Tactic #1: Before launching a product, see what’s selling.
Before launching a product on Amazon, it’s best to take a moment to see what else is selling in your market. See what has the highest number of positive reviews, and which products show up at the top of Amazon’s search for major keywords related to what you’re offering. You don’t want to copy the product exactly of course, but it can give you ideas of what’s working, and what isn’t, simply by comparing and contrasting the successful products and the failures.
Take some time to read the reviews (both the positive ones and the negative) to see what features and benefits people liked about the product, what they didn’t like, and what they found wanting, then create your own products accordingly.
Tactic #2: Remember, people DO judge a book by it’s coverer.
There’s a common saying, “never judge a book by it’s cover”. But, the reality is, famous authors are very careful about the titles of their books and how they design their cover, because they know that people DO judge a book by it’s cover. This is true for selling a product on Amazon as well (Kindle or otherwise). When it comes to the name of your product, or the packaging label, this is something to keep in mind. Take a look at other products in your market and see which product appearances sell well.
It’s important not to think you can simply hire any graphic designer, no matter how cheap, have them create any product label, logo, etc, and then bring that product to market successfully. Hire a good graphic designer and be mindful of how you design your product’s packaging. Some graphic designers are good, but aren’t necessarily really expensive, so if you’re on a tight budget, then take time to vet cheaper graphic designers to find the one who you think can do the best job for your product.
Tactic #3: Write Copy that sells.
When it comes to what you write on the Amazon page, remember that what people read is often the deciding factor in whether they buy your product or not. If you’re not a Copywriter, don’t make the mistake of thinking that you can write Copy well. Either study copywriting, or hire a professional to write your product descriptions (and landing page copy). There’s a reason that any business selling any high-ticket item only want to hire the best salespeople. Your sales copy for your product is even more important than that however, because everyone’s going to read the exact same thing before deciding whether or not to make a purchase. Copywriters are often the most expensive part of any marketing campaign, but there’s a good reason for it; they’re the ones who get your products to sell.
Tactic #4: Get a lot of good reviews.
When it comes to Amazon, it’s no secret that reviews are exceedingly important. People often choose one product over another, simply because of the reviews. Part of this, of course, is just having a high quality product, because naturally, the value of what you’re offering will affect the reviews it receives. However, there are other things you can do to affect this as well. Make sure, for example, that you’re always providing excellent customer service. Great customer service can prevent a lot of bad reviews from popping up on your page to begin with.
Tactic #5: Optimize your listing for success.
It’s important when you’re creating your listing, that you optimize it for the keywords which people are most likely searching for when they’re looking to buy your product. While you’ll of course show up for your exact product name, people usually aren’t going to type that in, and if they do, they’re probably going to buy your product anyways. Make sure to include keywords which people who aren’t familiar with your product are searching for. For example, if you’re selling a spatula, words like “durable spatula”, “metal spatula”, etc, might be what people are searching the most for. Amazon’s auto-search feature will give you an idea what keywords your audience is searching for, but keyword search tools are very useful for this also.
Tactic #6: Price your items properly.
When you’re selling an item on Amazon, oftentimes, price can make or break your break your product. Obviously, if your competitors are selling what’s perceived to be the same product at a lower price, then chances are, you’re going to have a difficult time making sales. If your product IS more expensive than competitors, make sure it’s clear in your copy how your product offers more value to justify the extra cost.
However, don’t just assume that lower always means better. In some cases, if your price is too low, people won’t buy your product because they expect to pay more, and the price just seems suspiciously low to them. There’s been many instances where sellers have increased their prices, and subsequently increased sales as well. Price testing can be done by split-testing different prices on landing pages outside of Amazon with paid traffic.
Tactic #7: Build a landing page for direct response advertising.
When determining where your item will show up in Amazon searches, the main thing taken into consideration is sales volume. This is subject to change of course, but chances are, there’re a lot of good reasons for this, and it probably won’t be changed anytime soon. That being the case, it’s probably best to run a direct response advertising campaign outside of Amazon where the buy button leads to your Amazon page. Even if you’re only able to break even, or have to take a slight loss on the whole, you’ll be helping your business by drastically increasing your sales volume through Amazon. A good landing page with good copy and targeted traffic is obviously going to be important in order for this to work.
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