message in an entertaining and engaging way that does not compromise the integrity of your product or brand .
Conversation rate is your indicator of success . You get people to Amazon with search terms , that ’ s the creative , fun part . Once you get them there , you need to convert them .
Most of Amazon ’ s marketing tools are now available on marketplace . Those tools include storefronts . “ You want to have great copy on your storefront and great lifestyle photos with saturated bright colors . Alternate between video and pictures ,” suggests Greer . “ People shop based on feelings , not specs , so your bullets better clearly show what problems you solve .”
discoverability Just because you list it doesn ’ t mean anyone will see it . Ninety percent of the work is going to come before you put your product on Amazon . You ’ re going to want to create demand before the product , not hope that people will want it .
Cabral says , “ Now is the time to leverage third-party influencers to increase sales velocity and garner reviews .”
The reality is , it takes time to get those third-party endorsements from journalists , bloggers , Instagrammers , celebrities , experts and ambassadors , so the discoverability campaign is something that should be started at least six months out and run year-round .
When a product starts to make money on Amazon , you need to up your game . “ The Amazon environment is volatile ,” warns Cabral . In addition to Amazon algorithm changes that come often and without warning , you need to be aware of market trends and cultural shifts . Always be nurturing your brand awareness to increase demand . This is how fads turn into trends . Fads start fast and then disappear . It ’ s profitable to piggyback on a fad but it ’ s more lucrative to nurture a trend , which develops over time , has roots , sprouts up everywhere and has non-stop growth and durability .
Prime You can ’ t navigate Amazon without understanding Prime . Recent estimates have the number of Prime subscribers at 80 million globally . If your competition is there , you need to be there . The Prime customer is more likely to buy if they see the “ Prime ” badge .
“ Before you jump in , run a profit analysis on your products and see if you ’ re willing to absorb the fees from this program . Depending on the category , you could be handing Amazon
58 PULSE ■ November 2017