Category Archives: Amazon Enhanced Brand Content

Know How You Can Sell Products That Don’t Sell

SALES DOWN ON AMAZON

Every product listed on any of the e-commerce websites is for selling but is that what is happening in reality? Nope, not really. Great products are not selling. Now, Why don’t the products that are of great quality and purpose not sell? Pricing, presentation, and placement may be a few reasons being the reason behind their failure to sell.

Non sold items become a liability for the e-store sellers and become a dead stock and in most cases, the sellers have to clear the stock in the way of sale or discounts, which indirectly, hurts their business. In fact, the current scenario is such that even the low-priced stuff and on discount are not sold either. They remain on the stocks for more than six months period.

Items often listed in discounts and sale have an invisible sign saying ‘not sold first time on display’ or ‘defected and discounted’.Such is the mentality of people who prefer buying stuff from a new product line rather than from the ‘discount’ list.

Firstly, it is important t understand why the particular high-quality product was moved to the clearance stock. Well, not having them advertised or shown off might be the main reason for a no-show. Adding a new product and the customers not being informed, will not the product on its own. The customers need to be informed and an interest needs to be created in order to sell.

Any e-retailer, big or small, has to take some important steps in order to sell their products and prevent their products from going into clearance stock. Here we have listed a few ways they can sell products that don’t sell.

  • Offers that attract and compel to buy

When a product is not selling despite being good, it is time to consider offering a few incentives and offers that will prompt the buyers to make the purchase. Offering the product as ‘buy one plus one’ and increasing the sales by selling two products combination at a price lesser than the original price. This will help in increasing the sales volume and clearing the dead stocks.

Another offer that can be made is adding another fast-selling similar product and selling both items as a combined deal. This will attract the buyers and help in selling the product that you want to sell.

  • Present comparisons

Any buyer in any part of the world has the fascination with a comparative pricing and features and attributes. If an e-retailer presents his or her products alongside another product with a higher pricing or lesser features and attributes, the buyers are more likely to go with the product which is comparatively lower in cost or has higher features and usability.

  • One time deals

Anything that is scarce and is for a limited period is always fast selling and in high demand. Create ‘limited period’ deals or ‘one-time’ deals that will pike the interest of the buyers and attract them to make an instant purchase.

  • Create scarcity

Again the principle of creating scarcity for a product will have an effect on the buyers and help in selling your product. It is often seen that products that are available anytime have a lesser selling rate. words like ‘Limited quantity available’ or ‘Offer till stock lasts’ tell the buyers that the product is in high demand, which inversely increases the demand of the product.

  • Check on your pricing

Most often products with too high or too low pricing don’t sell. High priced items may not sell as they are not affordable by many and low priced items may be a sign of low quality and low demand for the product. Thereby, having the correct pricing is of vital importance in making sure your products sell and also, earn your profits.

  • Provide complete information about the product

Lack of proper and complete information relating the product may be the reason for it not selling. Educating the buyers regarding the product, its benefits and uses will help them select your product over others in a similar category.

The bottom line is that the sellers need to be induced to buy your products and you need to come up with strategies that will prompt them to buy your product.

Please follow and like us:

Why use enhanced brand content on Amazon

Enhance Brand Content for Amazon

Once upon a time, Amazon sellers didn’t have the tools they needed in order to build brand equity and get loyal shoppers, who turn into buyers. Now, as the competition increases, the cost of advertising your product to make it look better than that of your competitor’s has also increased. There are many categories customers look at while buying products – most popular to lowest prices. This makes the entire process harder to achieve maximum profits.

There are certain features like Enhanced Brand Content (EBC). This gives brand registered sellers an opportunity to bring their product into the limelight. Enhanced Brand Content makes your products stand out from the other competitors. The only cost you will have to bear will be of that develop content.

How do you display Enhanced Brand Content? 

You can view Enhanced Brand Content on both desktop and mobile devices. But, if you view it on your phone, it has slightly more benefits to it. Mobile devices feature Enhanced Brand Content as the 2nd piece of content for display and a buyer will see it in the centre if they scroll past the Add to Cart button. And while mobiles have a better view, desktops have a better perspective. If you view Enhanced Brand Content on a desktop, you can see that there are columns and images in an order that you would like to see. Unlike a mobile phone where they are supposed to be viewed in a collective arrangement, which is a change from the actual visuals. The layout explains more about the product and acts s a story, which attracts customers and appeals to them.

How to get started with Enhanced Brand Content?

Enhanced Brand Content is only available for brands that have registered themselves with Brand Registry 2.0 and are active members of the same. This requires a principal trademark with the USPTO. Depending on the category that you want, you will have to submit EBC. It can be either at the parent or child level. If you have a large catalogue, you should opt for a parent as a child will take time.

What are you supposed to do with Enhanced Brand Content? 

You can customize your Enhanced Brand Content pages with many options; there is no limit to it. There is a choice between 13 different modules. You have to make your choice for the selection of an ideal display for your products. There is a comparison chart where you can put up to 5 products to a simple image with text overlay. While you’re at it, you should also try out the Alt-Text fields for each image. This helps improve your visibility in searches and makes sure you don’t miss out on important terms that should be associated with an image. 

Enhanced Brand Content is an everchanging field that continues to evolve. It had started off as a 4-template offering which has now developed into a fully modular system. It has also expanded into Video. With the use of Enhanced Brand Content Videos, you can display a video per product in the image gallery. You can use this section to put a highlight on testimonials or product benefits. It can even be a branded video if you have a good story that will keep the audience engaged.

What are the final results on this?

According to internal data and Amazon’s data, there is an average of 5% increase in conversion rates from shoppers to buyers when Enhanced Brand Content is uploaded to a Product Detail Page. This differs from category to category, price point, and item types. This is how most things on Amazon are. Enhanced Brand Content also helps in reducing customers queries, doubts, questions, it lowers the rate of returns, and it improves reviews by setting expectations with customers.

Please follow and like us: