How to Boost Your Visibility on Amazon: Part 2

April 27, 2015

Marketplaces Laura Lane By Laura Lane

It’s the goal of every Amazon retailer to improve their visibility on the marketplace. Standing out from the competition can be tough, but with most Amazon shoppers beginning their journey at the search bar, being seen there is the key to success. We’ve compiled these tips and tricks to help you appear at the top of Amazon’s search pages.

To help you improve your chances, we’re looking at ways to boost your visibility on Amazon. Last week, we looked at ways to provide detailed, relevant data and improve competitiveness. If you missed that post, you can catch up here. This week, we look at ways to boost conversions and build strong performance metrics.

Increase Conversion Rates

To sell more products, Amazon places better-converting items towards the top of the search results page. Products with better sales and click-through rates will return higher in search results. To help you sell your products, we recommend following these in-marketplace best practices:

  • Maintain the Buy Box. The fight for the Buy Box continues, as this remains the premier place on Amazon for generating product sales. (We broke down the essential techniques for winning the Buy Box in our recent blog series.)
  • Add more images. Try to have at least four images per product and in greater detail. Buyers instinctively react to images first. The more images you have and the better their quality, the more confident shoppers can be that they’re going to get the item they want. As with data, if you think you have better images than those already associated with the product, ask Amazon to change them.
  • Use business reports to evaluate conversion rates across your product range. Understand and analyse your session percentages against the page views, Buy Box percentages and units ordered. Make amendments based on performance.
  • Consider offering free shipping or, if you’re priced competitively, add shipping into your retail price.
  • Consider trialling FBA (Fulfilment by Amazon) to take advantage of Amazon Prime customers and Lightning Deals. Start with a selection of your product range and monitor performance against self-fulfilment. Use FBA where it benefits you most (where it can get you into the Buy Box, for example it can help boost sales on slower selling items.
  • Adopt strikethrough pricing and create promotions where applicable. Buyers love a bargain. By showing that you have a competitive price or add value, you’re more likely to entice shoppers.

Building Strong Performance Metrics

Amazon has long extolled its commitment to customer satisfaction. Amazon founder Jeff Bezos has said that:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

As a third-party seller on Amazon, you’ll be given customer service performance targets that you must hit in order to sell on the channel. Working on these goals to create outstanding performance metrics will help boost your visibility. Sellers can use their customer service metrics for other aspects of the business. To help you provide the best customer service possible, follow these simple tips.

  • Be responsive. It seems obvious, but a number of sellers neglect to respond to customer requests and feedback. This will only ever damage your sales on Amazon. Respond to each customer request as soon as you can and certainly within three days (when a buyer can open a claim). If you can, respond under 24 hours, which is in line with the Buyer-Seller Contact Response Time metric.
  • Know your A-z’s. The A-z Customer Guarantee Claim can be opened when a buyer has:
  1. Contacted you through their account.
  2. Waited three business days for you to respond.
  3. Submitted a request that meets one of the A-to-z Guarantee conditions. Which are:
    • You failed to deliver the item within three days past the maximum estimated delivery date or 30 days from the order date.
    • The item you sent them arrived damaged, defective or materially different from the item represented on the product detail page.
    • Your received the customer’s return but you haven’t refunded them (or you refunded the wrong amount).
    • You agreed to replace an item but haven’t sent it as agreed.
  • Leave feedback on feedback. Respond to both negative and positive feedback on your feedback wall. Regardless of whether you think the negative reactions are justified, respond proactively and agree to take the discussion out of the public eye.
  • Listen to your customers. The great thing about getting detailed feedback from buyers (and having this hard-coded into Amazon’s platform) is that you get firsthand opinions on your services and products. Use it to change descriptions, create advertising campaigns, alter shipping, investigate pricing competitiveness and even introduce new product ranges. It could be the best commercial advice you’ll ever receive.

 When working on your Amazon visibility, be patient and don’t expect measurable results in the short term. Selling on Amazon is a fantastic opportunity to reach new markets, so these steps are worth the effort! To find out more about how you can improve your performance on marketplaces, download our 10 Marketplaces Bad Habits You Need to Break tip sheet.

 

Blog post by Nic Dawson, campaign manager, EMEA, at ChannelAdvisor.