Selling online on Amazon: 4 winning moves to beat the competition

While the king of E-commerce records a 60% increase in sales during Black Friday and Cyber Monday, we are publishing this guide on how to sell online on Amazon. Among various strategies, we have selected 4 winning moves for you to beat the competition.

The lockdown and the Covid-19 pandemic have demonstrated how important, indeed essential, it has become to sell on the web. Buying on the Internet has become a habit for Italians, and businesses have organized themselves with their own e-shops in the name of multichannel retail, allowing physical stores to coexist with virtual ones within the Amazon marketplace.

Amazon has always rewarded sellers capable of guaranteeing, on one hand, the most competitive price, and on the other, the best service for customers. Consequently, let's focus on these two pillars of the online retail giant.

Amazon's algorithm automatically recommends sellers who offer customers the best e-shopping experience. It does this by featuring a retailer's product in the Buy Box after ranking seller performance in its comparison system. Managing to enter the Buy Box means increasing sales by up to 4 times. Did you know that over 90% of sales on Amazon are completed through the Buy Box?


1. Selling online on Amazon: focus on the Buy Box rating system

What are the best strategies to sell online on Amazon and beat the competition?

Let's start answering by looking specifically at the Buy Box. What is it? How does it work, and how do you become part of it? The Buy Box rewards sellers by ensuring they remains competitive. A seller must understand the mechanism by which the Buy Box is assigned.

The Buy Box can be obtained by sellers whether they use Fulfillment by Amazon (FBA) or not (FBM), based on the following factors:

• Price (the most competitive);

• Product delivery times (the fastest);

• Rating (overall score on customer experience);

• Percentage of overall positive feedback;

• Average response times to customers (messages, requests for information, problem-solving, etc.).

The combination of all these factors determines the seller's performance. The possibility of winning the Buy Box depends on competitiveness in terms of price and customer support. Both of these increase the rating and the percentage of positive feedback.

This is the best strategy to beat the competition on Amazon and grow your business.

A tip: solicit positive feedback and monitor/resolve negative feedback to manage your web reputation.


2. Maintain competitive prices

The number one challenge for sellers on Amazon is maintaining super competitive prices on quality products to obtain the Buy Box in order to maximize profit by increasing sales volume.

A seller of products at competitive prices must necessarily automate repricing to be successful. Manual repricing is complex and time-consuming. The best solution is to use instant repricing software, capable of adjusting prices to changes registered by the competition. In this way, the seller can react in real-time, changing prices faster than competitors.

Certain repricers allow for price adjustments based on specific factors: stock levels, shipping costs, profit margins, etc.

Competitive prices drive customers back to your store, but you could do more: surprise them. Encourage your customers to return to your e-shop by including a small gift in the package, a discount voucher for future purchases, or a thank-you note. A pleasant surprise for the customer is a strategy that always works, but on Amazon, it's worth even more because it increases positive feedback (comments, reviews), thus improving the ranking in Amazon searches and your store's performance. All of this will allow you to be more visible and increase sales.


3. The best logistics for shipping

Along with prices, a seller's competitiveness must also involve shipping (as cheap and fast as possible).

Improving shipping logistics means increasing customer satisfaction and encouraging them to buy from your Amazon store again.

Consequently, performance will increase along with visibility according to the Amazon algorithm.

Jeff Bezos's marketplace offers small businesses tools like Packlink PRO (which integrates with Amazon in seconds), capable of guaranteeing a good level of automation in shipping goods. The Packlink PRO system selects the best national and international couriers, compares rates, and makes shipping faster and more economical. It also allows for printing packaging labels.

Result: customer satisfaction continues to grow.


4. Work on SEO and keywords

Accompanying listings with high-quality images (original and zoomable) is fundamental, along with complete product pages and descriptions. Create your gallery while trying to avoid catalog photos: choose a unique name or description for your products that sets them apart from others.

Competition on Amazon is fierce. In addition to focusing on competitive prices and fast, cheap shipping, there is another aspect you absolutely must not overlook: SEO and keyword selection .

The SEO strategy on Amazon works like Google's to obtain greater visibility online.

The ranking of results on Amazon depends on the A9 algorithm, which is based on 2 factors: performance and relevance. Performance is built through sales, visibility, and customer satisfaction. Relevance can further change the fate of your Amazon store. How? By working on SEO, accurately describing products using the right keywords, the most precise title, and bullet points. SEO work is meticulous, involving research and analysis phases; it is complex but rewarding. It allows consumers to find your products online more easily.

If you have other questions or want to improve the positioning of your products contact us without obligation, otherwise:

Back to Home