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Key Tips for New Amazon Seller and Product Selection Advice

For more information, see the recording of our live webinar here: https://bit.ly/2R1mB0j

Reality Check:

Amazon doesn’t care about you: Amazon doesn’t care if you or I get a sale, there are potentially 3 million other sellers who will make that sale on Amazon’s behalf if you don’t.

Expect it to start slow: Amazon will not give you loads of sales at the start when they can give them to established sellers with a history of happy customers.

Start small and build from there: Forget about being a millionaire, or making Amazon your full-time job (traveling the world), start small by trying to get a passive income from Amazon and learn to walk, make mistakes and learn fast from them and over time build your business up this way. Amazon is all about making mistakes and learning fast

You will get out as much (or as little) as you put in: Don’t see it as the latest shiny toy (cryptocurrency, Shopify store, etc), but don’t give up when it gets tough.

Don’t think Amazon is a “Get rich quick” scheme, it’s a job, not a holiday: Running an Amazon business is a tough job and you will have problems, the difference between successful businesses and those who fail is how they deal with these problems and how they surmount them.

Tips:

Start small and learn with minimum investment: Big opportunity with Amazon Small and Light, just launched in France, Italy, and Spain. Pick products that can easily be shipped by air and have small production times so you can start with smaller quantities and send more in when the item starts to sell. Also if you start with a cheaper product you reduce your risk.

FBA Small and Light helps reduce the cost of fulfilling orders for small and lightweight FBA inventory.

source: Amazon Seller Central

This fulfillment option is available to sellers with products that meet the following criteria:

source: Amazon Seller Central

There is a big opportunity in Small & Light as Amazon has just launched it to new markets and therefore, there’s very little competition. 

Think about what you use or see in your daily life: Start with areas that are of interest to you as you will likely already know a lot of the keywords and be able to foresee and resolve problems quicker.

Consider smaller marketplaces: Ultimately everything on Amazon comes down to offer and demand, the more competition there is the more pressure there will be on your margin and your PPC costs. At the moment everyone is going into the US as it is the biggest marketplace but that means there is a lot more competition so if you are in another country start there and make your mistakes in a less competitive environment.

Amazon Global Marketplaces: Number of Active Sellers            (source: marketplacepulse.com)

Unique Selling Proposition (USP): What is your USP and why should someone buy from you, if you don’t have a USP why would someone else buy from you?

Details details details: Focus on the details, if you don’t your rival will and you are putting your product at a disadvantage.

Understand the snowball effect: The more you show Amazon that your item is chosen by customers and that they are happy after buying it, the more they will put you in front of other customers which will lead to more sales and it will snowball from there.

Session and Conversions: Everything runs from here: Sessions is how many people come to your listing; conversion is how many buy it. Everything always comes back to these two metrics.

Example of Conversion rate (source: Amazon Seller Central)

What has the greatest impact on Sessions:

  • Sales history
  • Amazon sponsored products or other PPC Traffic
  • Happy customers
  • Keyword rankings
  • Bestseller rank

What has the most impact on Conversions:

  • Images
  • Price
  • Ratings/Reviews
  • Promotions and coupons
  • Bullet points/ Description A+ Content

Understand the importance of keywords: Amazon is a keyword-based search engine, so the higher you rank on each individual keyword that a consumer uses to search for your product the better your overall Best Seller ranking will be. So, it is critical for you to know which keywords you convert best on. You can track these using Trendle’s Keyword tracking tool.

Reverse ASIN: This is the process of finding out every keyword that an ASIN ranks on, so what you can do is take one of your competitors and find out all the keywords that ASIN ranks on. Once you have these keywords you can use them in your listing and in your PPC campaigns.

Example of Reverse ASIN result

 

Be aware of Long Term Storage fees: This is tied into your exit strategy, depending on the country and the type of product, the Long term FBA fee will kick in after 6 or 12 months, so if your item is not selling after 3 months move on.

On the 15th of each month, Fulfillment by Amazon (FBA) conducts an inventory cleanup. Inventory that has been in fulfillment centers for more than 365 days incurs a long-term storage fee.

source: Amazon Seller Central

Sales strategy: When you launch a product initially it is only about the traffic and hoping that your item will start moving, get social proof (reviews — see our webinar on how to get reviews on Amazon in 2020) and show amazon that their customers are happy buying from you (low return rates). However, this does not always work so you should always have more than one sales strategy from the start, establish what your sales strategy is at the start so that if it doesn’t work you already know what your next step will be. Also, think about what you will do if the market evolves? If your strategy is to sell the same item as a pack of 2 but then everyone stars selling it as a pack of 4 what will you do?

Sample Sales Strategy

Be ruthless: If a product doesn’t sell don’t be emotional about it, take your learnings, move on, and do better on your next product. Remember the only thing you don’t include in your profitability calculation is your own time, so if you do not make enough profit to cover your time then you are losing money.

What value do you bring: Don’t think that if you follow what we suggest you will be successful if everyone who watches these videos does like you then you will all do the same thing so, you need to think for yourself, inspire yourself from what we are saying and then implement it to your niche.

Be careful with Amazon product research tools: There are plenty of companies that offer software that tells you what the offer and demand for a product are like: Jungle Scout, Helium 10, Seller-Pulse, IO Scout, AMZ Scout, Unicorn Smasher, AMZ Base.

Be very careful using these software’s because when they first came out, they were great and allowed you to find very profitable niches. However, since they have grown and are now used by thousands of people all looking for the same niches, those niches become very quickly saturated.

We have spoken to many, many people who used these software’s but by the time they launched their products they had 500 new competitors. Or their bright idea was to offer a pack of 2 when the market was offering a pack of 1, but by the time their product got to market, there were sellers offering packs of 4 or 6.

Also, this software has become a lot more expensive meaning that they are costing you quite a lot to start when in our opinion you should be focusing your capital on your stock.

How do they calculate this data: These companies will talk a lot about the advanced algorithms that allow them to tell you what the offer and demand for a product is, but ultimately it comes down to real sales data from amazon. But Amazon does not release this data, so how do they get it: the 999 methods:

source: Amazon.com

Follow the data: Check the suggested bid of your most relevant keywords to establish if PPC will be a cost-effective strategy.

Final thoughts:

Selling on Amazon is a great way to make a bit of money on the side, but it can also turn into a full-time vocation if you do the right things. When you start selling on Amazon, you would realize that in each product category, the competition is immense. Therefore, use the tips in this article to properly prepare before you begin selling on Amazon.

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