3 mistakes that prevent you from making sales on Amazon - and how you can fix them to boost your visibility and maximise your sales.
Thomas Hjul Alstrup
Selling your products on Amazon is a journey full of potential pitfalls, many of which only become apparent once you are already underway. That’s why we always recommend that new Amazon sellers partner with an experienced Amazon agency such as WeMarket right from the start to ensure a successful launch – something that is especially important on Amazon. In this article, we’ll explain why this is so crucial and highlight the main mistakes you should avoid.
When you create your product listings on Amazon, it’s essential to add copy in the relevant language that clearly communicates the key product benefits to potential Amazon customers. If Amazon users visiting your product page don’t understand within seconds why your product is a great investment, you’ll lose out on many sales. That’s why your product titles and bullet points (especially the first two!) should clearly highlight the most important benefits and selling points for potential buyers. Unfortunately (or fortunately, depending on how you see it), most Amazon users make their purchasing decision within just a few seconds. This means you have a very short window to convince them before they leave your page.
However, this does not mean the rest of your detailed product copy – which the majority of Amazon users may not read – is unimportant. On the contrary! You should keep in mind another crucial function of your product copy: Amazon SEO. For this reason, we always recommend that – especially BEFORE investing resources in translating your existing product descriptions from your own webshop, for example – you first conduct a thorough SEO analysis to identify which keywords and phrases your Amazon product listings should include to appear on page 1 in the most relevant search results. If you’ve already optimised your product descriptions for SEO, you may feel this advice is unnecessary, but keep these three things in mind: Firstly, Amazon is a closed system where search terms and patterns can differ significantly from what you see on Google. Secondly, search patterns change over time, so it’s important to continually optimise your product copy for SEO. Thirdly, search trends can differ by country and culture, so keywords that have thousands of monthly searches on Amazon Germany and generate orders for your German webshop might have almost no searches in Italy.
To summarise our advice for your Amazon product copy: Always ensure your most important selling points are placed at the top so visitors see them immediately. And before creating the final version of your product descriptions, carry out a thorough SEO analysis to understand which keywords your copy should include to maximise relevant traffic to your product pages.
As mentioned above, it is vital that Amazon users are immediately presented with your strongest selling points in writing when they visit your product page. This is even more important when it comes to the product images in your listings. As you may already know, attractive, compelling product images can be the deciding factor in convincing potential customers to add your products to their basket. At the same time, poor quality or confusing images can have the opposite effect.
Just as with your written selling points, Amazon allows you to add several product images to your listings. Again, it’s crucial to choose the images you think will be most persuasive to new potential customers and place them first in the sequence. Remember, your first product image will also be the one shown alongside your product title in search results. So, if you can use a more eye-catching image than your competitors, you’ll immediately give yourself an advantage.
If, as we almost always recommend, you also create A+ Content and a Brand Store for your Amazon products, it is especially important to use quality visual content to get the maximum return from your efforts.
Good SEO-optimised copy and strong product images are rarely enough to drive sales on their own. Competition on Amazon is often fierce. To supplement the organic sales that well-crafted product pages should generate, we always recommend allocating resources to planning and running well-structured marketing campaigns on Amazon. There are three main types of campaigns: Sponsored Products, Sponsored Brands and Sponsored Display. All three are designed to give your business prominent visibility on Amazon’s platform – for example, at the top of page 1 in search results for selected product searches or next to your competitors’ listings. Since these campaigns are not free, it’s vital to set them up so they reach the right Amazon users and maximise profitability. You should also continually evaluate and be ready to optimise your campaign strategy in response to changes in user search behaviour and competitor activity. As we like to say: “Amazon never sleeps and neither should you”.
If you would like help increasing your sales on Amazon, feel free to email us at kontakt@wemarket.dk/coukxx or call us on 70 44 42 88.
At WeMarket, we offer businesses a benchmark report that compares their marketing efforts with their key competitors. You decide which competitors we should compare against.
We specialise in selling physical goods online and growing webshops – and now you can benefit from this expertise, even if you’re not already a client.
It’s completely free.
