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What is Split Testing for Amazon Product Listing?

Leave a Comment / Amazon, Amazon Marketing, Amazon Tools, Amazon VA, seller central /

For an Amazon seller, split testing, also known as Amazon A/B Testing, is done to identify the successful variation of product content and pricing or the best-performing version. It is basically an experiment through which Amazon sellers test different variations of product names, featured photos, or product descriptions. If you want to make a profit, split testing is important, because it plays a huge role in optimizing a listing. You can observe what works and what doesn’t using customer feedback and sales performance. Why is Split Testing Important For Amazon Sellers? A/B testing doesn’t only mean that you can test two variations. As an Amazon seller, you can try different ranges of variables to find your perfect listing. Try to test as many times as possible from different approaches and figure out the problems you are facing and also the impact. Here’s a quick tip for you hardcore sellers on Amazon. You can experiment with several techniques after a thorough competitive analysis. This is the best time to optimize a product listing and figure out what works best for your listing’s ranking for a period of either a week or 15 days. If you are an Amazon seller who wants to make a massive profit at the end of the year and increase sales conversion, split testing is an obvious solution. It is one of the most creative ways to optimize your product listing for boosting sales performance. Fully optimized listings are an important factor that affects sales performance. There are many things that you have to consider while performing split testing, such as making sure your keywords are being indexed by Amazon, or using attractive thumbnail images to efficiently engage your customer base. If your products are easy to find on Amazon, your leads have a better conversion rate. That also means a higher sales rank. Split testing can only be successful if your pricing is ideal and this process allows you to optimize your pricing, which in turn helps to get a huge number of sales and allows you to make the most profit. To witness an increase in sales and to rank higher in searches, an increase in CTR and an increase in session (how long the visitor stays on a page) is vital. How To Run Split Testing? We’ve given you a basic idea about split testing. Now let’s do some work. We’ve mentioned that you have to do a lot of work, and there are various tests that need to be done. But what are those tests? Yes, you can automate the process, but what is the process? The answer is simple. You have to observe the activity of your customers by making changes to your listings. Make their journey easy and help them make an informed purchase decision. You need to guide them throughout their purchase journey. We’ve listed some tasks that need to be done for Split testing. Product Title Optimization Make sure your brand name comes first in the product title because there are many Amazon sellers who do this mistake while optimizing their listing. This is important because it can decide whether or not your product will show up in the search results. Every element in your product title requires split testing. You have to run two different listings at the same time to analyze the change. Optimize Your Pricing In terms of sales, this is one of the most important factors. To increase the number of sales, you have to first optimize the pricing of the product to increase your sales rank. Also, you have to run two listings, where one can be showcased with a sales price that can include a discount, while the other can be showcased with the normal price. It is understood that on Amazon, the more products you sell, the easier it is for your ASIN to achieve a higher sales ranking. Optimizing Bullet Points You have to put the keywords in bullet points strategically as you also have to make sure that you cover all the possible questions that the customers would have before making a purchase decision.  You also have to change various elements of the bullet points like the keywords, content, and product details to test different variations. For a fully-optimized product listing, you need to have the best combination of bullet points. Make sure you follow all these instructions to run successful split testing. Optimizing Product Description Consider the product description as a sales copy and you have to give the best pitch to convert the visitors into paying customers. Don’t forget to add a Call-to-Action at the end of your product description. Just like the bullet points, you can put the keywords working for you but make sure you guide the customer while they read the description. Optimizing Product Images Many customers don’t like to read a lot of text, so images are the only thing you have that can draw in more views. There are two images which are important. One is the featured image, which is the thumbnail, that the customer sees first, and the other one is the main image on the page. Your competitors are also doing the same thing that you are doing so make sure you stand out among your competitors. Obviously, the specifications will be the same but you can play with colors too. You have to understand color psychology to engage with customers. You can test different sets of color combinations on various products to see which one is working better. For instance, blue is the colour of trust. Design your product images with blue tones or elements to improve customer engagement. Is Split Testing Useful? At this point, you might think, why should I invest in split testing just for a bunch of experiments? You will understand Amazon’s algorithms so much better when you test different variations of a listing manually and observe the impact it has on your sales conversions. To find out the perfect listing, you have to try different

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Amazon Seller Central vs Amazon Vendor Central – Basics

Leave a Comment / Amazon, Amazon VA, seller central, vendor central /

While studying Amazon seller central vs Amazon vendor central analytics, you’ll realize that the basic difference between the two is that on seller central, you sell your products directly to Amazon’s customers. On vendor central, you sell your products directly to Amazon and then they sell the products to their customers for you. As a seller central owner, you price, market, and sell your products directly to Amazon’s customers. Many Amazon sellers start their journey from seller central to list their products quickly and start selling immediately. Before boarding onto vendor central, make sure your products are well established. You can always go with both options because both seller central and vendor central have their unique benefits which will be discussed in detail. With Amazon Seller Central, sellers or brands use a web interface or panel to market and sell their products directly to Amazon’s customers. Those who have a seller account are also known as third-party sellers or marketplace sellers on Amazon. The major role of a marketplace seller is to handle orders they get from Amazon’s customers making it a more direct approach. There are two options you get as a market seller to fulfil the orders of the customers. Either you can handle the shipping, customer service, and returns for each individual order yourself, or Amazon gives you an option of fulfilling orders which is the “Fulfilled by Amazon” or “FBA” program. By enrolling your products into the FBA program, you allow Amazon to handle orders on your behalf. What is Amazon Vendor Central? The web interface used by manufacturers and distributors is Amazon Vendor Central. The term used for sellers selling via vendor central is first-party seller. As a first-party seller, you sell products in bulk to Amazon. You are a supplier here and Amazon will sell your products to their customers. What’s the key element to running a successful vendor-central supply chain? You never let the supplier or Amazon come in direct contact with each other. Pros of Amazon Seller Central Pricing Decision As a seller, you can decide the price at which you want to sell your products and also change them anytime as you have full control over pricing. You also get the advantage of staying in the competitive market by automatically matching your competitor’s pricing. Activity Analytics With Seller Central, you get access to a large number of consumer data without any cost. If you have a seller account, you can access the customer’s data and use it for other purposes. But make sure that you won’t use that data to outreach Amazon’s customers. You can, of course, use analytics to understand consumer behaviour. Private Label Branding This is one of the big advantages of seller central. As a retail partner or an unknown third-party seller of a manufacturer, you can’t list or sell a bundle of older versions of any product. Another parameter of this type of listing is less content and images. With Amazon’s brand registry program, this type of unauthorized listing can be controlled. Cons of Amazon Seller Central Higher Costs If you are a seller and you are selling low-priced items, \ shipping or fulfilment costs are a barrier in your Amazon selling business. If you have a professional seller account, you have to pay $39.99 per month as Amazon FBA fees, and for individual sellers, it ranges from 45 cents to $1.35 per unit. Lower Conversion As a third-party seller, the most crucial part of your Amazon selling business is to compete with “Ship from and Sold by Amazon.com” products. As a 3P seller, you have to offer your products via FBA or “Ship from and Sold by 3P sellers” and with this, you can’t outsell the products sold by Amazon. One more disadvantage is that if you are attempting to use Amazon’s Sponsored Products Ad Tool, your ads won’t appear because this is only for the seller in the buy box. Pros of Amazon Vendor Central Ease of Doing Business Through Vendor Central, you can focus on your Amazon selling business. If you see the business model from the Vendor Central perspective, the process is much easier than seller central. The role of a vendor is to fill purchase orders, bill those orders, and make sure that there is no penalty charge. But as a seller, you have to take care of the full process from sales to lost inventory and also taxation liabilities. Marketing Tools There are many tools that Amazon offers to its vendors like creating enhanced brand content via Amazon A+ Detail Pages. Another program you can take part in, Subscribe & Save (Amazon’s subscription service), is a promotional program offered by Amazon that boosts sales. You can also opt for Amazon Vine, which invites some of its most trusted reviewers on Amazon to post reviews about new and prior products to help their customers purchase products. Cons of Amazon Vendor Central Difficult to Launch New Products There are many guidelines you have to follow to complete your purchase orders through Vendor Central. You may get penalties if you break the rigid guidelines given by Amazon for vendor central. There are many penalties vendors are charged while selling products through vendor central. If you are a vendor and selling through vendor central, it will be difficult for you to launch new products as Amazon does not prefer products with no sales history. Amazon doesn’t get any commission when they buy products from you so it is hard to sell or launch new products through Vendor Central. Amazon is unsure about the sales performance of the product and if the product is right for the target market or not.

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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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