Learn some of the secrets to building a brand on Amazon. com with this presentation from Paul Johnson from Seller Labs. This presentation was done for a virtual summit hosted by CPC Strategy March 11, 2015. The 5 takeaways from the presentation are: 1. Optimize your listings for keyword relevance 2. Optimize your listings for better conversions 3. Develop a strategy to encourage quality reviews 4. Drive highly converting traffic to your listings 5. Leverage FBA if possible Learn more about Seller Labs at www.sellerlabs.com

1. Amazon Search Secrets
Building a Brand on Amazon
Paul Johnson
co-founder

2. Paul Johnson - Co-Founder
● 8 years in Ecommerce
● Multiple million dollar E-commerce startups
● Co-Founder of Seller Labs

3. Seller Labs
● Thousands of Merchants
● Millions of Orders
● Over 1 Billion Amazon third party sales in 2014

4. Who Is This For?
● Brand Owners
● Exclusive Resellers
● Resellers interested in launching their own brand

5. US Online Retail Sales
http://www.top500guide.com/

6. 3 Times More Product Searches than Google
http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=1&

7. The Future of Storefronts
● “Forty-eight percent of all
purchase decisions made in
the US-that’s $1.5 trillion-
are now influenced by
digital decisions”
(Goldberg, 2015).
● “REI recently disclosed that
75% of REI’s in-story
shoppers have visited the
retailer’s website in the
seven days prior to a store
visit” (Goldberg, 2015)
http://www.mediapost.
com/publications/article/245182/hey-who-
moved-my-storefront.html

8. Product Discovery
● Millions of consumers start their product search on Amazon.
● Many shoppers use Amazon content and reviews to help make
purchasing decisions elsewhere.

9. The Walmart Effect

10. Amazon’s Search Challenge
With more than 1 Billion products how does
Amazon show the most relevant items?
Pat Petriello The Amazon Whisperer CPC Strategies

11. Powered by A9

12. Super Geniuses in Silicon Valley

13. Amazon Cloud Search

15. What Does Amazon Say About Search?
● Search is the primary way customers locate products
● Searches are matched against listings

16. What Does Amazon Say About Search? (cont.)
● Well-chosen keywords increase a product’s
visibility
● The number of views for a product detail page can
increase significantly by adding just one additional
search term

17. What Does Amazon Say About Search? (cont.)
● Factors that determine search results
○ Price
○ Availability
○ Selection
○ Sales
● Sales drive placement

18. Now We’re Getting Somewhere

19. Two key factors
Relevance Conversions&

20. Title
Search Relevance Impact Conversion Rate Impact

22. Search Terms
Search Relevance Impact Conversion Rate Impact
None

24. Images
Search Relevance Impact Conversion Rate Impact

25. Price
Search Relevance Impact Conversion Rate Impact

26. Fulfillment Channel
Search Relevance Impact Conversion Rate Impact

27. Description
Search Relevance Impact Conversion Rate Impact

28. Bullets
Search Relevance Impact
Debatable
Conversion Rate Impact

29. Reviews
Search Relevance Impact Conversion Rate Impact

30. Review Secrets
● Offer great customer service
● Email every customer at least once.
● Leave a note in your packaging

31. Conversion Secrets
● Know Your Numbers
● Optimize Your Listings to convert
● Send highly converting traffic to your listings

35. Super Secret Tricks
● Parent Children: Having variations on the same listing combines activity especially
sales on one main listing.
● Super URL: You can send traffic to Amazon and target specific keywords using this
method
● Brand Names: Brand names that contain keywords may help products rank
● MPN: Part numbers that contain keywords may help products rank
● Category: Placing your item in a less competitive category can help you achieve
better placement in that category
○ Ask for category managers if you don’t get the response you desire

37. 5 Key Take Aways
● Optimize your listings for keyword relevance
● Optimize your listings for better conversions
● Develop a strategy to encourage quality reviews
● Drive highly converting traffic to your listings
● Leverage FBA if possible

38. Fin