2016 Amazon Virtual Summit: Seller Labs

Amazon SearchJeff Cohen & Patrick Muir

Born From Amazon Sellers

● Award Winning Innovation

● Dedicated Customer Service

● Illustrious Educational Content

● How Amazon search works● How to improve your

listings for better placement● How to improve your

listings for conversions● 5 steps to search success!

Agenda

“Almost a third of people looking to buy something started on Amazon--that’s more than twice the number

who went straight to Google.”

http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

“Amazon is more than just a marketplace, it’s a shopping search engine. They [Amazon] are answering users’ questions and searches, just as we are”.

Eric Schmidt - Google

http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

“Forty-eight percent of all purchase decisions made in the US--that’s $1.5 trillion--are now influenced by

digital decisions.”

http://venturebeat.com/2012/07/26/amazon-online-shoppers-research/

Amazon Search

The best place to hide a dead body is page 2 of Amazon Search

According to Amazon only 30% of search goes past page 1

“Search is the primary way shoppers look for products on Amazon”

What Amazon Says About Search

https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471

Search is the primary method customers use to locate products.

Views for a product detail page can increase significantly by adding just one additional search term.

Price, availability, selection and sales history help determine where products appear in search results.

Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.

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Super Geniuses In Silicon Valley

Poll Question 1:

Where do you spend the most effort in trying to improve your products discoverability:

Listing OptimizationProduct Samples/ ReviewsSponsored AdsPricing

Direct Influence

● Title● Keywords● Bullets● Images● Price● Fulfillment● Description● Inventory Levels

Doesn’t Describe What You Sell

Describe Your Product The Way People Search

Write Creative That Sells

Tips When Creating Content● Read the style guide for the category.● Less is usually more. A shopper should be able to make

a purchase decision from your title alone.● Use simple HTML formatting in your descriptions.● Carefully tweak one thing at a time ● Regularly review your conversion rates and other data

within Amazon business reports● Have someone proofread your copy

Photos Matter!

“Great photos are likely to help you sell products online, yet few sellers put the time and effort into making their photos spectacular”

(1) http://services.amazon.com/post/Tx1BW3YG9NP1JND/Three-Tips-for-Better-Product-Images

Shopper Survey

Surveyed 1,000 online shoppers about how much product photography influences their purchasing decision.

For the first question we asked: “On a scale of 1-5, how much do photos impact your choice to buy a product? An answer of 1 meant “no impact” and an answer of 5 meant “major impact.”

Sixty percent of those who responded said photos were a major impact in the buying decision, with 25% saying it made an impact.

How many photos of a product would your prefer to see?

Indirect Influence

Buyer Intent

Sales

Reviews

To rank in search I need sales

To get sales I need to rank in search?

Secrets To Sales On Amazon

Leverage Amazon’s Promotion System

Amazon Sponsored Product Ads

Secrets To Increasing Reviews

Amazon Vine

Ask Your Current Buyers

Send a message right when the order is delivered or shortly after to ensure a great experience then ask

for a product review.

Automate the process to reduce

administrative work.

Message buyers who leave positive feedback

and ask them for reviews.

Real Life Example from $25K Challenge

How to Tell if your Campaigns are Working?

Poll Question 2

Would you like to find out how marketing promotions can improve your search position?

I'd like to learn more about how to improve my discoverabilityI'd like some more information on generating product reviews from my current sales

5 Steps To Search Success

Want More?

www.SellerLabs.com