg per serving (2 capsules).60 Capsules, 60% HCA Extract for Maximum Weight Loss

As you can see in example two, this product name is targeting the following keywords: Garcinia Cambogia, 500 mg, 1000 mg, HCA Extract, and Weight Loss.

+1 for traffic

2) Product Descriptions can have up to 2,000 Characters + HTLM – Do it!

Utilizing your keyword list created in the first step previously discussed, pepper in keywords to increase your likelihood to rank for relevant searches; do not stuff a bunch of keywords carelessly throughout and diminish the readability. Take your time to explain the product and organically include the terms you would like to target. Using HTML, provide bolding and paragraph page breaks to space out the text which will highly improve readability.

What most people do

Garcinia cambogia 50% Key Facts: Garcinia is a plant genus of the Clusiaceae family. Garcinia is also known as bitter kola and Malabar tamarind.Garcinia is native to Southeast Asia and the Western and Central regions of Africa. Garcinia Cambogia is commonly found in the evergreen and the Shola forest of Western Ghats in India. Properties: Garcinia Cambogia has been widely promoted for weight loss. Garcinia Cambogia may be beneficial in the treatment of stomach ulcers. Garcinia Cambogia has been prescribed for rheumatism and bowel complaints. Garcinia Cambogia has been historically used in the treatment of edema, constipation, delayed menstruation and intestinal parasites.

What people should do

What is Garcinia Cambogia?

Garcinia cambogia is a revolutionary fat burner that will suppress your appetite, while preventing fat from being formed. Put the two together and you have instant weight loss without wasting time dieting and exercising.

What You Could Expect:
- Drop dress sizes
- Reduced belly fat
- Lose excess weight

As you can see, providing bolding and spacing allows people to quickly and accurately sponge up the information.

+1 for traffic

+1 for conversion rate

3) Products can have 5-9 images, use as many as possible!

Since people are not able to hold and feel your product, invest some time and create beautiful product images. Hire a photographer or bring in a top notch graphics designer who can create images which will help sell your product. Show what your product will look like when they get it, packaging etc., along with photos representing the product use; help people visualize the results they will get from using your product.

+1 for traffic

+1 for conversion rate

4) Pay close attention to reviews!

Amazon has both seller reviews and product reviews.

Seller Reviews - Utilizing a tool like feedbackfive allows you to automatically solicit positive feedback for your seller account from customers. Before you put this tool in place be sure you have impeccable customer service, as all customers will be receiving the requests.

Product Review - Start with three five star reviews. Why three? Amazon will display up to three reviews on the product page. For those who manufacture and sell their own products, solicit positive reviews from past customers. No past customers? Send out your product to friends and family free of charge in exchange for reviews.

+1 for conversion rate

+1 for positive reviews

 

5) Buy Low, Sell Low…then high.

More Sales = More rankings on Amazon Searches.

When you first launch a product on Amazon your focus should be on rankings. To maximize speed to rank start at your lowest price possible and as sales and rankings increase, you will be able to raise the price. If sales dip you can utilize the practice of price pulsing until your sales and price point meet a happy medium.

+1 for conversion rate

 

6) Offer a satisfaction guarantee

Fact: People like guarantees, but seldom act on them.

If you have a quality product, provide people with peace of mind by using a satisfaction guarantee; take away all areas of resistance. Include this guarantee in your product bullets and description.

+1 for conversion rate

 

Want more tips? Speak to an Amazon Consultant today. Ask about our marketplace management services including optimization for Amazon, eBay, CSE’s and more.

Posted in eCommerce | Leave a comment

Incubate.com In The News

I forgot to post this last month. My Incubator, Incubate.com, made the SD Union Tribune. Check it out here:
Danny DeMichele in the UT

Posted in eMarketing | Leave a comment

The Problems With Selling Lower Priced Point Items Online

Long ago, in an internet day far far away, you could very easily sell a $30 or lower price point product online. These were the days when traffic was cheap and getting your site ranked in the search engine organic rankings were practically guaranteed.

Those days are over. The average cost per visitor through paid means (sponsored search and paid media) is nearing $2.00 a click (compared to $.50 per click in 2000). SEO is now much less predictable and often times takes much longer than it did in the past. It is certainly more difficult and not something you can build a business exclusively around anymore.

The biggest issue is that despite the increased cost in traffic, conversions haven’t really moved up at all. Unless you are a big brand, or you do a tremendous amount of off-line direct response advertising, the highest you are going to convert at is in the 2-4% range. Meaning, for every 100 visitors you pay for, at the very most, you are going to convert 4 of them into a buyer (the average is closer to 2% for a product under $50).

So if you do the math, the picture looks bleak:

1. Cost per visitor of $1.00 (Probably higher, but trying to no be so doom and gloom)
2. If you convert at 3%, it will take you $33 to create a purchase.

How on earth is a retailer to live off of a net-loss margin? There are a couple of options for you:

1.Continuity – have something that someone needs on an on-going basis. Figure out a way to bill monthly or quarterly.
2.Upsell into other peoples products – After someone checks out on your site, offer up a complimentary product from another company. You have seen this probably with magazines.
3.Sell in packages. If you can get away with it, force people to purchase 2 or 3 products.
4.Dangle Free Shipping – Find a price point that makes you profitable, and dangle a free shipping coupon if their order hits that number.

Posted in Internet Trends, Online Marketing | 1 Comment

What you need to know about Google Suggestions, Live Search

I did a post over at ReputationManagers.com about Google suggest and how it works, check it out:

Early this month we talked about some news that Google removed “Scam” as an auto-suggestion in its search suggestion tool. It looks like we all celebrated too early because it is back in the suggestion box. If you do not know what I am speaking about, here is a little back story on what Google suggest is, why it is here, and why you should care about it. Full Blog Post Here

Posted in Reputation Management | Leave a comment

Google Farmer Update – Who Should Care?

This is going to be one of the shorter posts I have written. I am getting a lot of questions in regards to the Google Farmer algorithm update so I thought I would put down a couple of notes on the subject.

The Google Farmer update, which took place in late February 2011, is an algorithm specifically targeting scraper sites and sites with little or no real unique value.

95% of legitimate online businesses need not concern themselves. If anything, it will help you drive further up the rankings as other sites will get removed above you. The website owners that are worrying right now have probably worried for sometime, they knew that Google would catch up with their crappy content one day.

Basically, the filter is weeding out sites that scrape content from other sites which is giving the public no real value. A Google searcher does not need to see the same content regurgitated on multiple websites. Google is looking for more uniqueness, plain and simple.

If you have a good website, with good content that you created, you need not worry. If you don’t, I suggest you get writing. Google might not have gotten you this time, but they will get you.

Posted in Search Engine Marketing | Leave a comment

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