Ways the Right Amazon Third-Party Seller Can Add Value to Your Brand
Partnering with an experienced third-party seller on Amazon should have unlimited upside in terms of strengthening your brand, visibility and listing. But, the marketplace has become so over saturated with third-party sellers vying for your business that it can be difficult to distinguish between those that add value and the ones that detract.
With 51% of Amazon sales coming from third-party sellers, according to a recent Buzzfeed News article, it’s clear that third-party sellers are a powerful force in the marketplace economy if you do the proper research to find the correct one.
Here are the ways that the right third-party seller can add value to your brand and drive increased revenues.
Effective Use of the Listing
One of the most important, and often overlooked, determinants of success on Amazon is crafting an effective listing. Experienced third-party sellers realize that a good listing is part art and part science, and will work to maximize each section of the listing to turn visitors into buyers.
A product listing should be viewed as valuable real estate, and knowledgeable third-party sellers will use every inch of it effectively.
Here are some of the areas in your listing they will improve to set it apart from the competition:
Keywords to Increase Visibility
Detailed Bullet Points
Effective Photos with Selling Points
Below we delve into each topic.
Boosting Traffic Through Keyword Research
Having a listing with all of the right keywords not only leads to higher sales on Amazon, but will result in higher sales across all of your sales channels. That’s because shoppers research products before buying them, and nearly half of that product research begins on Amazon.
Because searches on Amazon are very targeted, meaning that shoppers visit the site looking for a specific product rather than browsing and “happening upon” something, it is essential to have the exact keywords in your listing that shoppers are searching for.
Many sellers choose the wrong words and keywords to put in the title and body of the post, leaving a lot of money on the table. Experienced third-party sellers know exactly which keywords to emphasize in a listing and also have data and programs that understand the algorithms that make some listings rise in the rankings while others fall flat.
A professional third-party seller can create a lot of value for you by optimizing keywords, researching the best ones and using your entire listing real-estate wisely to capture sales.
Using Photos to Make Sell Sheets
Amazon lets sellers upload one main product photo and up to eight additional photos for each listing. Most sellers use these photo slots in the most literal sense merely to display their product at different angles and do not use all nine options. This is a big mistake. Make your photos work double time by turning them into sell sheets.
Using the photo pages to emphasize your product’s different features and to amplify factors such as dimension, size, technical abilities and other selling points of the product can go a long way to educate your customer and convert sales. Good third-party sellers will have the technical ability to overlay photos with text and will also know which bits of detail to display on the sell sheets.
Using Bullet Points as Selling Points
Sophisticated third-party sellers know how to take full advantage of the ample space Amazon provides in their listings. This is something that most sellers fail to do when creating their listings and their bullet points are just a few words long. They also tend to list the wrong features in this space.
Instead of solely listing features such as dimensions of a product, which you should have shown on your sell sheets, listing the benefits that the product will provide to buyers is a more compelling use of the space. One way to think of this is to list features of your product but take it a step further and tell potential buyers why these features matter to them and what potential problems your product could solve for them.
In addition to improving the actual listing, there are a host of ways a partnership with a professional third-party seller could improve your success. Read on below.
Generating More Product Reviews
Having a large number of positive reviews for your listing helps it rise in the rankings. And, the higher the ranking, the bigger likelihood of converting customers to sales. So, it is important that the third-party seller you choose to work with has a history of soliciting product reviews.
On average, only 2% to 5% of buyers will leave a review of a product they bought on Amazon. But, reviews have outsized influence when shoppers decide to make a purchase. A 2013 survey by Nielsen showed that four out of five Yelp users said they read customer feedback before buying something.
One of the simplest but best ways to increase your reviews is to ask your customers to review your product. Third-party sellers often have software to automatically solicit these reviews or have a institutionalized process for collecting them. An added bonus of asking buyers for reviews is that they have another touch point to your brand and will view your customer service in a more positive light.
Professional third-party sellers will also respond to negative reviews in a timely and conscientious fashion that will show potential buyers that you take customer service seriously and are dedicated to fixing any issues that may arise with an order.
Failing to respond to negative reviews is a trap that many sellers fall into, but seasoned third-party sellers know that a well-crafted response goes a long way.
Policing MAP Violators
An effective third-party seller should not only be inwardly focused on his or her listing for your product. The seller should go a step above and act as a watchdog on your behalf to make sure that there aren’t any bad actors on Amazon violating your pricing rules, which is sometimes referred to as Minimum Advertised Pricing (MAP).
Failing to stop sellers who are selling your product below where you set minimum pricing could have a whole host of negative effects. A good third-party seller should vigilantly be searching the marketplace for sellers undercutting your price, know how to report them and have the legal capability to stop them from continuing to sell that product.
Drive Sales with Pay-Per-Click Advertising
If you’re selling a competitive product or if it is in a category with lots of peers, you’re going to want to deploy pay-per-click advertising, also known as PPC.
If you have multiple third-party sellers for your product, it is likely that none of them will take the initiative to pay for advertising. When you work with one or two sellers who control the space, they are more likely to take ownership of the listing and do everything in their power to boost it.
When PPC is properly crafted and maintained, it is an extremely powerful tool to boost sales and increase the number of impressions your product gets. Pairing pay-per-click advertising with SEO is an effective way to direct buyers to your listings and convert them into paying customers.
Effectively Manage Inventory
In retail, you live and die by your inventory. Running low on inventory could be the death knell for you, and because Amazon shoppers are deliberate when they are on the site, if they search for an item and you don’t have the ability to fulfill it, you’ve just lost that sale forever.
That’s why constant inventory management is one of the most important pieces to selling on Amazon. If you are working with multiple sellers for your product, it is unlikely that they will communicate regularly about their inventory levels or log their inventory into a shared database. Instead, it is more effective to have one dedicated seller who understands your brand’s inventory levels and can coordinate with you when that level starts to get low.
Need more reasons to stay on top of your inventory levels? Without the proper amount of inventory, it is impossible to win the coveted Buy Box, which designates the default seller of an item. If product is running too low, Amazon will not endorse your product for the Buy Box.
Benefits of Having an Exclusive Third-Party Seller
Using a trusted third-party seller for all of your products can help you streamline a number of steps in the sales process, from developing a stellar listing to managing inventory, customer service and pricing.
A professional third-party seller acts as a true partner to your business and will align interests with you so that you both succeed by using best practices.
Rudderr is an eMarketplace solutions provider with extensive experience on Amazon.com and other online marketplaces. We add value to your brand by monitoring MAP pricing violations, optimizing listings with keywords and using data to develop your sales strategy, among other services.