Jeff Bezos' company is not only one of the leading online sales platforms in the world, but it has also become the showcase par excellence for brands , with more than 180 million references of different products in Spain alone. In fact, 55% of users enter the platform to consult products, as if it were a catalog, according to the State of Amazon 2016 study published by the BloomReach platform.
For this reason, it is important that - points out Mariví Hernández-Ros , operations director of Amazing , Amazon Centric consultancy - “in addition to investing large amounts in offline advertising campaigns or audiovisual productions and making sure that your products are placed in a strategic place in the store physical, brands begin to bet on taking care of their image in that online catalog of world reference that is Amazon, which in 2017 alone in Spain accumulated more than 1,373 million visits, that is, about 3.7 million people a day, according to CupoNation data ”.
Appearing in a catalog with so many products can seem like an impossible task. From Amazing theypoint out some of the key aspects for products to become the stars of the Amazon catalog:
§Work the products individually through "product listing”. The product sheets must be as complete as possible: with the best images following the recommended specifications, including all the product information, indications for use, ingredients, mode of use / application and any relevant aspect for the consumer. And be reviewed and updated at least every 6 weeks. The platform makes “spaces” available to brands and distributors in which they can really differentiate themselves through audiovisual material or A + Content, a place in the file where mini product landings can be made.
§Get the most out of Brand Stores. These are spaces for each brand that include the entire online catalog for sale on the platform. An opportunity to create synergies with the offline brand image and help the consumer not only to find all the products easily and simply but also to buy other brand products from said store.
§Content, key piece. Many consumers are not looking for brands, but for generic products. Therefore, the content has to be very careful, optimized, continuously enriched and, of course, adapted to consumer searches. To this must be added the importance of reviewing and analyzing the positive and negative evaluations of the article made by buyers, positive and negative, and learning from them to improve the content of the detail page, as well as answering questions and comments, positive and negatives. And, as in other channels, do it within a maximum period of 48 hours.
