3 mistakes that are stopping you from selling on Amazon - and how to fix them to boost your visibility and maximise your sales.
Thomas Hjul Alstrup
Selling your products on Amazon is a journey full of pitfalls – most only discover them once they are in the thick of it. That is why we always recommend that new Amazon sellers partner with an experienced Amazon agency such as WeMarket right from the start, to ensure you get off to the best possible beginning. This is especially important on Amazon. Here, we explain why this is crucial on Amazon, and highlight the most common mistakes you should avoid.
When listing your products on Amazon, it is essential to provide clear and concise descriptions in the relevant language, explaining the main benefits of your product. If Amazon shoppers visiting your product page cannot see within seconds why your product is a great investment, you will lose out on many sales. Therefore, ensure your product title and especially the first two bullet points highlight the most important product benefits and purchase arguments for potential customers. Most Amazon users make their buying decision within a few seconds, so you have only a brief window to convince them before they leave your page.
However, this does not mean the rest of your product description is irrelevant. Quite the opposite – these sections play a vital role in Amazon SEO. For this reason, we always recommend that before translating your existing product texts from your website, you conduct a thorough SEO analysis to identify the keywords and phrases your Amazon descriptions should include. This will help ensure your products appear on page 1 of search results for the most relevant queries. Even if you have already optimised your texts for SEO, remember three things: Firstly, Amazon is a closed system where search terms and user behaviour can differ significantly from what you see on Google. Secondly, search patterns change over time – it is important to continually optimise your texts. Thirdly, search trends can vary by country and culture, so a keyword that is hugely popular on Amazon Germany may barely be searched for in Italy.
To sum up, always place your most compelling purchase arguments at the top of your Amazon product descriptions where they get noticed first. And before finalising your texts, ensure you have carried out a comprehensive SEO analysis so your descriptions contain the right keywords to attract relevant traffic to your product pages.
As mentioned above, it is crucial that visitors to your Amazon product page are immediately presented with your key selling points in writing. This is even more important when it comes to your product images. As you may already know, attractive and compelling images are often the deciding factor in whether a customer adds your product to their basket. Conversely, poor or confusing images can have the opposite effect.
Amazon allows you to upload several product images to your listings, but it is essential that you select the images that are most persuasive for new potential customers and place them first in the sequence. Remember, the first product image is also the one shown alongside your product title in search results. If you can use a more eye-catching image than your competitors, you instantly gain an advantage.
If you, as we almost always recommend, have also created A+ Content and a Brand Store for your products on Amazon, it is equally important to ensure high-quality visual content to maximise your results.
Well-written, SEO-optimised texts and great product images are rarely enough on their own to drive sales – the competition on Amazon is simply too fierce. To supplement the organic sales generated by your product page content, we always recommend allocating resources to plan and execute well-structured marketing campaigns on Amazon. There are three main types of campaigns: Sponsored Products, Sponsored Brands and Sponsored Display. All three are designed to increase your visibility in the places that matter most for your business – for example, at the top of page 1 in search results for selected product searches, or alongside your competitors’ listings. As these campaigns are, of course, not free, it is vital to set them up in a way that maximises your chances of reaching the right Amazon users and generating a positive return. You should also be ready to continually evaluate and optimise your campaign strategy, responding to changes in user search patterns and competitor actions. As we like to say: “Amazon never sleeps and neither should you“.
If you would like help increasing your sales on Amazon, feel free to email us at kontakt@wemarket-digital.com or call us on 70 44 42 88.
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