Expert Help Driving Sales to Your Amazon Store
Consulting and Marketing Management to Help You Sell More with Less Headaches
We know that Amazon can be a bit tricky and that success in the marketplace takes a lot of work. With decades of experience, our team of expert account managers, strategists and marketers has worked with Amazon sellers in a variety of industries: from apparel and photography equipment, to vitamins, pet products and home furnishings.
Vertical Rail’s Approach to Amazon:
Our systematic approach and experience identifies Amazon seller strengths, weaknesses and opportunities, leading to higher product rankings, increased conversions and greater sales. Our experience not only includes working with various industries, but also dealing with all kinds of situations that cause issues for sellers. Through that experience, we have thorough knowledge of what it takes to be successful in Amazon.
The Vertical Rail team can help with a multitude of issues that sellers may encounter. Increase sales, decrease ACoS, and win the buy box. If you are an Amazon Seller that needs a helping hand, contact us today and speak to an expert. Click here to speak to one of our Amazon account specialists.
Our Amazon Marketing Management Services:
Amazon Store Set Up
Get a jumpstart with your Amazon success with a properly set up store. We will add all critical information including seller information, business information, payment details, return policies and shipping policies. We’ll consider the type of products you’re selling, and set up the correct type of store based on your fulfillment options.
Amazon Product Optimization
We sculpt product content to appeal to the needs of the shopper and to the needs of the Amazon search engine. We start by taking your existing product content and refining copy, imagery, and structured data as part of our strategy to increase conversion rates and optimize for relevant search terms. This results in a snowball effect, increasing sales, which increases rankings and Buy Box placement.
Amazon Sponsored Ad Management
Sponsored Ads show on Amazon search results pages, and are triggered by the search terms entered by the user. When managed correctly, these ads can be extremely effective for increasing sales – especially if you are frequently winning the Buy Box. After years of managing Amazon accounts for clients, we know how to discern which campaign type will be best for your store. We also understand how to determine the right bidding strategies for maximizing your ROAS.
Managing Product Listings
We will add product listings in bulk or individually based on your needs. When adding new products, it’s critical that all vital product information is added, including product name, brand name, and UPC. Proper categorization is crucial in helping users search and browse for your products. These details about your products and their variations are all entered according to Amazon best practices.
Protect your brand and control the appearance of your products with the brand registry. The brand registry is a fantastic program for qualified sellers – especially new brands wanting to establish themselves on the shopping platform. We encourage manufacturers and brand owners to apply. Our team of Amazon experts have in-depth knowledge of Amazon Brand Registry and can guide you through the Brand Registry process, no matter where you stand with registering your brand.
Enhanced Brand Content
Sellers with products set up with Brand Registry have the option to include content that describes product in a unique way. This can include images, text and even an brand story. For brands looking to differentiate themselves from third party sellers, enhance brand content can serve as a valuable tool to improve conversion rates, sales, and buy box placement.
We Help Amazon Sellers Solve Common Problems
There are multiple types of Amazon suspensions. It’s critical to understand each one in order to know how to get your account reinstated. The Vertical Rail team is skilled in all types of suspensions including high order defect rate, late shipment rate, trademark infringement, and all other seller account suspensions. We understand income is lost during a suspension and will give your Amazon account the special attention it needs to get reinstated.
If Amazon deems a product listing as incomplete, said item may be suppressed or hidden from browsing and search results. A listing that’s suppressed will still be visible and active in the seller’s inventory. When this happens, sellers often struggle to get products live on Amazon again. There are a multitude of reasons Amazon might suppress a listing, including lengthy title, promotional verbiage in title, or lack of imagery. An experienced agency can help resolve suppressed items quickly. Even better, it can help you avoid item suppressions to begin with.
Amazon has a long list of selling policies that you must adhere to in order to list products. If any are violated, Amazon may suspend or terminate selling privileges, destroy inventory in fulfillment centers without reimbursement, or return inventory. We have in-depth knowledge of the policies and can quickly determine whether you are violating them or in danger of being suspended.
When you’re a manufacturer or brand owner with products being sold in the Amazon marketplace, it can be super frustrating to see your products described inaccurately. It’s even worse when you see counterfeit products claiming to be yours. Enter Amazon Brand Registry.
Product manufacturers and brand owners can register their products in the Amazon Brand Registry to gain better control of how their products are listed on Amazon.com. If you’re a manufacturer of popular products, the brand registry can help you better control the details associated with your products, regardless of who is selling them.
Seller performance is reviewed regularly by Amazon and any sellers with poor performance are notified and expected to improve within 60 days. Amazon’s seller performance targets include order defect rate, pre-fulfillment cancel rate and late shipment rate. Our experts are adept at analyzing these metrics to detect performance issues before they become a problem.
We perform critical competitive analysis to help you beat your competition. By keeping an eye on other sellers, our experts can zero in on missed opportunities and refine strategy to increase sales and decrease Advertising Cost of Sale. Competitive analysis will also determine how often you’re winning the Buy Box and the best steps to gain placement advantages for listings.
Have More Questions? Check Out Our FAQ below.
Frequently Asked Questions about Amazon
What is the meaning of “winning the buy box”?
Amazon.com’s Buy Box is the top right section on a product page where customers can directly add items to their shopping carts. Since many sellers on Amazon.com can sell the same product, they must compete to “win the Buy Box” for a certain product. Winning the Amazon Buy Box simply means that you were chosen for the Buy Box placement. When you win this placement, customers have a button to directly add your product to their carts, giving you an advantage over competing sellers. Generally, one “New” and one “Used” condition offer will win the Buy Box, depending on the product.
For a seller to be eligible for the Buy Box, they must meet a set of performance-based requirements including order defect rate, customer shopping experience, time and experience on the Amazon selling platform, and status as a professional seller (Amazon.com). If multiple sellers meet the eligibility requirements, then Amazon.com compares these sellers on metrics including pricing, availability, fulfillment options, and customer service and decides on a winner.
What is the difference between Verified Reviews and Non-Verified Reviews?
As a seller on Amazon, it’s likely that you’ve come across both Verified Amazon Reviews and Non-Verified Amazon Reviews - and while the difference between Verified and Non-Verified Reviews might seem clear cut, there’s a far greater impact than the simple outward facing “Amazon Verified Purchase” label. At the most basic level, what separates Verified Reviews from their counterparts is the sheer fact that they’re verified - meaning the purchase has been confirmed as a purchase made through Amazon. Reviews, in order to be verified, cannot be made by users who purchased at a heavy discount (greater than 50% of product cost), received the item for free, or purchased the item from another website. Additionally, as of October 2016, incentivized customer reviews are prohibited from Amazon.
Non-Verified Amazon Reviews can be made any Amazon user, on any product - regardless of purchase history with Amazon. While there may be no verifiable purchase history - this doesn’t always mean the user has had no interactions or experience with the product, it has just been unverifiable by Amazon.
Non-Verified Amazon Reviews will still show up, but due to Amazon’s algorithm, the product will likely show up lower in search results than a similar product with more verified reviews - such is simply a result of the “Verified” badge, or lack thereof.
What is Best Seller Rank?
Amazon Best Sellers Rank (BSR) is a calculation based on Amazon.com sales. Best Seller Rank is updated hourly to reflect recent and historical sales of every item sold within the Amazon.com Marketplace.
While the Amazon Best Sellers Rank is a good indicator of how well a product is performing overall in the Marketplace, it doesn’t always indicate how well an item is selling among other similar items. Because of this, category and sub-category best seller lists were created to highlight an item’s rank in the appropriate category or categories in which it stands out.
The factors that Amazon considers in its Best Sellers Rank are also used to calculate other important account metrics, such as Buy Box win percentage or product listing position in search. Therefore, having a low BSR can be an indication of low overall account health. When a product’s BSR is low, chances are that low product sales are also preventing this product from displaying prominently in Amazon’s search results.
What is the Amazon Influencer Program?
Influencer marketing involves sending free products or paying money in exchange for reviews or posts about a product. Posts extend a brand’s reach, build awareness and can build the brand’s own social following.
Amazon’s Influencer Program enables influencers to create their own Amazon storefront with promoted products of their choice. The storefront makes it easy for followers to find and shop products recommended by the influencer. Influencers then earn revenue from purchases they drive through their social channels.
Why are certain listings suppressed?
There are a multitude of reasons Amazon might suppress a listing. Let us explain five of the most common reasons for suppression.
- Title too long: Though maximum title length varies by category, a title that is too long can get your listing blocked.
- Promotional verbiage in the title: Amazon does not allow words in a title like “cheapest,” “No. 1 rated,” and “the best.”
- A product without an image: A product without an image is considered incomplete.
- A non-compliant image: Non-compliant image is the most common disapproval reason. This can include images that are low quality (photos should be non-zoomed and 1000 x 1000 pixels minimum) or items that are not on a white background. However, even if a product image has a white background, if there’s a shadow, it can still be suppressed.
- Missing key information: A product missing information that Amazon deems as critical – such as brand and UPC – can be suppressed. Other attributes that, if missing, will trigger suppression include item type keyword and product weight.
Suppressed listings can be seen in the seller account, under manage inventory in the “suppressed” pane at the top. If you do not have suppressed inventory, you will not see the option. All items can be viewed or they can be sorted by specific type of suppression.
Why Are Numbers Different Across Various Reports?
Amazon offers a variety of reports for a seller to view, all of which contain detailed figures related to customers, shipments, sales, and more. Although this is a great feature for sellers, some have probably noticed subtle differences in numbers from one report to the next.
So why do numbers vary across various Amazon seller reports? There are several reasons, so let us explain why your numbers may show discrepancies from report to report.
Many Amazon reports have some level of reporting lag for different fields. Often this is due to Amazon not reporting sales data until after the product has shipped.
In addition, each report uses slightly different data based on the service the report is set to perform; this is to help sellers understand different aspects of his or her account.
For example, Business Reports include gift wrap, shipping and cancelled orders, while Settlement Reports do not.
Because of the varying data used to create sales reports on Amazon, discrepancies are perfectly normal. Just be aware of the possible differences and understand the reason behind them. And if you need assistance understanding Amazon reports, interpreting numbers and increasing sales, an outside agency with marketers who are experts in Amazon can help you do just that.