Amazon is undergoing constant change, and like its main competitors it is placing a greater emphasis on customer experience. Regular shifts in algorithms can mean that sellers aren’t always prepared and don’t adapt their sales strategy accordingly, which in turn can leave them struggling to keep up with their competition.
However, by taking a creative approach to reviews and applying some vital steps to your sales strategy, you can create superior products and outshine your rivals. Here are our five tips that every professional seller should consider introducing to boost their sales success.
(1) Learn from Amazon reviews
Reviews are a mine of information for brand development. By studying the reviews left for your rivals, you’ll find out a number of qualitative actions including, what buyers like about a product and most importantly what they don’t like. You can then use that information to develop a superior product that addresses common customer complaints and outshines that of your rivals.
Even the slightest tweak could give you an advantage and provide an opportunity to differentiate yourself from other brands.
(2) Develop your brand on Amazon
In the past, Amazon has not always been viewed as a natural home for brands, but this has changed.
As Seller Labs put it, “Products don’t sell. Brands do”. And according to Seller Lab, most shoppers visit Amazon to discover new brands.
And while some do object to Amazon’s dominance, there are major advantages in creating and selling a brand on the Amazon platform including:
- You can launch your brand to a captive audience.
- You can set up a number of business models including Subscribe & Save.
- You can target niche customers for increased brand loyalty and consumer trust.
- You can launch new products to already satisfied customers and test this out before launching across other e-Commerce platforms.
Nevertheless, it makes sense to set up a platform away from Amazon, too. Establishing a separate site when you have an already successful business can have multiple advantages, including:
- · You’ll have some independence. It doesn’t make sense to put all your eggs in one basket. Should your Amazon account be suspended, your loyal customers will know where to find you.
- · A separate domain increases organic traffic. Organic traffic means higher Amazon rankings and improved sales.
- · A website gives your brand more credibility. Some customers are likely to go online to find out more about a brand, so you need to cater for them.
(3) Optimising Images
Image optimisation might not be the first thing on a seller’s mind. However, image really is everything when it comes to making sales.
· Optimising your images by photographing items from every angle, and always use a clear, uncluttered background.
· Keep updating your images and testing them. It’s not enough to just upload photographs. Monitor your listings and make sure your pictures are doing their share of the selling. Test your different images by swapping the order around to see which gains the most traction.
· And one final tip that some sellers are prone to forget: if you’re selling a nutritional or body care product, use images of the ingredients list so would-be customers can read them clearly. This will reduce the amount of customer questions and can potentially lower your return rate.
(4) Think about what makes your brand different and shout about it
Hundreds of thousands of brands sell on Amazon. No matter how unique you might think your brand or product is, they’ll be plenty of others who will be doing something similar. Even a small difference can help your brand stand out in a crowded marketplace.
However minor it is, product differentiation can make it easier to target customers, offer greater value and find your niche audience; all these factors contribute to customer loyalty over time and keep consumers coming back for more.
If you’re not sure how to identify the main differences of your brand, then asking yourself what makes your product better will help you narrow this down. If you’ve read the first tip about using Amazon reviews, you’ll already have a good idea of what customers feel are lacking in other brands’ products, and you can use this information to your advantage.
(5) Keep moving forward
With new brands launching on Amazon and altering algorithms, there isn’t time to stand still.
Keep monitoring reviews and tweaking your products so they’re the best they can be, and when you do make mistakes, learn from them.
Be competitive where you can, offer Prime postage if it’s feasible and always address and learn from feedback. Do whatever it takes to keep a customer satisfied and be quick to adapt to any changes Amazon introduce.
Brands that master the essential elements like combining value with consistently positive reviews and fast/free shipping could soon find that they’re viewed favourably by Amazon. For instance, your product could earn an Amazon Choice badge, which can significantly boost sales.
Or you might even capture the imagination of those higher up the Amazon chain and be asked to develop specific products for them.
With such a crowded marketplace, new and established brands cannot afford to stand still, and they need to find whatever advantage they can if they are to keep progressing.
The ability to adapt your strategy, respond to feedback and develop products that improve on your competitors’ offerings are just some of the aspects that can give your business the edge it needs to outperform the rest.