Tired of Battling Your Competition? – Try This Next-Level Amazon Strategy
Many eCommerce Experts Say That a Fully Optimized Listing is the Best Way to Differentiate Your Product. Here's Why They're (a Little Bit) Wrong!
- Amazon Advertising
- Amazon Events
- Selling On Amazon
When it comes to selling on Amazon, there are a few topics in constant rotation at eCommerce conferences, on podcasts and in Facebook groups. That’s because even though Amazon has over 9.7 million sellers worldwide and 350 million products, there are a couple of things that EVERY seller needs to do to be successful.
Here’s the list:
- Differentiate your Amazon product
I have to admit that initially, this list was longer, but after looking at it with a critical eye, I realized that there might be only one thing that ALL Amazon sellers need to do to succeed. After all, if your product is indistinguishable from all the rest, why would an Amazon shopper choose yours?
What Really Drives an Amazon Seller’s Success?
Of course, making sure that your Amazon listing is fully optimized is important. Also, a strong Amazon advertising campaign will give you the sales velocity that’s often the difference between a winning and losing product.
Still, the more I really thought about it, I HAVE heard stories of Amazon sellers finding success without a well-optimized product listing. I also know that there are more than a few stories of Amazon sellers (very successfully) launching without a PPC campaign.
But, there’s a catch.
Those incompletely optimized Amazon product listings and non-existant PPC campaigns only work when accompanied by the one item on my list: a well-differentiated Amazon product.
Now, this is a bit of a “catch 22” situation. Many eCommerce experts might argue that a fully optimized listing is one of the best ways to differentiate your product. And, they’d be right!
All it takes is a quick lap through Amazon’s marketplace to see that it’s true. Pages and pages of almost identical listings are occasionally dotted with well-optimized product listings featuring great infographics, A+ content and video that helps the listing JUMP off of the page.
How Amazon Sellers Can Craft a True Niche Product
Making sure that your product listing is fully optimized is a great way to stand out from the rest of the products clogging Amazon’s pages. But, there’s an even better way.
Create the product yourself!
If the idea of crafting your own Amazon product feels like a heavy lift, there’s a great new path forward for entrepreneurs. Thankfully, there are now companies such as Gembah that pull together all the necessary parts of the Amazon product-creation puzzle to make for an almost “plug-and-play” operation.
Gembah coordinates the project management themselves, then connects with experts in engineering and product design to help entrepreneurs, established microbrands, and mid-to-large companies take an Amazon product idea from drawing board to completion.
Yes, this is a process that Amazon sellers can (and occasionally do) undertake on their own. Increasingly however, busy entrepreneurs have learned that outsourcing this and other tasks can help them to keep their focus on the bigger picture.
There’s always new eCommerce territory to conquer!
That’s why CANOPY’s Brian R Johnson partnered with Gembah to present an online workshop to talk about how to turn your product idea into your next unique, competition-proof PRODUCT launch.
If you’ve ever needed to stand out from the competition AND fight off copycats and hijackers — you’ll want to sign up here for this exciting training session!
Before You Start – A Checklist
Begin With a Niche You Know and Care About
Smart Amazon sellers start by researching a particular niche, then picking out a product, not the other way around. It’s probably a good idea to focus on a niche that “speaks” to you. It’s hard to create a new innovative product without a healthy quantity of knowledge, passion or both.
Don’t Reinvent the Wheel
Yes, there are legendary tales of Amazon sellers making millions with once-in-a-lifetime products like fidget spinners and eclipse glasses. But, that’s the exception, not the norm. Look for existing markets that have attained maturity. Success most often originates from a (large) existing base of customers. Then, drill down and innovate to set your brand apart.
Find a Niche That You Can Innovate In
It’s tempting to begin your search on Amazon or Alibaba. Instead, your search should originate a lot closer to home. Start with yourself; particularly your passions and experiences. At the same time, remember that it’s all about product-market fit. You cannot force an interest in a favorite product or niche if there’s no market fit.
What Are Your Chosen Niche’s Pain Points
Regardless of the niche, there are going to be things that buyers love about a product, and things they hate. That’s where the gold (and innovation) lies. Can you create a product that makes people’s lives easier or solves a problem? A lot of times, real marketplace innovation isn’t about creating a new product, it revolves around a new solution. You can use customer reviews (and review aggregator tools such as Helium 10’s Review Insights) to help identify what buyers are really looking for.
How CANOPY Management Can Help
That maturity of Amazon’s marketplace has made it a little harder for sellers to be successful. If you listen to eCommerce podcasts, you’ll often hear the phrase, “treat selling on Amazon like a real business.” Everything from your Amazon listing optimization to your fulfillment require an increased level of sophistication to scale past a certain level.
That’s the main reason why there’s been such a big increase in the number of Amazon sellers taking a closer look at Amazon brand management.
CANOPY Management is a “full service” Amazon marketing agency, and our team consists of former Amazon executives, multi-million dollar sellers, and award-winning experts. When you consider the ways in which CANOPY Management is able to help you grow your Amazon business, you’ll know why.
- Strategic Growth Planning
- Listing Copywriting Optimization
- Listing Photography
- Product Videography
- Amazon Advertising Management
- Customer Service
- Demand Side Platform (Amazon DSP)
- Amazon Posts
- Full Service Amazon Management
- Amazon Review Aggregation
Are you looking to expand your income stream, or transition away from your primary career? It’s a new year and with the growth of eCommerce, now is a great time to reap some benefits yourself!