In October 2021, Amazon held the largest EC event, “Amazon EC Summit,” in Tokyo to recognize 22 “high quality” sellers and distributors from 6 categories as providing a better shopping experience through Amazon.co.jp’s marketplace.
Any Seller will tell you, selling on Amazon successfully is a challenge in any category. From competition that’s constantly raising the bar and reinventing products to inventory issues caused by an ever-changing global landscape. Amazon continually raises the bar, pushing sellers to provide a better shopping experience. However, in 2020 and 2021, with the introduction of COVID, selling on Amazon took on a whole new level of complexities. COVID not only caused issues for sellers and their supply chains. It also caused problems for Amazon at fulfillment centers that challenged everyone to keep inventory in place and get shipments to customers on time. In addition to these challenges, consumers stuck at home for months faced new challenges setting up home offices and adjusting to life in quarantine. These adjustments pushed sales on Amazon to new heights in many areas.
Amazon continues to recognize and award sellers who provide the best possible shopping experience to their customers. At Prime Guidance, we understand Amazon is constantly changing and innovating. To keep our clients on top in these markets, we continuously look at events like these to see where Amazon recognizes excellence.
This year, Amazon awarded sellers/distributors who excelled in several areas of the logistic chain, from branding to overseas sales, to name a few.
“We are delighted to introduce 22 distributors offering a better shopping experience to our customers through the Amazon.co.jp Seller Award 2021. High quality to distributors. To sell products effectively, Amazon provides various logistics operations, branding, overseas sales, etc. Amazon will continue to offer to small and medium-sized businesses and other distributors. We will endeavor to provide highly convenient services that can be utilized.” – Kazuho Rouk, Amazon JP Business Headquarters
Casualbox (Marsh Co., LTD.) specializes in trendy, practical, high-quality hats and headbands hand-made in Osaka, Japan. Satoshi Numa started 20 years ago, creating hats with a new cultural mix between East and Western design. With success, he realized the only way to get his designs to the world was to go online.
“I am surprised and very honored to receive such an award. Our company, which sells casual headwear such as hair bands and beanies, has focused on overseas business for several years. Cultures are different between Japan and the global market. For this reason, it was a trial-and-error process every day for sales, but I am glad that it bears fruit in this way. We will continue to deliver excellent products to customers around the world who enjoy shopping at Amazon.” – Satoshi Numa
Prime Guidance was excited to see Casualbox, a long-time client, receive the Overseas Sales Award. Any Amazon seller will tell you, selling in multiple markets is challenging. But selling in the US, Canada, Mexico, all of Europe, Australia, and Japan and receiving an award from Amazon for these efforts is quite an achievement. Casualbox has been expanding into new markets aggressively for the last 2-3 years with great success.
“Jeroen Verschoor and Katherine Oyakawa at Casualbox are truly exceptional at what they do. They work efficiently and know how to focus efforts to have the most impact on the Amazon Marketplaces.” – Wes Beckwith, Sr. Consultant at Prime Guidance
If you are a current seller on Amazon or looking to expand into the Amazon marketplace, Prime Guidance can also empower your company to succeed. Prime Guidance Advisors help sellers navigate the challenges of e-commerce on multiple marketplaces, including selecting the right strategy, optimizing content for faster growth, improving operations to meet your marketplace requirements, and leveraging technologies to improve visibility and profitability.
For more information about Amazon’s EC Summit, visit Amazon Newsroom (http://amazon-press.jp) and About Amazon (http://www.aboutamazon.jp). For more information on this release: https://prtimes.jp/main/html/rd/p/000001368.000004612.html
A lot of people will wonder when or if they should make one of their keywords a negative term. The best solution we’ve found is setting some sort of quota the term has to achieve in order for us to keep the keyword.
You Have To Test It
One thing that I like to always do is to look at how many customers have been exposed to an ad of a particular search query and then determine, did I have enough of a chance to see conversions and I didn’t so that might be 20 clicks or whatever it is based on your conversion rate. But if you said something to a minimum and say if I haven’t received any clicks or any purchases and I’ve had this many clicks then I should have by all their measures had at least one conversion.
Look, it’s probably not a good term to continue with let’s stop spending money on those and if there’s something that, it’s just a no-brainer you don’t have to wait for any clicks I mean, it could be just one impression and you realize that’s oh my gosh Amazon automated bids are trying to to find this term or spending money on this term. That is not a fit. I need to add that in negatives right away. I didn’t think to have it ahead of time learn fast and save that money.
It’s Not As Hard As It Seems
It’s an area that I see neglected a lot of times is video because I think a lot of 3rd party sellers think, this video is way to costly. I don’t have the people that they can produce videos and I don’t have the money to pay someone to produce a high-quality video so they neglect it all together. The reality is you don’t need some high performance, you know videographer to shoot a video for your product at least not out of the gate. Initially, We find that just putting some images and photography together into a video and adding some text and some Transitions and stuff can actually look really strong and actually do a really good job of portraying key messages it varies distinctly especially in the the first few seconds to get someone interested in enough to to stay engaged and watch the rest of the video matters.
Increase Sales By Over 3x Your Usual Amount
So if you’re going to do something like that on Amazon because you know, we know Amazon quotes that increases conversion rate by 3.6 times the normal conversion rate when a customer watches one of those videos so its hugely successful.
Something that I’ve seen a lot of success with indirect with consumer is really leveraging kind of Ambassador programs, getting some of your best customers your most loyal customers and honestly, if that could be an entire hour long call how that works so we’re not going to go into that long story short is having a program in place where you have an intimate relationship with some of your customers and then you can start soliciting them for high-value such as video content and I’ve seen some really really cool videos on Amazon where they are taking video testimonials from their customers and stringing them back to back to back and it’s just an amazing social proof piece. So and I’m looking at these products videos you have kind of like the infographic let’s talk about the product. You have the hey, let’s talk about the company itself. Cause some companies have some really cool names.
Embrace Who You Are
Are you made in America manufactured in America? Are you women owned? minority-owned? veteran-owned? Here’s a great place to share that story as long as it’s allowed. And then we also have kind of sharing some of these customer testimonial videos in a social proof aspect of it. So it’s not like everyone on the call, its not cut and dry. It’s not simple. It’s not like here is the one way to do it…
See For Yourself
Videos are becoming more and more important, as you can see right here. I did an Amazon search for exercise equipment and right here. It shows videos related to your search so videos are constantly getting more and more– and these are just videos off the off the product pages. So it’s definitely worth having a video now that it’s even getting a whole entire row of real estate at this point.
Like they could put products here, but instead they put videos so these guys are getting double exposure now, so if they’re products here and here that these guys have two slots Now within Amazon, so it’s definitely worth having a video on your product page.