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Selling on Amazon: the ultimate guide to dominate your market in 2019

June 3, 2019

When you don't know anything about it, selling on Amazon can roll back more than one. With millions of competitors present on the platform, your objective will be to gain visibility in order to succeed in attracting the attention of buyers. And you will see that it can pay… Its numerous users are flocking every day more and the average conversion rate on Amazon is around 15%, which is three to five times higher than that of other e-commerce sites… Rather attractive, isn't it?

So, if you want to know how to sell well on Amazon, you are going to need some advice. First, you will need to make it easier for buyers to find your products, which will necessarily increase your sales, given the multitude of products that abound on Amazon, and the need to stand out.

Bizon, the agency 100% dedicated to performance on Amazon will give you some tips to learn how to sell through Amazon.

1. To sell well on Amazon, improve your sales pitch thanks to your competitors

First step to sell successfully on Amazon: regular review of the pages of your direct competitors. You can learn a lot about your customers’ needs, and what turns them off.

Read user comments carefully. This can help you improve your pitch. Packaging complaints? Price too high? You can thus work on your offer and offer better arguments than your competitors.

How often do your competitors update their ads? Do they take into account holidays, vacations, seasons? Are their bullet points clearer than yours regarding the use of the products? When do they change their prices and what influence can this have on buyers?

Finally, you have to be reactive. If you find that your competitors are out of stock on a product that you are selling, it may be a good time to lower your prices or increase the number of your ads so that customers mainly "switch" to your offers.

An in-depth analysis of your market will help you understand how to sell well on Amazon and get started with the marketplace.

2. Target the right keywords

Have you noticed that Amazon has keyword suggestions in the platform's search bar? Get inspired! Feel free to test multiple words that define your product to see what users are writing.

If you want to use an application that would help you find your keywords to better sell your products on Amazon, choose the tools that focus on keywords on the platform. The best performing will be the applications that will update their databases most regularly. Also check that translations in several languages are really optimized.

3. Set a fair price

Proposing the right price for a product is complex, but even more so when it comes to Amazon where competition is fierce.

The pricing rule on Amazon requires you not to give a price to your product which will be lower than that of the same items offered on other e-commerce platforms.

Several price revision tools are nevertheless available such as the "automate pricing" function on Seller Central which can help you not to get lost. You can define a rule like "beat 0.10 euros the lowest price on Amazon".

You will need to make sure that you regularly win the shopping cart and be alerted when you lose it.

Don't forget promotions, which are a great way to increase your visibility and get customer reviews. Price reductions, best offers, coupons, are opportunities to seize to highlight a temporary discount on a product.

4. Become eligible for the “buy box”

The buy box is a bit of the grail coveted by all sellers. This is the yellow "add to cart" button. On its own, it guarantees high visibility and a maximum number of sales. Not every seller is entitled to it like that. Amazon uses an algorithm that lets you choose the best sellers based on their price, reputation (ratings and ratings), and customer service.

The eligibility rates are as follows:

  • % of perfect orders: 95%

  • On-time delivery: 97%

  • % of traceability of orders: 95%

  • Late delivery rate: <4%

  • Cancellation rate: <2.5%

  • Delivery time: <14 days

  • Customer response time: 90% of responses within 24 hours

5. Generate traffic by launching sponsored product announcements

Amazon Sponsored Product Ads is a PPC (pay per click) model that allows you to promote your products along with the search results.

To get up and running quickly with this service, start with automatic targeting. This allows Amazon to use its powerful search algorithms to suggest an exhaustive list of potential keywords. To do this, you must choose a default fixed bid for all keywords. However, the goal is to get data on the performance of different keywords.

Once you have at least a few weeks of data (the longer, the better), start by evaluating your auto-targeting campaign to determine which keywords work best. You can then transition to a manual campaign, where you can now focus only on the most relevant keywords that have worked well for you. A manual campaign gives you the option to adjust bids by keyword.

If you're worried about including additional keywords that haven't proven successful yet, test them with different bid amounts.

Here are the 5 essential points that it seemed interesting to reveal to you so that you can see more clearly on how to sell on Amazon.

We are aware of the fact that certain notions are not obvious and that it is necessary to surround ourselves with pointed experts on the subject to go further.

Also, Bizon offers a turnkey service to allow you to sustainably increase your performance on Amazon. Let us help you boost the sales of your Seller Central and / or Vendor Central accounts. You will certainly be amazed by the result!

Guillaume Rigallaud


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