3. MISTAKE #1: OVERLOOKING FULFILLMENT OPTIONS
With the barrier to entry being low, many sellers overlook Fulfillment By
Amazon, thinking of it as a process that may require too many tedious tasks
and prerequisites. Sellers fear additional fees, shipping to a middle-man,
not physically sending the products off, and a large list of other unknowns.
What it comes down to is a lack of information, or the drive to obtain it. If
you want to be successful in your Amazon marketing, you need to research
and consider all options.
The issue: You could be squandering an opportunity to increase earnings
and even save some time.
The solution: Ask what works best for you. Read through your options fully
and consider them before making the final call. Even if you are doing well
fulfilling your own merchandise, you will need to consider other fulfillment
options. This is the only way to choose a strategy that best suits your
business, time, and product demand.
Fulfillment Options
4. MISTAKE #2: SLOW RESPONSES
If you are not responding to your customers' questions and inquiries in a
timely manner, it can have serious consequences for your account health.
Keep in mind that any questions they have need to be answered in less
than 24 hrs. This is equally true for weekend shoppers. Shoppers don't want
to wait until the next business day to hear back from you.
The issue: Not responding q discourage potential customers and miss an
opportunity to establish trust and rapport, which can lead to loyal and
long-term customers. This can also result in low CRT (contact response time)
scores from Amazon.
The solution: Ensure that customer service emails are reviewed over the
weekend. This can be as simple as using Amazon's seller app with message
notifications. This is a solution that takes little effort, but can have a major
impact on your customers.
Buyer Communication
5. MISTAKE #3: ALLOWING
INCORRECTLY SUBMITTED
FEEDBACK
There is a system in place for a reason.
Unfortunately, it is not always easy for each and
every individual to fully understand all of the
mechanisms of this system. That is why some
customers may misunderstand the purpose of
seller feedback, and use this form to submit
feedback or review for the product itself. If this
happens to your seller feedback, don't let it slide.
You can correct this.
The issue: Allowing unwarranted product reviews
and comments into your seller feedback form
may cause confusion or a negative vibe for
other customers.
The solution: You can have misplaced reviews
scrubbed from the feedback section. To do this,
you must contact Amazon Seller Support and
explain the situation. They can also consider
removing feedback that contains full product
reviews, profane language, or if the feedback is
intended for Amazon itself and not the seller.
Negative
Feedback
6. MISTAKE #4: LOSING TRACK OF ODR
Amazon monitors a metric for marketplace performance, negative
feedback, A-to-z Guarantee claims, and chargebacks. It is called the ODR,
or Order Defect Rate. It is best to hit an ODR of 1% or less. This is why you
should monitor it so closely. Out of sight, out of mind. If you don't check it
regularly, it could easily slip over the mark.
The issue: Higher ODR can damage your presence as a strong seller.
Accounts with a higher ODR may even be at risk for suspension or
termination. Amazon could possibly withhold payments in order to process
potential refunds. Letting this number slip will also result in the loss of the
coveted “Buy Box" position for your product.
The solution: Review your Amazon Seller Dashboard and analyze your
performance. Catch issues early, and try to identify any recurring issues.
Order Defect Rate
7. MISTAKE #5: NOT TRACKING
PERFORMANCE
Sellers can get very busy. You're managing a
company, products, shipping, and marketing
too. But, don't forget to check in and see how
you're doing. Holding yourself accountable for
performance gives you the perspective to make
better business decisions and develop sales
strategy.
The issue: You have enough to keep track of as it
is, so missing the opportunity to identify potential
issues and areas for improvement will just give
you more of a headache. Making this mistake
leaves no room for brand development or
growth.
The solution: Check out 3rd party software such
as seller labs or channel adviser to check the
numbers, look at the data, and fully understand
your position as a seller. This allows you to
develop strategies and business plans to
progress your performance.
Not Tracking
Performance
8. MISTAKE #6: MISSING OUT ON SEO
If you have a popular product that just isn't
getting the clicks it deserves, then there has to
be an issue with your search terms. In order to
receive the clicks, the product info needs to
make good use of relevant phrases and
keywords. If this isn't done, customers won't find
your product, won't find your store, and can't
make purchases with you.
The issue: A lack of optimization and relevant
keywords and phrases will cause a drop in sales,
even for more popular high-demand items.
The solution: Take the time to research high
demand phrases and terms relating to your
product. This will increase the visibility of your
product and page. Just think about things from
the customer perspective! What would you type
in if you wanted to find a product like yours? If
you have already done this, and the results are
still slim, try rethinking the terms you have now.
Unoptimized
Listings
9. MISTAKE #7: IGNORING AMAZON'S MARKETING
POTENTIAL
Amazon can be a major channel for digital marketing. You may be getting
a lot of sales just the way you are, but if you haven't tried any of the other
tools that Amazon has to offer, then consider it a missed opportunity.
The issue: When it comes to e-commerce, the product listing and storefront
are not your only avenues to increase visibility. Competition is plentiful in a
marketplace like this, so you need to define your brand and product.
The solution: Check into Amazon sponsored product options and various
Amazon marketing forums to see what other tools fit your brand. Even if you
are doing well, increasing your visibility can multiply your success ten-fold.
Not Maximizing Your Sales
10. Need Some FBA
Help?
Fulfillment by Amazon (FBA) can greatly improve
your sales volume and brand exposure. If you are
an FBA seller, we provide targeted promotional
launch services to help you take advantage of
Amazon's massive traffic,skyrocketing your product
to the top of the best sellers list.
From optimizing your listing and product
photography, to product review acquisition, to
increasing your customer feedback score, BSR
Marketing provides a 360-degree suite of launch
services.
Have multiple products or want to learn more? Visit
BSR Marketing to get in touch with us for a
Free Evaluation of Your Marketing Performance.
Let's Get Started!
