Amazon Marketplace is increasingly one of the first places that ecommerce customers are beginning their searches - but to capitalise on the platform’s enormous reach, it’s vital to understand the essential elements of selling, serving and thriving in 2024.
In this short blog, Amazon expert and Evergreen Finance Head of Performance Marketing Dan Saunders shares his insights.
From customising content for international audiences, to going the extra mile with multilingual marketing and promotion, Dan shares his thoughts on the many steps that brands can take to grow profitability and protect margins.
For us at ICS-translate, often we see brands hit a ceiling in their growth on Amazon and other digital marketplaces where they reach a natural peak - for the most ambitious brands, going international can open up entirely fresh opportunities and faster growth.
After all - 20% growth in a new market is preferable to working extensively to grow just 2% in your ‘home’ market.
With this growth-oriented approach in mind, we started off by asking Dan the key question: who is best placed to succeed on Amazon Marketplace?
Dan Saunders: There are definitely two types that gain the most from selling on Marketplace:
Wholesalers
These businesses are the ultimate deal-finders and this is what marketplace buyers are looking for - the lowest price possible.
It's a win-win because Amazon benefits from a vast and varied product catalogue, which its buyers want, and you then get rewarded by their algorithm.
Private Label Sellers
By designing and selling their own unique products, they often find gaps in the market or offer alternatives to existing brands at competitive prices.
These work best where sellers provide products where customers are unhappy with current options, or in categories ripe for innovation. Think of them as creative minds who are constantly upping the game by offering fresh takes on familiar products.
For those who can innovate and market their product offerings, or use the reach Amazon provides to make low cost sales a highly profitable endeavour, there’s still the question of how to scale globally. So, how can Amazon Marketplace listings be best customised for international audiences?
Dan Saunders:Short answer, make sure you're appearing on the relevant Amazon domain the your buyers.
For example .co.uk and .com are more or less the same but just want different details and still want relevant terminology ( Colour vs Color). Longer answer, here's a list of what I've seen people get wrong.
Accurate Translations: Hire professional translators/natural language speakers who understand the nuances of the target language and can localise the message for cultural relevance.
Product Information Optimisation:
Currency and Pricing: When writing prices in free text categories make sure you display prices in the local currency and ensure they are competitive within that market otherwise, what's the point?
Shipping Information:Clearly outline shipping costs, estimated delivery times, and any potential customs fees for international orders, if you get these wrong, you will lose customers, and have products rejected and sent back.
Images and Videos:
Localised Videos: If you have product videos, you definitely need to create versions with translated voiceovers that are not subtitled instead of translating
What are the best ways to promote products on Amazon?
Dan Saunders: Here is 15 years' worth of knowledge in one go:
Picture Perfect Photos: Amazon shoppers love to see what they're buying. Invest in high-quality photos that show off your product from all angles and close-ups that highlight all the cool features. Think of it like showing off your product to a friend!
Titles & Descriptions that Pop: Craft catchy titles that are clear and packed with keywords people might search for. In your descriptions, ditch the boring jargon and tell a story about your product. What makes it special?
How will it make someone's life better? Use bullet points to make it easy for people to scan and find the info they need.
Secret Weapon Keywords: There's a hidden section for keywords you can't see, but Amazon's search engine can! Stuff this section with extra keywords that describe your product but might not naturally fit in the title or description.
Reviews & Ratings: The Trust Builders
Get the Green Thumbs Up: Positive reviews are like gold on Amazon. After someone buys your product, politely ask them to leave a review to share their love (or if they have any issues, ask them to reach out to you directly). Good reviews build trust and convince others to take a chance on your product.
Respond to Reviews Every Time: Whether someone raves about your product or has a not-so-great experience, respond to all reviews. Thank folks for the positive feedback and show you care about the not-so-positive ones by addressing their concerns professionally.
Amazon Ads: Get Seen by the Right People
Targeted Ads that Work: Imagine showing your product to people who are already searching for stuff like it! Sponsored Products Ads do just that. You only pay when someone clicks on your ad, so it's a win-win.
Showcase Your Brand: Sponsored Brands Ads are like fancy billboards on Amazon. They put your brand and multiple products front and center on search results pages, grabbing attention and sparking interest.
Don't Forget Other Ads: Amazon has a whole toolbox of advertising options. Sponsored Display Ads can reach customers browsing other websites, not just Amazon.
Spreading the Word Beyond Amazon
Social Media Buzz: Tell the world about your awesome products on social media! Share high-quality pictures and videos, post interesting content, and use relevant hashtags to get people talking.
Influencer Help: Team up with social media stars in your niche to promote your products to their audience. People trust people they follow, so influencer marketing can be a powerful tool.
Email Marketing Magic: If you have an email list, send targeted promotions featuring your Amazon listings. Offer exclusive discounts or deals to sweeten the pot and get more sales. Just be sure you're not spamming people!
Content Marketing: Be a Know-It-All: Create blog posts, articles, or videos related to your products. Share your expertise and establish yourself as a trusted source. When people see you know your stuff, they're more likely to check out your products on Amazon.
Get the Press Talking: Is your product new and innovative? Shout it from the rooftops! Craft a press release or try to get your product reviewed by journalists or bloggers.
Taking a really energetic approach to on- and off-platform promotion is something many of the most successful sellers commit to - but not everyone has this dedication. That means, in spite of there being so many other sellers, there is room to compete.
Finally, we asked Dan to share some bonus tips to help brands go beyond the baseline to maximise conversions:
Dan Saunders: There are many extra ways to earn clicks - and sales - on Amazon. My favourite approaches include:
Deals and Steals: Strategic use of coupons, limited-time offers, and flash sales can attract new customers and boost sales. Everyone loves a good deal!
Be the Buy Box Boss: The Buy Box is the golden spot on a product page where people can add your product to their cart. Optimising your listing, offering competitive prices, and having fast fulfilment can increase your chances of winning the Buy Box and getting more sales.
Track and Analyse Like a Pro:Don't just guess what's working! Use Amazon Seller Central analytics to see how your listings and marketing efforts are performing. Use this data to identify what's converting and what needs improvement.
For brands who localise effectively and understand that products may appeal to different audiences in different ways in different countries, there is ample room to grow in spite of the presence of competitors.
Tracking and analysing results at a granular level - in terms of digital metrics and the raw numbers in terms of dollars and cents or pounds and pence is key - and may highlight some welcome surprises about where to prioritise translation and local marketing efforts.
Thanks again to Dan for taking part - and thanks for reading.
