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