Amazon is home to over 9.5 million sellers worldwide, according to Marketplace Pulse, and brands are still eager to be a part of its continued growth. Sellers who are new to Amazon stand to make substantial revenue. In fact, based on the Jungle Scout’s 2022 State of the Amazon Seller Report, new brands make between $26,000 to $810,000 on average every year. Therefore, establishing your brand in the right way is vital to making the most of the revenue potential on Amazon. This article outlines the key factors to building a successful Amazon brand.
Why Setting Up an Amazon Brand Properly Matters
When approaching set-up, certain steps can enhance your ability to sell on Amazon by increasing search rankings, product visibility, and customer experience.
Amazon’s reputation is one aspect that new brands can utilise to boost conversion rates. Simply put, people trust Amazon and the services they provide. If you can position yourself as an Amazon selection, either by qualifying for Prime Delivery or an Amazon choice, it will increase sales. Moreover, when you have a profitable brand on the platform, you access a significant global audience. Nowadays, many people even use Amazon as a price comparison tool to compare products on other eCommerce sites, further highlighting the need to have a solid online presence on Amazon. In the following sections, we outline ways to utilise Amazon’s reputation to increase sales potential.
High competition is one of the reasons some new sellers are put off by Amazon. However, with over 300 million users globally and 200 million households with a Prime subscription, eCommerce businesses understand the value of Amazon’s customer reach. That said, when setting up your brand, there are some actions that are imperative to your success. These include specific marketing techniques to increase rankings on search results and product visibility. Some brands consider hiring experts, like Nuoptima, an Amazon agency that can fast track growth and break through the intense competition, thanks to their expert teams and proven industry experience.
Customer experience goes a long way to sustaining your brand and increasing sales over time. With a cocktail of seamless shipping and excellent customer service, your shoppers are more likely to leave glowing reviews and turn into repeat customers. Reviews are a critical driving factor in purchasing decisions. In the next sections, we consider how to create a good user experience and customer journey to ensure your buyers come back to review and buy again.
7 Things to Consider When Building an Amazon Brand
Below we highlight 7 considerations for building a successful Amazon brand. Together these steps can improve customer experience, break through the competitive market, and utilise Amazon’s reputation to increase sales and revenue.
Amazon Brand Registry
As so many brands sell similar products, it’s essential to establish authority within your niche. Potential buyers need to trust your product and your company, so make sure you consider this from the start. After creating and setting up your Amazon seller account, sign up for Brand Registry. This is how you get permission from Amazon to sell products on their marketplace. Brands that enroll on Amazon Brand Registry are entitled to further control and enhanced rights; however, to qualify, you must meet Amazon’s requirements.
Understand What Factors Affect Search Rankings
Search rankings refer to the position of your product listing on a search results page. A10 is the name of Amazon’s innovative algorithm that assesses how relevant your product is to the searcher’s query. The newest version of Amazon’s algorithm considers the customer experience when deciding how to rank your product.
Appearing on the first results page, particularly near the top, is the best way to improve product visibility and sales. Various things affect your products’ positions, from how you optimise your listings, if you pay for Amazon PPC ads, and more. Amazon SEO is essential to improving the positions of your products on search pages. Knowing how to optimise your eCommerce store will help you increase organic traffic to your listings and improve product visibility.
Factors that affect Amazon search rankings:
- Relevancy of your product (For instance, this is reflected in the title, description and images);
- An optimised product page;
- Bounce rate;
- Appropriate pricing;
- High-resolution images;
- Conversion rate;
When you understand search rankings and use SEO to improve yours, this will be the very thing that sets your brand apart and generates sales.
Curate High Converting Product Pages
Getting your listings right is the difference between generating thousands in revenue or nothing. The purpose of your product page is to convince the viewer that your product is worth buying and better than your competitors. Not only do you want your conversion rate to be high, so you generate more sales, but it is also a ranking factor.
Optimising Amazon listings is a fundamental part of SEO and lays the foundation for growth. There are over 20 features to consider when creating the perfect product page. The following are just some of the things you need to take into account:
- In-depth and relevant keyword research;
- Implementing keywords into product title, product features, and product description;
- Taking high-quality photos;
- Writing concise, convincing copy.
An excellent product listing will have a high conversion rate and low bounce rate, thanks to the compelling copy, appropriate keywords, and strategic layout. In short, it is the key to standing out!
Utilise Amazon Tools and Services
Amazon has various tools and services to help brands build reviews, improve their listings and create a more seamless selling process. It’s important to utilize some of these as they can help boost your chances of appearing higher in search results and creating high-converting listings.
For instance, Amazon A+ content refers to sellers with enhanced product pages and rich content. The free, basic version provides suggestions to make your product page better, while the premium version sees sellers with premium features, enriched FAQs, and mobile- and voice-friendly pages that easily integrate with Amazon Alexa devices.
Another popular service is Fulfilment by Amazon (FBA). Amazon FBA is third-party shipping, logistics, and fulfillment service run by Amazon that gives sellers various benefits. FBA brands benefit from Prime delivery, a seamless after-sales customer journey, and excellent customer service provided by Amazon. What’s more, the A10 algorithm considers FBA to be a ranking factor as customers are more likely to choose products that qualify for Prime shipping.
Knowing which tools to use is important as it can give you a unique edge against the competition and increase sales potential.
Use Brand Analytics
Another tool that Amazon brands can take advantage of is Brand Analytics. Registered sellers benefit from accurate data and valuable insights to understand what factors are working and what areas need improvement. Sellers can get a plethora of information from this tool, including information about high converting top searches, product comparison, and demographics. An expert can help you interpret this data and apply the right strategies to your marketing campaign.
Listen to Your Customers
As of June 2020, Statista found that 57% of people use reviews to drive purchasing decisions. Hence, it’s essential to listen to feedback from your customers and improve your product. For instance, if common complaints keep surfacing in your reviews, you may have to adjust the listing so consumers understand the product better. Alternatively, look into upgrading your product to solve these issues. If you have excellent reviews about your product and customer service, it will help drive more sales and higher rankings in search results, as the algorithm will see this as a positive customer experience.
Consider Hiring an Amazon Consulting Agency
The above steps can seem overwhelming, but they offer the best methods for building a successful brand on Amazon. Due to the vast competition, it’s essential to understand the digital landscape that makes up Amazon, what things affect rankings and best practices to follow. It’s a huge process, and every element works synergistically to generate excellent revenue.
As this can be time-consuming and difficult for businesses that lack the expertise, an Amazon agency, like Nuoptima, could help accelerate your brand. With the help of their experts, they can suggest the right Amazon tools to use, stay ahead of new releases and updates, and receive better support. An Amazon consulting agency uses specialist software to do thorough SEO research and implementation to make sure you’re targeting the right audience – crucial to generating sales and setting your store up for long-term growth.
The beauty of outsourcing the management of your Amazon store means you can skip the awkward trial and error phase that costs you time and money. Investing in a growth agency like Nuoptima gives you access to experts with numerous success stories under their belts and fast tracks your success.
The above actions work together to improve customer experience, make use of Amazon’s reputation, develop an effective marketing strategy and tackle the fierce competition. By following these steps, you can increase search rankings and conversion rates to establish a successful Amazon brand. If you have any concerns or difficulties setting up your store, an Amazon management agency can help navigate these challenges and set your brand up for sustainable growth.
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