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From the eCommerce Summit in Atlanta June 3-4, 2009 where Infopia shares strategies to help online merchants navigate the Amazon. Find out more at http://www.ecmta.org
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JAY SHA F F ER, V P MA RKETIN GECMTA
ATLA N TA , CA JUN E 3 -4 , 2009
Navigating the Amazon
Navigating the Amazon
OverviewFacts and StatisticsMarketplace DifferentiatorsProduct Details PagesBest Practices: DataBest Practices: Cross Sells & PromotionsBest Practices: Customer ServiceQ&A
Infopia – About us
-eCommerce Platform Provider Wesbite/storefront Shopping cart/payment systems Order entry/fullfilment
+300 Clients, between $1-15M online revenue
$300M in online transactions in 200810k transactions a day1.8 millions unique customers in 2008
Infopia – Key Clients
Facts and Statistics
Amazon.com was launched in 1995America’s largest online retailer $19.2BASC (Amazon Seller Central) has been
growing 20% faster than ecommerce over the last two years
Infopia clients on Amazon Central experience 45% year over year
Infopia clients sold $30M+ on ASC in 2008
Amazon Differentiators
No Listing/insertion Fees (vs eBay $0.35)Open and Closed Categories, restricted areas
and product offeringsCategory Specific Fees, % revenue share
varies by categoriesFulfillment Opportunities – open to Amazon
fulfillmentAll Payment through Amazon
Amazon Product Pages –key to successful selling
Amazon Services Catalog Style – payment and shipping info
on separate page, traditional catalog structure
Product FeaturesProduct DescriptionLimited seller information
Best Practices: Data
Make sure to include al pertinent and relevant product information – these data points are critical to how Amazon maps and presents products
Catalog it! UPC -EAN ISBN -ASIN Manufacturer Part Numbers
Best Practices: Product Names
• Brand and description - Laura Ashley Pillow Cases
• Product line - Sophia Collection • Material or key ingredient - 300-Thread-
Count • Color - Blue • Size - Queen • Quantity - Set of 2
Example: Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2)
Best Practices: Descriptions
Plain Text DescriptionCatalog style data/contentNo Seller InformationNo Shipping InformationNo Image WatermarksKeep it simple, avoid heavy diagrams, tables
and such or content can be rejected
Best Practices: Product Features
Make sure to identify all key product features that are key to decision making process
Selling Points- handmade, imported,DifferentiatorsAction Words
Manufacturer Warranty – extended, limited, etc Set of 2 Size 7
Best Practices: Additional Attributes
• The second most common method for customers to find what they are looking for on Amazon is by browsing for it. Customers will also use browse functionality to reduce the number of results they have from a search.
• When listing an item you have the option to provide more information using additional attributes.
• These attributes are essential to a customer who wants to narrow search results by specific requirements such as your target audience (adult, men, women, and children) a product is intended for.
• Additional attributes for the category in which you are listing can be found in the Item Classification Guide (ICG) in Seller Central
• Use as many attributes as possible that correctly describe your product.
Best Practices: Search Terms
Do not re-use words in the search term fieldsDon't use quotation marks in search termsUse only relevant search termsUse legitimate alternate spellings and
synonymsWhen entering several words as a search
term, put them in the most logical orderMinimize use of abbreviations
Best Practices: Cross Sells
Accessory Relationships One Way Two Way Multi-Way
Matched products are Category dependent and specific
Take tike to make the most relevant product recommendations, key to increasing Amazon sales
Best Practices: Promotions
Amazon offers several different configurations for you to choose from, such as:- Fixed amount off- Percentage off price- Free shipping- Free product with purchase
Promotions draw customers and build customer confidence in online shopping.
You have the option to provide custom messaging for a promotion You have the option to require a claim code to benefit from the
promotion
When creating a promotion make sure any language you provide is clear and accurate. A customer won’t use a promotion if they are unsure what the promotion offers them. If your promotional messaging is deceptive or misleads customers, you could have your listing suspended by Amazon.
Don’t set-up a promotion that lasts forever. Customers will notice this and will not see it as a real discount – they will become frustrated and feel that they were taken advantage of.
Best Practices: Customer Service
How to handle an order that can’t be fulfilledLet the customer know:
If their money was refunded If they haven't been charged for the order yet The reason the order couldn't be filled
Do not: Ask the customer if a substitution will work Send any type of substitution for the order Ask the customer if they are willing to wait for a
back ordered item
Best Practices: Customer Service
How to handle returnsLet the customer know:
When the return arrives The amount of the refund - explaining any
deductions as outlined in the "Your Info and Policies" section in Seller Central
When they should expect to see the refund on their bank statement
Amazon will inform the customer: When an order has been placed When the order has been shipped
Best Practices: Customer Service
How to respond to negative feedbackIf a customer has left negative feedback you
can contact them to try and rectify the situation: A customer cannot change the feedback they
have left, but they can remove it Do not offer any incentives to customers to
remove negative feedback or to leave positive feedback
If you leave a response to the feedback it is not likely the customer who left the feedback will see it, but your future customers will
Best Practices: Customer Service
How to reduce A to Z ClaimsResponding quickly and clearly to e-mail
communication sent to you by the customer Helping customers with any returns they need to make Describe your products accurately and make sure the
images are clear and correct Shipping your orders with care Cancel and refund any orders that can't be filled
immediately and communicate with the customer in regards to the cancellation right away
Always keep the customer informed by providing tracking information and correct availability times for your products
Buy Box Best Practices
Great Overall ValueGreat Customer ServiceLow rate of A to Z ClaimsGreat Feedback
Q & A
Helpful Info Seller Central Help Pages http://simply-amazon.com Getting Started Document