When it comes to e-commerce, Amazon is at the top of the list continuing to dominate online sales in the U.S., with some 40% share according to eMarketer. Even big box retailers have a hard time competing, so how can your small business/brand break through the clutter and end up in shopping carts? Here are some best practices:
- Optimize product listings
The first step to breaking through the clutter on Amazon is optimizing product listings. The more visible a product is, the more likely it is to be purchased. Retailers should aim to optimize product titles, descriptions, and images to improve searchability and attract customers.
Product Titles: Retailers should ensure their product titles include relevant keywords and accurately describe the product. Titles should be clear, concise, and attention-grabbing. Avoid using too many buzzwords or promotional language in titles as this can hurt the product’s visibility in search results.
Product Descriptions: Product descriptions should be detailed and provide customers with all the information they need to make an informed purchase. Retailers should highlight unique features, benefits, and competitive pricing to stand out from other sellers. Product descriptions should also include relevant keywords to improve search visibility.
Product Images: Product images should be high-quality and showcase the product from multiple angles. Images should be clear, well-lit, and accurately represent the product. Retailers can also include lifestyle images to show the product in use, which can help customers envision how the product will fit into their lives.
2. Leverage customer reviews
Customer reviews can significantly impact purchasing decisions. Positive reviews can build trust and encourage customers to make a purchase. Retailers should encourage customers to leave reviews and respond to negative feedback, demonstrating a commitment to customer service.
Retailers can encourage customers to leave reviews by sending follow-up emails after a purchase and including a link to the product review page. Retailers can also include a note inside the product packaging, encouraging customers to leave a review. Retailers should respond promptly to negative feedback and take steps to address the issue. This can help build trust with customers and show that the retailer is committed to customer satisfaction.
Retailers can use customer feedback to improve product quality, features, and packaging. This can help improve the overall customer experience and increase customer satisfaction.
3. Utilize Amazon Ads
Amazon offers several advertising services to help retailers increase visibility and reach their target audience. Retailers can use these services to drive traffic, boost sales, and improve brand awareness.
Sponsored Products: Sponsored Products are ads that appear in search results and on product detail pages. Retailers can target specific keywords and products to reach their ideal audience.
Sponsored Brands: Sponsored Brands are ads that appear at the top of search results and feature the retailer’s logo, a custom headline, and multiple products. Retailers can use Sponsored Brands to drive traffic to their storefront and increase brand awareness.
Sponsored Display: Sponsored Display allows retailers to target customers who have shown interest in similar products or categories. Retailers can use Sponsored Display to retarget customers who have viewed their products but not yet made a purchase.
Amazon is constantly innovating and has many additional ads opportunities either presently in Beta or available to drive traffic towards Amazon listings.
4. Offer competitive pricing and promotions
Price is a significant factor in customer decision-making. Retailers should research and regularly monitor their competitors’ pricing and offer competitive prices to attract price sensitive, customers. They can also offer promotions, discounts, and bundles, to incentivize customers to buy additional products.
5. Build a strong brand presence
Building a strong brand presence can help retailers establish trust and credibility with customers. Retailers can leverage Amazon’s brand registry program to protect their brand and create a branded storefront with a custom logo, images, and messaging. Here are some additional ways to build a strong brand presence on Amazon:
Brand Registry: Amazon’s brand registry program allows retailers to protect their brand and prevent unauthorized sellers from selling counterfeit products. Retailers can also create a branded storefront with a custom User Interface, logo, images, and messaging.
Product Bundling: Retailers can create product bundles that showcase their brand and offer customers added value. This can help increase sales and improve brand recognition.
Social Media: Retailers can use social media channels, such as Facebook, Instagram, and Twitter, to promote their brand and engage with customers. Social media can be used to showcase products, announce promotions, and share customer reviews and influencers can certainly help drive traffic to your brand.
Customer Service: Providing excellent customer service is key to building a strong brand presence on Amazon. Retailers should respond promptly to customer inquiries and complaints and go above and beyond to ensure customer satisfaction and a Five Star rating.
Breaking through the clutter on Amazon and making it into a customer’s Amazon Prime Delivery requires a multifaceted approach. Optimizing product listings, leveraging customer reviews, utilizing Amazon’s advertising services, offering competitive pricing and promotions, and building a strong brand presence are all important strategies that can help retailers stand out on the world’s largest online marketplace. By following these tips, retailers can increase visibility, attract customers, and ultimately drive sales on Amazon.