Category Archives: Amazon product sponsored ads

10 Tips to Increase Sales on Amazon & Other Marketplace

In the age where marketing plays a major role in increasing sales strategies have to be developed accordingly to cater to the needs of your customers. For this, it is very essential to know your market and your customers. Do a thorough research on their needs, understand what they want and supply them accordingly. Whether you are doing on ground marketing or digital marketing, make sure it meets the needs of your customer which will be a driving factor for them to return back to your products.

Conversion of your sales begins when your product is listed in the right category and providing offers to your customers which they just can’t refuse. Here are some focus points you can keep in mind while pitching to your customers:

Tips to Increase Sales

Tips to Increase Sales

  • Images speak louder than words: Selecting and showcasing the right set of images on the e-commerce platform can make a considerable impact on your sales. Images with high-quality resolution can display the details you want to show and can stimulate the imagination of the buyer and inspire them to purchase the product. Also, keep in mind to post images with different angles so that it allows the customers to view the product from different angles and make a sound decision.

  • Details and Descriptions: Make sure to include bullet points in your product description section making it easier for customers to read and comprehend. A proper description of the product helps consumers imagine how can they handle the product. The most important thing is to provide authenticate description and not just mere words luring the consumers to purchase. Make sure to deliver what you promise your customers.

  • Placement is the key: There are two sets of buyers online. One who knows what exactly they want and have thorough knowledge about the product they want to purchase. The other kind constitutes the major population of the online buyers. These are the kind that will browse by category. For this, as a seller, you need to be well aware that in which category and sub categories your products fall in. This makes browsing easier for customers of the second category and it will be helpful for them to locate your product.

  • Pricing and Shipping: This is one of the major points to keep in mind while selling your product online. It is essential to provide competitive prices and the prices which justifies the product you are offering. Do a proper research on the competition and develop a compelling price point. The other major factor is the shipping which plays a key role in the decisions of the customer whether or not to buy the product. Include more shipping incentives like provide free shipping or shipping discounts for your regular customers.

  • Customer Service: This is one point where most of the sellers fail. They feel that after their product has safely reached the product to their customers in good condition, their job is done. In fact, this is the starting point to build good relations with your customers. It is very important to get the customers feedback which provides you key areas to make your product better. If the product is damaged or not meeting according to the customer’s desire, make sure you replace it. Only this way will you able to gain their trust and make them come back to you for more.

  • Competitive offers: Know the details of the products that your competitor is selling which are quantity, quality, product size, pricing, shipping etc. After this, improve your products in a way that it offers something more than what your competitors are offering.

  • Promotions: Promotional offers can serve as a one big driving factor for any customers. Offers like free shipping, off-season discounts etc. Amazon had come up with a promotional strategy which increased their sales manifold which is free shipping on orders with eligible items with a total price of 35$ or more. It received so much attention that Amazon made it a regular feature on their website.

  • Fulfillment: If you really want to learn unique marketing strategies you should research about Amazon Marketing Services. They come up with such fresh and new concepts that you can’t help but marvel. One such concept is Fulfillment by Amazon (FBA) where you can leverage Amazon’s fulfillment networks to make your orders eligible for prime delivery. You can send your orders to Amazon fulfillment centers where they pack and ship the products and provide customer services accordingly.

  • International Listing: Making your product open across the globe by listing it internationally will increase your customer base potentially giving you an instance access to millions of buyers worldwide. Using Amazon Global Services can help you expand your business not only in India but even in abroad in countries like United states, Canada, Mexico, UK, France, Germany and much more.

  • Exporting Inventory: By availing the option of FBA Export which is a service extended by FBA to aid the sellers and bridge the gap between the sellers and their potential buyers. When buyers abroad place an order for your product, Amazon picks, packs and ships your products to the concerned buyer. This help in reducing the traditional barriers that a seller can place while exporting their products.

  • A Targeted approach to advertising: Amazon provides special importance to sponsored products which help you promote your listed product. You can choose your product you want to promote, add keywords to narrow down the search for the customer and enter a cost-per-click bid. When a buyer searches using the keyword, Amazon displays the product and takes the buyer to your landing page. What’s more is you will only have to pay their fees if a buyer clicks your ads.

Using such tips will help you to set your business online not just in your home country but even internationally. If you really want to know more about online marketing services, it is advisable to read the content that Amazon provides for unique ideas to do targeted marketing.

 

Sales Just Dropped, Before You Panic, Check These Sales Parameters (Amazon)

When sales drop on Amazon it hurts and that’s why it’s so important to make sure you’re capitalizing on all of the sales that you are getting right now by converting those customers into reviews.

1. AM I IN THE MIDDLE OF A SEASONAL DIP IN MY NICHE / PRODUCT?

Now if you’re just starting to sell on Amazon, it may be difficult to answer this question. However, many products have a cyclical sales slump each year specific to its category. Keeping track of your monthly sales is a great way to see your yearly sales trends and to prepare for future changes in the market. For now, you might reach out to a friend or Facebook group and ask others in your niche if this is a common time for slower sales.
For example, some sellers may experience a sales dip in February for various reasons. The first time this happens, they may be tempted to blame their own efforts or their product. But the next time February arrives, they can either adjust their expectations or adjust their marketing to try to overcome the slump.
Though statistics are difficult to solidify, many online sellers will tell you that September and October are often slower online sales months. This is often due to the fact that school has recently started and holiday shopping is far from beginning. Sales will often begin to increase as you get closer to Black Friday. If you notice your sales are dropping from your summer highs, don’t freak out just yet. You may just be experiencing a normal sales slump.

2. DID I LOSE THE BUY BOX ON MY LISTING?

You’ll want to check to see if someone else has acquired the buy box on your listing. The “buy box” is the box on the right side of your listing where customers choose to “Add to Cart”.

 

Notice that below the Add to Cart box that there are other sellers on Amazon selling this exact same item. It is possible for one of those sellers to “win” the buy box from this seller and gain sales from their listings.

How do you keep your “buy box”? Amazon determines ownership of the buy box based upon (1) Price, (2) Availability, (3) Shipping options, and (4) Customer Service. In other words, the healthier yor seller account and the more competitive your pricing, the more likely you’ll win the buy box.

How do you know if you have the buy box? There are two ways.

First, you can simply go to your listing and see if anyone else is trying to fulfill your product. If you notice another seller listed below the Add to Cart box, you may have competition that can steal the buy box from you.

Secondly, you can see if you’ve retained the buy box in previous days by accessing your account on Seller Central. Simply log into your account, scroll down to the Sales Summary on the right side of your page, then click on “View more of your sales statistics” below your summary.

 

On the next page, scroll down to the “By date” section on the left side of your Business Reports menu. Click on the “Detail Page Sales and Traffic” link.

 

Now your page will load a report showing your sales stats by each day of the month. The seventh column over will be the percentage of time you owned the buy box. If you notice that your percentage has dropped in the last day or two, you’ll want to see who else is selling your product online.

If you’re the only seller listing your product on Amazon, you have nothing to fear. However, on a personal note, I was surprised to find that another seller had purchased several units of my product (apparently during a promotion) and then listed them for resale on Amazon at a lower cost than me. Suddenly, we were losing the buy box from someone hoping to make a quick buck. Lowering our price was the key to winning it back.

3. DID I RECENTLY RECEIVE A POOR CUSTOMER REVIEW ON MY LISTING?

Imagine that a customer has come to your listing to check out your product, and they want to make sure it’s legitimate. So even though you have close to a 5 star review average, they scroll down to see what people are saying about their purchase. And there, sitting at the top of the review section is your latest customer review – a one star review stating that this product just wasn’t what they were expecting at all.
You can imagine, then, that customers can be scared away by the latest review being a poor one. So it’s a good idea to look at your listing during a sales slump to see if you’ve got a bad one waving to everyone at the top of your review section.

 

4. DID A SALE OR PROMOTION FOR MY PRODUCT RECENTLY END?

Many times, Amazon sellers are really bad about creating systems for their business. For that reason, deadlines and end dates fall through the cracks.
When you see yourself suddenly hitting a major sales slump, you may want to check to see if something connected to your listing has expired. For instance, were you running a Christmas sale price to the end of December which raised holiday sales? This could explain why your January 1 sales suddenly dropped. Or did you offer a coupon code through another site that ended recently? These can easily explain the dip in sales.
You also may have an advertisement running on Facebook, Pinterest, or other social media platforms. Did that ad campaign recently expire causing your traffic to slow which in turn caused your sales to drop?
Think through as many of these sales related expiration dates as possible and investigate.

 

5. DID SOMETHING GO WRONG WITH MY AMAZON SPONSORED ADS?

If you use Amazon’s PPC ads, you know that they’re a huge source of traffic and sales. If you’re not using Amazon PPC yet, you need to. To get started, check out our other article, “How to Set Up an Amazon PPC Campaign” where we give you step-by-step instructions to setting up your first campaign.

If you’re running Amazon PPC, this is a great place to look for the answer to your sales slump. Two common scenarios that have caused Amazon sellers great anxiety are:

1.  Amazon PPC payment was declined. If your bank account is running low, it could cause Amazon’s payment processing to be declined. If this occurs, you will not receive any notification from Amazon. Your ads will simply stop running.
2.  Amazon Sponsored Ads reached its end date. I always recommend setting an end date to your Amazon PPC ads when you’re first getting started, but when you do, you have to remember which end date you chose. If you’re experiencing a sudden decline in sales, check to be sure your campaign hasn’t ended.

6. DID MY GOOGLE ADWORDS CAMPAIGN TURN OFF?

 

Outside of Amazon Sponsored Ads, many sellers turn to Google AdWords to send traffic to their listing. And if you work hard at it, Google can be a tremendous source for traffic and sales for your product.
So you might want to just check to be sure that your Google AdWords account didn’t turn off for some reason. Your AdWords account can be suspended if you your product doesn’t comply with their criteria, your payment for your past AdWords was rejected, of your campaign reached the end date.

 

CONCLUSION

There are two sources of encouragement for Amazon sellers who experience a sudden sales plummet. First, it’s comforting to know that you’re not alone. Every seller has experienced the anxiety of watching sales slide off the cliff. Thousands have experienced it and lived to see the day. Heck, many of them grew stronger from it. You can, too.
Secondly, it’s comforting to know exactly where to start looking for answers. Hopefully, these six checklist questions will help you get started with the most common sources of sudden sales decreases. And the longer you stay at it, you’ll be able to add to this list.
If these questions helped you in a time of need, don’t forget to share this checklist with your fellow Amazon sellers.
Sometimes Amazon sales drops are temporary and so it’s important that you capitalize on each and every sale. It’s crucial to convert your everyday customers into reviewers of your products and the best way to do that is by simply asking your customers for a review after they buy your product.

 

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5 Simple & Less Expensive Ways to Get Sales in Festive Season

Increasing online sales is the primary goal of all businesses, large and small. Whether you run a retail shop or sell on an e-commerce giant like Amazon or Flipkart, increasing sales through online channels is a little more tricky than you actually think.

Fortunately, there are numbers of ways you can make more sales online, many of them can be implemented right away. Here are 5 actionable techniques you can use to increase online sales performance.

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Increase sales using Facebook

The festive season is the peak time to reach new customers, increase conversion rates, and boost sales. Advertising on Facebook is almost always a good idea, but you always need to have a strategy and attainable goals behind your campaigns – and at this time of the year, it should be less about awareness, and more about conversions.

  • Facebook Page – Be sure to include clear and visible calls to action and a button to get people to your site as easily as possible. Invest in graphics that are fun, unique, and seasonal.
  • Carousel ads – Carousel ads are a highly effective way to feature a variety of products, events, or services that can be linked directly back to your site with call to action buttons
  • Seasonal campaigns – A theme based campaign can be a great way to encourage your audience to share your festival discounts. For example, giveaways, coupons, flash sales are all great to engaging your audience and encouraging them to share your promotions with their friends.

Increase sale using Google

The number of searches in google increase in the festive time, why not make all those searches you prospect customers using Google Adwords.

What can Google do for you?

  • Measurable – With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. It’s very easy to measure your return on investment (ROI).
  • Cost Effective – You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend.
  • Maximum Relevance – When you run a Google Adwords campaign, the clicks you received will be mostly related to your keywords
  • Location Targeting- Google AdWords allows you to target specific geographic locations.
  • Language Targeting- AdWords has over 40 language options for campaign targeting.
  • Time Targeting- AdWords allows advertisers to select specific hours during the day for optimal targeting.

Email marketing

While it may sound like email is the last thing anyone will consider checking during the festive season, the fact is that email marketing is still one of top marketing tactics. Considering that 25% of all email sent during the year goes out during the festive season, it’s time to start planning your email marketing campaign.

  • Exclusive, Subscribers – Only Discounts- Why not reward your loyal Customer with an exclusive offer? Whether that means offering them a discount on online products, providing free shipping, or creating another lucrative promotion, your Customer will appreciate the kindness you’ve extended.
  • Festive wishes- Without your customers, your brand would not exist. This holiday season, show your appreciation with a “Happy Festive season!” email sent to clients, subscribers, and other connections. Going the extra mile proves that you care about your network and wish them the best during the holiday season.Add a layer of personalization further proves your commitment to the happiness of your customers and connections.
  • Shopping Reminders- Are you hosting a festive sale? Make sure you remind your customers and subscribers! Otherwise, how will they know to shop? Shopping reminder emails don’t need to be overwhelming or frequent. A simple reminder to take advantage of a great online or in-store shopping discount can go a long way!

Text Message Campaign

SMS marketing is one of the best for hosting festive sales . The possibility of your email going uncheck is high but with the good open rate of SMS, there are greater chances of increasing conversion. Some technique for text message.

  • Weekly text message – A simple weekly “text tip” keeps you in front of your prospects while providing value and paving the way for other types of text messaging.
  • Send out flash texts about Discounts – Flash sales announced only via text message are a great way to make your customers feel special and build excitement around your text message marketing.
  • Festive- Without your customers, your brand would not exist. This holiday season; show your appreciation with a “Happy Festive season!” SMS sent to clients, subscribers, and other connections. Going the extra mile proves that you care about your network and wish them the best during the holiday season. Add a layer of personalization further proves your commitment to the happiness of your customers and connections.

Selling on Amazon –

Try out the Amazon sponsored add services, Keyword Optimization, optimized bids, create targeted campaigns, boost sales to increase the visibility of your products and ultimately increase your sales.

  • Promotion – A promotion offers an incentive for a customer to make a buying decision sooner rather than later, or to choose one product or seller over another.

Types of promotion are – Money Off (Purchase Discount),Buy One Get One (Free Product),External Benefit. Customer reaches a minimum threshold, either by spending a dollar amount you’ve specified, or by buying a certain quantity of a product or products.

  • Sponsored ads – With more than 350 million products on Amazon. it becomes more and more difficult for sellers to get their products in front of the customer. Thus, Amazon’s “Sponsored Products” ads are becoming extremely popular among sellers as they offer minimum cost to advertised their product. BM Consulting helps Amazon sellers avoid some common mistakes and get the most out of Amazon Sponsored Products.
  • Amazon FBA – Amazon has created one of the most advanced fulfillment networks in the world, and your business can benefit from our expertise. With Fulfillment by Amazon (FBA), you store your products in Amazon’s fulfillment centers, and Amazon pick, pack, ship, and provide customer service for these products. Best of all, FBA can help you scale your business and reach more customers.
  • Lighting deal – Lightning Deals can be found throughout Amazon.com, and are available on the Today’s Deals page or Prime Day page. Lightning Deals are available, one per customer, until either the promotion period for the deal expires or all the available inventory is claimed.Since Lightning Deals are time-sensitive, it’s important to complete your order as soon as possible. You can sign up to watch a Lightning Deal up to 24 hours before it begins.
  • A+ catalogue – A+ Content is a detailed product descriptions, rich images, charts and narrative copy to help customers make informed buying decisions.This premium content from manufacturers is meant to drive more conversions on a detail page. According to Amazon, A+ Content can increase sales on average 3 to 10% by educating the consumer about your product and brand.

Facebook Dynamic Ads for Amazon Sellers

Dynamic ads are instrumental in influencing customers who have left your Amazon storefront before completing a purchase. As the name suggests, dynamic ads are those that follow you around after you have viewed a product and refrained from buying it. These ads are mobile friendly and that’s one reason why they end up giving great results. Thankfully, Facebook has introduced the platform for dynamic ads. With the advent of dynamic ads, Amazon sellers are expected to benefit at large as this is a channel through which they can get hold of potential customers. After all, a person who has viewed your product has some idea and a requirement which in turns means that they are much more likely to hit a purchase on those products than a fresh customer.

You might have been a target of dynamic ads yourself. Have you ever been on Amazon just to browse through a few products and then later on whenever you log onto Facebook, you continuously see those products or similar ones? Those are the dynamic ads – a typical example of remarketing techniques. Facebook happens to be one of the best platforms to run dynamic ads on. Statistics show that smartphone users check their Facebook accounts approximately 14 times in a day. And internet users spend 20% of their online time on Facebook. These figures expose the vast opportunity that lies in Facebook for attracting your target audience.

In order to run dynamic ads on Facebook, you will have to set up a business manager account on Facebook and also install Facebook Pixel. The following steps are to be followed for the set up:

  1. Download the product catalogue from your site
  2. Upload these feeds on Facebook using business manager
  3. Create your ads

Facebook offers templates for dynamic ads which save you the time for creating your own ads and it comes in single or multiple ad units. Facebook dynamic ads usually work best if you have traffic of 500 unique users per day on your website/storefront. For detailed information on the process of setting up dynamic ads, you may refer to this link.

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Some well-known brands and companies have reported exceptional results through Facebook dynamic ads:

  1. Shutterfly – 20% increment in the click through rate
  2. Jewelscent – 3 times reduction in the cost per click
  3. Target – over 20% increase in conversion
  4. Jon Loomer – cost per click greatly reduced to about $0.08

So get going ahead with the help of Facebook dynamic ads! If you require any assistance on Facebook marketing or Amazon sponsored ads, please do not hesitate to contact us.

The ‘ Clicks but No Sales ’ Scene in Amazon

As a seller on the Amazon online marketplace, you will be faced with multiple scenarios in terms of results. Sometimes, your products will be performing so well, without even having a satisfactory ranking on the search engine result pages. At other times, you will on the top of the list for almost all relevant keywords, but you will not even manage to get a few good impressions. A similar situation to the above is when a particular product is getting trafficked with numerous clicks but surprisingly; the sales numerals will be very disappointing. The fact that you are getting clicks shows that you should be doing rather well with the search engine results and ranking. It is the product page that needs attention, since it seems to be the actual ‘culprit’ in this case of lower sales. We shall discuss herewith a few changes with respect to your product or product page. Let us a take a look into how to manage a product page that has a good number of clicks but no (or less) sales.

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  1. Competitor Analysis

No business can exist without embedding this concept in its strategies. In Amazon, you might have won over the buy box, but there are many other sellers having the same product as yours and they will be implementing all possible methods also in order to take over that buy box ownership. It is necessary to review and keep an eye on the ‘other prices’ available for your product. If your stated price of product, shipment costs or shipment timings are not competitive with the others, your products will not be bought despite the click. Keep a balance between your shipment cost and the product price. Make sure your delivery timings are not crossing the boundary and broaden your acceptance of payment methods for your customers.

The above example shows that the offered product price of the perfume 225, but there are other offers of the same product available in 195. There are high chances that the product will be not purchased from this particular seller despite having a product page click.

  1. Get those good reviews

Bad reviews or lower star ratings on a product page are immediate roadways to click wastes. If your product reviews are not up to the mark, there are very low chances of the click resulting in a sale. In today’s world of hyper-networking, reviews play a vital role in driving sales. However good your product may be, if an older customer has left a bad review due to your packaging, the new customer will hesitate to purchase from you. So it is a must that your overall performance is above the average mark. It is always a good idea to get back to your previous customer base and request them for some reviews if they are happy with your product.

  1. Correct your content

Reviewing and revising your product detail page on a regular basis is very important. Firstly you should make sure that any of the metrics listed (including packaging details, shipment details and others) are not non-realistic. Keep in mind that online shopping completely takes away the physical aspect from customers and therefore your brand has to be trusted enough to ensure regular sales. For the trust, you have to be truthful. Ranging from product images, colour details, shipment details and every other minute point, you must make sure that whatever is listed is true and not mistakenly/wrongly mentioned. Making your product detail page as honest and clear as you can is the key to winning customers and getting good reviews too.

  1. Irrelevant clicks identification

There are quite sometimes when our product page is directed through irrelevant clicks which in turn arise due to wrong keywords that have been added mistakenly. A good example of this scenario is that ‘school bag’ product page is getting clicks through the keyword ‘school bottle’. We can identify the keyword pathway to our product page clicks, and if it is noticed that the clicks are arising through irrelevant keywords, you should immediately take them away. Keyword optimization is the key to reduce all irrelevant clicks on a product page.

  1. Offers and Promotions

If you have been following all the above agendas and still notice that your clicks are high with no (enough) sales, it should be a good idea to introduce an offer or promotion to your product. Offering a visible discount on your products might just trigger the buyer to pick your product. Show your customers how much they are benefitting by purchasing from you and your sales should hike. Another option is to give promotions such as ‘BUY 1, GET 1 FREE’ or ‘SHOP FOR 500 OR ABOVE AND GET FREE SHIPPING’. Such promotions on your products will also help in increasing sales.

If you are also suffering from the ‘clicks but no sales’ on Amazon, try the above techniques, you should get much better results. Selling on Amazon comes with a whole package of issues on its own. You have to keep an eye on content optimization, make sure your account health is performing well, have a good buy box ownership percentage and also keep up with your product page details. Amongst these, account health is very important as it helps from getting an account suspension on Amazon. You may contact us for any further assistance with Amazon – Sponsored Product ads, content optimization or account suspension get back.

Amazon Metrics That Affect Product Buyability – Part I

There are numerous factors that eventually end up influencing a particular product’s buyability. We shall deal these in two sections, this article covering the first section.

Fulfillment

Although a seller has a total control over parameters such as efficiency of his services, fulfilment is one factor that highly impacts the buy box share. Sellers have two options for fulfilment:

  1. FBM – fulfilling all products by themselves
  2. FBA – Fulfilment by Amazon, whereby the whole product catalogue is dealt by Amazon

Usually, sellers end up with a mix of these two methods as it provides real strategic management. Fulfilment by Amazon significantly affects your buy box ownership and for those sellers who do not yet have their products in the buy box, it helps them to have a speedy acquisition. But, it is important to identify products that actually show a good improvement in buy box ownership through FBA (some products may perform well through FBM itself).

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Fulfilment latency is also an important factor that impacts the product buy box. Latency is basically the shipping time – time taken for the seller to ship out the product after receiving an order. Sellers are required to enter their estimated shipping time in the product specific feed entry. Remember NOT to leave it blank as Amazon picks up a default value of 1-2 days which might not be realistic for you. If your shipping time does not match with the one entered, it will negatively affect your seller rating. For obvious reasons, lower latency times hike up the chances of buy box ownership.

 Landed Price

Landed price is the total cost that needs to be paid by the customer; the product price and shipping cost added together. Fulfilment and landed price happen to be the most prominent factors for the buy box ownership.

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The lower the landed price, the higher chances of winning the buy box. Amazon strategies highly depend on pricing, so sellers have to be ready for certain amounts of sacrifices or use innovative price listing ideas. Repricing solutions are also available for sellers for a closer monitoring. For example, considering the same product above, other sellers have the following criteria:

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There are two sellers that have a free delivery option but the landed price is high and that is why Amazon gives the buy box to the seller above, who has a lower landed price than others.

There are many Amazon metrics for the buy box that are dependent on the customer but landed price is one factor that is complete control of the seller. One point that may be utilised by sellers is to embed the shipping costs into the product price. Free shipping tends to attract more customers. At the same time, you have to make sure that your landed price is not rising up; it’s a game of optimising for the best solution.

Seller rating

Seller rating is an Amazon automated overall assessment given to sellers based on their performance on the marketplace and it reflects how well you are handling your inventory management, order management, fulfilment and customer service. Here is how the account health looks like in a nutshell:

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This criterion is judged by a number of metrics. We shall look into each one in detail.

  1. Oder defect rate

ODR is the percentage of orders that have been reported with any type of issue divided by the total number of orders for a particular product.

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Amazon recommendation for the above metric is less than 1%. There are three components that constitute the overall ODR:

             i.       Negative Feedback

Negative feedback rate is the number of negative feedbacks that you receive from all the orders you fulfil.

        ii.          A-to-Z claims

This is claim from a customer to receive back funds in case of repeated order defects or likes

       iii.          Service chargebacks

This is similar to A-to-Z claims but in perspective of card payments and bank issues.

  1. Recent Customer Metrics Data

This metric compiles your performance with respect to the customers on Amazon. It is also governed by three components.

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i. Late shipment rate

Failure to send a shipment confirmation through Amazon within 3 days of your expected shipment timeframe adds on a late shipment.

ii. Pre-fulfilment cancel rate

This is the rate at which a cancellation of an order occurs from the seller, before shipment confirmation through Amazon. This usually occurs due to stock issues.

iii. Refund rate

A refunded order is one that you refund for the customer post a shipping confirmation. This does not always end up negative.

  1. On-time delivery score

On-time delivery is a direct and close measure of how well you manage your inventory and efficiency in fulfilment areas. Amazon recommendations for this metric are on the higher side and this is comprises of 2 components.

i. On-time delivery rate

This is the percentage of the orders you have shipped that have been received on or before time.

ii. Tracked delivery rate

This is the percentage of your orders that have the facility of order tracking.

  1. Buyer-seller contact response time

This is one of the metrics that related to customer service quality. A late response is considered as a reply sent to buyer post 24 hours of customer message or inquiry. Amazon research proves that orders that have efficient communication receive 50% less negative feedback. Once a communication has been completed, a seller can mark it as ‘no response needed’ so that he is not penalized for a ‘no response’.

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Seller feedback

Although this metric does not match in weight when it comes to buy box share influence, it is directly related to it. Amazon works on a customer oriented process and therefore sellers with a high positive feedback are likely to win the buy box share.

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 There are 2 factors that are included in this metric:

i. Seller feedback score

The total of your 1 to 5 star rating are translated to calculate the total positive ratings using the following rules:

  • 1 – 2 stars: negative
  • 3 stars: neutral
  • 4 – 5 stars: positive

These details are not displayed on the product page, you need to scroll through all offeres to view this score for the sellers.

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ii. Seller feedback volume

This refers to your total customer feedback received in the past 12 months. The final score is calculated as the total number of positive feedbacks divided by the total number of feedbacks. Having large volumes of feedback increases customer confident in buying from you and thus accelerates the purchase decision. The general score in this category is 7 – 9 %, and not usually less than this.

Product discoverability and buyability are the key concepts of increasing sales on the Amazon marketplace. Some of the factors that are related to these concepts have been described above herewith. There are other factors also that affect the buyability which will be discussed in part II of this topic. For further information, you may log on to www.bmconsulting.co.

An Overview of improving sales probability on Amazon

Selling, maintaining and advertising on the Amazon platform demands a distinctive approach to success. Ranging from the application of varied resources to sophisticated strategies; it necessitates a holistic approach towards upholding a prosperous position on this marketplace. Adding on to the stress and strain, the marketplace is absolutely competitive, resulting in the optimization to be a complete challenge. Central concepts of contesting these challenges happen to be Product dicoverability and Product Buyability.

Let’s start off by defining these concepts:

Discoverability – A product’s discoverability is its ability to be found on the Amazon platform from the consumer’s point of view. It is important to remember that Amazon SERPs are product oriented and sellers have limited entitlement of increasing product sessions. Therefore, overall it is the product which needs to be focussed on. Increasing the discoverability can be related to driving traffic in terms of traditional marketing.

The following is an example of an Amazon SERP for the keywords ‘chandeliers for living room’:Untitled

As seen from the results, the product ‘Prop It Up Antique Design Brass Chandelier – 5 Lamps’ is listed among the best sellers and is also the first product on the result page. Amazon shows the product price range and the number of other offers (other sellers) on the SERP itself, which further promotes the purchase decision in any consumer. In a product like chandeliers, the product design plays an extremely vital role and probably that is the reason why the display of the SERP is in the tiled format clearly showing all designs. Motivating discoverability is dependent on many factors that are portrayed on the SERP including:

  • Image quality
  • Discount rates and offers
  • Reviews rating
  • Any tags that have been achieved (e.g. best seller)
  • Payment information

All these factors together can be well dealt with in the optimization process and as we will see later on, all marketing activities eventually form a cycle whereby each process is inter-dependent and linked with the others.

Buyability – Product buyability is based on two metrics:

  1. A seller’s percentage of total buy box ownership
  2. Traffic conversion on a product page

To better understand this, let’s take an example of a corner table. Suppose this corner table received a total of 100 orders in a month. The first metric of buyability focusses on having the highest share of the total 100 orders. The second metric of buyability is highly driven by discoverability and and overall optimization practices.

Taking a closer look at the SERP for chandeliers:

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The SERP itself shows options for other sellers as well, but at this point, the buy box is with Prop it up. Looking from the perspective of this seller, buyability will be to continue having the buy box.

Discoverability is directly related to Amazon SERPs and buyability is most relevant on the product detail pages. Both these concepts are inter-related and form a cycle – sustaining a high position of sales for a particular product.

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The major goal of all marketing optimizations on the Amazon platform is to increase the conversions from all the sessions on a product i.e. receiving a higher conversion fraction from total number of sessions. Two prime ways to do so are based on the metrics of product buyability.

  1. Buy box ownership: Getting a higher number of orders is directly related to your buy box share. The higher your buy box ownership percentage, the more orders you get and as a result more revenue is generated.
  2. Product Page Optimization: Conversion rate optimization (CRO) needs to be brushed up with minute practices and best strategies such that once a customer has landed on the product page, nothing convinces him/her to leave without ordering. Robust tactics should be implemented in describing the product page content – title, description, image quality and placement, etc. Take a look at the product page of the best seller for the chandeliers:

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 Each aspect of the product detail page has been well explained on this product. Images have been provided in good resolution from various angles. The title of the page is complete including the brand name, product name, product type and product size. Good number of reviews and ratings are highlighted. The price and delivery details are also appropriately listed. Bullet points have been all utilised giving all the information that would answer the questions arising in any consumer’s mind regarding purchase. Detailed information on designing a product page can be found here.

Before investing ample time and resources on product page design and optimisation, it makes absolute sense to first grab a good share of the buy box ownership. Otherwise all these efforts will be directed towards a competitor’s offer. The question is when to start strategizing buyability according to metric 2 – conversion rate optimisation?

To start off the process, you must first dig into your sales performance reports and pick up your top performing products based on the following criteria:

  • Number of orders: Identify the products that have got the highest number of orders and then analyse on the reasons – which may include high number of sessions/page views or a higher buy box share.
  • Sessions: Look at the ASINs that have been receiving the highest number of sessions and analyse the buy box share for them. Marginal changes in the buy box share for ASINs with high sessions can result in a good number of orders.
  • Revenue: Again, working on minute changes for the buy box with products generating revenue in the higher range make pay off with significant results.

On performing this analysis, you might find quite a number of your products overlapping in all the above categories. These are the products that you should focus on performing the maximum CRO techniques, followed by the products falling individually on the top of each category. Select these products for optimisation processes.

The overall process can be summarised as a two stage process:

  1. Win the buy box
  2. Improve conversion rate

Elaborated work on these two basics are sure to drive your sales at good speeds and heights!

Designing A Product Page That Will Enhance Sales on an Online Marketplace

Design is not only about graphics, colours and visuals. Content can also be designed, fabricated and created in ways that appeal to the reader. Online marketplaces are very much dependent on content. The absence of physical presence and feel of the product make it necessary to have correct content – placed and created appropriately.

Considering the Amazon platform, the following example shows the different sections of a product page.

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  1. Title – The title is not only the first thing that the buyer sees but also acts a great deal in generating traffic. It is essential to make sure that the title is filled with all the major keywords related to the product. The following components should be present in the title description of your product:
    • Brand name – The brand name should be either the first or second word in the title. A significant fraction of customers buy using the brand name. This also helps in creating awareness for your brand. The above example starts the description with the brand name ‘IIK Collection”.
    • Category – Inserting the category in the title helps in targeting the correct audience by getting rid of unwanted traffic. In the above example the word ‘Men’s watch’ automatically narrows down the searches to only males. In case of clothing and accessories, the gender/age suffices, for furniture one may add the area e.g. kitchen, bedroom etc and for gardening one can add terms such as indoor/outdoor. Thus, depending on the product, a specific category helps in narrowing the traffic to the most relevant ones.
    • Product name – Don’t forget this one! Otherwise you will be lost in the marketplace and probably invisible to all buyers.
    • Product description – A short description (one to two words) of the product helps in generating results from a search term. In the above example, the word analogue has been aptly used together with the colour of the product.  For clothing, you may add the type of print/colour/size, for furniture the colour and size should be added and similar processes should be applied to various groups of products.
  2. Price details – Adding the price details immediately after the title further induces a purchasing aspiration in the buyer. One should add all the discounts and offers that are ongoing in the product, clearly showing the difference in the prices. Customers are trend to be aligned with discounts more than any other factor.
  3. Delivery and payment details – Mentioning the types of payments accepted gives a wider chance of purchase for any product. Prima facie, anyone would also like to know the estimated time that will be taken for the delivery. Opposed to physical buying processes, the buyer does not get an immediate access to his/her purchased item, and therefore assuring him/her about a quick delivery will increase likelihoods of buying.
  4. Bullet Points – These are quick and complete description points of the product. Every seller should make efficient use of the maximum number of bullet points available on every product page. Bullet points are used to highlight the product details in combination with its utility. In these points as well keywords should be included in good numbers so that search of the product is much easier.

The above guidelines to the product page make a product more vulnerable to search terms and automate the purchase need in the buyer’s thought process. There are many other factors such as number of clicks, ad eligibility, customer satisfaction and account suspension that significantly affect your presence on an online marketplace. You may visit our website www.bmconsulting.co or contact us on info@bmconsulting.in for further insights from experts.