how to kick a$$ on amazon.com
Post on 06-May-2015
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How to Kick Ass on Amazon
Step One: Rank in Search
So people can find your products
Add relevant keywords
"Well-chosen search terms increase a product's visibility and sales. The number of views for a product detail page can increase significantly by adding just one additional search term - if it's a relevant and compelling term."
Where do they go?Inventory Management Feature Elements Used as Keywords
Add a Product
Product Name Brand/Designer/Manufacturer Search Terms Event Keywords
Note: The contents of the product description and featured bullets are not indexed in search.
Text File Template
Standard Product ID (UPC, EAN, GTIN) Product Name/Title Brand/Designer Manufacturer/Manufacturer Part Number (mfr-part-number) SearchTerms1 - SearchTerms5
Product Feed (XML) and Amazon Seller Desktop
Title Standard Product ID (UPC, EAN, GTIN) Brand/Designer Manufacturer/Manufacturer Part Number SearchTerms (Up to 250 characters)
Product Titles – perfect for keywords
• Good: relevant keyword “guitar strap” in title• Bad: missing other relevant keywords: “x-inch”
“black” “adjustable”
Remember: Each individual word in the Product Name is searchable on its own.
• So, Blue Queen-Sized Pillow Cases (300 Thread-Count) is better than Blue Pillow Cases.
More Tips on Product Titles
Here are some recommended details for Product Name, with examples:
• Brand and description - Laura Ashley Pillow Cases• Product line - Sophia Collection• Material or key ingredient - 300-Thread-Count• Color - Blue• Size - Queen• Quantity - Set of 2Using these terms, the full Product Name might be: Laura
Ashley Sophia Collection300-Thread-Count Pillow Cases (Blue, Queen, Set of 2).
https://sellercentral.amazon.com/gp/help/help.html/ref=ag_10471_cont_coach?ie=UTF8&itemID=10471
Sell More Product
Factors in rankings:• Price – lower the better• Availability – the more product you have
available the better• Selection – sellers with a greater range of
products available rank better• Sales history – the more you sell, the
better you rank. As your sales of a product increase, so does your placement.
Step Two: Improve Product Details
So people will buy your products
Create Compelling Bullets
Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.
Create Compelling Bullets, cont.
Vacuum 1
Vacuum 2
Consistent bullets example:
Create Compelling Bullets, cont.
• Write with sentence fragments and do not include ending punctuation.
• Fail:
• Do not include promotional and pricing information
Step Three: Cross Selling
So you can sell more products
Accessory Relationships
• Does your product have accessories that are sold separately?
• Designate which accessories go with which products.
• To create accessory relationships between products, you must use inventory files.
• Instructions here: https://sellercentral.amazon.com/gp/help/help-page.html/ref=ag_9001_cont_10591?itemID=9001
Accessory Relationships, cont.
Example:
So You'd Like to… Guides
• Create or add to one around your product’s intended purpose.
To find out which guides currently exist
1. Find a product page
2. Find it’s “So You’d Like to” section
3. Use that search box
So You'd Like to… Guides, cont.
Instructions for creating guides: http://www.amazon.com/gp/help/customer/display.html?nodeId=14279691
Listmania
• Same thing as with So You’d Like to guides.
• Find it on a page, search for existing lists, if needed, create your own.
Offer Promotions
• Run promotions, such as buy one get one or buy one get free accessory
• How to create promotions: https://sellercentral.amazon.com/gp/help/60961/ref=ag_60961_cont_60951
Upload a seller logo
• Logo images must be 120 pixels wide x 30 pixels tall, and in .jpg or .gif format.
• Upload here: https://sellercentral.amazon.com/gp/help-content/home.html/ref=ag_infopol_cont_coach?ie=UTF8&ndgstrpvpt=RACE&ndgstrpapp=uploadLogo&pageType=2&ndgstrpndg=UploadLogo
Go Forth and Prosper on Amazon!
• Learn more:
• http://cathyreisenwitz.com/about/
• Twitter: @cathyreisenwitz
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