Banding together with an experienced third-party seller on Amazon ought to have boundless upside for reinforcing your brand’s image, visibility, and product listing. However, as a result of increased competition, how can a brand truly evaluate the ability of a seller to add benefits if a relationship is established? There is definitely a need to as 51% of Amazon sales come from merchants OTHER than Amazon according to a Buzz channel News article.
With sales figures as staggering as that, obviously, 3P merchants are a capable power in the eComm space and should be engaged to help boost your brand’s sales in the most efficient manner possible- with least amount of engagement from you.
So, what to look for in a brand partner? Here’s some key differentiators between a partner vs a buyer only.
Keyword and Feature Rich Product Listing Presenting Goods in Most Favorable Light
Put plainly, a great listing will generate sales. It does not happen overnight, and there are additional considerations such as reviews, etc. Experienced brand partners actively improve listings to maximize sales.
This benefits the brand, as marketing is a constantly evolving sequence. Experience allows us to understand that a decent listing is part workmanship and part science and will work to boost each area of description and bullets/features to turn browsers into purchasers. One perception of a listing is that it is finite real estate. Like real estate, you as the brand owner want to put to best use the limited space you must maximize benefit- in this case sales, etc.
Key differentiators that will set your product listing apart from competition that your brand partner will do for you:
- Keyword research and insertion in title and throughout listings to Increase Visibility
- Detailed Bullet Points
- Effective Photos with Selling Points that are not only photogenic, but utilization centered to allow customer to see themselves using the item
Traffic Boosting Through Keyword Research
Using relevant keywords will help to drive traffic to you listing. However, it must be desired traffic in that relevant keywords should be used. You would not want to drive traffic from customers that will not purchase. For that matter, the key differentiator between Amazon searches and Google searches is this- Amazon targets BUYERS rather than RESEARCH and RELEVANCE. This is huge, in that your brand may have an audience heretofore unknown, but keyword research will enable that niche to be found.
Interestingly, this will also benefit your off-Amazon sales, and in turn could become an advantage for you to to stress to your B&M locations when they call with questions. Why? Research indicates that approximately 50% of item research begins on Amazon.com. This is your opportunity to engage potential customers. These in turn may or may not purchase from Amazon but may choose to go to store local to them to touch feel and buy today there. It started on Amazon but ended in the local store.
Many sellers do not understand the listing instead simply choosing to piggyback on the existing listing and not improve upon it as they add no value. If this is the case, then potential buyers on Amazon are then almost by chance “stumbling over” something. Which would you rather have as a marketing tool- defined action or random chance? It is imperative to have the correct keywords associated with the product you are marketing.
Numerous sellers attempt to update keywords based on thought or subjective measures, but instead pick the wrong words to use in the title and body of the listing, leaving a ton of cash on the table. Experienced sellers know precisely which keywords to emphasize in a listing and furthermore have tools to measure listings ascend in the rankings while others crash and burn.
An expert 3P Seller will do this on your behalf; though as there is a huge time investment involved, it may be conditional upon reduced sellers for a given channel.
Make Product Listings Using Photos
Each Amazon listing allows up to 8 photograhs. Many sellers utilize these photograph possibilities only to show the item, rather than show the product in the best possible light as well as turning the photo itself into additional ad copy. This is a major misstep. Make your photographs work twofold in time by transforming them into standalone sales presentations.
Use imagery to emphasize your item’s extraordinary highlights and to enhance factors, for example, visualize measurements, specialized capacities and other purposes of the item can go far to teach your prospective customer and incite purchases. Good 3P Sellers will have the specialized capacity to overlay photographs with content and will likewise know which bits of detail to show on the offer sheets.
Using Bullet Points for Selling Products
Advanced 3P Sellers know how to take full advantage of the space Amazon provides in their listings. This is something most sellers neglect to do while making their listings and their visual cues are only a couple of words long. They likewise tend to list the wrong keywords or feature highlights in this space.
One approach to think about this is to list highlights of your item yet go further and explain to potential purchasers why these highlights matter to them and what potential issues your item could solve for them.
Generating Product Reviews
Having an extensive number of positive reviews for your product raises it’s search rankings as Amazon wants to provide a good customer experience. Likewise, those same products with poor reviews will be ranked lower. As such, the higher the positive reviews relative to poor reviews, the greater chances of converting browsers to sales. In this way, it is critical that the 3P Seller you work with has a past filled with requesting item reviews.
By and large, just 2% to 5% of purchasers will leave a review of an item they purchased on Amazon though in reality those reviews have an outsized impact on how customers choose purchases. A 2013 study by Nielsen demonstrated that four out of five Yelp clients said they read client criticism before purchasing something. Think of that- 80% of the buying decision arises from only 5% of the purchaser’s opinion. It makes sense to manage that perception and get those with a poor experience to feel you as the brand have done everything to alleviate the problem.
Expert 3P Sellers will likewise react to negative reviews in a manner that is consistent with your, the brand’s owner, expectations. We are your advocate.
Neglecting to react to negative reviews is a trap numerous merchants fall into, however prepared 3P Sellers realize a prepared and anticipated reaction goes far in eliminating negative perceptions.
Policy for Violators
A viable 3P Seller ought to exclusively be brand-centric in their focus, and act as a guard dog for your sake to ensure there aren’t any terrible sellers on Amazon disregarding your Minimum Advertised Pricing (MAP).
Neglecting to stop vendors who are offering your item underneath MAP could have an entire host of negative impacts. A decent 3P Seller ought to carefully be scanning the online channels for vendors undermining your value, know how to report them and have the legitimate capacity to prevent them from proceeding to offer that item.
Proficient 3P Sellers will likewise react to negative reviews in a convenient and faithful form that will indicate potential purchasers that you consider client benefit important and are committed to settling any issues that may emerge with a request.
Neglecting to react to negative reviews is a trap that numerous merchants fall into, however prepared 3P Sellers realize that an all around created reaction goes far.
Drive Sales by Pay-Per-Click Advertising
Previously, listing optimization was discussed with respect to keywords and terms used in the listing. However, there is still more research and traffic to be driven by Pay Per Click (PPC) advertising.
The initial seeding of words found using tools is what is used to improve your listing in the listing itself and in the “backend” of the listing for additional keywords not visible, but relevant. PPC advertising is driving traffic to a given listing utilizing a bidding system on Amazon’s site for keywords. These keywords use different methods to be found- broad, phrase and exact matches all with different bid amounts which can become quite expsnsive if not managed correctly.
A good brand partner will utilize PPC on your brand’s behalf. Does yours? We do.
We can Help
At Jim’s Whims, we have demonstrated experience spanning years assisting brands with Amazon.
Additionally, we can bring value to our brand partners by improving Amazon listings optimizations and Pay Per Click (PPC) Advertising campaigns at a very reasonable cost while building your brand with your image. We’re upbeat about the future, and would love to talk further, call us at (469) 487 8221.
About Jim’s Whims
We’ve built relationships on trust, results, and a long-term vision for growth and sustainability. Ultimately, we are passionate about creating a business of quality endeavor and connectivity. This is how we seek out partnerships with brands and distributors; a genuine, personal investment in the lives of customers. We will get to know you. You will get to know us. Let’s get to mixing!
By: The Team @ Jim’s Whims