If your sales figures on Amazon are not meeting your expectations, or if you notice your sales are suddenly dropping or stagnating, the most important thing is to sit down and try to identify the cause or causes behind the disappointing numbers. After all, if you do not know exactly what the problem is, how can you solve it?
However, the best approach is to stay one or several steps ahead of any negative sales trends. There are actually many actions you can take to prevent disappointing sales developments. Below, we will highlight some of the most important steps you can take to sell more on Amazon.
In this article, we will cover the following points:
- Keyword analysis
- Invest in new and better content
- Monitor your competitors
- Invest in more and better customer reviews
- Invest in external traffic
1) Keyword analysis
The vast majority of product searches on Amazon are conducted by users entering a search phrase in the search bar – just as they would on Google. To maximise your chances of having your products appear at the top of the results page, it is crucial to carry out a keyword analysis so you know which relevant search terms to include in your product descriptions and invest in to attract attention.
You should not only focus on which relevant keywords have the highest search volumes, but also consider how competitive each keyword is. Depending on your situation, it may be more beneficial to target a keyword with less search volume but significantly lower competition, making it easier for you to achieve a high ranking.
It is also important to regularly conduct keyword analysis, as search behaviour and keyword competition constantly evolve.
Read more about Amazon SEO here.
2) Invest in new and better content
On Amazon, compelling product images and videos are often what persuade customers to make a purchase. As mentioned above, having well-written descriptions with the right keywords is essential to get Amazon users to notice your product. However, it is worth recognising that most Amazon shoppers do not read a lengthy product description from start to finish before deciding whether to add your items to their basket. That is why it is vital to ensure you always have attractive and relevant product images on your product pages, which both draw people in and inform and convince them to choose your product over a competitor’s.
This is not just true for your product pages. If your brand is registered with Amazon Brand Registry and you have set up a Brand Store for your brand and products, it is equally important to use high-quality, striking product images and videos to present your brand in the best possible light to Amazon users.
3) Monitor your competitors
A key factor in sales has always been having an understanding of your competitors. Amazon is no different in this regard. You should always keep a close eye on what your direct competitors are doing, and whether any new entrants appear. Pay attention not only to your competitors’ pricing, but also to whether they present their products in a more appealing way than you do, or if they are better at highlighting their product’s advantages.
If you are selling exactly the same product as other sellers on Amazon, this becomes even more important, as you need to secure the all-important “buy box”. The seller whose product page wins the buy box for a specific product will be shown to Amazon users before any other sellers. Amazon’s system awards the buy box based on an algorithm that takes several factors into account, such as pricing, previous sales figures, customer reviews, and more.
4) Invest in more and better customer reviews
As mentioned above, customer reviews of your product are also extremely important for your sales on Amazon. Not only do we know that many Amazon users pay close attention to reviews before making a purchase, but a high number of positive customer reviews will also help your product rank higher and prompt Amazon’s system to show your product first, ahead of competitors’ products with fewer and/or lower-quality reviews.
It is therefore essential to maximise both the quantity and quality of your reviews. If you have only recently started selling your products on Amazon, you will naturally not have many reviews to showcase yet. However, you can actively speed up the process by enrolling your products in Amazon’s Vine Programme. If Amazon approves your products, you can send them to consumers who have signed up as product testers and collect up to 30 customer reviews in a relatively short period.
5) Invest in external traffic
To boost your Amazon sales, you also have the option to invest in campaigns outside of Amazon (for example, via Google Ads or your own website) to drive more users to your Amazon product pages. As previously mentioned, increased sales on Amazon is one of the factors that can help Amazon’s algorithm rank your products higher compared to competing products, so investing in external traffic to Amazon can really pay off in the long run. As noted above, it is also crucial to collect plenty of positive customer reviews for your product pages, and the likelihood of receiving a positive review is often highest from a consumer who has first visited your company website before, hopefully, placing an order on your Amazon product page.
If you would like help to sell more on Amazon, you are welcome to email us at kontakt@wemarket.dk/coukxx or call us on 70 44 42 88.
