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Amazon Growth Analysis

Strategic Moves For Your Brand

  • SEO Path:

    Use Amazon and Google search data along with KW monthly sales to establish a SEO-path forward that will last for years.

  • Create Main Image Curiosity:

    Curiosity gets clicks. Find eye-catching elements to cheat into main images, that are within TOS. Track CTR changes.

  • Sales-Process Stack:

    Images need a revamp. 62% of your sales will close in the image stack. Create an AIDA stack (that overcomes sales objections). Track Unit Session Percentage changes.

  • Sales-Optimize Copy:

    The main selling point (benefits of disposable, without the cheap feel/look) feels lost in the current copy.

  • Keyword-Optimize Copy:

    The Amazon robot (A10 Algorithm) scours copy for Keyword Density to determine relevance and initial placement. Monitor KW density against top category ranking listings.

  • Premium A+ Content:

    Manipulate the full array of Premium A+ modules to craft a customizable UX (user experience), featuring captivating HD Images, Comparison Charts, and videos.

     

  • Brand Story:

    Currently, this is only on some listings. This is a missed opportunity to cross-sell between listings and grab shoppers earlier in the scrolling process.

     

  • Comparison Chart Margin Boost:

    Deploy A+ comparison chart modules to start cross-selling your product offerings. Also, build a value ladder, moving shoppers toward higher-margin products (left to right).

     

  • Pull A Benchmarker Report:

    A Benchmarker report helps you to see how the performance of their ads stacks up against category competitors. With detailed insights into costs, clicks, and conversions. Use it to set initial Ads performance targets.

     

Moves To Scale Amazon Sales

  • Maximize A+ Content: 

    Deploy A+ comparison chart modules to start cross-selling your product offerings. And/or build a value ladder, moving shoppers toward higher-margin products (left to right).

  • Test Affinity Campaigns:

    Target products, categories, and brands that share your demographic (not competitors) as a flexible pathway into new audiences on the Amazon platform. 

  • Bought-With Hack:

    Use Amazon "Bought With" feature to get placement on Affinity products - for Free. This can be done manually or with Affinity campaigns.

  • Organic Push-Over Technique:

    Use highly-targeted paid placement for your high-value keywords to push your listing to the top of the page in organic ranking. 

  • Inserts to Lander:

    Place inserts in your products and drive incentivized traffic to a lander page - useful for getting reviews and gathering customer emails.

  • SBA Video:

    With an average 11.63% conversion rate, it is time to test Sponsored Brands Video to drive traffic to your Brand Store (requires store build).

  • UGC Assets On Amazon:

    Gather your User-generated content (UGC) and use it on Amazon. These can be video assets or testimonials. Leverage them to show potential buyers what others think about your products to boost brand visibility and build trust. 

     

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  • Amazon Posts:

    Leverage Amazon's social push (an attempt to take on Instagram) to your favor, by targeting Posts at your demographic.

     

  • Brand Referral & Attribution Boost:

    Get a 50% refund on your Amazon fees. If you generat traffic off-Amazon, consider the Brand Referral program to monetize traffic for better margins on Amazon. Use Attribution to track the economics.

     

Targeted Growth Strategy

OBJECTIVE: Product Foundation

  1.  Long-Term Strategic Plan - Extended SEO Path and Positioning Research for Lead Products
    1. Goal: Know SEO path forward for the next 2 years
    2. Goal: Know product positioning on Amazon to win over competitors
    3. Know competitor's market size (by tiers)
    4. Set sales targets for December.
  2. CTR Boost - Curiosity-Driven Main Image Testing (A/B)
    1. Goal: Boost Click-Through rate for increased traffic on listing
    2. Goal: Increase Organic ranking due to A10 seeing new excitement on listings
  3. Initial Conversion Boost - Get available Video on any available listing
    1. Goal: Increase Conversion Rates by 3-5 points
    2. Goal: Have A10 giving us better placement on Ads and Organic due to Conversion rate lift
  4. Initial Click-Thru Boost
    1. Add Curiosity Elements or Density to each Main Image
    2. Goal: Stop the Thumb-Scroll
    3. Goal: Increase CTR rate to get more shoppers onto the listings
  5. Benchmark Ads - Pull Benchmarker Report
    1. Goal: To set initial PPC KPI targets 
    2. Goal: Understand which Targeted Products have best economic viability with Ads.
    3. Goal: Target the highest Economic Viability for major upgrades in 60 and 60-day focus.
  6. Launch Amazon 4-Pack PPC on select products (Based on Listing Strength and Benchmarker data)
    1. Goal: Drive traffic to most conversion-ready and ads efficient listings first
    2. Goal: Cover Ecom Optimization costs as quickly as possible

 


 

OBJECTIVE: Build More Assets and Increase Conversions

  1.  Sales-Process Stack:
    63% of your sales will close in the image stack.
    1. Goal: Create an AIDA stack (that overcomes sales objections).
    2. Increase Sales Conversions - Track Unit Session Percentage changes.
  2. Reinforce Performing Creatives
    1. Goal: Double Down on Creatives that are getting conversions
    2. Premium A+ Qualification
    3. Goal: Expand with A+ and Brand Story Assets
  1. Develop Better Foundational Images for the Entire Line to support initial video assets
    1. Goal: Boost conversion rate for increased traffic on listing
    2. Goal: Increase Organic ranking due to A10 seeing new excitement on listings
  2. Long-Tail Targeting - Migrate Keyword Discovery into Long-Tail Targets
    1. Goal: Increase Conversion Rates 
    2. Goal: Optimize Acquisition costs to Benchmarker standards (from 30 day)
    3. Improve Economic efficiency to Benhmarker standards
    1. Goal: Re-allocate recovered ad spend from making 4-Pack ads more efficient
    2. Expand reach by showing up on Competitor's listings as a viable alternative (due to new creatives and better on-page conversions)Competitor Targeting 
  3. Launch Affinity Paid Ads Campaigns on select products (Based on Listing Strength and Benchmarker data)
    1. Goal: Drive traffic to most conversion-ready and ads-efficient listings first
  1. Launch A+ Content into a customizable UX (user experience), featuring captivating HD Images, Comparison Charts, and videos. 
    1. Prioritize high-performing listings first.
    2. Goal: Increase sales conversions
    3. Goal: Crosssell Upsell via Comparison Charts

OBJECTIVE: Expand Brand Reach

 Employ Affinity Targeting to grab shoppers not currently directly searching for features or problems.
  1. Goal: Expand brand reach beyond mere Amazon search
  2. Goal: Get listed directly on products our demographic is currently visiting
  3. Organic Push-Over Technique:
    1. Goal: Use highly-targeted paid placement for your high-value keywords to push your listing to the top of the page in organic ranking.
    2. Goal: Get free traffic from Organic Attraction via high-value keywords
  4. Amazon Posts:
    Use Amazon's social push (an attempt to take on Instagram) to your favor, by targeting Posts at your demographic.
      1. Goal: Free traffic to Brand Store and competitor Product Pages
      2. Goal: Brand visibility
  5. UGC Assets On Amazon:
    1. Gather your User-generated content (UGC) and use it on Amazon. These can be video assets or testimonials.
    2. Goal: Leverage them to show potential buyers what others think about your products to boost brand visibility and build trust. 

 

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