VIDEO TRANSCRIPTION: Hello, everyone. In this lecture, I’m going to give you an overview of a standard Alibaba listing. Now obviously, listings vary from product to product, the amount of effort a supplier will put into a listing, but I feel like I’ve found a listing here that kind of covers all the things that you will see on a standard listing. But please bear in mind, depending on the product, there might be some terms and variations that I’m missing. So you’re starting at the top here, we have the title of the product. I have gone for a 240ml bath jar with a spoon. So this is basically a title area where your supplier will put in the loaded keywords relevant to your product. Moving over to the left here, we have the product image. As you can see, this is basically a glass jar. They’ve modelled it with some bath salts in here, and they’ve got some other images here which are very nice. If you click on the image, you will see that you get taken through to more images and you can kind of slide through them using the arrows on the side here. If you keep going, it will show you some images that aren’t actually included with the immediate images in that top left-hand corner, you get a few extra ones and there’s also a video and some pictures of their factory, too. So you get a bit more of an overview once you click on the main photo. Okay, moving off to the left here, we have free on board reference posts. This is a common shipping INGO term which basically means that the liability for the shipment if you were to order with them, would end at them getting in on board the mode of transport of choice. So if you are ordering over ten thousand of these, you may well want to put them on a boat. It then becomes your liability and the responsibility for the shipment lies with you. This is pretty much every listing on Alibaba you will see this. You can ask for different shipping terms depending on your circumstances, but FOB is generally the way to go. Anyway, you can get your latest price here by clicking this, and this will give you a, open up a communication window with the supplier. Beneath that, we have a general overview of the price. It’s 0.57 pieces to 0.27 cents per unit, and it’s 10,000 pieces is the minimum order quantity. Now please take these as a rough overview and just get an idea of what the price is and what the minimum order quantity is. Once you open up communications with the supplier, then these are subject to change. You can offer more here, take more away there. Sometimes maybe not, I mean it depends on the supplier, what their circumstances are, but you can often get these changed with a bit of negotiation and conversation between yourself and the supplier. They’re normally very flexible on this sort of things. Underneath that we have the contact supplier button, so you can straightaway contact the supplier, go through to a messaging service on Alibaba.com and open up a line of communication with the supplier. Next to that is a start order button, this starts a trade assurance order with the supplier. Beneath that is leave messages. Now, this is kind of, you can leave the supplier a message by clicking here or, if the supplier is online, this will change to like a Chat Now and it’d be like an instant chat service. So instead of sending out an e-mail or a message using the contact supplier button, if the supplier is online when you’re online then you can have an instant chat with them, which is a lot quicker and you can find out information about the product a lot quicker, too. One other thing I should mention quickly, in the top of the image up here, you have a little heart button. This is the add to favourites button. If you click this, it should go orange and that has added it to my favourites. So now I can go to my favourites on any page on Alibaba website and reference this product very quickly. Next to the leave messages is a request for a free sample. You click this and it will take you through to a request form that you can send a supplier asking for a free sample of this product. Normally the supplier will ask that you pay for the freight and shipping, but the sample itself will be free. Heading further down, we have the information that the seller supports trade assurance, the seller’s usual payment terms, and shipping information where you can get quotes as well by clicking here. Off to the right of this is a box that gives you more details about the supplier manufacturing this product. At the top here, you have the name of the supplier and if you click on this it will take you through to the company profile. Beneath that is the number of years that the supplier has been in business, or been on Alibaba should I say, and the country of origin. Beneath that, we see that the supplier is a gold supplier with Alibaba.com, accepts trade assurance again, and has had an on-site check. We also have reviews here, they have got one review which isn’t a high amount, but they did get a 4.7 out of 5. , Alibaba transaction level rating and the number of transactions they have done in the last six months and the amount. So here it’s over $120,000 they’ve done in the last six months and that totalled to 16 transactions. Their response time is important. Now, the response time and the response rate are two metrics that you really want to pay attention to when looking a supplier. These guys are responding under 24 hours and their response rate is 85.2%. Anything under 60% on the response rates I would raise an eyebrow at, and you want that response time to always be under 24 hours. The reason for this is, at the moment this supplier’s giving you their best representation to try and get your business. Now, if these figures here are low now before you’ve even communicated with them or developed any kind of relationship with them, what’s it going to be like once they have your business? I mean, the response time, once they’ve got your money or once you’re in with them, the response time could fall away even more. And when you’re relying on quick responses and you’re relying on information quickly, on details on their orders you’ve got with them, then you want these response times to be quick now so you know that they’re going to get back to you when you really need it. Now, moving down into the meat of the listing, we will have three tabs across the top here. Again, this takes you to the company profile and their transactions overview, giving you a more in-depth look at the supplier. Beneath that are tabs. Now if you click on these, it will take you to various parts of the listing. So if we click on packaging and shipping, it will take us further down the listing to the packaging and shipping area so we can see more details on how this supplier packs and ships their products to you. Now we can jump again to their services. If we go to their services, you will see that they do label printing, so they’re in for OEM and private labelling, the different types of branding and labelling they do, packaging. They offer free samples, OEMs acceptable on lab tests and hygiene and various things like that. If we scroll down to the product description area on the listing, this is always a good sign as to how good a supplier is. You’ll see some listings on Alibaba and they are horrific on why anyone would want to send that supplier a message or engage with them in business is beyond me. You’ll see some murky, gloomy-looking image that’s just done with an old mobile phone and it’s just been thrown on an office table or something like that. This sort of thing really is off-putting to a buyer. I mean, if you’re looking to source these products and maybe part with thousands, tens of thousands of dollars, you need to be reassured within yourself that this supplier means business and they’re enthusiastic to do business with you and they’re enthusiastic about the product that they’re supplying. So when we look at this listing, you can see here that they’ve put some time into making a table and it gives an overview of details that you’ll want to know as you’re supplying or looking to source this kind of product. Going back to the listing quality, again, we can see here that they have put some time and effort into making these images look good. They modelled it here with some bath salts, they’re showing you here that there’s a label on here, you can put your logo on this label, you can have this as a private-labelled product. I dare say you could find bath salts very easily on Alibaba and maybe get these jars sent to that bath salt factory and they’ll pack them for you and the labels will already be on because these guys are going to stick the labels on and hey-ho, you’ve got yourself a nice little bath salt private label product that you can sell on Amazon or on your eCommerce store. Moving down, we have more product images. All of them are of a good standard, good quality. If you are looking to source this product and you have nothing similar, then often the factory will give you the unwatermarked images here so you can use them as a starter. So if you are looking to sell this product or start advertising it and you haven’t had time to get the product images done, then if you make a nice big order with these guys or you’ve developed a good relationship with them, you can ask them, “Can I quickly borrow these product photos? I need some just to quickly put on my Amazon listing or my website until I can get my own ones taken and sorted out.” If we click through to their company profile, this will give you more information on the factory or the supplier and is another way to gauge just how legitimate they are, as opposed to being a gold supplier, if they’re a gold plus supplier it’s, even more, a bonus. We can look at their factory photos here. There’s also a video of the factory and location, you can press that. And also, you can check here that they have had the Alibaba on-site check. Now, if you hover your mouse over that on-site check logo it will tell you on-site check, the supplier’s company premises have been checked by Alibaba.com staff to ensure on-site operations exist there. A third party verification company has confirmed the legal status of the supplier. Heading up to the top here, we have the home page, we have the product categories of all the different products that they sell. They are indeed well into the glass jar and glass packaging niche. The company profile, which is what we’re on, and giving you a great overview of what this factory is all about and what they’re doing and the contacts where you can contact them. You can also check them out with their website address at the top here and their phone number. If you go through this supplier’s product portfolio and you like their company profile, you can also save the supplier to favourites as well by clicking on the heart button there. That will save this supplier to a separate list, so you’ll have your favourite suppliers and your favourite products. So if you are looking to source a product from this supplier or you’re looking to combine products or whatever you want to do, you can save suppliers to a separate favourites list which is amazing. And that is about it for a listing overview. As stated, all product listings are different. It really depends on how much effort the factory or supplier wants to put into the listing, it depends on the product, it depends on your requirements and the information you need, but I think that this listing kind of gives you a good overview of all the common things you’ll find on any given listing on Alibaba. I hope you liked this lecture and I will see you in the next one. Thank you for watching.
A high converting Amazon listing is not just a page that customers go to to check out your product. It’s a tool to present your products in a clear and professional manner that will convert the maximum amount of customers.
This will intern push your listing to the top of the Amazon rankings getting you, even more, customer and sales.
Before setting up an Amazon listing or even just setting up on Amazon you need to understand what the goal is for selling there in the first place.
Amazon is a great place to get started when selling in eCommerce and can take your business from nothing into the millions each year.
It is also amazing for taking the first-time buyer to your brand and products and making them raving fans who will purchase from time and time again.
The “raving fan” part, however, is not created by Amazon it is created by you and how you interact with your customer and eventually extract them from Amazon into your own email lists and get them shopping from your eCommerce store where you are in full control.
Extracting customers from Amazon enables you to eliminate the competition which surrounds you on the Amazon Marketplace and be able to market to your customers and interact with them completely on your terms.
This gives you a business that will be worth a huge amount and secure your future.
AMAZON IS A GREAT SUPPLIER OF FIRST TIME BUYERS
The Downside & Risk
Every product on Amazon is subject to the Product Life Cycle. The span of this cycle varies between products and niches and sometimes it can take some time but eventually, sales will decline. This can be due to more competition in the marketplace or customers just aren’t interested in your product anymore.
What’s the solution?
Building your own assets and brand equity is the best, tried and tested methods to capitalize on the Amazon powerhouse.
Having a website, customer email list, messaging and social media combined with solid branding will retain your customers and get loyalty.
So why start with Amazon?
Good question. Here are some unbelievable statistics as to why Amazon is the perfect place to start and build your eCommerce business.
- Nearly 60% of people in the US start searching for their intended product on Amazon first. This makes Amazon the biggest product search engine in the world by far and is definitely a must location to position your products.
- 46% of all US sales online are done on Amazon.com. Which equates to a huge amount of people, money and potential customers for you.
- 304 million people in the US are Amazon members. This means the vast majority of people in the US are Amazon shoppers.
These figures are just for US customers but really illustrate how dominant Amazon is in the eCommerce world.
Aside from seeing Amazon as a way to syphon off customers to and create your own customer base, it is absolutely imperative to always have a strong presence on there due to the huge number of users.
If you decide not to go the Amazon route it will only give your competition a huge advantage.
There is also a huge amount of people (myself included) who prefer to only shop on Amazon but have a preference for specific brands. So if you are not on Amazon and those customers know your brand you will be losing them to your competition.
When there are 90 million Prime members in the US alone that your competition is a part of, you need to be too.
Benefit from other peoples marketing and price checker software.
Over 80% of shoppers price check online when shopping in a store. This is not only a crazy figure but if they have a Prime account that they are paying for then they are going to buy it on Amazon first especially if it is cheaper.
Your product will also benefit from this if it is related to other products that people are searching for and if you run PPC on Amazon it will give you even more exposure.
It doesn’t stop there either. If you are running Facebook ads, for example, and you are not on Amazon you are creating a desire for your product. The customer again will check to see if it’s on Amazon especially if they are a Prime member and if you are not they will someone else.
BY NOT BEING ON AMAZON YOU’RE MISSING A HUGE AMOUNT OF PEOPLE
How Amazon Displays Your Products
The Amazon fire stick was one of the biggest selling electrical appliances ever and is still going strong. Amazon has created and continues to create a huge array of devices for which the sole intention is for you to purchase and interact with Amazon.
Primeday is almost a public holiday! It is one of the biggest spending days in the world with billions being made.
How To Kill It On Amazon
RANK – LAUNCH – EXTRACT
Getting complete success on Amazon and coming away with a business that is going to make you money for the long term and provide you with a strong customer base and brand loyalty comes down to these three things.
In this post, we are going to focus on how to rank your products and create an awesome Amazon listing that will crush your competition and maximize your sales.
How Does Amazon Rank Products?
For this, we will take an example product and go through the process of what a customer does when using Amazon.
To start, a customer will type into Amazon Search what they are looking for.
Once the customer hits the return button Amazon will use its algorithm to see if your product is relevant. This will give the customer the best and most refined search results which in this case will put the silicone oven gloves above the normal oven gloves and other cooking utensils.
So by putting the right keywords into your, listings, you will get Amazon to see your listing for what it is.
By doing good keyword research whilst writing the listing and adding it to the keywords input in the backend as well as throughout the listing description and title you will be at least indexed in the search and the rankings.
CTR (Click Through Rate)
The customer will now be presented with the results of his search query. At this stage, Amazon is concerned about click-through rate and if your product is getting the highest amount of clicks than others in these results then that’s really going to help you out. Especially when your product is new and doesn’t have a lot of reviews.
Your customer has selected a product and clicked through to the listing we are now focused on the conversion rate.
Hopefully, after the customer has read and looked at the images they are going to press the add to basket button.
Average Order Value
This is the final metric that Amazon looks at and even though it’s not directly related to ranking it’s still something they look at.
Amazon’s Ultimate Search KPI
RPC (Revenue per Customer)
Amazon wants the maximum revenue per customer.
If you can convert a lot of people on your listing which will give you a higher RPC and Amazon will rank your product.
Obviously, you are going to need a great click-through rate as well as a conversion rate. If your listings are converting well but nobody is clicking through, Amazon is not going to rank you highly. Amazon wants to show its customers something that’s getting a lot of clicks and selling a lot.
Your Ranking Formula
This might sound obvious but I see people trying to sell products that are just plain inferior to their competition. Even if your product is the same as your competition you should be always be looking to add more. Bonus products do very well in this respect as do guides or tutorials.
You don’t necessarily need to be the cheapest as a customer will put value in the listing, reviews and your brand. But the price does need to be fair for what they’re getting, so if your price is way off the chart it’s going seriously affect your rankings.
One of the most important if not THE most important aspects when ranking your Amazon listing is great feedback. Having a good amount of positive reviews that you constantly monitor will pay dividends in the rankings. Just the same if you get some bad reviews it can be very hard to recover.
Great Product Listing
If you combine all of the things mentioned above with a professional looking product listing you have the magic formula to ranking well.
Having just an awesome product listing can generate a multimillion-dollar business without any PPC or launches.
OPTIMIZED PRODUCT LISTING
HIGH CONV %
Amazon is fundamentally a comparison website.
Unlike Facebook or Google, a customer is already on Amazon with a problem or a need.
This is great for sellers as they don’t need to get there leads attention, they already have it. In this respect, the customer will come to you by typing into search what their requirement is.
This leaves Amazon with the job of comparing the listings it has to present the customer with the best available option. So if your listing is optimized better, looks better and has a better title then you will be put above your competition and take all of the business.
GOAL: POSITION YOURSELF ABOVE THE COMPETITION.
STEP1: Earn The Click
The first and most looked at aspect on the Amazon product listings page is the main photo. As humans, we are very visual people and have an idea in mind of what we are looking for. When we see it on the listing and can associate that thought we had in mind, then its a case of the best and most creative photo will stand out and win.
Product titles are not normally read all the way through. Customers will generally scan over them looking for a key feature they’re interested in or to confirm that this is what they need.
It is best practice to get your most searched for keywords and features at the front so they’re most visible.
The price is super important because once a customer is done looking at the main photo the price is next. They will then look at the other listings to see if this price is in line with the others on the page.
You do not need to be the cheapest but you do need to offer the most value and stand out. Presenting the product correctly will enable you to offer a premium price.
At this stage, reviews are still important but not as important as when the customer clicks through to the listing. The aim here is to have 5 gold stars showing which will give your customer the confirmation they need to click through.
Being Prime eligible is super important. You will naturally rank higher than listings without Prime and it also gets your Amazon listing way more clicks and increased conversion rates.
As we covered earlier a huge amount of Amazon customers are Prime registered and are only interested in shopping for Prime products.
Having a promotion not only gets increases the chance of a click with more value to the customer but also adds another field to the listing that draws the eye and will make you stand out.
STEP 2: Convert The Click
Now that your potential customer has clicked through onto your Amazon listing its time to convert that click and get the product added to their basket.
You have to imagine that the Amazon listing page is like your customer stood in front of the product at a supermarket.
In a supermarket, they will be looking at the packaging, be able to look, feel and interact with the product.
Your job here is to replicate that experience as best you can so all of the customer’s doubts, concerns and questions are answered and they have no option but click the ‘Add to Cart’ button.
The customer will again look at the main photo. This time they will want to take a closer look and will more than likely use the zoom feature to see the finer details of the product and what it looks like up close. Make sure that your products are all HD and the optimal size to utilize the Amazon zoom feature.
The product title is now even more important and more prominent to the customer’s eye. Again they will probably not read the entire title in detail but will scan it for relevant keywords and details that are important to them.
The title is also super important for ranking and Amazon SEO but we will cover that in a bit.
Aside from the main product photo your additional product photos are the most important feature of your Amazon listing and will more than likely be studied by an interested customer. Product photography ramps up a level on here too as they can have backgrounds and show the product actively being used. More on this in a bit.
Customers will generally look at the top two and last bullet points on the listing, try to make those your most important points. I normally make my last point a money back guarantee and the top two my biggest selling points.
The promos options are placed in multiple locations around the listing. Not only do they offer value to the product offering but also more options for you to convert. It does seem like Amazon is putting more weight into the promotions and I recommend you have them wherever possible.
Being Prime eligible is a must. A huge percentage of customers will click out of the listing straight away and look for a similar product if they see it’s not Prime eligible.
Reviews are super important and a large majority of your customers will read some reviews before purchasing. Especially if it’s in the higher end price range. The number of reviews should not matter too much if product research is performed correctly.
Q&A is more important if you are selling an expensive product as people will no doubt have questions or require additional information that can make them good objection killers. They also act as great Amazon SEO by adding even more keywords to the listing and showing activity which is something Amazon likes to see.
So that’s the key features of a successful Amazon listing. Let’s break it down even further into what’s essential and the important points to back them up.
- Main Product Photo. The main photo has a direct influence on the listings page and is the centrepiece in the listing for the customer to examine. As stated earlier, we humans are very visual in our approach and probably have an idea in our mind’s eye as to what we are looking for. It’s the job of the seller to not only supply that image but exceed it, thus sparking interest and desire.
- 5+ Awesome Product Photos. Even though these really only increase your conversion rate as they are only seen when the customer hits the listing they are super important and are a massive decider in whether a customer is going to convert or not. If your product photos are done well enough you should be able to answer all of the customer’s questions and concerns there and then preventing the customer from scrolling down to the reviews and Q&A.
- Keyword-Rich Product Title. This will not help with your conversions but it does show Amazon how relevant the listing is and if customers read it, will help with click-through rate too.
- Keyword-Rich Bullet Points. People do read the bullet points, they also help with relevancy and conversions. Well written bullet points will help keep the customer in the top section of the listing and combined with amazing photos will increase conversions.
- Keyword-Rich Description. The description really helps with Amazon SEO/relevance more than anything but some customers do read it and that will intern increase conversions.
- Brand Registry & Enhanced Brand Content. Enhanced Brand Content is becoming more and more essential as time goes on and has a big impact on the look of your listing pages and how you present yourself as a brand.
- Great Product Reviews. Having great reviews to get the Click and for conversions is very important and will reinforce the customer’s decision.
PRODUCT PHOTO EVOLUTION
When a customer is looking at the search results your product needs to be the one that stands out from the crowd. Looking and being different whilst adding value and relevance is key to getting the click.
As you can see from the photo above, some of these baking mats really stand out and catch the eye whereas others look second hand and have a nasty colour about them. People will not be clicking on your product if it looks like a smoker has already owned it for ten years.
The evolution of product photos is none more evident than in the silicone oven glove niche where the competition is fierce, especially on Amazon.com. As the competition got more intense so did the look and quality of the product photos with sellers getting more creative and offering more in the way of incentives.
Main Evolution Points
- So it all began with one glove on white background. This is pretty much the most basic of product photos but if the competition is non-existent then you can get away with it.
- The next stage in the evolution was kinda the same but we now have two gloves in the picture. This could mean that they are now selling two as opposed to one or it just looked a bit better.
- Next was the hand in the glove. This gave it a lot more life like feel and enabled the customer to see what it actually looked like on the hand. We also go the first feature cutaway that shows the pattern on the glove.
- This photo is showing the amount of customization and branding their product has and is also stating that its heat and water resistant.
- The final photo has stuck with the more traditional design but they have bundled it with some meat claws and a silicone brush.
- If you always have the mindset to be better than your competition and offer more you will always lead the way in this evolution with your competition playing catch up.
If you want to see how to differentiate from the crowd then go to the most competitive markets on Amazon and see how they are differentiating themselves from the market and putting the flare in their offerings.
SECONDARY PRODUCT PHOTOS
Your Secondary Photos should not just be random photos of the product but should take the customer on a journey. By the time the customer has finished looking at these pics, their questions should be answered and they can visualize themselves using the product and how it improves their life.
Showing the product being used and if your really good in conjunction with other products you sell will give the customer all the information they need to make an informed buying decision before even reading a single bullet point.
The Best Results
To get the best results from these photos we use lifestyle shots. These kinds of photos can be seen in any department store or magazine and give the customer the impression this is what life is going to be like after they have purchased this product.
Another great photo type is use-case photos that will show your product in action and illustrate the tangible value a customer is going to get when they purchase.
Showing product in use-case style with a close-up window of a specific feature being used is a great look. Try to do this with making the photo look too busy.
Unboxing Photos / What’s Included. Showing the customer what they’re going to get and what your product has over the competition. this is a great way to show value but should always be combined with lifestyle shots.
Product Data / Details
Showing the product data, ingredients and combining that with some main selling points is very powerful and can really sell the product. You can also do a product guide give a ‘Who’ ‘What’ ‘How’ ‘When’ type graphic that provides the customer with a huge amount of information.
Using these types of images allows you to easily display your products differentiators to show what makes your product better than the competitions. What does your product do or have that they won’t get from others? Or they might get from others but your competition has failed to display it correctly.
Dimensions / Sizing Info
This is product specific but offering details on how a product fits and whether it is suitable for the customer’s needs is very powerful. Remember id your competition is doing this then they will get the conversion.
Certifications and test results
If you are paying to get your product certified and have a badge(s) to prove it they should be displayed clearly in the images and in your keywords. For example, a customer is looking for gluten-free bread they are going to type that into the search as opposed to just “bread” and when they click through to your Amazon listing it is extremely powerful and reassuring to your customers that the gluten-free certification badge is front and centre.
Not only do these badges enhance your credibility but again they are awesome differentiators that will make you stand out from your competition.
Coupons / Offers
Using one of your images to offer coupons or special offers eg Buy 5x Products Get 20% OFF! Doing this is a great way to visually display the offer to an already very interested customer. Displaying the Amazon coupon code in the in the image with instructions like: USE CODE: SUPERDEAL66
It is also recommended that this be the last image the customer sees. By this time they are clearly very interested in your product and are enjoying the photos. Showing them a great deal at the end will get the maximum conversions.
Social Proof / Results
Showing listings and testimonials in your images or a picture collection of customers enjoying your product and using it is extremely powerful. If you can get your product into the hands of a well-known influencer this can have great results too.
Highlight USP’s / Differentiators
As you can see from this post and the blog, in general, I am very big on product differentiators and being different with your offerings.
By including these as a list in a photo can really give you an edge. If you are selling a product that is exactly the same as everyone else then adding a bullet point list telling the customer a bit about your business and why they should buy from you as opposed to the others.
- Best Value For The Best Price! We keep out prices as low as possible without compromise on quality.
- 100% Certified Organic and Gluten Free
- Excellent Customer Service
- Small family run business right here in the USA!
- Help us carry out our lifelong vision to plant as many trees as we can and restore out countries forests.
When highlighting your USP’s in this fashion try to think about what values your customer will have in relation to the product.
- Do they commonly have a lot of national pride and would favour products from their home country?
- Is the environment a concern and watch their carbon footprint? If so emphasize how green your product is to the world.
- Is your product complex so excellent aftersales and customer service would be reassuring to them.
These images work well if the product is super ‘impulsey’. A customer can get all the answers they need and see it in action in one shot. This works well for simple products like silicone oven gloves. Including items like product features, dimensions, shots of the product in use and any main differentiators will work really well here.
Comparison tables are one of the most powerful images you can put on your listing. Customers who shop on Amazon are already comparing your products to others out there it’s how Amazon is designed and laid out. With comparison tables on your Amazon listing, you are kinda controlling the comparison and message a customer gets. Instead of them looking at different listings they can get the reassurance they need that your product is the best right there.
Comparison tables are extremely effective.
The Product Photo Stack
All of the above culminates in creating a sales experience as your customer goes through the photos. I recommend starting by displaying the main features of the image, then quash any of the main concerns and questions a customer might have about the product. Then move onto differentiators and comparison tables followed by some social proof and finally any coupons/deals you are running. This will obviously vary for each product and brand but its a framework I try to stick to.
Check out what some of the biggest sellers in your niche are doing and not doing with their images and try to improve upon it. This is something that should be played with and constantly changed and tested.
Where to get your amazing photos created?
These are the two services I personally use to get all of my work done and have had great results.
High Ranking Product Title
Having a great product Title is not only important for the benefit of the customer but also for ranking on Amazon. Titles are one of the key features Amazon uses to decide who sits top.
Let’s start with what’s already working.
Type into Amazon your main product keyword.
Once the search results come up start writing down the most used words what appear on the front page.
We are looking to target 1 – 4 keywords (4 being the maximum).
Aim to have your primary keywords at the front of your title with the main one being in the first few words.
The rest will be positions towards the back of your title so be sure to front-load your titles with the best.
Remember that you are looking at what’s already out there and improving. Customers are constantly comparing when on Amazon and your title will be compared to make sure its better.
To make words stand out use the following:
Construct Killer Titles Lecture from The Amazon Seller Masterclass
Title Structuring: Branded Product Titles
[BRAND NAME]: [PROPRIETARY FEATURE] [KEYWORD] [KEYWORD 2] [KEYWORD 3]
GrillTech: SureGrip Silicone BBQ Gloves – High-Temperature Heat Resistant Oven Mitts – Stop Dangerous Burns & Spills While Grilling.
Unbranded Product Titles
[KEYWORD 1] – [KEYWORD 2] [KEYWORD 3] – [FEATURE/BENEFITS] WITH [PROPRIETARY FEATURE]
Silicone BBQ Gloves – High-Temperature Heat Resistant Oven Mits – Stop Dangerous Burns & Spills While Grilling with SureGrip Technology.
Build an Amazon Listing For Mobile
In 2017 just under half of all Amazon purchases were made on a mobile device. This is important to take into consideration when creating your listings for the following reasons:
The titles on mobile listings are shorter. Make sure to have your main and most searched details in the very front part of your Amazon listing.
Images ensure that your image is clear and stands out from the others on the search page.
Your listing needs to catch the eye and drive the click away from all the other listings.
High Ranking Bullet Points
Bullet points need to provide all of the most important features and details about the product in a clear and eye-catching way. Bullet points also have a huge impact on how your product is ranked on Amazon and by entering lots of keywords and search terms you will see great results.
Start by looking at what the best sellers in your niche are doing. Most of the tops sellers in a niche have spent hours and hours perfecting their bullet points to get maximum results. a lot of them will have spent huge amounts of money into research and testing too.
Use that information that is already there and build upon it yourself by adding your own product features and differentiators into the mix.
Bullet Point Tutorial From The Amazon Seller Masterclass
BULLET POINT PRODUCT LAUNCH TEXT:
When starting a new Amazon listing and product line, it can very hard to get traction, initial sales and more importantly those first reviews.
If this is the case for you then it is a good strategy to offer a discounted launch offer for the first 100/200 products. I recommend that you make the price so you break even and adjust the price so the customer can see that there are sales happening and this is a reduced price.
Once you have done this make the first line of your first bullet point something like this.
**NEW PRODUCT DISCOUNT OFFER** This is a brand new HotGloves product! Available for a very limited time at this heavily discounted price only on Amazon!
This will tell the customer that the product is new and that is why there are not many reviews and also incentivize them to make a purchase. It’s very important to combine this strategy with everything that is written in this blog post and a solid Amazon PPC strategy.
Bullet Point Structure
[FEATURE/BENEFIT]: Explanation of the feature or benefit in more detail.
So make sure that the feature or benefit is in capitals and try to keep to under 10 words. Follow that with a colon and then an explanation in more detail.
GOAL: GETTING PEOPLE TO CLICK ON YOUR LISTING OVER OTHER WHEN THEY’RE RIGHT NEXT TO EACH OTHER
Pain & Pleasure
Whilst writing your bullet points it’s good practice to use the pain and pleasure method.
Your customer is in your Amazon listing because they have a pain point something in their life is not working or they need your product to solve a problem they’re having.
Address the problem(s) in the beginning part of the bullet point. State how this problem causes a huge amount of inconvenience and ask if the customer has had enough of these problems.
Also, find other problems that could happen to your customer that they might not even think of or how the problem could escalate if it’s not taken care of.
Once you have twisted the knife a bit release the pleasure by stating how your product can solve all of these problems prevent any other bad things from happening and generally make the customer’s life much better.
This technique is sales 101 and is proven to work time and time again. The key is not to be too pushy or ‘salesy’ but to just point out the problems and solutions in a conversational type manner.
The Last Bullet Point
This is the most important bullet of them all. It is proven that most customer will read the last bullet point over all the others and it should contain either your bonus or money back guarantee to seal the deal.
By doing this you will either mitigate the risk or increase the perceived value of the purchase. Both of these are extremely powerful and are the final push to get that conversion.
High Ranking Descriptions
Even though your description is nowhere near as important as your bullet points or title, it is still a place that should be filled with keywords and relevant information to your customer that will seal the deal. The further down the listing your customer goes the less likely they are to click on the add to cart button. Use the description to answer any further questions or issues your customer might have about the product so they convert.
Work in Progress
Your description should be a constant work in progress. Changing up the keywords and using long tail keywords is highly recommended. This is also a good place to add keywords and phrases that you couldn’t fit into your bullet points and title.
As stated earlier, nearly 50% of all purchases on Amazon were made on mobile devices. This is very important as the description is above the bullets points in mobile view and only shows the first few lines so try to make them your most powerful or eye-catching.
The goal of a description is to get the customer to go back to the top of the listing and click the add to cart button so treat it like a short sales letter.
Use Basic HTML
There are a few HTML tags that you can use to spice of your listings and stop them from looking like an ugly block of text.
The first tag we will use is the BOLD tag. This will make the text you select bold like this.
First, type the text you want in bold.
Then add <b> at the start of the text and </b> at then end
eg: <b>Source Ship Sell</b>
Now the text between those two bold tags will be emboldened.
Just like the bold tags above put a <p> at the front of the intended paragraph and </p> at the end.
The final tag we will cove is the Line Break. This is the easiest because there is no closing tag. Whenever you want to start a new line just add <br> and that will put the text after that tag on a new line.
What To Include
Reiterate all of your best and most important points and photos. You can now put some of the key points and phrases in bold and separate the text up with HTML.
At the very bottom of the description put a call to action and or guarantee.
Final Ranking Tips
Reviews are Important
Do everything in your power to remove bad reviews. But please don’t breach Amazon’s TOS.
Remember these are PRODUCT reviews if the review is about late delivery or the product showed up damaged then it will be removed from your Amazon listing.
If you receive negative feedback, reach out to the customer and ask them how the situation can be resolved. Try to do this quickly as possible and don’t get drawn into an argument, if there is no way to resolve the problem, move on.
Respond To Everything (Q+A and Reviews)
When you receive reviews, make sure to respond to them in the comments. These responses should be dense in quantity and quality. This keeps the listing active, encourages a great interaction with customers but increases SEO. There will be more keywords added to the listing that Amazon rank you for. You will also get good ranking in Google by doing this.
Be sure to respond as quickly as you can and as thoroughly as you can.
Subscribe & Save
If applicable, enrol your product in Subscribe & Save. By doing this you will increase your conversions exponential and it happens automatically. Even though the customer does not need to return to your product listing you are still making the conversions and Amazon will count them as such. This will rank your products much higher on autopilot.
Having an Amazon listing that is ranking high and converting like crazy is an awesome asset to your business. Your listings require constant refining and testing to get the maximum results and stay ahead of your competition.
If your budget is small, invest in the best photos possible. Amazon is progressing and as people are very visual in thought and decision making, having highly optimized photos are essential.
I really hope you liked this tutorial and take action with it.
Please leave a comment or question below and share it to help others.
It’s common to see private label sellers obsess over logo design and how their new brand should look.
Your brand including your logo will develop and change over time as will your products and offerings.
There will be constantly new things happening. There are new experiences, you’re getting customer feedback, you’re adding more aspects to your brand, you’re adding more products, testing, metrics and just generally seeing what is working.
Your business will evolve and so will the way it looks.
“Amazing” Is Not Essential For Initial Logo Design
When you want to get your first logo — your initial logo design — it doesn’t have to be that amazing. Don’t put hours and hours of thought into this and waste a lot of time.
Just get a logo that you like the look of and will work well with the products you currently have.
Putting your heart, soul and wallet into a logo, trying to get the new Nike swoosh in the early stages could well end in an expensive disappointment.
Where To Go For Inspiration?
Thankfully there are some great places online where you can get inspiration for logos and brands and have them designed for dirt cheap. The reason for keeping things cheap is as already stated… Things will change and there is no point spending hundreds of dollars on a logo when things change and it’s not a good fit anymore (sorry to keep repeating this but it’s important).
This site has loads of template logos that designers can use to add your brand name and tagline (if you’ve got one). It’s also a great place to go if you are looking for inspiration on how you want your brand to look
You can pick up a logo template for relatively cheap or you can just copy the link and give that to your chosen designer for reference.
has a fine collection of logos that can be used for inspiration or give to the designer as a reference. Be warned not to copy these designs as they could well already be used by other brands and websites.
Time To Start Hiring
Once you have some ideas as its time to get a designer hired.
Now you might be thinking a designer is going cost a fortune and you’re not sure what’s involved. Rest assured that getting someone to design a logo for you and process couldn’t be easier or cheaper.
Here are some of the best places on the net to get your logo designed.
This is most probably the cheapest place on the internet to get a logo designed but don’t let that put you off. Fiverr has some really good designers, if you are looking for a quick result, this is definitely an option.
Upwork (formerly known as oDesk) is one of the biggest freelancer websites on the net. It’s also pretty cheap, I’ve had great logos and design work from here for between $30-$40. If you just type in the search “logo design” you will be met with hundreds of options and if you post a job detailing your product how you want it to look and use some of the images you got earlier then you will get some awesome results.
HOT TIP: When looking for designers use the search filter and narrow the location down to the Philippines.
The Philippines work for a lot less. What we see as being not much is considered an awful lot more in the Philippines, and they’re lovely people. They work very hard. They’re very honest, and they come up with some great work.
I love 99designs. It’s actually brilliant. You can do all sorts of design projects on it. The logo designers will do all kinds of logo design for you but at a hefty price. If you have a high budget or require a full branding for a P.L product this could be the option.
This, for me, in my opinion, is too much money to be spending on a logo when you’ve just set up. Maybe go, have a look at 99designs, and use their designs as inspiration then go somewhere lower priced.
If you have a big budget 99 designs is recommended. You’re guaranteed a great result and interact with designers during the process to compare. But it does come at a price.
To conclude there is a whole host of options that you can use to get a logo designed that will really emphasise your brand. This is obviously relative to your budget and project size but keeping things simple is very much recommended.
Negotiation is an art that every entrepreneur should have a firm grasp on. Great business deals and offers have been made at the negotiating table or through Alibaba, enabling many firms to grow and thrive. However, like any other art, there are the wrong and the right ways of conducting a successful negotiation. You should know when to negotiate, what to negotiate on and who to negotiate with. Below are seven deadly mistakes you should avoid during a negotiation:
1. Leaving Money on the Table
A good negotiator invariably looks out for loopholes that they can turn to their advantage. Here are good examples of how clients literally leave money on the table’ for their own advantage:
Sample costs should always be credited back to you during the trial order. This is something that should be negotiated beforehand and can easily save you $100 off the trial order price.
Before placing your initial order, make sure that you are aware of the costs of the products. Stick only to your specific suppliers shortlist while negotiating to avoid wasting time with people who have no direct impact on the outcomes of the negotiation. Basing on your decisions on market price, ensure that you negotiate a price that is equally fair to you as it is to the supplier.
Reorders and negotiations
Your initial negotiation is crucial in determining how your supplier will price subsequent orders. However, as your order volumes grow, it is important that you revisit the negotiation with your supply and get them to reconsider their prices. Keep negotiating as long as you are in business because business situations keep changing.
2. Going for the Kill Too Early
A good negotiation requires an ample supply of patience from both parties. Sometimes, a negotiation is not just about negotiating. When you jump into the negotiation too early, you come across as egocentric who is solely after satisfying their own interests. This can be very off-putting, especially in China.
Before beginning the discussion, you need to establish a strong relationship with your supplier. Make them bestow their trust in you. Additionally, you need to have a firm business foundation. Do not engage your supplier before you have something tangible to offer. Patience is a virtue in business. Create meaningful relationships first, then other things will follow.
3. Negotiating Below the Price Floor
The main focus of a great negotiation is to eventually achieve mutual contentment. However, amateur negotiators think that negotiations are all about winning. They may, therefore, try to out-compete by aggressively elbowing suppliers to below their price floor.
Trying to pay suppliers less than what a product is worth is not good and looks amateurish. Factories have to make a living too and you should remember that you are doing more disservice to your business than the supplier. The suppliers also have their own interests and they are not ready to sacrifice them on the altar of your aggressiveness.
The best you can get from a supplier who feels violated by the negotiation is poor quality service or product. It is a rule of business to do all you can to protect your company. Suppliers will not be willing to compromise their business in the favour of yours.
It is a well-known fact that the Chinese are mostly peace-loving, intelligent people. It is not uncommon that they may decide to stay clear of an aggressive negotiation and leave you with the illusion that you have had your way. They will agree to work with you but provide you with poor quality products if you went below their price floor.
Communication is key when working with Chinese Suppliers. It is up to you to make sure that you are clear on what you want and not risk getting what you didn’t ask for.
4. Thinking That Price Is Everything
Keep in mind that eventually, the price alone does not matter. There are other vital factors that add to the prosperity of your business. These factors include, but not limited to favourable payment terms, timely delivery and services of great quality. It is therefore important to remember that negotiations are not just about prices. The prosperity of your business depends on other factors much broader than just the prices.
5. Forgetting to Negotiate Better Payment Terms to Increase Cash Flow
The key driver of any successful negotiation is the promise that, in the end, both parties will mutually benefit. However, you should put more focus on growing your cash flow by negotiating more accommodating payment terms. Make sure that you negotiate payment terms that are considerate of your cash flow. A good cash flow will allow room for your business to scale faster, introduce more quality services and serve a wider customer base.
6. Not Getting the Supplier to Compensate You for Defect Orders
In as much as business is about mutually accommodating each other, it would be imprudent to pay for your supplier’s mistakes. When you make an order, you deserve only what you asked for. Remember that you paid for the services and it’s up to the supplier to deliver only quality goods.If in any case, there are defects in what you have received and the supplier is only to blame for the mistake, they should be responsible for their blunder.
You will be hurting your business by acting too nice and agreeing to take spoiled goods. Your customers do not care and you will simply plunge your business into unfavourable unnecessary loses. You also need to set a precedence to the factory that you are not a walk over and mistakes will be called out.
Do not taint the reputation of your business because you are trying to get the supplier to think you are a nice business partner. Faulty goods attract negative feedback and an opportunity for your competitors to bring you down.
7. Forgetting To Negotiate Packaging, Labeling, and Shipping
Sometimes you can get carried away with setting the right price for the product and forget other important aspects of a successful shipment. There are other costs that you should put into consideration apart from the buying price of the product. These include packaging, labelling, and shipping expenses.
While thinking about these additional costs, you should brainstorm different ways in which you can cut them by getting the services done at lower prices. While negotiating with your supplier, do not forget to make every aspect of the shipment a subject of your negotiation. Consider the costs you will incur until the goods are safely in your hands. For example, you can have your labels made in China, where you can pay cheaply compared to when they are made in the US.
Finally, it is important to keep in mind that prices should not be your chief focus when negotiating with Chinese Suppliers. Understand your business needs to stand a chance of making a better negotiation. You should be in a position to know when and how to negotiate. Make sure that every negotiation is geared towards flourishing your business and enabling you to stay ahead of your competition.
What is Unique Value Proposition?
The Unique Value Proposition is the value a customer gets from your product.
Whatever it is in the world you’re selling, services to Pizzas, it is the perceived value a customer gets from your product.
For example when your potential customer is shopping around on Amazon looks at your product and looks at other sellers products. What is it that when they look at your listing, is going to perceived as more valuable and unique than your competitions.
The general strategy behind your product and brand, the big picture.
Who are you? What is your brand, logo, general design and feel? For these questions, you should have detailed answers that define your business/products.
You’re an outfit, a company, and you want your customer to get that confidence and to get that feeling that they’re purchasing from something that’s bigger than just an individual.
Giving the customer the impression that you are not just an Amazon seller but a brand that’s really enthusiastic and knowledgeable about the product and niche is key.
For example, say the fitness ladder. We looked at what SKLZ had to offer (click here to see it). They had great images and perceived value with the added bonuses that were being included in the product.
They look like a big, established company that has a lot of products and is very into what they’re selling. Their general strategy is basically that they’re fitness people selling fitness products. You get a huge sense of confidence when you look at their listings or ones like it.
More Competition Requires A-Game Tactics
One thing to take into consideration here with the Unique Value Proposition is the more competitive your niche or the product, the more unique you must be. Now, one of the most competitive products you see for sale on Amazon is the silicone oven gloves.
If you’re going to sell them, your unique value proposition must be something super awesome that’s going to get a customer to come to your listing over the others. Your customer needs to look at your listing and go, “Overall the other listings, I’m going to buy from this guy!”.
Going into a competitive niche? Then you need to offer a Unique Value Proposition that’ll blow your competition out of the water.
For example, if you’re buying a silicone oven glove, then you’re obviously going to be using an oven. That means cooking doing things related to cooking that involve holding hot things.
Offer a recipe book or some sort of barbecue tips because you’re using it for barbecuing
20 different ways to improve the use of your silicone gloves. Or…
“10 different uses for the silicone glove that you never thought of!”
Offer an accessory for the silicone glove, that compliments it and is something the customer can see themselves using.
The point is you need perceived value to be above your competition.
If you look at that training ladder with the accessories and with the jump rope for Master of Muscle, it’s just got those extra things that really do make the competition tiny in comparison.
What to Offer?
Offering a load of random stuff is not value. Nor is just assuming you know what your customer wants.
You need to understand what your customer wants, what they’re into and their pain points.
If we take protein shakes for example. This customer is into training and getting more muscles and looking really toned.
Basically increasing in size.
Get Into Your Products
It’s a very good assumption that they are not only into fitness but also extremely knowledgeable about it too. They’re very into their products, their diet, and everything that goes with it.
You need to be able to add and show that your product has got everything they need.
List in detail the ingredients of your product.
What will the product do to better their life? How long it will take to do it.
If someone is buying Whey Protein, they’re obviously very careful with their diet as well. Including a diet plan or a “Carb Killer Cookbook”.
Being an authority in your niche will develop trust and loyalty.
It is also why influencer marketing is so effective.
Once You Know It’s Time to Go
Once you know what to offer and are seeing results, capitalise on it and always offer more than your competition.
Like Whey Protein on Amazon is super, super competitive but there is still room to beat that competition because people are not giving a unique value proposition.
They’re not showing their brand to the fullest extent, they’re not showing the big picture, and they’re not giving and exceeding their customer’s expectations.
It all looks like the same product in different coloured tubs.
If you want to have a brand, and you want to private label, and you want to be successful and sit top. Have everyone buying off of you, you need to go above and beyond.
That is the unique value proposition.