This document summarizes key strategies for winning on Amazon as a seller. It discusses Amazon's history and importance, what matters most to Amazon (customer value, convenience and selection), Amazon shoppers' demographics, and how to align seller goals with Amazon's priorities. It provides tips on managing feedback, optimizing the buy box, and generating positive reviews ethically. The presentation emphasizes starting with customer service and using automated messages to request feedback from satisfied buyers.

1. Amazon
Winning the Game and
Being Famous on Amazon

2. Jeff Cohen
13+ Years
Experience in
e-Commerce
Former
Founder and
GM of
Textbooks.com
Executive
Team Member
of Seller Labs

3. Born From Amazon Sellers
Over 10,000
Amazon Sellers
Managed 2.3B on
Amazon Sales
Process 100K
Customer Orders /
Month

4. • History of the Internet
• Why Amazon Matters
• What Matters Most to
Amazon
• Align Your Goals with Amazon
Agenda

5. History of the
Internet

10. Why Amazon Matters!

11. “Almost a third of people looking to buy
something started on Amazon--that’s more than
twice the number who went straight to Google.”
http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

15. What Matters Most
to Amazon

16. “Start with the customer
and work backwards.”
Jeff Bezos

17. Pillars of Amazon
Value
Convenience
Selection

19. Amazon Shoppers
14M visitors per day
6.3 avg visits per month
305M active global customers

20. Average Income
47% earn over 75K
40% earn 25K-75K
13% earn under 25K

21. So What Matters
Most?

22. "We see our customers as
invited guests to a party,
and we are the hosts”

23. Align Your Goals

24. Why Feedback is Important
Social Proof Amazon Proof Trust Reputation

25. Three Goals Feedback
Customer Service
Seller Feedback
Product Reviews

26. Always Lead With Customer Service
Enhance the Customer Experience
Provide an Avenue for Conversation
Listen to Your Customers

27. Tactics for
Seller Feedback

28. Why The Buy Box Matters
• $82b of sales go through the Buy Box
• Responsible for 95% of seller revenues
• Rewards sellers for great customer service
• Sellers compete on their merits, not marketing

29. The Buy Box
Fundamentals
The Amazon Buy Box is
an algorithm that tries to
give the customer the
best possible value for
the money.

30. Two Impact Variables
Feedback Score and Feedback Count

31. ✓ You may request feedback from a buyer.
⃠ You many not offer pay or any incentive for providing
feedback.
✓ You may provide a link to your feedback page.
⃠ You may not offer a link to any page outside of the
Amazon ecosystem.
Do’s and Don’ts of Feedback Management

32. ✓ You may provide links back to your seller page on
Amazon.
⃠ You may not offer a link to a company webpage.
✓ You may communicate with your customer about their
order.
⃠ You may not contact them about your newsletter or
other specials.
Dos and Don’ts of Feedback Management

33. ✓ You may contact customers through the Amazon email
messaging system.
⃠ You may not contact them directly via phone or mail,
or ask for their direct email address.
Dos and Don’ts of Feedback Management

34. Always Be Testing
Timing
Subject Line
Logo and Name

35. I am moving from
Wholesale/RA to Private
Label

36. Amazon Search
The best place to hide a dead body is page 2 of
Amazon Search

37. What Amazon Says About Search
https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471
Search is the primary method customers use to locate products.
Views for a product detail page can increase significantly by adding
just one additional search term.
Price, availability, selection and sales history help determine where
products appear in search results.
Better-selling products tend to be at the beginning of a results list.
As your sales of a product increase, so does your placement.

38. Direct
Influence
• Title
• Keywords
• Bullets
• Images
• Price
• Fulfillment
• Description
• Inventory Levels

39. Indirect
Influence
Buyer Intent
Sales
Reviews

40. What Does Amazon Say About Reviews?
You may
request
reviews
from a buyer
Any attempt to
manipulate
reviews is
PROHIBITED

41. Things That Will Get You Into Trouble
You MAY NOT write reviews for products in which you have a
financial interest!
You MAY NOT ask a buyer to remove or edit negative reviews!
You MAY NOT only ask for positive reviews!
You MAY NOT provide compensation for a review other than a free
or discounted product!

42. Think Reviews Matter?

43. Creative Product Listings...

44. They Do!

45. Secrets To Sales
On Amazon

46. Generate Sales &
Satisfy Customers

47. Ask Your Current Buyers
Send a message at the
right time. Always start with
customer service. Then
focus your message to
your goals.
Automate the process
to reduce
administrative work.
Customers want a way to
communicate with you.
Provide that, make them
happy and ask for
feedback.

48. Want More?
www.SellerLabs.com/RMRC16

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