237.

Amazon has more than

million active customer accounts

worldwide

1|

Amazon has more than 237 million active customer accounts worldwide – meaning that if you sell on the top ecommerce marketplace, you better have a plan to beat out your competition for the sale. We understand your desire to perform exceptionally well on the world’s largest shopping site, as it’s often the most profitable

marketplace for many multichannel e-retailers.

If you’ve already downloaded Better eRetail, our comprehensive guide with 75 expert tips on mastering marketing, Amazon, inventory and shipping, then you may feel ready to climb the Amazon ranks. We want to make sure you’re doubly prepared, so we’ve added even more, never before seen expert tips to this guide. We

even asked three ecommerce industry leaders to share their number one rule for selling on Amazon.

Andy GeldmanFounder WebRetailer

“If you are coming to Amazon from other sales channels, never forget that on Amazon the customer belongs to them - not you. For many sellers there’s little opportunity to build a brand or win repeat customers. On the positive side, the potential to make sales is huge, and currently unsurpassed by any other channel.”

Follow Andy

Nick MagloskyCEO at Ecomdash

“Don’t let any negative feedback go unresolved. Customers make or break your business. One bad review can scare off potential future buyers and lower your overall feedback score, which plays a role in your ability to win the Buy Box. Always reach out to buyers to settle issues when they arise, and practice excellent customer service in an effort to encourage positive feedback.”

Follow Ecomdash

Skip McGrathAuthor, eBay Power Seller, Amazon Selling Coach and Dropship Expert

“My number one tip for Amazon sellers is to protect their account. Amazon can suspend or terminate your account for many reasons. There are two basic ways to lose your account: 1. Fall behind in your customer metrics (i.e. poor customer service), or 2. Repeated minor policy violations or a single serious policy violation.”

Follow Skip

2|

Know the Rules01T I P #

Product listings must be accurate, which requires great attention to detail.

You need to familiarize yourself with the rules before trying to list products for sale.

Some categories (like Jewelry) are closed, meaning there is currently no space left to sell in this category. Learn more about Amazon’s categories and restrictions here.

Avoid listing products from restricted brands. Skip McGrath put together this list of all brands to avoid selling.

Others (like DVDs with MSRP of $25 or more) require pre-approval.

Description requirements are strict, and must be classified in the appropriate location. For example, blush would fall under Beauty > Makeup > Face > Blush.

To keep your account safe, you need to abide by all Amazon policies. Here’s

how to stay on the straight and narrow.

Accurate Photos02T I P #

Images should be clear, well-lit, and compliant with Amazon standards. Often, the UPC/ASIN associated with your product will auto-populate images that other retailers selling that product also use. Make sure these

photos are accurate. If you want to upload your own photos, you must abide by the following rules.

Images must be uploaded in TIFF, JPEG or GIF format. All photos must have a pure white background (RGB 255, 255, 255). Image pixel dimensions must be at least 1000 or larger in height or width.

3|

Optimize your Listings03T I P #

Once you’re familiar with the rules, you can optimize your listings for better search visibility. According to Will Mitchell, a successful Amazon merchant and co-creator of Startup Bros, there are three times more ready-to-buy customers that perform product searches on Amazon versus Google…meaning if you can get your listings right, you have a really good shot at winning sales. To capitalize on optimization, Will suggests accurately filling out the following information.

In total, Will has determined that there are 25 variables that impact the rank of your Amazon products. Find them all in his free guide, How to Rank Your Products on Amazon.

Product descriptions. Product Features. These are the bullet points that fall right below the product and pricing options. Make sure these are keyword rich. Brand and manufacturer specifications. Title. Make sure to get in as many keywords as possible.

“Don’t exaggerate or use misleading language when describing the

product quality. For example, if you were selling jewelry and you

described an item such as “July Ruby Birthstone Ring” but the Ruby is

actually simulated and not genuine ruby, Amazon will suspend you from the jewelry category. If

you have several listings like this you might be suspended altogether.”

PRO TIPSKIP McGRATH

Set Clear Shipping Expectations04T I P #

Let buyers know where you are located, so that they can better estimate the delivery timeline. An east coast buyer who is aware that items are located on the west coast may be more understanding of a longer delivery timeline, if that should come to fruition.

Within your storefront, explain the difference between shipping (when the item leaves your possession) and delivery (when the item arrives on the buyer’s doorstep).

4|

Where you are located. What you value as a company. Are you a small business who values exceptional customer relations? Do you consider yourself an expert in your niche, or are you passionate about the products you sell?

How you strive to achieve excellent customer service. That they are welcome to contact you with questions. What else you’d like to share. What makes you different from your competition?

Let buyers know who you are as a business. This will create a no-barriers understanding between you and customers. Let them know

PRO TIPANDY GELDMAN

“Amazon doesn’t make your Detailed Seller Information page (store profile) easy to find, but unhappy customers may seek it out. Be sure to keep the "About" section concise and

reassuring, and make it easy for them to contact you.”

Fill Out Your Profile Completely05T I P #

5|

Communicate Quickly06T I P #

“My average for answering customer questions is under four hours but

you definitely want to keep it under 24 hours. (Note—Statistically FBA

sellers have better feedback and star scores than Merchant Fulfilled

sellers.) If something tragic and unexpected happens to you (like ending up in a hospital) and you

can’t respond to customer emails or fulfill orders, ask a family member to open a support ticket

telling Amazon that you are ill, or what the circumstances are. They could also ask Amazon to

temporarily suspend your listings until you are back. This will keep you from being suspended in

your absence.”

PRO TIPSKIP McGRATH

If an issue should arise (and we hope it does not), rapid communication is vital for salvaging a poor buying experience and turning it into a positive one. Many online shoppers disregard the regular business hours expected for brick-and-mortar stores, and want an immediate response to inquiries.

Try to set some communication guidelines for your team, like responding to all questions or concerns within two hours – even if it is after 5pm. That said, you won’t be able to get to every inquiry within 2 hours – some may come through well after waking hours. If you happen to receive a note from a customer overnight, be sure to respond as soon as you’re sitting at your computer with your coffee. Ecommerce is 24/7, but if you live on the East Coast and your customer lives on the West Coast, you can’t be expected to have your phone buzzing in your ear all night long whenever messages come through.

Though you can control much of your Amazon business to ensure success, you cannot completely control customer feedback. Excellent buyer feedback can strengthen your store against competitors and

help you win more sales. Alternatively, a poor seller rating can lead to lost sales and even an Amazon suspension.

Feedback is a rather controversial subject on Amazon – some sellers fair ok, others want to do away with the system completely. On average, sellers receive feedback on about 3-5% of all sales orders. Use these tips to make sure the customer feedback you receive is positive. The tips here will also show you how to increase the likelihood of earning excellent customer feedback.

“On average, sellers receive feedback on about 3-5% of all sales orders.”

6|

Ship Quickly07T I P #

Packing Slip Tool08T I P #

As in, as fast as you possibly can. If an order comes in at noon, try to get it packaged and labeled for the post office drop-off that afternoon. The majority of positive responses seen on Amazon are regarding faster-than-expected shipping. Amazon gives you a fair window for shipping, but if you try to get your product out the door ASAP, you will thrill your customer when their item arrives well before they anticipated.

Just like in our earlier segment on bumping up repeat customers with special packaging, the packing slip is an excellent tool for communicating with your buyer. You must still abide by Amazon’s policy – meaning no language that directs buyers away from the marketplace (and to your website) and no incentive offered for positive feedback.

“Remind your customers that you are there to help with any problems,

and include your support phone number. You are better placed to

deal with product issues than Amazon's customer support, so being

proactive can reduce returns and negative feedback.”

PRO TIPANDY GELDMAN

If you don’t sell hundreds of items a month, consider handwriting a thank you note on your packing slips.

If you are a large volume Amazon seller and have daily orders from other sales channels, typing a thank you is fine. Create a standard (but custom) thank you message that includes your Amazon seller account contact info. Consider highlighting this portion of the packing slip for easy reference.

7|

Create templates ahead of time that are professional, caring and brief. Thank them for their purchase, and let them know if there is an issue to please contact you so that you can fix it immediately (similar to the sentence we suggested for the packing slips).

Give them a direct link to leave feedback – make it as easy as possible. Only send one. Amazon already sends emails about the order on your behalf, so you don’t want to inundate your buyer with messages to their inbox.

Now, here’s an Amazon-specific controversial suggestion – email marketing. The thought of sending emails to buyers makes some sellers nervous. We get that. Send too many emails and you become a nuisance – and a buyer may even leave negative feedback as retribution for the onslaught of emails. You can avoid this and still take advantage of the benefits of email marketing by following these steps.

09T I P # Use Email Marketing

Though email marketing may (understandably) make some sellers nervous, just know that a client of ours was able to increase his Amazon seller rating from 96% to 100% using our email marketing tool. Which in turn, quickly makes a difference in the likelihood of your store’s products showing up when it counts. It must be done with caution, but it can be done!

If, in some very unfortunate circumstance, you receive negative customer feedback, you need to have a plan of action. Most often, negative feedback will be the result of an issue involving shipping, but may also include

Because Amazon has built a reputation for being the top online

shopping marketplace, customers expect a quick and simple

buying process. So if some part of their experience strays from this

expectation, negative feedback may come rolling in.

Out of stock items. Messy or complicated returns. Product not as described. Wrong size or product. Poor or less-than-expected quality. Customer service.

“If the product is not as

described, you will end

up with too many returns,

which can get you in

trouble fast. Make sure

you always provide a full

and accurate description

of everything you sell.”

PRO TIPSKIP McGRATH

8|

Jordan Malik, a best-selling author, serial entrepreneur, award-winning Amazon merchant and curator

of Honest Online Selling, always begins his feedback removal process by first contacting Amazon.

It’s worth presenting your case to Amazon prior to sorting things out with the buyer, in the event that

Amazon may remove the feedback themselves.

“ If you get negative feedback, try submitting a case to Amazon seller support even if you think you're ‛in the wrong.’ You may be pleasantly surprised!”

– Jordan Malik, Honest Online Selling.

If Amazon denies your request for feedback removal, don’t panic. Here’s what to do next.

Chill Out10T I P # Contact Them11

T I P #

Take a breath and a quick break from your computer. It sounds juvenile – but the worst thing you can do is respond to anything in the heat of the moment when your emotions are still running high (because let’s face it, getting negative feedback sucks).

As soon as you feel cooled off, contact them through Amazon’s messaging system.

Remove all emotion from the correspondence. Apologize for the situation– even if you weren’t in the wrong. Doesn’t have to be groveling or admitting fault; you can simply say that you are sorry their experience did not match your brand standards. Ask them for the details and timeline of the issue. Let them know what you will do next. Communicate clearly and often.

“Communicate clearly and often.”

9|

If you do not receive any response within 48 hours and the feedback had expressed legitimate concern with the order (i.e. wanted a refund), try reaching out over the phone.

Yes, the phone! It may feel a little uncomfortable breaching the wall from online to person-to-person, but it’s worth salvaging your feedback rating and making sure you do everything you can to turn that negative feedback into something positive.

For proper Amazon phone etiquette, try these tips.

Introduce yourself. Call and say something like, “Hi Sam, this is John. I’m calling about the immersion blender you bought on Amazon.com.” They won’t remember your storefront name, so remind them of the order by letting them know what they bought. Have a candid conversation, and really listen. Work with them to find a solution, and once you do, it’s fitting to kindly request an update to the negative review. Communicate next steps, and follow up continuously until the issue is resolved appropriately.

It May Take Time12T I P #

Some buyers check out on Amazon with an email address they don’t use regularly…others may have emails from an Amazon seller sent to spam without knowing it. It’s normal for buyers to take longer to respond to your feedback issue inquiry than you’d like them to.

13T I P # Call

10|

Snail Mail14T I P #

Leave a Comment15T I P #

If, after working through the above suggestions, they have not removed the negative review, contact them the old fashioned way – snail mail

Sometimes, you may get a buyer who will refuse to cooperate, no matter what you do to rectify the situation. It can happen. If that’s the case, leave a store owner comment.

Send a thoughtful (yet professional) handwritten request. Make sure it’s very non-confrontational and reminds them of all the actions you took to make things right. They may have simply forgotten about the bad review, and will promptly login to fix it for you at that time. Stranger things have happened. Negative reviews can make or break you. It is 100% worth it to do everything you can to remove them, and it’s crucial to keep your feedback score high. Jordan Malik suggests aiming for a score of 98% or better. According to Jordan, a high seller rating is critical because • It helps you compete with other sellers. • A high percentage of negative feedback may lead to account termination.

Like we’ve suggested for all buyer-seller communication, you need to remove all emotion. State exactly the facts and what steps you took to solve the issue. This is public, and you only get one shot. Proofread, then proofread again.

“ I achieve more ‘Buy Box’ exposure (versus the competing sellers) when my feedback score is higher than

theirs (even when my price is higher).” – Jordan Malik, Honest Online Selling

11|

Leaving a comment on negative feedback is for the benefit of future buyers. You don’t want shoppers

to turn away because of one negative review. If they see what you did to try and solve the issue,

and a buyer still wouldn’t budge on the feedback, they will likely see that you are a considerate and

reasonable seller and will feel comfortable purchasing from you. As most of us know from experience,

you just can’t please everyone.

If you follow this guide, abide by all policies, communicate quickly and practice

exceptional customer service, you should feel confident in your Amazon business. Once

you master Amazon, you can easily grow your business and sell on other sales channels.

The more channels you sell on, the greater your exposure and potential for sales

will be. Use this guide to rock it on Amazon, and you will be prepped to grow your

ecommerce business into an entrepreneurial empire. Ready to take your multichannel

business to the next level? Sign up for a free 15 day trial with ecomdash to grow sales,

scale quickly and compete online!

12|

“Do everything you can to protect your Amazon seller account. To do this, you must always Make sure your customers get their items by the promised delivery date. Answer customer inquiries within 24 hours. Accurately report your inventory so that you're not forced to cancel orders if you run out of stock.”

PRO TIPSKIP McGRATH