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Amazon Retail Analytics – ARA Basic Vs Premium For Vendors

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Amazon Retail Analytics is a powerful tool provided by Amazon for its Vendor Central account sellers. Every vendor gets access to the ARA basic version once they set up an account and this package includes sales and inventory reports, catalog reports, and operational reports. The ARA Premium version comes at an additional cost and provides a lot more features to help sellers analyze their business more efficiently. Let’s see the difference between the ARA Basic and Premium versions in this blog. Amazon Retail Analytics Basic ARA Basic access is given to all vendors and it is, without a shadow of a doubt, the most powerful tool to understand metrics and reports. Currently, ARA Basic provides the following reports: Sales Diagnostics Traffic Diagnostics Operational Diagnostics Forecast and Inventory Planning Inventory Health All these reports can be filtered based on the brand, category, subcategory, product group, and replenishment code to include more details on the report. As the name suggests, the reports on sales & operations are basic, and the data history is limited, although it is free. ARA Premium ARA Premium is found under Reports -> Amazon Retail Analytics Premium. It comes at a cost of 30K per year subscription. It is more robust compared to the basic package and it provides a multitude of reports and data. ARA Premium provides access to the following and a few more: Reports on sales & operations Reports on traffic Reports on consumer behavior Data availability Customer reviews Scheduled email reports Real-time sale There are also different metrics available in ARA Premium. For example, In Sales Diagnostics, there is an additional metric called “Ship Revenue”. In ARA Basic, “Ship Cost”, is the only metric available. The other stand-out feature in the Premium package is the Search terms. Here, you get access to Amazon’s top 100 search terms. ARA Premium provides the vendor with a strong understanding of revenue and also provides insights, helping him understand where revenue is generated, what the competition is, what the customer behavior is, and most importantly, it provides ASIN level performance metrics. Simply put, it provides more actionable data and sorting options to help detailed analysis. Buying the Premium package is totally up to the seller and the stage at which he is in his Amazon journey. The Purpose of ARA Reports – How Do We Benefit From Them? By leveraging data from ARA reports, vendors can refine marketing efforts within Amazon and across other channels as well as drive traffic back to Amazon. As a seller, it helps you analyze the following in order to come up with actionable strategies. Traffic & conversion Content & visibility Availability Consumer behavior Returns Price, Lost Buy Box Competition The biggest challenge is analyzing a huge volume of data, interpreting it, and utilizing it, to make the necessary changes in the business model.

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Three Key Areas for Efficient Listing On Amazon

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As an Amazon seller, you have done a truckload of research before choosing the product to buy and materialising it. The game begins when you sign up and list your products. The marketplace is getting increasingly competitive as its seller base is growing continually. It is more like a battlefield and competing with millions of others to make sure your items are found and bought is a constant struggle. Whether you are a new seller or not, here are pointers to keep in mind for an efficient listing on Amazon. Three Key Areas for Improvement: First things first. Customers need to be able to find your products to buy. Amazon’s search algorithm works by matching the keywords against the information (title, bullet points, and description) that you enter for the product. However, there are many other factors that determine the visibility of your products on the search results, like the degree of text match, price, availability of the product, sales history, reviews, and other factors. The more relevant and complete the information is, the more visibility and sales the product gets. You may want to research ways to promote your listings and attract buyers to your storefront. Your storefront provides access to any Amazon listings you offer. The biggest sales drivers on Amazon are Search and Browse options. You can work on the following three key areas to efficiently list items and increase sales on Amazon. Backend Search Terms Apart from stuffing keywords on the title and the description, Amazon provides you with an opportunity to add keywords in the backend. These are hidden from the customers but they help with the SEO.  You can add up to 200 bytes of keywords in the search fields. These keywords should be generic words which have the potential to improve the product’s discoverability. Here are some guidelines to utilize this effectively. Don’t use product identifiers such as brand names, UPC or ASIN. Don’t provide misleading and irrelevant information. Do not repeat terms from the title or bullet points. Put the words in the most logical order in which the customer is likely to search. Use a single space as a separator. No commas or colons allowed. Don’t use common misspelling words as the search engine is capable of identifying and compensating for the customer’s error and offering suggestions accordingly. Don’t use variants of punctuations, spacing, and pluralization (“80GB” and “80 GB”) Include all the abbreviations, alternate names, and synonyms in the search terms. Browse Nodes Amazon customers find products by either searching on the search bar directly or browsing to a specific category. When customers browse, they further narrow down their search by choosing the exact category and subcategory. This is why it is most important to identify the right browse node and list your product there. If you are not sure about your product’s category, your best bet is the search tool as it is quick and easy. In the search box, type a similar product of yours and see what list of categories the result page suggests on the right and left sides. You may need to dig deep into several categories before you reach the most relevant level. Once you have identified the best category, you can go ahead and submit your product information to create a product detail page. Product Detail Pages Once a customer finds the product through the Search or Browse option, the product page becomes the selling point. You should ensure your product detail page is compelling enough to meet or exceed the competitors quality in your category. There are five key components on the product detail page that helps to increase sales. Keyword-stuffed yet meaningful title in the right format Inspiring product images Competitive prices Clear and concise bullet points Imaginative and well-written product description. Even after doing all things right, your product may not instantly come up on the first page of search results. Playing around with keywords and running campaigns to boost ranking is what needs to be done. Patience and perseverance are what you need to taste the fruit of success with any Amazon business. If you need professional help with your Amazon store management, get in touch with us. BIE is a Vancouver, British Columbia-based agency providing human resources to manage all things Amazon. BOOK A FREE CONSULTING CALL

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Amazon Review Management and Down Voting

Leave a Comment / All, Amazon Marketing, Digital Marketing Social Media, seller central /

When you’re scrolling through Amazon, looking for your next purchase, what’s the first thing you check after the product title and price? For most of us, it’s the reviews. Those little stars and customer comments can make or break a sale, influencing our decisions in ways we might not even realize. But there’s more to Amazon reviews than meets the eye. Whether you’re a seller trying to boost your product’s visibility or a savvy shopper looking to make informed decisions, understanding the ins and outs of Amazon’s review system is crucial. Through this detailed article, we’ll dive deep into the world of Amazon review management and the controversial practice of down voting. We’ll explore strategies for sellers to effectively manage their reviews, tips for shoppers to spot genuine feedback, and the potential future of online reviews in the e-commerce giant’s ecosystem. The Power of Amazon Reviews: More Than Just Stars Building Trust in the Digital Marketplace In the vast world of online shopping, trust is currency. When we can’t physically touch or see a product before buying, we rely on the experiences of others to guide us. This is where Amazon reviews come into play. They serve as a digital word-of-mouth, bridging the gap between the virtual and physical shopping experience. Consider this: a study by BrightLocal found that 87% of consumers read online reviews for local businesses in 2020. While this statistic isn’t specific to Amazon, it highlights a universal truth – people trust people. When we see a product with hundreds or thousands of positive reviews, it’s like getting a stamp of approval from a crowd of satisfied customers. But reviews don’t just build trust; they set expectations. Detailed reviews can prepare buyers for everything from the product’s size and color to its durability and functionality. This alignment of expectations often leads to higher customer satisfaction, as buyers know exactly what they’re getting into. Driving Sales and Visibility: The Seller’s Perspective For sellers, reviews are more than just feedback – they’re a powerful marketing tool. Here’s how positive reviews can boost a seller’s success on Amazon:  Improved Search Rankings: Amazon’s A9 algorithm, which determines search results, takes into account a product’s review score and the number of reviews. Products with more positive reviews tend to rank higher in search results, increasing their visibility to potential customers. Enhanced Conversion Rates: A study by Spiegel Research Center found that displaying reviews can increase conversion rates by 270%. On Amazon, where competition is fierce, this can make a significant difference in sales volume.  Buy Box Advantage: The coveted Buy Box – the box on a product detail page where customers can begin the purchasing process – is more likely to be won by sellers with better overall performance, including higher review ratings.  Social Proof at Scale: Each positive review acts as a personal recommendation, creating a snowball effect of trust that can lead to exponential growth in sales.    Amazon’s Review Ecosystem:  Types of Reviews: Not All Feedback Is Created Equal  Amazon’s review system is multifaceted, offering various types of feedback that carry different weights: Verified Purchase Reviews: These are the gold standard of Amazon reviews. They come from users who bought the product directly from Amazon, not from a third-party seller. Amazon highlights these reviews because they’re more likely to be genuine and based on actual use of the product. Non-Verified Reviews: While these reviews are still visible, they don’t carry the “Verified Purchase” badge. They might come from users who received the product as a gift or purchased it elsewhere. While they can still provide valuable insights, they’re often viewed with more skepticism.  Global Ratings: This is the overall star rating you see at a glance. It’s an average of all ratings given to the product, both verified and non-verified.  Customer Images and Videos: These visual reviews can be incredibly powerful. They show the product in real-world settings, often highlighting features or flaws that might not be apparent from the seller’s professional photos.  Editorial Reviews: Often seen on book listings, these are professional reviews that can lend additional credibility to a product.  Amazon’s Review Guidelines: Playing by the Rules Amazon has strict guidelines to maintain the integrity of its review system. Here are some key rules:  Authenticity is Key: Reviews must be honest and unbiased. Amazon prohibits fake reviews, whether positive or negative.  No Incentivized Reviews: Offering any kind of compensation in exchange for reviews is strictly forbidden. This includes free products, discounts, or monetary incentives.  One Review Per Product: Customers are generally allowed to leave only one review per product, with some exceptions for updated experiences.  No Promotional Content: Reviews should not include promotional material or links to other products or websites.  Respect for Intellectual Property: Reviews cannot include copyrighted material without permission.  Understanding these guidelines is crucial for both sellers and shoppers. For sellers, violating these rules can lead to serious consequences, including account suspension. For shoppers, knowing these rules can help in identifying potentially fake or manipulated reviews.  Review Management: A Critical Skill for Amazon Sellers  The Impact on Your Bottom Line: Reviews and Revenue  For sellers on Amazon, effective review management isn’t just about maintaining a good image – it directly impacts the bottom line. Here’s how:  Conversion Rate Boost: Products with higher ratings and more reviews tend to convert better. A study by Profitero found that moving from a 3-star to a 5-star rating can increase conversions by as much as 12%.  Pricing Power: Well-reviewed products often command higher prices. Consumers are willing to pay more for items they perceive as high-quality and low-risk.  Reduced Returns: When customers have accurate expectations set by honest reviews, they’re less likely to return products, saving sellers money on return shipping and restocking.  Ad Performance: Products with better reviews often perform better in Amazon’s advertising platform, leading to a better return on ad spend.  Building Brand Reputation: Every Review Counts In the world of e-commerce, your brand reputation is everything. Here’s how review management contributes to brand

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Amazon Ads – Why They Are Indispensable?

Leave a Comment / All, Amazon, Amazon Marketing, Amazon Product Photography, Digital Marketing Social Media, seller central /

Amazon is a perfect place for any seller to start selling products to interested buyers and foster a successful business. There is literally a world of sellers out there with over 500 million products on Amazon.com alone, resulting in cutthroat competition. For newly launched products and lesser-known brands that are riding low on popularity, it is even more difficult to gather traction and visibility. If your product doesn’t appear on the first few pages of the search results, it is less likely to be discovered by buyers. This is where Amazon ads come into the picture and they are here to stay. Amazon Ads Amazon Ads are God sent for sellers to help their products appear on the first few pages. Sellers can run campaigns and bid on keywords relevant to their product with the aim of appearing on the first page. The catch here is identifying and bidding on the right keywords that convert. There are two types of ads. Headline search ads and sponsored product ads that are based on bidding keywords. Headline Search Ads Headline search ads (otherwise known as banner-style ads) can display three products and also have a short copy and a graphic image along with the ad. The brand can alter this graphic according to their will so as to make it more attractive to a customer. These ads are generally linked to the brand store page where the customer can view the entire collection of a particular brand. Headline search ads have the advantage of utilizing prime real estate. They appear at the topmost section of the search results page but can also appear at the middle or bottom depending on the device with which the customer is viewing. Sponsored Products Ads Sponsored products are ads that link to a single product. They are placed immediately after a headline search ad or can also be present at the top if there is no headline search ad. They are spread throughout the search results and an average Amazon customer won’t be able to make out that it is an ad as it is often mixed up with the organic results. Unlike headline search ads, sponsored product ads don’t have any provision to add a copy or graphic. Benefits of Amazon Ads Ads dominate the search results page. As a brand, it is wise if you bid on high-converting keywords and win this space. Increased Traffic: The first benefit of Amazon ads is that it drives traffic to your listing. It goes without saying that the listing should be optimized with the right titles, catchy images, and informative bullet points to convert the impressions into clicks and sales. Most customers browse only the first page of the product listing and if your item is there at the top, you have hit jackpot. Increased Brand Awareness: A successful ad campaign makes people aware of your products and helps in building a positive image. High impressions and low clicks are often considered to be an unsuccessful campaign but it is not always the case. You may be selling a niche product which is new to the market and one of its kind which people are not aware of and unsure of to try. The campaigns though will help in generating impressions and it helps in getting that much-needed initial exposure. Increased Sales: This is the ultimate aim of running any ads. A successful campaign translates into more clicks, increased traffic, and more sales. It is also possible that the brand in general sees increased sales even for the items that are not advertised. However, it is important to have an optimized product detail page to reap the best out of the ads. Improved Sales Rank: Every product on Amazon has a sales rank based on how well the product is performing in terms of sales volume, feedback, and reviews. Increased sales will eventually help the product climb up the rankings and result in increased organic visibility as well. Ads Are For Everyone Now if you think Ads are only for newbies, you are totally wrong. Amazon is highly competitive and the competition is only getting more aggressive with every passing day. Even big brands are not ready to lose out on the prime real estate. Everyone wants to appear on top. The one who bids high and bids smart is the winner. If you are able to crack a successful ad campaign on Amazon, you have landed on a goldmine. Let BIE with our best marketing tools and Amazon experts run a winning campaign for you. Do get in touch with us for more details.

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6 Essential Amazon Seller Tools To Accelerate Growth

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Amazon is a dream marketplace for any online retailer for it is one of the world’s biggest platforms with millions of buyers across the globe. A good growth strategy pertaining to Amazon can skyrocket a company’s profits. Strategizing and planning long-term goals and achievements are tedious and overwhelming when all your time and money get drained with the day-to-day operations from sourcing the stock to fulfilling orders and responding to customer queries. This puts off the upcoming e-Commerce stalwarts with little to no time left to chalk down a doable long-term success plan. We have a number of Amazon seller tools and online resources that not only helps to accelerate growth but also helps to scale quickly. Let us see some must-have tools in this blog. Product and Keyword Research Tools The golden rule to sell anything is to first gauge its demand among the masses. This tool is made for the exact same purpose. Before you burn your finger, it really helps you to know your product’s selling history i.e. how well it is being lapped up by customers. It also helps you learn the most used keywords by customers to search for your product. Optimization Tools A proper Amazon SEO strategy is a sure-shot way to gain more visibility and better traction for your products. Apart from having a rich product detail page with keyword-stuffed content and professional images, you also need to take care of the Amazon Sponsored ads and optimize them for better ACOS. The optimization tools help us with keyword research that can be used for effective PPC bids and also for optimizing the title and product description. It is almost impossible to achieve the best ROI without the help of these tools as they guide us to decrease the cost spent on the ads and increase sales. Repricing Tools This tool allows you to estimate the optimal selling price of your product by performing extensive competitive research. Your battle is half-won if you figure out that sweet spot where you are neither overpriced nor underpriced. Nobody wants to sell at a loss. Rather than playing a price matching game and doing a trial and error, it is best to let a repricer tool do the job for you as they don’t suggest you the best price but also keep the price updated from time to time according to the seasonal changes without compromising on the margin. Inventory Management Software After you are all set with your product placement and pricing, it is time to get to business. Running out of inventory or having all the money tied up in too much inventory are the worst nightmares for any seller. Although we have inventory tracking reports in seller central, it is best to have at least one Inventory Management tool as they help us analyze stock levels, understand sales history and velocity, provide a forecast for the upcoming cycle, help with the re-order, and a lot more. Review Management Tools Word-of-mouth publicity is the most dependable way of marketing and in the online world, reviews are important. If there is one thing that every new seller struggles with is getting customer reviews. A good rating helps to win the ‘Buy Box’ and it contributes a lot towards the sales directly and indirectly. However, with Amazon strictly scrutinizing the reviews, it has become increasingly difficult for sellers to earn those golden testimonials. To improve customer service and earn legit reviews, it is important to have a review management tool that would help you automate customer feedback/ product reviews and helps you respond to negative reviews promptly, helping in maintaining the overall seller metrics. Listing Tools This tool comes in handy when you are expanding your product line or adding new items often. This tool eliminates the need for manually listing various details about your new product such as product name, description, and keywords. You only need to enter the UPC code or scan your product’s barcode and each and every detail would automatically be updated in the list. Outsource for the win! While these Amazon seller tools make your life easy for sure, it takes certain skills to understand and incorporate the suggestions provided by them to reap the best results. Also, time plays a major role in everything. You may be good at crushing the listing with your proficient writing but may not have the time on an everyday basis to maintain your seller metrics. That is when you need human power to take over. I can’t stress enough the importance of outsourcing certain tasks (if not all) that you don’t like doing or don’t have the time to do.

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How Sellers Should Prepare For Amazon Q4 Sales

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October is a month away and the holiday season is almost upon us. Before you know it, Black Friday and Cyber Monday will be on along with all the sales and pressure that comes along. As a seller, the coming months are going to be the golden period for you to cash in on this season and earn huge profits for your products. Ideally, you should have already started your Q4 preparations and placed orders with your supplier. If not, do not worry. It is never too late to start. This blog will help you prepare for Amazon Q4 sales in the best possible way. Do Holiday Specific Product Research and Source them ASAP To ensure initial success in Q4, it is important to line up your listing with all products that are usually in demand during the holiday season across all ages and demographics. Seasonal items like holiday decor, party items, toys and children’s games sell like hotcakes during the holiday season. Stocking up popular toys, action figures, and games will definitely increase your sales and make you a master of Q4. Don’t lose focus on other categories like clothing Clothes, a common gift choice, are the ones most sort after. You can follow fashion portals and magazines to know what styles and accessories are in demand. Based on these trends, you can stock your inventory with sufficient clothes. A major chunk of Q4 comprises profits earned by selling clothes and you should be smart enough to cash in on this opportunity. Make the switch to FBA People shopping at the last second during the holiday season would prefer to opt for the ones that give a two-day shipment by Amazon Prime. It makes sense that you as a seller start using the Fulfilment by Amazon (FBA) option. FBA makes it easier for you to attract customers that buy your product, and it increases your chances to win the ‘Buy Box’ along with helping you take your Amazon business to the next level during the Q4 season. However, keep in mind that the Amazon FBA inventory storage and weight handling fee changes at the start of Q4. This adds up to your current budget and may have a serious potential to impact your sourcing plans. Optimize Your Listing While demand is going to skyrocket in Q4, it won’t make sense to just stock up on inventory and wait for sales to come your way. It is high time you paid attention to improving the quality of your product listing. Get a professional product photoshoot done and optimize your ASINs with the right target keywords by hiring an experienced e-commerce copywriter. Enhanced Brand Content (EBC) and A+ content also help in driving organic traffic and boosting the BSR of the product. Use a proficient tool like SellerApp to help you with keyword research, track PPC, and also analyze and reprice your product competitively. It is a good idea to make changes to listings right away so you can build traffic and reviews before the start of the season. Work on Building Brand Value Apart from having Prime shipping and a perfect listing, a game changer when it comes to converting buyers is reviews. Reviews are deal breakers. Make sure you have a decent number of reviews before the holiday season peaks. By this, we don’t mean that you buy out fake reviews in order to get a 4+ star rating. There are legit ways to earn reviews. Use an effective and reliable tool like FeedbackFive to automate the review management process. Request for seller feedback and respond to negative reviews promptly to build trust among buyers. Also, this is the right time to get active on social media and spread the word while driving external traffic. Outsource to Reap More You can achieve a higher than anticipated growth during Q4 by working smartly and outsourcing most of your tasks. You can consider outsourcing to Amazon human resources or freelancers who are trained to handle the crazy Amazon holiday season sale rush. Outsourcing not only protects you from burning out due to the immense pressure of Q4 but is also safe play as you shouldn’t take chances learning and experimenting at this crucial period. Amazon Q4 is definitely a eureka moment for all sellers with vast opportunities to increase the profit margins. At the same time, cutthroat competition and massive work pressure during Q4 can take the fun out of the holiday season. It is important that you chalk out a concrete and profitable sales strategy and find the right resource to help you emerge a hero at the conclusion of Q4.

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How To Prepare Your Products For FBA Shipment

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Fulfilment by Amazon (FBA) is a great way of outsourcing all your backend operations to Amazon. Amazon does all the warehousing, fulfilling, shipping and customer service, leaving you with enough time to spend on marketing and promotional activities. FBA simplifies business operations in many ways, however, it is not easy to prepare your products for an FBA shipment. Let us take a detailed look at how to prepare for the Amazon warehouse. 1. Convert to FBA If you are already on Fulfillment by Merchant (FBM), you need to change it to Fulfillment by Amazon in Seller Central. For this, go to “Inventory” and “Manage Inventory”. In the “Actions,” drop-down menu, select “Change to Fulfillment by Amazon”. Note – You need not necessarily include all the SKUs in FBA. You can choose to have some in FBA and others in FBM as per your convenience and logistics requirements. 2. Choosing Your Preferences Right Once the products are set to FBA in “Manage Inventory”, you need to set your preferences – either FBA Prep Service or the Stickerless Commingled Inventory. FBA Prep Service – This will be the best choice if you don’t have the manpower to prep and label your products on your own. Of course, Amazon will take a small fee per unit prepared. But it will free up a lot of time on manual work which you can alternatively spend on ranking your products better. Stickerless Commingled Inventory – Opt for this if you are fine with inventory mixing with the goods of other sellers who sell the same product. This is not an option for Private Label sellers. The only advantage of this option is to spread out inventory across different warehouses to enable faster picking and shipping of your products from the closest fulfilment centre to the customer. 3. Creating a Shipping Plan The next step is to create a shipping plan for items that you are planning to send to Amazon’s warehouse for this particular shipment. The shipping plan asks for the “Ship from” address – the address from where you will be sending your goods to the warehouse. It also asks for the packing type. There are two options for the packing type: individual products and case-packed products. Case packed is to be chosen if you are selling a bulk number of units packed as a whole in a single case rather than selling individual units. 4. Labeling Products After creating your shipment plan, the next step is to print the labels to be applied to the product. Every label contains the barcode and the SKU title that is being prepared for shipment. Once you select “Prep by merchant”, you may click on the “Print labels for this page” which will automatically generate a PDF with all the barcodes for the number of labels that are printed. These barcodes are unique and specific to your shipment. These are used to track your products and shipment by Amazon. Print these labels on stick-on paper in order to easily affix them on the product boxes or bags. 5. Preparing Your Products Here comes the most important and tedious manual job. Getting products to be FBA-ready is the most important task because if you have not packed them as per Amazon FBA standards, they will be turned away and you need to bear the cost involved in shipping them back and repackaging them. Here are guidelines for getting it right the first time. • It is mandatory to have a visible and scannable barcode/ label pasted on the exterior of every unit. • Labels/ printed barcodes are to be covered by the Amazon printed label. • A unique SKU number on every label is needed. • If the product has multiple parts, everything has to be put together inside a single package with a single unique label and not in different packages. There are also different guidelines to pack different types of products. Loose products: Loose products can be bagged in a poly bag and secured with non-adhesive tape. Sets: If your product contains bundles or sets, it is best to put them in a case together or marked assets with a label reading “Sold as set. Do not separate”. Boxes: If your product comes in a box, it doesn’t need any additional packaging. Just ensure the box is secured well on all 6 sides to pass the 3-foot drop test and doesn’t collapse. If it does, then it has to be put in a poly bag to be extra secure. Poly Bag: Poly bags are mostly used for loose products. Make sure your poly bag is: • Transparent • Sealed • At least 1.5 mils thick • Has a scannable barcode sticker on the exterior • Not more than 3” past the dimensions of the product Case-Packed: This is when you are selling a large quantity of the same type of product together as a single unit as opposed to selling individual units. Here are guidelines for case-packed products: • Matching SKUs and labels are mandatory for all products in the box. • There should not be more than 150 units per case. • Every case-packed box in a shipment must contain the same number of units inside. Now that you have prepared your FBA shipment, drop off the package at your nearby UPS store and keep your fingers crossed while you wait for Amazon to receive it. It will take anywhere between 1-2 weeks for Amazon to receive your package and acknowledge you with an email confirmation. Once it is in Amazon’s warehouse, your products will go live and are eligible for Prime. Write to us in the comment section if you need any more information on this. Good luck and Happy selling!

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