mehroz@eqappo.com
HOW TO USE AMAZON POSTS TO GAIN BRAND VISIBILITY IN 2024
Establishing a strong brand identity on Amazon is crucial to keep your business profitable in the long term. But, with millions of product options available to consumers and countless sellers competing for their attention, standing out as a recognizable brand on Amazon can be challenging.
However, by leveraging Amazon’s powerful ecosystem and utilizing features like Amazon Posts, sellers can overcome these obstacles and build a distinct brand presence that resonates with customers. Read on to learn more about Amazon Posts and how you can use them to gain brand visibility in 2024.
TABLE OF CONTENTS
- What are Amazon Posts?
- Understanding how Amazon Posts works
- Unique propositions of Amazon Posts for sellers
- Steps to get started with Amazon Posts
- How to use Amazon Posts to increase visibility and build brand identity
- Use captivating visuals in your Amazon posts
- Engage customers with compelling text
- Tag high-performing products in your Amazon posts
- Schedule your Amazon posts
- Track and analyze the performance of your Amazon posts
- On an ending note
WHAT ARE AMAZON POSTS?
An image-based browsing feature inspired by social media, Amazon Posts helps sellers create product-related content showcasing the offerings within the Amazon ecosystem. It enables sellers to connect with millions of shoppers in a format that evokes a sense of familiarity. Amazon Posts look and feel like regular social media posts, but they’re a step ahead as customers can easily access the product purchase page behind these eye-catching posts with just one click. Using this feature for promotion fosters brand awareness and product discovery, ultimately driving traffic to Amazon product listings.
UNDERSTANDING HOW AMAZON POSTS WORKS
- Sellers use eye-catching visuals and compelling captions to create posts that feature their products.
- These posts surface within the Amazon platform on product detail pages, category feeds, and related product feeds.
- Shoppers discover such posts that highlight different aspects, such as product benefits or a brand story, while browsing on Amazon.
- Clicking on a post directs shoppers to the product detail page to learn more or make a purchase.
UNIQUE PROPOSITIONS OF AMAZON POSTS FOR SELLERS
- Mobile app exclusive: Amazon Posts is currently only available on the Amazon mobile shopping app and on the mobile web. By catering specifically to the burgeoning trend of mobile shopping, it empowers sellers to tap into a vast and ever-expanding mobile user base, offering unparalleled exposure and engagement opportunities.
- Cost-effective: Amazon Posts offer sellers an opportunity to promote their products for free across the platform. With this, they can showcase their products to millions of Amazon shoppers without additional advertising costs.
- Engagement opportunities: Amazon Posts allow sellers to create engaging content where customers can interact directly by liking, commenting, and sharing. This fosters a sense of community and trust, allowing sellers to connect closely with their target audience.
- Increase brand awareness: Sellers can increase their brand visibility and recognition among Amazon shoppers by appearing in curated feeds.
- Drive traffic and sales: Each post links directly to the product detail page, helping sellers drive traffic and potentially increase sales for featured products.
- Integration with Amazon advertising: Amazon Posts can complement existing advertising strategies, providing sellers an additional avenue to reach customers and enhance overall marketing efforts.
- Measure the performance of your Posts: As with any other advertising tool on Amazon, you can measure your content’s performance. Sellers can review metrics tracking impressions, engagement, and engagement rates for each of their posts, which can help them refine their strategies and optimize the content of their posts for better results.
Thus, as a seller, you can leverage this social media-inspired feature to showcase products in an attractive manner that directly engages your customers. However, an important point to note is that while Amazon Posts is a powerful promotional feature, it’s not available to all sellers. To leverage it, you must be registered with the Amazon Brand Registry program and have an active Amazon store within the US.
STEPS TO GET STARTED WITH AMAZON POSTS
Step 1. Log in to your ‘Amazon Seller Central’ account using your credentials.
Step 2. Once logged in, locate the ‘Advertising’ tab in the top navigation menu.
Step 3. From the dropdown menu under the ‘Advertising’ tab, select ‘Amazon Posts.’
Step 4. If it’s your first time accessing Amazon Posts, you’ll be prompted to set up your profile. Provide basic information about your brand, such as your brand name, logo, and description.
Step 5. After setting up your profile, click on the “Create Post” button to start uploading images, writing captions, and tagging relevant products in your posts.
Now that you’ve learned how to set up your Amazon Posts account, let’s explore how this powerful feature can help you leverage one of its primary benefits: gaining brand visibility!
HOW TO USE AMAZON POSTS TO INCREASE VISIBILITY AND BUILD BRAND IDENTITY
As merely offering products is no longer sufficient in a marketplace saturated with sellers, establishing a distinct brand identity has become imperative! Amazon Posts offer you a unique opportunity to not only increase store visibility but also engage directly with customers in a way that fosters brand trust and loyalty.
Here are a few things you can do to integrate Amazon Posts into your marketing and branding strategy. These tactics can help you remain agile and adapt to evolving market trends, ensuring sustained visibility and relevance in 2024 and beyond.
1. USE CAPTIVATING VISUALS IN YOUR AMAZON POSTS
- High-quality images: Showcase your products in a visually appealing way by using clear, well-lit photos that highlight the product features. Consider incorporating lifestyle images to demonstrate how your products are used in real-world settings. For example, showcase a cozy blanket draped over a couch for a homeware brand or depict a sports watch being used by an athlete during a workout.
- Short videos (optional): Take advantage of the ability to include short video clips to showcase product demonstrations. Leverage it to provide behind-the-scenes glimpses of your manufacturing process, team dynamics, or the craftsmanship behind your products. Videos offer an interactive and engaging way to connect with shoppers, allowing them to see your products in action and build excitement.
2. ENGAGE CUSTOMERS WITH COMPELLING TEXT
- Attractive headlines: Grab attention with clear and concise headlines to increase customers’ interest. Aim for headlines under 80 characters to ensure clear visibility on mobile devices. Use simple, easy-to-understand language that conveys your message effectively. A good practice is to focus on the “what’s in it for me” aspect. Highlight the key benefit your product offers to the customer. Examples: “Effortless Organization: The Secret to Your Dream Kitchen” can be utilized to promote kitchen organization products such as storage containers, racks, or shelving systems.
- Informative captions: Go beyond the basic description of your product while writing captions. Share the inspiration behind your offerings, the values your brand embodies, or the problem your product solves in a compelling way. Use descriptive language to paint a vivid picture and evoke emotion in your audience. Use sensory details that allow viewers to connect with your product on a deeper level. Instead of simply stating, “This water bottle is durable,” describe how its double-walled insulation keeps drinks icy cold on a scorching summer hike.
- Call to action: Encourage engagement by prompting viewers to learn more, visit your product detail page, or follow your brand. A clear call to action encourages action and helps guide potential customers through the purchasing process.
3. TAG HIGH-PERFORMING PRODUCTS IN YOUR AMAZON POSTS
- Tag high-performing products: Strategically leverage product tagging to boost your brand credibility and drive more traffic to your top-selling products, enhancing visibility and maximizing sales opportunities. Feature your best-selling products or those with excellent customer reviews prominently within your posts and tag them accordingly. This increases the likelihood of viewers clicking through the offerings that have garnered positive attention.
- Focus on complementary products: Go beyond focusing on just the hero product. Consider including related accessories or complementary items from your brand that would naturally be used alongside the featured product. This creates a sense of discovery and encourages viewers to explore your entire product range.
4. SCHEDULE YOUR AMAZON POSTS
- Plan your posts: Develop a content calendar to maintain a consistent posting schedule and keep your audience engaged. Outline your content themes and schedule posts in advance to stay organized and on track. Consider factors such as seasonal trends, product launches, and promotional events when planning your Amazon posts content calendar. Be mindful not to go overboard with posting and maintain a balanced approach. This proactive approach ensures that you have a well-thought-out strategy to guide your posting frequency and content creation efforts.
- Post frequency: While there’s no set rule, aim for regular posting (e.g., weekly or bi-weekly) to stay relevant and connected with your potential customers. Consistency is key to building brand awareness and keeping your audience engaged.
5. TRACK AND ANALYZE THE PERFORMANCE OF YOUR AMAZON POSTS
- Track and analyze: Utilize Amazon Posts’ analytics to track performance metrics. Focus on key metrics like impressions, engagement (likes, comments, shares), and click-through rates (CTRs) on the posts. These metrics reveal how many viewers see your posts, how they interact with them, and how effective they are in driving traffic to your products.
- Continual improvement: Informed by data, you can refine your strategy for continuous improvement. Test different content formats (images vs. videos), themes (lifestyle vs. educational), and posting times to see what resonates best. If a specific product consistently underperforms in tagged posts, consider how you can optimize its presentation within your content.
ON AN ENDING NOTE
By harnessing the potential of captivating visuals and compelling captions, and with the help of a proper posting schedule, you can craft Amazon Posts that showcase your products, tell your brand story, engage your audience, and ultimately drive sales. However, it is important to remember that cultivating a strong brand identity is more than just visibility; it’s about creating meaningful connections with your customers. To stay relevant in the long run, focus on consistent efforts and adaptation. Stay updated about evolving market trends, monitor your performance metrics diligently, and continue refining your approach to resonate with your target audience. By embracing innovation and seizing the opportunities presented by Amazon Posts, you can certainly carve a distinct identity for your brand and thrive in the dynamic eCommerce environment.
FIND OUT HOW AMAZON BRAND REGISTRY WORKS AND WHY YOU MUST REGISTER YOUR BRAND ON AMAZON
Whether you are a bigger manufacturer or just starting with a small retail business, launching your products on Amazon is always profitable. But, without registering your brand on Amazon you may face some complexities. Moreover, Amazon Seller Brand Registry is not only important for managing online stores on Amazon but also to distinguish yourself from the competition in the market. It is yet another way to make permanent customers. Brand registry on Amazon is the first step towards becoming a huge brand in the eCommerce marketplace.
Let’s learn about the Amazon brand registry requirements, how to apply for it, and how to get approval in the quickest time. Besides, also learn what are the benefits you will get from registering your brand on Amazon.
TABLE OF CONTENTS
- Basics of Amazon Brand Registry
- Why is brand identity important?
- What is the Amazon Brand Registry Program?
- Amazon Brand Registry 2.0
- Why should a seller register his/ her Brand on Amazon?
- How to get a brand registry on Amazon?
- Requirements of Amazon Registry
- How to apply for the Amazon Brand Registry Program?
- How long does it take to get approval from Amazon for Brand Registry
- Benefits of Amazon Brand Registry Program
- FAQs on Amazon Brand Registry Program – Answered!
- Conclusion
WHAT IS AMAZON BRAND REGISTRY?
Amazon Brand Registry is one of the programs created by Amazon for trademarked brands selling on its marketplace. Whether you wish to sell via Amazon Seller Central or Amazon Vendor Central platform, brand registry on Amazon provides you better control and protection over your brand products and store.
As a seller on Amazon, you are here to maximize your sales and improve your brand impression. Of course, you will not want other sellers to hijack your product and sell on their behalf at their desired cost. To stop this you must register your brand on Amazon. Now, you must be wondering why brand identity is that important for a seller in today’s time. Let’s learn that as well.
WHY IS BRAND IDENTITY IMPORTANT?
Ever thought about how incredibly brands like McDonald’s and Coca-Cola have left an eternally memorable market in the audience’s head? The primary idea of brand registry on Amazon is that only. Some of the other reasons why brand identity is important for every seller irrespective of their business size are mentioned below.
- Customers will recognize your product by your brand name or logo and are more likely to stay loyal to your products.
- In this digital era, thousands of sellers are selling similar products, and hence, you need your brand identity to stand out in a crowded marketplace.
- Sellers or manufacturers with brand identity seem to be more experienced and professional, which results in trust among customers.
- After becoming a brand, customers will be ready to pay premium prices irrespective of how competitors are selling the products at a low cost.
- The perception of quality will come along with the name of your brand.
Brand identity on Amazon or any other eCommerce platform requires you to make a brand logo, choose the font, product packaging, and many more. So, after you are done with outlining our brand registry on Amazon, let’s learn more about the registry program of Amazon.
WHAT IS THE AMAZON BRAND REGISTRY PROGRAM?
The Amazon Brand Registry Program is intended to assist a brand owner in enrolling his or her brand with the Amazon marketplace in order to gain access to expanded marketing options and complete management over the brand. Brand registry on Amazon program also assists in the protection of a registered trademark on the marketplace. Enrolling in it is a simple and one-time process that is completed at Seller Central or Vendor Central.
Whereas, the process requires to be performed accurately and sellers should be aware of all the Amazon Brand Registry requirements. On successfully registering your brand on the Amazon marketplace, you can do the following tasks efficiently:
- Manage your branded products on the Amazon catalog.
- Add more products to your Amazon-branded store.
- Present only accurate information about your products on Amazon.
- Eliminate the products from competitors’ pages those who are trying to imitate your style.
The concept of brand registry on Amazon is not new, in the year 2017, Amazon launched this scheme or program to products the trademarks and their products listed on Amazon. Later, the program was improvised and was called Amazon Brand Registry 2.0. Let’s learn how it is different from other versions.
AMAZON BRAND REGISTRY 2.0
Enrolling yourself in an Amazon Brand Registry 2.0 application is very important if an Amazon Seller, Vendor, and Manufacture want to sell under his or her brand on the Amazon marketplace. When you choose to register yourself on the Amazon marketplace with brand registry 2.0, the program provides you with the following
- Enhanced support in brand maintenance.
- Access to various tools.
- Control over your Amazon product listings.
- Access to customers to search your product quickly.
- Protection of Brand and store.
- Copyright of product images.
Do you still need more facts and reasons to get convinced for brand registry on Amazon, never mind! Let us explain the obvious reasons in detail.
WHY SHOULD SELLERS REGISTER THEIR BRAND ON AMAZON?
Learn the three main Amazon brand registry benefits which is why sellers should enroll their brand in the Amazon Brand Registry program.
- To Have complete control and command of your Amazon product listings
If you sell products on the Amazon marketplace as an ordinary seller or vendor, you can often face complexities in managing your store because of stringent algorithms. Nevertheless, if you get your brand registered with the Amazon program, you will be given complete control over the product titles on the catalog, product descriptions, features, product images, product ID, and not UPCs or EANs. Moreover, with Amazon Brand Registry, you can protect your content and eliminate whatever is a threat to you.
So, one of the most obvious Amazon brand registry benefits is to have complete command of product listings on the Amazon marketplace.
- Protect your brand and store from random hijacks
Amazon, being the most preferred online marketplace, sellers have the biggest competition. As an eCommerce seller, what you may fear is being rejected by the customers.
What can be more threatful is getting your product listings hijacked. At times, Amazon fails to recognize the fake sellers and often cannot stop them from conning genuine sellers. In that case, you need to walk an extra mile and sort it out from your end by the brand registry on Amazon.
Another reason why you must register on the Amazon Brand program is it not only helps you build your brand but also allows you to own ‘Amazon Buy Box’. With a Brand registry on Amazon, you will have a lower Order Defective Rate (ODR) and a 100% rating of products. Hence, you will be easily qualified for winning Amazon Buy Box.
- Decide who can sell your products on Amazon
Ever thought about how come small vendors are also selling products from brands like Puma, Adidas, and more? Well, with the help of Amazon Brand Registry, you can decide who can sell your products. Once you register your brand on the Amazon marketplace, you can qualify the sellers for selling your products on the following basis:
- Manufacturers who are making and selling products from the same Amazon category.
- While labeling product producers cum sellers.
- Sellers who act as distributors and own authority to sell on Amazon as well.
There are many Amazon Brand Registry benefits you will get later on. For now, these aforementioned reasons are enough for registering your brand on Amazon. If you are fully convinced now and want to proceed with registering yourself then let’s read about how to apply for the same and Amazon Brand Registry requirements.
HOW TO GET A BRAND REGISTRY ON AMAZON?
For Amazon sellers, especially small business runners, a good brand identity is important. It helps customers to believe that the product they are buying is worth paying for. Brand registry on Amazon will attract more potential customers and prepare them to spend their money on your products. So, let’s learn how to submit an Amazon Brand Registry application and get approved finally.
WANT SUPPORT IN THE BRAND REGISTRY ON THE AMAZON MARKETPLACE?
AMAZON BRAND REGISTRY REQUIREMENTS
To start with registering your brand on Amazon, you will have to understand the Amazon Brand Registry Requirements first. Let’s begin with the same.
1. Trademark
You should have a unique trademarked logo. It could be text-based/ word-based or you can use image-based or visual-based . You can use your brand name, category of product you sell lie shoes, cosmetics, etc., initials of your name, purpose of your brand, and more.
2. Amazon Seller/ Vendor Central Account
Being a Seller or Vendor Central member is yet another Amazon Brand Registry requirement, which is also mandatory. Make sure that you are selling products on Amazon very actively quite a few times.
3. Some country-specific requirements
Some of the Amazon Brand Registry requirements are based on the country you belong to. Visit the Amazon Brand Registry eligibility page and check for yourself.
After you fulfill the requirements from your end, let’s begin with the Amazon Brand Registry application and get your brand registered now!
HOW TO APPLY FOR THE AMAZON BRAND REGISTRY PROGRAM?
Follow the stepwise procedure mentioned below and register your brand on Amazon to protect your Amazon store and sell more and more products on daily basis.
Step 1: Create a Brand Registry account by using your existing Seller or Vendor Central login credentials
Step 2: Complete the four-step application process.
To complete the aforementioned 4-step Amazon Brand Registry application, you will have to provide the following information:
- Your trademarked brand name and logo
- The type of your trademark
- Details of your trademark registration office
- A valid trademark registration number
- Multiple images of your product (selling on Amazon)
- Images of order inventory and packaging before delivery
- URL, details, and images of your website
- Your social media handle
- Manufacturing information such as where you produce the products or from where you buy
- The categories and sub-categories of your products
Step 3: Amazon verification – Amazon will issue a verification number to the individual whose name is associated with the trademark account.
Step 4: Enter the verification code into Seller or Vendor Central and finish submitting the online Amazon Brand Registry application.
HOW LONG DOES IT TAKE TO GET APPROVAL FROM AMAZON FOR BRAND REGISTRY?
If you already have fulfilled the requirements and already hold a trademark or have applied through the IP Accelerator program, then the complete approval process should take roughly two weeks. You just have to make sure that you submit everything accurately that Amazon requires for your brand the first time.
Also, before submitting the Amazon Brand Registry application, please check all of the eligibility conditions, and keep in mind that your brand must have an active registered trademark in each nation where you wish to participate.
Amazing Amazon Fact: Within the Brand Registry interface, you can rapidly search for trademark infringement and utilize the forms to report any breaches directly to Amazon.
BENEFITS OF AMAZON BRAND REGISTRY PROGRAM
Obtaining access to an extra program that several sellers are unaware of is Amazon Brand Registry. It is no less than a hidden weapon to stay ahead of the competition. Let us take you through some more benefits of Brand registry on Amazon.
1. LOCK YOUR PRODUCT LISTINGS
In addition to the option to lock your content for product detail pages against changes, you have access to other Seller Central modules that benefit your listings. Please keep in mind that some of these programs are available in Vendor Central even if you do not have a Brand Registry account. By locking your product listings, you can also prevent Amazon suppressed listings and thus no account suspension in the future as well.
2. USE ENHANCED A+ CONTENT FOR ENGAGING CUSTOMERS
You may have noticed this on the listings of competitors. This is the supplementary section beneath “From The Manufacturer.”
According to the Amazon marketplace, A+ content has been demonstrated to enhance listing conversion by a good percent and allows you to properly display your brand and all of your items’ unique selling characteristics. So finally, you investing in Amazon A+ content creation will work more effectively with a registered brand on Amazon.
3. ADD AMAZON PRODUCT VIDEOS
You can add videos to your Amazon listing directly under the photographs if you have a brand registry.
This can significantly increase your conversion rate because it allows you to demonstrate your product in action.
4. AMAZON VINE
With the restrictions for sending messages and emails to Amazon customers becoming increasingly stringent, obtaining evaluations for your products has become increasingly difficult.
Amazon Vine enables you to give products to Amazon-approved purchasers in exchange for a fair evaluation. However, there is one word of caution. This is a completely unbiased review.
Make certain that you have employed programs such as the Early Reviewer Program to ensure that your clients have a favorable experience with your items.
5. MAKE YOUR PRODUCT SEARCHING MORE EFFECTIVE
Increasing the number of words for which you are indexed is critical for organic Amazon SEO and listing optimization.
The Search Term Optimizer is a feature of the Brand Dashboard that searches for duplicated backend keywords in order to free up more characters in the index for additional keywords.
6. ADVERTISE PRODUCTS WITH SPONSORED BRAND ADS
Several Amazon Brand Registry aspects give you additional advantages such as access to specialized marketing products on Amazon. You can avail of Sponsored Brand Ads from Amazon’s in-house marketing strategies. Currently, these adverts are displayed in the form of banners at the top of search result pages on Seller Central.
As a result, they have more screen space than sponsored products. This ad type gives you some creative control over your advertisement.
7. CLASSY & ENGAGING PRODUCT DASHBOARD
The Brand Dashboard is a relatively new feature of Seller Central that allows you to access information about your brands such as prime eligibility, pricing competitiveness, and more. You may also access other features, such as Manage My Experiments and manage your customer feedback, from this dashboard.
Brand Registry also enables the use of particular analytic tools in Seller and Vendor Central.
8. ACCESS TO ACCURATE BRAND ANALYTICS
This is a great source of previously unavailable data to Amazon vendors. Brand Analytics provides merchants with information on specific search phrases or items. These include the search phrase rank, the most clicked-on product, conversion rates, and other statistics that may be used to make informed judgments.
When you successfully register your brand on Amazon, you get many advantages even more than the mentioned ones. Moreover, with the help of the Brand Registry program, sellers can always improve the customer’s shopping experience, product value, and all this result in more sales and long-lasting impression. Whereas, maintaining the standards of being a brand on Amazon is not going to be easy. That is why millions of sellers prefer to have an Amazon Virtual Assistant to look after their brand and store.
LET US REGISTER YOUR BRAND ON AMAZON FOR MAXIMUM SALES AND FAME ACROSS THE MARKET TODAY.
FAQS ON AMAZON BRAND REGISTRY PROGRAM – ANSWERED!
If you still have any doubts regarding the brand registry on Amazon, then go through all the answers to the most frequently asked questions by the sellers. In case, you don’t find your answer to your query, feel free to contact us.
QUES 1: CAN BRAND REGISTRY ON AMAZON HELP IN ENGAGING CUSTOMERS AND HOW?
Ans: Yes. Registering your brand and store with Amazon can help you engage your customers with your brand. It will add value to your products by creating A+ content such as Videos, Product listings, and more.
QUES 2: CAN AMAZON BRAND REGISTRY PROVIDE TRANSPARENCY WHILE SELLING PRODUCTS?
Ans: Yes. Amazon program offers additional security to the registered brands and stores that are in the transparency program. You can activate the same by enrolling your products with authentic units and setting the potential customers.
QUES 3: HOW CAN I GET A TRADEMARK ON AMAZON?
Ans: You need to follow the steps mentioned below in order to get a unique trademark:
- Check your trademark whether it is unique or not on the USPTO website.
- Select a product category and specify your trademark.
- Submit the application for the trademark and wait for it to be approved.
QUES 4: HOW CAN I DETERMINE WHETHER A COMPETITOR IS A MEMBER OF AMAZON BRAND REGISTRY?
Ans: To identify Brand Registered products, Amazon does not provide a customer-facing tool. Whereas, if they have enhanced branded content, Amazon product listing video, or a storefront, you can still recognize them. Which you can only avail of after registering your brand on Amazon.
CONCLUSION
Brand registered sellers get special access to tools meant to aid in the development and expansion of their brand’s presence on Amazon. Enrolling in Brand Registry also gives brands access to extensive statistics and other information that can help them grow sales and create a better experience for Amazon customers. So if you are thinking of registering your brand on Amazon and need some help, connect with our representatives. Leave an email to mehroz@eqappo.com or visit Eqappo and let our Amazon experts reach out to you with the best solution.
5 Ways to Optimize Amazon Product Listings: Ultimate 2024 Guide
Optimizing your Amazon product listings is crucial for standing out in a competitive marketplace and driving sales. As we enter 2024, here are five key strategies to help you maximize your product visibility, attract more customers, and boost your sales on Amazon. More is required for success on Amazon than just having a fantastic product. Make sure your product is highly shown in the search engine results. Your sales can be substantially boosted by improving your search box and learning the minute details of Amazon seller and Amazon store searches. You’ll learn the top five tips to boost your Amazon product listing by following this guide. By the time that it’s done, you’ll know how to track your Amazon product ranking tracker, use an Amazon SEO agency, and hire Amazon optimization services. Now let’s explore the tactics and best practices for 2024.
1. Optimize Your Product Titles
Your product title is one of the most important elements of your listing. A well-optimized title can significantly improve your product’s search ranking and click-through rate. Here’s how to create effective product titles:
- Include Relevant Keywords: Conduct keyword research to identify the most relevant and high-performing keywords for your product. Incorporate these keywords naturally into your title.
- Keep It Concise and Informative: Amazon allows up to 200 characters for product titles, but it’s best to keep it concise while including essential information such as brand name, product type, and key features.
- Follow Amazon’s Guidelines: Adhere to Amazon’s title format guidelines, which vary by category. This typically includes capitalizing the first letter of each word and avoiding promotional phrases or symbols.
Example of a Good Amazon Title
Poor Title
Improved Title
“Wireless Earbuds”
“Wireless Earbuds with Noise Cancellation”
“Stainless Steel Water Bottle”
“Insulated Stainless Steel Water Bottle, 24oz”
By following these tips, your product will rank higher in amazon seller search and amazon store search.
2. Craft Compelling Bullet Points and Descriptions
Bullet points and product descriptions provide an opportunity to highlight your product’s features and benefits. They should be clear, informative, and persuasive.
- Bullet Points: Use 5-6 bullet points to showcase the most important features and benefits of your product. Be specific and highlight what sets your product apart from competitors.
- Product Description: Write a detailed product description that expands on the information in your bullet points. Use HTML formatting to create a clean, readable layout with bold headings and bullet points.
Example of Effective Bullet Points
High-Quality Sound: Enjoy crisp and clear audio with our state-of-the-art technology.
- Comfortable Fit: Designed to stay secure in your ears without causing discomfort.
- Long Battery Life: Up to 8 hours of continuous playtime on a single charge.
Using these strategies in your amazon product listing optimization services can improve your product’s visibility and conversion rates.
3. Leveraging Product Descriptions
The product description is your chance to tell the story of your product. It should be informative and engaging to improve search box optimization and attract potential buyers.
- Detailed and Descriptive: Provide all necessary information a customer might need.
- Include Keywords Naturally: Ensure that your keywords flow naturally within the text.
- Focus on Customer Benefits: Explain how the product can solve a problem or improve the customer’s life.
Example of a Strong Product Description
Drinks maintained in our insulated stainless steel water bottle can stay hot for up to 12 hours or cold for up to 24. The 24 oz weight is ideal to preserve a healthy fluid intake during the day. Its tiny shape makes it perfect for flying because it fits in most cup holders.”
A well-crafted product description can enhance your amazon product ranking tracker and overall visibility on Amazon.
4. Monitoring and Adjusting Your Listing
Continuous monitoring and adjustment are essential for maintaining and improving your product’s ranking in amazon seller search and amazon store search.
- Use an Amazon Product Ranking Tracker: This tool helps you keep track of your product’s position in search results.
- Regularly Update Keywords: Search trends change over time. Regular updates keep your listing relevant.
- Analyze Competitor Listings: Learn from your competitors. Identify what they are doing well and apply similar strategies.
Benefits of Using Amazon Optimization Services
Service
Benefit
Amazon SEO Agency
Professional help in optimizing listings
Amazon Optimization Services
Tailored strategies for improving rankings
Best Amazon SEO Tools
Advanced tools for keyword and performance tracking
5. Optimize Backend Search Terms
Backend search terms are hidden keywords that help improve your product’s search visibility without being visible to customers. Properly optimizing these terms can enhance your product’s discoverability.
- Include Relevant Keywords: Add all relevant keywords that didn’t fit naturally into your product title or description. This includes synonyms, alternate spellings, and related search terms.
- Avoid Redundancies: Amazon’s algorithm automatically indexes common keywords, so avoid repeating keywords already used in your title and description.
- Use All Available Space: Amazon provides up to 250 bytes for backend search terms. Use this space wisely to include as many relevant keywords as possible.
How to Add Keywords to Amazon Listing Backend
- Go to your seller dashboard.
- Navigate to the product you want to edit.
- Click on “Edit” and go to the “Keywords” section.
- Enter your keywords in the appropriate fields.
Proper use of backend keywords can significantly enhance your amazon seo checklist and improve your product’s ranking in amazon seller search.
KEY POINTS
Leverage High-Quality Images and Videos
Visual content is essential for attracting and engaging customers. High-quality images and videos can significantly impact your conversion rates.
- High-Resolution Images: Use high-resolution images that clearly show your product from multiple angles. Include lifestyle images that demonstrate the product in use.
- Infographics: Incorporate infographics to highlight key features and benefits. This helps customers quickly understand what your product offers.
- Videos: Add product videos that provide an in-depth look at your product. Videos can showcase the product in action, highlight its features, and provide usage instructions.
Utilize Enhanced Brand Content (EBC) and A+ Content
Enhanced Brand Content (for registered brands) and A+ Content (for vendors) allow you to add rich media to your product listings. This can help improve your conversion rates and provide a better shopping experience.
Enhanced Brand Content: Use EBC to add custom images, text placements, and comparison charts. This helps in telling your brand story and highlighting your product’s unique value.
A+ Content: Similar to EBC, A+ Content offers additional modules for vendors to enhance their product detail pages with rich media, detailed descriptions, and enhanced visuals.
- Rich Media Elements: Use high-quality images, comparison charts, and videos to make your product stand out.
- Storytelling: EBC and A+ Content allow for a more narrative approach. Tell your brand’s story and connect with customers on an emotional level.
- Highlight Key Features: Use the additional space to emphasize the benefits and unique selling points of your product.
Example of Effective EBC/A+ Content
Feature
Benefit
High-Resolution Images
Showcase product details clearly
Comparison Charts
Help customers choose the right product
Brand Story Section
Build brand loyalty and trust
Implementing EBC and A+ Content not only enhances the visual appeal of your listing but also improves your amazon serp and amazon product ranking tracker.
Encouraging and Managing Customer Reviews
Customer reviews are a critical factor in amazon seller search and amazon store search. Positive reviews can significantly boost your product’s credibility and rankings.
- Encourage Reviews: Politely ask customers to leave reviews after their purchase.
- Respond to Reviews: Engage with customers by responding to their reviews, both positive and negative.
- Address Issues Promptly: Resolve any customer issues quickly to maintain a positive reputation.
Tips for Managing Reviews
- Automated Emails: Use Amazon’s automated email system to request reviews.
- Follow-Up: Send follow-up emails to ensure customer satisfaction.
- Professional Tone: Always respond to reviews in a professional and courteous manner.
By effectively managing customer reviews, you can enhance your product’s visibility in search engine lifting and improve your overall Amazon ranking.
Using Sponsored Ads and Promotions
Amazon Sponsored Ads and promotions are excellent ways to increase visibility and sales. These tools can help boost your product’s ranking in amazon seller search and amazon store search.
- Sponsored Products: Promote individual listings to appear in search results and product pages.
- Sponsored Brands: Create ads that feature your brand logo, a custom headline, and multiple products.
- Coupons and Deals: Attract more buyers by offering discounts and special promotions.
Benefits of Sponsored Ads
Ad Type
Benefit
Sponsored Products
Increases product visibility and sales
Sponsored Brands
Boosts brand awareness and multiple products
Coupons/Deals
Drives traffic and encourages purchases
Using Sponsored Ads and promotions effectively can significantly enhance your product’s performance and amazon serp ranking.
Conclusion
Optimizing your Amazon product listings is essential for maximizing visibility and driving sales. By focusing on these five key areas—product titles, bullet points and descriptions, high-quality images and videos, Enhanced Brand Content and A+ Content, and backend search terms—you can create compelling and effective product listings that stand out in the competitive Amazon marketplace. Implement these strategies in 2024 to give your products the best chance of success.
If you want to grow your business and want any type of assistance related to any service related to amazon, at Eqappo, we have many professionals that assist you to grow your business with their expertise. To know about our services Contact us today and book your consultations.
Amazon FBA vs FBM
Choosing the right fulfillment method on Amazon can be a game-changer for your business, determining everything from your profit margins to the efficiency of getting products to your customers. With two primary options available—Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM)— the decision between amazon FBA vs FBM is crucial for Amazon sellers aiming to optimize their operations within the Amazon marketplace. Each method has its distinct advantages and challenges, directly impacting your sales performance, Amazon fees, and customer satisfaction. Understanding the nuances of FBA and FBM is essential for leveraging the full potential of Amazon Seller Central and making informed decisions that align with your business goals and resources.
In this article, we will delve into the specifics of each fulfillment option, exploring Amazon FBA and FBM in detail, including key benefits and potential drawbacks. You’ll learn about the FBA Revenue Calculator and how Amazon fees play into choosing between FBA vs FBM. Whether you’re shipping orders yourself under the FBM model or leveraging the FBA program to handle logistics, this comparison will equip you with a clearer understanding of what each path entails. From dissecting the Amazon fees associated with each option to weighing the operational demands, you’ll come away with the insights needed to navigate the FBA or FBM decision confidently, ensuring your choice enhances your efficiency on the Amazon marketplace and drives your business forward.
Exploring Amazon FBA
What is Amazon FBA?
Fulfillment by Amazon (FBA) is a service designed to help you streamline your online selling process by allowing Amazon to handle the storage, picking, packing, and shipping of your products. When you enroll in FBA, your products are stored in Amazon’s fulfillment centers globally. This program not only manages the logistics but also takes care of customer service and returns.
How Does it Work?
As an FBA seller, you send your inventory to Amazon, where it is stored in their secure warehouses. When an order is placed, Amazon’s fulfillment staff handle the entire fulfillment process, from picking the right product off the shelf to packing it and shipping it to the customer. This process is not only efficient but also allows you to offer perks like free two-day shipping for Amazon Prime customers, enhancing customer satisfaction and potentially increasing your sales.
Cost Structure
The cost of using Amazon FBA can vary depending on several factors including the size and weight of your products, and the storage duration. Generally, you will encounter two main types of fees: fulfillment fees and inventory storage fees. Fulfillment fees cover the picking, packing, and shipping of each order, while storage fees are charged for the space your inventory occupies in the fulfillment centers. These fees are calculated based on the dimensions and weight of the products, and the time of year, as storage costs can increase during busier months like October to December.
Additionally, there are various other potential costs involved with FBA, such as long-term storage fees if your products remain in a fulfillment center for over 181 days, and fees for services like the removal or disposal of inventory. It’s crucial to use tools like the FBA Revenue Calculator to estimate these costs and compare them with other fulfillment methods to determine if FBA is the most cost-effective option for your business.
Exploring Amazon FBM
What is Amazon FBM?
Amazon Fulfilled by Merchant (FBM), also known as the Merchant Fulfilled Network (MFN), is a fulfillment method where you, as a seller, are responsible for handling the storage, picking, packing, shipping, returns, and customer service of your products sold on Amazon. This approach gives you control over the entire fulfillment process and can be managed directly by you or through a partnership with a third-party logistics service provider (3PL).
How Does it Work?
When using FBM, you store your products and handle all aspects of order fulfillment. Once a customer places an order, you are responsible for preparing and shipping the products within the timeframe you have set. You can choose to fulfill orders directly from your location or utilize a 3PL to manage the logistics. Importantly, you must provide order tracking and ensure timely delivery to maintain customer satisfaction. Amazon provides estimated delivery times at checkout to help set customer expectations.
Cost Structure
FBM can be cost-effective, particularly for new sellers or those with smaller inventories that do not require extensive storage space. The primary costs associated with FBM include a monthly subscription fee, referral fees, and per-item selling fees. The monthly subscription fee for Amazon’s Professional plan is $39.99, which can help waive additional fees per sold product. Referral fees vary by product category and can range from 6% to 45%. If you handle fulfillment yourself, you might save on some costs, but you also need to consider the time and effort involved in managing the fulfillment process.
Additionally, if you choose to work with a 3PL, you will incur costs related to storage, packing, and shipping. These costs can vary widely depending on the provider and the specific services they offer. It’s essential to carefully weigh these costs against the potential savings from handling fulfillment in-house to determine the most cost-effective strategy for your business.
Key Benefits of Amazon FBA
Ease of Scalability
When you choose Fulfillment by Amazon (FBA), you’re not just leveraging Amazon’s fulfillment services; you’re also tapping into a scalable infrastructure that can grow with your business. With access to Amazon’s vast network of fulfillment centers, your products can be strategically stored and managed across multiple locations, allowing for faster delivery times and the ability to handle increased order volumes, especially during peak seasons. This scalability is crucial as it enables you to expand your business without the limitations of handling fulfillment in-house.
Prime Shipping Advantages
One of the most significant benefits of using FBA is the eligibility for Amazon Prime. Products fulfilled through FBA automatically receive the Prime badge, making them more attractive to Prime members who prefer fast and free shipping options. This not only increases the visibility of your products but also significantly boosts sales, as Prime members are known to purchase more frequently. Additionally, by using FBA, you’re able to offer reliable two-day shipping, which enhances customer satisfaction and can lead to repeat purchases.
Customer Service Handling
Opting for FBA means that Amazon handles customer inquiries, returns, and refunds on your behalf. This service reduces the workload on your team, allowing you to focus more on product development and business growth. Amazon’s customer service is available 24/7, providing support in multiple languages and managing post-order issues even outside of traditional business hours. This comprehensive support can help reduce negative reviews and improve your overall customer satisfaction ratings.
Key Benefits of Amazon FBM
Inventory Control
When you opt for Fulfillment by Merchant (FBM), you gain significant control over your inventory management. This model allows you to store and monitor all your products in one location, which simplifies tracking and ensures you have a comprehensive overview of your stock.. This heightened control means you can manage your inventory more effectively, adjusting as needed based on sales trends or sea.
Lower Fees for Certain Items
One of the most compelling reasons to choose FBM is the potential for lower fees compared to Fulfillment by Amazon (FBA). If your logistical operations are efficient, FBM can save you money on fulfillment costs, especially if you already have the infrastructure to store and ship your products. You avoid the FBA fees, long-term storage costs, and other charges that can accumulate when using Amazon’s fulfillment centers. This can be particularly beneficial for items with lower turnover or higher profit margins where the FBA fees might otherwise erode your earnings.
Direct Customer Interaction
FBM provides an invaluable opportunity for direct interaction with your customers, which can lead to better customer service and a deeper understanding of their needs. Managing customer interactions personally allows you to build trust and loyalty, offering a personalized service that can differentiate your brand in a crowded marketplace. This direct feedback loop can also generate insights that drive product improvements, enhancing your offerings based on actual customer experiences and needs.
Cons and Challenges of Each Model
Challenges with FBA
One of the primary drawbacks of using Fulfillment by Amazon (FBA) is the high fees involved, which can significantly impact your profit margins. This model is particularly cost-effective only for small, lightweight products that sell quickly. For oversized or heavy items, the fees, especially storage fees, can become a substantial burden.. Additionally, the inventory storage fees vary depending on how long items are stored and their size, which can escalate during peak months like October to December.
Moreover, FBA requires adherence to strict packaging and labeling standards. Failure to comply can result in Amazon rejecting your shipments, leading to increased costs and delays as you’re-prep and resend inventory. There’s also the issue of lost control over the handling of your products; mishandling or incorrect labeling can lead to damaged goods and customer dissatisfaction.
Another significant challenge is the potential for increased returns due to Amazon’s lenient return policies. While this can enhance customer trust and satisfaction, it may also lead to higher return rates, affecting your overall profitability. Lastly, navigating tax obligations, which vary by state, adds another layer of complexity for FBA sellers.
Challenges with FBM
Opting for Fulfillment by Merchant (FBM) offers more control over the fulfillment process but comes with its own set of challenges. The most notable is the increased responsibility for customer service and returns. Handling these aspects in-house requires significant time and resources, which can detract from other business areas like marketing and product development.
FBM sellers face higher operational costs, including storage, labor, and shipping, which can quickly add up if not managed efficiently. These overhead costs need careful consideration and planning to ensure they don’t erode your profit margins. Additionally, FBM does not automatically qualify for Amazon Prime, which can significantly disadvantage competing against FBA listings that feature the Prime badge.
Moreover, FBM sellers might experience slower shipping times compared to FBA, potentially hurting sales as today’s consumers often expect fast delivery. Managing inventory levels and packaging orders is also more challenging as your business scales, leading to possible delays and errors that negatively impact customer experience.
Lastly, while FBM allows direct interaction with customers—which can be beneficial for gathering insights and building relationships—it also increases the likelihood of receiving negative feedback if the fulfillment process isn’t handled meticulously.
Final Comparison and Recommendations
Overall Comparison Chart
When you’re deciding between Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM), it’s essential to consider various factors that impact your business model. Here’s a quick overview:
- FBA Advantages: Automatic Prime eligibility, potential for higher visibility and sales through the Buy Box, and reduced responsibility for shipping and customer service. FBA is particularly beneficial if your products are small, lightweight, and have high turnover rates.
- FBM Advantages: Greater control over inventory and shipping, potentially lower costs if you have established logistics, and direct customer interaction which can enhance customer service and brand loyalty. FBM is suitable if your products are large, heavy, or have a slow turnover rate.
Expert Opinions
Ethan McAfee, Founder and CEO at Amify, highlights that “In 99% of situations, FBA is the better solution for brands selling on Amazon due to customer satisfaction, cost efficiency, and included customer service.” He notes that products are Prime eligible and shipped quickly, which is a significant advantage for customer retention. However, he also points out that “FBM is the right choice if you are selling larger or heavy products like furniture, or if you run out of FBA inventory and need a backup plan”.
Choosing the Right Strategy for Your Business
To determine the best fulfillment method for your business, consider the following steps:
- Assess Your Product Characteristics: Evaluate the size, weight, and turnover rate of your products. FBA might be more cost-effective for smaller, faster-moving items, while FBM might be better for larger or slower-moving goods.
- Evaluate Your Operational Capabilities: If you have the infrastructure and resources to manage logistics efficiently, FBM could save you money on fulfillment costs. However, if you prefer a hands-off approach, FBA offers a comprehensive solution that can handle large volumes and provide customer service.
- Consider Customer Experience Goals: If customer satisfaction and fast shipping are priorities, FBA’s Prime eligibility and quick delivery can be advantageous. If you prioritize direct customer interaction and personalized service, FBM gives you more control over the customer experience.
- Use Financial Tools for Decision Making: Tools like the FBA Revenue Calculator can help you compare costs and understand the financial implications of each option. This step is crucial to ensure that the chosen method aligns with your financial goals.
By carefully analyzing these aspects, you can make an informed decision that aligns with your business needs and growth objectives. Remember, the choice between FBA and FBM depends largely on your specific circumstances and how you prioritize control, costs, and customer interaction in your business strategy.
Conclusion
Through the comprehensive exploration of Amazon’s FBA and FBM fulfillment options, this article has provided a detailed comparison to guide sellers in making the best choice for their businesses. By delving into the specific benefits, costs, and operational demands of each method, it has become evident that the decision between FBA and FBM hinges on various factors including product characteristics, business size, and strategic priorities. Whether prioritizing ease of scalability and customer service through FBA, or seeking greater control over inventory and direct customer interactions with FBM, understanding these nuances is crucial for leveraging Amazon’s marketplace to its full potential.
As sellers navigate the complexities of Amazon’s selling platform, the final choice between FBA and FBM should align with their overall business goals, operational capabilities, and financial considerations. By evaluating these key aspects and utilizing tools such as the FBA Revenue Calculator, sellers can make an informed decision that optimizes their fulfillment strategy, maximizes efficiency, and enhances customer satisfaction. Ultimately, the success in the Amazon marketplace lies in aligning your business model with the fulfillment method that best meets your unique needs, ensuring a competitive edge in this dynamic e-commerce landscape.
FAQs
1. Which fulfillment method is preferable, Amazon FBA or FBM?
Amazon FBA is generally more suitable for sellers with high volume and higher margin products who prefer not to deal with the logistics of storage and shipping. On the other hand, FBM is ideal for sellers dealing with smaller scale, smaller margin products or unique items, and those who are willing to handle storage and shipping themselves.
2. What is the recommended business type for Amazon FBA sellers?
For Amazon FBA sellers, forming a Limited Liability Company (LLC) is often advised. An LLC is a low-maintenance business structure that offers liability protection. While requirements can vary by state, all LLCs typically must fulfill annual reporting obligations and pay state filing fees.
3. What are the key differences between Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM)?
The main difference lies in logistics management. FBM sellers are responsible for storing, shipping, and managing customer service for their products sold on Amazon. In contrast, FBA sellers utilize Amazon’s services to handle storage, shipping, and customer service.
4. Is selling on Amazon using the FBM method worthwhile?
Selling on Amazon as an FBM seller can be more profitable, especially for those who can manage their own fulfillment processes. FBM sellers often have a broader presence across Amazon categories due to having more product listings compared to FBA sellers.
If you want to grow your business and want any type of assistance related to Amazon FBA or FBM, at Eqappo, we have many professionals that assist you to grow your business with their expertise. To know about our services Contact us today and book your consultations.