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AmazonWinning the Game and
Being Famous on Amazon
Jeff Cohen
13+ Years Experience in e-Commerce
Former Founder and
GM of Textbooks.com
Executive Team Member of Seller Labs
Born From Amazon Sellers
Over 10,000 Amazon Sellers
Managed 2.3B on Amazon Sales
Process 100K Customer Orders / Month
• History of the Internet
• Why Amazon Matters
• What Matters Most to Amazon
• Align Your Goals with Amazon
Agenda
History of the Internet
Why Amazon Matters!
“Almost a third of people looking to buy something started on Amazon--that’s more than twice the number who went straight to Google.”
http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html
What Matters Most to Amazon
“Start with the customer and work backwards.”
Jeff Bezos
Pillars of Amazon
Value
Convenience
Selection
Amazon Shoppers
14M visitors per day
6.3 avg visits per month
305M active global customers
Average Income
47% earn over 75K
40% earn 25K-75K
13% earn under 25K
So What Matters Most?
"We see our customers as invited guests to a party,
and we are the hosts”
Align Your Goals
Why Feedback is Important
Social Proof Amazon Proof Trust Reputation
Three Goals Feedback
Customer Service
Seller Feedback
Product Reviews
Always Lead With Customer Service
Enhance the Customer Experience
Provide an Avenue for Conversation
Listen to Your Customers
Tactics for Seller Feedback
Why The Buy Box Matters
• $82b of sales go through the Buy Box • Responsible for 95% of seller revenues • Rewards sellers for great customer service • Sellers compete on their merits, not marketing
The Buy Box Fundamentals
The Amazon Buy Box is an algorithm that tries to
give the customer the best possible value for
the money.
Two Impact Variables
Feedback Score and Feedback Count
✓ You may request feedback from a buyer.
⃠ You many not offer pay or any incentive for providing feedback.
✓ You may provide a link to your feedback page.
⃠ You may not offer a link to any page outside of the Amazon ecosystem.
Do’s and Don’ts of Feedback Management
✓ You may provide links back to your seller page on Amazon.
⃠ You may not offer a link to a company webpage.
✓ You may communicate with your customer about their order.
⃠ You may not contact them about your newsletter or other specials.
Dos and Don’ts of Feedback Management
✓ You may contact customers through the Amazon email messaging system.
⃠ You may not contact them directly via phone or mail, or ask for their direct email address.
Dos and Don’ts of Feedback Management
Always Be Testing
Timing
Subject Line
Logo and Name
I am moving from Wholesale/RA to Private
Label
Amazon Search
The best place to hide a dead body is page 2 of Amazon Search
What Amazon Says About Search
https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471
Search is the primary method customers use to locate products.
Views for a product detail page can increase significantly by adding just one additional search term.
Price, availability, selection and sales history help determine where products appear in search results.
Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.
Direct Influence
• Title
• Keywords
• Bullets
• Images
• Price
• Fulfillment
• Description
• Inventory Levels
Indirect Influence
Buyer Intent
Sales
Reviews
What Does Amazon Say About Reviews?
You may request reviews from a buyer
Any attempt to manipulate reviews is PROHIBITED
Things That Will Get You Into Trouble
You MAY NOT write reviews for products in which you have a financial interest!
You MAY NOT ask a buyer to remove or edit negative reviews!
You MAY NOT only ask for positive reviews!
You MAY NOT provide compensation for a review other than a free or discounted product!
Think Reviews Matter?
Creative Product Listings...
They Do!
Secrets To Sales On Amazon
Generate Sales & Satisfy Customers
Ask Your Current Buyers
Send a message at the right time. Always start with
customer service. Then focus your message to
your goals.
Automate the process to reduce
administrative work.
Customers want a way to communicate with you.
Provide that, make them happy and ask for
feedback.
Special Offer
Double emails for 6 Months. Plans start at $10
Want these slides or offer?
www.sellerlabs.com/RMRC16
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