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Digital Branding

How to be successful on Amazon?

Get a load of your reviews!

DID YOU KNOW GOOGLE IS NOT THE MOST POPULAR STARTING POINT TO BUY PRODUCTS ONLINE?

9 in 10 consumers check Amazon even if they have already found the product they want on another retailer's site: this means Amazon is the most valuable retail company in the United States.

But with the passing of time, Amazon should no longer be considered just a marketplace, but increasingly represents the starting point for online product searches.

Amazon is therefore, to all intents and purposes, a Search Engine with its own algorithm for which it is necessary to provide an effective positioning and indexing strategy to improve the visibility of products and leveraging specific SEO optimization factors.

It is also an opportunity for visibility for companies, that want to develop a storytelling about their brand, with dedicated formats, in synergy with sales strategies.

DON’T GO WASTING YOUR REVIEWS

The creative agency of Reply, Bitmama, and the data driven marketing company Like Reply work together for a 360° strategic consultancy dedicated to the Amazon world.

Together, the two Reply’s companies developed an holistic and integrated approach, specific for Amazon, by intersecting several disciplines, in order to support the branding, marketing and sales strategies of brands that want to exploit the great potential that the famous Marketplace offers available both in terms of target, channel and instrument. How did they do that? Everything started with the intercept of the signals that Amazon gives us: users’ reviews.

LISTENING TO DATA STARTS AT THE TOP

“Customer reviews are one of the most valuable tools” Chee chew, vp of customer experience Amazon, said
Hundreds of millions of users produce billions of reviews on any product: that means we need to intercept the signals that Amazon gives us. Reviews can be positive or negative, but it’s from these one where a brand can draw out the most. Bad reviews can help us understand what could have been done differently, what could be better, new ways of using the products or create synergy with others. Amazon can be viewed as a platform that can help companies to make a "significant improvement" to their existing products.

SEO… NOT ONLY A GOOGLE’S AFFAIR

55% of people start online searches for product on Amazon, 28% on Google. Amazon is a search engine with its own indexing algorithm and, as for all search engines, primary navigation method is search. So it is crucial for any seller on Amazon to optimise their listing to increase visibility: how to do that?

SEO on Amazon doesn’t work as we are used to on Google: companies’ purpose on Amazon is winning the BuyBox: allow customers to add a product quickly and easily to their shopping carts. What should companies take care of?


  • Seller

    The sellers’ characteristics have great relevance in Amazon: authoritativeness, feedback received, historicity of the account and type (vendor or seller).

  • Product

    The product is fundamental: the reviews and the number of sales affect the ranking

  • Price

    Above all, to win the BuyBox of a product, price is a very important element.

  • Optimization

    Through semantic SEO, competitor analysis, review analysis, etc it is possible to optimize the Product Detail Pages to improve the position in serp.

  • Advertising

    Amazon offers different ways and formats to boost sales (Sponsored product, Headline, Display).

FROM STORYSELLING TO STORYTELLING REVIEWS

Payed or influenced reviews are not allowed in Amazon since 2016: the Seattle Juggernaut has introduced a strict policy in reviews and an internal rating system -called Vine- to catch the cheaters.
But reviews are an astonishing asset to build brand reputation, to drive sales and to offer continuous content to product pages. Reviews extend bonding and convey an emotional connection to products, by narrating a first-hand experience. These emotions, when positive, can
generate emulation  and drive sales. But how brands can exploit users’ reviews to thrive? Brands need a shift in their communication strategy: from a story that generates conversation to conversation that generates a story. This means that brands should derupt their approach to communication even more, target & channel first: shifting the prespective from unique selling proposition, to multiple motivation. So, back to brand use of reviews… bury in mind to keep reviews actively in brand’s big story and use them into contextual storytelling.
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