Practical Preparation for Amazon’s Launch
Amazon’s launch in Australia is imminent. Some sources say it could be as soon as next month. Retailers are doing their best to plan and prepare. Truly understanding what’s required is the first step to launching with success. There’s nothing like having all your processes and procedures sorted before launch while your competitors are scrambling to play catch-up post-launch!
1. Optimise Your Product Listings
We’ve said it once, and we’ll say it again: Amazon is all about the consumer. The same is true for writing your product listings. It’s essential to put yourself in the mind of your customer. If they’re looking for your product, how are they going to search for it?
Amazon has changed the way that shoppers search online. Over half of U.S. consumers actually start their product searches on Amazon compared to just over a quarter who start with Google. It’s a domino effect: Amazon changes the retail landscape, consumers change the way they think, retailers change the way they operate. If you’re a retailer that’s not thinking like a consumer, then you’re not thinking in Amazon’s terms.
Keep in mind that while you may be used to optimising content for search engines, optimising for product listings on Amazon search is different. Here are some suggestions:
1. Research similar products to see what listings appear with words you may not be using
2. Use single words rather than phrases (because consumers may not use those exact words in that exact order, which would prevent your product from appearing in search results)
3. Ensure you don’t repeat words from your product title
4. Utilise the hidden key fields to use synonyms and abbreviations that consumers may use to find you
Read our eBook for more tips to succeed on Amazon.
2. Win the Buy Box
There’s only one Buy Box available per item, so be prepared for competition. Although Amazon’s formula for calculating the Buy Box isn’t public, clear factors to consider include:
1. Competitive price
2. Positive customer feedback metric
3. Fast and efficient delivery
4. Volume of inventory
5. Low refund and return rates
Plan for and implement key strategies in preparation for the Buy Box battle. Start by finding out more about the Algorithmic Repricer for Amazon.
3. Be Ready
Amazon has made it clear that sales history plays a huge role in winning the Buy Box and establishing trust. Since there is no way to magically establish a sales history, what will separate you from your competition is being prepped and ready to launch when Amazon’s portal open. Many retailers will be taking a wait-and-see approach. Others will be learning as they go. If your inventory and processes are sorted now, you will be in the perfect position to start selling and establishing your sales history from the get-go.
Don’t be left behind; get ready for this opportunity now. Contact us today to talk with one of our e-commerce consultants so you’ll be set up for Amazon success.