Marketplace Blueprint: Product Marketing Strategies for Amazon

In this episode, Robyn and Nate share some fundamentals for listing launches on Amazon. We start by talking a little more about retail readiness and reviews. Then we share a little about how we use coupons or other discount programs available through Amazon to increase initial conversions from paid traffic to allow a product to start to rank organically. When launching a listing it isn't enough to just be optimized for search. Since on Amazon, sales beget sales you need to jump-start your listing with initial sales with advertising and strategic discounts. Once you have your discount set up you can then drive additional relevant traffic with well-optimized advertising. We also share some basics for setting up your ads including the importance of campaign structure.

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.

Optimization for Amazon is more than just optimizing the structured data like title, bullets, and back end keywords. While indexing for a larger number of keywords helps to drive qualified traffic, that alone isn't enough to generate conversions on Amazon. We also have to make sure that the traffic we bring to our listing with highly relevant keywords has all of the information needed to actually make a purchase. There are several areas on your listings that are not as important for indexing but are still important for your search ranking because it helps with conversion rates. In this episode, Robyn shares about other areas that can affect retail readiness including fulfillment, special programs, and pricing. Some of the special programs Robyn shares about programs like the Early Reviewer Program, Seller Fulfilled Prime, Subscribe and Save, and Amazon Business. Robyn also talks about the importance of addressing customer questions and positive and negative product reviews in. your bullets and images. Since the recording of the episode Amazon announced another fulfillment program called Sold By Amazon that could work for companies that need to sell on Seller Central, but don't want to be the seller of record on Amazon because of potential tax implications. Robyn recommended Feedback Genius for soliciting product reviews within the community guidelines for reviews on Amazon. The report referenced in the podcast can be found at Seller Central, Reports, Business Reports, Sales and Traffic Detail by Child. This is where you can see page views, sessions, and unit session percentage. This is what we look at to determine conversion rates for your product detail page.

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, Robyn shares the foundation pieces of creating a listing that sells on Amazon. This includes going through the areas that indexed for organic search on Amazon. We see so many sellers that only think about their title, bullets, and images. While that used to be enough to just optimize your title and bullets, now you need to maximize all of the available structured data for your listing. We give you some recommendation for the title, bullets, and maximizing the number of characters in the backend search terms. As you are creating your listings you want to make sure that your copy and bullets are removing any barriers that could stop a customer from their purchase. We also want to make sure you are using the language and focusing on the language we see in the customer questions and product reviews. Remember, listing creation isn't a "set it and forget it" activity. You want to review your listing after you have the advertising data from Sponsored Products and/or Sponsored Brands you want to look at the search terms that are converting and optimizing your content around those keywords that are bringing in consistent buyers. If you are looking for more optimization fundamentals we recommend that you review the article that Robyn wrote recently for Search Engine Journal called An Advanced SEO Guide to Top Rankings 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 can you expect from this podcast? There are so many podcasts out there about eCommerce, and even specifically about Amazon. Why should you listen to this one? Robyn Johnson is known for sharing actionable, no-fluff advice for marketing your product online. Having spent the last 8+ years focused on Amazon she understands the many different ways that people sell and profit on Amazon. In each episode, you will get actionable items to increase your sales and profitability on Amazon with tips for both Seller Central and Vendor Central sellers. In this episode, Robyn starts off sharing a little about her history of selling on Amazon. To get an insight into Robyn's ability to provide actionable topics for Amazon sellers you can also see her posts as a contributor for Search Engine Journal.

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.