The numbers don’t lie: Amazon has 310 million active users, with 197 million people shopping the e-commerce behemoth monthly. With 1-2-day delivery times and the convenience of one-click purchasing, consumers are treated to the ultimate in seamless shopping with Amazon. And, they are fully buying in to the ease.
As a consumer brand, your job is to make your products easily available to your consumers. Amazon owns nearly 50% of the U.S. e-commerce market, meaning that in today’s retail landscape, making your products easily available to consumers means selling them on Amazon.
The State of the Industry Requires An Optimized Amazon Marketing Strategy
If you already sell on Amazon, then it is time to bring this conversation to the next level: are your customers able to find you on the site? Are your pages optimized to sell?
With more than 5 million marketplace sellers on the platform, the sales competition is high. So not just being on Amazon, but having an optimized presence on the platform is becoming more important than ever before. How do you know if your pages are optimized for success?
Amazon’s algorithm for ranking products in the e-commerce site is thorough. To ensure your products are being found, a smart combination of optimized content, imagery, positive customer reviews, low return rates, relevancy, and more is needed.
Wondering how your pages will hold up when it comes to being optimized? Start by answering the questions below.
Are your products Prime eligible?
The bottom line is that Amazon has dramatically raised consumer expectations when it comes to convenient shopping and quick delivery. With same-day delivery now available in some areas, and more than 100 million Amazon Prime users who receive 2-day (or less!) shipping, consumers expect a fast turnaround time.
That Amazon Prime badge offering free and fast shipping carries a lot of weight and increases the likelihood that consumers will purchase your products.
Whether you use Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM) through a Prime-approved warehouse, Amazon Prime is a top way for Amazon sellers to stay on the path to Amazon success.
How are your product reviews?
Customer reviews on the Amazon platform are a huge piece of the puzzle for having an optimized Amazon presence. Amazon itself recommends having no fewer than 15 customer reviews (above 3.5 stars!) before even advertising a product on the platform. This requirement is a good rule of thumb to follow when assessing whether a product page is in good health.
How are customers looking for your products?
Your key product pages should also be optimized based on Amazon, e-commerce, content marketing, and SEO best practices to ensure that your pages are being found by shoppers as well as selling themselves. Getting in front of the right people at the right time requires understanding how customers are searching for the products or services you offer, and implementing these behaviors into key portions of your product detail pages.
As Amazon’s reign continues to grow worldwide, it is more important than ever for brands to have a strong presence on the e-retail giant. Businesses who are not on the platform are simply missing out.
Have questions about your Amazon marketing strategy? Contact our team today for a consultation.
References:
TechJury
Marketing Charts
TechCrunch
DMR
Statista