If you’re an Amazon seller, then you probably know that Prime Day 2018 is right around the corner. In fact, it’s the 16th this year. So now it’s time to start thinking about Amazon listing optimization.
What is Amazon Prime Day 2018?
Amazon Prime Day is a once-a-year event where Amazon and its many third party sellers offer up their products at deep discounts. It is estimated that Prime Day alone generates $1 Billion dollars for the online retail giant. And in 2017, it saw a 60% increase over 2016. In fact, some Amazon third party businesses report as much as 1,371% increase in sales on Prime Day.
When is Amazon Prime Day in 2018?
This year, Amazon Prime Day is July 16th and July 17th. Despite the solid dates, many sellers have already started reducing their prices to kidnap some of the Prime Day buzz.
How do I sell a product for Prime Day?
To get an “official discount” and on the Prime Day deals page, sellers have to set up Lightning Deals in advance. This year, Prime Day sign-ups started as early as March. So unfortunately, there’s already been a cut off. However, with the incredible volume of site traffic that Amazon experiences on Prime Day, simply being there is enough to generate higher-than-usual sales. Additionally, we recommend considering the Amazon listing optimization tips included in this guide to ensure that when the shoppers come, they notice your product, too.
How do I perform Amazon listing optimization for Prime Day?
The key to success to high sales and huge profits on Amazon is two-fold: driving traffic to your listing and performing routine Amazon listing optimization to encourage conversions. What follows is a quick primer on how you can fully prepare your Amazon product listing for massive sales on not only Prime Day but every other day of the year.
1 – Drive More Traffic to Your Product Listing
Amazon’s own internal advertising system, Amazon Pay-per-click (PPC) is a great way to get your product in front of more traffic. Amazon PPC creates sponsored ads for your product that places your product at the front of search results. Each time a customer clicks on your ad, you’re charged a bid amount.
Here’s some tips for maximizing Amazon PPC for Prime Day:
- Use all Amazon PPC platforms together. This includes Sponsored Ads, Headline Search Ads, and Amazon Stores (for Registered Brand Owners only).
- Launch all new Prime Day campaigns at least 2 weeks in advance with a $100 budget. A lot of times, shoppers won’t make their final purchases until the actual Prime Day comes. They’ll leave your product in their cart and checkout when the time comes. So start advertising now.
- Advertise all products with 3.5+ stars. If your product has some great reviews, then make sure it’s in front of plenty of people.
- Group your products together in PPC campaigns. Similar products that are lumped together have a better chance getting purchased as a combination. So use multi-product campaigns to boost your bottom line.
- Set your daily budgets at least 200% higher. Prime Day traffic is a lot like holiday traffic. And the last thing you want to have happen is waking up the day of Prime Day to learn that your budget dried up while you were sleeping. If you’ve done plenty of Amazon listing optimization and your conversion rates are high, you’ll make back those costs.
- Turn on Bid+. Bid+ is an advertising tool under manual campaigns that allows your keyword bids to go 150% over their normal bid price if there’s a chance to get to the first page. While it may seem like you’re spending more money for the same clicks, don’t worry. Conversion rates are typically higher on Prime Day, so less clicks earns more sales.
- Use a mix of keyword types. Broad match keywords cast a wider net and less expensive, but may not convert as well. Meanwhile, phrase and exact match keywords may not get as many impressions, but help pinpoint high-converting keywords for you.
- Add negative keywords. Not every keyword is one you want sending people you’re away. Especially if you’ve discovered, historically, they perform poorly.
2 – Use Amazon listing optimization best practices to improve conversions.
Getting traffic to your Amazon product listing is just half the battle. Once the traffic is there, you want them to make a purchase.
“Amazon’s search algorithm organizes each and every product in a search on not just how relevant it is, but how well it sells.”
Amazon tracks the unit session percentage rate for each product. This metric is the total number of units you’ve sold of a particular product on Amazon divided by the total number of people who’ve viewed your page. This is slightly different from the typical conversion rate metric which would instead divide the number of orders by the number of views.
For example, if you have a product that was viewed 5,000 times and has sold 500 units on 450 orders, your unit sessions percentage is 10% (500/5,000).
5 keys to Amazon listing optimization:
1) Descriptive titles. Your title is everything and it has two important jobs to do. First, Amazon’s search algorithm pulls keyword search terms directly from your title. So if your title is keyword maximized, with your top keywords at the front, you’ll drive more traffic to your listing. Second, in addition to your main image, it’s the first sales pitch your product makes to a customer. All Amazon titles have a 200-word allowance.
2) Bullet points that sell. Make sure you use each of the 5 bullet points offered on your product listing. Like the title, these help with Amazon searches, so make sure you’re using keywords to help your product get found. Also, always sell the benefits more than the feature. For example, a garlic press doesn’t just “mash garlic”, it “saves time in the kitchen.”
3) Clear product descriptions. Even if you product isn’t part of the Amazon registered brand program, you should still optimize it for sales. Make sure your descriptions are clear, accurate, compelling, and current. Don’t be afraid to engage your customer in your description either. Buyers love a great story.
4) Awesome photos. Pictures sell. And Amazon allows your product to have up to nine photos. The first photo has to conform to Amazon’s standards, but the remaining images can be lifestyle, infographics, whatever is needed to help you sell your product.
5) Customer reviews. Amazon’s spent years building market trust. And its billions of monthly shoppers know that if the sum of a product’s reviews say that it’s great, it’s probably great. Therefore, it behooves you as a seller to ensure your product has great reviews. While you can’t give away free or discounted products in exchange for positive reviews, you can still follow up with your past customers using an automated message service like Jump Send.
Tools and support to help you master Amazon listing optimization for Prime Day 2018
Now that you understand how important Amazon listing optimization is, you’ll want to get to work right away. After all, Prime Day 2018 will be here before you know it. That’s why I want to offer a list of tools to help you master your Amazon listing optimization to ensure high sales for Prime Day 2018.
Now I know what you’re thinking… “I can probably do a lot of this myself!”
I used to think the same thing. Sure, I can write well enough and I have a background in graphic design. Plus, I learned all I could about product marketing when I started selling on Amazon back in 2015. But none of that stopped me from having a bad year in 2017. In fact, I wrote off nearly $20,000 in losses! And why did my year stink?
Because I thought I knew it all.
When I joined the Jungle Scout team in January of this year, I learned that even when you know a lot about a lot, you still don’t know everything. And sometimes calling in an expert can help save you hundreds–if not thousands!–in lost opportunity costs is more than worth it.
“Since using Jungle Scout’s full suite of tools, my profit margins have jumped 50%, my sales have spiked by $1,200 per week, and I know down to every red cent how much I’m making.”
So before you make the mistake that I did and nearly lose your entire Amazon FBA business, review some of these tools.