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In early November, Kaspien attended and spoke at the Outdoor Retailer Winter Market in Denver, CO.
Keri Rhodes, Kaspien’s Marketing Director, presented “Understanding Amazon and its Impact on Your Business,” wherein she discussed hurdles for the outdoor industry on Amazon and practical solutions.

During the convention, we heard many brands express interest in two topics: Amazon’s private label brands and channel management.

Amazon’s Private Label Brands and the Outdoor Industry

After the presentation, many attendees had questions about Amazon’s private label initiative and how it will affect the outdoor industry. The short answer: It could prove to be serious competition across the marketplace.

With access to an enormous amount of data from consumer searches and reviews, Amazon is able to identify products and features that consumers are already searching for, and then create those products. Needless to say, the initiative has been highly profitable, and Amazon shows no signs of slowing down. AmazonBasics, one of Amazon’s many private label brands, has already spread to the Outdoor Recreation category. However, threatened brands are not without recourse.

Amazon’s search algorithm favors listings that have been on the marketplace longer and had time to build relevance. If companies want to stay one step ahead of Amazon’s private label brands before they grow any bigger, they should proactively take their products to Amazon and begin building their relevance. As Amazon inevitably introduces more private label brands and products, existing brands will have the advantage for organic SERP placement, minimizing the impact of the new competition.

The Key for Selling Apparel on Amazon: Channel Management

Many brands within the apparel space expressed dissatisfaction and frustration at how their product lines are being represented on marketplaces, particularly regarding how only select size and color variations are offered via Prime. This pain point is the result of the economic risk retailers inherit when they carry slow moving products, which can subject them to Long Term Storage (LTS) fees from Amazon warehouses.

As such, many of these brands were excited to learn about Marketplace Growth Partners, an Kaspien division that provides end-to-end channel management for brands who want to represent themselves on the marketplace.Without taking an inventory position, Marketplace Growth Partners serves as a channel manager, deploying Kaspien’s decade of expertise and proprietary technology to drive rapid revenue growth.

For brands selling apparel, representing themselves on Amazon means they can carry their entire catalog, provide a consistent customer experience, better control their pricing, and make their marketing efforts more effective. Marketplace Growth Partners helps them do it better and increase profitability.

As with all trade shows Kaspien attends, we were excited to engage directly with the industry and learn how we can better serve our partners.

In early November, Kaspien attended the Specialty Equipment Market Association show, more commonly known as SEMA, for the first time. The show was held in Las Vegas, where thousands of companies involved in the automotive industry gathered to demonstrate new products, discuss innovative strategies, and network.

Unauthorized Sellers & MAP Violators

During the show, we met with nearly 150 companies and discussed various ecommerce obstacles unique to the automotive industry. Our conversations often returned to the challenges of the industry’s massive distribution network. Due to its scale, many brands struggle with unauthorized or rogue sellers and MAP violators, who undermine their brand integrity and profitability. As such, Perispect quickly became a hot topic. Kaspien’s proprietary brand watch and price monitoring software identifies which sellers are selling your product and alerts you when your price policy has been violated, giving you the power to take action and clean up your channels.

New Product Launches

We also met with some of our current partners to hear their goals for Q4 and the new year, and began planning new product launches for Amazon, Walmart, eBay, and more. Many brands were impressed to learn more about Kaspien’s extensive marketing capabilities, which include professional product imagery, educational videos, SEO optimization, and both on- and off-marketplace promotions. Our experienced teams provide a strong foundation for new products to launch from and continually optimize listings for discoverability and buyability.

We were eager to attend SEMA and learn more about the automotive industry. The more we learn about the nuances unique to the automotive industry, the better we can serve our partners. We had a great first year at the show, and we’re excited to continue working with our friends in the automotive industry to drive sustainable marketplace growth.

UPDATED – March 25, 2021

Marketing on the Amazon platform is always evolving, but one of the few constants is the need for a solid Amazon advertising strategy. At Kaspien, we’ve seen Amazon cost-per-click (CPC) ads increase our partners’ sales by 30% on average. They’re kind of a big deal.

If you want to learn about Amazon SEO optimization, check out our posts on improving your organic discoverability and listing optimization.

How Amazon Advertising Campaigns Work

CPC ads operate on a bidding system. Sellers choose keywords that relate to their product and then bid on it. When shoppers search a phrase that contains the keyword, Amazon’s algorithm considers a variety of things including relevance, category rank, conversion rate, star rating, and much more with the bids. Of the products that Amazon deems most relevant and likely to be purchased, the brand with the highest bid will win the ad placement on the Search Engine Results Page (SERP). No matter how large your bid is, if you win the placement and a shopper clicks on the ad, you will only be charged one cent more than the next highest bid.

We suggest updating your keywords and maximum bids at least weekly, ensuring your keywords are still relevant and adjusting your maximum bids to elicit the results you need. Pay extra attention to your keywords and bids during peak shopping seasons, like Prime Day and the Q4 holiday season.

Types of Amazon CPC Ads

Conversion rates are higher on Amazon than on search engines like Google because shoppers have a stronger intent to buy when they go to marketplaces. Amazon CPC campaigns allow you to capitalize on marketplace traffic by placing one of four types of ads in front of potential customers:

  • Sponsored Product Ads
  • Sponsored Brand Ads
  • Sponsored Brand Videos
  • Sponsored Display Ads

When deployed effectively, these ads can drive dramatic sales growth on Amazon, which you can see in the below case study from one of our partners.

Amazon Sponsored Products Ads Overview

Sponsored Product ads give you the most bang for your buck out of the three CPC ad types. There are manual and automatic targeting campaign types. Manual targeting is where you will choose all your keywords and bids. Automatic campaigns give Amazon the control of what keywords to bid on and you set a maximum bid. We’ve found that a mix of both campaign types tends to drive the greatest success.

One of the main reasons for Sponsored Product ads’ superb performance is that there are nine opportunities per SERP for your ad to place. Furthermore, these ads do not look like as a typical ad; they resemble a normal listing, so shoppers are typically less hesitant to click than they are with other ad types.

Sponsored Product ads also provide opportunities to place your ads inside other product listings under “Sponsored Products related to this item.” This placement typically gives you more visibility, but it yields a smaller return than SERP placement. 

Product Targeting for Sponsored Product Ads

In 2019, Amazon also introduced Product Targeting for Sponsored Products. Product targeting act essentially the same as traditional Sponsored Product ads, but you target specific products and product categories instead of keywords. You can even be as granular as targeting certain star ratings, price points, and brands in a specific category or sub category. These ads appear in the same SERPs as the product/category you are targeting, as well as inside product listings.

The last placement you can have for Sponsored Products is a display/retargeting ad outside of the Amazon platform. This is only possible with automatic targeting (as opposed to manual targeting). Amazon controls the campaign, so unfortunately you have no control over the keywords or products being targeted, only the maximum bid.

Amazon Sponsored Brand Ads Overview (formerly Headline Search Ads)

Sponsored Brand Ads are banner ads that feature 1-3 products (of the same brand) and a custom call out to shoppers. They appear at the top of the SERP, making them the first thing shoppers see after entering their search terms. Sponsored Brand ads are a great way to grow brand recognition, and if done correctly with the right landscape, can be a great way to drive more sales.

Because they have only one placement per page, Sponsored Brand ads are very competitive, making it tough to get traction. Additionally, if there are multiple sellers in a listing, these ads are particularly tough to generate a strong ROI because sales are brand-attributed.

Sponsored Brand ads run continuously, regardless of who is in the buy box. This is in contrast to Sponsored Products, which only run when you are in the buy box. In other words, if you aren’t the only seller in the listing, you may be paying to generate sales for other sellers as well.

This trait means that you need to maintain a certain channel landscape to use Sponsored Brand ads effectively. They are best suited when you are the exclusive seller and the products already have good rank, as the strong rank will help your Sponsored Brand ads win the placement. With those conditions met, Sponsored Brand ads are an excellent way to promote multiple product lines and even introduce new product lines.

Amazon Sponsored Brand Videos Overview

Similar to Sponsored Brand Ads, Sponsored Brand Videos are CPC ads on Amazon that generate brand awareness and support conversions. These ads appear on the SERP for desktop and mobileAccording to a survey by Wyzowl, 68% of consumers prefer to learn about products or services through video.  

At Kaspien, we’ve seen very promising results from Sponsored Brand Videos, with our ads delivering an average advertising cost of sale (ACOS) of 9%. Amazon also reports that some advertisers see 55% lower CPC’s for Sponsored Brand Videos compared to Sponsored Brand Ads, which can be attributed to lower competition for the ad type. 

Currently, Sponsored Brand Videos can direct shoppers only to the product page, but Amazon notes that advertisers will be able to point shoppers to Brand Stores soon. 

Amazon Sponsored Display Ads Overview

Sponsored Display ads are a good way to retarget relevant shoppers that have searched for, viewed, or already purchased your product or a similar product. This ad type is similar to an automatic campaign because you are not targeting keywords; instead, Amazon identifies specific shoppers to target and you set a maximum bid for the impression or click.

These ads can place both on and off the platform, which means these ads offer the greatest potential reach of the three ad types. There are three ways you can target shoppers with Sponsored Display Ads. The first is a CPC option, where you target shoppers who have viewed your product with off-platform display ads. The other two options use a Cost-per-Impression model. They target shoppers who have searched for or purchased your product (or something similar). These ads populate on and off the Amazon platform.

These campaigns have a lesser focus on ROI because of the nature of a Cost-per-Impression campaign; they’re intended to grow your customer base by increasing brand awareness and visibility rather than drive directly attributable sales. In that way, they are an investment in your brand’s long-term growth more than an immediate sales driver.

Amazon Advertising Software Automation

Kaspien AdManager

Because Amazon advertising has been so important for growing brands on Amazon, we created our own software that maximizes its efficacy. AdManager is the leading campaign management software for Amazon pay-per-click (PPC) advertising. Powered by AI and created by us, a $1 billion+ Amazon seller, AdManager maximizes profitability for Sponsored Product Ads and Sponsored Brand Ads.

In 2020, Kaspien used AdManager to drive extraordinary results for our brand partners. 

  • 55% avg. increase in ad sales YOY  
  • 39% avg. increase in ad orders YOY 
  • 41% avg. decrease in ACOS YOY 
  • 6% avg. ACOS on over $90M ad revenue 

AdManager is available as a self-service software or as part of our Amazon advertising managed service. AdManager is provided complementary to our Retail and Agency partners’ ad campaigns. 

Interested in Learning More?

Learn how to maximize Amazon advertising performance by downloading our whitepaper, Architecting Amazon Sponsored Ad Campaigns.

Determining Your Amazon Advertising Strategy

From the beginning, define your objectives so you can create a purposeful Amazon advertising strategy. With CPC campaigns, that means asking yourself do you want to focus on increasing brand awareness or driving sales?

Established Products

If you already have good brand recognition, your marketing efforts can be more specific and focused on building relevance. Identify very specific keywords, branded and non-branded, to bid on. We call this “refining your traffic.” Consumers already know what products or services you offer, so your Amazon marketing can focus on winning ground in your category. This strategy also tends to be less expensive than the alternative because more specific keywords have less competition than more general terms.

New Products

If your brand or product is relatively unknown, you want to spread the word to as many shoppers as possible. Rather than refining traffic for a targeted niche group, focus on increasing impressions. Bid on more general keywords, especially non-branded keywords, so that you can place your ads in front of as many shoppers as possible. Initially, your return may not be as high and bidding on general terms becomes expensive; however, you will develop brand recognition, helping you gain a foothold in the market for the long term.

Download our New Product Launch Amazon Strategy Guide.

The Big Picture

Running and optimizing Amazon CPC campaigns is a crucial part of successful marketing, but their impact is magnified through a holistic marketing strategy. The shopper journey often begins off-site, where social media marketing drive consumers to Amazon. Once there, shoppers see Amazon CPC ads. They then click on the ads and enter optimized product listings, where compelling photography and copy make the final sell, convincing shoppers to buy.

If you invest in quality marketing at every stage, you can increase the traffic entering listings and drive conversion rates up, ultimately growing your total orders.

Stay Up-to-Date with Amazon Advertising 

We have a growing library of resources about Amazon services, including other blog posts, whitepapers, eBooks, podcasts, and more. Subscribe to our weekly blog to never miss a beat! 


Recently, vendors using our proprietary software application Perispect to track sellers and pricing across online marketplaces have been spotting Amazon sellers advertising their products below MAP pricing. Many vendors do not realize that some of these sellers may be “scam sellers” who have many products in their Amazon inventory but do not ship anything to customers when they order and pay for products.

Here are 3 ways to spot a likely scam seller on the Amazon Marketplace:

  1. “Just Launched” sellers with more than 200 products in their inventory

Sellers who have “just launched” in their profiles are starting out on Amazon with some inventory and are looking to be a part of the growing ecommerce market. However, some scam sellers will open up fake accounts on a daily basis with a huge amount of items in their inventory. If these items are not Fulfilled by Amazon (in other words, not an Amazon FBA Seller), then the seller oversees shipping the products to the customer. Customers and vendors should look out for these kinds of sellers, as they may never ship the products they say they have on Amazon.

  1. Amazon 3rd Party Sellers with “shady” names

Perispect (our proprietary SaaS offering for channel monitoring) combs through a large number of sellers looking for contact and shipping information. Sometimes, the seller name can set off red flags. For example:

“!NOTE: Contact us prior to ordering>> SmartBuyPoint[at]GMAIL.COM!!”

“%BRAND NEW!!!%Mesmeric Fair% Please Contact me before buy → claudia66@reaagan.com”

“.BEFORE ORDER CONTACT: CLAYTON. 14D (at)GMAIL COM”

These are some examples of fraudulent sellers. The seller name contains contact information, like an email address, that is poorly formatted. The seller asks that the customer contact the seller prior to ordering. Customers and vendors should not contact these sellers because they will most likely attempt to scam them.

  1. Sellers with poor customer reviews

Scam sellers can be identified simply by looking at what other customers have written on the seller review portion of the information page on Amazon. Scam sellers will most likely have all negative reviews noting that products have not been delivered, and they are unable to contact the seller for further comment.

>>Best practiceKnow your sellers.

When you know who is authorized to sell your products on Amazon, it’s easy to spot rogue and scammer sellers and avoid being the victim of an Amazon Scam. This is more manageable when you have a limited number of authorized sellers.

Stay Up-to-Date with Amazon Services 

We have a growing library of resources about Amazon services, including other blog posts, whitepapers, eBooks, podcasts, and more. Subscribe to our weekly blog to never miss a beat! 


If you are planning on selling your own products on the Amazon marketplace, then you better have a system in place for tracking Amazon merchants. Having an unknown merchant or seller pop up in your Amazon product listing is a common frustration that most brand owners will experience. These one-off Amazon sellers can negatively impact your product by altering the content of the listing, undercutting prices of authorized sellers and providing poor customer service that can lead to negative reviews on the listing. So what can be done to keep these unwanted merchants away? The solution is simple: communicate regularly and practice vigilance.

Manually Track Amazon Merchants

Let your distributors and authorized sellers know who is permitted to sell your products online. Authorized sellers want to maintain a good listing as much as you do, so they can be a great lookout for anything unusual and will let you know if anyone uninvited shows up to the party. Being vigilant of your brand is also very important. By monitoring your product listings, you will know if your product information is up-to-date as well as to help you keep track of any duplicate listings and counterfeit products that sometimes show up with unwanted sellers. Having a reliable merchant tracking software can save you time by scouring Amazon to see who is selling your products and at what price.

While it may be difficult to gather and maintain up-to-date information on your sellers without a seller tracking tool, there is a way to manually check Amazon for sellers.

  • Navigate to your brand storefront page and scroll down until you find the refined search box on the left side of the page. Here you will see all departments that your brand is listed under.
  • Clicking into any department will redirect you to a new page with additional search refinements.
  • Looking through the options, you will find a seller section function towards the bottom of the search bar. You can click on “See more” to view the full list of Amazon sellers that are currently selling your products. (Keep in mind that this is not a complete list of sellers but rather a list specific to one category.)
  • To gather a list of all sellers you must perform a refined search for all departments that your product is listed under. This process is worthwhile but also time-consuming.

Amazon Merchant Tracking Software

For brands that don’t have the time or resources to track sellers manually, utilizing seller and price monitoring software can be very helpful. Software like Perispect tracks sellers, monitors pricing, and provides actionable data in easy-to-digest formats. Whether you decide to monitor your listings manually or utilize a tool to do it for you, tracking merchants and pricing is a vital part of your brand strategy.

Stay Up-to-Date with Amazon Services 

We have a growing library of resources about Amazon services, including other blog posts, whitepapers, eBooks, podcasts, and more. Subscribe to our weekly blog to never miss a beat! 


Creating and enforcing a Minimum Advertising Price (MAP) Policy helps protect brand image and ensure that authorized retailers are able to compete fairly.

Here are 5 steps to successfully implement a new MAP policy:

1. Determine your threshold

What is the lowest price that you would like your products to be advertised at? This might be a percentage under your MSRP or it could vary among your products. This is NOT the lowest price that your product can be sold at. This still allows retailers to offer discounts once products are “in the cart.”

2. Develop your policy

Draft a MAP policy that outlines your new policy and the actions you will take if authorized retailers violate it. Make your expectations clear. To play it safe, have a lawyer review your policy to ensure that is compliant with state and federal law.

3. Distribute your policy

Send your new policy and MAP pricing to your authorized sellers.

4. Monitor your pricing

Identify which sellers uphold your MAP policy and which sellers drop their prices first. Pro tip: Perispect can help with price monitoring and case management.

5. Notify violators

Let sellers know that you’re aware of the price violation and follow any actions outlined in your policy. Keep track of violations so you can identify repeat violators.

 

Manufacturer’s Suggested Retail Price, or “MSRP”

The price a product should be sold for, recommended by the manufacturer.

The price is supposed to reflect all the costs that happened during the manufacturing process, including retailer markup. MSRP is not necessarily the price that retailers use or that consumers pay for. Some retailers sell below MSRP to reasonably reduce their inventory.

 

Minimum Advertised Price, or “MAP”

The lowest price a reseller can advertise a partner’s products.

It is a way to protect brand image, and it levels the playing field between online sellers and brick and mortar stores. A MAP policy can reduce consumers going to a brick and mortar store to find a product but ultimately purchase the product online – a practice known as “showrooming.”

 

Maintaining a MAP policy is a great way for companies to maintain their brand integrity online. If you are interested in learning more about the prices your products are being sold at, get started with a free trial with Perispect today! Contact .

 

You spend a lot of time creating your brand. After all, your brand tells your company story. Through your logo, website, social media and advertising strategies, you craft the vision for customers and provide added value to your products. A significant component of your branding is product pricing. Your MSRP conveys product value to customers. A high price can indicate quality, exclusivity, and craftsmanship. A low price may indicate a bargain and accessibility. Whatever factors go into determining product price, you expect that price to be honored by retailers.

Often, traditional brick and mortar retailers do honor your pricing. But online, it’s a different story. Many product manufacturers discover that their products are being significantly underpriced on marketplaces like Amazon and eBay. This poses a threat to traditional retailers, whose customers are checking out the product in the store but making the purchase online, a practice called showrooming.

Additionally and perhaps more importantly, the under-pricing of your products online can lead to customers devaluing your products. If the MSRP is $50 but on Amazon, the product is $35, why would the customer pay more? Soon, the customer starts to believe that the product is worth $35, and not the MSRP value assigned.

The product price, which once demonstrated product worth, now devalues your brand.

How does this happen? Usually, this occurs when unauthorized or “rogue” sellers obtain your product, often from distributors. The Amazon marketplace is competitive. To gain sales, sellers will often start a “race to the bottom” with price. One seller drops and the rest soon follow.

To understand why a seller would lower price and decrease their margin, check out our next blog post Demystifying the Buy Box.

 

So, how can a brand protect itself from the race to the bottom?

Many brands have implemented a Minimum Advertised Pricing (MAP) policy. This policy requests that retailers do not advertise prices lower than a designated threshold. A MAP policy is not price fixing. It still allows for retailers to offer coupons and specials for products that are in the cart. The major benefit of MAP pricing is that the product value and brand identify are maintained.

However, simply having a MAP policy doesn’t protect your brand if sellers don’t honor it.

It’s important to ensure that sellers are abiding by your policy, even when you aren’t looking. MAP monitoring software can help brands monitor pricing and identify MAP violators. This kind of price monitoring tool can provide insight into sellers, both authorized and unauthorized, and help to influence your competitive pricing strategy. Perispect is a minimum advertised price monitoring tool that provides these insights through an easy-to-use interface and email alerts. Perispect empowers manufacturers to take control of their brands’ online presence by identifying which sellers are selling your product and alerting you when your price policy has been violated.

Learn more about how Perispect can help you control your brand here.

 

So, how does a seller snag a sale? They try to get in the buy box. The buy box is the coveted real estate of the product listing that shows which seller is benefiting when a customer clicks “Add to Cart.”

Many Amazon customers are unaware that there are usually multiple sellers for products. When they decide to purchase a product, they click the yellow “Add to Cart” button, instead of viewing all purchasing options. The seller in the buy box gets the most sales.

So, how does a seller get in the buy box?

Each seller gets in the buy box a certain percentage of the time. Amazon has a proprietary formula that determines this based on these factors:

  1. Number of Sellers – The buy box formula is like a pie where each seller gets a portion. The more sellers that there are, the smaller piece of the pie each seller gets. But all sellers are not equal.
  2. Amazon Retail – Amazon is a marketplace, which means that there are many sellers. Amazon Retail is Amazon’s own seller. When Amazon Retail is in the listing, they always get priority and will dominate the buy box.
  3. FBA vs. Drop ship – Many sellers fulfill their product sales using Amazon’s warehouses and distribution system. This is referred to as Fulfilled by Amazon (FBA). Sellers use this service to provide the Prime 2-day shipping that many Amazon shoppers expect, and in turn, pay Amazon a fee. Sellers who ship their products directly to the consumer themselves are referred to as drop ship sellers. Since Amazon benefits from FBA, those sellers receive priority over drop ship sellers in the buy box.
  4. Product Price – Amazon prides itself on offering the lowest prices to customers. So, the seller offering the lowest product price will earn more of the buy box. This is the strategy for most sellers. 

 

Sellers attempt to earn more of the buy box by having lower prices than their competitors. This price dropping significantly harms brand perception by lowering the perceived product value, in addition to hurting traditional brick and mortar retailers who are honoring the product MSRP.

Next time, we will discuss how enforcing a Minimum Advertised Pricing (MAP) policy can level the playing field for your authorized sellers.

One of the most frustrating things for a brand is to find their product listed on Amazon or eBay by an unknown seller. Sometimes, this is a result of distributors selling to shady third-party resellers. Other times, it could be an authorized brick-and-mortar retailer who is just trying to stay competitive. But more and more often, brands are finding that the rogue seller is not a company with high inventory levels but an elusive individual, unloading a few units with no long-term plans to stay in the listing.

This individual in engaging in retail arbitrage, a practice where someone buys a product at a discounted price and sells it for a profit. To buy low and sell high is the goal. Increasingly popular and profitable, there are many blogs giving instructions and encouragement to those interested in making some money on the side. Those that are dedicated can even turn retail arbitrage into a lucrative, full-time career. We refer to this seller as Joe in his basement, a nickname that sounds friendly but can be very damaging to your brand.

How could retail arbitrage negatively impact your brand? Here are 3 ways:

1.      Pricing

2.      Damage to authorized sellers

3.      Listing content

Joe in his basement wants to make a profit, so he won’t want to price lower than he paid for the product. But if he bought the product at a steep enough discount, he still might be able to sell at a lower price than your authorized sellers. This devalues your product and makes other sellers less competitive. When authorized sellers don’t make sales, they place fewer purchase orders. Finally, Joe might think that he has some better ideas for your listing content and make changes. The changes could be minor or they could be seller-specific, for example a bullet point that reads “Buy from discountstoredave for the lowest prices on the internet” or perhaps they change the listing brand name to reflect their seller name. While these examples are against Amazon policy, they still happen.

But here’s some good news: you can take action to reduce retail arbitrage for your products.

The most important step you can take is to limit your sales to a small handful of trusted retailers. These retailers will agree to your partnerships terms and respect your pricing because it’s in their best interest – we recommend a MAP policy. Once you have limited the number of authorized sellers, you can monitor your listings to see who is selling your products and how much inventory they have by using monitoring software, like Perispect.

Another option is to allow buy backs from retailers who are having difficulty moving your product. This could prevent your products from being sold at clearance level prices. If products aren’t available at low prices, Joe in his basement will be out of luck.

 

Even though the Amazon Search Engine is shrouded in mystery, there are still concrete strategies you can employ to improve the discoverability of your listings on Amazon. According to Amazon, only 19% of customers will click onto the second page of search results when looking for products. Moving your product up on the Search Engine Results Page (SERP) is one of the most powerful ways to increase your discoverability on the world’s largest marketplace. If consumers can’t find your product listing on Amazon, you risk being left with extra inventory sitting in a warehouse and loss of potential revenue. To prevent this from happening, we’ve recommended our top five tips for your Amazon SEO strategy to help increase the discoverability of your Amazon listings.

The Amazon Search Engine Results Page Explained

With the consumer view in mind, Amazon displays the products that they deem to have the best listings and prices. Amazon’s Search Engine focuses the SERP on products and their prices, which creates a natural incentive for third party sellers to increase the overall number of sessions to a product detail page. Optimizing your listing is the easiest way to increase discoverability and drive organic traffic, which is, in many ways, the foundation of your Amazon marketing. 

Discoverability refers to how easy a product listing can be found on Amazon. To maximize the discoverability of your listings, you can optimize the following areas: Titles, descriptions, and images. However, there are additional factors that play a huge role in product discoverability, including: Inventory, price, product reviews, relevancy, sales history, sales performance, advertising efforts, and types of fulfillment. Since there are numerous factors impacting discoverability, many of which may be out of your control, it is vital to optimize the parts of your listings you can control.

5 Ways to Optimize Your Listings to Improve Discoverability

1. Use a Descriptive, Informative, Consumer Friendly Title

The product title is the most heavily weighted aspect of product content on Amazon, as well as the first impression customers will have of your brand when searching for products. By optimizing your product title, you have the ability to include more relevant product information as well as name variations right off the bat. For your best title content, you should consider the following: Brand and description, product line, material or key ingredient, color, size, and quantity. Perform keyword research to identify top keywords and include something that adds value, like a product benefit or a key element that sets it apart from competitors. Although Amazon has algorithms, your title should be written for humans, because the algorithms will be based on what real people are searching for. In fact, “keyword stuffing” your title can have a negative impact on the way Amazon’s Search Engine ranks it.

2. Use High-Quality, Zoom-able Product Images

A service we provide and advocate for is high-quality, zoom-able product images. Regardless of the ecommerce channel, this is a best practice to represent your company well. Images influence click-through-rates on the SERP and the overall buyability of your listing. Depending on your product category, you can have nine additional images and we encourage you to use them. The images you add to your listing greatly impact customers’ opinions of your product, and our own research shows that images are a significant factor in customer’s decision to purchase. Make sure the images you use are high-resolution. Show your product from different angles, zoomed in and out. Show how your product can be used by providing lifestyle images. Overall, be creative and showcase your product well.

3. Use Product Features to Inform Customers About Your Product

It’s recommended to use all five bullet points in your listing. This is your opportunity to communicate your product’s value to your consumers. Most viewers skim the bullet section, so put your most important features at the top. You can use the product feature section to answer consumer questions that have come up or any objections that may surface. Be sure to mention what the product is made of; consumers want to know they’re buying a quality product. If your product solves a specific problem, be sure to highlight exactly how in a bullet point.

4. Use the Product Description to Improve Discoverability and Search Relevance

When it comes to enhancing discoverability and search relevance, the product description is heavily weighted. Every relevant product detail should be included. Use up your character count describing what your product is, what it does, and why it’s the best product on the market in your niche. Lead with an elaboration on your product’s features and the benefits to the consumer, then talk about the product. By making your listing relatable, you can make the visitor believe your product is something they need. A storytelling approach could be something creative you can use to catch the consumer’s attention.

Including relevant search terms within your description help you better target your customers. Amazon states, “By providing relevant and complete information for your product, you can increase your product’s visibility and sales”.

5. Use Back End Search Terms to Help Shoppers Find Your Listing

In order to properly optimize your back end search terms, you want to ensure your main Amazon keywords are in at least your product name, bullet points, or description. It’s important to use variations of words consumers might search when searching for your product. For example, if you sell garlic presses, you’d want to prioritize putting popular keywords like ‘garlic mincer’ and ‘garlic squeezer’ into your listing. You can include many search terms in the back end, but do not include competitor names or products. In your back end search terms, you should eliminate all duplicate words. If the word is used once within the listing, that is enough for Amazon’s algorithm to pick up on.

While the ins and outs of the Amazon SERP can be confusing, optimizing your title, images, description, product features and search terms based on what your consumers will be searching for will improve the discoverability of your listing. Using our top five tips for Amazon SEO optimization, you can drive traffic and move your listing up on the Amazon SERP.

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