Marketplace Blueprint: Product Marketing Strategies for Amazon

Have you noticed a recent drop in sales you can't explain?

Amazon has recently changed its search algorithm to increase the importance of geo ranking for both SERP ranking and Buy Box percentage. If you have noticed a dip in sales and you cannot identify an apparent reason why geo ranking might be impacting your sales.

While the location of the buyer and the inventory has always been a part of Amazon's algorithm since Amazon rolled out one day, shipping, the importance of the location of the search query has increased. Amazon now looks at the ability to get an item delivered with one-day shipping for both SERP ranking and buy box rotation. This has caused a sub-section of Amazon sellers to have a sudden deceleration in their Amazon sales.

In this episode, Nate and Robyn share about what Geo Ranking is and how it could be affecting your sales on Amazon.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

What kind of insurance do you need to sell on Amazon?

Amazon requires $1,000,000 in Commercial General Liability insurance for all Pro-Merchants on the platform. However, in order to be protected from theft, fire, and even many accidents you will also need to make sure that you have the right type of insurance riders on your policy as well.

If you're selling products online or in brick and mortar, it's important that you have insurance, not only to protect your own assets and the health of your business but most importantly to protect your clients. In this episode, Ron Pitcher from Pitcher Insurance joins us and shares his insight from over 35 years of experience with liability and business insurance.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

Listing optimization is critical for conversion for your product on Amazon. Having a beautiful listing is no longer enough to get sales on Amazon. How do you test the individual components of your listings to maximize conversions?

In this episode, Eugene Levin of SEMrush shares about the importance of A/B testing your Amazon listing. This allows you to dial in each component of your listing to make sure that you are maximizing conversion. This, in turn, can lower your advertising costs.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

Today Suzanne Crettol of Seasoned Executive Search shares with us some of the considerations when trying to decide of hiring in-house staff to manage your Amazon presence.

Suzanne shares that one of the hardest tasks for many CEO's when bringing in their first marketing positions, can be letting go and trusting the skill set of your team. She also reminders organizations to think through the long term implications of bringing on someone full time or part-time and the effect this will have on the companies cash flow.

Utilizing a recruiter can allow you to find an expert that can help take you to the next level in your marketing efforts. For so many eCommerce oriented companies, Amazon can be one of the largest shares of sales. So bringing on an Amazon executive can allow you to maximize that channel while lowering your costs for advertising.

A recruiter like Suzanne can also help companies make sure that you have the right personality as well as a good fit to handle the technical requirements of a position.

In-House or Agency?

Suzanne shares that there are some wonderful advantages to hiring an agency instead of bringing an in-house strategy. Agencies have access to resources and scalability. In-house talent in the e-commerce space can be expensive. Sometimes utilizing an agency until you have the means of bringing in a full-time person is the right choice.

Does your company have the resources to not only support the salary of a truly qualified person but also the tools, workers compensation, and benefits required to bring in-house staff to handle your Amazon channel sales?

Suzanne also emphasizes the importance of being ready with the correct onboarding to keep your new hire engaged in their new position.

Tips for Those Looking For In-House Positions

In the second half of this interview, Suzanne shares some tips for those who might be looking to move to an in-house position. Suzanne mentions that having your own business in the past can be a red flag for executive recruiters. Companies may have concerns about someone who has run their own business as a potential new employee. You need to be sure to put to rest any concerns about your ability to fold into a company that has its own culture and sets of systems.

She highlights that this red flag can be overcome through diligent self-awareness. As you approach this new position, you want to make sure you highlight the experience and benefits you can bring to the table from your experience owning your own company.

Suzanne also recommends that individuals looking to move into an in-house position eventually can start with consulting. It is also crucial for you to be aware of the reasons that your previous position did not work out and address that head-on.

In-House Training

As a reminder, we can help with in house training of your existing or new staff to help you handle the Amazon platform. Schedule a call with us for more information.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

Having trouble getting your changes to go through on Amazon?

Making changes to product detail pages seems like it should be an easy process. However, depending on the history of an ASIN and if it was created on Vendor Central or Seller Central sometimes it can be difficult getting changes to process on product detail pages for Amazon. In this episode, Nate and Robyn discuss some of the common pitfalls that can cause changes to not be processed correctly on Amazon.

Are You Using Flat Files?

Many times people attempting to make changes to a listing on Amazon will try to do so through the interface on Amazon. While it is easier to access the data via Seller Central, we find that oftentimes that listing changes made through the interface take additional tickets and can take a significantly larger amount of effort to get changes made. We recommend that whenever possible you use flat files to upload changes to your Amazon product detail pages. A flat file is just another way to say that you make your changes via upload with an Excel sheet or CSV document. You have to download a template from the specific product category for the listings you are looking to create or update. We have a walkthrough of how to create flat files in our Amazon Listing Support Facebook Group. We have found that ASIN changes made with a flat-file are more likely to "stick" without having to submit additional tickets. When a ticket to Seller Support is needed the knowledge level of the representatives that handle the flat-file uploads seems to be more skilled at helping walk you through what needs to happen to make listing changes.

Is Brand Registry the reason your changes aren't being made?

One of the benefits of Brand Registry for brands is that it is supposed to lock down the content of a listing to prevent third-party sellers from making changes to the listing. In the podcast, we give some tips, like potentially sending a prepared flat file to the brand owner if you are a reseller to assist you in making those changes. We have found that if there is significant evidence a listing is incorrect it is still possible to get Seller Support to help you in making changes to product detail pages.

Other Potential Issues- ASIN Authority and Retail Contributions

In the recording, Nate and Robyn also outline some other common issues such as ASIN authority and retail contributions. When working with clients retail contributions can slow down the timeline for listing optimization significantly. Retail contributions are when the listing was created or edited on the Vendor Central platform. If this was the case for your listing and you still have access to Vendor Central we recommend that you make your listing changes in Vendor Central, even if you are planning to sell your inventory on Seller Central. If you are a hybrid seller (selling on both Seller Central and Vendor Central) we recommend that you create new SKUs you intend to sell on Seller Central on the Seller Central platform to make sure you are easily about to edit those listings going forward.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

Amazon announced 10 new states they will be automatically collecting sales tax

As of October 1st Amazon will be automatically collecting and remitting sales tax in 10 additional states. This has left many Amazon retailers confused on how this will affect them going forward. In this episode, Peter Mantell of Ampersand Accounting shares some general recommendations for retailers as they adjust to this new development for some states with large sales tax implications for Amazon sellers. Note: Nothing in this episode should be taken as specific tax or legal advice. Contact your licensed professional to identify the next best steps for your state. The purpose of this podcast is solely that you have the information to work with tax and legal professionals for your company.

Do I still need to file in states Amazon is collecting sales tax?

The answer to that question is really, it depends. Some states still want sellers to remit a filing, even if Amazon is collecting and remit the actual tax. Some states, like Texas, have said that since they don't feel selling on Amazon creates a nexus for retailers they are allowing sellers to de-register. If you are continuing to file in that state you would simply mark your Amazon sales as exempted sales.

What types of sellers on Amazon need to think about sales tax compliance?

Not all products being sold on Amazon will put the seller at a potential sales tax liability. On platforms and programs that Amazon is the seller of record (Vendor Central, KDP, etc) those vendors do not have any potential sales tax liability from those Amazon sales. If you are the seller of record, then you should talk with a SALT tax professional to discuss potential sales liability. Overall: No potential sales tax liability: Vendor Central, Sold By Amazon, Kindle/CreateSpace Potential sales tax liability: Seller Central (with the exception of Sold By Amazon)

Other Areas Discussed

We also discussed considerations before going to register with the remaining states that Amazon is not currently collecting, California back taxes, and economic vs physical nexus.

Amazon's Actual Announcement

Amazon's announcement around this happened on Seller Central. Here is an excerpt of that announcement:

Tax collection for orders shipped to the states of AZ, CA, CO, ME, MD, MA, NV, ND, TX, UT - Effective October 1, 2019

Based on changes to Arizona, California, Colorado, Maine, Maryland, Massachusetts, Nevada, North Dakota, Texas, and Utah State tax laws, Amazon will begin calculating, collecting, and remitting sales and use tax for all orders shipped to customers in these states on October 1, 2019. Your existing tax calculation settings, order details, and payments reporting will update automatically to reflect this change. Changes to your tax settings or seller account are not required based on the state law changes. However, you may consider working with your tax advisor to determine if your business has any other ongoing tax remittance or reporting obligations. Answers to common questions are available in the Marketplace Tax Collection FAQ. Which States Is Amazon Collecting and Remitting for As of October 1st, 2019 State Effective Date State Resource Arizona October 1, 2019 Link California October 1, 2019 Link Colorado* October 1, 2019 Link Maine October 1, 2019 Link Maryland October 1, 2019 Link Massachusetts October 1, 2019 Link Nevada October 1, 2019 Link North Dakota October 1, 2019 Link Texas October 1, 2019 Link Utah October 1, 2019 Link Ohio September 1, 2019 Link Arkansas July 1, 2019 Link Indiana July 1, 2019 Link Kentucky July 1, 2019 Link New Mexico July 1, 2019 Link Rhode Island July 1, 2019 Link Virginia July 1, 2019 Link West Virginia July 1, 2019 Link Wyoming July 1, 2019 Link Vermont June 6, 2019 Link Idaho June 1, 2019 Link New York June 1, 2019 Link South Carolina April 29, 2019 Link Nebraska April 1, 2019 Link District of Columbia April 1, 2019 Link South Dakota March 1, 2019 LinkCertificate of Collection Alabama January 1, 2019 Link Iowa January 1, 2019 Link Connecticut December 1, 2018 Link New Jersey November 1, 2018 Link Minnesota October 1, 2018 Link Oklahoma July 1, 2018 Link Pennsylvania April 1, 2018 Link Washington January 1, 2018 Link

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

How do you build brand affinity, awareness, and sales a brand owner or manufacturer?

It is possible to build a brand with national recognition utilizing the Amazon platform. Jeff Cohen of SellerLabs shares how he has seen brands build brand awareness and gain market share from much larger competitors by leveraging the power of Amazon. One aspect that makes Amazon unique that you are able to compete on a level playing field with brands that are much more established. As Amazon has been focusing more and more on brands they have added access to many tools that can help brands both young and established to find new customers. If you are bringing a new item to market on Amazon it is vital that you are aware of the current methodologies and tools that are available to you. In this episode, we share examples of brands that have captured a large volume of sales on Amazon and some of the tactics they used to attain those sales.

Brand Loyalty Had Changed

It used to be that brand name products conveyed affluence. In the last decades, more and more consumers have started to be open to purchasing generic and private label products. Since Amazon has created such a high level of trust with customers, private label brands have an assumed level of authority for many customers. For brands to be successful need to put their products where the traffic is and in a way that is attractive to their target customer.

Getting Launched On Amazon

We also share about how to launch strategies are different for a small brand with no brand name search volume or awareness vs how a brand with an existing level of brand awareness would launch their new products on Amazon. While a few years ago Amazon was an "if you build it they will come," platform. However, as competition has gotten more intense a launch in the current atmosphere on the Amazon platform is going to rely on advertising, discounts, and rallying your existing audience.

Being Retail Ready

Being retail-ready on Amazon means making sure your content for your listing is optimized, not only to make sure you are indexing for as many keywords as possible but also to be appealing to your target avatar. After content, your images are crucial for making sure that your customers can see that your product exactly what they are looking for. We also discussed the importance of reviews and some strategies around reviews on Amazon.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

Chris McCabe of EcommerceChris.com is an expert in working with sellers and brands in the area of account and ASIN reinstatement. In this episode, we talk about what Amazon is looking for in your POA (Plan of Action) when your account is suspended. Here is some vocabulary to help you follow along with the show:

Account Suspension

When Amazon suspended the entire account from selling. This usually means they are holding your funds until the issue is resolved. While you can appeal your suspension, you only have so many chances to get an acceptable POA in place.

ASIN Suspension

When Amazon restricts the sale of just one product detail page. The page may be suppressed from the site or you might be restricted from selling the product while other sellers continue to make sales on that ASIN.

Plan of Action-

This is the format of appeal for Amazon. It generally involves you taking responsibility for a root cause of the symptom you were suspended for and actions to make sure that issue is permanently resolved. You plan of action should match the root cause of the suspension. The most important part of drafting your POA for an Amazon account suspension is being really clear on the root cause, not just the symptom that triggered the account review. Chris also talks specifically about some of the potential root causes for suspensions due to "used sold as new" which generally comes from packaging issues. Authenticity complaints can be similar. It doesn't always mean that your product was considered counterfeit, it could be that the packaging wasn't the same, inconsistency in product quality, or items that were repackaged with Amazon. We also talk about the lack of change after Amazon implemented the new 30-day warning policy for Amazon Account Suspension. Chris predicts increased requirements for proof of insurance and safety certifications as a result of the many articles on unsafe products on Amazon.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

The Sponsored Display Program (beta) was recently rolled out by Amazon. While the program had been available before on a limited basis, the new expanded beta opens the program up to a much wider group of sellers on the Amazon platform. This program allows advertisers to retarget based off of audiences and products with product display ads. In this episode, Nate Johnson and Robyn share about some of the program details and considerations for using the Sponsored Display Program. This new beta is available to those utilizing the Advertising Console (formerly AMS) as a Vendor Central user and to professional, brand registered sellers on the Seller Central platform. At the time of this recording, there is considerably more functionality on the Vendor Central side of this beta program, so if you are a hybrid seller we recommend you test the program from the Advertising Console. Creative for Sponsored Display on Seller Central is generated by Amazon as well as the audience selection. Sponsored Display Ads could be a great option for products that are new to the market, building awareness, or have a long sales cycle. Overall, we are excited at the capability to retarget customers on and off Amazon who have visited product detail pages. We are just beginning to test this program with a few of our clients and look to expand on this episode in the future.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.

In this episode, Eddie Levine of HubDub and Wholesale Breakthrough shares with us about the savings small to mediums sized companies can rack up when they move to LTL and FTL shipments. While using small parcel shipments with Amazon can give you a much lower rate than shipping products independently. However, if you have the volume, moving to LTL (Less Than Truckload) or FTL (Full Truck Load) can allow you to save a very significant amount in the cost of shipping your goods to Amazon. Eddie shares some examples of when it is worthwhile to move to LTL or FTL shipments. He also shares some common pitfalls when it comes to LTL and FTL shipments to Amazon. Especially as dimensional rate shipping and the removal of FedEx as an option for shipping for Amazon more sellers have been looking at moving to alternate shipping methods for their goods being sold via Amazon's FBA program. Amazon lays out all of the requirements for palletized shipments to Amazon. On that same page, they have a very helpful video on how to build a pallet.

Looking for support, training, or someone to handle your Amazon channel sales for you? Contact us at MarketplaceBlueprint.com for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central.

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.