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“亚马逊将继续成为零售行业的主导力量。然而，这些扩张计划显示，亚马逊卖家认识到了在多平台销售的价值，”Feedvisor的首席执行官Victor Rosenman说。 “虽然许多亚马逊卖家只在亚马逊平台上销售，但今年扩张计划的转变，说明了电商市场不断发展的现状，并表明了卖家正在寻找新的业务增长途径。”
Amazon has unique and unrivaled visibility into the performance of hundreds of thousands of products and brands. The amount of data Amazon has is enough to understand consumer trends, upcoming brands, etc.
Just like Netflix is investing into TV shows based on data they collect, Amazon is starting to build brands based on data. But Amazon could also avoid doing most of the work, and instead invest into the brands already performing well. The data they have allows that – it’s not just for developing and analyzing products, but also for valuing brands and sellers.
Amazon has made acquisitions like Zappos and Quidsi/Diapers.com. Both challenged Amazon, but ended up getting acquired by Amazon in the gross margin race to the bottom; “If you can’t beat them, join them”. Yet their challenge was on the audience-reach level, so it made sense for Amazon to make sure customers are not debating where to buy. Especially when trying to sell Amazon Prime.
We think there are three major groups of third-party sellers:
- Selling other companies’ brands (retail arbitrage). Largest group as it represents the traditional retail model.
- Manufacturing and selling proprietary products. The most exciting group growing in market share.
- Private-labeling products sourced from large manufacturers. Where a lot of talk happens, and is often a starting point for many new sellers, but overall a small part.
Many of the top sellers are now experimenting with a mix of these models, but the largest sellers remain those selling others’ brands. Those are in direct competition with Amazon Retail, meaning there isn’t anything unique enough Amazon couldn’t replicate itself. So while they are all very successful businesses on their own right, there isn’t much to be gained for Amazon.
For Amazon the key question is do those businesses scale, given the resources it will take to integrate them. Retail arbitrage sellers do not meet this criteria.
Those owning their own brands though could be that. Though it is important to make a distinction between private label and manufacturers – we think private label brands often have limited growth prospects and lack of differentiation. Sellers owning brands do have the ability to challenge Amazon, as they can use external factors to grow sales, leaving Amazon and everyone else unable to do much about it. Thus they can be competitive by being proprietary.
Amazon has launched a few dozen brands themselves, some of them pretty successful. In the race of owning every vertical, Amazon could decide that they could get there faster through acquisitions. For example acquiring Anker, which sells hundreds of millions of $ smartphone accessories a year, instead of trying to build up Amazon Basics.
We talked to a few brokers and they’ve confirmed that there is plenty of $1-10 million, often private label, sellers changing hands. But very few are at $100 million and above size, and even then they are not big enough to challenge Amazon.
The realization is that no seller has grown value fast enough and/or big enough to alert Amazon. Which suggests that the marketplace has inherit limits on how much a seller can grow. We are yet to see a seller on the path to $1 billion in sales.
Many lazy sellers just create Amazon product listing with the title and a mediocre picture and then wonder why their product never sells. Would you buy a product with just a name and a picture?
If you want successful and profitable products on Amazon, you must know How to Rank Products on Amazon. The first step in ranking products on Amazon SEO is to understand how Amazon’s search algorithm called A9, works. Most sellers are equipped with SEO knowledge that is specific to Google, but Amazon’s internal search engine operates differently.
I am going to shock you now – Amazon has three times more search volume of products than Google.
When you want to sell something, where would you like to be ranked well, Amazon or Google?
Ask yourself a couple of questions…
Where do people go to find a good deal for their new shoes? Where do people go to compare prices? Who has 66 million paying Prime members? Amazon!
So, forget about google and their SEO, focus all your energy and resources on Amazon ranking whether you sell needles, garlic presses, meat claws, yoga mats, fruit peelers, selfie sticks… Btw, do not, I repeat, do not jump into those mentioned products unless you want to burn your money. These are products that were once used as an example by an Amazon FBA “gurus” and people actually took them seriously, saturating the entire product category, turning it into a D-day Omaha beach battlefield and losing a lot of money for many of the people involved.
Before we get started, you should know (or YSK for Redditors) some basics about the Amazon search engine algorithm.
On Amazon, there is only one goal: Buying! Users want to buy, sellers want to sell and Amazon wants to collect sales provisions and FBA fees.
- Amazon, as opposed to Google, Uses No External Forces To Rank Products
- The Amazon search engine wants shoppers to find their desired products quickly
- Unlike on Google, people don’t type questions on Amazon
- Amazon Works With Individual Keywords, Not Key Phrases
- Keyword Location is Considered in Amazon Ranking
On the whole, Amazon is practically the opposite of Google and ranking on Amazon is more uncomplicated, simple and straightforward than Google. Amazon doesn’t care about your backlinks, social indicators, history, authority, etc. They only use their own internal factors to rank your products. That being said, you should focus only on Amazon listing and have in mind three crucial rules of the A9 algorithm.
Ok, enough introduction, let’s get to the point and start talking about on How to Rank Products on Amazon.
These are crucial rules you should know for successeful product ranking on Amazon – you should read them several times.
Sales is the largest ranking factor
The winner takes it all… Okay, this is obvious. Strong sales help you rank for a really wide range of terms as well and that’s the way advertising on Amazon has an indirect benefit to organic ranking.
The fulfillment type matters
If you can’t beat them, join them!
Sell your product with “Fulfilled by Amazon”. Prime products will always, always outrank any merchant fulfilled product.
Conversion rate is everything
The Amazon ranking algorithm is designed to maximize profits, higher conversion, more money for Amazon. If your product has the highest conversion on a page full of other similar products, you’re the winner. Your ranking goes up with every sale. The higher-ranked product sells better, and continued sales keep that product ranking high. It’s like a self-perpetuating loop. It’s so simple and obvious.
Reviews are KING
Despite reviews don’t have anything with Amazon search engine, they have a huge impact on conversion. They do drive SEO on Amazon, but only indirectly as something that boosts sales through a better conversion rate. Without them, your conversion rate will be a disaster and sales rank even worse than a disaster. There are some opinions that reviews are the second biggest ranking factor behind sales rank.
NOTE: negative reviews have more impact, like a negative review will hurt you quite a bit more than a positive review will help you.
Assign your products to the most relevant category, as this will be most helpful for potential buyers. Choosing the wrong category can completely rule you out of search results and show is over for your products. In this case, no matter what you do, you’ve already lost the game before it even began.
Typically, I set my prices to match my competitors, or slightly higher, but not too much higher. I gauge what other sellers are doing with their pricing, and you try to stay aligned. If your product is priced higher than your competitors, Amazon will predict a lower conversion rate and rank your product lower. If you go too low your competitors will buy you out of the market rather than match your price. I don’t see any reason to undercut your competition by $10 unless you think their price is so unreasonable it will never sell.
NOTE: At start drop your selling price. That should boost your sales and increase your PPC conversion %.
The simplest way to rank at least page 3 (in some niches) is to get the most important keywords in the title and place the absolute most relevant keywords first. Keywords in the product title are a ranking factor. Keep product titles below 74 characters (break point for the Amazon’s mobile app truncating the title). E.g. Baby Feeding Soft Silicone Spoons for Infant BPA Free – all words in the title are keywords and search terms.
For keyword research I suggest Keyword Inspector, tool that allows you to see your competitors keywords.
NOTE: Using the wrong keywords in the title, your listing will be shown in the irrelevant search which will lead to lower CTR, conversion and at the end of a day to lower sales rank. E.g. Baby Feeding Soft Silicone Spoons for Infant BPA Free with designer handle – handle is wrong, we should remove it from the title if we don’t have an overwhelming masochistic wish to place our baby spoons on page 5 of cabinet & furniture pulls.
Add as many keywords as they can per field and don’t repeat words. You can add them in order to have long tail keywords. E.g. Field 1: Selfie stick pole mount GoPro handheld Field 2: etc. Keywords can only contain letters, numbers or spaces. Punctuation or special characters such as a pound sign, comma, or apostrophe are not permitted. If you want to spy on your competitors and see what keywords they are ranking for, you can do it with Keyword Inspector.
NOTE: unlike with Google there is no benefit to having a keyword appear multiple times on the product page
Description and features (Bullets)
Write it for a human, don’t use keywords, write about features instead – this is a must if you want to increase conversion rate. Be concise (nobody reads long stuff anyways) and no ridiculous characters, stars, smileys… It just makes your product look trashy…
In the case of simple products such are spoons, no one will read your description, even if it’s written by Ernest Hemingway but for electronic devices, this is a must. The customer will read the description (basically extended features), some of them will read several times before they make a purchase, especially for high-end products.
Take this with a grain of salt, but I’ve noticed that my sales peaks are when I do a re-stock in Amazon FBA warehouses. If you are able, you can try it – if you have 150 units available already, just put in another 150 units.
Many people won’t even get past your main photo. Make sure it’s perfect. Image pixel dimensions of at least 1000 or larger in either height or width preferred. The image must be the cover art or a professional photograph, the product must be in focus, photographed with professionally lite, with realistic color, and smooth edges.
Note: the great main image will increase your CTR, conversion rate and boosted sales rank is a logical extension.
Like reviews, they don’t have anything with Amazon search engine, they have a huge impact on conversion. They do boost sales rank but indirectly as something that boosts sales through a better conversion rate.
Customer videos and images
Once again, they don’t have any direct correlation with sales rank but those are the most valuable things you can have on the listing. After video uploaded by the customer, your conversion rate will be on steroids. You can’t upload product video, but the customer can but you can’t “play the game” – it’s human filtered.
Pay to play. Take this with a grain of salt, but I’ve noticed that my BSR jumps for some 8 positions with PPC turned on.
Quality of Reviews
Long quality reviews that help people to convert are indirect sales rank booster.
Wish, gift and shopping list
Adding your product to different lists will increase your Amazon page rank. This method is actually used by many Amazon SEO companies, but don’t waste your money on bots that will add your product to their wishlist. You will get more organic views to your listing as your product will be featured on the “Most-Wished”-List. But I would neglect the effect as not worth the effort in terms of time spent. I’ve seen dozens of sellers artificially boost their ranks only to fall back down and fail. Suspension or a ban waiting for you just around the corner.
Showing up under “similar products”, “customers also buy”, “frequently bought together”….
Competition is a good thing… Competition out of stock tanked my sales down. Apparently, their listing drive traffic to mine and when they are gone, traffic and sales of one of my products sinking.