5 questions to ask your Amazon Account Manager – Molzi

December 4, 2020

We were recently approached by a brand who already had an Amazon expert helping them sell on Amazon. But they weren’t doing very well. They kept running out of stock. There was no A+ Content, and a worrying absence of relevant keywords. The agency wanted to charge them a load to create a Brand Store page – a free, self-service offering for brands on Amazon. And the sales weren’t coming.

If your Amazon expert isn’t doing the things you think they should be doing, or they’re charging you more than you’re making on Amazon, it might be time for a change.

Here are five questions to ask your Amazon expert to check whether you’re getting good or bad advice for selling on Amazon.

1. How do I get my new products to rank in Amazon searches?

Only 30% of shoppers click past the first page of results when searching for items on Amazon. If you’re new on Amazon, you should be polishing your product listing pages and using Sponsored Product Ads to get them onto the first page of search results.

Blowing your entire marketing budget on expensive headline ads, especially if you don’t have a Brand Store, or paying for bogus reviews, is bad advice.

Make sure your product listing pages are in tip top shape by closely following Amazon’s guidelines. Add enhanced (or A+) content. Don’t over-stuff your copy or titles with keywords. Be precise. Use every one of the opportunities Amazon have provided for images and video.

An on-point product detail page coupled with a smart pricing strategy and some ongoing traffic-driving sponsored product ads should lead to sales. Conversions will mean you start to rank better for organic keyword searches.

You also need reviews.

2. Can I buy reviews on Amazon, or ask friends to review my products?

Reviews are one of the most important factors influencing customer purchase choice on Amazon. Your Amazon expert should know how to get you these, legitimately.

Protecting the customer is in the greatest interests of retailers, especially Amazon. Fake or unverified purchase reviews are deprioritised from influencing search results; and may well be removed.

Never allow your Amazon expert to talk you into buying fake reviews or trying these dirty tactics against competitors. You may as well be throwing your profits off the back of a train. Plus, it’s unethical – and you know what they say about karma.

Use Amazon’s Vine Programme to build genuine, search-influencing reviews. You can also ask your existing customer base to head to Amazon to tell you their thoughts. Genuine but unverified purchase reviews are still valuable for customers and will show on your product page.

Beware inviting customers to tell you what they think online. Research has shown that technology is making us more honest than ever. Ever heard the lyric, ‘Don’t ask me questions, cause I’m tired of confessing’? You will get the truth, or so help you.

3. How do I get bad reviews removed from Amazon?

We finished that last paragraph on high drama to stress the next point. You can’t fix bad reviews. You can only fix bad products.

If you think you have been targeted by fake reviews, ask Amazon to investigate. You can sometimes have reviews removed if they don’t pertain to your specific product, or are criticising Amazon’s fulfilment services rather than the product, for example.

But if customers are telling you your packaging is dangerous, your product has failed them, the colour is not as depicted – you need to go back to your factory and make improvements.

4. Do I need A+ Content?

Adding more (good) content to your product listings may increase your sales by over 8% due to search engine relevance and customer purchase confidence. Do this. But don’t let your Amazon expert rate-card you graphic design services at £800 per day.

These advanced content opportunities on your product listing page are built using drag and drop CMS functionality. They don’t require coding or knowledge of HTML. Rather use your budget to apply for awards, or create visual brand-led content like lifestyle imagery, to make your product pages extra-shiny.

5. Do I need an Amazon Brand Store?

If you’re using headline search ads or driving traffic externally to Amazon, yes definitely. Having a landing page where you can tell your brand’s story and showcase your full range will help increase those ad conversion rates.

Brand Stores are free for brands to create, provide a custom URL for you to use off-site, and also use a templated CMS that can be fairly easily populated. Ask your expert about where and when to direct your customers here versus your website if you have one. You may find social referrals convert better when directed straight to Amazon where they can buy from a shop they trust; and can benefit from things like Prime delivery.

Ethan Kitching, Chief Commercial Officer

Ethan Kitching, Chief Commercial Officer

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