Amazon Essentials: Key Take Aways
A lot of the nerves (as well as the excitement) around Amazon’s arrival to Australia for retailers is the element of the unknown. But in reality, it is known: Australia can look globally to understand the impact Amazon will have and most importantly, can know how Amazon thinks before it arrives to really understand how to leverage the opportunity.
To help retailers prepare, we held a webinar focusing on what retailers can do to ensure their businesses thrive (not just survive) when Amazon launches in Australia. Below are three actionable takeaways from our presentation that you can focus on as Amazon’s entry to Australia gets closer.
- Customer engagement
Think of Amazon not only as an e-commerce marketplace but as a consumer engagement platform. How?
Encourage reviews (preferably positive reviews!). Amazon weighs the number and ranking of reviews very heavily. Make sure your service leads to satisfied customers and that those customers are encouraged to write a review.
Prioritise responding to all feedback. The quality and speed of responses impacts your seller rating which impacts your visibility.
Monitor the competition. Price monitoring and title descriptions are crucial to staying ahead.
Take advantage of marketing tools. There are several paid tools that can boost product visibility including sponsored products, headline search, product display ads. Ensure you’re on top of these as well as prioritising Buy Box placement strategy so that you are seen.
Fulfilment. While Australians await more information about what fulfilment options will be available from Amazon it’s important your fulfilment system works flawlessly. It means you are more likely to receive positive reviews and that you will be more visible.
- Optimise Listings
Some large retailers have been vocal about Amazon simply competing on price. Yet we’ve already seen that this isn’t the case. Amazon is all about the customer. Great value is always going to be front of mind when it comes to the customer journey, but that’s not the whole picture.
Many retailers have invested a lot of time, energy and budget into developing product data for their websites. The good news is that a lot of the work is transferable. Amazon is a data-driven company, and products with better quality data will perform better.
While you may be used to optimising content for search engines, optimising for product listings on Amazon search is different. You will need to get into a pattern of:
- Researching similar products to see what listings appear with words you may not be using
- Using single words rather than phrases (because consumers may not use those exact words in that exact order and that would prevent your product appearing)
- Ensuring you don’t repeat words from your product title
- Utilising the hidden key fields to use synonyms and abbreviations that consumers may use to find you
Products listed on Amazon need to have a strong, descriptive title incorporating the product’s benefits and a detailed product description which includes all technical product data. Images and video are also essential.
- Long Term View
Amazon will have an effect, though it may not take place straight away. This is why it is important to think long term. We’ve previously talked a lot about the Buy Box and why sales history is important. To find out more, read our post Practical Preparation for Amazon’s Launch. This is why we recommend starting the investment when you can. It means that prior to Amazon’s arrival, now is the time to start training your team, upskilling, strategising and getting Amazon-ready. Part of this strategy is to know that you may not get overnight results, and this will already put you ahead of the competition.
What to know more about what to expect? Contact us today with any questions you might have about your business and Amazon’s arrival.