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Optimizing Amazon: Your Product Search Frenemy and Social Media Idol

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Strategies for optimizing your Amazon listings.

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Optimizing Amazon: Your Product Search Frenemy and Social Media Idol

  1. 1. 1P a g e YOUR PRODUCT SEARCH FRENEMY AND SOCIAL MEDIA IDOL Optimizing Amazon: Steven Hope
  2. 2. 2P a g e GoDataFeed is a channel integrations platform for product listings optimization and marketplace order automation on Amazon, eBay, Walmart, Google Shopping, Facebook and 200+ e-commerce channels. • South Florida Native – Welcome to paradise! • Florida Atlantic University – B.A. Political Science, forte in data analysis and research methods • Private College Tutor – Primarily Aime Kalangwa, Congolese refugee who helps unaccompanied minor refugees in Rwanda and Uganda • Music Enthusiast – Percussionist, collector of world percussion, and amateur djembe repair with real goat and cow skin (hair-on) Product Manager @GoDataFeed Steven Hope
  3. 3. 3P a g e AMAZON’S SOCIAL IMPACT ONE STEP CLOSER TO HAPPY HOUR AMAZON’S VAGUE OPTIMIZATION FACTORS A SURPRISE FOR THE AUDIENCE! STEVE’S VAGUE OPTIMIZATION TIPS GET CONNECTED AMAZON-FIRST: YOUR PRODUCT SEARCH FRENEMY IDEAS FOR MIXING SOCIAL MEDIA WITH AMAZON 4 2 8 6 3 1 7 5 OVERVIEW Buckle up
  4. 4. 4P a g e YOUR PRODUCT SEARCH FRENEMY
  5. 5. 5P a g e 2016 Consumers who turn to Amazon first when searching for products online 2016 Consumers who check Amazon even if they find a product they want on another retailer’s site 2016 Consumers who check another retailer even if they found a product they want on Amazon 55 % Consumers who turn to Amazon first when searching for products online 2015 90 % 70 %44 % AMAZON-FIRST CONSUMERS State of Amazon 2016 by BloomReach Moral of the Story: Buyers love searching on Amazon first, but they still like a market of choices.
  6. 6. 6P a g e DEGREE OF TEXT MATCH PRICE COMPETITIVENESS AVAILABILITY & TRANSIT TIMES SALES HISTORY GOOD REVIEWS CATEGORY-SPECIFIC ATTRIBUTES SEARCH & BROWSE BASICS Amazon’s factors for optimizing your listings
  7. 7. 7P a g e Ask your doctor if pricing competitively is right for you. Try to win the Buy-Box if you’re into that sort of thing. PRICE COMPETITIVENESS Keep stock available and try to get reduced handling times based on your On-Time Delivery Score AVAILABILITY & TRANSIT TIMES Buyers’ searches are matched against the product information (title, description, bullets, search terms etc.). DEGREE OF TEXT MATCH Do what you can to get honest and unbiased reviews like you would the old fashioned way - asking. Add additional attributes which allow buyers to filter their search results. “Prime” is the number one filter, probably. The Sales and Traffic Time reports in Business Reports contains data on traffic, Buy Box percentage, and conversion. GOOD REVIEWS CATEGORY-SPECIFIC ATTRIBUTESSALES HISTORY SEARCH & BROWSE BASICS Amazon’s factors for optimizing your listings
  8. 8. 8P a g e OPTIMIZATION TIPS Align your business with Amazon’s number one principle. “start with the customer and work backwards” CUSTOMER OBSESSION Spend time getting to know your template files and XSDs. They contain opportunities for enhancing your listings. SEARCH FILTER ATTRIBUTES (CATEGORY-SPECIFIC) Amazon’s broader attempt at battling counterfeiters that is making waves in the third-party marketplace landscape. PREPARE FOR MORE BRAND GATING Group products on Amazon that you may not have grouped on your site. Creatively group your own “Frequently Bought Together” products. VARIATIONS It’s similar to Google. Even though Amazon allows and shows more, both recommend 70-80 characters. TITLE OPTIMIZATION Use complaints, product reviews and questions to improve content. FEATURES / BULLET POINTS
  9. 9. 9P a g e YOUR SOCIAL MEDIA IDOL
  10. 10. 10P a g e SOCIAL IMPACT RANKING Amazon ranks above all other retail brands by social media engagement according to the The Klout 50 list. Klout says, “Influence is the ability to drive action. When you share something on social media or in real life and people respond, that’s influence.” Week of Feb. 6, 2017 1. Amazon 2. Target 3. Walmart 4. Guitar Center 5. Nordstrom 6. Best Buy 7. Walgreens 8. Sears 9. HMV 10. Saks Fifth Avenue 11. Etsy 12. 7-Eleven 13. Harrods 14. Neiman Marcus “…provide both utility and entertainment across social media platforms, making sure to focus on the customer in messaging.” Commit to Building Relationships “You can architect the best advertising message and campaign but it's not something that's necessarily credible.” Authentic and Credible Messages “Amazon is capitalizing on everything that's happening in real time, whether it's the San Francisco Giants, National Cat Day, or product offers that they have…” -Lithium CMO Katy Keim Engage on a Deeper Level
  11. 11. 11P a g e Give away a product you sell to generate buzz or give out popular gifts to generate followers. 4. GROW FOLLOWERS WITH AMAZON GIVEAWAYS Share your caring side with your fans and encourage them to help you support your charitable partnerships. 3. SHOW YOUR HUMANITY WITH AMAZON SMILE At the exact moment they’re hyped to buy, hit ‘em with a direct link to the Amazon Buy Box – POW. 2. LINK FROM NEWS FEED TO BUY BOX Give those satisfied customers with their outstanding reviews some public props with a “RIGHT BACK ATCHA”. 1. PROMOTE YOUR AMAZON FANS SOCIAL MEDIA & AMAZON Leverage your social media presence to sell more on Amazon
  12. 12. 12P a g e 1. Promote Your Amazon Fan Base on Social Media (with their permission) “It's nothing that subtle. You ring the bell so you can call attention to the bigshot who left a large tip. This encourages two things: 1) The bigshot gets the recognition he desires. 2) Wannabe bigshots are reminded that if they follow suit, you'll create the same racket for them.” Ring the pub’s big tipper bell for great reviewers “Thanks for the great review and photos, Jim. Glad we were able to put your DIY skills to work  Phenomenal job!” –Mantel Mount Give them a shout out and some props
  13. 13. 13P a g e 2. From News Feed to Buy Box Tubshroom’s Sponsored Video Ad Linking to their Amazon Product Listing
  14. 14. 14P a g e 2. From News Feed to Buy Box Tubshroom’s Sponsored Video Ad Linking to their Amazon Product Listing
  15. 15. 15P a g e 3. Promote Your Humanity: AmazonSmile “@godatafeed putting up trusses on house 94 with #habitatbroward #habitatforhumanity”
  16. 16. 16P a g e 3. Promote Your Humanity: AmazonSmile The AmazonSmile Foundation will donate 0.5% of the purchase price from your eligible AmazonSmile purchases. No Cost to Customers or Charitable Organizations Get your charitable organization registered on AmazonSmile. Also, works with Amazon Registries. Double benefit is you think of the NYC church that used an Amazon Registry to get supplies to Hurricane Sandy victims in 2012. Not Advertising for a Seller or Selling Products? Share your support or partnership with a cause or organization and get your fans to use AmazonSmile to generate donations. Select a Charitable Organization to Support
  17. 17. 17P a g e 4. Attract Attention, Shares, Links and Views http://bit.ly/gdf-amz-giveaway Brand owners can generate buzz for new products and increase brand awareness. All retailers can reward customers and increase loyalty – even if not giving away their own products. Amazon Sellers can create promotions for their own items in Seller Central and include them to offer entrants exclusive discounts - to losers, winners, or both! (New)
  18. 18. 18P a g e Choose a type between Sweepstakes, Random or Lucky Number Instant Win, or First-come, First- served. Set duration of up to 7 days. Add entry requirements to increase social media followers, viewers of your videos, or get answers to a poll. http://bit.ly/gdf-amz-giveaway 4. Attract Attention, Shares, Links and Views
  19. 19. 19P a g e If you or a participant shares the link on Twitter or any other public forum, anyone can discover your giveaway and participate. @amazongiveaway #AmazonGiveaway #win #giveaway http://bit.ly/gdf-amz-giveaway 4. Attract Attention, Shares, Links and Views
  20. 20. 20P a g e Learn More & Stay Connected @GoDataFeed Get more information and tips about optimizing and automating your sales on Amazon at http://www.godatafeed.com/blog/ @stevethefeedwizard @GoDataFeed @GoDataFeed http://www.godatafeed.com/ 150 S Pine Island Rd #530 Plantation, FL 33324 contact@godatafeed.com (866) 340 – 6619

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