Picture this: You’re brand new to Amazon. You’re confident you have a stellar product, and you know it will be successful if you can just get more people to find their way to your listing and click “Add to Cart.” But you’re not sure which steps to take or where to direct your resources to increase traffic and conversion.
Now take a moment to consider a slightly different scenario: You’ve been selling on Amazon for a while, but you’re not seeing your sales increase like you hoped they would. Maybe you’re starting to lag behind competitors or your sales have hit a wall. Your customers love your product once they get it, but for some reason, you’re still not achieving your target Amazon conversion rates.
For most brands, the scenarios above aren’t difficult to picture. Developing a product and launching your brand are mammoth tasks, but they’re still just starting points in your journey to ecommerce success. To truly achieve your ecommerce potential, you must also increase and maximize your Amazon sales. Below are 25 expert-curated tips to help you do just that:
Enrolling in Amazon’s Brand Registry is a crucial first step for any brand selling on Amazon, as it unlocks additional marketing tools and advantages within the platform. Since Amazon automatically removes counterfeit listings that mimic those of registered brands, the brand registry also acts as additional brand protection.
Your product listings should be what we call “retail-ready,” with a key element being your image stack. Since customers can’t touch or feel your product on ecommerce like they can in a retail store, images should mimic the retail experience as much as possible. Images should include lifestyle photos that help customers see themselves with your product and photos that show your product from all angles and clearly demonstrate the size.
Most brands don’t take advantage of the opportunity to add videos to their product listings, giving brands who do use video an edge over the competition. According to one study cited by Feedvisor, incorporating video on an Amazon landing page can increase conversion by 80%. To maximize your resources, you can reuse video elements in your listings, advertising, and social media content.
It’s critical to know which keywords matter to your audience and what potential customers are typing in Amazon’s search bar to find a product like yours. Once you know which keywords to target, incorporate them in your listing title, bullet points, description, and backend keywords. Doing so helps boost your product ranking and improve SEO.
A+ Content, which is only available to registered Amazon brands, gives brands the opportunity to add visually rich content below the fold on their Amazon listings. Doing so reduces your bounce rate, reinforces brand equity, improves mobile optimization, and helps you rise above competitors.
Amazon customers can ask product questions directly on Amazon listings. Review these questions often, both to answer them and to revisit your listing description to preemptively address these concerns for future customers. You can also use trends you see in your product reviews to enhance your listing content. If customers frequently praise a certain aspect of your product that isn’t included in your product description, update your product description to include it.
Your customer feedback shouldn’t just influence your product listing but also your product itself. Adjust your product or packaging to meet the needs of your audience. For example, if customers complain in reviews or returns about how you package your product, you should be adaptable enough to update your packaging to keep customers happy.
While many customers heavily rely on reviews to make a final purchasing decision, it’s against Amazon’s rules to offer incentives for customers to leave a product review. However, you can still solicit customer reviews through Amazon. We recommend all brands do so. Having more reviews—preferably positive ones—lends your brand more credibility.
Even though you can’t send customers free products in return for a review, you can boost your reviews through the Amazon Vine program. Through this program, vendors can send their products to Amazon, which in turn sends them to invited customers (called “Vine Voices”) who will provide an honest and unbiased review of the product.
Conversion happens in the Buy Box. If you’re not consistently winning the Buy Box, it will be impossible to increase your sales. You can read more about the Buy Box here, but a good general tip is that providing the best customer service and value for your product will help you win the Buy Box.
When you’re just starting out, you won’t be organically ranking on Amazon. An ad campaign can help drive initial traffic to your listing, which will increase sales on Amazon and help your product eventually rank organically. We recommend starting with a sponsored product campaign, then adding a sponsored brand campaign, and eventually targeting video campaigns.
Your product should be priced the same across all platforms. Otherwise, you run the risk of losing the Buy Box on Amazon or burning bridges with other online sellers. Establishing and enforcing a MAP policy can help your brand achieve pricing consistency.
By using FBA, your products qualify for Amazon Prime—a huge selling point for customers. Selling through Prime can also help boost your product ranking, putting your product in front of even more shoppers. FBA also simplifies selling logistics for you, gives qualifying products the option of Subscribe & Save, and provides your products with the fastest shipping available.
Like we mentioned above, qualifying brands who use FBA can also enroll their products in the Subscribe & Save program, which gives customers a discount for signing up for recurring purchases of your product. We’ve seen this program to be a great way to increase sales on Amazon through repeat business and a loyal customer base.
Focus on having a solid inventory history and a consistently healthy inventory. Avoid going in and out of stock frequently, since this is detrimental to your account health and will make it more difficult for your brand to win the Buy Box.
Amazon judges you as a seller, in part, by how quickly you respond to your customers. Set a goal to respond to all customers within 24 hours. Doing so will show Amazon that you’re a reliable seller and make it more likely for you to win the Buy Box. Solid customer service will also help improve your product rankings and reviews.
Amazon Live allows you to host a live stream where you can feature your product in real-time and connect with your customer. It also helps you build a brand following on Amazon. One of our partner brands saw a 10% increase in sales during the week of their Amazon Live event. The brand’s best-seller ranking also increased by 70% during the week of the event.
Consider offering a coupon, Lightning Deal, or Deal of the Day to give customers a discount on your product. These promotions are especially effective for holidays and special events but can be used year-round. Any short-term discount can help temporarily increase sales.
Shoppers look to their trusted social circles—including social media influencers—to make their purchasing decisions. Working with influencers is a powerful tactic for many brands, especially when paired with a promotion. At Pattern, we’ve seen great results when running a Deal of the Day discount on the same day we contract with an influencer to promote a product.
Focusing on your brand’s own social media presence is important, too. Publishing quality content on social media, including reels on Instagram or YouTube videos, can reinforce the message you’re communicating on Amazon.
Amazon Posts—social media outside of social media—is a free way to drive impressions and increase sales. Posts are viewed directly on Amazon’s platform and are very similar to an Instagram post with an image, text, and product link. Amazon encourages brands to use lifestyle-led imagery to maintain their presence on the platform.
Amazon loves when you drive outside traffic to your Amazon listings. Using Google, Pinterest, Reddit, Facebook, or other social ads are all great options to drive additional traffic to your listings.
Email marketing campaigns are another off-platform strategy that can increase Amazon sales. Consider sending a campaign to your existing customer base to inform them about products or promotions on Amazon. If you don’t have an existing email list, you can run social ads that offer a digital product or discount in exchange for a customer’s email.
Creating an Amazon storefront that tells your brand’s story can help you reinforce your brand and connect with your customers. When you have a sale running, your Amazon Storefront helps you put all your sale products in one spot. Your storefront can also be an effective landing place for your sponsored brand ads.
Once you’ve reached your selling potential in your target market, it’s time to consider expanding to international Amazon markets. While expansion may not be a good choice for every brand, it’s worth considering if you have an international audience eager to buy your product.
When you’re maxing out your time and resources to keep your day-to-day business running smoothly, it can be difficult to find the time to implement any strategies to increase Amazon sales, much less all 25 that have been listed here. It requires a skilled team, an abundance of time, and a significant amount of money to perfect your listings, social media presence, customer service, and more.
That’s why we’re here. Partnering with Pattern is like clicking the “easy” button for ecommerce. As a leading ecommerce accelerator, we take the guesswork and logistics off of our partners’ plates, making it easy for our brands to focus on what matters most.
Everything listed above can be simplified by partnering with us and accessing our marketplace management services. Our expert creative teams can handle your product listings, armed with data that shows exactly what works and what doesn’t. Our international teams throughout the globe make internationalization as smooth and easy as possible for brands ready to expand. Our proprietary software makes ecommerce reporting, keyword research, ad campaigns, and shipping logistics simple and effective.
The best part? We offer all our services at no extra cost to you, since as your partner, we’re just as motivated to see your brand succeed as you are. Interested in learning more? Get in touch with our team today.
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Walmart.com has announced important changes regarding the “Was Price” and promotions on the digital marketplace. These updates make it more important than ever to optimize your price through implementing proper strategies, controlling your distribution channels, and being intentional about your pricing strategy.
And, as with all digital marketplaces, succeeding on Walmart.com requires performing well in all areas of The Ecommerce Equation. Which means as you optimize your listings’ pricing, as well as traffic, conversions, and availability, your revenue increases.
Pattern has the resources ecommerce brands need to optimize on marketplaces for each factor in the ecommerce equation. We have the technology and strategists to help you improve your traffic, the brand dedication and passion to help you achieve greater conversions, connections to econtrol specialists who help brands regain marketplace control, and the data you need to be able to make smart forecasting decisions for better product availability.
Below, we’ll cover how Walmart.com’s recent platform changes impact ecommerce brands’ ability to drive traffic and conversions for their products and how to strategize around them to work best in your brand’s favor. But first, let’s go over the changes themselves.
Walmart.com’s newest changes reflect their mission to be the leader in low, everyday pricing. Therefore, Walmart’s customers come to the platform and expect low prices no matter what. Overall, these updates give consumers more visibility into the value they’re experiencing and hold brands more accountable in the pricing information they display.
Due to Walmart’s updates, in order for your products to qualify for a strikethrough and show “Reduced Price” or “Clearance” flags on Walmart.com, your product’s promotion must be at least 10% off the “Was Price.” (Note: “Reduced Price” is the most common type of badging. Your teams can request this badge when filling out promotion upload files.)
To specifically qualify for “Clearance,” the product needs to be discontinued and no longer replenished after selling through the remaining inventory.
Although “Rollback” is sometimes seen on site, it is a form of 1P-only badging.
Walmart now prohibits promotions lasting longer than 365 days.
Walmart’s “Was Price” was previously loosely defined and manually inputted on Walmart.com as an MSRP. Now, stricter rules are in place with regulations in the broader market to encourage enforcement and protect consumers.
The “Was Price” is now defined by these terms on Walmart:
Either the 90-day median price paid by customers for the item on Walmart.com (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance);
Or the median price offered by Walmart or Marketplace sellers for the item on Walmart.com for at least 28 out of the last 90 days (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance).
To protect your “Was Price” from price erosion, be intentional when planning promotions. To be most effective in your promotion, you’ll want to be able to give your customers a large enough discount to qualify for the slash-through and reduced price badging.
Without the right pricing strategy in place, your products are in danger of falling into deeper and deeper discounting as you chase the ability to achieve slash-throughs and proper badging. Without the slash-throughs and badging, you’ll lose the ability to easily communicate the increased value of your product and the traffic and conversions you’re trying to earn by running the promotion in the first place.
It’s important to keep your products’ prices as steady as possible to protect your promotion periods. As you prevent high-low price fluctuations, you’ll be able to use slash-through prices and promotional badges like “Reduced Price” and “Clearance” to your advantage in driving better traffic and conversions for your listings.
Without the ability to display badging, a promotion falls flat even if the price has been dropped. With steady pricing over time, you’ll be able to keep a stable “Was Price” and ultimately enjoy more rewarding promotional periods long-term.
It’s important to remember that the “Was Price” policy also applies to 1P and other 3P sellers representing your products on Walmart.com. Unfortunately, your other strategies will be ineffective if other sellers are breaking your MAP policy or playing the high-low price game. So, it’s more important than ever for brands to be conscious of their distribution channels and keep rogue and unauthorized sellers in check.
By allowing Pattern to be the authorized seller of your brand’s products and working with Vorys eControl law firm to eliminate rogue sellers, you can be confident in creating and executing a powerful selling strategy on Walmart.com and other digital marketplaces. As a 3P seller partner, Pattern is truly invested in our partners’ success, we’ll help you to create and execute a strategy that truly prioritizes the long-term performance of your products on digital marketplaces.
Contact us today to learn more about the changes on Walmart.com and how you can optimize your performance.
Pattern’s Accelerate22 event, the global ecommerce acceleration summit, provided a way for participants to learn from each other and leading experts about building a successful ecommerce presence. During our Brand Control and Compliance track, Leslie Hensell, co-founder of Riverbend Consulting and an Amazon expert, spoke to attendees about “Bezophobia”—the fear of losing brand control on Amazon. She talked about the importance of having a clear strategy to help you perform your best on the digital marketplace and the fact that achieving that is much harder to do in a 1P Amazon relationship.
With better control, which is more achievable in a 3P relationship, brands can let go of their fears and more richly enjoy the inherent benefits of selling on Amazon. If you think you could have a case of Bezophobia, read below for three important areas every brand should have control over when selling on Amazon.
Pricing is a huge concern for brands selling on Amazon—in most cases, Amazon prioritizes their customers’ happiness and providing a great experience for them on the platform over brands’ best interests. So, they want to offer their customers the best price available at all times.
This seems harmless enough until a rogue or unauthorized seller enters the ecommerce space. They’d like to capture your consumers’ interest as well, and often list your products at a lower price than you’d authorize. When Amazon notices the change, whether on its platform or on another, they drop your listing price to match.
Many brands seriously struggle to raise their prices after events like this occur, leading to what we call the Profitability Death Spiral. As your product prices fall, it’ll be harder and harder to raise them again, especially if you’re operating with Amazon as a 1P seller.
At Pattern, we know brands can’t achieve marketplace acceleration without brand control. So, we partner with econtrol firm VORYs to allow all brand partners to better understand their distribution channels and how to address control problems that ultimately lead to pricing issues.
The next key area of control brands should be focused on is their product selection on Amazon. Leslie spoke about this being a common issue for brands—as mentioned above, Amazon doesn’t see your brand as its top priority.
Many brands provide a certain assortment of their products to Amazon to sell, then find that their expectations don’t match Amazon’s efforts. Leslie has worked with many brands that have believed that Amazon will list, market, and move product the way a brand would if they were managing their Amazon presence themselves.
But, in a 1P relationship, it’s difficult to get true visibility into what’s really going on. If Amazon buys your products without putting the effort in to represent your product selection in the way you think, it can cause big, long-term issues that are very difficult for brands to reconcile.
In Leslie’s experience, this is a brand’s most important area to have control over on Amazon. Your ability to sell products is completely dependent on how you’re able to showcase those products through your content. And, in a 1P relationship, brands lose the ability to have the final say over how their products appear to consumers.
Leslie has seen many cases of brands’ sales dropping inexplicably, only for them to discover that their vendor has made significant changes to product detail pages and other marketing materials, such that they no longer reflect the brand.
Pattern understands how important your brand representation is on digital marketplaces like Amazon. So, when we agree to partner with brands, we provide a suite of creative services to help your products look their best, including a studio team for fully-optimized pictures and videos and an expert advertising team that knows how to write descriptions and copy that really help your products stand out among the competition.
If you’re able to get ahead and get in control of your Amazon strategy, especially in your pricing, selection, and marketing efforts, you have no need to fear the digital marketplace. As an Amazon expert and ecommerce accelerator, Pattern knows what it takes for brands to truly succeed, and is committed to helping all brands take charge of their strategy to achieve long-term success.
Set up a call to talk more about Amazon and ways Pattern can help you make the platform work better for you.