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