Consultation on Growing Your Amazon Business
Much like Chess, you need a strategy for marketplace selling. Before you can even think of joining Amazon or any marketplace, you need to consider the pitfalls and what is required operationally before you begin. We offer consultation to help build an effective strategy suited to your business needs and advise on all the latest policies in place.Contact us
The amount of companies succeeding on Amazon is ever-increasing, but it doesn’t come without its difficulties. Every year Amazon attracts thousands of businesses and this shows no signs of slowing down. In fact, there are nearly 2 million active businesses registered on the platform now! On a recent trip to India, Jeff Bezos openly spoke about growing the platform with the hope that 10 million small and medium businesses might be selling on Amazon globally by 2025!
With that said and before embarking on your new or existing exciting journey to become a power seller on Amazon, you should pause and take a moment to think about what you want you to want to achieve. We help break this down into 3 simple categories.
You’ll need to decide whether you have a retail relationship with Amazon or create and manage your brand by selling to consumers via Amazon’s third-party marketplace. In some instances, businesses choose to open both accounts, often referred to as a ‘hybrid’ model.
There are now 17 Amazon locations around the world where you can register and sell online. One of your responsibilities, and with our help, will be to research where you need to be tax registered. This will determine where you can hold inventory in Amazon’s fulfillment centres. Some countries require this by law, especially in the EU if you wish to use Pan European FBA.
One of the undeniable benefits of selling on Amazon is their incredible warehousing process and ability to ship to Prime customers the next day, in some cases, the same day! You have the option to use Amazon’s FBA (Fulfilled By Amazon) program where they hold your inventory in a network of fulfillment centers so they can pick, pack and ship to customers on your behalf, at a cost. Or, you can choose to sell your products and ship directly to the customer from your own warehouse or 3rd party logistics partner.
Sending inventory to Amazon should be carefully planned. Amazon charges for storage based on volume and length of time it holds your stock. Amazon uses an Inventory Performance Index (IPI) scoring system – this restricts the amount of inventory you can ship in, which will then increase based on your sell-through performance
In order to work out your profitability, you must first study Amazon’s referral fees (commission on sales). The fees differ based on your product’s selling category and in addition to this, you will be calculating FBA fees and budgeted pay-per-click advertising costs. Other costs to factor in will be returns – this too varies depending on the category of products.
Once you have decided upon your plan to operate on Amazon, it’s now time to upload your catalogue. When uploading your catalogue, it’s important to list in the right category. This will help customers search and how they find your products. It’s important to factor in keyword optimisation and list as many attributes as possible. This will contribute to organic ranking, pay-per-click relevance, and performance later on. It’s worth noting that 86% of searches on Amazon DO NOT contain brands. Consider your medium and long-tail keyword strategy so that you can future proof your listings.
Amazon uses a clever algorithm – A10. This algorithm is the “secret sauce” when it comes to optimisation and while no one knows the exact ingredients, there is enough data to make accurate decisions with your brand. Amazon’s algorithm takes into account, the length of time on Amazon, Sales History, Returns % and Processing, Listing Optimisation, Photography, Brand Stores, A+ Content, Pay Per Click Advertising and Reviews.
If you have the option to register your brand with Amazon, you should do so as soon as your account is open. For instructions on this, visit https://brandregistry.amazon.co.uk Having your brands connected to Brand Registry will not only give you tools to protect your brand, it also opens up powerful selling tools such as VINE (Amazon’s product review program), Brand Stores, and A+ Content. In addition to this, Sponsored Brands and Sponsored Display Ads become accessible when creating advertising campaigns.
Making your products stand out when customers are searching on Amazon, and maintaining a high click-through rate, we cannot stress enough the importance of creating high-quality images for your products. Clean product images along with lifestyle pictures help tell the story of your product. Not only that but the accuracy of the content on your listing can help keep returns to a minimum. Get in touch and find out how we can help create images that leap off the page!
Because Amazon is a customer-centric business, it’s no surprise that looking after customers is their number one priority. Because of that, one of the biggest influences in any form of success with Amazon is ‘price’.
Amazon Deals offer tools for you to create Prime Exclusive offers, “Lightning Deals”, “7 Day Deals”, Coupons and “Buy One, Get One”. Part of the process in being successful on Amazon will be how you position your product’s pricing.
In addition to Amazon Deals, there is a wide range of seasonal events on Amazon that you can plan for globally. These include large events such as Black Friday, Cyber Monday, Prime Day and Q4 holidays. More localised events, such as in the US, might include Dads ‘n’ Grads, President’s Day and Memorial Day sales. All of these events are great opportunities to increase the visibility of your products and sales
Part of Amazon’s advertising program is its Pay-Per-Click system. This is an essential tool and should be budgeted to help increase brand awareness and sales. Amazon’s PPC model is designed to capture the attention of customers who are at the stage of considering their purchase, meaning they are much further down the journey in their sales decision and as such, will be influenced by relevant ads showing highly optimised listings. Get in touch if you would like to discuss further how we can help increase your sales through PPC ads.