Posts tagged "optimization"

The Annoyance of Listing Suppression

February 19th, 2021 Posted by 3rd party sellers, Amazon, Brand Management, Seller Central 0 thoughts on “The Annoyance of Listing Suppression”

Suppressed listings are a problem everyone selling on Amazon has faced at one time or another. It is Amazon deeming your listing unsatisfactory for not providing all of the information they deem necessary. They then suppress it from all search results and it is hidden from potential buyers until the issue is addressed. Let’s briefly look at the history of Amazon platform development to understand how this request came into being. Amazon requested minimum information to have a live listing on the platform. This became popular because the second wave of sellers didn’t even need to provide that. It was claimed to be the easiest platform to sell on, all the information needed to sell a product that was already present on the platform was price, condition, and if you wanted Amazon to fulfill the order or the amount of inventory you had for sale. This attracted a lot of sellers who would come to sell but wouldn’t put a lot of effort into improving the listing’s information. With the pressure of the competition mounting on other sellers, the original listing creators would abandon the platform and all of the original listing information would begin to disappear. As e-commerce started booming and more competition grew for similar products, search engines needed to collect more information to make the customer’s searches more accurate.

Amazon needed to come up with a system that would help gather listing information if an original creator deleted their content. This is how suppressed listings were created. They would hide listings lacking necessary information and prioritize listings that met the information standards. This would penalize lazy sellers and reward ones who actually put work into their listings. Though this sounds like a good idea, there are a few issues with this system.

Amazon has a way of selecting which contributions they use for a listing. The selection usually goes to whoever made the listing first unless there is an Amazon retail contribution, then brand owner contribution, then everyone else based on the date they added it to their catalog. Amazon does not mix-and-match contributions from different sellers, so only the information that is from the selected seller is shown. This means:

  • Any contributions you made, no matter how detailed, will not be shown, if you are not the one selected.
  • If the selected seller didn’t provide this information and the listing is suppressed, your information will still not show.
  • To change this you will likely need to create cases with Amazon that could drag on for months while trying to convince them to correct the issue.
  • Now with Brand Registry, Amazon will usually ask you to contact the brand owner to supply the missing information, though they will rarely bother with fulfilling this request.

 

Amazon has also created various tools to help sellers to comply easily. There is a suppressed products page sellers can use to insert the missing information on listings. You can sort by category of suppression and then drop the information needed in place. Although even there, after a recent page revamp there is no filter to figure out which items are in stock and which are not. This may present a problem for big sellers who have massive catalogs as they cannot prioritize which items to work on first.

We suggest trying this:

  • Under “manage inventory” you can filter the list of all items by inactive and organize descending by the quantity.
  • There is a listing quality and suppressed listings report that can be found in Seller Central under inventory, then inventory reports. Pair that list with an active listings report or manage FBA inventory (found in Amazon fulfillment reports) for the quantity and you would be able to prioritize which listings to work on.

 


Avalanche Industries uses the best techniques to tackle the hurdle of suppressed listings. We have the workforce to look over any listing issues and address them so our brand partner’s products are visible to any potential buyers. If you as a brand or Amazon seller are trying to sell on Amazon’s platform, but keep hitting this roadblock and don’t have the time or resources to fix it, you can contact us here where we can discuss how we can help make your products active again.

Have you had a significant problem with listing suppression? Leave us a comment or feedback about your experiences here, we always look forward to hearing from fellow brands and sellers.

Tips to Sell Products Without Reviews

February 15th, 2021 Posted by Amazon, Brand Management, Production, Seller Central 0 thoughts on “Tips to Sell Products Without Reviews”

As a seller on Amazon, you should know how difficult it can be when you first start selling or when you start selling a new set of products attached to an unknown brand. What is especially difficult is getting those first few reviews to roll in, which can aid you greatly in gaining trust with other buyers and lead to more sales. There are things you can do to remedy this problem, such as advertising through Amazon. Though this may bring clicks and views, it does not guarantee sales. People can click on your product, but if they are scared off by a listing with no third-party input or by a brand they have never heard of before this will just create ad spending without any sale. Are there any things that can be done to help get your new products off the ground In this difficult review-less phase? Yes actually there are, we have a few tips to offer to start gaining some momentum with your new listings.

To start you can include info on your listing that builds trust in your brand. Give buyers piece-of-mind by giving some information on your company. Some good examples are:

  • Has the brand been around for over 10 years? Include that in the description or A+ Content.
  • Do your products have official certifications that enhance the product, such as good recommendations from the Better Business Bureau or a no animal testing certification from Leaping Bunny. Include their logos in an image on your listing and include this info in the bullet points.
  • Inject some humor and reliability in your bullet point and description writing. Be informative about your products and who you are, but don’t do it in the way that all brands do by just blandly listing stats.

 

These details can help build trust for people viewing your products even if you don’t have any reviews. This information will add character to your listing and brand. You want the consumer to know what they’re getting and to be comfortable about the transaction. Get creative, fun, and informative with your details.

If you find yourself with little to no reviews, but you have sold this brand or product outside of Amazon there is a possible way that you can already have reviews for customers to see. If you have previously sold in other places or in brick and mortar locations you may have gotten some customer testimonials, yelp reviews, or positive reviews from magazines or news organizations. Always include things that will legitimize your product to prospective buyers, even if you already have reviews. It will build better trust and prestige with your brand and will result in more sales.

Time to get visual, did you put 110% in your images? If not, this can be one of the most detrimental things that you could do. Humans are visual creatures and will make a lot of their first impressions and opinions on your product just by looking at what images you have laid out on the table for them. Stats show that 67% of customers value the quality of a product’s image over the bullets, description, and even reviews. You want views of multiple angles of your product, while also visually relaying information about the product with these images. Graphics on features, size, and benefits will show the customer why your product is great instead of them having to read long descriptions. Go above and beyond and include a short informative video showing how products function. Fewer than 5% of vendors include videos and you’ll find there is a lot of different competitors that don’t take advantage of these strategies, so this is a great way to stand out from the rest. 

We employ all of these methods on our partner’s products and listings so we can achieve the best results in sales. We could help out your brand as well.

Ad Updates You Might Have Missed in 2020

February 8th, 2021 Posted by A+ Content, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Ad Updates You Might Have Missed in 2020”

Amazon was rolling out update after update for its sellers in 2020, specifically in their advertising. If you haven’t already started or at least looked into these tools it is imperative that you grasp the opportunity. To keep those sales numbers up you must be utilizing every tool offered to you and do continuous research on new tools and their updates.

Sponsored Product Ad Updates

Everyone selling on Amazon should already know about Sponsored Product Ads, they offer a chance for your individual products to be seen by buyers. Product Targeting is a type of sponsored product ad; you advertise your products by targeting specific ASINs or categories. You may have dabbled in this already, but this new ad also lets you refine your targets. You can go by price, brands, or star rating to find the ASINs that will get you the most clicks and sales. Auto-targeting also got an improvement with Negative Targeting. Auto campaigns are already valuable for keyword research and starting the advertising process, but now you can refine them to make them even more effective. Negative targeting allows product auto-targeting or keyword auto-targeting so you can avoid your products showing up on an irrelevant search or product.

Getting More Creative

We cannot stress enough how creativity and inviting listings are important to your sales. You not only want the clicks and sales, but you want to build that brand recognition to create brand loyalty and ensure repeat buyers. Many things have been added to aid sellers in this venture. Video ads were added, which highlight a single product, but give you the opportunity to show what your brand is about. Video ads also take up a huge chunk of the search page’s real estate, which is invaluable. You now also have more creative control when it comes to Sponsored Brand ads. New to the mobile version of these ads you can add a custom image banner to make your ad more eyecatching.

Amazon understands the importance of sellers telling their brand stories, which is why they keep rolling out new opportunities for you to tell it. Amazon Posts, or Amazon’s version of Instagram, is another great way for products to reach more eyes. Though it is still only available to view on mobile, they are sure to be working on updates for it. Already this year it has added a new followers system so customers can follow your brand. It also has its own metrics you can follow so you can see how many impressions and clicks your post receives, and all at no cost. A different kind of tool to get creative with is the Virtual Bundles. It is grouping two listings from the same brand into one listing, or a bundle. You can bundle up to five items, and it is up to you to think of what products would be great to buy together. This is where it gets interesting and you have to get into the consumer’s head a bit. If you just bundle totally irrelevant items together your bundle might not sell very well. Bundling could also help you sell certain items that aren’t selling well just by themselves. It’s easy to put one together, so it is good to experiment and see what works and what doesn’t.

You may have already been using all of these tools, but don’t get complacent. Last year was full of updates and changes and we don’t suspect them to be slowing down soon. Make sure to get creative with your ads, tell your story with your posts and A+ content, and keep an eye out for any new tools coming out in 2021.

Back to Basics – Explaining Amazon’s Different Ad Types

February 3rd, 2021 Posted by 3rd party sellers, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Back to Basics – Explaining Amazon’s Different Ad Types”

Right now you should be utilizing every advertising and promotional tool Amazon offers you to broadcast your products for buyers to see. If you aren’t because you are not sure how and haven’t learned, we suggest you read up here and get to advertising.


Sponsored Products

The most popular ad type is the Sponsored Products ad campaign. They are the best ad to allow you to reach Amazon customers as they search and discover products. These ads help you promote listings, pairing them with items future customers are already looking at. Set up an auto campaign and let Amazon match up search terms and keywords or a manual campaign where you enter a list of chosen keywords for your product.

Along with keywords, you can also choose to target specific products. You can advertise a single product or group of products and target either an item category or specific product listings. When you win a bid on a targeted ad your product will appear on the competing product’s listing. Category ads appear in the same place as product target ads, but they also appear when someone is perusing that category. You can set filters on product targeting ads to target listings that are non-prime products, by star ratings, and by price ranges.

Sponsored Brands

Sponsored Brand ads have three variations, product collection, store spotlight, and video ads. They debut products in your brand store, the brand store itself, or a specific product with a video attached. These ads help build brand recognition and advertise more than singular products. The product collection and store spotlight are similar, you can select a range of products from your brand store that will appear at the search header sending the customer to the store. Product collection ads are different because they can lead you to a listing page or store. It also appears in more areas, the search header, footer, and competitor listings. The video ad centers more on a specific product as you can only attach a product listing landing page. It appears in the middle of searches and auto plays without audio, though audio can be turned on. It is a good chance to tell a brand story while displaying a product.

Sponsored Display

Sponsored Display campaigns use auto-generated displays that have a similar Amazon look. You can target by product or by audiences, these include picking certain listings or categories and targeting customers who viewed them, shoppers that searched keywords related to your product, or shoppers who previously purchased the product your advertising. This ad is the one with the farthest reach to potential customers because based on the options you chose for your ad it can appear in several places. It can appear on product listings, across other Amazon pages, and can even reach audiences off of Amazon on third-party publishers. The benefits are obvious here; reaching more eyes is always a good thing for products and brands.


 

We encourage implementing all of these ads to reach as many customers as possible. This will ensure more sales if you also pair that with good keyword research and campaign strategies. Leave us some feedback on your ad experiences, and if your brand needs help selling on Amazon contact us here at Avalanche!

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