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How to Increase Your Amazon Sales When You Already Own the Buy Box
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The Amazon Buy Box is one of the most fiercely fought over pieces of global e-commerce real estate today — but winning it is only half the battle.
Although capturing a significant share of the Buy Box is the central focus for competitive sellers across the Amazon marketplace, it does not always guarantee sales and profits will grow if other key areas of your business are neglected. Sellers should capitalize on these five strategies to boost Amazon sales after winning the Buy Box.
1. Optimize keywords, titles, and product detail pages
As more and more competition enters the marketplace, Amazon sellers must bring their best tools to the table if they are going to continue to win the Buy Box and attract more customers.
Before they can buy your products, though, customers need to be able to easily find them while searching on Amazon. In general, it is important to insert as many relevant keywords and search terms with your product detail pages as possible in order to optimize for visibility, relevance, and conversions.
In particular, the title of your product listing plays an integral role in catching the attention of a prospective buyer browsing through search results or visiting your product listing.
For optimal product title length, Amazon recommends fewer than 80 characters. However, character limits may vary based on product category or fulfillment style, with FBA product titles, for example, having a 200-character limit. Additionally, Amazon suggests capitalizing the first letter of each word in a title except for prepositions, conjunctions, or articles, as well as avoiding using all caps or your merchant name.
It is also crucial that the title contains information such as brand, product line, color, size, material or key feature, and packaging or quantity. Make sure to organize these aspects of your product in a fashion that places the most relevant keywords first. Not only does this help the customer easily understand what you are selling, but Amazon’s algorithm gives higher relevance to keywords that appear earlier in the title, a win-win.
Overall, it is important to avoid “keyword stuffing” — or filling your product titles with so many keywords that it detracts from the shopper’s understanding of your product. If the title feels unnatural when reading it, a customer might stray away from your product listing because it sounds confusing, does not make sense, or simply is only focused on keyword-stuffing instead of appealing to the customer in a clear and concise title.
Additionally, including listing bullets are another way to optimize your product detail page, in order to aid relevance and conversion. Well-written product descriptions should tell a story and relay a sense of urgency via a strong call to action.
2. Use high-quality product images
In addition to poor product copy, low-resolution images quickly influence a potential customer and can cause them to leave your product page immediately. Customers want to see the item from multiple angles, be able to zoom in, and see the item in use or worn depending on what it is.
When generating high-res photos in-house, sellers should follow Amazon’s site standards, which lays out all of the important best practices. Overall, images should be cover art or a professional photo of the product that fills the frame, as illustrations and drawings of products are prohibited.
Amazon also recommends creating images that are in focus and professionally lit, using realistic colors and smooth edges, against pure white backgrounds. Additionally, images must feature the product filling at least 85% of the frame, except for Books, Music, and Video/DVD images, which must include front cover art that fills 100% of the frame.
Make sure your photos highlight product benefits and uses, clearly show your brand if you are selling private label items, and are at least 1000 pixels in height or width so that customers can zoom in and out on features with Amazon’s zoom capability.
3. Automate repricing strategies with best-in-class technology
The landed price (the total price of the item plus shipping) is a high-impact variable that greatly influences who becomes the Buy Box winner. Pricing is crucial to improving Amazon sales because it is the only variable that can be controlled by the sellers directly and instantly.
The higher a seller’s performance metrics are in relation to the competition for a specific product, the higher the price may be raised while still holding on to a healthy share of the Buy Box.
Amazon sellers can ensure that their prices are always being optimized in real time based on key operational data by using an algorithmic repricing solution like Feedvisor’s award-winning platform, which uses “AI-driven” technology to continuously drive demand and profit.
However, repricing technology is not only for competitive Buy Box sellers. Dynamic pricing also plays a critical role for private labels and brands who already own the Buy Box but must account for other factors that impact the demand and prices of their products.
For example, Feedvisor’s ProductSphere™ pricing technology helps brands and private labels avoid missing out on the profit potential of dynamically adjusting prices on a more active and informed basis rather than making manual adjustments based on gut instinct just once a month or quarter.
Using machine-learning technology, ProductSphere™ maps their direct and indirect competition, identifying competing, complimentary, and substitute products that impact their item’s demand and sales, even though they are not directly competing for the Buy Box.
Additionally, by leveraging dynamic pricing technology, private labels and brands can increase market share, optimize sales rank, and automate product pricing processes across their entire inventory while finding the right balance between revenue and profit.
Another aspect that makes some sellers uneasy is going head-to-head with Amazon. However, it is, in fact, possible to beat the e-commerce giant to the Buy Box, and can be accomplished by aiming to perfect at least one of these areas: more product availability, faster shipping time, and a better price.
It is also common that Buy Box winners will capture the space despite having higher prices than their competitors — they simply maintain better performance metrics when it comes to availability or shipping. With all of this in mind, it is clear that pricing plays a massive role in maintaining consistent conversions once you have captured the Buy Box.
Since it can become immensely monotonous and time-consuming to monitor the millions of price changes that occur daily across Amazon’s competitive landscape, implementing an AI-driven repricer like Feedvisor can help you maximize and maintain your Buy Box share at better prices and while freeing up time for you to focus on other high-priority business goals.
4. Monitor customer reviews regularly
An optimized product listing does not end with just the product details. Amazon customers rely heavily on reviews to determine whether they are willing to move forward with making a purchase.
Amazon sellers should prioritize getting honest, positive reviews as often as possible, an exercise that will bring their page more traction and visibility. This may be easier said than done, though, as Amazon no longer gives merchants the option to respond to reviews left on product listings. Brands and sellers are still able to respond and provide assistance through the feedback channel on Amazon.
Another major factor is ensuring a product receives a good star rating (four or higher), which will drive it towards the top of Amazon’s search results more frequently. It is important to check in on your reviews in order to act upon any negative ones as soon as possible and demonstrate how your store prioritizes customer satisfaction.
Finding innovative ways to keep lines of communication open with your customers is important so they know that your business is approachable and will act fast to turn any negative interactions around.
5. Grow brand awareness and customer loyalty
Differentiate yourself from your competitors by engaging with your customers and getting involved in their buying process to make it the most enjoyable experience. This will foster their trust and recurring engagement, which will eventually transform into customer loyalty.
Amazon recently unveiled its Manage Your Customer Engagement tool, which gives shoppers the ability to opt-in to your brand promotions by selecting a follow button located on your storefront, Amazon Live videos, and other areas. This new feature is great for brands, as they can now send promotional emails directly to consumers who choose to follow them, thus fostering more brand awareness and loyalty.
For entrepreneurs and businesses partnering with Amazon via their third-party platform, they receive front-row access to Amazon’s dedicated and loyal Prime members and then need to put in the work to maintain the attention of that audience. Given Amazon’s massive amount of marketplace traffic, it is a great opportunity for brand-building and exposure.
When selling products on Amazon, it is crucial for sellers to establish their own strategies according to their specific business goals – it is not one size fits all.
The best way to ensure Buy Box strategies align with your business goals is to utilize a holistic, “AI-first” optimization technology that can provide real-time, actionable insights and create automated processes for driving sales growth.
Learn what Feedvisor can do for your business.
When you partner with Feedvisor, you automatically receive access to our true, AI-driven technology and hands-on team of e-commerce experts. Contact one of our team members today to learn more about our end-to-end solution for brands and large sellers on Amazon, Walmart, and e-marketplaces.