In the last few years Amazon.com has gone from being just an online bookseller to becoming one of the largest online retailers in the world. One of the ways they have done this is by lettings businesses sell their own products through their Amazon website. This has made them a pretty good alternative to sellers that are dissatisfied with eBay.
Unlike eBay and their ‘Best Match” which uses a complicated algorithm to determine how products are displayed to buyers, Amazon uses the sales volume of products to establish their rank. The more a product sells, the higher up in the rank it goes.
Amazon also ranks its sellers. As an example, as I was sitting here working on this article I decided to see who the best seller of collectibles is at the moment. I won’t mention the name, but it turned out to be a company that sells sports memorabilia. Sports cards appear to be their specialty.
So, now that you know how Amazon displays and ranks the items on their website, the question becomes “how do I raise my own sales rank on Amazon?” Well, a lot of it depends on the products you are selling. The hotter the product, the higher the rank. Still, there are some tips I have learned that can actually help to raise your sales ranking.
Use Amazon’s Seller Central. It not only allows you to keep an eye on your sales and manage your inventory, but it also offers a free promotional tool as well. From Seller Central you can provide buyers with information about you and your products, display your logo, and promote your items. Since people like to know who they are buying from, this can make them more confident about you and your products.
Place your items in subcategories. You don’t have to be one of the highest sellers on Amazon to show up in the top rankings. If you sell vintage clothing, you can move yourself up in the clothing category by simply putting your clothing in the “Novelty and Special Use” subcategory. Although you are still in “competition” for ranking with other sellers that sell clothing, you’ve just eliminated a bunch of competition in the subcategory because not all clothing sellers sell novelty clothing.
Develop a marketing plan. Having a store front on Amazon just isn’t enough anymore. You need to be constantly promoting yourself. Use the social media to get the word out. Promote yourself on Facebook, Twitter and through blogging. Offer to do a podcast where you can discuss your product in exchange for offering advice to others. If you haven’t done so already, add a signature on your emails that points people to your storefront or to one of your products.
Ask for reviews. Buyers usually feel better about a company and its products when they read good things about you. If you sell products that are rather common it can be a little tough to get people to take the time to review it, but if you are selling unique items, you can add a note on the invoice and ask the buyer to review the product once they receive it. You can also be pro-active if you have a new product and ask a few bloggers to try the product for free and write a review of it for you. Not only will you get a good review on Amazon, but you will usually get some free promotion on their blog as well.
This guest post is by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the co-host of popular weekly eCommerce Podcast FBARadio.