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Agenda

- Amazon as a Shopping Search Engine

- Differences Between Marketing on Amazon and Search Engines

- Optimizing Your Amazon Listing’s Relevance

- Creating a Brand Presence on Amazon

- Optimizing Your Amazon Listing to Convert

- Using Amazons AMS

- Possible Inbound Strategies

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Amazon as Shopping Search

% of Shoppers Starting on Amazon 2012:

% of Shoppers Starting on a search engine:

~33%1

~13%1

1. Source: http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=0

Bottom Line: If you sell product online, optimizing marketing efforts on Amazon is crucial.

% of Shoppers Starting on Amazon 2015: ~55%2

2. Source: http://bloomreach.com/amazon/

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Differences Between Amazon and Search Engine Marketing

Algorithm: A9 Penguin

Wants: Conversions Clicks on Ads

Likes: High Relevance to Searcher & High Likelihood of Sale

High Relevance to Searcher

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Optimizing Listings for Relevance – Title and Bullet PointsProduct Title:

- Searchable on its own - Try to Keep at 150 Characters or Less - Include 1 Key Word - Ideal Format: Brand – Product Name – Product Type – Key Word – Material – Color – Size

Bullet Points: - Also searchable, so use ALL of them! - Be description rich and include keywords you want to rank for

Optimizing Listings for Relevance – Title and Bullet Points

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Optimizing Listings for Relevance –Model No/SKU & Description

Description: - Also Searchable! - This is where you engage customer with well crafted ad copy and in-depth details.

Model No/SKU: - Shoppers search on these so INCLUDE THEM!

- Richer detail = Higher Relevance - Consider leveraging A+ detail pages

Optimizing Listings for Relevance – The A+ Detail Page

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- Essentially an enhanced continuation of your product description - Gives you a chance to add an extra content marketing twist to your product listings - May or may not be free depending on the content you wish to display - Self service option: Brand does most of its own work, cost $0 to $400 - Amazon build option: Brand provides content and Amazon builds for you, $500 to $1,500

Optimizing Listings for Relevance – Hidden Search Terms

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=

- Do not display on product listing page but are used by Amazon to index product listings for search

- Use terms you think customers are most likely to use. Include abbreviations and misspellings-Collect data from your AMS paid search campaigns for guidance on best performing keywords

Creating a Brand Presence on Amazon

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An Amazon Brand Presence

- Increases Amazon Search Relevance

- Increases Product Legitimacy in Eyes of Shoppers

- Increases Buy Box Percentage

- Gives You a Tool to Utilize for Inbound Strategies

The Amazon Brand Page

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Ideal Configuration:

- Recommended for You Widget

- Featured Products Widget 1

- Featured Products Widget 2

- Top Selling Products Widget

- Brand Description

Optimizing Your Amazon Listings to Convert – Picture and Parent/Child

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Listing Title, Bullet Points, Description and Branding all contribute to conversion, however additional steps include:

Picture!!!!!: - 1000 X 1000 Zoomable on White Background - Include multiple use case images in addition to main image

Parent/Child: - Products offered in multiple sizes, colors, etc… convert better when grouped together.

Optimizing Your Amazon Listings to Convert – Price and Fulfillment Method

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Price: - Yes, it can affect your ranking (and obviously conversions) if you are a lot higher than other products in your category.

Fulfillment: - Orders that are fulfilled by Amazon tend to convert more - Amazon tends to rank listings for orders it fulfills higher on the SERP - If you are a Amazon Seller rather than Vendor, consider FBA

Optimizing Your Amazon Listings to Convert - Reviews

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Ratings: - Probably the most important conversion optimization element other than picture.

- 3 methods to increase ratings quickly:

- Manually research and reach out to reviewers Free in $ but not in Time

- Use a service such as Feedback Genius $0 to $250/Mo

- Amazon Vine ~$1,000/Mo

- Can be difficult to contact buyers directly, especially for vendors

Optimizing Your Amazon Listings to Convert – Approaching Reviewers

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Personal Website

Contact Email

Amazon Reviewer Profile:

Amazon Reviewer’s Website:

Using Amazon AMS

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Good For: Getting Traffic to New Product

Good For: Assembling Like Products into Collections and Cross Selling

Good For: Poaching Traffic from Competing Similar Products

Using Amazon AMS

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Banner Ad

Sponsored Product

Product Display

SERP:

PDP:

Using Amazon AMS

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ACOS: Will depend on you product. I aim for 5% to 10% with no more than 15%

Keywords: Start with as many keywords as you like using keyword research on Google Adwords as an initial guide. Monitor results and adjust from there.

Strategy: As with Adwords, weight in favor of words you want to win for. Include competitors in keyword list. Also, be sure you rank for your own brand name.

Possible Inbound Strategies

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Brand Page and Listings

Social Media Presence Paid Advertising

Measuring Effectiveness

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Use this URL to link from your social or paid search campaign

*Caveat: Currently only allows measurement of traffic to Amazon brand pages.

Thank You!

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