The particular myths that keep you from successful on Amazon

Success upon Amazon can best be described as a video game of tactics, with brands having to constantly adjust to the practices of recent competitors, consumer behavior or modifications within Amazon itself.

For companies looking to push their own way to the top, or stay presently there, it can be tempting to minimize the damage of Amazon by holding on to appearing “ best practices” from yrs past.

Between the work and what I see across the web commerce landscape, it’ s clear that will brands need to let go of some of these previous practices to address the current market facts of e-commerce. Additionally , by cultivating better interdepartmental collaboration, tactics may better roll up to larger tactical goals and long-term sales development.

Following are the 3 myths you need to stop believing within.

1 . You only need 5-star reviews

Naturally , you want as many five-star reviews as possible get, but across verticals plus price points, consumers care a lot more about the sheer number of reviews on the page rather than the overall rating.

The examples  below are from the recent analysis our company made from more than 335, 000 tools plus home improvement pages on Amazon, in addition to a consumer survey we conducted at the begining of 2018.

In the very first graph, top performers are items in the top 10 percent of Amazon . com sales rank at that price, while poor performers are those items in the bottom 10 percent by the exact same metric. The second chart shows the number of reviews people needed to reassure all of them before they make a purchase.

Click on the image to view a larger edition.

Brands should see this being a call to arms for more successfully soliciting reviews from customers to be able to grow market share. While there are compensated tactics like Amazon’ s Grape vine reviews program or solutions suppliers that aim to ease post-purchase conversation cadence and format, less expensive choices can include:

  • Product packaging inserts that proactively ask you review the product on Amazon.
  • Sending personalized emails in order to customers a reasonable amount of time after they’ ve received the product.
  • Responding to customer questions posted within the product page directly as they appear.

Of course , make sure to never exchange products for evaluations or risk some severe consequence from Amazon.

second . Delete old or discontinued items

In the brick-and-mortar globe, continually rotating in new products to change old ones on the shelves was obviously a time-tested strategy for invigorating sales. However in digital retail, and the endless areas that come with it, your new products aren’ t competing with your old types for limited shelf space. In addition, search engines like Google and Amazon’ s A9 use longevity-linked aspects like linkbacks and historical click rates to tell search rankings.

Given all of this, don’ t throw away the relevance and existing SEO of long-standing ASINs by removing the product web page, even if it is discontinued. We’ ve even seen brands put “ Discontinued by Manufacturer” in the item title, helping push people to analyze similar products by the same brand name.

Keep in mind that if a customer comes to a stopped product page via Google, for instance , Amazon does its best to bear them on the site and convert, via the “ Customers who viewed … furthermore viewed” banner and other calls in order to action, as seen above.

3. The only Amazon advertisements worth bidding on are group or similar brand searches

Amazon Marketing Services (AMS) headline search and sponsored item ads are a great way to catapult your own products to the top of an Amazon . com search page, and this makes it extremely tempting to focus significant portions associated with ad dollars on those related terms with extremely high lookup volumes on the site. These include category lookups (e. g., vacuum cleaner) or even competitor brand searches to rob market share.

But with AMS maturing as a whole, those terms tend to be more and more often attached to very high CPCs, potentially crippling overall ROAS. Whilst every brand should absolutely exercise due diligence across these relevant, possibly high-volume terms (and protect their very own brand searches), successful brands are searching to bid on related terms beyond their specific verticals to drive extra sales at lower CPCs.

At a recent conference, Bradzino Millberg of One Click Retail outlined this example by Moov, an exercise tracker brand, which bid on looks for Speedo to deliver AMS ads because of its own swim-focused trackers.

As another example, the headline search ad from The Traditional Kitchen showcasing its higher-end kitchen area accessories appears on a search for The Creuset — a brand of expensive pots, pans, Dutch ovens along with other cookware.

These more creative uses associated with AMS — bidding on brand name terminology where consumers have basically self-segmented — is one tactic really worth investigating in the continuing goal associated with driving more sales without throwing out your ad budget.

Bringing it all together

It’ s worth mentioning that will in the aforementioned “ game associated with tactics” on Amazon, the tactical element tying everything together is definitely an organizational structure and process that allows the best possible outcomes. This may include technologies or software elements that relieve collaboration between internal teams, yet there also needs to be a concerted energy for Amazon-focused teams to frequently (e. g., weekly or biweekly) meet and plan with their equivalent in sales, marketing or application.

Successful brands are usually overwhelmingly taking this philosophy in order to heart to help them more effectively deal with cross-departmental challenges unique to the electronic landscape, such as cross-channel inventory administration during promotional periods or obtaining new, robust digital product articles ready for launches. These regular check-ins and the organizational alignment they promote  can go a long way to ensuring enduring achievement on the digital shelf.


Opinions expressed in this post are those of the guest author and never necessarily Marketing Land. Staff writers are listed here .


About The Author

Andrew Waber is the Manager of Data Information and Media Relations at item experience management (PXM) platform service provider Salsify . In his current role, Andrew handles the analysis, editorial direction, plus strategy for Salsify’s public facing confirming on the online retail marketplace. Just before his time at Salsify, Toby served as the Manager of Marketplace Insights and Media Relations to promote automation software provider Nanigans , and as the marketplace Analyst and lead author associated with reports for Chitika Insights , the research supply of the Chitika online ad system. Andrew’s commentary on online styles has been quoted by the New York Periods, Re/Code, and The Guardian, among various other outlets.

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