amazon search secrets: building a brand on amazon

Amazon Search SecretsBuilding a Brand on Amazon

Paul Johnsonco-founder

Paul Johnson - Co-Founder● 8 years in Ecommerce● Multiple million dollar E-commerce startups● Co-Founder of Seller Labs

Seller Labs

● Thousands of Merchants● Millions of Orders● Over 1 Billion Amazon third party sales in 2014

Who Is This For?● Brand Owners● Exclusive Resellers● Resellers interested in launching their own brand

US Online Retail Sales

http://www.top500guide.com/

3 Times More Product Searches than Google

http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=1&

The Future of Storefronts● “Forty-eight percent of all

purchase decisions made in the US-that’s $1.5 trillion-are now influenced by digital decisions” (Goldberg, 2015).

● “REI recently disclosed that 75% of REI’s in-story shoppers have visited the retailer’s website in the seven days prior to a store visit” (Goldberg, 2015)

http://www.mediapost.com/publications/article/245182/hey-who-moved-my-storefront.html

Product Discovery ● Millions of consumers start their product search on Amazon. ● Many shoppers use Amazon content and reviews to help make

purchasing decisions elsewhere.

The Walmart Effect

Amazon’s Search Challenge

With more than 1 Billion products how does Amazon show the most relevant items?

Pat Petriello The Amazon Whisperer CPC Strategies

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Super Geniuses in Silicon Valley

Amazon Cloud Search

What Does Amazon Say About Search?● Search is the primary way customers locate products● Searches are matched against listings

https://sellercentral.amazon.com/gp/help/help-page.html/ref=ag_10471_cont_scsearch?ie=UTF8&itemID=10471

What Does Amazon Say About Search? (cont.)

● Well-chosen keywords increase a product’s visibility

● The number of views for a product detail page can increase significantly by adding just one additional search term

What Does Amazon Say About Search? (cont.)● Factors that determine search results

○ Price○ Availability○ Selection○ Sales

● Sales drive placement

Now We’re Getting Somewhere

Two key factors

Relevance Conversions&

TitleSearch Relevance Impact Conversion Rate Impact

Search TermsSearch Relevance Impact Conversion Rate Impact

None

ImagesSearch Relevance Impact Conversion Rate Impact

PriceSearch Relevance Impact Conversion Rate Impact

Fulfillment ChannelSearch Relevance Impact Conversion Rate Impact

DescriptionSearch Relevance Impact Conversion Rate Impact

BulletsSearch Relevance Impact

Debatable

Conversion Rate Impact

ReviewsSearch Relevance Impact Conversion Rate Impact

Review Secrets● Offer great customer service● Email every customer at least once.● Leave a note in your packaging

Conversion Secrets● Know Your Numbers● Optimize Your Listings to convert● Send highly converting traffic to your listings

Super Secret Tricks● Parent Children: Having variations on the same listing combines activity especially

sales on one main listing.● Super URL: You can send traffic to Amazon and target specific keywords using this

method● Brand Names: Brand names that contain keywords may help products rank● MPN: Part numbers that contain keywords may help products rank● Category: Placing your item in a less competitive category can help you achieve

better placement in that category○ Ask for category managers if you don’t get the response you desire

5 Key Take Aways● Optimize your listings for keyword relevance● Optimize your listings for better conversions● Develop a strategy to encourage quality reviews● Drive highly converting traffic to your listings● Leverage FBA if possible

Fin