Are your Amazon sales not going anywhere? Many know the feeling.
Amazon’s marketplace is getting more cut-throat by the day. With increased competition, it’s getting harder to take your slice of the pie.
That’s the bad news. The good news? The total size of the pie is growing. Amazon’s revenue is growing at a huge rate, and so is the share of sales from third-party sellers.
More good news! Many of the sellers competing with you don’t know how to maximize their Amazon sales. So, while it’s not easy to increase your sales, there aren’t many people who are really willing to put the work in.
Want to start benefiting from being part of the Amazon marketplace? Of course you do! Here’s our roundup of 12 actionable ways to increase your Amazon sales in 2020 and beyond:
12 Ways to Increase Your Amazon Sales
#1: Optimize Your Listing
The biggest problem a lot of sellers have is that their listing is poorly set up or not optimized.
You try so hard to get people through to your listing, so it’s important to convert these people into buyers. If people click through but find a listing with spelling mistakes, or a product description that is hard to read, they’re going to bounce. Especially with how many ads and related products are shown on your listing.
Bottom-line: a poorly optimized listing is costing you money.
The first thing to take into account with your product listing is finding a balance between keyword coverage and readability. You need to include keywords to show up in search results, and your copy & title needs to read / scan well to encourage people to buy.
Big walls of text that are hard to read turn people off right away. So do blocks of text that with poor spelling or grammar, and sentences that are clearly just a mash of keywords.
Don’t be afraid to use HTML in your product description (e.g. bold text). And use CAPS to highlight key selling points of your product.
Another part that many people overlook is mobile optimization.
Mobile is a bigger and bigger factor every year in all forms of online business, especially retail. If you’re not considering mobile users, you may be missing out on additional sales.
When setting up your listing, think about how it will appear on mobile, not just desktop. On the Amazon mobile app, all that shows above the fold is your title and pictures. This makes it super important to show value, features, benefits and use cases of your product in your secondary pictures.
#2: Keyword Research
As mentioned earlier, you optimize your copy to get people to convert, but keywords get people to your listing in the first place.
Ideally, you want to include as many related keywords as possible, while maintaining clean, readable copy.
The most important keyword should go in your title, so make sure your title includes your biggest, most relevant, highest-volume keyword.
Most sellers have probably done a decent amount of keyword research already. But that doesn’t mean you’re done. If you want to increase your sales, a good idea is to do more extensive keyword research to find broader search terms related to your product.
Use a keyword tool to find additional long-tail keyword opportunities, such as Jungle Scout’s Keyword Scout, or Helium10’s Magnet. This will help you attract more customers on Amazon and as a result, increase your total sales.
#3: Improve Your Photos
Having trouble converting impressions into sales? It might be your photos.
We consume visual content much easier than written content. It’s the role of your images to grab customers’ attention and get them to fall in love with your product.
Low-quality images or images that don’t show off your product fully are a good way to turn people off. It’s your job to give the customer all the information they need to make a confident decision to buy your product.
Think about getting some lifestyle images done if you haven’t already. Additionally, you can get an agency, like Virtuous Graphics, to do your product photography for you.
#4: Get Your Pricing Right
With how much competition there is on Amazon, pricing plays a huge factor in customers’ buying decisions.
Think about it – we all want to get the best price we can. If a customer is weighing up your product versus another, the price can easily be the determining factor.
This is especially true if you’re selling a product with multiple sellers on the same listing. Perhaps you have a better seller feedback profile, and that will convince someone to buy from you. But when selling the exact same product, 99% of the time, the customer will choose the lower-priced item.
In this case, it might be worth investing in an automated repricing tool to adjust your pricing and stay ahead of the competition.
While it’s most common to lose out by pricing your products too high, the opposite can also cost you money.
You don’t want to sell your products for too cheap. Many people sell their products much cheaper than the competition when they could get the same number of sales (and more revenue) by raising the price slightly.
That’s why you need to price competitively. Too far above or below the price point of similar products will cost you money.
#5: Split Test
Small details, such as your title or the order of your images, can end up making a big difference.
But it’s hard to know what will make a difference, until you test.
Generally speaking, people in digital marketing test everything. Titles, images, pricing, email subject lines… you should be continually testing and optimizing, finding out what works and what doesn’t.
The idea of split testing, or AB testing, is to run two versions of the same thing (say, a website landing page or an Amazon follow-up email), changing only one variable.
If there’s a significant difference in results between the two versions, you can chalk that up to the variable you changed.
A tool like Splitly helps you AB test features on your product listing, automating everything to save you time.
Even a small improvement, such as an increase in impressions or conversions by a few percent, will lead to a significant increase in your Amazon sales over time.
#6: Make Use of FBA (Fulfilled By Amazon)
Amazon’s fulfillment service, FBA, doesn’t just make storage and shipping easier for you. It’s also a way to boost your sales!
Where FBA helps you sell more is Amazon Prime.
Shoppers respond very positively to the trust that comes with the Amazon Prime badge. Seeing a product that says “shipped by Amazon” takes away a lot of the doubt in the way of someone making a purchase.
It also makes your products eligible for free, fast shipping that Prime provides. The ongoing shipping war between marketplaces like Amazon and Walmart is a testament to how important shipping is for consumers.
#7: Win the Buy Box
The Buy Box is probably the biggest difference-maker in terms of sales on Amazon. This is the section on the right side of a product listing with the big “Add to Cart” button.
Whichever seller “owns” the Buy Box gets the orders from customers who click on this button. All other sellers of this product are listed below, under the “Other Sellers on Amazon” heading.
You’d assume that most customers would click on the Buy Box to make a purchase, and that would be correct. A massive 82% of sales on Amazon come from the Buy Box.
That means, if you’re competing with other sellers on a listing, the number one thing you can do to increase your sales is to own the Buy Box.
It’s obviously easier said than done, but there may be some things you can do to improve your chance of owning the Buy Box.
Some of the factors that go into this include:
- Fulfillment method (FBA products have a higher chance of winning the Buy Box)
- Price (Amazon prefers a lower price, including shipping & handling fees)
- Price consistency (big swings in price may result in losing the Buy Box)
- Account health (seller feedback, order defect rate, and many other seller metrics)
- Number of products in stock (you probably won’t get the Buy Box if you have 1 unit in stock and another seller has a lot more)
There are more factors that come into play, but these are the biggest. Take a look if anything here applies to you, and if so, try to rectify it.
Being buried in the “Other Sellers on Amazon” section is just as bad as being buried on page 9 of the search results.
#8: Run & Optimize PPC Campaigns
Amazon search is becoming more and more pay-to-play. Organic search results are getting pushed down, in favor of sponsored (PPC) results.
PPC is a great place to look to increase your sales. By pumping a bit of money, you can push your product above organic results, getting more visibility.
Also, a lot of sellers are running PPC, but not as effectively as they could. You need to constantly examine your PPC campaigns, putting more of your budget into more profitable search terms, and less budget, or excluding PPC altogether for search terms that don’t bring a good ACOS.
Some people are hesitant to invest in PPC, as it can be costly and cuts into profit margins. But if you bring in enough sales, it can provide you with the cash flow you need to continue investing in your business.
#9: On-Amazon Promotions
Who doesn’t love a sale??
Amazon customers love a discount. So, if you want to increase sales and move more products, a promo is the quickest way to do so.
There are a few different types of promotions you can run on Amazon. These include Lightning Deals, 7-Day Deals, and Amazon Coupons.
Most deals you can set up on Amazon will appear on your product listing, on the search results page, and on Amazon’s showcase pages. This allows you to attract more visibility and more sales on conversions from people who find your product.
Some showcase deals, such as Lightning Deals can be quite competitive, and thus cost a bit of money to run. However, it’s a great way to increase sales velocity and create some momentum for your product to rank higher.
#10: Drive External Traffic (Off-Amazon Promotions)
The alternative to on-Amazon promotions like coupons and lightning deals is off-Amazon promotions.
External promotions are powerful because you have the potential to tap into a whole new audience and get ahead of your competition on Amazon.
Most of the previous points are centered around maximizing the sales you get from people searching for your product, or related search terms.
External traffic promotions are the opposite. They’re outbound marketing – you’re going to find and get in front of potential customers yourself.
This lets you cast a much wider net and increase your brand/product’s exposure – A LOT.
Single-use promo codes, group promo codes and social media promo codes are a few different types of promotions you can run to entice people to click through from external channels.
As well as being a powerful way to promote your products, if you use a landing page as part of your sales funnel, you can capture customers’ email addresses, giving you another extremely effective way to drive sales and launch products in the future.
This is what LandingCube is made to do. LandingCube helps you build out external traffic funnels, so you can quickly and easily run promotions outside of Amazon that boost your sales and rankings on Amazon.
#11: Get More Reviews
Product reviews are a vital part of getting sales online. Potential customers need to trust before they’ll buy from you. That’s what reviews do for you.
A lot of customers read product reviews before ultimately deciding to buy or not. And since review rating and total review count are visible in the search results screen, they play a big part in whether a customer clicks to your listing or not.
A product with 500 reviews and an average rating of 4.5 gives a great impression to shoppers. If it’s up against a product with 20 reviews and an average rating of 3.0, almost everyone will look at the one with the higher rating/more reviews.
Getting more product reviews isn’t easy. And if you try to cut corners, by buying reviews or offering incentives, you’ll land in hot water with Amazon’s terms of service.
But there are a lot of small things you can do to encourage more people to write reviews, which add up over time. The best thing is to build relationships with your audience, which you can do when you build email lists from external traffic.
#12: Use Amazon’s Branding Tools
Amazon has some pretty powerful tools to help you sell more.
Most of what Amazon is introducing to the platform these days is focused on brand building. Amazon wants robust, recognizable brands selling on its platform. That’s why they’re giving these brands the tools to improve their customers’ shopping experience (and ultimately convert more shoppers into buyers).
To start with, enroll in Brand Registry to be eligible for these tools.
Once you’re in, you’ll be able to add A+ Content (formerly Enhanced Brand Content) to your product listings. This is a superb power-up for your listings, and a big differentiator between you and your competition, if they don’t have A+ Content.
Other tools include Amazon Storefronts, Amazon Attribution, Sponsored Brands and the Brand Dashboard. These tools help you increase visibility and recognition of your brand, which ultimately leads to an increase in sales.
How to Increase Your Amazon Sales – In Summary
Everyone wants to sell more. That’s the point of getting into business. The good news is, for most Amazon sellers, there are plenty of opportunities to increase your sales.
More and more shoppers are coming to Amazon first, over anywhere else, when they want to buy something online. Take your slice of the pie by optimizing your product listings, improving your visibility and marketing effectively.