Tips To Scale Your Brand On Amazon

When launching a new item/brand on Amazon always make sure you know your audience.

An approach I use is to always put ourselves in the customer’s shoes .

What exactly is he/she really looking for ?

What will make her/his life better ?

People are always looking for solutions so solutions sales are fruitful if you solve the customers problem. As cliche as this example is – when you go to a store you don’t buy a drill you buy all the solutions to fix the hole in your wall. How you get the hole repaired matters as much as the end result.

Here are more specific details:

-Have the main image on a white background.

-For best results  create a 3D model of your product – I promise it will stand out compared to the real photographs!

Going further down the other images:

-As a second image put one that represents one of your top 5 product advantages.

-The third image can be representative of a review about the product.

-Fourth should be an image with clear and concise directions for use or call to action.

-A what’s included image – especially if it’s a box with multiple products

 -A Lifestyle image with a prompt to buy — a message like “Give yourself a quality bath bomb”

 –A Promotional image. For example: Buy 2 – Get 20 % OFF

 –An image with a comparison table, where you show how you’re better than the other brands (as it’s   not allowed to show other brands on your image, you can simply call them “Brand A” and “Brand B”   for example).

 -An Image with ingredients or materials (here you can include close-ups of your product if that’s   applicable).

 –An image with the size of the product to scale like with a quarter for small items

Don’t Forget to Check Amazon’s Style Guide – Amazon has specific style guides for each product category. Stick to them and don’t go  overboard.

After we’ve done a great job with the images, now what?

We are following a strict consistent process to get everything right. Keep in mind that many strategies that used to work in 2018 and 2019 even in the beginning of 2020 don’t work anymore, so we make sure we adapt to these changes, constantly A/B test, measure the results and execute. I cannot stress more on that A/B test!!! No matter what you “think” is right and what you “think” will work best, always A/B test before pressing the button as sometimes this could cost you a lot of money.

FOLLOW THE MONEY

The second thing we did was completely rewrite the listing’s title, bullets and description.

The formula consists of 3 things here:

-An Easily Readable Title with 3-5 high search volume relevant keywords

-We all know that “the customer is King”, so you need to create your content with “how the customer will use your product” in mind.

-Imagine you’re a buyer, shopping on Amazon.

You need to make it effortless on the eye and use an explicit voice to bring your message across. Don’t think about keywords in the beginning – focus on the feeling you’d like to convey.

Remember to Include benefits and Unique Selling Propositions.

The mobile version of Amazon  is very limited to about 80 visible characters, so make sure to place the most important information at the beginning.

–Bullets with text length between 150 and 200 characters with 2-3 high search volume relevant keywords in each bullet. We have developed internal software with which we can see the real conversion rate for any keyword that is relevant to our product and have been used by the customers on Amazon. We include those as well, if you have your own way to do that definitely do it as it’s a game changer!

– Description with multiple text separators in order to stress on different advantages.

Do not duplicate the bullet points.

Do tell a story about the product instead.

Do make it easy to read. A maximum three lines per paragraph and you’ll need to use simple HTML code here.

Make sure to separate paragraphs with

<p> text </p> or <br> (line break). Use <b> text </b> for bold text and headings.

Keywords in the description only go hand in hand with other keywords. This is called “dual description” and it’s the perfect spot for your long-tail keywords — with limited effects.

 About Keyword Formatting for the above

-Don’t be repetitive

There is no need to repeat words, e.g. ‘dog leash 3m’, instead of ‘leash dog 3m long’). Repetition shows no positive impact on ranking. Instead, use the opportunity in whatever is left as space to add more relevant keywords.

-Use either singular or plural. Adding both is not necessary. The exception: Long compound words in German.

-Capitalizing letters (or not) is irrelevant.

-Minor misspellings (diarrhea, dog leahs, leahter bag) are matched to the correct spelling.

Different spellings of compound words (basketball vs. basket ball, Rolodex vs. rolo dex) are not indexed automatically

-Cover different variations by joining or separating words through hyphens, e.g., A-B ranks for A, B, A B, AB, A-B (use for max. 2 words, e.g. dog-leash)

Write text for humans, not robots and make it all about “YOU” and how the products will change the client’s life for the better.

People often ask me: “Does it make a difference If I am going to sell FBA or FBM?”.

The short answer is “YES”.

Let me ask you this – if you have paid for your Prime account, which guarantees you that you will get whatever you order to your doorstep in no more than 2 days are you going to use it or not? Of course you are, without even thinking about what other options there are beyond that. Why? Because it’s super convenient and because you have already paid for it upfront. Amazon knows very well how to take your money without you even noticing.

If your product is not FBA and doesn’t qualify for FBA you are at a disadvantage.

If you are selling FBM and not FBA – visibility is less as people may filter by “Prime” only, traffic is less and therefore sales are less!

My client was selling FBM when we started and we switched to FBA. We put enough stock in the Amazon warehouse. This fulfillment change along with all the product optimizations showed a nice increase in sales started.

We hit 800% growth in the first month.

Then it was time to pull out the heavyweight – PPC. But thats another post for the future.

Some Thoughts in the meantime

It is not important if you are just getting started on Amazon or you have been in the field for years.

At any given moment you need to be selling a product that people need, are looking for and actually would like to buy.

Also try to go niche but don’t go micro niche. Always look for niches with at least a decent amount of search volume and sales.

If you have a product no one wants, no one is searching for or is flimsy and cheap it means you haven’t done your homework right.

Does my product solve a real problem?

Do I have enough social proof from other similar products and brands that this is something people really need?

How am I differentiating?

Do I have any domain knowledge about this niche and if not how fast can I obtain some? (and I recommend you do that only if it’s really interesting for you and you have a passion for it).

If you are not passionate about what you are creating and selling your product will only last a short while.

One thing is sure – our client really loves his products and I really love scaling brands on Amazon.