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Things to do with your Amazon Seller Central account this Summer - with Vicki Weinberg
Episode 1235th August 2022 • Bring Your Product Idea to Life • Vicki Weinberg
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Are you an Amazon seller? This episode is for you. Much as we would all love to sit back and watch the sales roll in, we know that there is a little bit more to it. In this episode I am sharing my top tips of things that you could do over the summer when it is a little bit quieter to make the most of your seller central account setting.

It’s a short episode this week, full of actionable tips. As ever let me know how you get on, and if you have any questions.

Listen in to hear me share:

  • An introduction to the topic (00:22)
  • Look at your reports (01:11)
  • Review your inventory (02:01)
  • Review your listings and optimise them if needed (03:06)
  • Do some competitor research (03:54)
  • Check your account health (04:56)
  • Review your Amazon advertising (05:46)
  • Apply or set up Amazon brand registry (07:46)
  • Check your products are up to date (11:03)
  • Run some promotions, or sell in a new marketplace (11:36)
  • Book an audit with me! (12:26)

USEFUL RESOURCES:

 Free Resources, including How to successfully launch a product on Amazon or rescue one that’s not selling

Podcast Episode 111 15 Ways to give your product sales a boost

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Transcripts

Vicki Weinberg:

Welcome to the Bring Your Product Ideas to life podcast, practical

Vicki Weinberg:

advice, and inspiration to help you create and sell your own physical products.

Vicki Weinberg:

Here's your host Vicki Weinberg.

Vicki Weinberg:

Hello.

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So this episode is really one for the Amazon sellers, if I'm honest,

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because, um, if you sell your products on Amazon, you probably already know

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that there's a bit more to it than listing your products, sitting back

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and waiting for sales to come in.

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Um, or possibly you don't know that, but there is so much that you can do

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to get the most in selling on Amazon.

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But most of us that's basic don't have the time, day to day.

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So I wanted to record this episode, um, over the summer months while it's a

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little bit quieter, so that if you find yourself with some extra time over this

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summer, um, there are some things that you could do to get the most from your

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seller central account setting on Amazon.

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Um, I know for lots of us, not all of us, summer can be

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a bit little bit of downtime.

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And most of the things I'm suggesting are things that you could do in, you

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know, half an hour, 20 minutes here and there when you've got a bit of time.

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So the first thing I'm going to suggest that perhaps you take some time to do this

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summer is have a look at your reports.

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So you've probably seen that there's a huge reporting section on Amazon.

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And, you know, when did you last take a really good look at it?

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As well as reviewing your sales, you can also see which of your products are

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the best sellers, which convert best and which, are perhaps moving a bit slower.

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Um, and remember that best selling products and best converting

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products might not be the same.

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So you might have products that convert really well, but aren't

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selling as many as you like.

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So that might be an indication that actually you need to do some work

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on getting more traffic to those listings, whether it's setting up

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ads or doing something free, like reviewing your keywords, or perhaps

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just including that product in your marketing emails, whatever it might be

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to drive some traffic to those products.

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The second thing I'm going to suggest you do is review your inventory.

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So if you're selling via FBA, that's fulfilled by Amazon, have a look

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at your inventory performance.

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So Amazon will highlight products where you have excess inventory,

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as well as those that are selling fast and need restocking.

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If you have excess inventory, which to be honest is probably more of a problem than

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products that are selling through quickly.

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Make a plan now for how are you going to sell it through, or perhaps create

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a removal request to avoid getting potentially large storage fees.

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So things you can do to help sell through your stock are close

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setting up deals or discounts.

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Maybe you're going to have a sale price.

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Maybe you're going to run some ads to it.

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And as I said, there's lots of free things you can do as well.

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I have a guide that I'm going to mention a bit later in this episode, that's full

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of lots of ideas, most of them free, are ways of driving traffic for your listing.

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And I should also say that if you need any help with any of this.

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So if you are thinking, where is the report section or how

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do I see my inventory health?

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Remember you can always book in a power hour of me to help get it done together.

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You can do this via the link of my bio, or you can go to vickiweinberg.com.

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So the third thing, this is a great time to review your listings and

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perhaps optimize them if needed.

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So things you could do include running your keyword research

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again and see if there are any new search terms that need including.

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You could review your texts and your images to ensure that

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they're as good as possible.

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So take a look at the reviews you're getting for your product.

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Is there something that's highlighted a lot in reviews.

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Perhaps it's something that customers really like, that isn't included

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somewhere in the body for your text.

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Could you include that?

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Look at the questions customers are asking you, are they asking

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questions about your product?

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Um, which highlight actually, oh, that's if that information

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isn't actually anywhere on the listing, could you add that?

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Updating your images and perhaps even just swapping out your main image can also

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be a great way to refresh your listing.

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This is also a really good time to have a look at what your competitors are doing,

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and ofcourse who they are, because they may well have changed since the time you

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originally started selling on Amazon.

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So things may well have changed since you first put up your listing.

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So.

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Take a look at who your competition is now, um, view your pricing to make

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sure it still makes sense in line with the marketplace and see if you can find

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any inspiration for your own listings.

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And please, please know that I'm talking about inspiration here,

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so I'm not talking about copying.

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I just mean, let's say all of your competitors are using a

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plus content for your listings.

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And we'll talk about a plus content a bit later.

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This might be the time for you to do the same or perhaps all of your competitors

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have some really great graphics highlighting features of their products.

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And at the moment you are just using images.

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Maybe this is a good time to get some graphics made.

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I'm certainly not saying you need to be doing the same as everyone else,

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but it is good to know that where your product sits in the marketplace and

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just to ensure you're doing all you can to help your product to stand out.

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So the fourth thing I'm going to suggest you do is to check your account health.

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So account health gives a breakdown of your listings and shows any issues

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that are highlighted by customers.

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So this could be a simple, something missing pure listing

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as we spoke about earlier.

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You know, is the size information on there, what the fabric is or, or something

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else, or perhaps it means updating some text that's perhaps being misunderstood.

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So perhaps a customer, or multiple customers have misread something

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and they don't have a clear idea about what you're offering.

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That's something you can go and fix, or perhaps your text is

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simply slightly out of date.

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Uh, maybe you've changed your packaging, for example.

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Um, and the listing hasn't been updated to reflect that.

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So it might be something really small.

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Um, these aren't always flags, so it's worth checking this every month

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or two anyway, to stay on top of it.

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And it's just a way of ensuring that your listings always

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are as good as they could be.

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So the fifth thing I suggest you do is review your Amazon advertising

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because if you are running sponsor products, ads on Amazon, whatever

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type of ads they are, it can be really tempting to set and forget them.

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But please don't do this.

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Your ads need reviewing and tweaking regularly.

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Daily if you can manage it, or at least a few times a week minimum

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to get the most out of them.

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Oh, to be honest, even once a week, if you're thinking, gosh, I

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haven't got time a few times a week.

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Um, once a week is fine, but please don't just set them.

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You know, I hope that the sales are coming in.

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Even if historically your ads have done really well for

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you, things can and do change.

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So at the moment, for example, I'm recording this podcast at the beginning

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of July, and lots of my clients are finding that their bids are going

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up, therefore spends going up.

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So their return isn't as good.

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A lot of things can and do change.

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So please do keep an eye on them.

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Things I suggest you do now over this summer is run reports through

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advertising and then use them to optimize any campaign you have running.

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So the main things I do here is to look at where the money

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for each campaign is going.

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So, which are the most expensive keywords in my campaign or ASINs if you

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are targeting competitors and to add anything that costs money, but isn't

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generating sales into negative keywords.

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I have a blog post that goes into optimizing your

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campaigns in a bit more detail.

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And of course that'll be linked in the show notes.

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It's also could be a good time to pause any campaigns that

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aren't doing well for you.

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Just basically have an over, you know, have an overall check and see

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how they're doing and whether you're getting the returns that you want.

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This could also be a great time to experiment with trying new type of ads.

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So using video, for example, driving traffic to your storefront,

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rather than your product listings.

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Um, in lots and lots of niches sales do go down over the summer months.

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Um, there will still be people advertising their products.

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Of course there always are, but perhaps there won't be the same volume of

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competitors, um, using Amazon advertising, which might mean that it's a slightly

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cheaper time to try doing some ads.

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And my last suggestion is to think about what you've wanted to do, but haven't

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got around to, so let's say you haven't yet applied for Amazon's brand registry,

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or maybe you have done that, but you are yet to set up your storefront or

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you are yet to set up any plus listings.

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There is a lot you could be doing to help drive sales.

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Um, If you're not sure what brand registry is.

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So in short, if your brand has a pending registering trademark in the country, in

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which you wish to enroll, you can apply.

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Um, brand registry is free and it gives you access to some features on Amazon that

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are only available to brand registered sellers, such as a plus content and

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Amazon store, which we've just touched on.

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You also get more advertising options and better protection

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for your brand on Amazon.

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Personally, I think because it's free, if you have a pending or

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registered trademark, it's worth doing.

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Um, it does mean filling out a few forms.

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Does take a little bit of time, which is why you may not have got round to it.

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But you know, if you've got a little bit of time, 20 minutes, maybe

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this could be a good time to do it.

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If you already have brand registry in place, um, I suggest try the following.

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So first of all, set up some, a plus content, um, I'm sure you know what a

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plus content is, but just in case this is additional text images, infographics

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towards the bottom of the product listing.

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So where we used to have just a standard text description now you

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can have a much nicer description with all kinds of features in there.

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You can have comparisons.

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If you sell different products, you can have set up comparison charts.

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You can do lots more.

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And I think it's definitely worth doing, I would also say if you set up your

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plus content a while ago, so let's say a couple of years ago, but even because

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it has been around that long, um, this might also be a good time to review.

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What does it look like and can, as I touched on earlier with the listings,

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can I make it look any better?

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Um, because it's easy.

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You know, possibly you put quite a lot of time into that when you did it.

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And it probably looked really good.

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But if you refreshed your images since, you might have refreshed your main product

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images, but have you refreshed, refreshed your plus, um, also the templates for

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a plus content have changed slightly.

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So it might be that now there's a better way of displaying

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your product information.

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So.

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This is definitely worth taking a look at.

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And then also if you have the brand registry and you haven't already, you

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could set up an Amazon storefront.

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Um, so, um, again, I'm, I'm sure you know what this is, but just in case,

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so a storefront is a place where you can build up brand awareness by sharing

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all about your brand and your products.

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And you can have everything in one place.

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It's almost like a mini website that's on Amazon.

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And you can set, they have, you could have multiple pages.

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Um, it is just like a mini website.

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And what this means is when a customer clicks on the brand name in your listing,

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so they go to your product listing.

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They like the look of you.

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They want to find out more about your brand.

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They click on your brand name and they get taken to your store.

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So it's definitely again, it's free.

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So it's definitely worth having.

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Um, you can also add video to a store, which I think is a great

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way to demonstrate how your product works for certain products.

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Some of you might be able to add videos to your listings.

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Not everyone has the ability to add videos to their product listings.

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So if you don't having it on a store is a great solution.

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I definitely think it's worth taking the time, set a store up.

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And, and equally, as I mentioned earlier, with the listing, if you

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already have an Amazon store, it could be a good time to review it.

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Have you got new products that aren't on there, for example, or

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have you removed product lines?

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Um, just worth taking a look and just even if it's five minutes, making

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sure that everything is up to date.

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And some other things you might look at.

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So you've got a bit of time this summer.

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You might look at Amazon vine, which is a great way to get reviews.

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You might look at setting up subscribe and save if you have a consumable product.

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So this is where a customer says, yes, I want to receive this product

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every month, three months, whatever the applicable frequency is, and they

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get a little bit of a discount and you obviously get those regular sales coming.

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You might want to run some deals and discounts and promotions.

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You might even want to think about selling your product in other marketplaces.

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Um, I guess I should do an episode just on this at some point, but

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now you can use what's called the European fulfillment network.

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You don't actually have to physically send your stock into Europe.

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Um, so for lots of us who may be selling in Europe due to Brexit that option

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is now opening up again, and that might be worth at least looking into.

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Finding out more about, and yeah.

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And finally, I'm going to add that if one of your goals this summer

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is to improve your Amazon sales.

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I did record an episode all about things you can do to get more sales on

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Amazon, or indeed any other marketplace.

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That was episode.111.

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And of course I will link to that in the show notes as always.

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Um, and the final thing I'm gonna leave you with is that if your Amazon

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sales aren't where you'd like them to be, or expect them to be, or

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perhaps you'd like some suggestions of things you can do to improve or

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maximize your sales, you can actually book in a full Amazon audit with me.

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So I look at all the areas I've mentioned above, um, although in a lot more detail,

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and what you end up with is a checklist of recommendations for you to take forward.

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So you literally end up with a tick list of all the things that I recommend

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you do to improve your Amazon sales.

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And you can just work through these at your own pace, or you can work

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with me to get some of them completed depending on what you want to do.

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And again, I'm going to link to this in the show.

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So I know this was a really quick, quick episode.

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Um, I'm well aware of a few things.

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One is that it's not going to appeal to all of you because,

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uh, I know not everyone sells on Amazon or wants to sell on Amazon.

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I wanted to make this episode really short.

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Really actionable.

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So you've got lots of things you can go away and do.

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You know, you might spend 15 minutes listening to this.

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But you can spend that same block of time on just getting a few

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key tasks done that will really help your account going forward.

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As always, if you need any help, you can find me at vickiweinberg.com

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v i c k i w e i n b e r g.

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And I look forward to seeing you next week.

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Thank you so much for listening right to the end of this episode, do

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remember that you can get the full back catalogues and lots of free resources

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on my website, vickiweinberg.com.

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Please do remember to rate and review this episode if you've enjoyed it

Vicki Weinberg:

and also share it with a friend who you think might find it useful.