Amazon SEO represents the set of marketing tactics that sellers on Amazon can employ to better rank their products’ pages organically (without paying for placement), thus building a continuous stream of customers on the store. In short, Amazon SEO leverages Amazon’s search capability to rank e-commerce pages and make more sales.
Why does Amazon SEO matter?
Generating sales on Amazon is the ultimate goal of every online merchant. Amazon stands as the unchallenged e-commerce behemoth, accounting for 13.7% of the global e-commerce market share and 52% of the US.
Ecommerce market share.
While every online vendor wishes to be a part of the rising star, selling on it comes with certain challenges that everyone may not be prepared for.
When it comes to selling on Amazon, there are but two key determinants of the merchant’s online success, bringing traffic towards the site and then converting the traffic into sales.
In this article, we take the opportunity of sharing 5 key tips that every online merchant can use to increase sales on Amazon.
Create a Great Listing Page
Getting traffic from your listings is good, but converting them into sales is the next big task.
Using attractive web copy built from persuasive text is a great tactic to engage your customers and stimulate purchase decisions.
Using compelling catchphrases, informative descriptions, and product details that highlight your product’s value proposition will help you convert your customer.
Since today’s customers share a very short span of time on online sites, you need to make sure you get the most of it by showing the best of what you have to offer.
Good content helps in engaging customers, giving them reasons to stick around, and encouraging them to explore your products.
Similarly, visual content such as images, videos, infographics, animations, and other visual elements play a central role in supplementing that engagement.
As a matter of fact, customers have been found to respond faster to good images than plain textual information.
To leverage this, make sure to use HD images with zoom options so customers can explore your product thoroughly.
You can also use infographics to explain the benefits of using your products through statistical data and graphical representations.
Secure as Many Positive Reviews as You Can
Securing reviews is sadly the most neglected practice of improving listings on Amazon.
Fortunately, they are the most effective as well. Getting reviews on your product listings has two major benefits.
It improves your rankings on Amazon search results, bringing.
They come with social proof which improves your conversion rate.
Since building reviews requires effort, you cannot rely entirely on the customer to get positive feedback on your listings.
To get the feedback your page needs to stimulate conversions, you must make follow-ups on your customers and offer them incentives to secure a maximum number of reviews.
Doing this pro-actively will get a great review section that resonates with your product appeal.
To streamline this process, you can send emails to ask for reviews instead of doing it individually for each customer. although approaching your customers personally is the best way to go about it, you cannot rely on it forever and you will at some point be forced to automate it.
Understand the user’s intent
To bring more traffic toward your product pages, you must pay attention to ranking your listings high on Amazon.
Rankings directly compliment your conversions and sales rate.
Amazon listings play a deciding role in it by giving the right space, traffic, and exposure to your keyword to generate sales.
While rankings products, keywords play an imperative role in improving your website SEO and generating organic results.
In order to make their worth, you must research your target niche and include relevant and purposeful keywords.
Popular keywords help in thrusting your rankings since they already share high search volume.
Using them strategically with your products can yield great results and effectively boost your Amazon listings. You can use Google’s Keyword Planner, Ahrefs Tool, or SEM rush to vet your keywords.
Leverage from Customer Psychology
Amazon has always remained a great platform to learn about new markets and explore changing customer behaviors.
This environment that Amazon promotes is greatly attributed to the abundance of social proof present in it.
Social proof is a major stimulant in the conversion process and deeply links with human psychology.
In principle, customers will always seek the experience of other customers who have used the product before making a purchase decision.
This relates to the human tendency of seeking guidance from other members of the same society before starting a pursuit.
Similarly, a customer will always prefer buying from a vendor whose products are being recommended by other customers.
This is so powerful that can triumph factors such as brand loyalty, product superiority, and even price comparison.
The simplest way to replicate this on Amazon is to add proof of your product’s success by mentioning the number of sales, reviews, commendations, or even shares in your listing’s copy.
For example, you can design a catchphrase quoting,
“Join the 10+ million community of customers using this product” or add a statistical quote such as “over 7000 positive reviews.”
Showing your prices transparently not only helps customers get the measure of your brand, but also engenders trust and confidence in them.
Setting a price that covers your costs without slashing your profitmargin is highly crucial.
An overly low price is just as detrimental to your conversions as an inflated price.
Therefore, balancing your price based on factors on the ground is important not just for your sales, but also for your brand image.
On Amazon, this demands special focus since competition is high and new products can quickly get the shovel if they do not meet their mark.
To make sure your prices are on point, first explore your target segment, learn about their purchasing power, their preferences, and build a value-based pricingstrategy that does not establish conflict with your sales strategy.
Once you get a clear perception of your customer, you can successfully set enticing pricing for your products on Amazon.
Below is a standard formula Amazon merchants use to set their pricing
TEV (True Economic Value) = Cost of the best alternative + Value of performance differential
Amazon has a diversified business model. In 2021 Amazon posted over $469 billion in revenues and over $33 billion in net profits. Online stores contributed to over 47% of Amazon revenues, Third-party Seller Services, Amazon AWS, Subscription Services, Advertising revenues, and Physical Stores.
Amazon’s mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience.” Amazon’s vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”
In the Amazon Shareholders’ Letter for 2018, Jeff Bezos analyzed the Amazon business model, and it also focused on a few key lessons that Amazon as a company has learned over the years. These lessons are fundamental for any entrepreneur, of small or large organization to understand the pitfalls to avoid to run a successful company!
Amazon has a business model with many moving parts. With the e-commerce platform which generated over $222 billion in 2021, followed by third-party stores services which generated over $103 billion, Amazon AWS, which generated over $62 billion, Amazon advertising which generated over $31 billion and Amazon Prime which also generated over $31 billion, and physical stores which generated over $17 billion.
The Amazon Working Backwards Method is a product development methodology that advocates building a product based on customer needs. The Amazon Working Backwards Method gained traction after notable Amazon employee Ian McAllister shared the company’s product development approach on Quora. McAllister noted that the method seeks “to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it.”
The Amazon Flywheel or Amazon Virtuous Cycle is a strategy that leverages on customer experience to drive traffic to the platform and third-party sellers. That improves the selections of goods, and Amazon further improves its cost structure so it can decrease prices which spins the flywheel.
In the letter to shareholders in 2016, Jeff Bezos addressed a topic he had been thinking quite profoundly in the last decades as he led Amazon: Day 1. As Jeff Bezos put it “Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always Day 1.”
Search Engine Optimization Manager. A professional Digital Marketing expert with more than seven years of experience, currently working as a Full-Time Digital Marketing Manager UnitedSol (PVT) Ltd and Part-Time Digital Marketing manager at GO-Gulf.
