In this Amazon series, we’ve been shedding light on “hidden”
blunders – the ones sellers commonly make without knowing it. These
realizations may be troublesome at first, but even Winston Churchill said:
So let’s learn.
Rip off the band-aid, patch up
yesterday’s snafus and avoid pitfalls tomorrow.
Just tuning in?
Mistake #5: Adjusting
Price an item too low and you lose
potential profits; price too high and buyers shy away. Finding the sweet spot is tricky. Customer service, shipping, promotions and outsourcing
can all factor into the equation of competitive advantage, but on Amazon, proactively adjusting prices as the
competition dictates is crucial to winning sales.
Why it Hurts: Tinkering with prices manually amounts to investing time every day or week
that could be better spent doing something else to grow your business. In
addition, manual adjustments swing wide the door for mistakes.
Fix: Automate the process.
Game-changing repricing technologies are becoming the norm among
third-party Amazon sellers. Repricers,
like ChannelAdvisor’s automatically adjust listing prices based on the rules you
set for every product, meaning you’re still in control, but the technology does the heavy lifting for you.
Mistake #6: Treating Amazon Policy Violations like Pink Slips
happen. It’s not the end of the world, but they deserve a
moment of pause.
Why it Hurts:
I can think of dozens of anecdotes from sellers that did not take early issues
seriously and later became suspended. You don’t know what unexpected events may
happen in your businesses future. In addition, you don’t want to be seen
as a repeat offender.
Respect and protect your relationship with Amazon. When a flag is raised on
your account for violations or performance, initiate periods of investigation, reflection and correction.
1) Investigate – What changed in my business, process or
circumstances recently to cause this infraction or dip in seller standing?
2) Reflect – Is this a one-time event or could it happen
again? How did this affect my relationship with Amazon and the customer?
3) Correct – What am I putting in place or changing to
prevent this from occurring in the future?
A proactive approach
has long-run payoff. Among the many anecdotal stories, one in particular comes
to mind. A seller encountered a pricing issue that resulted in hundreds of
order cancellations and unhappy buyers. This mistake would generally lead to
direct suspension but because of the care invested into its Amazon account over
time, the seller was recognized as a reputable partner and Amazon did not close
Mistake #7: Never
Wearing Customers’ Shoes
Sellers often decide
to forego the process of reviewing active Amazon listings or to review only
best-sellers. Time is at a premium, and other business priorities easily usurp
the QA process.
How It Hurts:
If you list thousands of products, potential errors, misrepresentations within
listings and rocky customer experience points can slip through the cracks.
Multiple times, I’ve seen the decision to skip QA come back to bite sellers.
The Fix: Get
in the customer’s shoes and click through your products on Amazon to see how they are matched to an
ASIN, priced, positioned, categorised and searched for.
Here are a few things
to get you started in QA planning:
- Do variations listings
appear within the correct parent/child structure?
- Could Multiple Case Pack UPCs
be associated with single-pack items? Case pack listings are popular
within Office Products and Health and Beauty categories and matching
errors can be costly.
- [The inverse] Are Single-Pack
Items mismatched to Multi-Pack listings?
- If you use a Repricer,
do price updates carry through to live listings?
With that, we bring
our Amazon Mistakes Blog series to a close!
Learn all the tricks for getting your Amazon business in tip top shape (Bonus tips included!).
In the free eBook, 10 Amazon Mistakes You’re Probably Making & How to Fix Them, you’ll get:
- All the Mistakes and Extended
Tips from this Amazon Blog Series
- BONUS Amazon Mistakes
- Fixes You Can