Watch the full webinar on-demand on the ChannelAdvisor website: https://www.channeladvisor.com/resources/library-webinars/the-definitive-amazon-sellers-guide-a-strategy-building-session/ Success on Amazon comes from optimizing product listings, finding the right keyword combinations, leveraging Amazon advertising and, ultimately, increasing your chances of winning the Buy Box.

1. The Amazon Seller’s Guide:
Building Strategy, Building
Sales
Tristen Stawicki, Senior Client Strategy Manager, ChannelAdvisor
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2. Your New Amazon Strategy
• Improve your product listings
• Find the right keyword combinations
• Increase chances of Buy Box wins
• Fine-tune Sponsored Products
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3. Improving Product Listings
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4. Pillars for an Effective Listing
• Titles
 Follow Amazon’s formula
 Use effective and accurate keywords
• Description
 Customize for the Amazon shopper
 Paragraph format
• Bullet Points
 Use all five bullets
 Keep bullets brief and descriptive
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• Images
 At least four images
 Minimum 1,000 pixels for zoom
 High resolution and alt views
• Search Terms
 Not in product title
 Proofread

5. The Anatomy of a Search
Result
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6. Search Results
• 3 categories of shoppers
 Browse
 Search
 Filter
• How to increase search rankings?
 Relevancy
 Sales History
 Customer Experience
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7. Example of Effective Search Terms
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8. Example of Effective Search Terms
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9. The Amazon Buy Box
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10. Winning the Buy Box
• Build your seller metrics
 Order defect rate
 Pre-fulfillment cancelations
• Eliminate negative feedback
 On products and seller ratings
• Maintain competitive pricing
 Algorithmic Repricer
• Provide excellent customer service
 Reduce A-to-Z guaranteed claims
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11. Advertising with Amazon
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12. Sponsored Products and Headline Search
Sponsored Products
• Automatic targeting
 Importance of stellar product data
• Manual Targeting
 Testing potential keywords and search terms
Headline Search
• Brand registry required
 Banner ad
 Test broad keywords
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13. Key Takeaways
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14. Recap
• How to improve product listings
 Product data pillars
• How to find the right keyword combinations
 Use Amazon’s formula for titles
 Include product features like color, size, brand and quantity
• How to increase chances of Buy Box wins
 Seller metrics, dynamic and competitive pricing strategy
• How to fine-tune sponsored products
 Conduct A/B testing
 Use a mix of automatic and manual campaigns
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CONTACT
ChannelAdvisor
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