2016 amazon virtual summit: seller labs
TRANSCRIPT
Born From Amazon Sellers
● Award Winning Innovation
● Dedicated Customer Service
● Illustrious Educational Content
● How Amazon search works● How to improve your
listings for better placement● How to improve your
listings for conversions● 5 steps to search success!
Agenda
“Almost a third of people looking to buy something started on Amazon--that’s more than twice the number
who went straight to Google.”
http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html
“Amazon is more than just a marketplace, it’s a shopping search engine. They [Amazon] are answering users’ questions and searches, just as we are”.
Eric Schmidt - Google
http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html
“Forty-eight percent of all purchase decisions made in the US--that’s $1.5 trillion--are now influenced by
digital decisions.”
http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/
Amazon Search
The best place to hide a dead body is page 2 of Amazon Search
According to Amazon only 30% of search goes past page 1
What Amazon Says About Search
https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471
Search is the primary method customers use to locate products.
Views for a product detail page can increase significantly by adding just one additional search term.
Price, availability, selection and sales history help determine where products appear in search results.
Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.
Poll Question 1:
Where do you spend the most effort in trying to improve your products discoverability:
Listing OptimizationProduct Samples/ ReviewsSponsored AdsPricing
Direct Influence
● Title● Keywords● Bullets● Images● Price● Fulfillment● Description● Inventory Levels
Tips When Creating Content● Read the style guide for the category.● Less is usually more. A shopper should be able to make
a purchase decision from your title alone.● Use simple HTML formatting in your descriptions.● Carefully tweak one thing at a time ● Regularly review your conversion rates and other data
within Amazon business reports● Have someone proofread your copy
Photos Matter!
“Great photos are likely to help you sell products online, yet few sellers put the time and effort into making their photos spectacular”
(1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images
Shopper Survey
Surveyed 1,000 online shoppers about how much product photography influences their purchasing decision.
For the first question we asked: “On a scale of 1-5, how much do photos impact your choice to buy a product? An answer of 1 meant “no impact” and an answer of 5 meant “major impact.”
Sixty percent of those who responded said photos were a major impact in the buying decision, with 25% saying it made an impact.
Ask Your Current Buyers
Send a message right when the order is delivered or shortly after to ensure a great experience then ask
for a product review.
Automate the process to reduce
administrative work.
Message buyers who leave positive feedback
and ask them for reviews.
Poll Question 2
Would you like to find out how marketing promotions can improve your search position?
I'd like to learn more about how to improve my discoverabilityI'd like some more information on generating product reviews from my current sales