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In episode 65 of the Customers Who Click podcast, I had a great chat with George Barnett Reid about selling on Amazon.
I know people on both sides of the fence on this. Some insist that selling through Amazon just cannibalises your business and makes data collection really difficult, and others will argue that it’s an incredibly powerful way of acquiring new customers.
I see it as a fantastic opportunity to get more visibility for your own brand. The convenience of Amazon is incredible for a customer, but it’s also a really strong trust point for customers. They can quickly check the Amazon listing for your product for reviews to see if you’re genuine. It’s almost like someone checking Trustpilot, except they can actually buy at the same time.
George is an Amazon consultant specialising in Amazon advertising. He worked for Amazon UK for about a couple of years before focusing on consultancy and educating DTC brands on how to get a better ROI from their Amazon venture. You can connect with him on LinkedIn, Twitter or head over to https://georges.blog/.
06:12 - 19:42 - What You Need To Know About Selling on Amazon - Basically, if you can’t beat them, join them. Amazon accounts for 49% of all ecommerce transactions in the US - that’s some huge volume of traffic you’re missing out on if you're not selling on Amazon.
People love Prime and the next day delivery so conversion rates are higher on Amazon than they are on websites because. They’ve already done their research, and now they want their goods delivered ASAP. Not only that, your customers might feel more comfortable purchasing directly from your website if you have reviews on Amazon.
Don’t sleep on the Plus Content (formerly known as enhanced branded content) that gives you the ability to deliver richer content on your listings. It’s essentially multiple landing pages on one listing. However, don’t treat it as an opportunity to add more text and keywords in - focus on delivering value.
20:22 - 36:33 - How to Bring Your Amazon Customers to Your Website Post-Purchase - It’s definitely one of the biggest downsides of selling on Amazon because Amazon doesn’t provide you with customer data. But it’s not impossible.
First, make sure the product is top notch because if it isn’t, first-time buyers will never buy from you again. Second, look at all the touchpoints the customer has with your brand through Amazon - the first thing would be the unboxing experience. Ship the goods in your own, branded container - you’ll evoke an emotional response because the customer will recognise your branding from the listing.
Also, include creative inserts, like something that will make your customers want to keep it - think bookmark or handy little guide. Also, encourage them to join your community (and actually work on building a community). Think beyond the box, maybe a Facebook group?
36:50 - 42:40 - Three Pillars You Need to Nail to Sell Successfully on Amazon - The first pillar is your operational base, which is mainly fulfilment, staying in stock and the unboxing experience. Those are the first and foremost elements you need to get right.
Then, there’s branding and all the touchpoints Amazon customers go through in their buyer’s journey. So your creatives on the listing, your copy on the listing, how your whole listing works, how your advertising creatives look, what your branding is like across your delivery experience as well.
The third pillar is advertising, driving traffic and utilizing Amazon advertising. Just bear in mind that if the first two pillars aren’t taken care of, the entire system will break. What’s the point of driving traffic if you’re out of stock or the unboxing experience is boring?
42:51 - 00:00 - George’s Marketing Pet Peeves - Amazon on Amazon too much. George feels as though Amazon creating their own brand products within niches gives them an unfair advantage over all the other sellers. Also, aggressive Chinese sellers who don’t necessarily provide the best experience or product but compete on price. Amazon supports it because they want different cheaper options but for smaller brands who can deliver a much better experience it means losing sales.If you’d like to hear more from George, you can connect with him on LinkedIn, Twitter or head over to https://georges.blog/.