Amazon has been blooming for a decade yet given the world situation we are in today, it became even more popular and attracted more brands that are now transacting through Amazon. It started off as a simple product search platform and gradually became a complex instrument for generating sales that not everyone can use successfully ad hoc anymore. More and more professional agencies explore possibilities and ways to optimize the conversion rate using this great engine. The reason for this is that the biggest drivers for successful Amazon retail stories have become more accessible than ever before.
John Ghiorso discusses How to sell more on Amazon in this expert sales interview, hosted by John Golden.
This expert sales interview explores:
- What are the main characteristics that affect overall business potential on Amazon
- How customers should be approached
Retail Readiness and Importance of Content
Practically, what is highlighted as the prime principle is something people in Amazon business call – Retail readiness. This is basically having all the important questions regarding the product covered in the most efficient way. Some of the most valuable questions are: “Is the product available to ship prime?”, “Is the price right?”, “Do we have products in stock?”, “Do we have a full page of details set up?”
After that is covered, we need to focus on Organic reach. Making sure that content is updated and set up in the most prominent way to be found gives an essential advantage. Maximizing the conversion this way helps businesses in both the short and long run simply because it means that customers get all information needed. In summary – this usually means that we managed to evoke the most important feeling with customers – satisfaction with making a good purchase
The biggest driver
Advertising traffic matters. We need to focus on search. Think in terms of Google Adwords, relevant keyword targeting, positioning ads. Even though paid media can be a double-sided sword, it can still maximize the volume and target your customers with great precision. Retailers should also keep in mind that there are interesting third party technology options for advertising and optimizing content too. Although it is similar to SEO set up, on Amazon, we need to pay attention not to sound too unnatural as SEO wording sometimes tends to sound.
In summary, it is useful to know that Amazon has 3 main roles that are creating the drive:
1. Role of a large and serious retailer
2. Activities of the fastest growing advertising platform
3. Countries’ most important products search engine.
In order to maximize the potentials, these three should never fall apart.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.