Amazon as a platform can provide tremendous growth to your brand and products overall. Let’s cover a few common questions that brands generally debate that revolve around growth on Amazon:
- Is Amazon a place where I can grow my customer base?
- Are sellers providing value and driving new customers to our products?
- Is there a point to adding another seller to carry our products if we already have a few of them?
To answer these questions, the answer is to all of them is YES.
However, you will get varied results based on the experience level of the sellers you work with. The reason being is that they will know how to best position your products, get them in front of more people and convert better than other while providing the customer care needed to bring them back in the future. The experience of the seller and what they can do for you is the variable.
Here’s a few things experienced sellers can do to help promote your products better and drive sales to your products from new customers in addition to people already searching for your brand:
- Keeping product in stock
- Advertising your products via PPC (Pay per click advertising) and we pay for this ourselves if we sell your products
- Help improve your listings to get better search results
Making sure your product’s Amazon listings don’t go out of stock is very important. Not only is it a loss of many potential sales, it also represents your brand poorly to the customers viewing it on the marketplace.
Another negative effect to out of stock listings is that when those listings generate less sales due to item’s not being available to purchase, the listings Amazon sales rank will increase. The lower the sales rank, the better it is for your product. A lower sales rank results in more sales and more visibility in the search results as Amazon deems that the listing is more relevant to potential customers. Choosing sellers who can do enough business with your brand that also buy across a very wide variety of your SKUs is important to achieving this.
Our company specializes in ramping very quickly with monthly orders in order to gauge proper buys to not go out of stock as well as buying across as many SKUs as we can.
Another defining factor when it comes to choosing your Amazon partners is PPC (pay per click) advertising. An important question to ask is:
Is your brand currently working with sellers that are helping to increase your brand’s customer growth in this way?
When working with experienced sellers (such as ourselves) we use years of Amazon experience to help increase a brands customer growth and exposure on Amazon. This is accomplished by spending money for ad placement across different places on Amazon where you would get additional exposure for your product listings. We use PPC (pay per click) advertising to sponsor products for related key words and this helps display the listings against related search terms. This even gets product in front of customers who may be looking for competing brands. Ad spend also works to drive the items Amazon sales rank down over time.
As mentioned before, items with lower sales ranks gain more exposure to customers by generating higher in search results. The easier the product is to find, the more likely it is for a customer to purchase it. Also, this will help keep the rank consistently low which will allow for ALL sellers who sell your products on Amazon to continue selling more additional product which will ultimately increase your sales above your current amounts.
Lastly, let’s cover the process of improving your listings. There are many things you can do to improve the quality of your listings and if you have experienced sellers working with your brand that understand Amazon they can help you implement some of these items to continually improve your products over time which will increase sales. Some of these items to consider are:
- A product title that has relevant keywords included and is the proper length (~150 characters)
- A quality product description that outlines the specific use for the item (length matters here as well)
- Maximum number of bullet points to discuss features, value adds and product characteristics that communicate the benefits of this product to the customer
- At least 6 high quality photos that showcase the entire product and fit Amazon guidelines (including white background to be compliant)
- Increasing the number of reviews and improving the rating of the product over time which gives the listing social proof and leads to more customers
All of these listing characteristics when done correctly can give your listing the necessary rocket fuel to help bring your product in front of new customers and better convert the ones who may have already stumbled upon your products on the Amazon marketplace.