The New World And How To Respond: Amazon
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The New World And How You Should Respond: 1.Amazon Stuart Dunsmore
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Transcript of The New World And How To Respond: Amazon
The New World And How You Should Respond: 1.Amazon
Stuart Dunsmore
What makes Amazon so successful?
Why Amazon Search is so important for brands?
How to win in Amazon Search?
TODAY
Amazon is
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
20
40
60
80
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AMAZON NET REVENUE YEAR ON YEAR ($BN)N
et re
venu
e in
bill
ion
US
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CONTINUED SUCCESS BUILT ON CONSUMER LED PRINCIPLES AND DIVERSIFICATION
Lower Prices
Wider Selection
FasterService
1999 2004
20162010
AMAZON HAS ALWAYS BEEN A SEARCH-CENTRIC PLATFORM
TODAY, AMAZON LEADS THE WAY FOR PRODUCT SPECIFIC SEARCHES
Amazon Search; 44%
Traditional Search Engine; 34%
Other Retailer Website; 22%
DISTRIBUTION OF WHERE USERS BEGIN PRODUCT SPECIFIC SEARCHES
AND THIS TREND IS CONTINUING TO GROW
2013 2015
30%
44%
GROWTH IN USERS WHO BEGIN PRODUCT SPECIFIC SEARCHES ON AMAZON
AMAZON SEARCH IS A MARKETING OPPORTUNITY ACROSS A MULTITUDE OF CATEGORIES
How To Win In Amazon Search?
UNDERSTAND THE KEY FACTORS THAT INFLUENCE PERFORMANCE PRODUCT TITLE
KEY BULLETS
PRODUCT DESCRIPTION
IMAGES & RICH MEDIA
REVIEWS
Two key considerations
Relevance Conversions
PRODUCT TITLE
“Well chosen keywords increase a products visibility and sales. The number of views for a product page can increase significantly by adding just one additional search term to the title.” - Amazon
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
HIGH CRITICAL
KEY BULLETS
Appear above the fold and therefore more likely to read by a consumer than
the product description.
Do have an impact on search relevance but primarily should focus on messaging
that will drive conversions.
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
LOW HIGH
SEARCH TERMS
Not visible to consumers but do impact performance in Amazon search results.
Amazon search is less evolved than Google algorithm so still considers this
keyword field.
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
HIGH
NONE
PRODUCT DESCRIPTION
Traditional product description still a consideration for both search relevance
and conversions.
A+ content means brand can communicate with users in a more
engaging way.
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
MEDIUM MEDIUM
PRODUCT IMAGES
Images are highly important in convincing users to convert once they are on the
product page.
May also have an impact on search relevance, although a primary factor.
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
CRITICALLOW
PRODUCT REVIEWS
Most common reasons for negative reviews:
Out of stockProduct not as described
Late shipmentsProblematic returns process
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
HIGH CRITICAL
PRODUCT REVIEWS
Ways to improve product reviews:Existing base of satisfied customers
Offer free product for unbiased reviewsSocial media outreach
Request feedback from buyers
FAKE BIASEDGENUINE
THREE KINDS OF REVIEWS
CONVERSION RATE IMPACT
SEARCH RELEVANCE IMPACT
HIGH CRITICAL
KEY BULLETS
PRODUCT REVIEWS
IMAGES
Low Conversion Impact High Conversion Impact
Low Search Impact
High Search Impact
PRODUCT TITLESEARCH TERMS
PRODUCT DESCRIPTION
SUMMARY OF AMAZON PRODUCT PAGE PERFORMANCE FACTORS
KEY TAKEAWAYS
Diversification of product range and services offered
has allowed Amazon to grow and become
increasingly relevant to a wider range of brands.
Amazon is the leading search platform for
product-specific searches and this trend will continue
to exist and grow in the future.
Winning in Amazon product search comes down to creating and
adopting a strategy centred around relevance and
conversions.
What makes Amazon so successful?
Why is Amazon search so important for brands?
How do you win in Amazon Search?
