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How to IncreaseSales on Amazon
By Shannon Roddy
Shannon Roddy
Why Amazon?
Amazon Statistics
● 55% of all Product Searches● 50% of all eCommerce● 300 Million Customers● 100 Million Prime M embers
Currently Amazon has
Terminology
ASIN : Am a zon S ta n d a rd Id en tifia c tion N u m b er
D eta il P a g e: P rod u c t P a g e on Am a zon .c om
AC oS : Ad vertis in g C ost of S a le
Only 4 Ways to Increase Sales…
Increase Amazon Sales
● Increase Conversions● Increase Average Order● Increase Traffic● Increase Product Line
Opportunities
Amazon Flywheel
1) Increase Conversion Rate
Amazon Conversion Rates
● 5-10% Low (Un-Optimized)● 10-15% Average (Optimized)● 15-25%+ High (Best Seller)
Typical Conversion Rates
The Pareto Principle
20% of your products bring in 80% of your Revenue
Elements Displayed in Search Results
Amazon Product Titles*
Table Mate 4 Kids F old in g D esk a n d C h a ir S et forE a tin g , Art & Ac tivities for Tod d lers a n d C h ild ren w ith
P orta b le C a rry C a se (P in k /P u rp le/Tu rq u oise)
*These Increase Traffic & Conversions
Amazon Product Images*
*These Increase Traffic & Conversions
Product Image A/B Testing
www.PickFu.com
Additional Product Images
Enhanced Lifestyle Images
Amazon Product Reviews*
*These Increase Traffic & Conversions
Amazon Product Review Emails
Amazon Product Features
Always Include Feature + Benefit
Amazon Product Description
Tell your Brand Story
Enhanced Brand Content
Typically Increases sales by 15%*O n ly a va ila b le w ith B ra n d R eg istry
Amazon Product Videos
Sales Video at the Top*O n ly a va ila b le w ith B ra n d R eg istry
Amazon Product Videos
Assembly Videos at the Bottom
Link to Product Videos in Email
Use a Thumbnail with “P la y” B u tton
Fulfillment Options
Sellers th a t u se F B A In c rea se b y 3-5x
*These Increase Traffic & Conversions
Amazon Product Price*
*These Increase Traffic & Conversions
2) Increase Average Order Value
BundlesCom p lim en ta ry p rod u c ts sold tog eth er
BundlesFrequently Bought Together
Multi-PacksMultiple Units Sold Together
3) Increasing Traffic
A) Driving Internal TrafficAmazon SEO
Search Engine Optimization
SEO Keyword Research
Amazon SEO Strategy Article
www.SEMrush.com
Increase Amazon SEO
● Branded Terms● Generic Terms● Competitor Terms
Keyword Research
SEARCHVOLUME
SEARCHRELEVANCE
SEO Keyword Relevance
Key is Balancing Volume & Relevance
SEO Keyword Relevance
Select the Top 3 -5 M ost R eleva n t Term s
Amazon SEO
● Product Title● Product Features● Descriptions● Search Terms
Integrate into Listings
SEO Listing Integration
Product Title
SEO Listing Integration
Product Features (Bullets)
SEO Listing IntegrationProduct Description
B) Driving Internal TrafficAmazon Campaigns
Amazon Advertising
● Automatic● Manual ● Product Attribute Targeting● Brand Ad*
Types of Campaigns
*Only available with Brand Registry
Automatic & ManualSponsored Products
Product Attribute Targeting
Your Brand, Competitors, Pairing
Brand AdsFormerly Headline Search Ads
*O n ly a va ila b le w ith B ra n d R eg istry
Creating a Funnel
Broad Phrase Exact
Amazon Advertising
● What exact search terms convert?● What’s my cost-per-click (CPC)?● What’s my conversion rate?● How much should I bid?
Campaign Optimization
Exact bid is determined by strategy
B) Driving External Traffic
Social Media Traffic
Social Media Traffic
● Organic● Giveaways● Raffles● Reviews● Paid Social
Product Promotion
Driving External Social Traffic
AffiliatesInfluencers Partnerships
Organic Social Posts
Require an Engaged Audience
Giveaways & Raffles
Add Value to Audience
Product Reviews
Educate Potential Audience
Paid Social
Videos & Lookalike Audience
In-Person EventsCore Audience
4) Increase Product Line
Increasing Product Line
● Color, Size, Flavor & Scent Variations● Add Additional Accessories● Add Additional Compatibilities● Add Similar/Related Products
Types of New Products to Add
Summary● Optimize Your Products● Start with Best Sellers● Integrate SEO Terms● Add Amazon Campaigns● Increase Average Order● Drive External Traffic
www.LinkedIn.com/in/Shannon-Roddy
Sign Up ForSeller Central &Brand Registry
By Shannon Roddy
Amazon Seller Central Setup
sellercentral.amazon.com
Amazon Seller Central
Amazon Seller Central
1) Seller Agreement
● Legal Name (Business or Individual)● Abide by Amazon Policy & Terms of Service● Maintain Integrity of the Platform● Not direct traffic off of Amazon to Website
2) Seller Information
● Business Address● Seller Display Name● Website● Phone Number
3) Billing & Deposit
● Credit Card for Charges● Bank Account for Deposits
3) Tax Information
● Electronic W-9
5) Identity Verification
● Drivers License or Passport● Bank or Credit Card Statement
Applying for Brand Registry
brandregistry.amazon.com
1) Creating a Brand Registry Account
● Enter Corporate/legal information● Verify identity via SMS/Text● Accept the Brand Registry Terms & Conditions
2) Enrolling Brands
Enroll a New Brand
Trademark Verification Code
Respond to Amazon Case
Summary● Activate Products for Brand Registry● Add Enhanced Brand Content● Create Amazon Brand Storefront● Create Brand Ads
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