With the help of Amazon, we sort out the most common questions and come up with experttips!
By Mikaela Berglund
We have noticed that there are several question marks about Amazon among many sellers, hence we contacted Andrea Wiesinger, Marketplace Manager at Amazon SE, and asked if she could give us some information and inside tips.
“With the launch of Amazon in Sweden in 2020, it is easy for Swedish businesses to sell their products on Amazon, reach more customers, and expand.
“Amazon has invested in infrastructure and technical services that help small and medium-sized businesses reach new customers across Sweden and enable easy expansion within Europe and Worldwide.” ~ Andrea Wiesinger, Amazon SE Marketplace Manager.
Amazon is not only the world's largest marketplace, it is also a kind of search engine that instead of answering questions answers needs by showing you the product you are looking for. But like Google, visitors rarely go to page 2. Hence, it is of utmost importance that you as a seller appear on the first page with your product, in other words, you need to invest resources in search engine optimization (SEO).
In order to be seen on the top search results on Amazon, you need to become best friends with their algorithm, the higher the conversion you get, the more the algorithm will like you.
Since Amazon wants you as a seller to succeed and offer their customers a good shopping experience, they have developed a lot of tips and tools on how to work with your SEO. In addition to search engine optimized product ads (which we will discuss later in this article), there are some other things you can do. Inside Seller Central on Amazon, you can add relevant keywords in the backend. These are keywords that will not be visible to the consumer but will be taken up by the algorithm. Note. Do not include the same keyword in the backend that you have in your ads, it will not be appreciated by the algorithm. Amazon does not work like Google, it is enough to only type the keyword once.
If you have a Sello account, you can enter such keywords on the products in Sello, contact our onboarding managers to know more here.
When you create a seller account on Amazon, you automatically register for FBA. If you choose to go with FBA, you will be able to send your goods to one of their warehouses and then let them handle everything while you focus on your sales.
“We currently offer an ”FBA Easy Starter Package” with benefits like 6 VAT IDs for free and a total of 24 months of tax filings, a translation voucher for listing in Germany for 30 ASINs, and an 1800 SEK Sponsored Product credit (please visit https://sell.amazon.se/) for terms and conditions)” ~ Andrea Wiesinger, Amazon SE Marketplace Manager.
What is Amazon Prime? Well, as a customer, you can become a Prime member on Amazon, which includes a lot of benefits such as:
✓ Fast & free delivery
✓ Award-winning films & TV series
✓ Prime Gaming benefits
✓ Priority to selected offers
The free 2-day delivery that is offered for all prime members on eligible orders is incredibly appreciated, and if you choose to go for FBA your products could be eligible for free shipping and get the Prime badge. This badge informs the customer that all the packaging, delivery, customer service, and returns are all managed by Amazon. How much of a big impact can this have on your sales then? Well, according to Amazon, an increase of 26.5 % in sales has been shown to be the result of the prime badge.
For more information about FBA, follow this link.
Sello supports 2 different types of setups when it comes to Amazon FBA, the first image below presents the standard setup, ie. only product syn. However, it is possible to adjust this so that orders are also synching in order to be able to keep track of the stock balance in Sello.
Sello also has full support for FBM (fulfillment by merchant), contact our onboarding managers to find out more here.
We asked Andrea at Amazon Sweden why reviews are so important.
“Customer reviews are an integral part of the customer shopping experience on Amazon. Customers use these reviews to learn more about the product, assess whether it fits their needs, and make informed purchasing decisions. Customer reviews also help sellers understand their customers ’sentiments about their products, what features or aspects of the products customers like, and what areas need improvements.” ~ Andrea Wiesinger, Amazon SE Marketplace Manager.
In Sello you can enter bulleted lists manually thanks to our PIM system, via our excel import or your onboarding manager can check if we can pick parts from your description and add it to the bulleted lists automatically.
For more information on best practices on Amazon product ads, Amazon has specific style guides for different categories which you can read once you’ve got a seller account. For you who already have an account, you can find these guides here.
Since the product description on Amazon may differ slightly compared to how you might have had your description in other marketplaces, Sello has created support for entering different descriptions. In other words, you can have a specific Amazon description + title that will only be visible on Amazon.
You didn’t think we would leave you alone in this, right? Sello has a dedicated onboarding team that will help you customize your product data and match it to the data that Amazon requires. In other words, your onboarding manager will help you set categories and attributes for Amazon. Depending on how your data looks your onboarding manager could also match some of your descriptions to bullet points. Sello has full support for adding Amazon bullet points.
Automatic prices? Sello can help you set different price rules, e.g. ‘all prices should be 10% lower on Amazon SE’, and you can also time schedule campaigns directly in Sello. For instance, if you want to win the buy box you can create a campaign that runs for e.g. 1 month. Then Sello will send the sale price (the new price after the reduction) and a start- and end date to Amazon. Once the end date has passed your product will automatically receive the same price it had before the campaign started. In other words, you don’t have to make any manual changes at all.
If you are interested to be contacted by an Amazon Account Manager in Sweden, fill in your details here.