This post is going to look at one of the most recent additions to the e-commerce ecosystem, artificial intelligence (or AI) content generation. Could AI be the difference between making it to Amazon’s page one and obscurity? Is it a crucial piece of the puzzle that will help you get to the next level?
To answer that question I spent a few days with five of the most popular AI content generators in order to see if this was one more way that the future was a lot closer than we might have realized.
But first, I want to address a concern that I’ve had over the last few years.
If you have recently been on the internet looking for a cool new Amazon product, researching sales funnels, or gathering background information for a blog post, you might have noticed that there is a lot of very similar content out there on the web.
It’s really hard to find original, differentiated content.
I had always thought that it was the fault of lazy content writers who, when tasked with a blog post by their manager, simply put the top three or four posts in a blender, then gave it a (extremely) light refresh to make it their own.
Now, I realize that there is another very 2021 reason why this might be the case. Automated Intelligence (AI) robots are not just behind the wheel of the nearest Tesla, they are everywhere.
To Scale Up, Amazon Sellers Sometimes Need to Delegate
If you spend enough time listening to e-commerce experts, one of the first things that you’ll hear is that to begin to scale up your Amazon business, you need to learn to delegate. Work smarter, not harder. What’s your time worth? You don’t want to be the smartest person in the room, etc, etc.
These are all nice catch phrases, but when it comes to optimizing your Amazon content, is it true? Should you delegate this to a robot?
Over the last week I have gone down an AI rabbit hole to see if this was one more way that Amazon sellers could clear up some space on their e-commerce plate.
I looked at five of the leading AI content creation platforms:
- Article Forge
It’s hard to not be intrigued. The following are just a few of the promises the companies have made in the first paragraph of their website copy:
- AI writing software that can spin hundreds of articles in a flash
- You can have a thorough piece in no time!
- Take your entire campaign to the next level
- All you have to do is provide the keywords and the program will work its magic!
- Anyone can use this software to produce content pieces automatically
- One click is all it takes!
Who Benefits Most from AI Writing Technology?
Here’s the strange thing. AI works best for e-commerce veterans, not beginners. Each of the different AI platforms require varying levels of participation from you. But, as with most endeavors, your end result is often a measure of the quality of the initial data with which you will “seed” the AI program.
It’s like helping your child learn to ride a bike. With AI, the more experienced you are as an Amazon seller, the longer you can hold onto the bike before you let go.
There are a number of different ways that artificial intelligence has been designed to help create content. Some companies like ArticleForge ask only that you build out an outline and their AI will create an entire blog post. Here’s an example of an outline that I created.
And here is a snippet of the final product.
Experienced e-commerce sellers might notice a few inaccuracies. As of June 2020, Amazon has 30X’d eBay’s sales figures with a revenue of $321.78 billion in contrast to eBay’s revenue of $10.71 billion.
Also, while dropshipping is a way that some Amazon sellers have created success for themselves in the ecosystem, it is not something that Amazon itself “provides.”
The AI of other companies such as Jarvis only requires you to begin typing and after you’ve written a sentence, will then finish the rest of the paragraph with related content. In the following example, my first sentence is highlighted, everything that follows was written by Jarvis’s AI.
This is another example from Jarvis’s AI.
As you can see, the information can be basic and is occasionally misleading.
Other AI content companies such as Rytr require a little more work on your part and as long as a discerning editor takes a pass through, the final product seems to produce acceptable copy.
Here’s an example of a blog post outline I asked Rytr to create.
Is AI content generation the wave of the future? Is it really going to be this easy?
Machine Learning for the Win?
Let’s consider why Amazon has become a company that is ground zero for the implementation of AI in e-commerce.
Sure, Alexa is a very obvious way that Amazon takes advantage of exponential advances in AI. But, artificial intelligence is a thread that runs throughout the e-commerce giant’s entire ecosystem. From customer service and product recommendations to supply chain management, Amazon’s AI algorithms are behind much of their decision making process.
It’s important to keep in mind that one of Amazon’s principal functions is as a search engine. They have worked to make sure that the millions of shoppers on their platform can find what they are looking for quickly and easily. To do that, they rely on AI and machine learning.
Still, there is one major way that Amazon’s goal and that of Amazon sellers differ. Amazon is happy if everyone is a little bit successful. After all, they are going to get paid one way or the other.
But, you are uniquely focussed on the success of your own product and are in COMPETITION with the rest of the sellers in your niche.
Instead of putting your listing into the AI blender, you need to find a way to stand out!
Why Differentiation Matters
Most online Amazon selling courses always include a warning such as this: “Do not try to duplicate your individual success with the same products that we are using as an example in this course.”
Whether it’s a fidget spinner, tactical flashlight, or any number of popular e-commerce examples, a stampede of sellers trying to find success with an identical product is a recipe for failure.
Yes, it takes more time and effort, but finding a way to differentiate your product from others can put you in a position to achieve lasting success.
Is there a way you can use an interesting new material, or link your product to an important cause or charity? How about packaging? I know there are more than a few parents that have memories of wrapping empty boxes for their children to open over the holidays. It’s not just kids, everyone loves great packaging.
Keywords are King, Just Ask a PPC Expert
Keywords are at the root of much of what makes an Amazon product successful. They are critical from the time that you start your product research right up until you are putting the final touches to your Amazon listing.
Then, they rise in importance again as you begin organizing the PPC keywords in your campaigns, ad groups, and negative keyword lists. Keywords are how you tell advertising platforms where you want your ads to appear.
But, here’s the problem. Long keyword phrases throw AI for a loop, they just do. In fact, many of the AI content companies recommend that you keep your keyword phrases short. They go on to say that longer keyword phrases can “confuse” the robots helping to understand your intent.
However, for Amazon sellers, long tail keywords are often the magic ingredient that helps you drill down in a niche and find the perfect space to grow your business.
Now It’s Time to Let an AI Program Write an Amazon Listing
I really wanted to see what AI content looked like out in the wild. To do that, I decided to use Jarvis’s AI platform to help me sell an imaginary pet brush product on Amazon. Jarvis features a variety of templates that allow users to identify specific needs. Let’s look at how the AI uses the following bullet point suggestions to create a final product.
Here’s what the Jarvis AI program came up with.
Not bad. The problem is that “not bad” might not be good enough to get your product the kind of visibility and traction on Amazon to separate yourself from all the other sellers out there.
Is it cool? Yes, it’s fun to play around with to see how clever artificial intelligence can be. I particularly like the “cats hate it” reference in the first bullet point!
But when it comes to getting to the top of Amazon’s first page, I think that you might play a bigger role than you realize.
You Probably Know More Than You Think
Trust your instincts! You are the one that traveled down that Amazon-sourcing path and found your product. You probably have the best idea of the e-commerce turf that you want to carve out for yourself.
You know what you want it to look like, the challenge lies in connecting the dots to get your product noticed on Amazon.
That’s why for many successful sellers, the next step involves reaching out to experts who have the industry knowledge, technological expertise, and most importantly, the ability to partner with you to transform your ideas into a final product that will make its way to the top of Amazon’s first page.
Ask an Expert
Many companies that propose to help you find success on Amazon are a lot like my first boss at the ice rink in Phoenix, Arizona. Seconds after handing me a hammer, and describing what he wanted to happen next, he’d be ripping the hammer out of my hands to do the job himself.
Most of the Amazon “experts” won’t even let you touch the hammer.
CANOPY Management wants to be your e-commerce partner, not just another agency telling you what to do. They leverage their experience from across all corners of the Amazon industry to help you scale your business, and gain market share.
CANOPY Management refers to itself as a “full service” Amazon Marketing Agency. When you take a look at the list of the ways in which CANOPY Management is able to help you grow your Amazon business, you’ll know why.
- Strategic Growth Planning
- Amazon Listing Copywriting Optimization
- Amazon Listing Photography
- Amazon Product Videography
- Amazon Advertising Management
- Amazon Customer Service
- Amazon Demand Side Platform (DSP)
- Amazon Posts
- Amazon Review Aggregation
- Full Service Amazon Management
With CANOPY Management there’s a difference. We want to work with you to help you become the hero of your own story!