Amazon Search Secrets: Building a Brand on Amazon

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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

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  • Amazon Product Seo Ranking Service Review, That help to get rank in amazon Amazon product seo best Position on amazon search and discover more about keyword ranking, Product Optimization tips and seo Service... 1)Amazon Product Optimization 2) amazon product wishlist 3) amazon product purchase 4) amazon product ranking 5) amazon product review 6) amazon product Voting Our happy 300+ clients * amazon bestsellers rank you can catch with us. Our amazon rank expert With you to help. Contact: Skype: hire4seo Email: rickpdomas@gmail.com
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Amazon Search Secrets: Building a Brand on Amazon

  1. 1. Amazon Search Secrets Building a Brand on Amazon Paul Johnson co-founder
  2. 2. Paul Johnson - Co-Founder ● 8 years in Ecommerce ● Multiple million dollar E-commerce startups ● Co-Founder of Seller Labs
  3. 3. Seller Labs ● Thousands of Merchants ● Millions of Orders ● Over 1 Billion Amazon third party sales in 2014
  4. 4. Who Is This For? ● Brand Owners ● Exclusive Resellers ● Resellers interested in launching their own brand
  5. 5. US Online Retail Sales http://www.top500guide.com/
  6. 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. 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. 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. 9. The Walmart Effect
  10. 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. 11. Powered by A9
  12. 12. Super Geniuses in Silicon Valley
  13. 13. Amazon Cloud Search
  14. 14. What Does Amazon Say About Search? ● Search is the primary way customers locate products ● Searches are matched against listings
  15. 15. 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
  16. 16. What Does Amazon Say About Search? (cont.) ● Factors that determine search results ○ Price ○ Availability ○ Selection ○ Sales ● Sales drive placement
  17. 17. Now We’re Getting Somewhere
  18. 18. Two key factors Relevance Conversions&
  19. 19. Title Search Relevance Impact Conversion Rate Impact
  20. 20. Search Terms Search Relevance Impact Conversion Rate Impact None
  21. 21. Images Search Relevance Impact Conversion Rate Impact
  22. 22. Price Search Relevance Impact Conversion Rate Impact
  23. 23. Fulfillment Channel Search Relevance Impact Conversion Rate Impact
  24. 24. Description Search Relevance Impact Conversion Rate Impact
  25. 25. Bullets Search Relevance Impact Debatable Conversion Rate Impact
  26. 26. Reviews Search Relevance Impact Conversion Rate Impact
  27. 27. Review Secrets ● Offer great customer service ● Email every customer at least once. ● Leave a note in your packaging
  28. 28. Conversion Secrets ● Know Your Numbers ● Optimize Your Listings to convert ● Send highly converting traffic to your listings
  29. 29. 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
  30. 30. 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
  31. 31. Fin

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