message in an entertaining and engaging way that does not compromise the integrity of your product or brand.
Conversation rate is your indicator of success. You get people to Amazon with search terms, that’ s the creative, fun part. Once you get them there, you need to convert them.
Most of Amazon’ s marketing tools are now available on marketplace. Those tools include storefronts.“ You want to have great copy on your storefront and great lifestyle photos with saturated bright colors. Alternate between video and pictures,” suggests Greer.“ People shop based on feelings, not specs, so your bullets better clearly show what problems you solve.”
discoverability Just because you list it doesn’ t mean anyone will see it. Ninety percent of the work is going to come before you put your product on Amazon. You’ re going to want to create demand before the product, not hope that people will want it.
Cabral says,“ Now is the time to leverage third-party influencers to increase sales velocity and garner reviews.”
The reality is, it takes time to get those third-party endorsements from journalists, bloggers, Instagrammers, celebrities, experts and ambassadors, so the discoverability campaign is something that should be started at least six months out and run year-round.
When a product starts to make money on Amazon, you need to up your game.“ The Amazon environment is volatile,” warns Cabral. In addition to Amazon algorithm changes that come often and without warning, you need to be aware of market trends and cultural shifts. Always be nurturing your brand awareness to increase demand. This is how fads turn into trends. Fads start fast and then disappear. It’ s profitable to piggyback on a fad but it’ s more lucrative to nurture a trend, which develops over time, has roots, sprouts up everywhere and has non-stop growth and durability.
Prime You can’ t navigate Amazon without understanding Prime. Recent estimates have the number of Prime subscribers at 80 million globally. If your competition is there, you need to be there. The Prime customer is more likely to buy if they see the“ Prime” badge.
“ Before you jump in, run a profit analysis on your products and see if you’ re willing to absorb the fees from this program. Depending on the category, you could be handing Amazon
58 PULSE ■ November 2017