Amazon stands as one of the top e-commerce outlets, providing third parties a platform to set up their own sales through an already existing outlet. With an extensive user base and the ease-of-use, it’s no wonder that marketers are turning to Amazon to sell products. Both existing businesses and people looking for a way to pull in some extra income can benefit.
While setting up shop through Amazon is pretty easy, selling successfully takes more time, skill, and dedication. Part of the path to sales involves setting up an Amazon marketing strategy. If you want to learn how to sell on Amazon successfully, you’ll want to follow these best practices.
- Build Your Brand
Because so many businesses and individuals can set up shop on Amazon, you need to find a way to distinguish your brand and products from the thousands of others. You can establish your brand by understanding your niche and what products you’re going to sell. The goal is to provide the highest quality products to your customers so that they come back for more.
After you’ve figured out your products, you’ll want to observe the competition. Not only will similar sellers help you determine the right pricing for your products, but you can also see what they offer – and how you can fill the gaps that they don’t. Once you establish your brand name, look, and voice, you’ll want to maintain consistency across Amazon and your other marketing efforts.
- Use Quality Product Images
In a physical store, a product only needs to sit on a shelf for customers to see it. Online, however, images are how potential buyers get an idea of what a product looks like – and a poor-quality image can cost you a sale. Even before they read a product name in search results, a customer will notice the photo you have of your products first.
High-quality images are how you can make your product look as appealing to customers as possible. For Amazon (and most other e-commerce) listings, you want to have photos of your product from multiple angles, as well as ones that convey the size of your product. For Amazon listings, you want to photograph your products on a clean white background so it fits into the rest of the site’s listings.
- Think About What Type of Amazon Seller Account You Need
Sellers on Amazon have the choice of the Individual or Professional Seller Accounts. The Individual Seller Account is the more basic version, charging a fee for every unit sold. The Professional Seller Account instead has a flat monthly subscription fee, as well as additional features like business reporting.
Both types of accounts can be effective, but it ultimately comes down to what you’re trying to accomplish by selling on Amazon. People who want to only sell a few products on the side will have more than enough resources available to them through an Individual Seller Account. However, for businesses and people who sell a high volume of products, the Professional Seller Account is a much more cost-effective option that comes with powerful perks.
- Observe the Competition
Aside from setting up your brand to stand against the competition, you don’t want to stop there. Other sellers are working with the same goals in mind: to be the product a customer picks out to purchase. That means that they’re constantly working on researching and updating their sales processes, and they’ll take steps to stay ahead of the competition.
Since that competition is you, it benefits you to know what other sellers are up to. You can manually track these changes, but there are also plenty of tools and applications that allow you to see how other sellers are doing in terms of sales and ranking. While you shouldn’t copy another seller’s approach because it might not work the same for you, you can know when you should update your own Amazon marketing strategy to stay competitive.
- Market Your Page
Another appealing aspect of Amazon, aside from its ease-of-use, is in how the site itself does a lot of work to bring traffic and buyers to your listing. However, that doesn’t mean you can just leave your products without any marketing on your part. You need to leverage the resources that Amazon has available to best promote your brand.
Thankfully, Amazon’s resources are numerous. There are multiple ad options, from sponsored products to brand highlights that you can bid on based on keywords. You can also use Amazon’s promotions and deal opportunities to bring attention to your products. And if you need inspiration to update your own listings, you have ready access to the top 100 products to see how the bestsellers promote their brands.
- Create Effective Product Listings
Just like your product images help to draw customers in, your product listings are what give customers the information they need. You should use this space to let potential buyers know what your product is, what it does, and why it’s important. Without a well-written product description, a customer won’t know if you’re offering what they’re looking for, and they may choose a competitor’s item instead.
Aside from including the right information, also pay attention to the format of your product listings. People who shop on Amazon want a quick and effective experience – especially mobile users. Using bullet points can make it easy for people to see what your product is about. Use the space you have to your advantage.
- Encourage Reviews
You can promote your products all you want, but shoppers may take your words with a grain of salt. Instead, they look for more trustworthy sources of information: other shoppers. Amazon’s review system means that shoppers can see what people who have bought your product think about it, and star rankings can influence a purchase.
You want to encourage your customers to leave reviews. The caveat to that is that you may end up with negative reviews, which can impact your conversions. Even so, a negative review is still capable of reflecting positively on your brand if you respond to it correctly. You want to respond to negative reviews and work to make customers happy as quickly as possible. When you provide strong customer service, you show that you care about what your customers think.
Amazon’s success as one of the top third-party sales platforms can also help sellers interested in expanding to the platform. By incorporating these best practices into your Amazon marketing strategy, you can not only sell products, but sell them successfully.