AmazonWinning the Game and

Being Famous on Amazon

Jeff Cohen

13+ Years Experience in e-Commerce

Former Founder and

GM of Textbooks.com

Executive Team Member of Seller Labs

Born From Amazon Sellers

Over 10,000 Amazon Sellers

Managed 2.3B on Amazon Sales

Process 100K Customer Orders / Month

• History of the Internet

• Why Amazon Matters

• What Matters Most to Amazon

• Align Your Goals with Amazon

Agenda

History of the Internet

Why Amazon Matters!

“Almost a third of people looking to buy something started on Amazon--that’s more than twice the number who went straight to Google.”

http://googlepolicyeurope.blogspot.com/2014/10/the-new-grundergeist.html

What Matters Most to Amazon

“Start with the customer and work backwards.”

Jeff Bezos

Pillars of Amazon

Value

Convenience

Selection

Amazon Shoppers

14M visitors per day

6.3 avg visits per month

305M active global customers

Average Income

47% earn over 75K

40% earn 25K-75K

13% earn under 25K

So What Matters Most?

"We see our customers as invited guests to a party,

and we are the hosts”

Align Your Goals

Why Feedback is Important

Social Proof Amazon Proof Trust Reputation

Three Goals Feedback

Customer Service

Seller Feedback

Product Reviews

Always Lead With Customer Service

Enhance the Customer Experience

Provide an Avenue for Conversation

Listen to Your Customers

Tactics for Seller Feedback

Why The Buy Box Matters

• $82b of sales go through the Buy Box • Responsible for 95% of seller revenues • Rewards sellers for great customer service • Sellers compete on their merits, not marketing

The Buy Box Fundamentals

The Amazon Buy Box is an algorithm that tries to

give the customer the best possible value for

the money.

Two Impact Variables

Feedback Score and Feedback Count

✓ You may request feedback from a buyer.

⃠ You many not offer pay or any incentive for providing feedback.

✓ You may provide a link to your feedback page.

⃠ You may not offer a link to any page outside of the Amazon ecosystem.

Do’s and Don’ts of Feedback Management

✓ You may provide links back to your seller page on Amazon.

⃠ You may not offer a link to a company webpage.

✓ You may communicate with your customer about their order.

⃠ You may not contact them about your newsletter or other specials.

Dos and Don’ts of Feedback Management

✓ You may contact customers through the Amazon email messaging system.

⃠ You may not contact them directly via phone or mail, or ask for their direct email address.

Dos and Don’ts of Feedback Management

Always Be Testing

Timing

Subject Line

Logo and Name

I am moving from Wholesale/RA to Private

Label

Amazon Search

The best place to hide a dead body is page 2 of Amazon Search

What Amazon Says About Search

https://sellercentral.amazon.com/gp/help/help-page.html?itemID=10471

Search is the primary method customers use to locate products.

Views for a product detail page can increase significantly by adding just one additional search term.

Price, availability, selection and sales history help determine where products appear in search results.

Better-selling products tend to be at the beginning of a results list. As your sales of a product increase, so does your placement.

Direct Influence

• Title

• Keywords

• Bullets

• Images

• Price

• Fulfillment

• Description

• Inventory Levels

Indirect Influence

Buyer Intent

Sales

Reviews

What Does Amazon Say About Reviews?

You may request reviews from a buyer

Any attempt to manipulate reviews is PROHIBITED

Things That Will Get You Into Trouble

You MAY NOT write reviews for products in which you have a financial interest!

You MAY NOT ask a buyer to remove or edit negative reviews!

You MAY NOT only ask for positive reviews!

You MAY NOT provide compensation for a review other than a free or discounted product!

Think Reviews Matter?

Creative Product Listings...

They Do!

Secrets To Sales On Amazon

Generate Sales & Satisfy Customers

Ask Your Current Buyers

Send a message at the right time. Always start with

customer service. Then focus your message to

your goals.

Automate the process to reduce

administrative work.

Customers want a way to communicate with you.

Provide that, make them happy and ask for

feedback.

Want More?

www.SellerLabs.com/RMRC16

Special Offer

Double emails for 6 Months. Plans start at $10

Want these slides or offer?

www.sellerlabs.com/RMRC16