Archive for August, 2021

How Pricing Strategy Helps You Win the Amazon Buy Box

How Pricing Strategy Helps You Win the Amazon Buy Box

Amazon wants to be Earth’s most customer-centric company. This means providing the best customer experience possible. In doing so, Amazon seeks to provide the largest selection of products at the lowest prices. Many sellers underestimate the importance of developing a strong pricing strategy on Amazon. It takes careful planning to determine a price that will win you the Buy Box. This is the white box on the right side of the Amazon product detail page where customers can add items to their cart. Without the Buy Box, you will not make sales. This article will explain how a strong pricing strategy will help you win (and keep) the Buy Box on Amazon.

How Amazon Determines Featured Offers

Products that have the Buy Box are called Featured Offers. Amazon displays these near the top of a product detail page. Customers can buy the Featured Offer with one click or add them to their shopping carts.

A key feature of Amazon is that many sellers can offer the same product. If more than one eligible seller offers a product, they may compete to become the Featured Offer. To find out if any of your products are eligible for the Featured Offer, login to your Seller Central account. Go to Manage Inventory and click PREFERENCES. Select BUY BOX ELIGIBLE and save changes. The column will display the status for each of your ASINs.

Amazon selects the Featured Offer from the pool of eligible offers on a given product. They look at many factors to identify which offers customers are most likely to buy. This includes availability, delivery speed, and customer service – and most importantly – price.

Understanding Amazon’s Fair Pricing Policy

Amazon wants to offer the lowest prices possible because it builds customer trust. They track the prices of all products sold on Amazon and compare them with other marketplaces. If Amazon sees your product priced lower on another website, they will penalize you. They may remove the Buy Box, remove the offer, or suspend the ship option. In serious or repeated cases, they may end your selling privileges. Pricing practices that harm customer trust can include:

  • Setting a reference price on a product or service that misleads customers
  • Setting a price on a product or service that is higher than recent prices offered on or off Amazon
  • Selling many units of a product for more per unit than that of a single unit of the same product
  • Setting an excessive shipping fee

How to Measure Pricing Health on Amazon

Amazon wants you to succeed as a seller. To do so, they help you find ways to improve your pricing. The Pricing Health tab in your Seller Central dashboard provides an overview of your current pricing strategy.

The Featured Offer Tab contains all offers currently ineligible to be a Featured Offer. This could be because they are not priced competitively compared to other retailers outside of Amazon. They might also be priced higher than recent prices observed in Amazon’s store. The Featured Offer Tab also contains offers currently eligible to be the Featured Offer but are not due to uncompetitive pricing.

The Sales conversion tab lists all products with customer views but no sales in the last seven days. You may be able to improve sales conversion by lowering your total price (price + shipping) so that it is below the suggested lower price.

The Inactive Offers tab lists all items currently deactivated due to potential pricing errors. Amazon detects potential pricing errors based on several factors, including its Marketplace Fair Pricing Policy and the Featured Offer price. When Amazon detects potential pricing errors in your listings, they will notify you. In more serious cases, they might deactivate your affected listing.

How to Automate Your Pricing Strategy on Amazon

Selling on Amazon often requires adjusting your pricing. Factors like cost, shipping, and industry changes will impact your pricing strategy. Many brands use a repricing tool to automate the process of adjusting prices on products.

Amazon provides its own repricing tools within Seller Central. Automate Pricing allows you to automatically adjust prices on SKUs in your catalog in response to certain events without having to revisit the SKU every time you want to change your price. To do so, you create a pricing rule, set the rule parameters, and then select the SKUs to which the rule applies. Amazon applies Automated pricing only to the SKUs you designate (not to your entire catalog). You can start and stop automated pricing rules at any time, as well as change your rules or the SKUs to which your rules apply.

You control the prices by defining rule parameters, setting minimum price and maximum price (optional) boundaries, and selecting the SKUs you want to automate. If you do not set a maximum price, Automate Pricing will make sure your offers are not priced significantly higher than recent prices. This will keep your offers eligible to become the Featured Offer.

If you do not want to use Amazon’s Automate Pricing tool, there are many 3rd party repricing software programs and services available.

Channel Key Takeaway

Maintaining your pricing strategy on Amazon can be complex. A big mistake sellers often make is thinking they can “set it and forget it.” It is important to watch your pricing to make sure you are winning the Buy Box. If you are not winning the Buy Box on certain items, check if your pricing is the cause. Sometimes this is not a quick or easy fix. Your pricing strategy will involve many factors and considerations. This article covers the basics, but there is much more to know. The more expansive your catalog, the more challenging it will be to manage your pricing. At the end of the day, your goal is to win the buy box. Understanding how to develop a strong pricing strategy will help increase your success on Amazon.


ABOUT CHANNEL KEY

Channel Key is a full-service channel management marketplace consulting agency that has helped generate nearly $500M in Amazon sales for brands worldwide. Complete 360-degree services include marketplace strategies, content development, marketing and advertising, catalog management, marketplace and fulfillment setup, ongoing consulting, and much more.

Amazon Case Management: How to Resolve Account Issues Quickly

Amazon Case Management: How to Resolve Account Issues Quickly

Case management is an important part of selling on Amazon. As the largest e-commerce marketplace, Amazon is complex, compliance-driven, and ever-changing. The platform introduces new programs and protocols all the time. An honest mistake can lead to inventory delays and even account suspensions. This can halt sales and send your team scrambling to troubleshoot the issue. Knowing how to navigate Amazon’s case management system helps keep your products live and generating revenue.

What is Amazon Case Management?

Case Management is the act of connecting with Amazon Support to resolve problems with your account. This can be a lengthy process, depending on the issue. Sellers and vendors can create cases through their Seller Central or Vendor Central dashboard. Common reasons to create a case include the following:

  • Problems with Product Pages
  • Compliance Violations
  • Fulfillment Issues
  • Stranded Inventory
  • Customer Disputes
  • Error Messages
  • Account Security Breaches

How to Create a Case in Amazon Seller Central

  1. Login to your Seller Central account and click HELP in the upper right corner.
  1. Click CONTACT US at bottom of the pop-up window.

  1. Click SELLING ON AMAZON in the new window that pops up.

  1. Type the issue you want to resolve.

5. Create a case from your options on the left.

Best Practices for Amazon Case Management

Resolving an issue with your account is not always easy. Amazon is a robust marketplace. Complex problems often take time to fix. The following tips can help speed up the process:

  1. Be Succinct
    Amazon Support always has many cases to review. The quicker you explain the issue, the more likely they are to solve it.
  2. Know Your ASINs
    Support Representative’s often need ASINs (not SKUs). If your issue is product-related, have your ASIN details ready.
  3. Be Prepared
    Anticipate what Support Representatives may ask. This will help move things along. For example, if you request UPC changes on a listing, Amazon will likely need proof that you are the brand owner of that product. Have any relevant documentation ready before contacting Amazon Support.
  4. Document Your Correspondence
    Your case may take time to resolve. It is common to speak to multiple Amazon Support Representatives. Keep track of who has helped you and any progress made. This will help prevent having to start over from the beginning.
  5. Be Polite
    Amazon Support Representatives are humans. Be polite and respectful of their time. Interpersonal skills can speed up the process.
  6. Respond Quickly
    If Amazon Support asks a question, respond in a timely manner. Otherwise, they may close the case before you find a resolution.

Channel Key Takeaway

Case Management is often the most challenging part of selling on Amazon. Even veteran sellers encounter problems, from compliance violations to account suspensions. Partnering with a recognized Amazon agency is your safeguard against challenges like this. With over 150 brand partners, Channel Key has come across virtually every issue imaginable. Our close relationship with Amazon translates to speedy case management. More importantly, we work hard to track account health and identify any risks in advance. Preventing issues in the first place is the best form of case management on Amazon.


ABOUT CHANNEL KEY

Channel Key is a full-service channel management marketplace consulting agency that has helped generate nearly $500M in Amazon sales for brands worldwide. Complete 360-degree services include marketplace strategies, content development, marketing and advertising, catalog management, marketplace and fulfillment setup, ongoing consulting, and much more.


Discover How DTC Brands are Winning on E-Commerce Platforms

Best Practices for Content Management and Optimization on Amazon

Best Practices for Content Management and Optimization on Amazon

Content management and optimization on Amazon is important for many reasons. Customers need to find your products before they can buy them. When a shopper enters keywords into the search box, Amazon matches them with products that contain those words in their titles and descriptions. Once shoppers land on your product page, the quality of the content influences whether they make a purchase. By providing relevant and complete information for your product, you will increase visibility and sales.

Optimizing Amazon Product Titles

You only have a moment to catch the eye of a shopper. Your product title should echo what would be on the physical packaging. Remember that each individual word in the Product Title is searchable on its own. For example, a product called Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2) is better than Blue Pillow Cases. This is because the recommended Product Name above includes the following information:

  • Brand – Laura Ashley
  • Product line – Sophia Collection
  • Material or key feature – 300-Thread-Count
  • Product Type – Pillow Cases
  • Color – Blue
  • Size – Queen
  • Packaging/Quantity – Set of 2

Optimizing Bullet Points for Amazon Product Listings

Testing shows that well-crafted bullet points increase sales. This information highlights important or distinguishing facts about your product. Use the following optimization guidelines as you craft your bullet points:

  • Highlight the five key features you want customers to consider. This can include dimensions, age appropriateness, skill level, contents, etc.
  • Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.
  • Reiterate important information from the title and description.
  • Begin each bullet point with a capital letter.
  • Write with sentence fragments and do not include ending punctuation.
  • Do not include promotional and pricing information.

Optimizing Amazon Product Images

Effective product images inspire customers to buy your product. They can also reduce returns. If your listing features images that misrepresent the product, customers will notice. Optimizing your product images can minimize confusion. It is important to check your image quality based on the following guidelines:

  • The image matches the product description in size, color, and so on.
  • The product is recognizable.
  • The image is a photo and not a drawing.
  • The photo is taken at a flattering angle.
  • The product is focused and well-lit.
  • Close-up shots are not obscured by highlights or shadows.
  • The product occupies at least 80% of the image area.
  • The image depicts the entire product.
  • Backgrounds are simple and clean so as not to distract from the product.
  • Provide as many different images as possible. Many product categories allow for the inclusion of swatch images and alternate images.

Optimizing Product Listings for Amazon Search Terms

Amazon allows you to add search terms for your products. These should only include generic words that enhance the discoverability of your listing. For example, if you are selling headphones, your search terms can contain synonyms such as “earphones” and “earbuds.” Search terms are not required fields, but they can increase visibility. Here are some best practices for providing search terms:

  • Do not include product identifiers such as brand names, product names, compatible product names, ASINs, UPC codes, and so on.
  • Do not provide inaccurate, misleading, or irrelevant information.
  • Do not provide excessively long content. Respect the limits that are set for different fields.
  • Do not provide redundant information that is already captured in other fields such as title, author, brand, and so on. It will not improve your product placement in shopping results.
  • When entering several words as a search term, put them in the most logical order. A customer is more likely to search for “big stuffed teddy bears” than for “teddy stuffed bears.”
  • Use a single space to separate keywords. Commas, semicolons, or carets are not required.
  • Do not include statements that are only temporarily true, such as, “new,” “on sale,” or “available now.”
  • Do not include subjective claims such as “amazing,” “good quality,” and so on, since most customers don’t use subjective terms in their queries.
  • Do not include common misspellings of the product name. Amazon compensates for common customer misspellings and offers corrective suggestions.
  • Do not provide variants of spacing, punctuation, capitalization, and pluralization (“80GB” and “80 GB,” “computer” and “computers,” and so on). Amazon automatically includes different case forms, word forms, and spelling variants for searching.
  • Do not include terms that are abusive or offensive in nature.

Amazon Content Optimization & Management is an Ongoing Task

One of the biggest mistakes Amazon sellers make is not continuing to optimize and manage product listings. Many brands build their product pages and forget about them. Content optimization and management is an ongoing task on Amazon. It takes time and effort to ensure your products are always visible and converting customers. Here are few reasons why you should continue to manage and optimize your product pages:

  1. Sometimes your product pages will revert to old drafts. This happens more often with Hybrid accounts. If your product page reverts to a previous draft, you will miss out on the most recent optimizations you made until you update the product page.
  2. Keyword research is ongoing. As you discover new keywords that your customers are using to find your products, add them to your product pages.
  3. Make sure your listings are always up to date. If your brand modifies a product, don’t forget to reflect these changes in your content.
  4. As your brand releases new products, you will need to create new product listings. This includes optimized product titles, bullet points, graphics, and keywords.
  5. Amazon updates its policies often. Always check your product listings to make sure Amazon has not flagged any for a violation. If your product is down, you will miss out on sales.
  6. Competition increases during shopping events like Prime Day and Black Friday. Customers expect big savings. Optimizing your product pages for shoppers searching for the best deals can increase traffic and sales.

CHANNEL KEY TAKEAWAY

Content optimization and management increases visibility and sales on Amazon. Check your product detail pages often to ensure they are optimized. The more products you have, the more effort this will take. It will also help to see how your competitors optimize detail pages for similar products. Are they targeting different keywords?  If so, incorporate them into your listings. Content optimization and management never ends. Amazon grows more competitive each day. Use this as motivation to find new ways to optimize your listings for traffic and conversion.


ABOUT CHANNEL KEY

Channel Key is a full-service channel management marketplace consulting agency that has helped generate nearly $500M in Amazon sales for brands worldwide. Complete 360-degree services include marketplace strategies, content development, marketing and advertising, catalog management, marketplace and fulfillment setup, ongoing consulting, and much more.


Discover How DTC Brands are Winning on E-Commerce Platforms

How to Increase Amazon Sales with Copywriting, Graphics and Multimedia

How to Increase Amazon Sales with Copywriting, Graphics and Multimedia

The way you present your products on Amazon matters. Shoppers cannot inspect items on Amazon the way they can in brick-and-mortar stores. Instead, they rely on your product detail pages. This is where customers learn more about your products and decide whether to make a purchase. Product detail pages can contain three main types of content: copywriting, graphics, and multimedia. The quality of this content will have a direct impact on your conversion rate.

How to Create Amazon Product Titles that Drive Traffic

The product title is the first thing shoppers see when they visit your product page. It’s also the most important. Product titles should be clear and descriptive. Amazon uses the words in product titles to display your products in search results. It’s important to include your primary keyword at the beginning of your product title. You also want to include other relevant keywords, but don’t overdo it. Keep your product titles around 200 characters. Other optimization recommendations include the following:

  • Capitalize the first letter of each word
  • Do not capitalize conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with)
  • Use numerals (2 instead of two)
  • State the number of items in a bundled product (pack of 10)
  • Use only standard text; special characters or symbols like © will not display in the title
  • Do not include price and quantity
  • Do not use ALL CAPS
  • Do not include promotional messages, such as “sale” or “free shipping”
  • Use your seller name as the Brand or Manufacturer only if your product is Private Label
  • Do not include subjective commentary, such as “Hot Item” or “Best Seller”

Amazon Product Bullet Points That Increase Desire

The second most important part of your product listing is the list of bullet points. This is where you describe the unique features and benefits of your product. Include as many bullet points as possible. Most categories allow five. Strong bullet points highlight the product’s features and benefits with clear, honest language. Use the following guidelines to increase customer interest in your product:

  • Keep each bullet point between 150 and 250 characters
  • Highlight the top five features that you want customers to consider
  • Begin each bullet point with a capital letter
  • Write in fragments and do not include ending punctuation
  • Write all numbers as numerals
  • Separate phrases in one bullet with semicolons
  • Spell out measurements, such as quart, inch, or feet
  • Do not use hyphens, symbols, periods, or exclamation points
  • Do not write vague statements; be as specific as possible with product features and attributes
  • Do not include promotional and pricing information
  • Do not include shipping, seller, or company-specific information

Best Practices for Amazon Product Images

Many sellers underestimate the importance of product images on Amazon. Compelling product images give customers a better sense of what they will receive. Amazon allows seven images for each product detail page. Your images should showcase as much information about your product as possible. This can include different angles, infographics showing benefits and features, size and dimension charts, and lifestyle images that show your product in real-life situations. Use the following guidelines to optimize your product images for better customer experience:

  • Use pure white backgrounds
  • Make sure images are at least 1,000 dpi so they remain clear when customers zoom
  • Show the entire product, and make sure the product occupies at least 80% of the image area
  • Include only what the customer will receive. If your image includes any of the following elements, you may receive a quality alert on your listing:
  • Borders, watermarks, text, or other decorations
  • Colored backgrounds
  • Drawings or sketches of the product
  • Accessories or products not included in the offer
  • Image placeholders, such as “no image available” text
  • Promotional text, such as “SALE” or “free shipping”
  • Multiple colors of the same product

Using Videos to Optimize Amazon Product Pages

Nine out of ten shoppers say product videos are helpful in the decision process, according to HubSpot. Including videos on your Amazon product pages is a powerful way to increase conversions. Like copywriting and graphics, Amazon product videos should showcase the product in a way that builds purchase intent. The following are the two most common types of Amazon product videos:

  • Product Display Videos: These are simple videos that show the product and its unique features and benefits. They often include a model holding or wearing the product. As the camera focuses on different parts of the product, descriptive text shows on the screen.
  • Product Lifestyle Videos: These videos show the product in use. This helps the customer visualize how the product would fit into their way of life. These type of videos also inform and educate customers about your brand story.

Creating Amazon product videos takes time and resources, but it will pay off. According to some data, product videos can increase conversion rate by 80%. Below are a few recommended best practices to help your product videos increase sales:

  • Keep Amazon product videos between 30 and 60 seconds
  • Upload files in the highest quality available
  • Product videos can be .mov or .mp4 files
  • Include a compelling product video thumbnail
  • Do not include web links, URLs, or calls to action that direct the customer away from the product detail page

CHANNEL KEY TAKEAWAY

Your product detail page is the most important factor in your conversion rate on Amazon. This is where shoppers decide whether to buy your product. Sellers with incomplete product pages miss out on sales. Strong copywriting, graphics, and multimedia will help convert page visitors into customers. Pay close attention to your product titles. Write clear, descriptive bullet points. Include a variety of high-quality images and videos. Together, this information will increase purchase intent and drive more sales.


ABOUT CHANNEL KEY

Channel Key is a full-service channel management marketplace consulting agency that has helped generate nearly $500M in Amazon sales for brands worldwide. Complete 360-degree services include marketplace strategies, content development, marketing and advertising, catalog management, marketplace and fulfillment setup, ongoing consulting, and much more.


Discover How DTC Brands are Winning on E-Commerce Platforms

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