7 Secrets for Boosting Sales on Amazon

Nathalie Hapgood

Senior Brand Strategy Director, Jellyfish

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Amazon has become a massive sales platform for literally hundreds of thousands of companies. Many have already implemented the basic and easiest of strategies and tactics to drive conversion. You probably already know them and can spout them off without difficulty.  But there is another level of best practices, the ones that the experts utilize and often keep to themselves.

Here are 7 tips prepared by Raphael Guedj Pignol, founder of  Seelk  (the preeminent eCommerce experts) and Rémy Angel, Deputy Managing Director of Webedia in Paris. So hang onto these, and maybe don’t OVERshare them, as these techniques can help change and transform your business on Amazon quickly and efficiently!

1. How to Index your “Backend Keywords”

Backend keywords are as important as the title, bullet points, or product description, which are the 3 indexing levers of your offer on Amazon. The 4th is in the background and must be carefully set up.

In fact, since 2018, Amazon has changed its keyword rules. The algorithm today accepts only 250 signs (including spaces). Be careful if you exceed this number of characters, as all indexing is deleted by Amazon, not only the excess words. To write this back-office content follow these tips:

1. Use only words, do not use punctuation (comma, two dots, dashes, etc.), and separate them by a space only;

2.  Do not repeat the keywords in the title (it’s counterproductive) and don’t use quotes. Use different attributes, synonyms, or alternatives to extend the semantic map of your entire product listing.

3. There is no need to index typos or spelling errors, the algorithm has already predicted the misspelling.

4. Finally, if your records are from before 2018, consider reviewing everything with these new rules in mind.

2. How to Check if Your Backend Keywords Have Been Indexed by Amazon

Each product sold by Amazon is determined by an ASIN (Amazon Standard Identification Number) reference. This number of ten digits appears both in the URL and in the “DETAILS ON THE PRODUCT.”

To find out, if a keyword has been associated with your product, type the ASIN into the search bar followed by the dash sign – and the word.

If the search points to your product, it’s confirmation that the indexing has indeed taken place. If you come across the word “no result”, then go back to your backend and adjust.

3. How to Create a Sense of Urgency on Your FBM (Fulfillment by Merchant) Offers

When you generate deliveries it obviously lowers your supply of stocks. Therefore it is feasible to create a situation where the product is close to being out-of-stock.

When you announce less than 20 products in stock, the mention of the remaining number appears in the title. The idea is to artificially maintain stock below this limit to give consumers a sense of urgency to purchase.

4. How to Influence the Algorithm to Sell Related Products

It should be noted that Amazon’s algorithm itself organically identifies products commonly purchased in the same basket. For example a phone case might offer up a protective screen cover, or a hair dryer may offer up a brush as well.

To maximize your additional sales, don’t hesitate to create promotions on a 2nd product or on specific packs. By seeing them bought in the same basket, Amazon will also consider them “associable” and you will no longer need the promotion, they will appear in the shopping recommendations.

5. How to Multiply Customer Feedback with Seller Central’s CRM

The number of customer reviews and the ratings associated with them are an essential lever to optimize both your visibility and your conversion rate.

So if you’ve chosen the FBM (Fulfillment by Merchant) formula, Amazon’s Seller Central CRM allows you to send an email to the buyer to encourage them to share their shopping experience.

However, this should be done manually and on a case-by-case basis. But its effectiveness is indisputable. We know that even with just five comments, the results are much more efficient.

6. How to Optimize the Content of Your Description Through Web Listening

Fueled by marketing, the product description must first meet the consumers’ priority of needs. 

The study of data from the Google search allows us to refine this based on their potential. So review the attributes that represent the largest volume of Google queries. The study of data from social listening is a real plus to cover this same objective.

7. How to Better Convert by Focusing on Emotion

The better the story you tell about the product, the more context you give it, the better your chance to convert. 

We’ve been talking about customer experience for a long time. Now let’s talk about product experience. It can’t be said enough, that the products are the last content consumed before the act of purchase. Its importance is therefore paramount. Extending your brand platform, the endpoint of all your branding strategies, consideration, and acquisition, the product selling points must be thought of as the highlight of your e-commerce strategy. Take the time to reflect on the emotion generated by the consumption of content and enrich the experience with the same care taken on the creation of your brand campaigns.

Amazon has an A-space that allows you to showcase your products and the consumer: comparisons, infographics, improved photos, videos, content assets. For example: Don’t hesitate to reuse your acquisition content such as those featured on your blog or website.

So, take care of the visuals, the wording, and the references used for your product. Make it easier for the user to see how this helps them in their daily life and use their references. Look for the story you want to tell about your product and about your brand. What benefits will consumers get from it? The content must be unique.

By incorporating these 7 tips into your sales techniques, you will have all the tools in hand to work on both your SEO and your conversion. See you on Amazon!