There are many sellers who have made a fortune through Amazon, but at the same time, as time goes by, there are more and more sellers on the Amazon platform, and the competition is getting more and more fierce! Who doesn’t want to stand out among the millions of Amazon sellers?
This article will detail the four things you must do as an Amazon supplier to take the lead on the platform.
Apply for brand registration
According to Steve Bell of Vendor Velocity, “The most important thing any vendor should do is join Amazon’s Brand Registry.”
Amazon sent an email to its suppliers on March 9, 2020, saying that Amazon prefers to source products directly from brand owners. This message encourages vendors to register their brands in the Amazon Brand Registry, and Amazon’s automated ordering system will continue to place orders to these registered brands. Brand registration is not an option for suppliers, it is a necessity.
Create high-quality detail pages
Amazon’s algorithm favors content that follows its rules, so it is up to the vendor to ensure that the detail page content complies with Amazon’s algorithm.
Keep the title concise and accurate; confirm all bullet points you use, check spelling, and use accurate and popular keywords; use the hidden keywords area to enter relevant keywords that are not mentioned on the detail page.
The more pictures the better. Amazon’s mobile platform can display up to 6 product images, so suppliers should ensure that there are at least 6 images on the detail page. If 6 images are not possible, at least 3 images should be provided.
Make full use of A+ Content to describe your products. Not long ago, Amazon required vendors to pay a hefty fee for the privilege of displaying their products using A+ Content, but now it’s free. Every vendor should take advantage of A+ Content, especially for products that are complex, highly technical, or have a higher price point.
Finally, make sure all products are classified in the correct category.
Winning the Buy Box
Once you have done the above things: registered your brand, optimized your detail pages, and correctly categorized your products, the next thing to do is to win the Buy Box.
When Amazon establishes a direct relationship with a supplier, they expect to be able to compete with other sellers of the same product. If Amazon cannot offer a competitive retail price (not necessarily a lower price) for your product, Amazon will give the Buy Box to the marketplace (third-party) seller and move Amazon’s offer down to the less prominent “Other Sellers” area.
But this is not what Amazon wants to see. If Amazon keeps losing the Buy Box for a certain product, the platform will mark the item as an unprofitable product and stop placing orders. Therefore, winning the Buy Box is very important for vendors who want to gain an advantage on Amazon.
Advertising investment
Finally, advertising on Amazon is also a critical step. Sponsored Products and Sponsored Brands ads are the only way to ensure that a supplier’s key products appear on the critical first page of search results. There are many ways to invest your advertising dollars on Amazon, even for vendors with smaller budgets. Sponsored Products and Sponsored Brands ads are quick to set up and launch, and they can really drive sales.
