How to increase sales on Amazon

Why sell on Amazon

Amazon's visibility and traffic volume are unmatched. Furthermore, since spring 2020 online commerce has grown and more and more people rely on the marketplace for their purchases. Consumers look for a convenient, affordable, and fast service to receive products directly at home.

In addition to significantly increasing their online visibility, the platform allows sellers to export products worldwide without particular difficulties, even without owning the structure of a multinational corporation.

However, selling on Amazon can be complicated. Competition is high, and just consider that 70% of users do not go beyond the first page of search results when looking for a product.

You need to develop effective positioning strategies, and you can't always do it alone. Seller Central, Amazon's management platform, has an infinite number of applications and, in case of difficulty, customer service is particularly inefficient. However, with plenty of practice and time available, nothing is impossible. Below we will explain the main factors to increase turnover on Amazon.

DIY strategies to increase sales on Amazon

As anticipated, strategies for selling on Amazon are multiple, and there is no universally applicable formula. Nonetheless, there are several common best practices for all sellers that should not be ignored. Let's list them below.

Work on product presentation

Although it may seem like obvious advice, many sellers do not work enough on this aspect. In fact, while aware of the importance of the product listing, they do not have enough empathy with the customer. The starting point is that users are increasingly impatient and their attention span is lower than ever. Therefore, while scrolling through search results, the attention they dedicate to our product page will be reduced to a few fractions of a second. Every detail counts, and all relevant information must be highlighted as much as possible.

Descriptions must be clear and explain in detail—but always concisely—the main advantages of the item. Furthermore, items must be optimized for Amazon SEO to be indexed by the algorithm, but we have dedicated a separate article to this.

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When talking about product presentation, we refer not only to descriptions but also to images. This is a sore point for many sellers, who do not dedicate sufficient attention to this aspect.

Amazon provides up to 7 slots for images, and it's best to use them all (here we explained how to optimize Amazon graphics). The goal is to provide the customer with an experience equivalent to what they would have in a retail store. Since tactile perception is not possible, images should show the product from every angle, highlighting all components, main features, and strengths, also making use of text.

Tip: While the first image must only show the product on a white background, this does not apply to subsequent ones. Therefore, we recommend adding some text information that further clarifies the product's strengths.

Further improvements to the product detail page can include uploading a video, creating A+ content, and setting up a brand store. These tools can further increase the conversion rate but, to use them, you must be the owner of a registered trademark.

Optimize pricing research

A correct pricing strategy can significantly increase your turnover. The price you set will heavily influence your revenue. Amazon users are always looking for the best price, but you must first perform a careful analysis of your margins to avoid the risk of lowering margins excessively or even generating a loss.

You can set the price manually, adapting it to your customers, current needs, and competition; or, you can let Amazon decide the price automatically based on market trends.

Leverage all platform tools

Having an optimized product listing, while essential, is almost never enough to get sales. For this reason, it may be necessary to make the most of all tools provided by the platform.

The first step is to use Amazon Advertising, which can provide an excellent initial boost in terms of visibility and sales. Selling allows you to improve your positioning, and thus generate other sales, starting your growth path.

Another effective strategy can be using Fulfillment by Amazon, the so-called Amazon FBA. In addition to significantly lightening your workload, FBA products are favored by the algorithm, help you win the Buy Box, and reduce logistics costs as it offers extremely competitive rates; above all, using the program allows the Prime logo to appear on your products. And this represents a huge advantage.

Finally, tools like Amazon Vine, coupons, or Deals of the Day can give a significant boost to your catalog.

WANT TO KNOW IF YOUR PRODUCT LISTINGS ARE TRULY OPTIMIZED?

Optimize performance

Amazon's ambition to be the most customer-centric company in the world is well known. To achieve this goal, the algorithm rewards sellers with the best performance, penalizing those who:

• Deliver late;

• Have a high return rate;

• Ship many defective products;

• Frequently run out of stock or have low inventory;

• Respond late to customer questions;

• Receive bad product reviews.

For this reason, offering quality service is a decisive factor.

Furthermore, failure to respect these parameters could lead to a suspension of all selling privileges.

Why rely on an Amazon agency

As mentioned, managing Seller Central can be particularly complicated. For those who have just started selling on Amazon, gaining familiarity with the management system can take a lot of time and effort. As if that weren't enough, the platform is constantly updated and keeping up with everything is, effectively, a full-time activity. Furthermore, for those with little experience, even just one wrong click can represent a consistent loss of money, often without even realizing it.

Amazon agencies help businesses develop their strategy as effectively as possible, accelerating and optimizing the growth process. Especially in the initial phase, getting the first sales can take considerable time and a correct approach. The longer this process takes, the greater the relative opportunity cost generated by not selling products.