If you find that your sales figures on Amazon are not meeting your expectations, or if your sales have suddenly dropped or stagnated, the most important thing is to sit down and try to identify the reason or reasons behind these disappointing results. After all, if you do not know exactly what the problem is, how are you supposed to solve it?
That said, it is always best to be one or several steps ahead of any negative trends in your sales figures, and there are actually a number of things you can do to prevent a decline in your Amazon sales. In the following, we will highlight some of the most important ones, so you can sell more on Amazon.
In this article, we cover the following key points:
- Keyword analysis
- Invest in new and improved content
- Keep an eye on your competitors
- Invest in more and better customer reviews
- Invest in external traffic
1) Keyword analysis
The vast majority of product searches on Amazon are made – just as we are used to on Google – by users entering a search phrase in the search box relating to what they are looking for. To maximise the chances of your products appearing at the top of the results page, it is crucial that you carry out a keyword analysis, so you know which relevant search terms you should include in your product descriptions and focus on to capture attention.
You should not only look at which relevant keywords have the highest search volume, but also consider how competitive each keyword is. Depending on your situation, it may make sense to focus on a keyword with slightly lower search volume but far less competition, making it much easier for you to rank highly.
Furthermore, it is important to carry out keyword analyses on an ongoing basis, as user search patterns and keyword competitiveness are constantly evolving.
Read more about Amazon SEO here.
2) Invest in new and improved content
On Amazon, it is often high-quality, appealing product images and videos that persuade customers to make a purchase. As mentioned above, a well-written description with the right keywords is extremely important for helping Amazon users find your product. However, we must also acknowledge that very few Amazon users sit down and read a long product description from start to finish before deciding whether to add your products to their basket. Therefore, it is essential that you always ensure your product listings feature attractive and relevant images that not only draw people in, but also inform and convince them to choose your product over the competition.
This does not only apply to your product listings. If you have registered your brand in Amazon Brand Registry and subsequently set up a Brand Store for your brand and products, it is also important that you use striking and impressive product images and videos to present your brand in the best possible light to Amazon customers.
3) Keep an eye on your competitors
A crucial element in sales has always been having an overview of your competitors. Amazon is no different in this respect. You should always keep a close eye on what your direct competitors are doing, and whether any new ones are emerging. Of course, you should always monitor their pricing, but also pay attention to whether they are presenting their products in a more appealing way than you, or if they are better at highlighting their product benefits.
If you are selling exactly the same product as other sellers on Amazon, this becomes even more important, as securing the all-important “Buy Box” is key. The seller whose product page holds the Buy Box for a particular product will appear first to Amazon users, ahead of other sellers. Who gets the Buy Box is determined by an algorithm that considers various factors, such as pricing, previous sales figures, customer reviews, and so on.
4) Invest in more and better customer reviews
As mentioned above, customer reviews of your product are also extremely important for your sales performance on Amazon. We know that many Amazon users look closely at reviews before making a purchase decision, but plenty of positive customer reviews will also help your product rank better and ensure Amazon’s system shows your product to potential customers ahead of a competing product with fewer or poorer reviews.
You should always be working to maximise both the number and quality of your reviews. If you have only recently started selling your products on Amazon, you may not have many customer reviews yet. However, you can actively speed up the process by enrolling your products in Amazon’s Vine Programme. If Amazon approves your products, you will be able to send them out to ordinary consumers who have signed up as product testers, allowing you to collect up to 30 customer reviews in a relatively short period.
5) Invest in external traffic
To boost your sales on Amazon, you also have the option to run campaigns outside Amazon (for example, via Google Ads or your own website) to drive more users to your product pages on Amazon. As previously mentioned, increasing your product sales on Amazon is one of the factors that can help Amazon’s algorithm rank your products higher compared to competing products. Therefore, investing in external traffic to Amazon can really pay off in the long run. As also highlighted above, it is vital to collect as many positive customer reviews as possible for your product listings, and the potential for a positive customer review is typically highest from a consumer who has first visited your company’s website before (hopefully) completing their purchase on your Amazon product page.
If you would like support to sell more on Amazon, please feel free to email us at kontakt@wemarket-digital.com or call us on 70 44 42 88.
