Review Update Archives - Amazing FBA - How to sell on Amazon UK

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151 Amazon Product Launch with Anthony Lee Part 2 of 3

Basic Launch Strategy for an Amazon Product Launch

There are a few things to remember with an Amazon product launch. You need to get as much traffic and sales velocity for your product as quickly as possible. This is a given in any sales capacity. Also, you need to high rankings early, as in on the first page, using an important key word related to your product. Run a promotion when your product goes live which will get people talking and stimulate sales velocity. You can make your products even more visible by turning on the automatic sponsor ads. Lastly, go after some reviews and use family and friends, who will be sure to help your product out in the early days.

Running a Promotion

It goes without saying, you need to find the primary and most relevant keyword for your product. This is something that people will be able to identify and make the connection to you as the one selling said product. You should make sure the keyword(s) are in the title of your product AND inside the URL address. People can be very lazy so when they are looking for something they are overjoyed when they can find it with relative ease. You can run Facebook ads, external ads and even banner ads from Amazon Marketing Service. Aside from Anthony’s launch too, Zonblast, you can also use Keyword Inspector and Merchant Words.

Spiking Algorithms in One Day versus Over Several Days

This has a lot to do with the total views your product actually gets during an Amazon product launch. If you have a low number of searches in a month, say under 20,000, you could see sales velocity stimulation in one day, see some solid movement, as opposed to over several days. However, if you only spike with search hit one hour of each day, your average will be lower. It would be much better for you to spread it out over a number of days for better results. Anywhere from 4 to 7 days seems to be a good time frame in which to work from. It’s all about averages. If you can spread your views and sales over a longer period of time, it will average out to a total that will look much better to you as the seller and to a potential buyer as well.

Product Manipulation, Spiking a Listing and Terms of Service

Make sure you understand Amazon’s new Terms of Service. ‘Free’ sales or giveaways are now considered product manipulation. The big reason the Terms of service were put into place was to stop people from operating multiple accounts and thus being able to receive ‘sales’ of the same product anywhere from 50 to 100 times during an Amazon product launch. Specifically, Amazon are trying to stop buyers from receiving codes to allow them to do this for free. You can now have your product suspended for this. Always remember this and you’ll be fine: Real sales are unique sales to an individual.

Reviews Can Help but Don’t Depend On Them

Great customer reviews are always welcome but you should not depend on them to help boost sales of your product. While Amazon won’t remove or stifle a review if a customer got a discount on your product (remember though, no coupon codes for free) they can take down good reviews, paid in full by the customer, if they have been attacking the buyer accounts. There is also some unpredictability overall in terms of the reason or reasons why Amazon removes some reviews. All you can do is turn the review machine on, have a great follow up sequence in place, and get reviews as naturally as you can. The best way to success is to have a great quality product and then you can worry about everything else.

95 Amazon Reviews Update – DON’T PANIC!

Unless you’ve been living on Mars, you will have gathered by now that Amazon has done a major update, basically banning “Incentivized Reviews”.

From What I’ve seen  on the Facebook groups, as usual,  in response to an Amazon shifting of goalposts, the usual panic and “The sky is falling!” mentality abound.

My advice is: Don’t Panic! There are and will be multiple ways remaining of gathering the necessary reviews.  I’ll be going into detail on that in the next couple of weeks.

More importantly, as I focus on in this episode, is to put reviews into perspective in the first place.

  1. The main purpose of giveaways as part of a launch is, and always was, to get Sales Rank by getting sales! Simple! Reviews were, apart from being a nice bonus, mainly a plausible reason for a drastic price reduction.
  2. We don’t necessarily need hundreds of reviews to compete. THis idea is, according to Kevin Kind, just “Hogwash!” In reality, I think it depends on the competition. In some markets, maybe you do need 100-150 reviews. But if you are that worried, simply avoid markets where you need 100s of reviews just to look plausible on page 1.  Go for lower competition niches, which is generally good advice anyway unless you have pots of cash.
  3. The average review (no. of stars) is way more important, in my and others’ experience, than the number of reviews. I’ve seen my conversions drop from 30% to under 10% in response to an average rating change of just 4.8 stars to 4.2. Quality not quantity!
  4. The quality of the individual reviews that FIRST display on your page is also crucial for better conversion. As Kevin King said,  you need to have a video review or two in there (it’s the only way for most of us to have videos in our listings at all). And customers’ photos are seen as way more reliable than our own, so those are very important too. You only need a few reviews to get selling anyway, so these are the ones to go for first. How? Watch this space and I’ll tell you, but for now, just know there are still multiple options open.
  5. Apart from anything else, organic reviews tend to have a flavour of authenticity (apart from not saying “given in exchange for a discount” which always looked lame anyway). SO have an email follow-up sequence in place to get them -and get selling! I’ve had around 3-5% conversion on this, so not huge. Some people have better, some worse. But it adds up. For example, if you sold say 10 units a day (300 a month) for 3 months and got 5% of those customers to leave reviews, that should give you around 45 genuine reviews. With judicious use of other methods of reviews, that gives a nice solid feel to your listing.
  6. Basics: Differentiate and make sure your product is good! That way, you will end up with high average reviews. Remember – the average review is CRUCIAL. Way more important than raw numbers.
  7. Finally, don’t forget, this update is (for now at least) only for amazon.com. SO if you sell in .co.uk or .de or any other European marketplaces, I would gather reviews while I can in the old-school way to get ahead of the game before the inevitable transfer of this new policy to Europe. Nevertheless, the quality of your first 10 reviews is still way more important than getting a ton of mediocre “in exchange for a discount” reviews. And organic reviews will ALWAYS be best.