amazon search secrets: building a brand on amazon
TRANSCRIPT
Paul Johnson - Co-Founder● 8 years in Ecommerce● Multiple million dollar E-commerce startups● Co-Founder of Seller Labs
Seller Labs
● Thousands of Merchants● Millions of Orders● Over 1 Billion Amazon third party sales in 2014
Who Is This For?● Brand Owners● Exclusive Resellers● Resellers interested in launching their own brand
US Online Retail Sales
http://www.top500guide.com/
3 Times More Product Searches than Google
http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=1&
The Future of Storefronts● “Forty-eight percent of all
purchase decisions made in the US-that’s $1.5 trillion-are now influenced by digital decisions” (Goldberg, 2015).
● “REI recently disclosed that 75% of REI’s in-story shoppers have visited the retailer’s website in the seven days prior to a store visit” (Goldberg, 2015)
http://www.mediapost.com/publications/article/245182/hey-who-moved-my-storefront.html
Product Discovery ● Millions of consumers start their product search on Amazon. ● Many shoppers use Amazon content and reviews to help make
purchasing decisions elsewhere.
Amazon’s Search Challenge
With more than 1 Billion products how does Amazon show the most relevant items?
Pat Petriello The Amazon Whisperer CPC Strategies
What Does Amazon Say About Search?● Search is the primary way customers locate products● Searches are matched against listings
https://sellercentral.amazon.com/gp/help/help-page.html/ref=ag_10471_cont_scsearch?ie=UTF8&itemID=10471
What Does Amazon Say About Search? (cont.)
● Well-chosen keywords increase a product’s visibility
● The number of views for a product detail page can increase significantly by adding just one additional search term
What Does Amazon Say About Search? (cont.)● Factors that determine search results
○ Price○ Availability○ Selection○ Sales
● Sales drive placement
Review Secrets● Offer great customer service● Email every customer at least once.● Leave a note in your packaging
Conversion Secrets● Know Your Numbers● Optimize Your Listings to convert● Send highly converting traffic to your listings
Super Secret Tricks● Parent Children: Having variations on the same listing combines activity especially
sales on one main listing.● Super URL: You can send traffic to Amazon and target specific keywords using this
method● Brand Names: Brand names that contain keywords may help products rank● MPN: Part numbers that contain keywords may help products rank● Category: Placing your item in a less competitive category can help you achieve
better placement in that category○ Ask for category managers if you don’t get the response you desire
5 Key Take Aways● Optimize your listings for keyword relevance● Optimize your listings for better conversions● Develop a strategy to encourage quality reviews● Drive highly converting traffic to your listings● Leverage FBA if possible