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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.
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.
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?
The sellers’ characteristics have great relevance in Amazon: authoritativeness, feedback received, historicity of the account and type (vendor or seller).
The product is fundamental: the reviews and the number of sales affect the ranking
Above all, to win the BuyBox of a product, price is a very important element.
Through semantic SEO, competitor analysis, review analysis, etc it is possible to optimize the Product Detail Pages to improve the position in serp.
Amazon offers different ways and formats to boost sales (Sponsored product, Headline, Display).