Amazon, without a doubt, is considered the top online retailer in the United States.
With Amazon, you do not need to rent a space or hire employees as needed. You can be a one-person selling machine, nestled at the comfort of your own home.
But given the fact that it features as many as 353 million products, it’s easy to get your item overlooked – especially if it is similar to many other products.
As such, you need to rank higher in the search engine results, which you could do so with some good old e-commerce SEO tips.
But before diving deep into these techniques, you first have to make sure that you have got everything set up correctly in your Amazon e-store.
Here is a step-by-step guide on how to become a certified Amazon seller.
How to Establish Your Amazon Online Store
Step 1: Create your Amazon account.
Amazon offers two selling plans. With an individual plan, Amazon is entitled to 99 cents for every item you sell. The professional plan, on the other hand, costs $39.99 per month, no matter how many products you sell.
You also need to decide on your selling strategy, as you can either be a reseller or a brand owner who makes your items. You can also do both as you wish.
After choosing a selling plan and strategy, you can go ahead with creating an Amazon account. You can use your customer account or make a new one with your business e-mail.
But before you do so, you need to have the following ready:
- Chargeable credit card
- Government ID for identity verification
- Tax information
- Contact number
- Bank Account for your sales revenue
Step 2: List your products
Now that you have an Amazon account, you can proceed with listing your products.
What you need to do first is to access Seller Central. This page allows you to communicate with buyers, manage inventory, and update pricing, to name a few.
To list a product, you need to supply the following information:
- Product identifiers, such as GTIN, ISBN, UPC, or EAN
- SKU or product ID
- Offer particulars, such as price, quantity, product condition, and shipping services
- Product information such as name, description, brand, category, and pictures
- Keywords and search terms, which are vital for successful e-commerce SEO
While you can virtually sell anything on Amazon, some categories could only be accessed by those with Professional accounts.
Some items also need seller approval, while some products are restricted to third-party sellers.
Trademarked or copyrighted products, on the other hand, can only be sold by the brand owner or an authorized reseller.
Step 3: Drive traffic to your online store.
Here’s a fact: 200 million users visit Amazon every month.
Unless you are selling something unique or one of a kind, you compete with dozens, if not hundreds of sellers. But with so many potential buyers, you also have the capacity to unlock higher revenue, if you know how to drive traffic to your online store.
Here are some techniques that may help you do so:
- Price it right.
According to a survey, 64% of shoppers prefer Amazon because of their competitive prices. You can get more customers by enabling bulk pricing or automatic repricing in your online store.
- Ship it quick.
Americans want it now, and they want it fast.
In fact, 60% of Prime members continue to patronize Amazon because of their next-day or two-day shipping promise.
With that said, making your products Prime-eligible can help augment sales.
- Advertise your offers.
Amazon can help make your product become more ‘visible’ by advertising them.
You can select the products that you want to boost, as well as the price you are willing to pay per click.
- Use the Amazon algorithm to your advantage.
Fast shipping and advertising can help boost product views and sales, but they can be expensive and not as effective as making sure that your product ranks on Amazon’s search engine pages.
Amazon makes use of A9, a ranking algorithm fueled by a plethora of factors, such as customer shopping preferences and past purchases, among others.
Since most Amazon searchers have the intent to purchase, optimizing your Amazon SEO tactics is crucial in ensuring that your product is included in every relevant search.
It can help you save money because there is no need to pay for a lot of things, such as advertisements and Prime shipping. You can channel your money on one thing: SEO. To wit, it has the most significant return of investment compared to all other e-commerce marketing practices.
It can also help create brand awareness, which refers to consumers being familiar with a brand’s products and services. Amazon SEO makes use of the right tools that can help convert these browsers into buyers.
Finally, fortifying your Amazon SEO helps improve the buying experience of each customer. Having a poorly designed Amazon store can hurt sales, so e-commerce SEO can help address this problem. More than just keywords, SEO can help ensure that your store runs well, whether on desktop or mobile.
5 Common Mistakes Affecting Your Amazon SEO
Though you may offer the best product at the cheapest price there is, if your item does not rank well, this is all for naught.
You might not notice it, but here are the most common SEO problems that Amazon sellers commit, as well as the solutions for them:
Problem 1: Using the same old manufacturer’s description
Are you guilty of using the descriptions that your manufacturer gave you?
If so, it is probably one of the reasons why your product is not ranking higher. After all, your content is similar to hundreds, if not thousands, of online stores out there.
To make matters worse, these descriptions are usually poorly written. There is no intention to sell. They just enumerate the benefits, and that is pretty much it.
To prevent this problem, it is best to supply your listing with fresh, innovative content. Here are some excellent tips for creating optimized product descriptions:
- Include model numbers in the title and headings. Make sure to use separators such as (,) and (/), to name a few.
- Bullets work well, for they make the product more relevant.
- Make sure to include a call to action at the end, as this can help increase conversion rate.
Unless you can do it by yourself, you may need the help of seasoned copywriters for your product descriptions. They are trained in creating content that helps place your item at the top of the search list.
Problem 2: Poor keyword research
Without the help of an e-commerce SEO professional, you may end up using keywords that are not that looked up often. This can be detrimental to your store, as the A9 tends to better rank products with relevant keywords.
SEO experts know how to survey customers well. They can help boost your sales because they can determine the best keywords to use in your descriptions.
More than recommending the best keyword/s for your item, an expert can help optimize your business by doing the following:
- Preventing keyword ‘overstuffing,’ a popular Amazon practice that the A9 has already debunked.
- Completing the image alt tag details
- Using iFrames to help prevent Google crawling
Problem 3: Using the same old title
Yes, it can be challenging to think of a new unique title for a standard product. But remember, duplicated info can make your page or product rank lower in the list.
With that said, it is best to create a unique title, especially if you sell items from a similar brand.
Problem 4: No sharing feature
According to Pew Research, about 72% of all Americans use social media. About 69% use Facebook, while 37% use Instagram. Pinterest accounts for 28% of all users, while Twitter corresponds to 22% of all social media users in the US.
With these vast numbers, it is a mortal sin to not have social media sharing options on your seller website. What you put on your site should depend on your products. For example:
- A pin button works well for appliances and other household products, as most of these items are usually visible in Pinterest.
- A tweet option is best for gadgets and other tech products since users are usually present on Twitter.
While sharing is an excellent way to sell, do not overdo it! A potential buyer may end up sharing it everywhere instead of buying the item itself.
Problem 5: Lack of SEO Audit
While the above-mentioned tips can help you determine your store’s pitfalls, it may not be enough. After all, an untrained eye cannot detect ‘concealed’ SEO problems.
With that being said, an audit is a helpful way to improve your website so you can boost your sales.
This activity, which is spearheaded by SEO experts, can help determine your website’s health and spam presence (if any). An SEO audit can also provide suggestions regarding the content, especially now that the A9 algorithm is more discerning than ever.
Selling products on Amazon is easy to do. However, attracting a buyer can be hard. More than just lowering your price and offering Prime shipping, you need to make sure your content is good in the eyes of the A9 algorithm.
As such, it is best to have an SEO expert look into your store for the best results. Not only will it help enhance your search rankings, but it also hugely improves buyer conversion.