Pitstop's Lucas Walker brings us back to basic with the Amazon marketplace, and how to get your products selling in the world's largest online retail space.
Despite their bad reputation over some business practices, Amazon is an important and powerful tool that you can use to test your wholesale or retail strategy without having to dive into the deep end before you've learned how to swim. The searches on Amazon are very purchase-intensive, the vast majority of user who look for an item aren't looking to read reviews or how-to's of that product, they're looking for the product itself with intent to buy.
This means you can use the platform to focus your strategy around how customers search for your product, and products like yours, among a large and competitive market with a diverse user base who can be intensely loyal to brands they find there.
Here are the three most important basic steps to getting your products selling on Amazon
- Build and use your email list: chances are some of the consumers on your listing are avid Amazon users, who should be alerted that their favorite brand is now available through the mega-market. Using a contest, sign-in poll or promotional code give-away to gather the contact information of Amazon users, then target those emails with exclusive offers.
- Increase your sales velocity: Invest in sponsored search results, that is those handful of options Amazon always comes up with near the top of any list, watermarked with "sponsored result". These are pay-per-click products that retailers have tagged with a variety of relevant keywords, that show up whenever those keywords are searched, regardless of other parameters. Keep an eye on your expenses with this method, as it is pay per click, not sale, costs can quickly run-away if your item ends up competing with a bigger named brand that gets hundreds of thousands of searches a day, or more. Use negative keywords to avoid being lumped in with major name brands you can't compete with.
- Use automatic targeting: Expand your keyword association vocabulary , and find out how customers are most likely to search for you. Chances are, how you search for your brand and products isn't quite the same way your consumers search for them, due to your closer familiarity with the items. You'd be surprised how many ways a customer, with wildly varying degrees of understanding of the product, will describe what they're looking for, and it will pay to include some of the more often used search terms you and your team may never have considered.
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