Increasing sales is the number one priority for Amazon sellers. The coronavirus pandemic forced many brands to venture online, which has led to a surge in competition. It’s now harder than ever to stand out.
To beat the competition, merchants need to boost visibility on their products, climb the search results, and create conversion-powered product listings.
Here are six key-ways you can expand sales and increase visibility on Amazon.
6 Ways to Grow Your Revenue on amazon
- Keyword Research
Weaving the right keywords into your product descriptions and titles helps shoppers find them. When they plug a search term related to your product into Amazon, you want your products to show up high. The more you dominate the search results for relevant keywords, the more sales you will make.
How to Carry Out Keyword Research
Keyword Research Tool: Start by using a keyword research tool to find keywords shoppers are using that are related to your products.
A tool like Keywords Everywhere shows you long-tail keywords related to your main keyword, as well as similar search terms shoppers have used.
Alternatively, a tool like Wordstream gives you 10 free searches a day to find other relevant keywords. Bear in mind that these search terms won’t always be shopping related.
Competitor Keyword Research: Finding out what keywords your competitors are using is a great way to get inspiration. The easiest way to do this is to run your keyword through Amazon and see what other words and phrases merchants have used in the titles and descriptions of similar products.
For example here, as well as “bamboo water bottle”, the words “stainless steel” and “reusable” are common.
Amazon’s Autofill Feature: Amazon’s algorithm uses past searches to predict what shoppers are going to search for next. You can see this in action in its autofill feature in the search bar. Start typing your main keyword and you’ll instantly be served a series of other, relevant search terms.
- Product Listing Optimization
High-converting product listings lead to more sales – it’s a no-brainer. Think about it: online shoppers are keen to find out as much as possible about a product before they buy since they aren’t able to see it or touch it in-person. Creating optimized listings that give consumers all the information they need will stop them from wandering off to a competitor if they aren’t satisfied.
How to Optimize Your Product Listings There are various elements that come together to create the perfect product listing. The key is to optimize all of them to make your listings as compelling as they can be:
# Incorporate relevant keywords into product titles and descriptions
# Make product descriptions easy to scan with bullet points, short sentences, and lots of white space
# Focus on the benefits of your product rather than the features so shoppers know the value they’re getting
# Use a selection of high-quality images so shoppers can get a good feel for what your product will look like
- Amazon PPC Campaigns
PPC campaigns help you show up at the top of the search results for relevant keywords. Amazon allows merchants to pay to display their products in a variety of different ways through Sponsored Product Ads, Headline Search Ads, and Display Ads. These campaigns work by targeting relevant keywords and pushing your product to the top based on a bidding system.
OGX shows up in the Headline Display Ad for the term “hair serum”, while the four products below are featured in Sponsored Product Ads.
How to Run Amazon PPC Campaigns
There are four key steps involved in setting up Amazon PPC campaigns, which is done through Seller Central.
# Choose the products you want to promote
# Identify high-performing keywords to target (your keyword research will help here)
# Set up ad campaigns in Amazon Seller Central, choosing your budget, the timeline of the campaign, your images, and product titles
# Optimize your ads to get the best results
Go the extra mile by partnering up with an Amazon PPC expert like Urtasker to help you build out successful campaigns from the very start.
- Upselling and Cross-Selling
Upselling and cross-selling encourage shoppers to add products to their order to increase their AOV and sell more products. It’s a great way to capture the attention of existing shoppers or those who are already familiar with your brand and its products. According to research, it’s easier to sell to existing customers than attract new ones, which makes this a fruitful tactic to add to your revenue-generating arsenal.
How to Upsell and Cross-Sell
There’s an art to getting upselling and cross-selling right, otherwise it could end up doing more harm than good:
# Choose relevant products that make sense alongside the other products a shopper has in their cart
# Make it easy for shoppers to add extra products to their order
# Offer an upgrade or a similar item
# Highlight the benefits of the upsell and the value the shopper will get if they add it to their cart
- Reviews and Ratings
Social proof instills buyer confidence and increases the chances of a new customer making a purchase. Amazon also rewards products with high-star ratings by pushing them up the search results. Collecting and incorporating reviews into your product listings will help them stand out in the search results and boost conversions once shoppers have landed on the page.
The first page results of Amazon search results all have high star ratings.
How to Make the Most of Reviews and Ratings
Make collecting and displaying reviews an integral part of your Amazon strategy by:
# Making use of Amazon’s review collecting feature and tools
# Reaching out to customers via email to ask for a review of your product
# Adding reviews to your product listings in the description and other key touchpoints
- Win the Amazon Buy Box
If you can get your product to win and maintain the Buy Box, you’ll automatically increase sales. It helps you beat the competition by showing shoppers the best-value option – and, if that’s your product, you’re going to win the majority of sales for that search term.
Amazon’s Buy Box makes it easy for shoppers to add your products to their cart and removes the friction from buying.
How to Win the Amazon Buy Box
Amazon has a set of criteria in place that sellers have to meet before they’re awarded Buy Box status:# Keep products in stock
# Respond to shopper questions within 24 hours
# Set a competitive price
# Minimize Order Defect Rate
# Meet promised shipping times
# Treat it as an ongoing strategy by modifying prices and optimizing inventory management
Grow Your Visibility to Make More Sales
If getting more sales on Amazon is your goal, these tactics will help your products stand out and convert. Start by making sure your listings are fully optimized, running keyword research, and building out high-converting PPC campaigns. Then, once you’re getting enough visibility, add reviews to make your listings even more compelling, add upsells and cross-sells to increase AOV, and try to win and maintain the Amazon Buy Box.
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