Today, over 2 million sellers are active on Amazon, and that number will only grow over time. Amazon's returns are also increasing year by year. The e-commerce giant's annual revenue in 2021 will be about $470 billion, compared with $386 billion the previous year. Today, Amazon accounts for more than half of the U.S. e-commerce market, and its share of the global market is growing.
All of these uptrends mean that Amazon's overall sales are increasing, with a big chunk of that coming from third-party sellers.
However, sales for many of those 2 million sellers didn't reflect Amazon's massive growth. From non-existent optimization to poorly planned PPC and failed promotions, a variety of factors hinder Amazon seller growth.
However, there are ways to boost Amazon's sales, just as the platform itself boosts annual revenue and gross merchandise volume.
Here, we'll walk you through eight actions and strategies to help you increase your sales on Amazon in 2022 and for years to come.
Fully optimize your Amazon listing
If you're wondering how to increase organic sales on Amazon, the answer is simple: optimize your listings.
Amazon has become a highly competitive marketplace for nearly every product category. Today, hundreds of listings compete with each other to rank on the first search page for related keywords. Since most users access listings through Amazon search results pages, you must optimize your listings for Amazon's search algorithm.
In addition to the algorithm, you also need to optimize the list for users who click on the list. After all, it is the customer who buys.
You can take these steps to optimize your listings to avoid bottom slots on Amazon's SERPs.
Get the best keywords for your list
Amazon SEO works very similar to how Google SEO works. So, you first need to develop a list of keywords with which you want to populate your list. You need to research and find a list of phrases that buyers typically search for when looking for products like yours.
You can do manual research, where you run multiple iterations to shortlist search queries relevant to your listing. However, manual analysis may not find the best keyword list for your optimization. The reason is that many of the key KPIs related to keywords/search queries you can't get through manual research.
So, it’s best to use an intuitive keyword research tool that can come up with the most suitable keywords for your listing. For example, keyword research tools can help you filter keywords based on monthly search volume, conversion rates, PPC bids, number of competitors, and various other performance metrics. All this data enables you to optimize your listings with keywords that guarantee results.
As opposed to doing it manually, keyword research through the tool only takes a few minutes .
Keep bullets and descriptions skimming
A list with your most valuable keywords won't have much impact if you don't use them in the right way. For example, filling your listing with all the keywords regardless of how the content reads and sounds won't give you the optimization bonus you're looking for.
Customers love product pages where they can quickly browse the content of a listing. Therefore, you need to intelligently incorporate keywords into your list. This means using keywords in context so that they make sense while the language is easy to use.
The goal is to make your listing's bullet points and product descriptions as skimpy as possible.
Use high-quality images and videos
The importance of visual content is indisputable, as humans are more likely to retain information presented in visual form. You can capitalize on this human trend by adding visual content to your Amazon listings.
High-definition product photos in your listing can convince and convert a large number of visitors. So, always add real pictures to your listings that illustrate all product details in the most aesthetically pleasing way, rather than blurry photos or computer-rendered illustrations.
Additionally, the limited number of images on the listing may not fully cover the product. In this case, video will come in handy. Adding product videos can also differentiate your listing from your competitors.
Video has become the most consumed content on the web. About 88% of Internet users spend most of their online time on video content platforms. Therefore, a listing with product video demos will work for most visitors.
Get the most out of your A+ content
If you are a private label seller registered with Brand Registry, you must utilize A+ (A Plus) content. This is an exclusive listing feature that brand owners can use to tell their brand and product story with additional text placement and imagery. A+ content is like an online brochure or booklet with attractive images and short product details that add authenticity to the listing.
Bullets and product descriptions on lists are displayed in a simple text format. In contrast, A+ content comes with all the bells and whistles. You can create A+ content carousels with enhanced layouts, graphics, and fonts. Listings with A+ content are unique among regular listings.
Amazon also recommends using A+ content and acknowledges that using A+ content can help sellers increase traffic and conversion rates for their products.
Conduct A/B testing
If you want to get to the apex of optimization, A/B test your list. A/B testing involves experimenting with headlines, text, and images to see which combination works better. You can use page views and sessions as metrics to determine whether List A or List B produces better results.
To do A/B testing, you need to make two sets of listings (the same product) and have them go live one after the other. Each set must have a different title, set of images, description, bullets, and an A+ content carousel design. First, observe how both lists perform over a two-week period. Then, compare their session and order counts and stick to the better performing version.
Listings with well-thought-out keywords, easy-to-scan bullets and descriptions, high-quality images, videos, and A+ content will be considered fully optimized. Therefore, such a listing will perform well on the Amazon SERPs.
Also, it will generate better engagement for all drive clicks. Better organic visibility and engagement will ultimately translate into higher conversion rates and Amazon sales.
Always go all out to win the Buy Box
Growing sales while competing with other sellers for the same ASIN is one of Amazon's most challenging tasks. Doing so is almost impossible without winning the buy box. The Buy Box is a call-to-action widget in the upper-right corner of the listing. Customers can add products to their cart, buy them instantly, and view seller and shipping details in the widget.
When multiple sellers sell the same item, Amazon must select one seller as the Buy Box for each purchase. Amazon usually picks different sellers for the same Buy Box at different times. Still, some sellers are picked more often than others for reasons Amazon hasn't officially revealed yet.
Experienced sellers have listed a few things that might make Amazon's buy box algorithm work in your favor.
Become an FBA or SFP Seller
You're more likely to win the Buy Box if you sell to Prime members. If you're part of Fulfillment by Amazon (FBA) or Seller Fulfilled Prime (SFP), you can sell to Prime customers. If you're an FBA seller, you're automatically eligible to sell on Prime. FBM sellers can also become Prime sellers and win the Buy Box after joining SFP .
remain price competitive
Amazon requires sellers to keep their listing prices close to (preferably lower) current Buy Box prices. This is because it increases their chances of winning the Buy Box. So instead of increasing your profits, try to increase your sales by keeping the price as low as possible that will help you win the buy box.
Use repricing tools
If you always want your list price to fit into the winning buy box, use a good repricing tool. The repricing tool enables sellers to automatically compare the prices of their items with those of their competitors and adjust accordingly.
Listing prices on Amazon are very dynamic. Occasionally, listings undergo pricing changes within minutes. Therefore, you may not always be able to manually track all these price changes and adjust your offers accordingly.
A good repricing tool will keep an eye on competitor prices in real time. It will then adjust your listing price accordingly, making it a qualified candidate for the buy box.
Has positive seller feedback
When selecting sellers for the Buy Box, we don't know how Amazon's algorithm affects seller performance. However, sellers who are underperforming and have mostly negative seller feedback are unlikely to win precious widgets in their listings. So, keep doing well as a seller and you may win more Buy Boxes.
Operate with good inventory levels
Inventory levels may also affect your chances of winning the Buy Box. If your inventory is low, Amazon may not assign you the Buy Box more often. This happens because low inventory indicates that sellers are unable to fulfill large orders. With high inventory levels, you can be sure that the Amazon Buy Box algorithm can fill any number of your orders.
It's the simple mantra of the buy box: the more you win, the more sales you'll make on Amazon.
As a private label seller, you don't have to worry about winning the Buy Box. However, that doesn't mean you can set any listing price to generate sales. When buyers choose among similar private label items, their focus remains on pricing. In fact, price is often the main reason buyers choose one product over another.
So if you put a higher price tag on your listing, you won't be able to attract more customers. If you want to increase sales, you need to be very smart about your listing pricing. Here, we'll share some tips on how to price.
keep prices low
It's an open secret that the best pricing strategy is to keep prices low. The majority of customers strive for low prices. If an item is available on many items and you sell it at a lower price, you may get more sales even if your item has fewer reviews and ratings.
But don't just lower the price without considering other factors. First, lower the price only if your profits allow it. You don't like to sell at breakeven, or worse, at a loss. Also, certain items cannot be sold for less than a certain price. You have to find the floor/floor price for your product category. Always price your product close to that price so that your margins don't get too thin.
Increasing sales of brand new items is also related to pricing. If you don't have reviews and ratings, keep your products as low as possible. You might get some sales due to the very low price. And, if your product is of quality and provides consumers with the desired utility, it will eventually get ratings and reviews.
Once you get the traction you need on your listing, you can readjust the price to make it competitive with other similar listings.
Note : Don't lower the price too aggressively as it starts to look like a nerf. It can lead to endless price wars with competitors, which can be bad for your revenue and profits.
Price your products above Amazon's minimum free shipping
Non-Prime Amazon buyers must pay shipping for items under $25. This extra cost could be a deterrent to many buyers. So try to create your assortment with items priced over $25, especially if you want to increase sales among non-Prime members.
If you're selling low-value items with single-digit price tags, try bundling them together. For example, you can offer a bundle discount while raising the price above $25. People will be more inclined to buy discounted bundles with no shipping, rather than individual low-value items that require shipping.
Use psychological pricing to your advantage
Mentioning prices a cent or two below the whole number applies to global businesses. It's called psychological pricing, and we've all been affected by it. Mental pricing works because of how we do the math in our heads. The way we learn to count, our brains are biased towards numbers to the left of the decimal point. Therefore, we tend to record $19.99 as $19 rather than $20.
You can also use this psychological tactic when pricing your products on Amazon. You might get some sales simply because your price appears to be lower than what your competitors are offering.
Pricing has a direct but inverse link to sales. Lower prices lead to higher sales. Therefore, you need to keep your prices low while keeping your profit and breakeven points in mind. And when you can't lower the actual price, try to make it "look" like a low price.
Run optimized PPC campaigns
Pay-per-click (PPC) is one of the most effective ways to boost your Amazon listings. PPC lets you promote your set of keyword lists on the SERPs, product pages, and even beyond Amazon. Almost every Amazon seller knows about PPC campaigns and runs them. However, many people don't fully utilize their budget on those paid listing promotions.
When run effectively, PPC advertising can significantly increase your sales. A good PPC strategy can make your listing stand out from hundreds of other similar listings. You need to take these steps if you want to run a PPC campaign that drives sales.
Shortlisted for Best PPC Keywords
Like listing optimization, PPC optimization starts with choosing the best keywords for the task. A good PPC keyword is one with high search volume, relatively low competition, and reasonable bids. You can find all these PPC-related properties of your keywords through the tool . You can also find the best keywords for your campaigns and groups with automatic targeting.
In auto-targeting, Amazon's algorithm promotes a list of keywords it thinks are the most relevant. The algorithm's decisions are derived from shopping trends and consumer behavior over time. So, you can find some of the best keywords from your auto-targeted ads report.
It’s worth mentioning that automatic targeting is not as effective as manual targeting in terms of conversions and ACOS (Advertising Cost of Sales). Therefore, optimized PPC campaigns mainly rely on manual targeting.
Greater control of your campaigns with manual targeting
Manual targeting allows you to carefully select keywords for your PPC campaign. This way, you have more control over the results of your PPC campaigns. Additionally, in manual targeting, you can add and remove keywords from an ongoing campaign, depending on their performance. In short, you don't have to spend your PPC budget on keywords that aren't driving the conversions you want.
negative keyword targeting
You can also target negative keywords to improve the performance of your PPC campaigns. Negative keyword targeting enables you to choose search phrases that you don't want your listing to appear on. For example, you might not want to advertise your list of wooden chairs for the keyword "upholstered chairs."
Improve your ad returns with dynamic bidding
Amazon also allows you to use fixed or dynamic bidding. As the term implies, dynamic bids are constantly changing based on Amazon's assessment of how likely your ad is to sell. So, for example, when Amazon decides that your listing for a particular keyword has a low probability of converting, it automatically lowers your bids so that your budget isn't spent on unnecessary impressions and clicks.
Likewise, when Amazon senses that your listing has a good chance of driving more sales for a given keyword, it will increase bids accordingly.
You can improve your PPC ROI with dynamic bidding because you can get more sales for less.
Conduct weekly reviews to maintain performance
You won't be able to run an optimized PPC campaign without constant oversight. Once your PPC campaign is two weeks old, start their weekly reviews by downloading the Ads report from Seller Central. Then, look at the 7-day total sales, CPC, and ACOS for each ad group. By weighing these three metrics, you can determine how well your PPC campaign is performing on different keywords.
Low sales, high CPC and ACOS indicate poor keyword performance. You can replace this keyword with some other relevant search phrase to maintain the overall ACOS of your PPC campaign.
PPC campaigns can significantly increase sales for private label sellers who cannot honor their brand name. However, this is only possible if you run an optimized PPC campaign, where every dollar spent is attributed to increased sales.
Drive external traffic to your Amazon listings
Growing sales on Amazon is about innovating and doing things no one else does. For example, most sellers focus on the traffic they can get on Amazon. However, you also need to go beyond that. From Google to social media platforms, there are many other avenues for generating significant traffic with a large pool of qualified leads.
Benefit from using the Amazon Affiliate Program
Amazon Affiliates run digital marketing-powered websites and pages where they reference relevant Amazon listings in published content. As a seller, you pay users a referral fee when they click on the listing link they embed in their post and make a purchase.
In addition to boosting sales, referral traffic can also improve your SEO performance on Google. Let's say your listing appears on multiple high domain authority affiliate sites. In this case, this high-quality backlink profile can also increase your visibility on Google for the same keywords that you optimize your listing for.
In short, referral traffic can also increase Google traffic for your listing in the long run. Since both types of traffic come from relevant content/search queries, they also lead to conversions and sales.
Engagement through social media
Social media platforms have become an integral part of promoting and selling goods online. You can also use them as an Amazon seller to boost your sales. If you're an Amazon brand owner, you can create relevant pages on Instagram and Facebook to promote your brand's story.
Move to daily releases, where you can tell users how your product solves their pain points. However, try to post content that provides value, not just promotes your product. For example, if you sell door storm plugs, you can post about the eco-friendly look of insulation, the dangers of noise pollution, and more. You can then position your product as a solution and add your Amazon listing link to your post.
In short, you should use social media to convince users to buy your product, not hard sell. Traffic from these platforms will act like qualified leads with a higher chance of converting.
Don't forget email marketing
Contrary to popular belief, email marketing is far from dead. For the e-commerce space, it is as important as any other marketing channel. Statistics show that around 15-20% of e-commerce activity comes from email marketing.
Amazon does not allow sellers to send marketing emails to customers. So the email addresses of existing customers (which you can get from sales reports) are of no use. Nonetheless, you can get a custom mailing list from a reliable mailing list company for the demographics you want to target with your product.
Use a CTA to create a persuasive email with a link to your listing. Follow golden email marketing principles to increase email open and click-through rates. You can create separate sales streams with properly executed promotional emails.
You can get a lot of listing traffic from platforms other than Amazon. And, the more listings you have from different sources, the more sales you will make.
Take advantage of Amazon promotions
Amazon allows sellers to use a variety of promotions to increase sales. If you're new and aren't making enough sales on Amazon with listing optimization and paid advertising, these promotions can help you increase your sales. There is a list of Amazon promotions that you can use to boost your sales.
Promo codes are great when you're trying to attract customers from channels other than Amazon. You can get many clicks and conversions outside of Amazon thanks to the promo code you provide.
As the name suggests, this promotion is designed to give every customer who lands on your listing a fixed discount on the actual price.
social media promo codes
If you want to generate more sales through social media engagement, use this Amazon promotion model. In this promo code, Amazon essentially creates a separate landing page for you with the discount applied (which you select in Seller Central). Users who click this link can quickly make purchases and checkout.
You can also offer discounts to your listings through coupons. The main benefit of using coupons is that they also appear in the search results page along with your listing, resulting in a better click-through rate for your listing. Another great thing about coupons is that they don't automatically apply to every sale. Buyers have to clip coupons to get discounts, and many of them don't.
Prime Exclusive Discounts
If you want to boost your Amazon Prime sales, offer a Prime Exclusive discount. However, these special discounts are at least 10% of the item price. Prime Exclusive discounts appear in search results and in the Buy Box with strikethrough price and save details. These tags can also increase your listing’s click-through rate and conversion rate.
Incentives always attract customers, and so do people who shop on Amazon. You can use different promotional incentives to attract more customers and increase sales.
Try to increase the number of comments
Online shopping and purchasing decisions rely heavily on the social proof available on the web. The reviews section of an Amazon listing provides proof to potential buyers. A highly optimized or well-targeted PPC listing may not deliver the desired sales if reviews are insufficient. Without enough reviews, many visitors may leave your listing.
On the other hand, a large number of reviews that exceed a four-star rating will always leave a good impression on the visitor.
You can take these steps to increase the number of comments on your listing.
meet customer expectations
In order to collect reasonable positive reviews, the delivery is made according to the buyer's expectations. There are no shortcuts. If you continue to deliver quality and usability through your products at reasonable prices, you will keep getting great reviews.
Never forget to click the "Request Review" button
Many sellers think they have completed the order after the delivery has been processed. However, it is not. At least five days after the order delivery date, you need to go to the order details page and click the Request Review button. This will send buyers a standardized email to leave product and seller feedback.
You don't have to do much with dissatisfied customers. They often leave harsh comments themselves. In contrast, satisfied customers are generally less concerned with leaving reviews. However, when reminded, they write a review (and a good one).
Therefore, this request serves as a reminder and brings you comments that would not otherwise exist.
Use Product Inserts
Amazon allows sellers to add "product inserts" to product boxes or packaging. You can use them to remind buyers to leave reviews. You can add QR codes to these inserts to make it easier for buyers to leave reviews.
You can also tell them about other products and services you offer through these cards. Don't incentivize customers (such as offering free products or gift cards) when asking for reviews. This violates Amazon's TOS.
Customers are more likely to buy an Amazon product with 100 reviews than an item with 10 reviews, even if both items offer the same item at the same price. So if you want to increase your sales, always try to increase your listing’s comment rate.
Keep an eye on competitors
Last but not least, if you want to boost your sales, you need to keep track of how the most popular listings in your niche are doing. Whenever you enter a product category, you can see top-performing listings through search results and BSR.
Learn how the sellers behind these listings craft their listings. Try to deduce their optimization strategy for lists.
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