Selling Sharp: Three Things to Remember When Listing on Amazon

February 18, 2016

Marketplaces ChannelAdvisor By ChannelAdvisor

AmazonWe all get busy. And when we get busy, we get stressed. And when we get stressed, we start forgetting simple details.

Like maybe where you left your car keys? Or where you parked? Or the name of that new guy at the office?

Even for experienced Amazon sellers, sometimes it’s easy to forget the most basic tenets of marketplace selling. But with stiffer competition every day, it’s never been more important for retailers and brands to make sure they are nailing the e-commerce essentials.

Here are three things to remember as you and your team make the most of your Amazon presence:

1. Remember to Optimize Your Search Terms and Listings

When writing your product listings, put yourself in the mind of the consumer. What are they looking for, and how are they going to search for it? Once you have a better idea of how your customers are finding you, you can optimize your search terms and listings to match their search preferences.

As a seller, you’re allowed five search terms for each product. When identifying Amazon search terms to use, keep the following tips in mind:

  • Use single words instead of phrases. Longer phrases mean that consumers would have to search for that exact phrase to find your product.
  • Don’t repeat words from your product title, as Amazon already factors those into search results.
  • Research. Do a search for a similar product and see what listings come up high in the rankings. Find words you may not be using already.
  • Experiment! Finding the most effective search terms takes time and testing.
  • Only use terms that describe your specific product. Amazon doesn’t permit third-party brands or trademarks as search terms.

2. Remember International Markets

With marketplaces in the UK, France, Germany, Italy, Spain, Canada, Japan, China and more, Amazon opens up the opportunity for retailers to expand their online presence. Selling internationally could significantly increase your consumer base and your sales. According to a 2013 study by Nielsen and PayPal, cross-border online shopping will be worth $307 billion by 2018, with 130 million cross-border online shoppers around the world.

Amazon Global Selling is a great way to “test out the waters” of selling internationally. The program opens up your Amazon product listings to international consumers already shopping on Amazon.com. One advantage of this method is that you don’t need to translate or localize your listings for other regions since your products are still being sold through Amazon.com. Additionally, Amazon Global Selling gives you great insight into which regions provide the most demand. You will be able to see which countries are predominantly buying your products, and you can use that knowledge to determine if expanding to a marketplace there is cost effective.

Signing up for the Amazon FBA Export program is also a great idea if you’re considering selling internationally. This program allows your products to be purchased from Amazon.com by international consumers, and fulfilled through Amazon’s many fulfillment centers around the world. It works just like FBA does for domestic orders, saving you the time, money and now the hassle of shipping abroad.

3. Remember Your Customer Metrics

A positive customer satisfaction rating is an essential component for not only retaining customers, but also securing potential customers who look at customer reviews before making a purchase. A study revealed that 88% of consumers trust online reviews just as much as personal recommendations.

Amazon’s Customer Metrics page measures how well retailers are performing on Amazon, achieved via reports based on customer satisfaction. The report covers a number of performance metrics, including:

  • The order defect rate (ODR), which measures the percentage of orders that receive negative feedback
  • The perfect order percentage (POP), which measures the percentage of orders that are successful
  • The late dispatch rate (LDR), which reports on any late shipping, as well as the percentage of orders that are refunded and cancelled.

Remember, your reputation on Amazon is extremely important. Customers listen to other customers, and that affects your bottom line. Keep a close eye on your metrics and ensure that you’re dealing with requests quickly and efficiently.

Need more? Download 7 Secrets to Amazon Success for more Amazon essentials that you may have forgotten (and not even realized it).