The Basics of Selling on Amazon.co.uk
Did you know that Seller Central has a wide range of reports that show you your most-browsed and purchased items in addition to the functionality to create multiple promotions. However, all of this is irrelevant if you do not get the basics right first.
There are three key areas you should consider before doing anything else.
1. The quality of your product detail pages.
2. Your store settings.
3. The overall customer experience you provide.
Let us begin with your product detail pages. Customers are searching for products not sellers, therefore it is essential that you make the right impression on your product page otherwise you will not keep the customer’s attention. Are your images on a clear white background and is the title in the correct format? If yes, you should now set up keywords/search terms for your products. It is important that you also browse node your product correctly (for example don’t just put your MP3 player into Electronics, choose the browse node for Portable Audio Devices). This is vital for two reasons, a) your search terms will not work if the product is not browse noded. b) Customers use the browse-tree guide to view the range of products available. You should also ensure that the description and/or bullet points are complete to the point that the customer can find out everything they want about the product without having to go elsewhere. Additional images also help – did you know that Amazon allow you to provide 9 images per product? Now your detail page is built you should ensure that you are competitively priced (the Low Price Indicator in Seller Central allows you to compare your prices against other sellers. However, please note that this doesn’t include shipping charges).
Now you can look at your Store settings. You should review your Shipping Charges – you can charge for shipping according to weight, number of items or have price banded shipping. Have you considered free shipping to bring you in line with Amazon? Better still you can look at our FBA program that gives sellers access to Amazon’s vast fulfilment network at very competitive prices. This can be a particular advantage when you first start selling on Amazon and do not have the benefit of having built up your feedback profile. Finally adding your company logo can help your listing to stand out on the Offer Listing Page.
The final and most important thing you need to consider in order to become a successful seller on Amazon long-term is the overall experience you provide to customers. First of all how quickly can you ship? Customers expect everything to be in stock and you need to ensure that you can ship as soon as possible. Are you able to offer a next day delivery shipping option as well as standard shipping? If you do all this you are helping to ensure you are making the right first impression on the customer. However, as with any sales channel be it online or offline, the after sales service you provide is vital. Do you have a customer services email address and how quickly do you respond? Ideally you should ensure that there are no outstanding queries left in this inbox at the end of the working day. It is also important that you handle customer refunds as speedily and efficiently as you would a new order as this can help to turn an unhappy customer in to one who would return to shop with you again.