Amazon live blogging from ChannelAdvisor Catalyst UK

April 13, 2010

Marketplaces ChannelAdvisor By ChannelAdvisor

Matt Henderson, Director of Merchant Services for Amazon UK presented today, these are my live blogging notes. I did is on an iPad so apologies for any typos.

Amazon is obsessed with selection, pricing and customer service. EGM was up 56% y/y and prob the best metric for our audience.

Amazon loves the single buyer page model – one product , lots of sellers.

The buy box is the single biggest driver of a seller’s volume. Customer service, via your trust score that is a reflection of your order defect rate is
Very important.

New focuses in 2010:

* auto parts – a rapidly growing Category that they are recruiting a lot of sellers for.
* lighting – same as above
* mobile – seller offers are now on mobile site and iPhone app.
* Used buy box – putting a new buy box that is 3p using
* attribute based navigation – older, but really getting traction now.

How to sell more on Amazon

* Check your customer metrics in your Amazon account as frequently as possible. Low metrics will result in suspension or no buy box exposure.
* they have several Seller Central Tutorials that they recommend all sellers view, even those with experience.
* site metrics – let’s you analyze your products to see best sellers and tweak your strategy. For example you may have a lot of volume, but not a lot of sales. Pricing is one lever, also that is a flag for FBA where Prime users aren’t buying your items.
* They are seeing greater use of variants and imagezoom features on the item page.
* Buyers use the guided shipping widgets that are attribute driven so sellers should make sure sending all attributes.
* Search optimization – make sure your browse nodes and keywords are optimised and you have
Descriptive text that includes your keywords in proximity.
* Conversions play a big role in the Amazon search engine.
* make sure your product titles are thorough, but do not include price or other items like NWT
* use FBA!

FBA

Getting a lot more use, the tools are better and the process Is faster based on seller feedback.
– he covered the usual FBA background and pros of the program (prime)

Then he went through a FBA case study of gamesbuyer.co.UK and then a DE seller babys und kids. The later enjoyed a 30% increase. Ajother seller doubled their sales in the first week.

They are offering an FBA promo to attendees.