At Marketing by Emma, we spend our days immersed in the world of Amazon. From helping new sellers craft their very first Amazon listing to assisting experienced sellers as they optimize their existing catalog for maximum conversion potential, we're in deep. And just like we encourage every brand owner, we try and to follow our own advice: dig in and get to know our clients, their concerns, and the way their microcosms work.
But we realized that after working with over 600 Amazon sellers from all over the world, we'd never directly asked any of them:
“Hey, what bugs you about selling on Amazon?”
So sidestepping any stuffy emails or surveys, we reached out to various e-communities to pose our question. Of course, it didn’t come as a surprise to us that selling on Amazon comes with its fair share of problems. Major kudos to all of you who do it on the daily.
We want to share common responses we got, along with some advice on how to make your days of Amazon selling run a bit smoother. After all, communication is what it’s all about!
1. Be Wary of All-Knowing Amazon Gurus
You know the type. Those internet personalities who try to convince you that there’s one revolutionary trick to selling on Amazon that only they have found the answer to? Truth is, there is no one magical tip that will skyrocket sales for all of Amazon’s over 5 million sellers. Because sellers and products vary, your Amazon selling strategies—including listing content—vary, too.
The key is not a one-size-fits-all fix for your Amazon store. It’s about finding what and who is right for you. For example, low traffic and sluggish sales may require two completely separate strategies. When it comes to traffic troubles, are people not clicking because your title misrepresents your product? Or are you failing to get your product in front of enough eyeballs?
If your conversion rates need boosting, look to your photos and product descriptions. An experienced Amazon listing writer and skillful photographer could be what your brand needs to stand out and sell more. Serious writers take the time to learn the ins and outs of your products and your customers. They then use their know-how to optimize your Amazon listings in a way that will entice your target audience to click "Add to Cart".
The right writer will understand your specific brand voice and how it can best be used, optimizing individual listings in a way an Amazon “guru” never can.
2. Suspensions and Other Surprises
As if pain point number one needs any more validity, it’s impossible for a single seller to keep up with the many nuances of Amazon’s ever-changing landscape. Invest wisely in a team of technicians and embrace the long-term benefits that accompany their Amazon-specific skills.
For example, it’s worth finding an expert to update you on the newest Amazon policies, so you can avoid running into unexpected suspensions and penalties. It pays to have a trusted contact who can advise you on what types of shipping and fulfillment methods are best for your business. And it’s a rewarding investment to build relationships with writers and marketing experts who know how to work within Amazon's ever-changing TOS.
3. Balancing Online Sales and Brick-and-Mortar Shops
Amazon is big and only growing bigger. But that doesn’t mean it’s time to abandon your brick-and-mortar store or give up on other online marketplaces. Instead, find the best places for your business to sell, and you’re, well, in business!
If you're looking to expand your ecommerce presence, Shopify is a great platform that easily allows brands of all sizes and teams of all skill levels to expand beyond retail and Amazon. With simple integrations, mobile optimized templates, and endless apps to choose from, it's a quick way to get a new site up and ready to sell. Word of advice: Though Shopify's base subscription prices are low, adding any and every app you see will quickly inflate your monthly expenses.
And when it comes to how a content writer fits in, it's just as essential as anywhere else. Your own website will give you room to play in ways that Amazon doesn't allow with about pages, stylized product descriptions, and eye-catching home pages. Skilled copywriters can strengthen and solidify your brand’s message across all of your platforms, from your company website to the inserts you tuck in your product packaging.
The answers to our questions may be more simple than we originally thought, but implementing solutions still takes hard work. Crafting the right team of technicians to optimize your relationship to Amazon selling can make all the difference.
When we needed help with our inquiry, you, the sellers, were there to share incredible feedback. If you find yourself in need of content writers or marketing strategists, we hope you’ll feel equally welcome to lean on us, too.
What Amazon selling struggles have you faced? Leave us a comment below or reach out. We’d love to hear from you!