When considering Amazon’s dominant position for ecommerce sales, it’s no surprise that brands are now recognising the importance of having a marketplace strategy. Yet, as the number of marketplace sellers on Amazon’s global sites continues to rise, competition amongst sellers is stronger than ever when trying to boost ASIN discoverability for newly launched products.
Amazon Standard Identification Numbers (ASINs) are unique blocks of 10 letters and/or numbers that identify items and are used to search for items on the marketplace. The sales and reviews history that is attached to an individual ASIN helps to boost where it appears in search results, and so new ASINs typically struggle to get visibility on Amazon at first, at least in natural search results.
From optimising listings to strategic advertising and inventory prep, we highlight five tips to increase the discoverability of new ASINs on Amazon and drive traffic to listings.
First and foremost, a successful product launch on Amazon is heavily reliant on brand awareness. Although advertising on-platform can boost ASIN discoverability, brands must also place emphasis on off-platform marketing channels to help to build sales momentum on Amazon.
Social networks such as Facebook and Instagram as well as email newsletters should be used to strengthen brand awareness, reinforce customer loyalty and showcase the product offering on Amazon.
Product variations permit brands to showcase multiple colourways, sizes and flavours of the same product to their customers. To boost ASIN discoverability on new products, consider adding product variations to your Amazon listings where possible, to better the shopping experience for your customers and increase conversion rates.
Although the addition of product variations can help to increase your search rank, it is important to keep in mind that variant options differ by category. Brands should only create valid variations specific to their category to avoid a confusing customer experience.
Amazon’s A9 algorithm takes into account customer reviews and ratings when determining whether the product is worthy of a higher spot on its Search Engine Ranking Page (SERP). Newly uploaded ASINs typically start off with a lower conversion rate due to the lack of reviews on the product listings.
Pattern’s recent consumer polling survey found that plenty of shoppers are now starting their product searches on Amazon, therefore we would recommend having a minimum of five ratings for every product you sell on the site. To speed up the process of collation of reviews for newly listed ASINs, those selling on Vendor or ‘1P’ model can take advantage of the Amazon Vine program which invites trusted reviewers to share their thoughts on the latest and even pre-released items.
Similarly, those selling on a Seller or ‘3P’ model can make use of Amazon’s Early Reviewer Program, which helps to acquire reviews on products with few or no reviews by encouraging customers to share their authentic opinions on purchases.
Having a consumer-focused advertising strategy in place on the marketplace is essential, especially if Amazon is a major sales channel for your brand.
A variety of on-platform marketing tactics can be implemented to boost ASIN discoverability for your brand on Amazon. Brands can choose to invest in sponsored ads that appear on the first page of search results and product pages to provide an instant visibility boost and generate conversions.
Promotional discounts such as Seller Central Coupons are a great way to draw attention to your listings and increase sales volumes. The digital coupons can be linked to specific customer groups including those who have previously looked at or bought certain ASINs, offering them a purchase discount. Those ASINs with 4* and above ratings, qualify to be used in Lightning Deals to further increase sales volumes; particularly on peak promotion days such as Prime Day or Black Friday.
Additionally, brands can offer their own price promotions where a strike-through promotion is seen on the product detail page. Many opt for this strategy as it remains relatively low cost and easy to manage in comparison to the other methods.
Finally, successful product onboarding on Amazon requires brands to carefully consider the timing of their product launches. Preparing your inventory for launch by uploading product listings in advance ensures your products will be made available for sale as quickly as possible.
For some brands, coinciding the launch of a new product range so it is in sync with their direct to consumer site allows for a multichannel approach. For others, product launch may be time-sensitive in order to achieve “first to market” advantages over competitors.
As a registered authorised Amazon Seller for a number of brands across a variety of categories, we work with ASINs every day and understand the importance of a strong product launch on the marketplace. Our team are experts at managing product listings and creating value add brand content, optimising your Amazon marketing, managing reviews and customer service, and ensuring your products are available for Fulfilment By Amazon.
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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.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.