Introduction
This is the second in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. This blog post discusses the creation of high-converting Product Detail Pages.
Part 2 – Creating Amazon Product Detail Pages
Optimized and comprehensive product detail pages are a key to your success as a seller on Amazon. Let’s take a look at some of the more important elements that will impact the customer experience and remember to always follow Amazon’s best Practice for creating product detail pages.
Product Title
The product title plays an important role in helping Amazon guide consumers to your product page. Essentially, it makes the connection between what users are searching for and what you are selling. For this reason, keyword research will play a big part in coming up with the right title for your product page or pages.
Ratings or Reviews
The number of ratings or reviews will show up just under your Brand name which falls directly below the title. While the number of ratings is important, it is also crucial to maintain a high level of good reviews and comments. Amazon will tell you that you should have a rating level of at least 3 stars but anything under 4 stars and higher is facing an uphill battle when it comes to growing the brand. Generating these reviews is one of the hardest things a new or even existing brand faces on Amazon. There are ways to do so legitimately such as Vine programs which we’ll discuss in the upcoming post on Amazon marketing but a word of caution, Amazon closely monitors ratings and sellers that try to generate false reviews are quickly suspended from the platform.
Product Pricing
Competitive pricing research will be an important aspect of your product presentation. While your product certainly does not have to be the least expensive in your category, you still want to make sure that you don’t price yourself out of the market no matter how good your product is compared to the competition. If you are a major brand, consumers are less focused on the price point and more so on the brand name and reputation. However, if you are one of many unknown or lesser known brands in your vertical, competitive pricing is one way to build your sales and corresponding ratings which will allow you to gradually increase your price point. Combining attractive pricing with free shipping and Prime offers helps to further advance a successful Amazon strategy.
Prime Offers
In the October, 2022 report from Stastita seen below – ‘Prime and non-Prime members’ perception of Amazon and selected services worldwide in 2022’ (https://www.statista.com/statistics/1274977/prime-vs-non-prime-perception-on-amazon/) – the chart shows the clear benefits of making your products available through Prime.
Prime eligible products are fulfilled through Amazon FBA so a review of your logistical capabilities will be necessary in order to determine if you think Prime can benefit your brand. But if you’re looking to make a competitive statement, then Prime is most likely the way to go.
Product Page Images
Amazon will show the first 7 images you load to your product pages (or 6 plus a video link). Investing in high quality photography is extremely important as it gives consumers a clear look at your products. Amazon is also aggressively pushing video content so video is highly recommended as your 7th placeholder in the image area of the product page. Remember, potential customers will look at images and visuals before they read content so if your images are poor or pixelated, you are likely to lose customers before they even begin to learn about your product.
Bullet Points or Features
The bullet points on your product page provide customers with in depth details about your product including features, benefits, advantages and unique selling points. This is where you can help the consumer make an informed buying decision.
The Buy Box
Winning the Buy Box is extremely important as more than 83% of sales are made through the Buy Box. Winning the Buy Box means that customers are adding your product to their cart. In order to be eligible for the Buy Box, there are a number of factors that Amazon takes into account; you must have a professional seller account combined with a strong account health rating, competitive pricing, and good performance metrics.
Takeaways
Creating high-converting Product Detail pages requires a lot of attention to a number of different features as highlighters above. A+ content, optimizing existing listings, adding variations to products, uploading images, sponsored products, ‘frequently bought together’ highlights, and a host of other elements will also come into play as you build your product pages. Combine these with strong account performance and you will quickly see results from your pages.
Daily Minute Master Series – November 18, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
New Report Looks at How Teens Use Social Apps, and Their Overall Connective Benefits
For the full article click here
TikTok Seeks to Address Data Security Concerns, as FBI Calls for Full Ban of the App
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Snapchat Launches New Features to Celebrate the 2022 World Cup
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Meta Launches Campaign To Support Small Business Shopping
Meta is announcing new resources to support small businesses throughout the holiday season.
For the full article click here
Evidence of New Twitter Features Leaked By Security Researcher
Security researcher leaks details of end-to-end DM encryption and anti-cyberstalking measures possibly coming to Twitter.
For the full article click here
Elon Musk’s Twitter Takeover: A Timeline Of Events
A timeline of events leading up to, and following, Elon Musk’s takeover of Twitter.
For the full article click here
Building Your Amazon Business – Part 2
/by Stephen PadveenIntroduction
This is the second in a series of blog posts that will cover some of the key elements when it comes to building your Amazon business. In the first post, we talked about some of the key elements when it comes to establishing your presence on Amazon. This blog post discusses the creation of high-converting Product Detail Pages.
Part 2 – Creating Amazon Product Detail Pages
Optimized and comprehensive product detail pages are a key to your success as a seller on Amazon. Let’s take a look at some of the more important elements that will impact the customer experience and remember to always follow Amazon’s best Practice for creating product detail pages.
Product Title
The product title plays an important role in helping Amazon guide consumers to your product page. Essentially, it makes the connection between what users are searching for and what you are selling. For this reason, keyword research will play a big part in coming up with the right title for your product page or pages.
Ratings or Reviews
The number of ratings or reviews will show up just under your Brand name which falls directly below the title. While the number of ratings is important, it is also crucial to maintain a high level of good reviews and comments. Amazon will tell you that you should have a rating level of at least 3 stars but anything under 4 stars and higher is facing an uphill battle when it comes to growing the brand. Generating these reviews is one of the hardest things a new or even existing brand faces on Amazon. There are ways to do so legitimately such as Vine programs which we’ll discuss in the upcoming post on Amazon marketing but a word of caution, Amazon closely monitors ratings and sellers that try to generate false reviews are quickly suspended from the platform.
Product Pricing
Competitive pricing research will be an important aspect of your product presentation. While your product certainly does not have to be the least expensive in your category, you still want to make sure that you don’t price yourself out of the market no matter how good your product is compared to the competition. If you are a major brand, consumers are less focused on the price point and more so on the brand name and reputation. However, if you are one of many unknown or lesser known brands in your vertical, competitive pricing is one way to build your sales and corresponding ratings which will allow you to gradually increase your price point. Combining attractive pricing with free shipping and Prime offers helps to further advance a successful Amazon strategy.
Prime Offers
In the October, 2022 report from Stastita seen below – ‘Prime and non-Prime members’ perception of Amazon and selected services worldwide in 2022’ (https://www.statista.com/statistics/1274977/prime-vs-non-prime-perception-on-amazon/) – the chart shows the clear benefits of making your products available through Prime.
Prime eligible products are fulfilled through Amazon FBA so a review of your logistical capabilities will be necessary in order to determine if you think Prime can benefit your brand. But if you’re looking to make a competitive statement, then Prime is most likely the way to go.
Product Page Images
Amazon will show the first 7 images you load to your product pages (or 6 plus a video link). Investing in high quality photography is extremely important as it gives consumers a clear look at your products. Amazon is also aggressively pushing video content so video is highly recommended as your 7th placeholder in the image area of the product page. Remember, potential customers will look at images and visuals before they read content so if your images are poor or pixelated, you are likely to lose customers before they even begin to learn about your product.
Bullet Points or Features
The bullet points on your product page provide customers with in depth details about your product including features, benefits, advantages and unique selling points. This is where you can help the consumer make an informed buying decision.
The Buy Box
Winning the Buy Box is extremely important as more than 83% of sales are made through the Buy Box. Winning the Buy Box means that customers are adding your product to their cart. In order to be eligible for the Buy Box, there are a number of factors that Amazon takes into account; you must have a professional seller account combined with a strong account health rating, competitive pricing, and good performance metrics.
Takeaways
Creating high-converting Product Detail pages requires a lot of attention to a number of different features as highlighters above. A+ content, optimizing existing listings, adding variations to products, uploading images, sponsored products, ‘frequently bought together’ highlights, and a host of other elements will also come into play as you build your product pages. Combine these with strong account performance and you will quickly see results from your pages.
Daily Minute Master Series – November 17, 2022
/by Corey PadveenThe Marketing Rundown
Subscribe to t2’s Newsletter, ‘The Marketing Rundown’ and Stay Up-to-Date
Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
LinkedIn Publishes New Overview of its Range of Ad Tools and Options
For the full article click here
Elon Says Revised $8 Twitter Blue ‘Verification’ Program Will Resume on November 29th
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TikTok Announces its 2022 ‘Discover List’ of Top Creators and Innovators in the App
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Meta Launches New Sports Experience in VR Which Could Help to Spark Interest in the Metaverse
Meta has announced the launch of XTADIUM on Meta Quest, which will enable Meta VR users to experience sports in a more immersive, engaging way.
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TikTok Provides Guidance and Ad Credits to SMBs for Small Business Saturday
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Google Search Console: Is It A Ranking Factor?
Using Google Search Console certainly gives marketers an upper hand by helping them understand site performance and identify issues. But can it influence search results?
For the full article click here
Daily Minute Master Series – November 16, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
TikTok Launches First In-App Shops in the US as Part of Expanded eCommerce Push
For the full article click here
5 Twitter Updates that Elon Musk Should Consider to Maximize Revenue at the App
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Google Settles Location-Tracking Case For $391.5 Million
Search engine giant agrees to settlement with 40 states over how users’ locations were tracked.
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Experts Predict Twitter Outage & Advise Downloading Your Data
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For the full article click here
Tips For Bidding On Holiday Season Trending Keywords
With the holidays season nearly upon us, this article is designed to give you some tips and tricks for bidding on seasonal trending keywords.
For the full article click here
TikTok Offers New Resources & Ad Credits For Small Businesses
TikTok offers eligible small businesses $100 in ad credits to entice them into advertising on the platform.
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Building Your Amazon Business – Part 1
/by Stephen PadveenIntroduction
This series of blog posts will cover some of the key elements when it comes to building your Amazon business. Whether you are an Amazon startup or an established seller on the Vendor or Seller channels, this series will help you better understand the steps to take and maintain in order to operate successfully in the Amazon ecosystem. These posts assume that you are a brand owner or license holder as opposed to a third-party product reseller although many of the issues discussed apply to all Amazon sellers.
Part 1 – Establishing Your Presence on Amazon
For Amazon newbies as well as established sellers, this first series of items should be reviewed or revisited as part of your ongoing store oversight and management.
There may be other considerations you will need to focus on but this set of blog posts is intended to concentrate on the areas that our experience shows as most crucial to your Amazon success.
Store Design & Build
Before you can start selling on Amazon, you’ll need to create an account with Vendor Central or Seller Central depending upon which channel you are using (you can visit Amazon to learn more about the differences between these two channels but you will likely be selling through the Seller portal). While the actual look and design of the store is important, mapping the customer journey is paramount to your success as it allows customers to quickly find what they are looking for. Any design elements that impede the path to conversion, no matter how nice they may be, are working against the user experience. It’s also extremely important that your store design follow Amazon best practices and is optimized for mobile and tablets so that customers can easily find what they’re looking for on their mobile device. Amazon offers a number of recommendations for optimal image size as part of the onboarding process.
Brand Registry & Approval
If your brand is trademarked, you will definitely want to subscribe to Brand Registry. There are numerous benefits in doing so including brand protection, an increase in product sales, better reporting options, and more. Plus, it provides credibility for your brand on Amazon by letting customers know that whenever they make a purchase from your company on Amazon, they’re getting authentic products from an approved seller.
Warehouse Capabilities
To be able to sell via Vendor Central or Seller Central, you’ll need to have a warehouse facility where products can be stored and shipped out when needed. As a seller, you can use the Amazon platform to market and sell your products as well as manage inventory and fulfill orders on behalf of customers. You can choose to use FBA (Fulfilled by Amazon) or sell your products directly from your own warehouse.
FBM or FBA
Once you have a clear understanding of your logistical capabilities, you will be able to decide if you want to fulfill your orders via FBM (Fulfilled by Merchant) or FBA (Fulfilled by Amazon). FBA offers a number of advantages such as prime listings and Amazon managed customer service. FBM is better suited to operations that have a complete internal structure which can ensure on time deliveries and a fully managed back end of the Amazon platform. Keep in mind that FBM logistics involve much more than simply fulfilling and shipping orders and generally require a strong understanding of the Amazon back end. You’ll also want to do a cost analysis to determine which option is best for you. Amazon provides tools to do this and you can also run your own spreadsheet numbers.
Coming Up Next
In our next post, we’ll look at creating product detail pages that ensure optimal customer experience and follow Amazon best practices.
Daily Minute Master Series – November 15, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Twitter Pauses New $8 Checkmark Offering as Musk Warns of Possible Bankruptcy at the App
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Twitter Fires 80% of Contractor Employees With No Formal Notice
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Google’s New Ad Insights Feature & 7 Tips For Competitive Ad Research
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Daily Minute Master Series – November 14, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
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The 40 Best Google Tools For Productivity And Marketing
Google has a wide range of tools for nearly every business need imaginable. Here are some of the best ones.
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New Netflix Ads Tier Comes With An Unpredictable Price
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For the full article click here
Daily Minute Master Series – November 11, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
LinkedIn Launches New Code Training Integration with GitHub, Enhanced LinkedIn Learning Options
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Meta Cuts 11k Roles in Response to Worsening Economic Conditions
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Elon Meets with Advertisers to Calm Concerns, as his Twitter Reformation Continues to Unfold
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Google Adds New Ad Frequency Capping Options to YouTube Campaigns
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YouTube Expands Comment Translations and Smart Replies to More Users
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Most Of You Aren’t Leaving Twitter, Poll Results Show
As the topic of leaving Twitter trends worldwide, poll results indicate most of you aren’t going anywhere.
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Daily Minute Master Series – November 10, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
Twitter Previews New ‘Official’ Gray Checkmark as it Prepares to Launch its $8 Verification Plan
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Musk Says Twitter Usage is at All-Time Highs as He Continues to Throw Around New Ideas for the App
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LinkedIn Shares Key Best Practices to Help Build Your Presence in the App
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TikTok Re-Organizes Staffing Structure Amid Ongoing Scrutiny Over Political Affiliations
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Google Allows Custom Dimensions In GA4 Reports
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The Biggest PPC Trends Of 2023, According To 22 Experts [Ebook]
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Daily Minute Master Series – November 9, 2022
/by Corey PadveenThe Marketing Rundown
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Everything you need to know about media, marketing, and digital news from the week all together in one place.
News & Updates
TikTok Provides New Overview of its Safety and Privacy Tools for Teens and Parents [Infographic]
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YouTube Launches Enhanced Shorts Viewing Experience for Connected TVs
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Instagram’s Rolling Out its New In-App Post Scheduling Tools to Professional Accounts
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Pinterest Pitches Itself as the Ultimate Christmas Gift-Discovery Platform in New Campaign
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LinkedIn Wins Latest Court Battle Against Data Scraping and the Misuse of User Information
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What is a Canonical URL? A Guide for SEO
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