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How to Improve Your Product Listing to Rank Higher on Amazon?

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Amazon is the largest e-commerce platform in the world and sells more than 12 million products. There are five million marketplace sellers across all 12 Amazon marketplaces. Since there are a massive number of products listed on Amazon, it’s hard for them to have an algorithm that determines the best products to show up after a search. Amazon’s A9 Algorithm is the current algorithm which Amazon is using to determine the best products to rank up before others. Do you want to improve your ranking? In this article, you’ll understand the various factors that affect an Amazon seller’s product ranking and how you can optimize your product listing for higher search results. Amazon’s A9 Algorithm & Product Listings A9 is the internal engine of Amazon which can be optimized to improve product ranking. The techniques to do this change constantly and it’s necessary to remain up-to-date. This system is the organic product ranking algorithm of Amazon which determines the best products to showcase during a search query. Amazon’s A9 Algorithm is a composition of direct and indirect factors which are used to match users’ search queries while they’re surfing through the Amazon marketplace. Factors That Affect Amazon Product Ranking 1. Product Variations There is a built-in feature that Amazon has and is known as parent-child product functionality which directs all users to a single product page. What is the benefit of this? The advantage of this is that you can display all the variations of a similar product on a single page. A variation is nothing but a theme which includes the color or name, style, size, or count of a product. As an Amazon seller, it’s important to also optimize the title of your variations (read our blog on parent & child ASINS on Amazon) in order to drive traffic inwards, towards the listing. 2. Customer Reviews & FAQ Positive reviews of a product are an important factor which affects Amazon’s Product ranking. The number of FAQs is another important factor because it helps customers decide whether they want to buy a product or not. A good way to optimize your listing is by test-buying a competitor’s product. That helps you review and source out several features for your product. You can also get a clear understanding of the clientele that is directed towards the best seller’s products. In order to provide a good customer experience, relay similar methods into your listing. 3. Size & Quality of Images The dimensions of the image must have 1000 or larger pixels in either height or width. The size of 1000*1000 pixels or larger allows users to enable the ‘hover-to-zoom’ feature. Ensure the frame of each image is filled with 85% of the product on a white background and also make sure that no blurry images are used. 4. Product Pricing Let’s assume you’re a customer and you want to buy a product from Amazon. What will be your first requirement? To get the best deal. This doesn’t mean you quote your product as the cheapest. Customers want something that gives them a bit of everything. Affordability, free shipping, and good features. Best deals are a combination of good ratings, reviews, and affordable pricing, so strike the right balance and your product has a higher chance of being recognized. 5. Complete Your Product Listing Don’t let your product listing have incomplete information as this affects product ranking. If you want to rank your product higher on the Amazon search engine, you have to complete your Amazon product listing. On the seller central board, you’ll notice several empty fields, so the more information you place, the better your chances of being ranked. You have to fill in every single field in the listing setup as it maximizes the chances of being able to rank your product before others, especially if your content is optimized. How Amazon Sellers Can Optimize Product Listings? Optimize Main Title First The product title has the greatest impact, both positive and negative, on product performance in the search result. This is the most valuable asset you have on your Amazon Product listing. As per the suggested best practices of Amazon, your product title should include elements such as: Brand Name Product information Unique sales point or key feature Material used Color & Size Packaging or Quantity If you want to optimize your Amazon Product listing, you have to make your title effective. That depends on how you order the above elements. You also have to make sure that you include target keywords in the title as this one is one of the major ranking factors. Include the most relevant keywords first as this has direct algorithmic implications. We have to make sure that the customer knows what we’re selling after their search. There is no search intent on Amazon because users come here to buy a product and that is what Amazon focuses on. You have to make a list of the most important keywords that have a higher relevance and strategically place them in the title while avoiding keyword stuffing. Also, ensure you follow Amazon guidelines. Optimize Bullet Points The bullet points in Amazon product listing have a direct impact on ranking your product in the search results. It has a strong relationship with two important factors of Amazon search results and that is conversion rate and product relevance. You can’t mention everything in the title, so, in bullet points, you get the opportunity to present the feature and benefits of your product. You can use all the keywords from your list, in the bullet points, that you haven’t used for the title. Besides, you can also mention the product warranty details in the bullet too. Test your copy as much as possible. This is what makes you stand out from the average sellers so use different combinations to get higher conversions. Optimize Product Descriptions In Amazon product listing, there is no direct impact of product descriptions to rank your product on Amazon SERPs. It is indexed by A9

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Amazon’s Vendor Purge – Is It Really Bad News?

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In a huge strategy shift, Amazon is reportedly going to purge small vendors, reserving Vendor central only for biggies like P&G, Sony, Lego, and other massive names. This news on the vendor purge came as a rude shock to many suppliers when Bloomberg first wrote about it last month. Much has been said and discussed since then and we have now arrived at a point where it is almost finalised and everyone is waiting for the official news to roll over. Why is Amazon doing this to vendors? “Third-party sellers are kicking our first-party butt. Badly,” – Jeff Bezos wrote in his Annual shareholder letter. This is not just a statement but a thoroughly researched statistical analysis put in simple layman’s language. Ask me how? In 2018, nearly 58% of Amazon’s total sales came from third-party sellers. In the present year, this is estimated to go even higher. This made Amazon think about pushing small vendors below $10M in annual sales to the seller central platform. Seller central is more profitable for Amazon It is hard to believe but Amazon is not making as much as we would like to hear from the Vendor central. Amazon has to hire more vendor managers and spend more on the logistics – for the fulfilment and shipping of first-party products. The cost will go further once Amazon implements its One-Day shipping program. Seller Central on the other hand is relatively easy in terms of logistics and Amazon gets a share of every single sale that is made. Small Vendors are posing a risk With the increase in competition, there is a rapid increase in counterfeit/ unauthorized products as well. With so many small vendors, Amazon is finding it difficult to properly vet, inspect, and dismiss the products that do not meet the quality standards. This directly or indirectly impacts the business model and affects customer satisfaction. Amazon had stopped issuing POs to thousands of such small vendors a few weeks back and kept them on hold until they reviewed their products. The third Party is less demanding This might sound surprising, but the third-party sellers are smarter – they put in extra effort and are self-sufficient with their own pricing, forecasting, marketing, and shipping. They strive to drive more traffic to the marketplace and provide exemplary customer service. Ultimately, Amazon gets a cut out of every sale by simply lending their marketplace and growing along with the millions of other sellers. Vendor Central, on the other hand, is a lot of work. They need to demand forecast, negotiate, buy, manage inventory, take care of logistics, and provide customer support. Amazon is simply unable to allocate that kind of human resources. Also, Amazon sells products at loss, in an attempt to win the “Buy Box” at times. There are tons of vendor manager posts unfilled since 2018 and that explains why first-party businesses growing double digits every quarter is long gone. So what’s going to happen to the small vendors? I would say it is a welcome move for vendors as seller central is in its best shape now than ever before. If you are a vendor, do not feel threatened by the sudden policy change. The transition to seller central is going to be rewarding. Far superior reporting Control over pricing Inventory control No chargebacks If you are a Private Label seller and have got Brand Registry done, you have access to Enhanced Brand Content, which is pretty much similar to A+ content in Vendor central, and you can also create your storefront page. In addition, there is a new Brand Analytics tool which is very similar to the Retail Analytics dashboard in vendor central but with limited metrics. Coming to campaigns, in seller central, you have sponsored products and sponsored brand ads. While product display ads are still not on the third-party platform, there is not much your missing out on as you can make the most out of these two. With Amazon’s new selling plan, you can reach customers in 10 countries for just $39.99 per month. Isn’t that good news? How to prepare yourself for the transition? Set up a seller central account Consider the FBA program to enjoy Prime benefits Work out on product profitability and re-price accordingly Optimize your listings as there is going to be more competition now Redefine your marketing strategy Take Away Never put all the eggs in one basket. If you haven’t explored other marketplaces, it is high time you stop relying only on Amazon. Walmart, ETSY, eBay, and Opensky are great marketplaces where you can list your products and expand your business. If you need any professional help for 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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Troubleshooting and Optimizing Amazon PPC

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Succeeding in Amazon PPC and putting together all the profitable keywords is more of an art than a science. 70% of all online sales take place only from the first page of search results. A good sponsored products campaign should help your products gain a better organic rank as well. Let us take a detailed look at how to optimize Amazon’s PPC and make it more profitable. How Does Amazon PPC Work? Amazon PPC is its own advertising system that they provide for the sellers. Sellers set a daily budget and bid on keywords and keyword phrases for which they would want their advertisements to appear. PPC is more like an auction – the higher the bid, the better your ad placement will be. Remember, you only pay when someone clicks on your ad. However, clicking on the ad doesn’t guarantee any sales. There is no shortcut to success when it comes to PPC. You can’t just expect to set up a campaign and see it work. It is a cyclic process – you input data, gather reports, analyze, make an educated change, and let it rerun. This process of testing, refining, and retesting is continuous and takes multiple iterations before you finally arrive at the ‘sweet spot’. Here are some best practices which you need to understand before setting up your campaign: Setting up a Daily Budget – Higher your daily budget, the more frequently your ad will be visible. The algorithm knows that it will only need to display your ad as many times as needed to fulfil your daily budget. Pro Tip: Use the daily budget to your advantage to get the ads shown more frequently. Picking Relevant Keywords – The algorithm ranks the products whenever a search is made and the product is sold. i.e., for every conversion. In simple words, PPC helps you improve your product’s organic rank for certain keywords whenever it converts. So our ultimate goal is to not have a big list of keywords in the campaign but to have a handful of relevant keywords which could potentially convert and improve your organic rank. Pro Tip: Do not keep your major keyword in the campaign as it is generally the most expensive one. If you spend more than what you make, it is not really worth it. Try Both Automatic And Manual Campaigns – Both automatic and manual campaigns have their own distinct pros and cons. While an Automatic campaign helps you collect data through which buyers search your product and discover targeting opportunities, manual campaigns give you control and let you decide on how far you want to go with certain keywords. Testing the Match Types – Broad, phrase, and exact are the three different match types with which you can put together keywords in different forms. It is important to put the keyword match types in a separate ad group to test which match type is converting better. Understanding ACoS, CTR, and CPC – They are the KPIs of Amazon PPC campaigns. ACoS (Advertising cost of sale) is usually the one that is referred to as a key indicator. There are other metrics which you need to focus on. If the CTR (Click through rate) is lower than 1%, you need to revamp the keyword list and add more keywords that are relevant since the customers are not finding your product relevant for their searches. If the CPC (Cost per click) is high, you need to adjust the bids and optimize to achieve a lower ACoS. Add Negative Keywords – Do not underestimate the Negative Keywords tab in your campaign setup. This is often ignored and paid the least attention to. If used properly, Negative keywords will help you cut down the cost of the campaign. Ideally, after the initial test run, analyze the keywords and move the ones that are costing you clicks and no sales to the Negative Keywords list, so your ads won’t appear for those and you need not spend on them anymore.      Your Campaign is Still Not Profitable? If you have followed these golden rules and your campaign is still not profitable, then there can only be three kinds of problems. Let’s handle them one at a time. No Impressions No Clicks No Conversion No Impressions “No, or very few impressions” just means your ad is not getting seen by people. For some reason, the algorithm is not displaying your ad to the buyers for the search terms which you have set in your campaign. It could be because your product is not optimized for the keywords that you are running the ads for. If your ASIN is indexed for the desired keyword by searching, ASIN+ Keyword – if you get your product in the search results, it means your ASIN is perfectly optimized. If not, go back to the product listing and optimize your content with the relevant search terms. There may not be enough search volume which could be the case with small niches or the daily ad budget is set too low. Increase the budget and test the campaign again. No Clicks When you get lots of impressions but little to no clicks, it means your product listing is not very impressive at first look. Poor title or image Poor price point No Reviews These are the psychological barriers which are stopping them from clicking on your ads. Fix these and rerun the ads. No Conversions People see your ads and click on them but don’t buy them – this is frustrating. Again, the reason could be poor listing quality and reviews. You may have to work on all the images and provide adequate bullet points and descriptions with interesting features and values. Do not add any misleading information, especially in the title. Stay true to the product and sell it as it is. How to find the Right Keywords For Your Campaign? We have talked a lot about keywords and their importance. Finding the right bunch of keywords to

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How To Manage Your Amazon Human Resources

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Remote workers are an asset to entrepreneurs and start-up companies as they don’t take up office space, do not consume electrical and electronic resources, can work in different time zones (which means getting the work done while you are sleeping), and can be more agile and quick to solve problems. Remote employees are fast becoming the new normal and it is no surprise because there is a pool of talent across the globe that you should not miss out on. The output, however, is largely based on how efficiently the manager coordinates and motivates his remote workers. If you develop the right talent management strategy and an effective work structure, it is a breeze to manage your Amazon Human Resources. If you are a business owner, this blog will help you choose the right remote worker and give you insight into how to manage them efficiently and effectively. What Should You Look For in an Amazon Human Resource? When you manage a team from a remote location, every component, right from talent search to training and building a smooth work process, is important. Hiring the right candidate will solve half your problems. Determine the number of Amazon Human Resources you need, their skill set, and their level of competence before you get on to the actual hiring process. Here are some of the qualities that you should look for while hiring an Amazon Human Resource : • They need to be tech-savvy • Are responsive and alert • Pay attention to the details • Discretion with no hand holding How To Manage Resources Managing resources is a cakewalk if you have done step one right-hire the right candidate. You still need some talent management strategies in place to get the most out of your employees. Be Descriptive Since there is no face-to-face interaction, there is a high chance that the person on the other end can misunderstand your requirements. Be descriptive and define tasks clearly. Tell them what you need, how you need it, and when you need it. A responsible Amazon Human Resource will get all of their doubts cleared before starting a particular task or job. You can assist them with prioritizing things and helping them manage their time. You can help by tracking their time on various projects in an online tracker and by keeping them on track. Get On the Cloud It is the responsibility of a business owner to set up a comfortable workspace for remote workers in the cloud and give them access to all advanced tools. When you work with people from all over the globe, keeping all documents in the cloud is extremely important as it gives you the luxury of working from anywhere. There is a range of software which most successful business owners use to keep their workspace organized. • Skype – For general office communication. You can form different chat rooms for different teams and have discussions over voice/ video calls often. • Dropbox or Google Drive – To save all work-related files on the cloud. • Trello – To organize and prioritize your projects. • Asana – For teams to track their work. Don’t Be Too Bossy Employers who micro-manage their teams are never successful. It is important for a business owner to have the right degree of control towards his team. It is annoying for anyone if you ping them every few minutes asking for the status of a task. Treat your remote workers with respect and give them time to breathe. Set up clear expectations before you hand over the task and define the deadlines clearly and reasonably, so as to avoid disappointments later on. It will be a good idea to have a to-do list and practice the ritual of collecting daily reports from Amazon Human Resources to know what they accomplished and what they have planned for the next day. This will also help in the long run to assess the performance of the employee during the appraisal. Schedule Regular Meetings Scheduling regular meetings once or twice a week helps you understand where the team is and what their pain points are. It is the responsibility of the employer to address problems and provide solutions to help them get over them. Also, when you have everyone on the call, it gets easier to discuss the progress of projects and set goals. Summing up It is easy to build a cohesive and well-coordinated team if you trust your Amazon Human Resources and ensure accountability. The use of smartphones and all modern apps will help you to a great extent and make you feel liberated to have a team working for you remotely. You have landed in the right place if you’re looking for remote assistance. Contact us and we would be glad to assist you.

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Amazon Human Resources Who Help You Breeze Through Your Work

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It’s high time you hire an Amazon Human Resource for most of your work. Wondering why? We’ll tell you why. It is a fast-paced world out there and most of the time you’re busy juggling between tasks. If you feel that you’re on a hectic schedule, where you are occupied with tasks that make you sweat and are unable to deal with other pressing matters that require your undivided attention, it’s time you delegate these tasks to a reputed company like BIE. What kind of tasks should you delegate? Repetitive Tasks: Recurring tasks such as making charts, sheets, reports, and entering data can be taken care of by our eCommerce Amazon Human Resources. It’s time you put your mind to long-term goals and strategies for personal growth and the company’s development by concentrating on the complex tasks at hand. Tasks that require a specific skill: There are some tasks that require employees with a certain skill set. And yes, BIE is glad to tell you that our Amazon Human Resources are capable of handling all kinds of tasks. Our VAs are adept at specific tasks by way of the training we have given them, prior to handling real or live tasks. Out of our host of employees, we only choose employees that are apt for tasks, by assigning tasks to those whose talents best match the task at hand. Mundane tasks: Our personal assistant can take care of those boring tasks of which you’ve had enough. It’s best you delegate the dull and tedious work to our VAs at BIE. This will free up your time and improve overall productivity. All tasks that can be carried out efficiently just by looking at a manual, or by following a certain set of instructions, can be outsourced to our VAs, and you can monitor using simple checkpoints. By hiring the services of our VAs at BIE, you get the most out of your business. Our VAs are glad to help you and relieve you from the workload by lending a helping hand. With the advent of VAs, outsourcing in India has become cheaper than ever. Hire Our VAs for as low as $6 per hour. The best part is that you can hire VAs on an hourly basis depending on the requirement. We are specialized in e-commerce VAs and can help you across major e-commerce platforms such as Amazon, Groupon, and eBay. Our VAs deal with marketplace services such as Account set-up, listing products, invoice/ billing, flash sales services such as contract setup, price negotiation, deal approvals, and other services which include Pay Per Click, Amazon Sponsored Ads, Amazon SEO, and Digital Marketing. You cannot increase the number of hours in a day but more hands at work can definitely speed up work. If you need any 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.

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