With Amazon Australia’s launch right around the corner, the best Aussie brands and sellers are already gearing up to make the most of this industry shake up. It’ll be a whole new ball game when Amazon finally arrives down under, and with it a whole new set of rules about how to achieve success selling online.
Australia’s old dogs of ecommerce will have to learn a few new tricks if they want to have any kind of success on the green and gold version of the world’s most successful online marketplace.
That’s why we’ve put together our tips for how to optimise and market your product listings on Amazon Australia when it finally lands on our shores.
Amazon Sponsored Products
In the US over 50% of product searches begin on Amazon, making Google the number #2 search engine for the eCommerce industry. Despite this, for all the time and money invested by sellers into Google AdWords to market their products, we hear a lot less about Amazon’s own PPC platform for 3P sellers, Amazon Sponsored Products (ASP).
Whilst we can predict a strong performance from the traditional consumer brands that are household names, there will be plenty of room for smaller brands and private label sellers to share some of the air at the top of the mountain, and launch day for Amazon Australia will be a race to the top.
3P sellers will need every advantage they can to muscle their way past the competition to establish themselves amongst the best sellers in their category, so it may be worth investing some time and money into your Sponsored Products strategy.
Luckily for those without PPC experience, Sponsored Products caters to beginners and professionals alike. For those dipping their toe in for the first time, it can be as easy as starting an auto campaign for your products and setting a bid and daily budget that you’re comfortable with. For more experienced search marketers, Sponsored Products has a full range of keyword match types and a similar Campaign / Ad Group structure to AdWords, so you should feel at home in no time.
What do I need:
If you have a Seller Central account, you have access to Amazon Sponsored Products. Just log in and go to the Advertising tab.
Note: Seller Central for Amazon Australia doesn’t yet have the option to use Amazon Sponsored Products as the marketplace has not yet launched. We assume that it will become available on or shortly after the launch.
- Start an Amazon Sponsored Products account.
- Create an ‘Auto Campaign’ with a low CPC bid and low daily budget to experiment with the platform.
- As you grow in confidence, experiment with more match types and enhanced features.
Want to know more:
CPC Strategy have put together this comprehensive guide to Sponsored Products success:
SEO is a term that is more commonly associated with general use search engines like Google and Bing, where visibility for your website is key to success. Well Amazon is no different, and if you want to have a successful product on Amazon people need to be able to find it.
Marketplace SEO is all about knowing how marketplaces like Amazon index your product listings and decide which products to show customers based on what they are searching for.
The good news here is that you don’t have to be a technical SEO whiz to give your products a leg-up on Amazon, there are plenty of easy steps you can take to ensure your listings are optimised for Amazon’s A9 algorithm to be able to find and serve your products for customer searches.
- Keyword research – work out what your customers will be searching and create a plan for how you will optimise for those keywords. MerchantWords is a great tool for keyword research on Amazon and a must for anyone serious about optimising their listings.
- Fill out your backend keywords using a combination of head (shorter, more commonly searched terms) and long tail (longer, less common but also less competitive) keywords.
- Pick some of your most important keywords to use in your title – make sure your title isn’t ‘spammy’ or too long!
Want to know more?
A successful Amazon product all rests on listing quality – no matter how much traffic you get to your listing with Sponsored Products or SEO, if you can’t showcase your products in the best possible way to your potential customers they just won’t buy them. If you’re new to Amazon, the good news is it’s easy to put together a quality listing if you have the time and commitment to do so.
So what goes into a good quality, high converting product listing?
- Images – High resolution (1000×1000 minimum) photos of your product that showcase its best features whilst adhering to Amazon’s strict image guidelines.
- Engaging Titles – take time to write engaging titles for your product that are optimised to include your most valuable keywords without being ‘spammy’ or overlong.
- When writing descriptions and bullet points, try and put yourself in your customers shoes and think of what features they’d be most interested in. Your description is a great chance to differentiate yourself from your competitors – don’t just write another boring list of features, have some fun with it and try and create something that adds value to listing.
- Take a look at your competitors’ products and find the ones with the best listings, best images and most engaging copy and make this your benchmark. If your listing isn’t better, keep working at it.
- Play with your ‘tone of voice’ – If you’re brand was a person, what would they be like? Fun and carefree? Elegant and formal? Smart and informative? Define your brand persona and convey it consistently across your listings.
- Define your USP – Unique Selling Proposition; what is it about your product that makes it better than the rest? Make sure your images, title and description communicate this benefit to your potential customers.
- Experiment with your listing – try new images, different descriptions or swap out the features you highlight in your bullet points. Keep a close eye on your sales and conversion rate any time you make changes to determine what works and what doesn’t.
Sales History, Reviews and Star Rating
These are the big three when it comes to ranking factors for Amazon’s A9 algorithm, and they are all very much interrelated.
Products that sell more often and have lots of positive reviews are the ones that Amazon will put in front of the most customers. When starting out, focus on sales and reviews more so than generating revenue and profit.
A successful listing needs a good foundation of positive reviews, so consider launching at a lower price point – the lower the price, the faster you’ll sell and the sooner the reviews start coming in.
We’ve also observed an inverse relationship between pricing and star rating – Amazon customers expect more from products with high price tags, and will be quick to voice their disapproval when expensive products let them down, yet they can be a little more forgiving when prices are low.
Review management and solicitation is another must. Always follow up on negative feedback and try and turn those 1 star reviews into 5 stars as often as possible.
And don’t be afraid to ask your customers to leave their reviews, just be sure to brush up on Amazon’s guidelines before doing so.
- Get your review and feedback handling process and customer service ready before launch.
- Have a template ready to send to customers to encourage them to leave a review.
- Revisit your pricing strategy and margin impact and consider selling at a lower price point for the launch period to establish a foundation of reviews.
- Reach out to your best existing customers and offer them discount codes to buy products at launch. The sales history and reviews will help with Amazon’s search algorithms recognise the value of your product, plus by choosing your best brand ambassadors you’re setting your listing up for the best chance of getting good early feedback.