1 Robyn Johnson The Unlikely Entrepreneur BIT.LY/MIVA-AUS BRINGING YOUR BRAND TO AMAZON
2 Experienced High Volume Seller on Amazon and Ebay New To Market Items and Listing Enhancement Courses Consultant Author ABOUT US
WHY BOTHER WITH AMAZON? Forrester Report in % of searches started on Amazon Prime customers spend more than double that of non-prime users
WHY BOTHER WITH AMAZON? Prime customers often don’t check other sites before purchase Prime customers have come to expect same day or two day shipping for free
WHY BOTHER WITH AMAZON Amazon accounted for 26.1% of all U.S. Ecommerce sales.
UNDERSTANDING THE AMAZON CUSTOMER Nordstrom's Brand Name Quality Speed Perfection
METHODS FOR SELLING ON AMAZON MF- Merchant Fulfilled FBA- Fulfillment By Amazon 3P Sellers Selling Directly To Amazon
UNDERSTANDING AMAZON Brand Experience Not your customer Limited control over packaging
MF- MERCHANT FULFILLED Shipped from your location 1-2 days to ship PRO- Easier Inventory Management CON- Slower Sales/No Prime Buyers
FBA – FULFILLMENT BY AMAZON You ship to Amazon and Amazon ships to customer Pro- Faster Sales Con- Specific Prep and product restrictions
3P SELLERS You sell inventory to 3P sellers who list the items on Amazon Pros- Low-risk Cons- Managing MAP pricing
SELLING DIRECTLY TO AMAZON MAP Pricing Could buy through other sellers Terms
UNDERSTANDING AMAZON Buy Box
UNDERSTANDING AMAZON Sales Rank
SKU’S ON AMAZON ASIN - Links to Product Page MSKU - Links to your item in your inventory FNSKU - Links ASIN to your MSKU
UNDERSTANDING AMAZON Warranties Prep Requirements Gated Categories Product Policies
UNDERSTANDING AMAZON Return Policy Even MF you must follow guidelines FBA- Amazon handles all returns
UNDERSTANDING AMAZON Bottom Performers Metrics ODR Feedback Messages
BRAND REGISTRY PROGRAM Does not keep others sellers off of your listing UPC Exemption GCIDS instead of GTIN or UPC
BRAND REGISTRY PROGRAM Gives you authority over the catalog listing not sellers Features Bullets Titles
DO YOU WANT TO BRING YOUR ITEM TO AMAZON?
IDENTIFYING MARKETPLACE NEEDS Are you already on Amazon? If yes- Managing 3P Sellers MAP Policies Authorized Sellers Seller IDS Moroccan Oil
IDENTIFYING MARKETPLACE NEEDS Fixing Listings Pictures 1001 Pixels Feature Bullets- Benefit Centric Keywords Amazon Sponsored Ads/No Confidence Reviews Free Products/Manipulation
IDENTIFYING MARKETPLACE NEEDS Bringing Items to Amazon Merchant Words- Keywords and most searched for products to start with. Amazon Product Ads Track Conversion of keywords
CREATING A LISTING Pictures 1001 Pixels on shortest side Multiple Regulations per category (i.e. Shoes, grocery, clothing )
CREATING A LISTING Title Customer Centric > 200 Characters Important words first Order of keywords not as important
CREATING A LISTING Bullets Feature laden Benefits to the customer Descriptions Nothing Seller Specific
CREATING A LISTING Description HTML Error on the side of over information
PROMOTING YOUR LISTING Amazon Product Ads Track conversion Auto VS Manual Refining to reduce costs
PROMOTING YOUR LISTING Discounts and Free Items Change in rules/weight of reviews Promotions and Codes Referral Pages Reduces “No Confidence” Results
PROMOTING YOUR LISTING Reducing the price temporarily Stats to Look at: Buy Box % Page Views Sessions Purchases
32 Robyn Johnson The Unlikely Entrepreneur BIT.LY/MIVA-AUS BRINGING YOUR BRAND TO AMAZON