Growing Sales on Amazon - Full Guide #108

Everybody wants to grow their Amazon sales. That's why you're subscribed to my podcast most likely. There's two fundamental ways to grow sales. 

1. Increase your traffic
2. Improve your conversion rates

Inside of increasing your traffic are two primary methods:

1. PPC advertising
2. Search Engine Optimization

Inside of conversion rates are:

1. Cataloging
2. Merchandising
3. Design like A+ content

Simply put if you get more traffic, or improve your conversion rates, your sales are going to go up. I think it's easier to increase traffic than it is to improve conversion rates.

The fastest way to grow sales:

1. Add more products to Amazon.
2. Increase advertising

The best way to diverisfy your business:

1. Sell on new marketplaces
2. Sell in new countries

For every 3 products that launch:

1. 1 fails
2. 1 breaks even
3. 1 succeeds

In ecommerce there are 4 fundamental goals:

1. Sell more products
2. To more people
3. More often
4. For more money

Product Research:

1. Start in a category you understand
2. Find a Niche
3. Use data to THEN support your choice

There are two types of products:

1. Demand co-opt, a "me too" product
2. Demand generation, 1/10 chance of success, but 100x the payout

A core listing has the following in place, these are Merchandising strategies:

1. A strong main image with 6 supporting secondary images that have lifestyle, infographics, and product in use shots.
2. A video demonstrating the product, show me banana for scale, show off the brand and quality.
3. A title with both SEO and conversion in mind.
4. Bullet points optimized for both humans and robot SEO
5. A+ content
6. Reviews

Advanced merchadising strategies include:

1. Parentage
2. Brand name changes to match brand registry

Catalog management has never been harder:

• Amazon yanking listings via robots.
• Listing reinstatement procedures are a moving target.
• 2.5 million amazon accounts were suspended in the first 8 months of 2020 on Amazon.
• Listing errors are happening without tools to track, flag, or fix them. Hidden suppressions where your item doens't show up in search is being caused by Amazon making new categories. You have to audit this stuff often.
• Rules keep changing.
• Rules are not transparent.
• Amazon support is at an all time low.

Summary: Do continuous audits on your catalog to make sure it's running smoothly.

Always be advertising:

• Even seasonal items can put in low bids off season to keep traffic and rankings up.
• Advertise every product always, don't spend your entire annual budget in a week always. Each product can have a segmented always on budget.
• Run every single ad type. Sponsored display, brand, and products. Get custom headline ads built. Run video ads. Write text for display ads.

Continue to work on SEO:

• Set it and forget is NOT the strategy when it comes to Search Engine Optimization
• I recommend working on SEO every month. Not every sku every month, but each month continue to rework your indexed keywords, that is words you show up in search for and try to expand it, and also imrpove the rankings of words in the strike zone of ranks 20-50 to push them to the top of page 1.

Bonus opportunities:

• Amazon Social
• Amazon Live
• External traffic

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