Quick tips for outselling on amazon
Imagine yourself walking down the aisles of Target, Walmart or your favorite shopping mall. You pass three similar stores: a classic shoe store, a fitness store, and lastly, a hiking store. You are someone who enjoys walks with the family or maybe walks and adventures solo.
- The first: store has a simple layout with a nice pair of clothes and shoes, which you find appealing, but you proceed walking.
- The second: store has a jacket, a pair of shoes, and on the glass, it says, “run with style.” You think for a second, but again, you continue walking.
- The third: store has a picture displaying a group of friends hiking and climbing with a red Jeep in the background. You stop, look, think, and click! You decide to walk in.
This is what we call the emotional effect. Most people believe that the buying choices they make result from a rational analysis of available alternatives; however, psychology says otherwise.
Emotions are the primary reason consumers prefer brand-name products. However, it is important to notice that many of the products we buy are available as generic brands with the same functions and at lower prices. You are probably asking yourself… “what does this have to do with Amazon.
First, pay attention to these metrics:
- On average, 45-50% of sellers on Amazon are private labels or third-party sellers.
- Amazon has 2 million-plus third-party sellers around the world that are immensely profitable to Amazon.
- Many of these sellers are small mom and pop businesses that are running out of their garage/home.
With all of these generic brand sellers going up against name brands, how are they winning?
Well, most buyers shopping on Amazon do not search for a brand, but rather, they search for a product. For example, someone searching for hiking boots, would not type “Merrell Hiking shoes” they would simply search for “hiking boots”. Furthermore, most buyers shopping for a product have installed some vision about how they plan to use it.
IMPORTANCE OF DIGITAL CONTENT TO GRAB ATTENTION
On a digital marketplace content is everything! So what exactly grabs the attention of consumers? It is hard to know precisely what to showcase for a product when there are people of all demographics searching for products like yours. Here at ASDAL, we focus on photos, consumer reviews, and appealing product copy.
Lifestyle photos, because of their emotional pull, help products sell better (especially on the online market). People do not often realize that lifestyle photography is a massive factor in product purchasing. These types of photos demonstrate how the product is used in a variety of ways.
For instance, a buyer is more likely to buy a hammock after seeing a photo of a couple lounging on a starry night, rather than merely a photo of just the hammock. In e-commerce, emotional connection is accomplished through photos and product copy. Most products are sold when they capture the benefits— the Amazon marketplace is more about persuasion and emotion and less about tedious details.
Remember, Amazon is the 80|20 rule. 80% of people remember what they see as opposed to what they read so that engaging lifestyle photos could make or break the success of a product.
NEVER UNDERESTIMATE CONSUMER REVIEWS
Product to consumer reviews or as we call it, a PTCR is also a huge factor when attempting to outsell other products on Amazon. Just look up the competition and scroll through consumer reviews. By reading what people are saying and excluding from reviews, you can pick out what people are looking for in a product. After that, you are better able to emphasize the good aspects of certain products and include more keywords to gain the attention of a wider search audience.
Understanding your target audience
Finally, knowing what kinds of buyers will be looking at your products will help refine what you put into each listing.
- Action words
- Brand names in titles and description
Mindful execution of these topics in your product copy will attract a larger host of people searching for products similar to yours.
NOTE: You can also put words in photos as long as 70% of the photo consists of the product itself. These annotated images help increase the likelihood of converting clicks to orders.
Just like there are various buyers, there are various ways to display your product to match the needs of consumers. These are a few tips and tricks to knowing what to put in product content, but there is a whole host of factors that go into making a product appeal to as many potential buyers as possible.