5 steps to more sales on Amazon - part 2

2. 5 Steps to More Sales On Amazon - Part 2: Appealing Titles & Perfecting Pricing 2/5
@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.
Let’s step into the shoes of a customer on Amazon, who is looking to buy a yoga mat.
The customer will enter a term like “yoga mat” into Amazon and then be presented with
a list of results (like below).
There is a very limited amount of information presented on each product at this stage,
but this first impression is vital.
Stand out from the competition here and you’ll get more clicks and traffic! More traffic =
more sales!
What are the key variables at play here?

3. 5 Steps to More Sales On Amazon - Part 2: Appealing Titles & Perfecting Pricing 3/5
@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.
• Your product title
• The pricing of your product
• Customer reviews
• Your product’s main image
In this second part of our guide, we’ll focus on optimizing the first two for more clicks and
more sales - Product Titles and Pricing. Don’t worry, we’ll cover the other areas later ;)
The first goal of an Amazon Product Title is to capture the attention of buyers. We do this
by placing the most important keywords at the start of your title.
If buyers don’t see keywords relevant to their needs, they will be less inclined to click on
your product. This is especially important, because mobile devices (smartphones and
tablets) display fewer characters of your title – almost 60% of Amazon customers report
that their primary way to purchase products on Amazon is on their smartphone or tablet.
So take out your mobile devices and check how your titles look there!
Titles must be written in a compelling way too, encouraging customers to click on your
product, instead of your competitors’ offerings. Provide valuable info e.g. materials, key
features, color, size and extras provided.
It’s important to note that product titles in most categories are limited to 200 characters
(including spaces). To maximize space and feature as many important keywords as
possible, your title should not comprise grammatically perfect / full sentences – it should
be a mix of keywords and copywriting.
For example, let’s assume we are selling a wallet made from high quality leather. In a full
sentence, we would write, “the product is made from premium leather”. For an Amazon
Title, the phrase “Premium Leather” is better – we don’t waste too many characters, but
emphasize the important feature we want to.
You can now derive a title for your product(s) using these tips!
As we learned above, a good Amazon Product Title captures the attention of buyers by
including the right keywords and being written in an appealing way.
The best way to ensure this for the non-English speaking marketplaces (Amazon Germany,
France, Italy and Spain) is to hire a native speaker to write and optimize your listings for
Amazon EU.

4. 5 Steps to More Sales On Amazon - Part 2: Appealing Titles & Perfecting Pricing 4/5
@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.
A poorly written or translated title (like the example below) will reduce your credibility in
the eyes of your potential customers and is certain to hurt your traffic and sales.
Pricing is another key variable in determining whether a potential customer clicks on your
listing or those of your competitors.
When pricing, make sure to consider all costs associated with your business, including
manufacturing, shipping, prep, labelling, Amazon’s fees and software used.
Finding the sweet spot can be difficult though:
• Price too high and you’ll prevent customers from clicking on your listing.
• Even pricing too low can reduce traffic and sales, as it may suggest you’re selling a
low-quality product and turn off some buyers.
Here is my advice on pricing.
To start, review the pricing of the top sellers in your niche – it’s fair to assume they have
tested and determined an optimal price that attracts customers and sales.
Go to Amazon and check the price range of the top 3 to 5 sellers in your niche.
If you’re significantly above this range, you might well be pricing your offering too high.
If your product is new (with very few reviews) or in decline, an effective way of getting
more clicks and sales is to lower your sales price. This should increase traffic and sales,
and in turn improve your ranking on Amazon.
Once you have restored your listing to a healthy level of traffic and sales, you can then
consider a price increase.
Be careful not to price too low. I made this mistake on a listing myself. Traffic and sales
on one of my products were in decline, so I wanted to offer a larger discount to customers
to regain my ranking and sales.
I lowered my sales price to $8.99. However, this actually had a negative effect on
conversion and sales!

5. 5 Steps to More Sales On Amazon - Part 2: Appealing Titles & Perfecting Pricing 5/5
@2017 - AMZ Europe - This course was prepared for education purposes. Decisions made upon the information are at your own risk.
My product had become an add-on item on Amazon. If your product is listed as an add-
on item, it can only be purchased by customers that check out with a shopping cart of
$25 or more.
Lowering your price is definitely a tactic that works to grow traffic and sales.
However, it’s important to note that competing on price may work temporarily, but
there’s nothing to stop a competitor pricing lower than you. Downward price pressure
like this erodes your profit margin.
To avoid this, ensure your product offers some unique value / features compared to your
competitors. This will help you succeed amongst the sprawling forest of generic private
label products being sold on Amazon.
It’s important to verify that changes to your title and / or price actually generate more
sales and profit for your business.
Split Testing can help validate this.
For Amazon Sellers, Split Testing (also known as “A/B Testing”) can help determine what
works best for your product listings, and ultimately generates more profit over the long
term.
In simple terms, it involves deriving two options / variants, and determining which one
performs better on Amazon over a testing period, for example:
• Variant A - Price of $19.99
• Variant B - Price of $21.99
Use option A as your price for 7 days. Then, change to option B for the following 7 days.
You can then compare the performance of your listing with these 2 prices. The price which
provides more traffic, sales and profit is the one to use for your listing going forward.
The 2 week time period above is used as a guideline – you can do longer if you wish,
although I would not recommend a shorter test period. The more data and clicks you
compile, the more confident you can be in the results provided.
If you need help with automating and optimizing the split testing process, I recommend
Splitly - it’s a software solution specifically for Amazon Sellers and is compatible with
Amazon’s European & US Marketplaces.