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How To Sell On Amazon Successfully

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HOW TO SELL ON AMAZON SUCCESSFULLY 1


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1 |UNDERSTAND AMAZON’S SEARCH ALGORITHM 2


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AMAZON’S BEST SELLER RANK v Every product page on Amazon displays its Best Seller Rank or ‘BSR’ BSR indicates how well an item is selling within its product category. Example: this product is the 1,047th best selling product in the Grocery category The lower the BSR, the more units are selling for that product. 3


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PRODUCTS WITH A LOW BSR SHOW HIGHER IN THE SEARCH RESULTS Product 1: BSR of 1,047 Product 2: BSR of 7,862 Search term: xylitol sweetener Result: Product 1 shows up first Your goal: ensure your product has a LOW BSR 4


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WHAT DRIVES BSR? Amazon’s ranking algorithm prioritizes 3 factors: 1. 2. 3. Volume of Sales over time or ‘sales velocity’ Conversion Rate. Amazon asks, “What product is the searcher most likely to buy?” Product Reviews by customers. Reviews indirectly affect BSR by increasing trust (and conversions) 5


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2 |SELL A POPULAR PRODUCT 6


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IS THERE ENOUGH DEMAND FOR YOUR PRODUCT? If you’re investing time, money and effort in launching products on Amazon, you’ll want to ensure there is existing demand first. GET A QUICK & DIRTY SALES ESTIMATE One way to gauge the demand for a product: look at the number of recent product reviews. We know that less than 10% of Amazon customers actually leave product reviews, so you can get a rough estimate of the monthly sales by multiplying the number of product reviews left in the last 30 days by 10. This product had 11 reviews left in the past 30 days, so is potentially selling around 110 units per month. 7


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3 |OPTIMIZE YOUR PRODUCT LISTING 8


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TWO FACTORS IN OPTIMIZING YOUR LISTING 1 | GETTING FOUND ● ● ● ● Use strategic keywords in your product name, description, and back-end Boost your BSR by increasing the ‘velocity’ of sales in a short period Running Amazon Product Listing Ads The better your product listing converts browsers into buyers, the higher they will rank you in search results 2 | GETTING THE SALE ● ● ● Having lots of genuine product reviews to build trust Compelling, benefits-focused descriptions, bullet points, and product title Product photos and images that tell your product’s story 9


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A COMPELLING PRODUCT LISTING Copywriting: headlines, bullet points and product descriptions Attractive product images, and lifestyle photos that tell a story The right mix: features tell, benefits sell Trustworthiness and social proof from genuine reviews Turn browsers into buyers: tell the story of how your product solves the customer’s problem 10


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THE SALES/REVIEWS PARADOX To get sales, you need reviews To get reviews, you need sales Less than 10% of Amazon customers leave product reviews 11


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4 |PRIORITIZE & COMMIT 12


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AMAZON IS NOT A ‘SET AND FORGET’ PLATFORM CONDUCT A DAILY ACCOUNT REVIEW Your Seller Rating is impacted by your responsiveness to buyer questions, returns, shipping delays, and other metrics. Don’t wait more than 24 hours between checking your key account metrics BE AWARE OF POLICY VIOLATIONS Amazon is known for a “shoot first, ask questions later” approach with policy violations. Policies change over time, so follow updates and announcements to avoid potential restrictions and suspensions CHECK COMPETITOR ACTIVITY Unauthorized resellers may ‘squat’ on your product listing and erode your good reputation; new competition may appear and bring new challenges RESPOND TO REVIEWS & FEEDBACK Especially in the case of negative feedback and reviews, its imperative to respond quickly and do damage control. Other potential customers will judge your company & product based on the speed and thoughtfulness of your response 13


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|BONUS ROUND 14


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if you’re... an existing Seller WANT TO KNOW EXACTLY WHAT’S WRONG WITH YOUR PRODUCT LISTING? Get a free AUDIT of your existing product listing 1. A 5-minute video walkthrough of your listing, showing where to make immediate changes 2. Actionable bullet-point tactics for reference Learn more about our free Amazon Product Listing Audit Click here for a free, honest review of your product page 15


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if you’re... not yet on Amazon WANT TO KNOW HOW MUCH MONEY YOUR COMPETITORS ARE MAKING? Get a free, customized REPORT about your industry 1. 2. A detailed spreadsheet showing the estimated monthly units sold & revenue of your competitors’ products Concise market analysis, showing you the opportunities and challenges in your niche Learn more about our free Amazon Opportunity Report Click here for your free competitor & market opportunity Report 16


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| WHAT WE DO 1. Launch your products or optimize existing listings 2. Boost your product ranking in Amazon search = significantly more sales 3. Increase conversion by generating genuine customer reviews & compelling copy 4. Deal with Amazon’s fussy rules & systems so you don’t have to 5. Daily account management & customer service Website: bobsledmarketing.com | Phone: 347-356-2260 | Email: kmasters@bobsledmarketing.com 17


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